It seems to translate to "We wanted to use a trendy marketing ploy and further our political activism while being hypocritical and doing something that's merely symbolic." I'll betcha the brochure was printed on bleached paper...

http://www.wired.com/news/technology/0,38302-1.html?tw=wn_story_page_next1
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Heimart says the company is aware of the dangers, and is doing what it can to counter them. "We know that we cannot as a company control the sources of dioxin, certainly not all of the sources," she told ENS. "The question we asked ourselves as a company is how can we make a difference. It’s a small impact, but if we’re not using chlorine to bleach our pint containers, then there’s that much less dioxin in the environment."
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