We've all heard of a green thumb, but a green bum? This week, Australian supermarket chain Woolworths has been forced to pull its 'select' brand of toilet paper and tissue products from their shelves due to allegations their packaging makes misleading environmental claims.

A logo on these products stated they were sourced from sustainable forest fibre, from an environmentally responsible company. However, a report by Indonesia's Centre for International Forestry Research last year found that the foreign supplier, Asia Paper and Pulp (APP) relies on the clearing of natural forests in Sumatra for 60 to 70 per cent of its wood supply.

In the past, the term green brought to mind images of protests and "tree hugging hippies". Now, with climate change and sustainability top of mind, environmentally friendly products are no longer designed for a niche market. More and more, the public is becoming environmentally conscious in their purchasing decisions, although some might argue that there is still a wide gap between sentiment and action. All the same, Australian companies have been forced to take a stronger approach to green products and marketing.

Woolworths has always boasted a strong corporate social responsibility (CSR) strategy, particularly in relation to the environment, and released a comprehensive CSR report in 2005. However, with the current focus on climate change and the environment, investigation of issues such as labelling claims is becoming more stringent.

Woolworths has approached this issue vigilantly to ensure it doesn't significantly impact the company's reputation and ultimately their sales. Clearly adhering to a standard issues and crisis management plan, Woolworths Chief Executive Michael Luscombe has been on hand for media interviews, admitting fault where due and outlining Woolworths' solutions.

Mr Luscombe also personally phoned to update the ACCC on their actions and asked environmental group WWF to act as an auditor in checking APP’s claims. Further to this, all products were voluntarily taken off the shelves by the company until further notice.