STAKEHOLDER MAGAZINE 2/2010 - Metsä Board · STAKEHOLDER MAGAZINE 2/2010 THE BASIC ELEMENTS OF...

IN THIS ISSUE:SPRUCING IT UP WITH UNILEVER. PAGE 8. EMOTION FROM ECO DESIGN. PAGE 14.

CHIVAS REGAL: A TASTE FOR TRADITION. PAGE 20. WHAT KIND OF A CONSUMER ARE YOU? PAGE 28.

STAKEHOLDER MAGAZINE 2/2010

THE BASIC ELEMENTS OF LIFE:

EARTHAIR

WATER

FIRE

LIFE

2 m-real magazine | issue 2 # 2010

COOPERATION AND FOCUS YIELD MORE POSITIVE RESULTS

-real’s positive profi tability trend has continued. This is in part a result of our

extensive internal restructuring and cost saving programmes, but the hard work we have done to further develop our product and service off ering has been especially important. We will continue to listen closely to our customers and share with them our vision for even better safety and sustainability in packaging and paper consumption. Our lightweight boards and papers already off er a great platform for further development in terms of improving quality of life for end consumers. You can read about some great examples in this issue of M-real Magazine.

M-real’s structural transforma-tion from a paper company into a more packaging-focused company has proceeded as planned, and we still have very good further profi t improvement potential – mainly by returning the loss-making paper units to profi tability. However, as mentioned in the previous issue of this magazine, we have now shifted our focus from restruc-turing to development.

In 2011 we will increase capacity at Simpele and modernise the Kemiart Liners coating unit. Af-ter these investments, the mills will be the most competitive of

their kind in Europe – or even the world. The competitiveness of virgin fi bre board compared to other packaging materials is improving, due to the superior sustainability and safety fea-tures. I am therefore convinced that we have very interesting growth opportunities ahead of us. Together we can achieve fur-ther improvements in packaging quality, product safety, sustain-ability and cost effi ciency related to virgin fi bre board.

I am very proud of our recent achievements in putting the company fi rmly on the right track for the future, and I would like to thank our customers in particular for their excellent cooperation. I fi rmly believe that this cooperation can be further improved and strengthened as we move forward – not just for M-real’s benefi t, but for the benefi t of our customers, end consumers and the environ-ment as a whole. I wish you all a prosperous New Year.


Mikko HelanderCEO, M-real

3m-real magazine | issue 2 # 2010

20

8news p. 32

1m3 of wood p. 34

fragrance p. 14

column p. 19

pasta p. 17

water of life p. 20

earth, air,

water, fi re p. 22

packaging p. 26

elements p. 6

values p. 4

forest p. 8

CONTENTS

PEFC/02-31-120

M-REAL MAGAZINE, issue 2/2010 M-real Corporation, P.O. Box 20, FI-02020 Metsä, Finland www.m-real.com, [email protected]: M-real Corporation, Communications Editor-in-chief: Juha Laine VP Investor Relations and Communications Managing

editor: Olga van Iterson Editorial board: Charlotte Dickens, Olga van Iterson, Juha Laine, Sandra Linden, Outi Marin, Ritva Mönkäre Production & Graphic Design: Otavamedia Ltd., Kynämies, Helsinki, Finland Team Leader: Jaana Pakkala Producer: Tytti Hämäläinen Art Director: Tero Ruutuvaara Graphic Design: Sirpa Levonperä Translations: AAC Global Oy Printed by: Erweko Painotuote Oy M-real Magazine (15,000 copies) appears in English, French, German and Russian (only digipaper-format). All magazines are available at www.m-real.com. Opinions expressed in this publication are not necessarily those of M-real Corporation. ISSN: 1797-1209

PAPER TRAIL – WHAT

WE ARE MADE OF

Cover: Carta Integra 170 g/m2

Interior: Galerie Art Silk 115 g/m2

What is QUALITY OF LIFE to you?

green offi ce p. 30

The making of THIS ISSUE

When UNILEVER got hands on with the Finnish forest

Inspiring emotions with ECO DESIGN

Sustainable packaging BARILLA pasta

The premium brand of CHIVAS REGAL

The quintessential ELEMENTS OF LIFE

What is YOUR CONSUMER PROFILE?

Read ALL ABOUT IT

What we can DO WITH IT

Recycled paper that’s AS GOOD AS NEW

QQUUAAALLITTYYY

OOOFF LLIIFFEE


TRENDS

QUALITY OF LIFE

Looking deep inside yourself, you fi nd values that have been there ever since you were born and that have

developed as you have grown. Researchers have identifi ed 12 core values, but individuals

usually have one that is prominent in terms of guiding behaviour – and there’s really nothing anyone can do to change this value, as it is very much rooted in family and culture.

When you know your value, you can get an idea of what makes you happy and what the essence of quality of life is to you.

QUALITY OF LIFE IS…“Happiness is the meaning and the purpose of life, the whole aim and end of human existence.” Aristotle

So whatever makes you happy – just do it!

When we think about quality of life, we tend to think about things such as home, friends and family, food and drink, hobbies and travelling. In a more scientifi c approach, the term quality of life is used to evaluate the general wellbeing of individuals and societies. Standard indicators of ‘quality of life’ include not only wealth and employment, but also the built environment, physical and mental health, education, recreation and leisure time as well as a sense of social belonging.

People with different value types have different ideas about quality of life. Let’s take a look at quality of life on an individual level – what three totally different value types perceive as quality.

Do you know YOUR VALUES?

TRENDS

Individuals’ prominent value is very much rooted in family and culture.

ual is

amm


universalistic

traditi

onal

hedonistic

What matters are organic, home-grown and recyclable products.

Shopping can make a universalist feel uneasy if someone is trying to tell them what to buy when nothing is really a good choice. When grocery shopping, a universalist has three guidelines: minimal packaging waste, short transport distances and organic or Fair Trade products.

Even grocery shopping is something a universalist tries to keep to a minimum, preferring instead to grow their own food supplies. A recent trend has been

guerrilla or ‘urban’ gardening, where, for example, buildings’ rooftops have been transformed into gardens.

A universalist travels, but experiences pangs of guilt if they need to fl y. Once abroad, they search for non-electrifi ed islands, where they can go kayaking and be among the locals.

They don’t have to live in the countryside though – a city can also work well, as long as nature is close by.

Whether building a house or going grocery shopping, a traditionalist

would always choose domestically produced materials or locally sourced produce. Traditionalists are very loyal to brands – what they have found to be good, they’ll stick with. A traditionalist is also somewhat concerned with price, but would choose a slightly more expensive domestic product over a low-priced foreign one.

