Paper giant Kimberly-Clarke makes Kleenex greener in a victory for Greenpeace

Talk about covering your butt. For some time now environmental activism group Greenpeace has been running an aggressive campaign against Kimberly-Clark (KC), the $19-billion a year paper-products behemoth, to convince the company to adopt more eco-friendly practices. Greenpeace has alleged that the maker of Huggies and Pull-Ups has been buying wood pulp from ancient, clear cut forests in Canada and using it in paper products.

Today Greenpeace and Kimberly-Clark execs announced a deal to reduce the company's use of old growth forests, according to The Washington Post. Kimberly-Clark's other brands include Scott, Kleenex, and Cottonelle, among others. The company's products occupy a huge chunk of shelf-space in the paper section of the average supermarket.