Falling into place

​Metsä Fibre and the trading company Europcell have developed a successful collaboration, purpose-built to serve the south-eastern European pulp market.

TEXT: IAN FENTON, PHOTO:GEORGE POPESCU / VELHOT


 

Quality is a prime concern for papermakers in south-eastern Europe.

Fulfilling the needs of distant markets is never easy, and every export situation poses its own distinct challenges. Yet the growth potential identified by Metsä Fibre and its distributor partner Europcell in south-eastern Europe merited a comprehensive examination of the market and the creation of a new model for pulp supply in the region.

It all started from the customer's challenges, explains Sebastian Hetzmann, Europcell's Managing Director. "Many of the companies in this region are in their development stages financially. Investments have been made in paper machines, for example, often with support from the EU, but our customers' financial situation rarely allows them to build an inventory for the demands of several months' production."

These circumstances have made cost and regular availability the chief talking points in the region, and signposted a clear opportunity for actors willing to step in and address the situation.

"This is why these customers enjoy the business we are doing together with Metsä Fibre very much, because we're filling this gap: we maintain inventory for them locally, be that in Serbia, Slovenia, Romania or elsewhere. And this gives them security in the fibre supply."

Evidently this security is a desirable asset, as the Metsä Fibre-Europcell relationship already covers a wide geographical spectrum, with the collaboration currently serving customers in south-eastern Europe.

Providing sought-after quality

Lest it be thought that the emergence of demand for pulp in south-eastern Europe is founded on economy-level products forbearing quality for low price, each party concerned here - supplier, distributor, and customer - point to the importance of high-quality goods in this market.

"In the time we've been active here, customers have learned to consider Botnia Nordic Pine from Metsä Fibre a premium-quality raw material," Hetzmann points out. "To put it bluntly, other companies in the past have shown a tendency to exploit the supply uncertainty here, selling off-grade pulp to papermakers with limited options."

Being open with the customer about the pulp on offer has helped build meaningful relationships across the region, particularly in Romania, where quality is the main concern for example for Petresti papermaker Pehart, which is part of the company MG TEC GROUPS Dej. Operating three paper machines and two converting lines, and with a history stretching back over 150 years, Pehart is the largest player in Romanian tissue paper production in terms of both total volume of paper produced and finished product capacity.

"The quality of our end product is the only way in which we can distinguish ourselves in the market," Daniel Rusan, the company's Chief of Procurement, tells us. "We don't just want to be a big player, but a good player, and a reliable partner for our clients. We have to deliver the same quality consistently. This is one of our main concerns."

“We don't just want to be a big player, but a good player, and a reliable partner for our clients." -Daniel Rusan, Pehart

The importance of quality, of course, relates to the emergence of a new middle class in the country, demanding products every bit the equal of those available elsewhere in Europe, but it also hinges on the arrival of large European retail chains into the Romanian market.

These chains now dominate up to 60 per cent of the local retail landscape, and they require tissue paper goods that meet the same standards of sustaina-bility (and thereby certification) as those on sale in their other branches elsewhere. This is one reason that Pehart is well on the way to becoming fully FSC-certified across both production and conversion: the company aims to satisfy the remaining requirements by late 2015.

But sustaining the appetite for pulp in markets such as Romania clearly involves more than having the right product: it's also a question of keeping it available. For Metsä Fibre, Europcell and its customers, this has meant developing a logistics solution that both functions well, and continues to do so.



 

The logistics of success

What makes this working model impossible to replicate is its collaborative nature. Europcell brought a solid knowledge of the region's logistics market to the table, and together with Metsä Fibre, established a concept in which the distributor essentially acts as a hub for the customers in markets formerly locked out by geographical distance or financial circumstances. This took time, but the end result has been a tailored solution for each country the partnership serves.

"Depending on the specific market," Hetzmann explains, "the pulp can arrive by rail, by truck, or by sea. So we found for our various customers different logistic solutions depending on their location. With some customers we used the roads, for others we used river barges, and for the bigger countries like Romania we were looking for more competitive shipping solutions."

This is no mean feat, particularly considering the distance between Finland and these markets. Preserving an attractive proposition for the customers, however, was of the foremost importance.

"Since the quantities going into these markets are relatively small, and the customers themselves relatively few, we had to find a way to be competitive. These markets' main suppliers are from Germany, Austria and Sweden nowadays, so an agile, cost-effective solution had to be sought for each individual case."