A traditional person likes to blend in with the crowd, and though they have opinions, don’t express them strongly. They are a mellow person, who likes to stay at home, eat traditional food, spend time with the family and enjoy a crossword puzzle or two. That’s a traditional quality of life.

A hedonist goes to the grocery store with indulgence in mind. They

might buy organic milk, not because it’s organic but because it just tastes better. A hedonist usually chooses the most attractive product, the packaging playing a bigger role in the buying process than the taste of the product. If the product looks and tastes excellent as well, even better.

A fi ne 12-year-old whisky in a crystal

glass, after a dinner at a Michelin star restaurant with their similar-minded friends – that’s quality of life for a hedonist. A hedonist likes to travel and shop until they drop and likes to show off their tan and their many pairs of new shoes. “I don’t mind what people think about me as long as I feel good,” is their motto.

TRADITIONAL

UNIVERSALISTIC

HEDONISTIC

loyal to domestically sourced products

prefers organic products

chooses the most attractive product


At M-real, we bear quality of life in

mind in everything we do. Our aim is to to make everybody’s life easier and maximise the enjoyment they get from products. How?

We want to make a positive impact on everyday living by improving the quality of fi bre-based products, – whether it’s a teabag label or grocery packaging.

“Our objective is to ensure long-term success both for M-real and our partners, to contribute to people’s well-being through our products and activities, and to minimise adverse environmental impacts of our operations,” says M-real Magazine’s Managing Editor Olga van Iterson.

We are also proud of the fact that we are able to provide our customer the information on origin of our products. All our products are based on renewable wood fi bre and are 100 per cent recyclable. They are safe for people and environment.

MAKING OF

The THEME

Give us your feedback –

AND WIN!

It’s feedback time as lucky ones will receive a fragrant prize! We’d like to know what you thought about

this issue of M-real Magazine. Which article did you fi nd most interesting? Give us your feedback and you could be one of the lucky recipients of the exclusive fragrance Émoi Infi ni (read more on pages 14–16).

Go to www.m-real.com/magazine-survey to fi ll in the feedback form.

Participate

Improving quality of life

MAKING OF


The cover of this issue illustrates earth and air – two of the four basic elements

of life. The pine cone symbolises earth, and the back of the cover depicts a windy spiral with fl ying seeds. Read about the quintessential elements – earth, air, fi re and water – and how they form the basis of life on page 22.

The fi ne style of illustrator Jussi Kaakinen’s work combines ink on acvarel paper with graphic style. The cover also incorporates the special effect of a sand-like touch, created by using a relief textured effect lacquer.

The lead story INTERVIEW

The COVER

MA

KIN

G OF

THIS

ISSU

E

Phot

o: A

ntti

Hen

tinen

InterviewOne of the advantages of being a journalist is that you never know where you might fi nd yourself doing interviews. Journalist Michael Child, an experienced forest-goer, met with staff from

Unilever in the woods of Simpele, Finland. There, he interviewed Unilever’s Karin Hagen-Gierer for the theme article, which you’ll fi nd on page 8 of this issue.

Cover illustration


Dark clouds loom ominously on the horizon as a large group from Unilever, M-real and Metsäliitto gather together deep in the forests of Simpele. The area has recently been hit by powerful storms, and evidence of the devasta-

tion surrounds them in all directions. Fortunately, the rain clouds soon drift away, the sun reappears and the group happily begins its work, planting two-year-old spruce trees to replace the harvested mature ones – the next step in the cycle of sustainable forest manage-ment. In about 80 years’ time, these same trees may pass once again through the hands of Unilever em-ployees, as they make their way through the packaging supply chain.

A trip to the forests of eastern Finland gave executives from Unilever a first-hand look at where M-real’s products come from, as well as direct knowledge of sustainability in their supply chain.

SprucingText: Michael ChildPhotos: Antti Hentinen

IT UP


A FIRST STEP IN THE CYCLE OF SUSTAINABLE FOREST MANAGEMENT.



The Unilever Procurement Team for Paper and Board Packaging is in Simpele as part of their commitment to worldwide sustainable sourcing of forest based packag-ing materials and to show that sustainable actions, like those witnessed here, speak far louder than words. After meetings to discuss the implementation of Unilever’s ambitious new policy for the sustainable sourcing of paper and board packaging, the team is taking a tour of M-real’s Simpele mill, to see for themselves how their pack-aging is produced.

Unilever – one of the world’s largest con-sumer goods companies and a significant purchaser of packaging materials – aims to double its business in the future, while simultaneously reducing its environmental impact. Their goal is to source 75 per cent of their paper and board packaging from sustainably managed forests or recycled materials by 2015, and to increase this percentage to 100 by 2020. For packaging suppliers and other external stakeholders, this means increased, active cooperation with Unilever’s supply managers, who will require that the virgin fibre based packag-ing delivered to their supply chain hold recognised and credible environmental certification, ensuring that Unilever’s decision to switch to 100 per cent sustainable sources has a real impact on the ground.

A WALK IN THE WOODSThe highlight of the day is a trip to see parts of the supply chain in action. The group is led by Outi Marin, an Environmental Manager from Metsäli-itto, who first brings them to a storm-dam-

aged site where final felling is underway. As a powerful harvester works noisily nearby, Marin explains the harvesting process in detail and describes how felled trees are evaluated in the field and then marked ac-cording to their utility:

“This is done directly by the harvester drivers, who are fully trained in how to make decisions about both quality and environmental issues.”

For instance, the drivers usually divide trees from a final felling into three cat-egories according to usage: the lowest and thickest part of the tree is usually high-quality material for the sawmill, the thinner part of the trunk is typically destined for the pulp mill and the rest of the tree – the branches and, in some cases, the stump – is normally sent to a bioenergy plant. “Unfor-tunately,” says Marin, “quite a lot of this will have to go straight to the pulp mill because of storm damage.”

Marin adds that Metsäliitto has been inundated by calls from local forest owners wanting to harvest their damaged forests before the effects of insects, fungi and the coming winter further reduce their value. In response, Metsäliitto has reassigned harvesting contractors to the afflicted sites wherever possible and made dramatic

changes to their harvesting schedules. Now, the Unilever team has a

number of tough questions for Marin concerning the environ-mental impacts of felling opera-

tions – they want to know about soil erosion: the harm it can do to water

and wildlife, and the efforts that are being made to reduce it. Marin confidently asserts that Finnish law and forest certification

criteria have for a long time mandated that forests are managed responsibly. For exam-ple, some trees must always be left uncut in order to minimise erosion, new forest must be seeded as the old is felled, and buffers must be maintained alongside waterways in order to protect aquatic ecosystems. By way of illustration, Marin explains that preserving a stand of trees along the bank of a nearby river will provide shade over the water, maintaining the natural balance of water temperature and oxygen levels.

