In our corner of the supermarket, enhanced versions of Marcal Small Steps bath tissue and paper towels are hitting shelves now.

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Especially the green marketer in me: I'm a chief marketing officer at Marcal, the segment leader in bath tissue, paper towels and other paper goods made from 100% recycled paper.

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Written on the paper, Mr Latham said, was "4.55-5pm got in bath" and "5.40-45 dog in", as well as "6.25 come down to put tea on".

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The first foray in implementing the new strategy was purchase of the Bath Iron Works shipyard in Maine, an enterprise so distressed that it seemed nearly worthless on paper.

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