Adding value inTurkey

​Executives and technical staff of Turkey's leading tissue and paper manufacturers turned out in force at the Zorlu Center, Istanbul, in September for a seminar on the science of tissue, including presentations from Metsä Fibre and chemicals manufacturer Kemira.

TEXT: PAT HUMPHREYS PHOTOS BY TOMMI TUOMI

Events like these are rare. "We are used to dealing with agents in the Turkish market," observes Fulya Eraktan, Procurement Group Manager for Yildiz Holding. "It's different to meet face-to-face and discuss business issues in person."
        

Yildiz is one of Turkey's best-known conglomerates, with operations that include foodstuffs, finance, packaging and personal care products. Its tissue subsidiary, Aktül Kağit, makes toilet paper, kitchen towels, napkins and handkerchiefs under the Komili brand name and for private labels.

"We currently manufacture 65,000 tonnes annually, and will double our capacity by the beginning of 2016," Eraktan says. "And of course the price of pulp is the most important component in tissue costs."

"The Turkish tissue market is growing rapidly, but everyone is investing in new capacity. Now some manufacturers are facing export problems due to the regional political situation, so even more output is being targeted at the home market. Competition is very tough."

Metsä Fibre has been a regular supplier of softwood pulp to Aktül Kağit.

"We have a very good relationship. Metsä really helped us by diverting supplies here in response to a lack of softwood in the Turkish market in recent years."

"As this technical tissue seminar demonstrates, we can always count on Metsä for commercial or technical support."

The right fulcrum

This view is echoed by Orhan Öğücü, chairman of Lila Kağit, one of the top tissue producers in Turkey. "Fibre characteristics are important and the presentations were very helpful," he observes.

"We've been in the tissue business for seven years, and Metsä has been with us from the start. Of course our technical people know their business, but a seminar like this refreshes the mind."

"TURKISH BUYERS ARE ALWAYS LOOKING FOR NEW INFORMATION," SAYS SARP ERKAYA OF PERICHEM.

Lila Kağit is a major exporter, selling 80 per cent of its output outside Turkey. "We have exported to 28 countries and are now entering our 29th market."

Öğücü sees logistics as an important source of added value. "Archimedes said: 'Give me the right leverage point and I can move the world.' In the same way, if you can solve the logistics issues, then I can sell anywhere."

Choosing virgin fibre

"The entire pulp industry is keenly interested in Turkey, thanks to very rapid growth in its demand for market pulp," explains Oliver Lansdell, a director at Hawkins Wright.

"Turkey has no domestic fibre production, but is installing a lot of new non-integrated virgin fibre tissue capacity. This will inevitably stimulate even stronger imports of market pulp."

New tissue machine installations in Turkey will stimulate pulp imports even more: Oliver Lansdell of Hawkins Wright.

Hawkins Wright is an independent consultancy that provides market intelligence and forecasting to forest product companies. "Tissue consumption is mostly stable in mature markets, although it's still growing in regions of rapid economic and population growth," Lansdell points out.

"But with little initial demand in emerging markets, sales really take off only when consumers reach a certain level of wealth and tissue becomes affordable. Then they want it not only for practical uses, but also because it can represent status."

We should not underestimate the quality difference between recovered and virgin fibre tissue, he adds. "Moreover, Turkish consumers believe that the whiter the tissue, the higher its quality. Tissue made from recycled fibre could be perceived as unhygienic and would stay on the shelf."

Sending a message

"Turkish buyers are always looking for new information, and an event like this puts us on the map," says Sarp Erkaya of Perichem. "It sends a strong message to customers that Metsä Fibre wants to work with them and grow together."

Perichem is a trading company with key employees who have been working with Metsä Fibre for ten years. Erkaya explains how this work has evolved: "Over this period Metsä has become committed to seeking major player status in the Turkish market, and not merely serving as a yo-yo supplier. The company has increased its market share from a couple of per cent to 22 per cent in just five years."

"It's unusual for a major supplier to arrange a technical seminar for customers in Turkey, but this event was warmly received. It also demonstrates that Metsä Fibre is seriously seeking strategic partnerships in this region."

Useful material

The seminar also has definite practical value, adds Semih Yeşilkir of Hayat Tissue, who attended with colleague Yasar Guloğlu:

"We will be applying this information in our mills and it will affect our business decisions."