TRANSPARENCY IS ESSENTIALThe first site has been chosen not only for its proximity to M-real Simpele, but also be-cause it is a typical example of the Finnish forest that was hardest hit by the storms. The group from Unilever could have been shown a more ideal location, but transpar-ency is a key value for both customer and supplier – neither has any desire to hide from reality.

Karin Hagen-Gierer, Unilever’s Global Procurement Director Paper and Board

FINNISH LAW AND FOREST CERTIFICATION MANDATE THAT FORESTS ARE MANAGED RESPONSIBLY.

Outi Marin leads the group on a tour of an active site of final felling after storm damage.


Okay everyone, say TREES! Team members from Unilever, M-real and Metsäliitto are all smiles after a job well done.

Marin explains in detail how a nearby harvester driver makes a number of important decisions about product quality and the environment.


Packaging, adds that certifi cation pro-grammes such as the Forest Steward-ship Council (FSC) and the Programme for the Endorsement of Forest Certifi ca-tion schemes (PEFC) off er a transparent and acceptable chain of custody all the way back to the forest owner. According to Hagen-Gierer, “Unilever has a history of sustainable sourcing, and we have a responsibility to adhere to similar standards for all our products and all our packaging.”

This is good news for Riikka Joukio, Senior Vice President of Sustainability and Corporate Aff airs at Metsäliitto. “About 95 per cent of Finnish forests are PEFC certifi ed, and the amount of PEFC wood used in M-real mills in Finland is currently 80 per cent and rising,” says Joukio. “The fact that these sound environmental policies have been in place for such a long time may have increased competitiveness in the global packaging market,” she continues. Hagen-Gierer agrees that it is easier to deal with suppliers that have long-standing and well-developed environ-mental policies, however we have an ambitious vision that requires all our suppliers to come with us on the journey.

Joukio continues: “It is good that Unilever has such a clear policy and there are so many aspects of it that match our own agenda.” This includes a funda-mental belief that sustainable environmental activities are also sustainable business activities.

It also helps that the companies have a long his-tory of close cooperation, which means that it’s easier for them to deal with new requirements as they arise – like Unilever’s need for a sustainable supply chain. Joukio and Hagen-Gierer agree that it is “a perfect partnership”. Hagen-Gierer goes on to conclude that M-real and Metsäliitto “take the job seriously from end to end.”

In the near future, logos of the accepted forest management certifi cation schemes will appear on

BEGINNIN

G

THE PLANTING

How to plant a tree

An experienced tree planter can cover about a hectare or two in a

day. This means about 1800 spruce seedlings per hectare need to be put in the ground just right in order to give them a competitive chance at survival. The Finnish Pottiputki not only assures fast and accurate planting, but also saves the planter a lot of back pain. And using it couldn’t be simpler.

Two-year-old spruce plants, carried in a shoulder basket, are inserted

into the top of the meter-long ‘Potting Pipe’ after its pointed nose is pushed into the ground. The planter then steps on a small lever that opens the soil and releases the plant into the ground at the correct depth. The Pottiputki is then carefully removed, a thumb lever closes the nose, and a fi rm step or two around the base of the new tree ensures that the job is done right. The Pottiputki is a little heavy, but a small amount of practice produces perfect results.

Riikka Joukio (on the right) and Karin Hagen-Gierer really dig their jobs. Joukio was promoted in June to the position of Senior Vice President of Sustainability and Corporate Aff airs at Metsäliitto.

THE FOREST IS MUCH MORE THAN A PLACE TO DO BUSINESS.


some Unilever packaging to raise awareness of issues related to sustainability. Hagen-Gierer sees that there is a growing number of people who are intensely aware that the products they purchase have an impact on the environment and care deeply about issues of sustainability. These chain of custody logos should help to make the traceability of certifi ed materials more transparent for consumers – just as the Rainfor-est Alliance symbol on a box of Lipton tea allows the product to be traced back to the certifi ed plantation in Kenya that produced the leaves, the logos on the Uni-lever packs will allow the raw materials for the packag-ing to be traced back to the sustainably managed forest that produced them.

THE HEART OF THE FOREST AND THE FOREST OF THE HEARTAfter a meandering drive deep into the forest to a second site, the group meets up with some forestry experts, who reveal the day’s next activity. The Uni-lever team is all smiles as bags of spruce seedlings are brought out, and they’re given the opportunity to plant them – an opportunity which they enthusiastically embrace. “Can I take one of these home?” asks one excited member of the party.

After the fun and hard work is over, hugs, handshakes and several warm, sincere rounds of thanks are shared, and the group departs. Only Riikka Joukio remains, to make sure that nothing has been left behind. She is pleased that the group from Unilever got to experience the Finnish forest. For many Finns like her, the forest is much more than just a place to do business. “It’s also a special place, a place of recreation and relaxation. Some mill workers even own forest around here,” she says. It’s certainly true to say that forest life remains very much at the heart of Finnish culture �

Using a Finnish Pottiputki, a result of product development that makes planting more ergonomic.

The group toasts their success with sparkling drink made from kuusenkerkkä (spruce shoots) in traditional wooden cups called kuksa, gifts for the Unilever team.

CASE 1

ÉMOI INFINI SHOWS A NEW WAY FORWARD FOR INTEGRATED ECO-DESIGN.



Émoi Infi ni is the result of a collaboration between eight partners, including Extrême Paris – a French design agency that works with the cosmetics and perfume giant L’Oréal, the beautycare group Johnson &

Johnson and other well-known brands. The agency’s knowledge of the perfume market was the main rea-son it was chosen to join the seven other partners. In May this year, the group convened to create a new fragrance from scratch – in less than fi ve months. Émoi Infi ni was successfully launched at the Luxe -Pack exhibition in Monaco in October.

The group met weekly from June to October, working hard to achieve the goal of creating a luxury product with sustainability at its core.

“Despite there being no plans to commercially launch the product, the team wanted to produce a calling card to the industry through a major display of creativity at LuxePack,” says Pauline Faure, Head of Strategic Planning at Extrême Lab.

The partnership is known as the Mouvement Infi ni, and the product name, Émoi Infi ni, is inspired by the symbol for infi nity with Roman, Greek and Indian heritage. This also became a key design characteristic of the bottles and packaging, with the symbol representing con-tinuing ecological aware-ness and consideration for future generations.

