A process for making a hydrogel forming material from an unbleached cellulose pulp comprised of isolating pulp fines from the cellulose pulp by screening and/or dissolved air filtration, reacting the isolated pulp fines with alkaline hydroxide to form an alkali cellulose composition, preparing a heterogeneous mixture of the alkali cellulose composition and an etherifying agent, and optionally organic cross-linking agent, and reacting the components of the mixture to produce a hydrogel forming material. A polyvalent metal cross-linking agent can optionally be reacted with the hydrogel forming material to enhance its gel strength.