Norm Thompson is experimenting with ways to use more recycled content without affecting sales.

CNN: Catalog company going lean and green

Several top Norm Thompson executives and five of the company clothing buyers were also on the trip.

CNN: Catalog company going lean and green

By proving that conservation can boost profits, Norm Thompson hopes to inspire other businesses to follow suit.

CNN: Catalog company going lean and green

One of the most challenging tasks Smith faces is getting more recycled content into the Norm Thompson catalogs.

CNN: Catalog company going lean and green

Norm Thompson Chairman John Emrick, a Portland native, is well known for his efforts to balance dual roles as a conservationist and a capitalist.

CNN: Catalog company going lean and green

HILLSBORO, Oregon (CNN) -- One of Derek Smith's first assignments as the corporate sustainability manager for the catalog and retail company Norm Thompson Outfitters was to travel to California to study the environmental impact of cotton growing.

CNN: Catalog company going lean and green

Thompson said that in the past, the norm had been three to four months of investigating and organizing before hearings commenced.

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