Eco design is at the heart of the Émoi Infi ni range of fragrances, which is produced with the environment and green issues very much in mind. Text: Jeremy Slater Photos: Thibault Stipal

WITH ECO DESIGNCREATING EMOTIONS

Pauline Faure and Anthony Hazera-Donis


“Together with our partners, we wanted to produce a very distinctive design that highlighted both the ecological and luxury characteristics of the product,” adds Anthony Hazera-Donis, Artistic Director at Extrême Paris.

Each step in the process – from the raw ma-terials to the fi nal packaging – was well planned and designed, with sustainability and ecological issues at the forefront of every partners’ think-ing. The packaging converter, Wauters, used environmentally friendly printing process and

produced the carton without glues or adhe-sives.” Strand and Mane provided organic

juices and SGD produced the bottle from a 100 per cent recycled glass. M-real sup-

plied the lightweight, PEFC-certifi ed Carta Elega 280 g/m² cartonboard

for the box and internal sheath, and Carta Elega 200 g/m² for the enclosed presentation leafl et.

The three organic scents that make up the range – Elle, Moi and Lui – come in distinctive bottles produced

by SGD. “Although each individual fragrance

is designed for a particular member

of the family,” says Faure, “we feel they are also universal. The

perfumes are more about sharing emotions than just fragrances – the product promise is to make the wearers think of each other, while at the same time giving them the sense of enjoyment from a luxury perfume.”

CAREFUL THINKING“Émoi Infi ni translates as infi nite emotion, and our aim was to create a fragrance, packaging and bottle design that would all elicit an emotional response in people,” Faure states.

The bottles each contain 50 ml of perfume that has been approved by Ecocert, the French control and certifi cation organisation. The 100 per cent natural scents are based on mandarin, citron tree and water for the children’s fragrance; iris, Italian bergamot and orange for the women’s; and lem-on, rose, néroli and Gaillac wood for the men’s.

Every aspect of the product design has been carefully thought out – from the packaging right through to the pump, produced by Rexam, and the bottle cap, which was created by VPI.

“I think we have created a great product, both from the point of view of the manufacturers who produce it and the consumers who wear it,” says Faure. Émoi Infi ni shows what can be achieved with a fully integrated eco-friendly approach. These ecological considerations put no constraints on creativity or design. By launching Émoi Infi ni, we are showing a new way forward for moving from integral eco-design to integrated eco-design,” Faure concludes. �

WANT TO SMELL GORGEOUS?

Please give us your feedback – the lucky winners will

receive a three-in-one Émoi Infi ni package!

For more information, see page 6.

CASE 1

Pauline Faure is Head of Strategic Planning of Extrême Lab.


CASE 2

When the Italian housewife selects pasta for her shop-ping trolley, she most likely thinks nothing of the process

behind its production. The package on the supermarket shelf is the result of hours of planning and brainstorming meetings, product development and manual labour.

On a clear autumn day in Simpele, south-eastern Finland, one such meeting is underway. Packaging Purchasing Man-ager Eliano Apicella and Cardboard Mate-rial Purchasing Manager Fulvio Profeta of Barilla, a leading Italian food producer, have come to visit M-real’s Simpele plant.

They spend the morning touring the mill and the afternoon visiting a nearby forest. Thankfully, Finnish nature is dis-playing its tame side: the party didn’t run into any bears, and only saw one frog.

A crayfi sh dinner provides a good opportunity to fi ne tune new coopera-tion plans; Barilla is already using some quantities of M-real Simcote folding boxboard for its pasta and bakery product packaging.

LIGHTWEIGHT MEANS ECOLOGICALManufactured from primary fi bres, Simcote is a true lightweight board,

MAMMA MIA! Text: Tiina SuomalainenPhotos: Barilla

Italian pasta deserves nothing but the best packaging. The Italian food manufacturer Barilla chose folding boxboard produced at M-real’s Simpele mill not only because of its high quality, but also because it’s a sustainable choice.

PRODUCT PACKAGING IS THE RESULT OF HOURS OF PLANNING MEETINGS, PRODUCT DEVELOPMENT AND MANUAL LABOUR.


combining effi ciency, econ-omy and ecology. Further-more, Apicella and Profeta are particularly enthusias-tic about the sustainability

of the product. “Sustainability is the main reason for

us coming to Simpele. We’ve been doing lifecycle assessments since 2002 and have found that the environmental impact of a product is strictly correlated to the weight of its packaging,” Apicella emphasises.

Sustainability is a key part of Barilla’s business strategy. The company’s sustain-ability programme comprises seven diff erent challenges, one of them being the environment. Barilla aims to reduce its ecological footprint, by paying particular attention to packaging materials, among other factors.

“We want to use less packaging material and increase recycling. The fact that Simcote is 100 per cent recyclable is, naturally, a valuable asset for us,” Apicella says.

In addition, the PEFC forest certifi ca-tion label guarantees that the customer is able to trace the origin of the wood used to produce the board – an-other factor that is very important for Barilla.

A RELIABLE PARTNERIn addition to its sustainable qualities Simcote off ers other

advantages for Barilla, one of them being food safety, which is as an essential aspect of overall reliability. “When I talk about food safety, I don’t mean the question of recycled fi bre versus primary fi bre. Many packaging materials manufactured from recycled fi bre are perfectly clean. What I mean is that Barilla wants to work with reliable partners such as M-real,” Apicella points out.

Massimo Caviola, Sales Director of M-real Italy, underlines the fact that M-real shares Barilla’s vision for high quality

food packaging. Caviola sees many good rea-

sons why it pays for Barilla to use Simcote. Reliability, of course, is the primary reason. Reliability is

aff ected by many factors, and the fact that M-real can guarantee an unbroken chain from production to transportation is one of the main reasons it is considered a reliable partner.

“Furthermore, for Barilla packaging is part of the corporate image. Through our product innovations, they fi nd properties such as lightweighting, quality consist-ency, and high runnability and printability on converting lines.”

Even though Caviola doesn’t want to comment on the role of the consumer, the truth is that these qualities above all serve the last link in a long chain. They improve the quality of life of that Italian mother and her family when the pasta come homes intact from the store and the lightweight board produces less waste when disposed of. �

FACTS

Barilla Group

• One of the top Italian food groups

• Renowned for its pasta products,

the company also produces pasta

sauces, bakery products and

crispbread.

• Employs more than 15,000 people,

with net sales exceeding €4,17 billion

in 2009.

• Established in 1877.

• Find out more at www.barillagroup.com

“WE WANT TO USE LESS PACKAGING MATERIAL AND INCREASE RECYCLING. THE FACT THAT SIMCOTE IS 100 PER CENT RECYCLABLE IS, NATURALLY, A VALUABLE ASSET FOR US.”


