The Carbon Trust Standard, launched yesterday is awarded to organisations that prove they are tackling climate change and making reductions in their carbon emissions. Trinity becomes one of 12 companies nationwide to receive the award.

According to the trust, the award was created in response to growing consumer mistrust of organisations' green claims and confusion from businesses about how they can reduce emissions as well as improving efficiency.

To achieve the award, Trinity has demonstrated over the last three years that it has reduced its carbon emissions by 18.1%.

Companies that were honoured had cut carbon across their own operations and in their supply chain, rather than paying others to reduce via off-setting – a practice that some consumers are sceptical about.

Paul Vickers, secretary and group legal director for Trinity Mirror, said: "We are delighted to have achieved the Carbon Trust Standard and without the support and genuine engagement of our staff we wouldn't have made such impressive progress.

"As a business this demonstrates to staff, customers and readers that we are serious not just about the challenges facing our industry but how we as a business might impact on the world."

The Carbon Trust Standard was launched by Environment Secretary Hilary Benn and Dragon's Den entrepreneur Deborah Meaden at an event in London yesterday.

Carbon Trust chief executive Tom Delay said: "We congratulate Trinity Mirror on being one of the pioneers in achieving the Carbon Trust Standard and challenge other businesses to follow their example and prove that they too are taking tangible steps to fight climate change."