I suspect a lot of larger companies who value their public image but engage in polluting activities they pay to control would simple outsource, like the pulp operation thing. You sell it to some smaller less public company who doesn't care. Then you buy their product, at arms length from any nastiness. So, the larger company can claim some kind of sanctity because they aren't doing the polluting directly, like companies who sell cosmetics and claim not to do animal testing. Well, of course they don't. They buy stuff from companies that do whatever animal testing is required for safety.
It's pretty easy to see companies skirting labeling rules for example, this would be no different. I noted previously about how "Cage Free" with eggs means effectively nothing except they charge 3x for that label. The hens don't know any difference. This is true for nearly all food labels, gimmicks like gluten free, organic, no added artificial stuff, low fat, all largely gimmicks.