COLUMN

JOINTresponsibility

Carton packaging is a multidimen-sional product. Not only are we talking about length, width and

height, but also about shape and de-sign. This also applies in terms of func-tionality. Packaging protects, informs and markets products in a unique man-ner. But there is also an added special – ethical – perspective. Packaging per se prevents the loss of foods, and pack-aging made of cartonboard adds a very special dimension.

Every day, when we decide on a packaging made of carton, be it private-ly or professionally, we contribute to the advantages of ecological sustainability benefits of the consumers’ most popu-lar packaging material, an active contri-bution against the increased pollution of our oceans with non-degradable other packaging materials.

In Europe, the raw material for car-ton is derived from sustainably man-aged forests. More trees are planted than felled, increasing forest areas by 510,000 hectares annually. Sustainably managed forests absorb considerably more CO2 than unmanaged forests. As a result, an increased demand for folding cartons at the same time increases car-bon absorption and thus actively con-tributes to protection of the climate.

The recycling of folding cartons and other paper and carton products also re-tains carbon, thus helping to reduce emis-sions. The carbon absorbed in the carton-board is not passed into the atmosphere, the wood fibre remains part of the value chain: a clear benefit for our environment.

The European carton industry has continuously improved the environmen-tal efficiency of its value chain: between 2005 and 2008 alone, the CO2 carbon footprint for folding cartons improved by 7 per cent.

A decision in favour of folding car-tons also promotes the use of renew-able energy sources: more than half the primary energy used in Europe for the production of pulp, paper and cartonboard is biomass.

This not only gives the manufac-turers of cartonboard and cartons peace of mind, environmental com-patibility is a major concern among consumers. Studies have document-ed that consumers welcome packag-ing made from renewable resourc-es which are easy to recycle, just like folding cartons. The excellent image of cartonboard on this score (and it is not the only one) have contributed considerably to the economic success of the product.

However, the ethical aspect of the supply chain to the customer is not just a question of personal attitude. To be fully effective, the entire supply chain needs to act as one at all levels.

And there are numerous promising approaches. The cartonboard and fold-ing carton industry are cooperating more closely, for example, in a study of the Swedish Institute for the Environment IVL on the topic of “Cartons and Carbon Footprint“. The retail trade and branded goods manufacturers are also collabo-rating extensively on important ques-tions, as demonstrated by platforms such as the ECR (“Efficient Consumer Response“) and the Consumer Goods Forum. These alliances are the direct re-sult of realising that it is impossible to shape the future alone.

Pro Carton, in its role as joint organ-isation for the promotion of cartonboard and folding cartons, made either from virgin fibre or recovered paper, raises the awareness of these unique aspects of this packaging material among all

decision makers in the supply chain – ranging from the cartonboard and the folding carton industry to designers, the makers of branded goods, the re-tail trade and lastly, the consumers. The monthly Pro Carton E-News-Service provides up-to-date news on all devel-opments in five languages. The E-News are available to all interested parties of the supply chain. All that is required, is to register at www.procarton.com.

Cartonboard and folding cartons still offer numerous design and technical opportunities. Making the most of this potential for our customers and our in-dustry as part of ecological sustainabil-ity is our joint responsibility. �

Roland Rexchairman of Pro Carton, Association

of European Cartonboard and Carton Manufacturers

www.procarton.com


It is an iconic Scottish brand that enjoys unrivalled worldwide recognition thanks to its rich history, time-hon-oured production process and unique

flavour. Chivas Regal, widely regarded as the most prestigious premium-blended Scotch whisky in the world, needs little introduction – its quality and reputation speak for itself.

Much has been said and written about the romance and tradition associated with the Scotch whisky industry and, looking out of the window at Chivas Brothers’ headquarters in Dumbarton in the west of Scotland with the view of Ben Lomond in the distance, it’s easy to see why– fresh air, rolling hills, the purest water and truly natural beauty.

Ian Borland, the company’s Supply Chain Sourcing Manager, admits that Scotland itself is a great selling point for whisky: “Mention Scotland anywhere in the world and people immediately think of two things – whisky and golf. It’s what we’re famous for. Whisky, in particular, has deep-rooted, historical and cultural connotations that producers like us can capitalise on.”

While Chivas is now part of the global Pernod Ricard stable, it has retained its Scottish autonomy and unique brand iden-tity. “Being part of a large organisation like Pernod Ricard brings with it many benefits and synergies, and enables us to make cost-savings and do things more efficiently in many areas,” says Borland. “But we are encouraged to be entrepreneurial and to do the best we possibly can to grow and devel-op our wonderful brands. When it comes to whisky, and brands such as Chivas Regal, The Glenlivet and Ballantine’s in particular, you have such an amazing story to tell and very powerful provenance – that is what catches the imagination of the people who buy and enjoy our products.”

A MODERN BUSINESS STEEPED IN TRADITIONStrathisla distillery, the oldest working dis-tillery in the Highlands, produces Strathisla malt whisky, which lies at the heart of the Chivas Regal blends. Together with Ballan-tine’s and The Glenlivet, Chivas Regal has recently helped Pernod Ricard, the world’s second-largest drinks group, post first-quar-

ter organic sales growth of 10% – well above market expectations. Pernod Ricard’s other brands include Absolut vodka, Beefeater gin, Martell cognac, Malibu liqueur and Jacob’s Creek wine.

But few of its stablemates can boast a history as rich and as long as Chivas. The founders of Chivas Brothers – James and John Chivas – had a philosophy based on quality and high standards. It was their dedication and, crucially, passion for whis-ky that laid the foundations for the creation of the world-famous Chivas brand.

The company itself was founded in 1801. Today, it employs 1,500 people in modern office buildings, two state-of-the art bot-tling plants at Dumbarton and Paisley, 16 distilleries and more than 300 warehouses. As pioneers in the art of blending, James and John Chivas would be justifiably proud of their famous brand, today under the guardianship of Master Blender Colin Scott, whose own association with Chivas Brothers spans over 30 years.

Using his skills to harmonise the fla-vours from Scotland’s finest malt and grain whiskies to produce a blended whisky of

Text: Karen Peattie Photos: Iain McLeanA TASTE

INTERVIEW

FOR TRADITION


THE LABEL OF

CHIVAS REGAL

the highest quality and consist-ency, the Master Blender care-fully selects the best malt and grain whiskies to create the famous Chivas Regal brands: Chivas Regal 12 Year Old; Chivas Regal 18 Gold Signature – a special blend created by Colin in 1997 that provides an even more luxurious expression of the Chivas Regal personality; and Chivas Regal 25 Year Old – a unique ultra-premium blended Scotch whisky, developed from a selection of the best whiskies aged for at least a quarter of a century.