Hayat is the largest and fastest growing tissue producer in the region. It currently has two machines operating in Turkey with a new one coming on stream early next year, plus one machine in Iran, one coming on line later this year in Russia, and one planned in Egypt.

"As a technical team, we were more interested in the practical presentations at the seminar," Yeşilkir says. "Some of the topics, such as the comparison of northern and southern softwood fibre, were entirely new to us and very helpful."

Like several other participants, Yeşilkir and Guloğlu have visited Metsä Fibre in Finland. "We've seen your mills and we know your quality, so it's good to see you here."

Related articles

  • Metsä Fibre Mill Managers presented, Rauma mill

    / Solutions

    A strong quartet

    ​We asked all of Metsä Fibre’s Mill Managers to describe the areas of expertise of their units and their own personal strengths.

    Read More
  • Kaskinen mill's rebranded BCTMP pulp portfolio launched

    / Solutions

    Two new BCTMP brands with improved properties

    ​Metsä Board’s rebranded High Yield Pulp portfolio was officially launched at the start of 2018 through Metsä Fibre’s global sales network. The project was based on extensive customer discussions and the chance to simplify the pulp offering into two well-distinguished products. Botnia High Yield BULK offers high bulk and brightness to mainly printing and writing paper grades. Botnia High Yield TENSILE provides excellent tensile strength and brightness for tissue and speciality papers.

    Read More
  • Sustainable wood supply as cornerstone of circular economy

    / Sustainability

    An efficient circular economy needs a sustainable supply chain

    ​Delivering an increasingly sustainable supply chain represents a fundamental cornerstone of Metsä Group’s forestry operations. Enhancing efficiencies, as well as implementing stricter environmental and ecological measures in sustainable forest management, have a considerable impact on how the group adds to the circular economy.

    Read More
  • Kate Stone

    / Solutions

    Making paper magical

    ​Any printed item can be given a digital soul by adding touch, connectivity and data, says Dr Kate Stone.

    Read More
  • FibreOnline

    Issue 1/2018/ Solutions

    Building 24/7 customer service – together

    ​Based on customer feedback and a user research project, Metsä Fibre has completely revamped their online services. Today, these services have become a holistic tool where customers can find everything they need and even download certifications to pass on to their customers. It’s all in one place – online – easily accessed 24/7 at the push of a button.  

    Read More
  • Paptic

    Issue 1/2018/ Partners

    Replacing plastics

    ​Paptic is a biobased, recyclable and renewable next generation packaging material made of sustainable wood fibre. Developed by a Finnish start-up company of the same name, Paptic is suitable for uses where plastic films have previously been the only alternative.

    Read More
  • Kemi mill

    Issue 1/2018/

    Prefeasibility study launched on renewal of Kemi pulp mill

    ​Metsä Fibre has launched a prefeasibility study on the renewal of its pulp mill in Kemi, with the option of either replacing the current mill or extending its life cycle.

    Read More
  • mill

    Issue 1/2018/ Solutions

    RFID pulp delivery tracking

    ​RFID (Radio Frequency Identification) is an identification technology that enables efficient and reliable real time tracking of pulp deliveries. Every pulp unit leaving a Metsä Fibre mill automatically includes RFID tags that help to ensure deliveries and minimise consignment errors.

    Read More
  • employee

    Issue 1/2018/

    Appointments at Metsä Fibre's mills

    ​New appointments at Metsä Fibre's mills announced.

    Read More
  • Äänekoski

    Issue 1/2018/

    Metsä Spring plans textile fibre production

    ​Metsä Group has established a new innovation company, Metsä Spring Ltd.

    Read More
  • Ismo Nousiainen

    Issue 1/2018/ Voice

    Pursuing excellence

    ​The business environment continually changes, and company operations must accordingly evolve to keep pace. There is always room to improve, and always an imperative to do so. Regeneration and continual improvement are no longer a choice, but a necessity and a condition for surviving in the modern era. 

    Read More
  • Kate Stone

    Issue 1/2018/ Voice

    Print is dead, long live print

    ​Print is the most pervasive human interface: we write on it, read it, wear it, sit on it and even eat from it!