The customers also take an active role in the development of these logistics avenues, and Daniel Rusan sees the resultant arrangement as very much a combined achievement.

"In the last few years, together with our suppliers, we have found the best logistical way to bring the pulp into this area," he says. "Europcell manages the day-to-day activities, and with Metsä Fibre we discuss the broader strokes of our cooperation."

He also points to the continuous improvements being made: "We are discussing the trend to develop the cooperation further and further, making it stronger. We are a company that is looking for reliable partners, after all, and ideally a continuous cooperation over many years."

The success of the arrangement can already be measured by its impact on the local logistics environment. In the Port of Constanta, around four hours by road from Pehart's mills, a two-digit increase in the total volume of pulp and paper moved through the port was recently announced. In the customer's eyes, volume increases like this have signposted the possibility of providing good products at a good price for the end consumer.



 

The home straight

While this three-way cooperation already has some impressive achievements under its belt, not least the logistics pipeline it has forged for itself, in many ways it seems the best is still to come. With the potential of additional capacity and a further stabilised supply, as well as the knock-on effect this could have on pricing, both distributor and customer are optimistic about the future of the south-eastern European partnership.

Sebastian Hetzmann pins down the numbers. "We believe that this market overall has a potential of 350,000 tonnes," he says, addressing the entire region, "and at best we have been supplying around 50,000 tonnes, something like 14 per cent of this. We believe we could certainly increase the market share to 25-30 per cent with the right level of supply available."

This would naturally also have a positive impact on the logistics arrangement, he points out.

"By having regular dedicated supply available we could then look into the logistics, fine tuning the system based on the new volumes to improve upon the way we do it today. Then it just comes down to allocation, and perhaps also the implementation of a permanent hub somewhere in the region."

Pehart is the largest Romanian tissue paper producer in terms of both total volume of paper produced and finished product capacity.

For Perhart's part, the company is now looking beyond their chief requirement of consistent quality to the papermaking process itself, and looks forward to making use of Metsä Fibre's Technical Customer Services to optimise its efficiency. This interest in process expertise speaks volumes as to Metsä Fibre's reputation in the region.

Hetzmann summarises the partnership's current standing: "Overall, Metsä Fibre currently enjoys a very high reputation in terms of both quality and service. The advantage has already been gained when you make a comparison with other suppliers, who have only begun looking at these markets in the past year or so."

Underlining their optimism, each partner appears convinced that strong growth is coming to south-eastern Europe: it may simply be a matter of time.



 

Related links

Related articles

  • Antti Kiljunen and Risto E.J. Penttilä discuss business success factors under various scenarios.

    Issue 1/2019/ Markets

    Possible worlds

    ​In an uncertain world, it can be helpful to prepare for various emerging outcomes. We asked Antti Kiljunen from Metsä Fibre and Risto E.J. Penttilä from the Nordic West Office consultancy firm to discuss business success factors under various scenarios.

    Read More
  • Issue 1/2019/ Sustainability

    Innovative products from cellulose fibre

    ​Established in 2011, Chemarts is a Finnish collaboration between two Aalto University schools, the School of Chemical Engineering (CHEM) and the School of Arts, Design and Architecture (ARTS). At its heart, Chemarts is the study of bio-based materials and its main aim is to inspire young students from design and technical schools to get interested in wood-based fibres and to explore biomaterials together. Chemarts was also conceived to consider how design can be a strategic tool when developing new cellulose-based products or new materials.

    Read More
  • Partnership between Asia Symbol and Metsä Fibre is deepening

    Issue 1/2019/ Partners

    Combining forces for a sustainable edge

    ​As demand for high-quality paper products in China and Asia increases, the partnership between Metsä Fibre and Asia Symbol is set to deepen.

    Read More
  • Metsä Spring together with Itochu are shaping the new textile fibre future

    Issue 1/2019/ Sustainability

    Shaping the new textile fibre future

    ​Metsä Group’s innovation company, Metsä Spring, and the Japanese Itochu Corporation, have established a joint venture to build and operate a unique test plant. The hope is that this pilot will kick-start a new revolution in future ecological textile fibre production.

