Optimising processes

The key to Metsä Fibre’s success lies in continual renewal and in close and transparent cooperation with the customer, says Emilia Moisio.
TEXT: KIMMO KIIMALAINEN, PHOTO BY JUHA SINISALO

The Botnia brand involves a promise from Metsä Fibre to the customer, guaranteeing high quality products, technical expertise, smooth logistics, responsibility and value for money. This promise now also covers BOTNIA Nordic CTO (Crude Tall Oil) and Botnia Nordic CST (Crude Sulfate Turpentine), which were included alongside the pulp products already traded by Metsä Fibre Sales and Marketing as of the start of2014. The Nordic origin and green values of these biochemical products will now be stressed in the same way as with Botnia pulps.

"Customers must be able to rely on us to deliver on our promises as we continually seek to improve our practices. This means that we must understand the customer's requirements and respond to them by optimizing our processes, whether these concern vehicle loading procedures, crude tall oil quality assurance, or changes in the market," explains Sales Manager Emilia Moisio, whose duties expanded at the start of the year to include responsibility for biochemical sales.

Moisio speaks with an enthusiasm that inspires confidence in the sales expertise of Metsä Fibre throughout: "The key to our success lies in continual renewal and in close and transparent cooperation with the customer. We seek a common appreciation of our business operation coupled with the desire to improve the properties of our products and develop services that support the operations of our customers." The strategic sales process for Metsä Fibre biochemicals similarly emerges between the company and its key customers.

The potential is there

Moisio finds that good answers are available to nearly all current issues and challenges. There is a great deal of potential in biochemicals when all contributing key factors - from the renewability of raw materials to the realization of synergies - can be properly brought to bear in support of customer accounts:

"Crude tall oil is a resource-efficient product in the northern hemisphere, a modern pulp mill is an environmentally friendly production plant, and Metsä Fibre is one of the largest manufacturers of tall oil," Moisio explains.

The sales argument is also compelling:

"Our customers refine semi finished products for manufacturing. Even though alternatives are available, they cannot be made with such a small environmental footprint and from bio-based raw materials."

Moisio also hastens to point out that pulp mills generate more energy than they use. Reckoned in terms of turnover, the output of a Metsä Fibre mill is 90 per cent pulp, about 4 per cent biochemicals and 6 per cent energy (see diagram).

"Everything affects everything else"

There are many variables in marketing biochemicals, and the sector is constantly changing in much the same way as the pulp and paper market. Product requirements and associated financial constraints are now combining with factors such as environmental standards and the partly unpredictable impact of decisions taken nationally and within the European Union.

"These are major relations of cause and effect arising at the interface between industry, finance and public policy. An entire business operation can turn on just one definition," Moisio explains.

"Although the question of whether something is ultimately a 'product' or a 'residue' is partly a matter of public policy, it has a fundamental impact on the market and on pricing."

Although Moisio has many reasons for taking a keen interest in biochemical sales, she is primarily driven by a desire to appreciate operations on a grand scale.

"My job is expanding into areas that are new to me. There is more legislation involved in the overall package, with as yet undefined sustain-ability criteria, and fascinating twists and turns in the market for oil and energy."

Moisio is nevertheless convinced that the future is bright for the biochemicals industry.

"Our strength is a diversified selection of Botnia products enabling us to deliver the pulps and services that are best suited to customer requirements, with biochemicals now also added to the range," says Sales Manager Emilia Moisio.

Related articles

  • Sustainable pulp production as cornerstone of circular economy

    / Sustainability

    A strong circular economy needs efficient and sustainable production

    ​Delivering increasingly efficient and sustainable production processes represents an important driver of Metsä Fibre’s operations. Implementing these advanced pulp production technologies offers essential benefits to both circular economy and bioeconomy ecosystems. Metsä Fibre’s state-of-the-art Äänekoski bioproduct mill represents a textbook example of efficient and sustainable production at work.

    Read More
  • Collaboration with Lappeenranta University

    Issue 2/2018/ Partners

    Dialogue for greater wisdom

    ​Collaboration with educational and research institutions is helping Metsä Fibre to gain a broader understanding of natural phenomena and future technologies, and to reach leading professionals in the field. We met up at Lappeenranta University of Technology to discuss the goals and benefits of partnership.

    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
  • 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

Most popular

  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Collaboration with Lappeenranta University

    Issue 2/2018/ Partners

    Dialogue for greater wisdom

    ​Collaboration with educational and research institutions is helping Metsä Fibre to gain a broader understanding of natural phenomena and future technologies, and to reach leading professionals in the field. We met up at Lappeenranta University of Technology to discuss the goals and benefits of partnership.

    Read More
  • Sustainable pulp production as cornerstone of circular economy

    / Sustainability

    A strong circular economy needs efficient and sustainable production

    ​Delivering increasingly efficient and sustainable production processes represents an important driver of Metsä Fibre’s operations. Implementing these advanced pulp production technologies offers essential benefits to both circular economy and bioeconomy ecosystems. Metsä Fibre’s state-of-the-art Äänekoski bioproduct mill represents a textbook example of efficient and sustainable production at work.

    Read More