    Read More
  • campfire

    Issue 1/2018/ Sustainability

    On a journey of sustainability

    Common sustainability goals bring industry operators together for a memorable event.

    Read More
  • Song

    Issue 1/2018/ Markets

    Eastern horizons

    ​Introducing Wangqiu Song – Metsä Group’s recently recruited SVP, Asia and China – and his unique perspectives on both the Finnish and Asian pulp businesses. 

    Read More
  • Li Na

    Issue 1/2018/ Partners

    Shared values strengthen cooperation

    ​Li Na, Vice Chairman of the Chinese Sun Paper company, says that Metsä Fibre’s strong brand reputation, core values and product quality form the basis of a solid partnership.

    Read More
  • Äänekoski

    / Sustainability

    Key Customer Event showcases sustainable forest management

    ​Running through May 23-25, Metsä Fibre organised a Key Customer Event in and around Äänekoski, the site of its new bioproduct mill, inviting international clients to Central Finland.

    Read More
  • technology

    Issue 1/2018/ Voice

    A digital revolution

    ​Technological trends arising from digitalisation, such as IoT, artificial intelligence and data analytics, are having a major impact on society, the world of work and the business operations of Metsä Fibre.

    Read More
  • Issue 1/2018/ Sustainability

    New combination certificate covers all Metsä Fibre operations

    ​Metsä Fibre’s aim of continuously improving its operations is supported by certified control and management systems, related to quality, the environment, energy efficiency and safety. The systems enable, for example, tracking the origin of the wood raw material and following the logistics chain.

    Read More
  • old Äänekoski mill

    Issue 2/2017/ Sustainability

    Recycling the old Äänekoski mill

    ​The start of operations at the new Metsä Fibre bioproduct mill in Äänekoski has meant shutting down the old pulp mill, and its demolition is currently under way. This work began in June by dismantling the old wastewater treatment plant.

    Read More
  • Woman using a tablet

    Issue 2/2017/

    Customer satisfaction high at Metsä Fibre

    The annual Metsä Fibre customer satisfaction survey was completed again this summer with interviews of pulp customers in various market areas. The overall customer satisfaction rating remained almost unchanged at 8.61 on a scale from 4 to 10.

    Read More
  • Bioproduct mill

    Issue 2/2017/ Sustainability

    World-class bioproduct mill

    ​Metsä Fibre’s next-generation bioproduct mill in Äänekoski, Finland, is the largest wood processing plant in the Northern Hemisphere, which brings prosperity to the whole of Finland. The new mill is called a bioproduct mill since it increases the product portfolio with new bioproducts, generates excess bioenergy, and operates without any fossil fuels. The pulp production capacity of the mill is 1.3 million tonnes of pulp a year.

    Read More
  • Inauguration

    Issue 2/2017/

    Bioproduct mill inaugurated

    ​Metsä Fibre’s next-generation bioproduct mill in Äänekoski, Finland, was inaugurated by the President of Finland Sauli Niinistö on 18 October 2017. Hosted by President and CEO of Metsä Group Kari Jordan, guests at the event included national policy-makers, representatives from the City of Äänekoski and various partners in cooperation related to the bioproduct mill project.

    Read More
  • SkinCare 2.0

    Issue 2/2017/ Partners

    Innovative products from cellulose fibre: GreenDoer

    ​Based in China, Metsä Fibre’s partner company GreenDoer is a leading supplier of next-generation sustainable packaging solutions to the consumer industry. With over 20 years of experience in the industry, the company has developed innovative 3D shaping technology for producing molded fibre products.

    Read More
  • Forest

    Issue 2/2017/ Markets

    Europe's forest nation

    ​Charting the past, present and future of Finland’s uniquely productive relationship with the forest. From Metsä Fibre's perspective, the sustainable and well-organised forest management in Finland and the growing demand from Asia make the future look bright.

    Read More

Most popular

  • Markku Nikkilä

    Issue 2/2017/ Voice

    Sustainable growth from biocomposites

    The abundant annually regenerating forests of Finland place the country in pole position for promoting a bioeconomy based on the sustainable use of renewable natural resources. One example of a solution that reduces the need for fossil oil and polymers is an innovative biocomposite material developed by the Finnish companies Aqvacomp Oy and Elastopoli Ltd.

