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Jeff founded and built New Leaf Paper into one of the most well recognized businesses in North America with a 100% commitment to sustainability. Created the first positive vision for the paper industry integrating the principles of sustainability (called Pulp Non-Fiction), and led by example with New Leaf Paper. Pioneered a collaborative business model to create a sustainable supply chain, working in partnership with customers and vendors over the full lifecycle of paper. Through a series of major, environmentally leading product innovations, developed a new market within the paper industry for truly sustainable products – inspiring the largest paper companies to enter this market and shift their business practices.