FINDING THE RIGHT BALANCE“The whisky industry is quite robust,” says Borland. “Although we have had our fair share of crises since 1801! What gives Chivas an edge, though, is our point of dif-ference and the fact that people will always want to drink whisky. All the same, we can never be complacent and that’s why we are always looking to develop new products and establish ourselves in new and emerg-ing markets, such as South America and the Middle East. It is also about premiu-misation. Our product is very high-end, but we must still try to add further value

through innovation.”An example of this is a partnership

with Designer Christian Lacroix to produce limited edition Chivas Regal bottles which have become much sought-after by collec-tors. “We introduce a number of new prod-ucts every year,” explains Borland. “Collabo-rations such as those with Christian Lacroix have proved enormously successful for us – bottles featuring a unique design, restricted batches and very old whisky continue to be in high demand all over the world.

“The average person buying a bottle of whisky will still think of Scottish hills, heather and the ‘water of life’. While we will always do our best to keep that image alive, we must also fi nd a balance between the traditions associated with whisky making and the fact we are part of a global company, operate out of modern facilities, and sell and market our products all over the world.” �

Chivas Regal mainly use CHROMOLUX alu for their labels, but also CHROMOLUX 700 on certain products. Their most popular brand, Chivas Regal 12 Year Old, uses CHROMOLUX alu 80 g/m2.

Ian Borland at Chivas Brothers’ headquarters: “It’s the amazing story behind Chivas Regal that captures the imagination of the people who buy our products.”

“THE WHISKY INDUSTRY IS QUITE ROBUST ALTHOUGH WE HAVE HAD OUR FAIR SHARE OF CRISES SINCE 1801!”

22 m-real magazine | issue 2 # 201022 m-real magazine | issue 2 # 2010

Earth, air, water, fi re –

the four classical elements

refl ect the essential parts

which the constitution and

fundamental powers of

everything are based on. If

one is missing, there’s no life.

Text: Charlie Bass, Photos: Sirpa Levonperä, Model: Sari

STYLES & COLOURS

QUINTESSENTIAL

EARTHLiving soil is the root of all life; it is

how the Earth got its name. Soil provides a foundation, the base from which living things sprout and grow. It provides nutrition for plants, which in turn feed animals and humans. It provides us with the resources to create great things and gives us a connection with our spiritual and family roots.

iSto

ckPh

oto

23m-real magazine | issue 2 # 2010 23m-real magazine | issue 2 # 2010

AIRAir gives life, and is the most

important element for plants and animals. People and plants form a vital part of the atmospheric cycle – by breathing, we generate carbon dioxide for plants to take up and use in the process of photosynthesis, which in turn produces oxygen for us to breathe. We feel the air in the wind, and it is the wind that disperses the seeds of plants, beginning the cycle of life once again.


STYLES & COLOURS


WATERWater covers 70 per cent of our

planet. It follows a constant cycle of transformation – evaporating from the ocean, falling as rain on the soil and travelling as rivers back to the ocean. All living things need water to survive – plants take it up from the soil, animals walk great distances to fi nd it, and it is essential for human survival.

25m-real magazine | issue 2 # 2010 25m-real magazine | issue 2 # 2010

FIREFire transforms, It gives as well as

takes, and in the process changes one form of energy into another. Air feeds the fi re, water extinguishes it, and the energy returns to the earth – ready to be used again to feed life. Fire has been essential for the development of civilisation on earth, providing heat, light and energy for people throughout the ages. �

iSto

ckPh

oto


A

According to Researcher Virpi Korhonen, these four features come up in nearly every consumer group. Only the marginal group

of Egoists does not put much value on environmental friendliness.

The consumer group that should be kept in mind when designing packages consists of people who appreciate eco-design. It is

growing rapidly, especially in the West, with Russia following in the longrun.

“What Rus-sians appreciate still more than ecological aspects are strong tradi-tions, as well as

new, attractive and innovative packages,” says Korhonen, who works as a researcher at the Association of Packaging Technol-ogy and Research. To prove the point, she opens a box of chocolates that are popular in Russia. Made of board and wrapped in plastic, the box contains four individual plastic compartments seamed with a metal laminate. Each compartment, in turn, has

four chocolates in paper cups.“At least the chocolates haven’t suff ered

any damage during transport or in hot sum-mer weather,” says Korhonen.

THE MAJORITY FAVOURS ECOLOGICAL PACKAGESElsewhere in the world, however, an environment- and design-conscious attitude is a strong trend, making it an important consideration in packaging design. Korhonen conducted a longitudinal study of consumers, whom she divided into fi ve groups based on their responses: Environmentalists, Eco & design focused, Cost-oriented, Quality & design focused and Egoists. The Environmentalists and Eco & design focused were clearly the two biggest consumer groups, while only the marginal group of Egoists put little value on being

Whatever the product, everyone appreciates the importance of an attractive package. But there’s more to a good package than just being visually appealing – it must also be informative, practical, easy to open and environmentally friendly.

SUSTAINABILITY

B

C


environmentally friendly. The relatively small size of the Cost-oriented group

indicates that these days, fewer and fewer people choose their products solely on the basis of an inexpensive package.

As well as being environmentally friendly, packages must also be com-petitive in terms of their design.

“More and more often, packag-ing entices consumers into impulse buying and pampering themselves,” says Korhonen. When designing the package, the target group must be taken into consideration so that it is drawn to the package by its appear-ance. That is the fi rst step towards the cash register.

The hottest trend in package design now involves multiple senses

and experiences.“The goal is to make consumers, if not

fall in love with, at least grow fond of the package,” continues Korhonen.

DIFFERENCES IN THE ENVIRONMENTAL IMAGE OF MATERIALSA good starting point for design is to select an environmentally friendly packaging ma-terial that has a strong impact on the prod-uct’s image. Consumers consider board and paper to be the most environmentally friendly materials.

“Fibre-based board and paper have an exceptionally strong environmental image, especially in northern Europe.”

As a packaging material, glass is prima-rily associated with high-quality, expensive products while plastic has an everyday, economical image. Aluminium comes

Text: Tytti HämäläinenPhotos: Sirpa Levonperä

IN A PACKAGE?

A, B, C, D or E – which are you?

D

E


THE RESEARCH

RESULTS

COST-ORIENTEDModerate recyclers who prefer cost-eff ective packaging.

ECO & DESIGN FOCUSEDRecycle regularly. Prefer packages that are ecological, yet prestigious in design.