    Read More
  • Metsä Fibre's logistics for pulp

    Issue 1/2019/

    Reliable deliveries

    ​Metsä Fibre is the world’s leading supplier of bleached softwood market pulp, with an annual production capacity of around 3.25 million tonnes. Efficient and reliable logistics are a crucial part of the company’s pulp production chain. Some 62 per cent of the pulp produced by Metsä Fibre is exported.

    Read More
  • Fresh fibre is helping to tackle the recycling challenge in China

    Issue 1/2019/ Solutions

    Fresh fibre to tackle recycling challenge

    ​Since mid-2017, China’s government has moved to ban a wide range of imported waste, from scrap metals to scrap paper, upending a recycling industry that had thrived since the mid-80s, transforming the world’s rubbish into usable materials when raw materials have been cost-prohibitive.

    Read More
  • Arja Suominen discusses the meaning of trust in Finland

    Issue 1/2019/ Voice

    A nation built on trust

    ​The expression “let’s shake on it” goes to the heart of what it means to be Finnish. We are a nation built on trust. Our word is our bond, and oral agreements may well be binding in a legal sense. We say what we mean, committing ourselves to the settled undertaking and making sure that it progresses systematically.

    Read More
  • The demand for quality paper products grows in China

    Issue 1/2019/ Markets

    Paper-centric lifestyle

    ​As living standards in China rise, the demand for quality paper products grows.

    Read More
  • Sustainable pulp excellence, Asia, Harri Vertanen

    Issue 1/2019/ Voice

    Sustainable excellence

    ​The year 2019 has started at full speed here in Shanghai, and I hope it will prove to be an excellent year for both us and our valued customers. As our CEO, Ismo Nousiainen, stated in the previous issue of Echo Magazine, we are focusing on excellence in our strategy.

    Read More
  • Issue 2/2018/ Sustainability

    For the forest

    The forests of Finland are satisfying a growing need for responsibly produced, renewable materials used in a wide variety of products. The Pro Nemus (“For the Forest”) visitor centre adjoining Metsä Fibre’s new bioproduct mill in Äänekoski provides an overview of the broad range of opportunities that the forest provides, with exhibits illustrating the bioproduct mill ecosystem, the products of the forest industry and the process of delivering them to customers around the world.

    Read More
  • Issue 2/2018/

    Metsä Spring and Itochu invest in test plant for wood-based textile fibres

    ​Metsä Group’s innovation company Metsä Spring Ltd. and Japanese Itochu Corporation have established a joint venture, investing approx. EUR 40 million in building and operating a test plant to demonstrate a new technology for converting paper-grade pulp into textile fibres.

    Read More
  • Issue 2/2018/

    Charting the customer experience

    Metsä Fibre’s annual RADAR customer satisfaction survey for its pulp and biochemical customers has been completed for 2018.

    Read More
  • Issue 2/2018/

    Progress in the Polar King project

    ​A renovation project launched in May by Metsä Fibre at its pulp mill in Kemi, northern Finland, has entered a preliminary study stage that will continue until summer 2019.

    Read More
  • Towards the best reliability, Mikael Lagerblom

    Issue 2/2018/ Voice

    Towards the best reliability

    ​Metsä Fibre’s vision is that our customers value us as their preferred supplier for high-quality bioproducts and services that create added value for their business. The vision is based on reliability– reliability as in being a trustworthy partner or as in performing consistently well. As we all know, trust is something that needs to be earned.

    Read More
  • Maria Laamanen talks about plastic

    Issue 2/2018/ Voice

    A trendy tote bag heralds the twilight of the plastic era

    ​Let me begin with a confession. I feel slightly ashamed to walk around downtown Helsinki with a plastic carrier bag nowadays, and if my shopping is small enough, then I fold up the bag and hide it under my arm. Plastic carrier bags have become rather embarrassing.

    Read More
  • Systematic development of pulp mills

    / Solutions

    Systematic development of pulp mills

    ​The uptimes of all of Metsä Fibre's pulp mills are considered to be excellent as a result of effective predictive maintenance and correctly timed investments. Reliability, delivery consistency and consistent quality are ensured through long-term life-cycle planning.

    Read More
  • James Cropper supplies custom-made paper products to many brands and designers

    Issue 2/2018/ Partners

    A special relationship built over 100 years

    ​In 1845, James Cropper founded a paper manufacturing company bearing his name. Today, this prestigious paper innovator is globally renowned for supplying distinct, custom-made paper products to many of the world’s leading brands and designers. The company, carefully stewarded by 6 generations of the Cropper family, is committed to the highest standards of sustainability and was one of the first in the UK to import the special chemical pulp from what is today Metsä Fibre.

