“BCTMP (bleached chemi-thermomechanical pulp) is more commonly known as HYP, High Yield Pulp. Yet choosing the right product might be tricky due to the complex naming. As HYP is a technical product, you really need to select the right product that fits your purpose,” says Kim Sjöholm, Manager, Technical Customer Service, Metsä Board Market Pulp.
Kim Sjöholm, Manager, Technical Customer Service, Metsä Board Market Pulp
“Our aim with rebranding was to simplify the selection for our customers. We also wanted to further develop the properties of our Botnia-branded High Yield Pulp, as well as improve our customer service and supply chain,” Sjöholm says. The development project took most of 2017 and included open interaction with customers to better understand and meet their expectations for both the High Yield Pulp and our customers’ end product demands.
ENCOURAGING CUSTOMER FEEDBACK
After rebranding, Metsä Board carried out a market audit to see how the newly branded pulp and services were received by customers.
“We were very pleased that the feedback rate was so high,” says Kenneth Hernberg, Vice President, Metsä Board Market Pulp. “And we want to thank everyone who participated in this audit, as it helps us to continue the development regarding both our products and services.
“From the audit, it was clear that customers really appreciate our consistent quality, for example, which has always been one of our superiorities,” he mentions. Other benefits customers said they value include cost efficiency and the ability to customise their own end products.
Kenneth Hernberg, Vice President, Metsä Board Market Pulp
For printing and writing grades, the new Botnia High Yield BULK matches customer expectations for bulk, brightness and optical properties. For tissue and other speciality grades, Botnia High Yield TENSILE combines the right amount of strength, brightness and low coarseness.
“Customers also appreciate that Metsä Board has a long history of using BCTMP itself. We know from our experience how it behaves and works – and this experience gives us expertise as added value for our customers, when we discuss with them on how to get the best results using Botnia High Yield Pulps,” Hernberg continues.
OPTIMISED PROCESS FOR THE NEW GRADES
“To create the new Botnia-branded product range, the project included substantial development to optimise our process for lean and agile pulp production,” says Timo Rissanen, Vice President of Kaskinen pulp mill, one of the largest and most modern BCTMP mills globally. Although the Kaskinen mill was established in 2005, Metsä Board has been producing BCTMP for decades as a strategic advantage.
Timo Rissanen, Vice President of Kaskinen pulp mill
Today, the pulp mill consists of a debarking plant, power plant and fresh and waste water treatment system – and, uniquely for BCTMP, its own chemical recovery plant. Everything is built for the highest sustainability, with closed-loop water circulation and minimal waste. “In fact, we even treat the water for our neighbouring communities of almost 15,000 inhabitants,” Rissanen mentions.
He goes on to say that everything at the mill is run from one control room, which is very efficient: “We work with very little hierarchy. This leads to a fast, accurate process and smooth decision-making.”
BUILDING ON TRUST
“Our goal is to become the most trusted supplier of High Yield Pulp,” says Sjöholm. “We want our customers to know our pulp is fit for the purpose, quality and grades their own customers expect.”
Pulp is a service business. So Metsä is offering unique tools as an added-value service, such as refining audits and furnish simulations, to help customers to optimise their processes and products. This open cooperation has brought excellent results.
Sjöholm concludes, “We visit our customers on a regular basis and engage with their teams. For us, it’s key to show we produce the best possible pulp with the most consistent quality – and offer exceptional service support.”
Kaskinen main control room – the heart of the operations:
All the operations – BCTMP production, power plant management, waste water treatment, water
purification and chemical recovery – are controlled from the recently renovated main control room. The information flows smoothly between the
operations of different departments, earlier controlled from separate