QUALITY & DESIGN FOCUSEDDon’t recycle much. Value packages that are aesthetically pleasing and of premium quality.

EGOISTDon’t recycle much. Prefer packages that are convenient to use.

ENVIRONMENTALISTRecycle all packaging and are willing to pay a premium for pro-environmental packaging. Prefer as little packaging as possible.

What kind of a consumer are you?

A B C D E

second only to glass in its perceived quality and aesthetic value, while tin, is considered to be old-fashioned.

“However, consumers are divided as to the environmental image of glass, with some seeing it as ecological, and others not. There is no such division about plastic, aluminium and tin, which are generally considered to be unecological materials,” says Korhonen.

It’s therefore clearly advantageous for the packaging manufacturing industries and companies packing goods to provide consumers with the environmental benefi ts brought about by packaging. They can do this by ensuring product preservation and a suitable size so that products are not wasted.

TOWARDS A REDUCTION IN PACKAGING MATERIALEnvironmental friendliness is not just about the quality of the packaging – it’s also about the quantity. Cookies wrapped in multiple packages and breakfast cereals condensed in their boxes strengthen the consumers’ image of over-packaging. “Reducing packag-ing material and replacing it with more eco-logical alternatives is what many consumers are looking for.”

This brings up the other side of the coin:

if a foodstuff , for example, is not packaged properly, it may not reach the store shelf in one piece. Consumers sometimes have trouble understanding modern goods lo-gistics and the related demands. At the end of the day, the main task of packaging is to protect the product and prevent spoilage. After all, in many cases packaging accounts for less than 10 per cent of the carbon foot-print of perishable foodstuff s.

LOCAL FOOD A GROWING TRENDLet’s return to two of the other most important properties of packaging – being informative and easy to open.

All fi ve consumer groups considered product information to be the most impor-tant feature of packaging. In fact, many consumers could not buy products without food labels due to allergies and other dietary requirements. “Older consumers in particular fi nd it diffi cult to read package texts and dates,” Korhonen points out. This is why product information, such as the energy content and the ingredients, must

be clearly displayed.What consumers fi nd most irritating

about packages are diffi culties in opening and closing them. These aspects accounted for nearly half of the feedback received in the study, which underlines the need for packaging to be as easy to open as possible. Being lightweight and a size that fi ts easily into the fridge or kitchen cupboard also make products more practical to use.

Understanding the needs of consum-ers, as well of the packaging itself, could be the key to unlocking the potential of what Virpi Korhonen believes is another future growth trend – local food. It is increasingly sought after in stores, but coming up with appealing packaging that is also economi-cally and logistically functional can be a real challenge for local food producers. However, modern packaging materials and technologies, including digital print tech-

nology, enable the small production runs that make such packaging a reality – and ensure the food stays truly local. �

ENVIRONMENTAL FRIENDLINESS IS NOT JUST ABOUT THE QUALITY OF THE PACKAGING – IT’S ALSO ABOUT THE QUANTITY.

www.m-real.com

Carta Elega and Carta Solida, a natural canvas for cosmetic art.

Carta Elega and Carta Solida are M-real’s sustainable lightweight beautycare boards.

They offer both cost effectiveness and excellent surface properties equal to those of heavier

grades. A tradition in respecting the environment.


HARDWARE

“We have been discussing green matters with our end consum-ers since as early as 2004,” says Stephen Vail, Regional Director at

M-real, Paper & Forest Products, Redhill, UK. “We are not the ones selling paper – merchants and sta-tionary suppliers do that – but we help users make more informed decisions.”

Green matters can be rather confusing. What ex-actly is a carbon footprint and how does it correlate to climate change? Add the question of sustainabil-ity to the mix and consumers may be a little puzzled about what it all means.

Vail points out that people in Britain awoke to environmental matters several years ago, when the government began campaigning about overfl owing landfi lls.

“We do not have much space for landfi ll sites, so one solution was to encourage recycling. Suddenly everyone was saving bottles, tin cans and paper. It has since developed into a big business.”

RAISING – AND RESPONDING TO – AWARENESSSince the landfi ll discussion, the focus has increas-ingly been on sustainability and ways to tackle climate change.

According to Vail, university students at recruit-ing events increasingly ask questions about compa-nies’ sustainability policies. It is clearly a growing is-sue and one that people are intent on learning more about. “In fact, nowadays people know a lot about environmental matters, but they don’t know how all this actually aff ects them and what they could do about it,” Vail explains. “They want to know if simple solutions like using recycled paper will really matter in the long run.”

Recycled paper has in the past been considered a lower quality product, but this is no longer the case. M-real developed a new kind of recycled offi ce paper, Evolve, that is comparable with virgin-fi bre papers.

To increase awareness of the innovation, Vail fi rst contacted a government offi ce where there was

How green is your copy paper? Nowadays, many of those who buy M-real offi ce papers in the UK actually know the answer to that question.

GREEN MATTERSText: Maarit KauniskangasPhotos: iStockPhoto

MATTER


a large paper tender.“We discussed their needs regarding

papers and their policies on sustainability. Then we looked into how M-real – with our entire product line, from virgin fi bre to recycled fi bre based products – could meet their requirements. I also contacted paper merchants and stationery suppliers and discussed sustainability and how to be prepared for the demand for certain types of papers.”

Vail thereafter contacted fi nancial in-stitutions. Until then M-real had not been a recognised supplier in this sector. The next step was to contact some of the large companies listed on the London Stock Exchange.

THE SUSTAINABILITY TEAMStephen Vail, Sara Gladstone and Kate Cathie, continue to deliver the green mes-sage with Offi ce Papers’ end consumer communications. In addition to visiting paper buyers, they build networks by at-tending conferences and events such as the Mayor’s Annual Awards and govern-ment seminars on climate change.

“We also have an open dialogue with London Remade, a government-funded consultancy that works with most of the large corporations in London,” says Glad-stone. “They advise on matters related to climate change, carbon footprints, sustain-ability and waste.”

“We also communicate with our customers about our production process

issues, such as waste and water emis-sions,” Cathie continues. Vail adds that honesty is vital – “green washing” does not help anyone.

But is the discussion on green matters actually refl ected in the sales fi gures? Ac-cording to Vail, the sales growth in M-real sustainable offi ce papers has been three times what was expected. And consumers interested in sustainable solutions have also been consistent – fl uctuations in the paper market do not aff ect their decisions. In fact, paper merchants have been invit-ing M-real sustainability consultants to accompany them to their client meetings.