    Read More
  • confectionary packaging

    Issue 2/2017/ Partners

    Perspectives on product safety

    ​Experts on product safety from throughout Metsä Group – as well as customer organisation CP Kelco – share their views on this crucial area.

    Read More
  • Ahlstrom Munksjo

    Issue 2/2017/ Partners

    The joy of segmentation

    What’s at the heart of a hundred-year success story? Two successful companies, Metsä Group and Ahlstrom-Munksjö, with deep roots and an intense passion for customer satisfaction.

    Read More
  • Winter forest

    Issue 2/2017/ Sustainability

    Boosting the bioeconomy

    CEPI Director General Sylvain Lhôte says that the forest industry has an unbeatable sustainability story to tell, but should be better in communicating its strengths.

    Read More
  • SkinCare 2.0

    Issue 2/2017/ Partners

    Innovative products from cellulose fibre: GreenDoer

    ​Based in China, Metsä Fibre’s partner company GreenDoer is a leading supplier of next-generation sustainable packaging solutions to the consumer industry. With over 20 years of experience in the industry, the company has developed innovative 3D shaping technology for producing molded fibre products.

    Read More
  • Christmas star

    /

    Something old, something new

    ​From 1996, it has been a tradition to have a Christmas star shining over our Äänekoski mill. Set up on top of the digester, the star used to be a landmark of the old mill, wishing Merry Christmas while bringing light to the mill area.

    Read More
  • Forest

    Issue 2/2017/ Markets

    Europe's forest nation

    ​Charting the past, present and future of Finland’s uniquely productive relationship with the forest. From Metsä Fibre's perspective, the sustainable and well-organised forest management in Finland and the growing demand from Asia make the future look bright.

    Read More
  • Inauguration

    Issue 2/2017/

    Bioproduct mill inaugurated

    ​Metsä Fibre’s next-generation bioproduct mill in Äänekoski, Finland, was inaugurated by the President of Finland Sauli Niinistö on 18 October 2017. Hosted by President and CEO of Metsä Group Kari Jordan, guests at the event included national policy-makers, representatives from the City of Äänekoski and various partners in cooperation related to the bioproduct mill project.

    Read More
  • Bioproduct mill

    Issue 2/2017/ Sustainability

    World-class bioproduct mill

    ​Metsä Fibre’s next-generation bioproduct mill in Äänekoski, Finland, is the largest wood processing plant in the Northern Hemisphere, which brings prosperity to the whole of Finland. The new mill is called a bioproduct mill since it increases the product portfolio with new bioproducts, generates excess bioenergy, and operates without any fossil fuels. The pulp production capacity of the mill is 1.3 million tonnes of pulp a year.

    Read More
  • old Äänekoski mill

    Issue 2/2017/ Sustainability

    Recycling the old Äänekoski mill

    ​The start of operations at the new Metsä Fibre bioproduct mill in Äänekoski has meant shutting down the old pulp mill, and its demolition is currently under way. This work began in June by dismantling the old wastewater treatment plant.

    Read More
  • Woman using a tablet

    Issue 2/2017/

    Customer satisfaction high at Metsä Fibre

    The annual Metsä Fibre customer satisfaction survey was completed again this summer with interviews of pulp customers in various market areas. The overall customer satisfaction rating remained almost unchanged at 8.61 on a scale from 4 to 10.

    Read More
  • Issue 1/2018/ Sustainability

    New combination certificate covers all Metsä Fibre operations

    ​Metsä Fibre’s aim of continuously improving its operations is supported by certified control and management systems, related to quality, the environment, energy efficiency and safety. The systems enable, for example, tracking the origin of the wood raw material and following the logistics chain.

    Read More
  • Paptic

    Issue 1/2018/ Partners

    Replacing plastics

    ​Paptic is a biobased, recyclable and renewable next generation packaging material made of sustainable wood fibre. Developed by a Finnish start-up company of the same name, Paptic is suitable for uses where plastic films have previously been the only alternative.

    Read More
  • FibreOnline

    Issue 1/2018/ Solutions

    Building 24/7 customer service – together

    ​Based on customer feedback and a user research project, Metsä Fibre has completely revamped their online services. Today, these services have become a holistic tool where customers can find everything they need and even download certifications to pass on to their customers. It’s all in one place – online – easily accessed 24/7 at the push of a button.  

