Others that make virgin tissue products or high virgin component tissue products include Kimberly-Clark and Georgia-Pacific.
Of course, for advocates like NRDC, this all boils down to carbon footprint and climate change. Those on either side of the issue can drag out their own experts, their own data, and claim moral superiority.
However, it still is up to the consuming public to be the arbiter of perceptions. And for the audience of this newsletter, it is up to you to determine whether such matters and their ultimate outcome have a positive or negative effect of earnings (except in the case of GP, which is private).
Personally, I think the more important factor in such toilet paper wars is simply this--the patent, in large part, have run out on the innovations that produced softness, strength and absorbency. The peak years of discovery for enhancing these attributes was the 1970's, a time whose patents ran out long ago.
The opportunity now is if one of these behemoths of backside hygiene can find a way to impart the attributes people love in a product made of recycled fiber. If they can, they will have a new mantra to tout.