KEEPING IN TOUCHCommunication with paper users contin-ues with M-real’s “Sustainability News”, a newsletter edited by Cathie and Gladstone. The newsletter is e-mailed every three or four months to over 150 contacts and 90 companies that have opted to receive it.

“This is really a two-way communica-

tion as we get lots of feedback from our readers,” explains Gladstone.

Stephen Vail notes that this kind of communication is not common among other offi ce paper producers.

“The next challenge is France,” Vail re-fl ects. “We cannot just copy and paste what we have done in the UK. In France the gov-ernment has not been as active in sustain-ability matters as in the UK. And just as the landfi ll issue was the starting point in the UK, the impact of paper production on water balance seems to be a crucial factor in France.” Whatever the motivation, the result should be the same – that French consumers too will soon know how green their copy paper is. �

“NOWADAYS PEOPLE KNOW A LOT ABOUT ENVIRONMENTAL MATTERS, BUT THEY DON’T KNOW HOW ALL THIS ACTUALLY AFFECTS THEM AND WHAT THEY COULD DO ABOUT IT.”


news

The icon of ice creams, Magnum, is indulgence all over. The ice

cream and the packaging speak the same language: pleasure and luxury. A speciality of this brand is its carton packaging, which uses M-real’s Simcote 230 g/m2. The carton is converted by Van Genechten Packaging.“We chose Simcote because of its excellent properties. It is a food-safe

grade, which is necessary because of direct contact between the ice cream and the carton. On top of that, board is a sustainable material. The weight of the packaging also plays an important role, and with Simcote we were able to combine the required carton stiffness with minimum weight,” says Wilfried Duivenvoorden, European Supply Manager at Unilever.

As part of the Moomin’s 65th birthday celebrations, the beloved

characters from Tove Jansson’s enchanting tales are once again being brought to life on a new series of colourful greetings cards.

Manufactured by leading Finnish greeting card producer Karto, the bright, lively designs are printed on M-real Carta Integra cartonboard. Karto, which has been using M-real boards for more than 10 years, chose Carta Integra 265 g/m2 for its excellent visual properties that make it ideal for luxurious print designs and special fi nishes.

With little or no text content, the sales appeal of the one-sided cards depends largely on reproducing the familiar characters exactly as their fans have accustomed to seeing them. The cards were offset printed, coated with a dispersion varnish and given a special fi nish with a glitter spot varnish.

A tempting ICE CREAM

Carta Integra helps bring THE MOOMINS TO LIFE

© Moomin Characters TM

© Moomin Characters TM


M-real has decided to invest in the expansion of the cartonboard production and sheeting operations at the

Simpele mill. This will increase the annual folding boxboard capacity of Simpele mill by about 80 000 tonnes. The value of that investments is expected to be approximately EUR 26 million and will be completed in summer 2011. Following the investment the total folding boxboard capacity of Simpele will be approximately 300 000 tonnes per annum. The production will mainly be sold to food packaging purposes. “As the market leader in folding boxboard M-real is taking this step to moderately increase the capacity to be able to serve customers even better. After the investment Simpele machine is the biggest and most competitive folding boxboard machine in Europe,” says CEO Mikko Helander. M-real has also decided to modernise the coating section at the Kemiart Liners mill in 2011. Through the investment, totalling approximately EUR 16 million, M-real will focus more on the coated grades and improve the product quality. “M-real is the world market leader in coated white top liners. This investment is an important development step that is further strengthening M-real’s market and quality leadership,” says CEO Mikko Helander.

CEPI guidelines have been launched

The Confederation of European Paper Industries (CEPI) and the International Confederation of

paper and board Converters in Europe (CITPA) have launched the voluntary ‘Industry Guidelines for the Compliance of Paper & Board Materials and Articles for Food Contact’. M-real has been following the Industry Guidelines already for years.The Guidelines give guidance to paper and board producers, as well as institutions and public authorities, on how to ensure that paper and board meet the quality standards appropriate for their use in contact with food.“The Guidelines offer, in the absence of a specifi c legislative measure, the alternative of self-regulation.There is now a period of opportunity during which the paper-based packaging chain can show that its own guidelines can deliver,” explains Jori Ringman, CEPI Recycling and Product Director.

Get to know SAVE!

Remember SAVE!, the copy paper featured in the previous issue of M-real Magazine? Well,

as a reminder, SAVE! is a lighter (65 g/m²) paper designed especially for environmentally aware yet cost conscious organisations. The paper’s excellent bulk and stiffness give it trouble-free runnability, making it the ideal choice for internal and volume printing jobs.

If you want to know more about SAVE! and you’re coming to the Paperworld 2011

trade fair in Frankfurt (January 29–February 1 2011), you can visit M-real’s dedicated SAVE! stand at the fair. Here, you’ll be able to grab sample packs of SAVE! as well as other M-real products. You can also fi nd out more online at www.save-papers.com.

NEW INVESTMENTS AT SIMPELE and the Kemiart Liners mill


m x 1

m x 1

m x 1

x 2,200,000,000

HOW MUCH TREES GROW

m x 1

m x 1

JANUARY

FEBRUARY

MARCH

APRIL

MAY

JUNE JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

The ANNUAL GROWTH of trees is 99.5 million m³.

There are 2.2 billion m³ of WOOD IN FINLAND’S FORESTS.

The GROWING SEASON is about 80 days long, the AVERAGE DAILY GROWTH is more than one million m³.

During the growing season, the daily growth of the GROWING STOCK IS EQUAL to a dense pile of wood one metre tall, one metre wide and a thousand kilometres long.

x 99,500,000

m x 1

m x 1

m x 1

km x 1,000

IN FINNISH FORESTS


BIODIESEL

TOILET PAPERS

Cartonboard for 10,000 CHOCOLATE BOXES

60,000 SHEETS OF A4 COPY PAPER

HOW TO UTILISE WOOD

x 10,000

x 10,000

One large timber tree or trees from a tennis court-sized thinning area PRODUCE ONE CUBIC METRE OF WOOD.

You can GET ONE OF THE FOLLOWING OUT OF one cubic metre of wood (1 m³):

Wood is a renewable, recyclable and energy-efficient raw material which can be wholly utilised in the

production processes of the Metsäliitto Group’s various products.

for 12 people for one year

enough to drive 1,250 km in a passanger car

Cartonboard for 20,000

x 1 year

x 1,250 km

POCKET BOOK COVERS

x 10,000

THE BASIC ELEMENTS OF LIFE:

EARTH

AIRWATER

FIRE

STAKEHOLDER MAGAZINE 2/2010 - Metsä Board · STAKEHOLDER MAGAZINE 2/2010 THE BASIC ELEMENTS OF...

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