Metsä Fibre’s strategy: towards sustainable excellence

Our aim is clear: we want to be the world’s best and most profitable bioproduct producer from Nordic wood raw materials


Our goal is to exceed our customers’ expectations in everything we do. To achieve this, we invest in long-term cooperation and an in-depth appreciation of our customers’ needs and value chains. We pursue market leadership in the main products produced by our pulp and sawn timber businesses, and our goal is to be the preferred supplier for companies that are spearheading their own industries.

The excellent quality of our products is a requirement for exceeding our customers’ expectations. We ensure this with continuous development of our product quality, by effectively managing deviations, and with highly skilled customer service. We are a forerunner in pulp and sawn timber markets, and we provide services that create high added value for our customers.


We aim for excellent performance in all our operations. Success in this requires a focus on what is important as well as clear goals.

We engage in systematic and continuous development work to improve our production and cost efficiency. This is contributed to by correctly timed maintenance investments and major repairs to our production units. Clear business processes, continuous measurement of our performance and the utilisation of uniform ways of working guarantee efficient high-quality operations in all our locations, and the effective implementation of best practices.

Continuously minimising the environmental impact of our operations is an essential aspect of excellent performance and we consider the principle of sustainability throughout the value chain.


Achieving lasting excellence requires the best personnel. We are particularly focused on developing outstanding leadership and supervisory work. We strengthen the profitable and engaging operational culture that supports open dialogue, and offer high performing personnel new responsibilities and challenging tasks to ensure their professional development.

We want Metsä Fibre to be the most sought-after workplace, with a strong innovative culture and a winning attitude. We also require a first-class performance from our partners. Excellent safety and well-being at work create the foundation for the best personnel. Safety is our first priority, and we aim for
zero accidents at all our locations.


Being a trailblazer and having the courage in the face of change ensure our success will continue in the long run. We actively develop future pulp and sawmill technologies as well as new bioproducts, in close cooperation with our partners. New bioproducts increase the cost efficiency and growth of our pulp and sawmill businesses and create a sustainable bio and circular economy. The achievement of sustainable excellence requires us to be ready for new strategic choices and technologies. Our operations must also live up to the highest standards.

In terms of the renewal of pulp mills, we have developed a unique bioproduct mill concept, the first implementation of which is the Äänekoski bioproduct mill. The mill is an excellent example of the implementation of our strategy – it allows us to respond to growing demand in the pulp market and strengthen the sustainable bioeconomy, while at the same time raise our environmental performance to a new level.

See also