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CREATING A WIN-WIN SOLUTION EVERYONE COULD ACCEPT
The use of paper mill waste sludge to restore barren strip mined land seemed to be a perfect model of recycling – until the discovery of traces of dioxin in the sludge temporarily halted the process. After confirming that the material was safe to use, Mead mounted an intensive public affairs program to reassure the community that the environmental advantages of using the sludge far outweighed any risks. The result was an agreement by all concerned that permitted the sludge to be used in the rebirth of a large part of southeast Ohio, confirming that a company can effectively communicate a complex environmental issue and produce an outcome that nearly everyone could accept.
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