Consumer goods company Procter & Gamble (P&G) has announced new fiber sourcing goals, which have been developed in collaboration with conservation organization, World Wildlife Fund (WWF).

The new goals set for the pulp purchased by P&G for its tissue-towel, baby care and feminine hygiene brands, allow it to deliver progress toward its environmental sustainability vision of having all of its products and packaging made from 100% sustainably sourced renewable or recycled materials.

As part of the goals, all of the pulp used in the company's products will be third-party certified and at least 40% of the pulp used in its tissue-towel products will be Forest Stewardship Council (FSC) certified.

P&G global sustainability vice president Len Sauers said WWF has collaborated to work through the difficulties of achieving third party-certification for the company's pulp.

"We believe that partnering is essential to deliver our long-term sustainability vision," Sauers said.