Co-operative Group chief executive Martin Beaumont (pictured) got his roll out for the society's latest roll-out this week.

In what is far from a bogstandard initiative, the Co-op has vowed only to sell household tissue products made from sustainable sources from April this year. All own-label toilet roll, kitchen towel and facial tissue lines will be made from recycled paper or paper with the Forestry Stewardship Council seal of approval, which indicates that the wood fibre is from sustainable sources.

Flushed with pride at the move, Beaumont also announced the society had opened the largest in-house office waste recycling centre in the north west of England.

It can handle up to 10,000 tonnes of office waste a year, taking paper, cardboard, plastic bottles, cups, cans, CDs and old uniforms. It also has the capacity to take in office waste from other businesses in the Manchester area.