EnviroPublishing

I was reading the latest issue of idea&s: the arts & science review from UofT, when I came across the following on the inside cover:

Printed on Mohawk Options: the paper is made from 100% post-consumer reclaimed fibre, uses process chlorine-free pulp and is manufactured entirely with wind-generated electricity. It is certified in accordance with the Forest Stewardship Council (FSC).

So, how come more publications can't take advantage of paper and publishing like this?