    Read More
  • Song

    Issue 1/2018/ Markets

    Eastern horizons

    ​Introducing Wangqiu Song – Metsä Group’s recently recruited SVP, Asia and China – and his unique perspectives on both the Finnish and Asian pulp businesses. 

    Read More
  • Ismo Nousiainen

    Issue 1/2018/ Voice

    Pursuing excellence

    ​The business environment continually changes, and company operations must accordingly evolve to keep pace. There is always room to improve, and always an imperative to do so. Regeneration and continual improvement are no longer a choice, but a necessity and a condition for surviving in the modern era. 

    Read More
  • mill

    Issue 1/2018/ Solutions

    RFID pulp delivery tracking

    ​RFID (Radio Frequency Identification) is an identification technology that enables efficient and reliable real time tracking of pulp deliveries. Every pulp unit leaving a Metsä Fibre mill automatically includes RFID tags that help to ensure deliveries and minimise consignment errors.

    Read More
  • technology

    Issue 1/2018/ Voice

    A digital revolution

    ​Technological trends arising from digitalisation, such as IoT, artificial intelligence and data analytics, are having a major impact on society, the world of work and the business operations of Metsä Fibre.

    Read More
  • campfire

    Issue 1/2018/ Sustainability

    On a journey of sustainability

    Common sustainability goals bring industry operators together for a memorable event.

    Read More
  • Äänekoski

    / Sustainability

    Key Customer Event showcases sustainable forest management

    ​Running through May 23-25, Metsä Fibre organised a Key Customer Event in and around Äänekoski, the site of its new bioproduct mill, inviting international clients to Central Finland.

    Read More
  • Kate Stone

    Issue 1/2018/ Voice

    Print is dead, long live print

    ​Print is the most pervasive human interface: we write on it, read it, wear it, sit on it and even eat from it!

    Read More
  • Li Na

    Issue 1/2018/ Partners

    Shared values strengthen cooperation

    ​Li Na, Vice Chairman of the Chinese Sun Paper company, says that Metsä Fibre’s strong brand reputation, core values and product quality form the basis of a solid partnership.

    Read More
  • Äänekoski

    Issue 1/2018/

    Metsä Spring plans textile fibre production

    ​Metsä Group has established a new innovation company, Metsä Spring Ltd.

    Read More
  • employee

    Issue 1/2018/

    Appointments at Metsä Fibre's mills

    ​New appointments at Metsä Fibre's mills announced.

    Read More
  • Kemi mill

    Issue 1/2018/

    Prefeasibility study launched on renewal of Kemi pulp mill

    ​Metsä Fibre has launched a prefeasibility study on the renewal of its pulp mill in Kemi, with the option of either replacing the current mill or extending its life cycle.

    Read More
  • Kate Stone

    / Solutions

    Making paper magical

    ​Any printed item can be given a digital soul by adding touch, connectivity and data, says Dr Kate Stone.

    Read More
  • Sustainable wood supply as cornerstone of circular economy

    / Sustainability

    An efficient circular economy needs a sustainable supply chain

    ​Delivering an increasingly sustainable supply chain represents a fundamental cornerstone of Metsä Group’s forestry operations. Enhancing efficiencies, as well as implementing stricter environmental and ecological measures in sustainable forest management, have a considerable impact on how the group adds to the circular economy.

    Read More
  • Kaskinen mill's rebranded BCTMP pulp portfolio launched

    / Solutions

    Two new BCTMP brands with improved properties

    ​Metsä Board’s rebranded High Yield Pulp portfolio was officially launched at the start of 2018 through Metsä Fibre’s global sales network. The project was based on extensive customer discussions and the chance to simplify the pulp offering into two well-distinguished products. Botnia High Yield BULK offers high bulk and brightness to mainly printing and writing paper grades. Botnia High Yield TENSILE provides excellent tensile strength and brightness for tissue and speciality papers.

    Read More
  • Metsä Fibre Mill Managers presented, Rauma mill

    / Solutions

    A strong quartet

    ​We asked all of Metsä Fibre’s Mill Managers to describe the areas of expertise of their units and their own personal strengths.

    Read More