SUSAN KINSELLA, Executive Director,
has been nationally known as an expert on environmental paper and environmentally
preferable product procurement issues for nearly 30 years.
As Director of Research and Communications for Conservatree Paper
Company from 1985-1990, she wrote the first national article "Exploding
the Myths" about recycled paper (Garbage Magazine, 1990),
gave policy speeches, handled media communications, and educated
manufacturers, distributors, buyers, legislators, recyclers and
environmentalists on market and production realities and requirements.
She coined the phrase, "If you're not buying recycled products,
you're not recycling" in a 1988 speech, catalyzing recyclers'
realization that recovered materials markets are only as strong
as demand for recycled products. She also launched and edited Conservatree's
first national newsletter, ESP News.
At Conservatree and in her subsequent position as Director of the
Buy Recycled Campaign at Californians Against Waste Foundation,
she was highly influential in the national debates on requirements
for recycled content, definitions, standards, measurement, and labeling,
which eventually led to a national consensus on requirements for
When Ms. Kinsella opened her own consulting company in 1994, Conservatree
hired her to write and edit its new Greenline newsletter
about environmentally sound papers. When Conservatree closed as a company in 1997,
she established Conservatree as a nonprofit organization to continue its education and advocacy mission.
In 2002, she initiated the Environmental Paper Network (EPN), which brought U.S. and Canadian NGOs into unprecedented cooperation on environmental paper campaigns. She continues to serve on the EPN Steering Committee, as EPN has expanded to include European and global environmental organizations.
Currently, she both directs Conservatree and collaborates with other consultants on projects relating to environmentally preferable purchasing (EPP), extended producer responsibility (EPR), zero waste, recycling, environmental papers, sustainable forest certifications, tree free papers, environmental bleaching processes, compostable food service ware, rechargeable batteries, and many more related areas.
Ms. Kinsella is a member of TAPPI, the California Resource Recovery Association and the Northern California Recycling Association. She has served on the Executive Committee of the Board
of Directors for the National Recycling Coalition, the
Advisory Boards for the Recycled Products Guide and Recycled Paper News, the Scientific Advisory
Board for Scientific Certification Systems, and as a member of the
ASTM D06.40 committee and the Paper Definitions Working Group.
She has a B.Sc. degree in Psychology and Sociology from Purdue University,
and an M.A. in Speech Communications with a specialty in Diffusion of Innovations from San Francisco State University,
where she also taught public speaking and group communications.
GERARD GLEASON, Associate
Director, developed specialized expertise in environmentally
sound papers as a Conservatree salesperson from 1990-1993, matching
paper buyers' needs with available grades of recycled paper and
working with mills to deliver, direct to customers, grades of paper
that met specific requirements. Among his major accounts were large
national publishers and direct mail advertisers. Each year, he researched
the Conservatree listing of all environmentally sound papers available
in North America, becoming expert on all the papers and their environmental
characteristics, as well as the mills' abilities to create new papers.
When Conservatree closed its paper sales division, Mr. Gleason became
a paper and print broker for an environmental paper distributor,
learning the printing business in even more detail. He came back
to Conservatree as a paper researcher and administrator when the
Greenline newsletter started up, then joined in converting
Conservatree to a nonprofit organization when the company closed.
He has also coordinated administration and production for a book
publishing company, including arranging the logistics for printing
in the U.S. and Canada, and has designed and coordinated printing
for government voting materials.
He has a Bachelor's degree in Political Science from San Francisco