    Read More
  • Brian McClay discusses the potential of pulp

    Issue 2/2018/ Markets

    Pulp potential

    ​China continues to drive the global pulp business, an industry offering huge opportunities with regards to sustainability, says Brian McClay.

    Read More
  • Intelligent fibre

    Issue 2/2018/ Sustainability

    The future will be made of bio-based products

    ​To tackle the widely-recognized global challenges, such as scarcity of resources and harmful plastic waste in oceans, the European Commission has adopted a plastic strategy with the aim to accelerate the transition to more circular economy and at the same it is updating its bioeconomy strategy to promote the use of renewable raw materials and bio-based products. Can the EU, with the innovations of companies like Metsä Fibre, find a more sustainable solution and lead the world toward lasting change?

    Read More
  • Sustainable pulp production as cornerstone of circular economy

    Issue 2/2018/ 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
  • Ismo Nousiainen presenting new strategic objectives

    Issue 2/2018/ Voice

    Pursuing excellence

    In line with its strategic objectives, Metsä Fibre is increasingly focusing on strengthening customer relationships, improving performance, developing its personnel and building the capacity to regenerate, says CEO Ismo Nousiainen.

    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

Most popular

  • 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
  • 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
  • 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
  • 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
  • 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
  • campfire

    Issue 1/2018/ Sustainability

    On a journey of sustainability

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

    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

    Issue 2/2018/ 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
  • Maria Laamanen talks about plastic

    Issue 2/2018/ Voice

    A trendy tote bag heralds the twilight of the plastic era

    ​Let me begin with a confession. I feel slightly ashamed to walk around downtown Helsinki with a plastic carrier bag nowadays, and if my shopping is small enough, then I fold up the bag and hide it under my arm. Plastic carrier bags have become rather embarrassing.

    Read More
  • Brian McClay discusses the potential of pulp

    Issue 2/2018/ Markets

    Pulp potential

    ​China continues to drive the global pulp business, an industry offering huge opportunities with regards to sustainability, says Brian McClay.

    Read More
  • Intelligent fibre

    Issue 2/2018/ Sustainability

    The future will be made of bio-based products

    ​To tackle the widely-recognized global challenges, such as scarcity of resources and harmful plastic waste in oceans, the European Commission has adopted a plastic strategy with the aim to accelerate the transition to more circular economy and at the same it is updating its bioeconomy strategy to promote the use of renewable raw materials and bio-based products. Can the EU, with the innovations of companies like Metsä Fibre, find a more sustainable solution and lead the world toward lasting change?

    Read More
  • James Cropper supplies custom-made paper products to many brands and designers

    Issue 2/2018/ Partners

    A special relationship built over 100 years

    ​In 1845, James Cropper founded a paper manufacturing company bearing his name. Today, this prestigious paper innovator is globally renowned for supplying distinct, custom-made paper products to many of the world’s leading brands and designers. The company, carefully stewarded by 6 generations of the Cropper family, is committed to the highest standards of sustainability and was one of the first in the UK to import the special chemical pulp from what is today Metsä Fibre.

    Read More
  • Towards the best reliability, Mikael Lagerblom

    Issue 2/2018/ Voice

    Towards the best reliability

    ​Metsä Fibre’s vision is that our customers value us as their preferred supplier for high-quality bioproducts and services that create added value for their business. The vision is based on reliability– reliability as in being a trustworthy partner or as in performing consistently well. As we all know, trust is something that needs to be earned.

    Read More
  • Issue 2/2018/ Sustainability

    For the forest

    The forests of Finland are satisfying a growing need for responsibly produced, renewable materials used in a wide variety of products. The Pro Nemus (“For the Forest”) visitor centre adjoining Metsä Fibre’s new bioproduct mill in Äänekoski provides an overview of the broad range of opportunities that the forest provides, with exhibits illustrating the bioproduct mill ecosystem, the products of the forest industry and the process of delivering them to customers around the world.

    Read More
  • Systematic development of pulp mills

    / Solutions

    Systematic development of pulp mills

    ​The uptimes of all of Metsä Fibre's pulp mills are considered to be excellent as a result of effective predictive maintenance and correctly timed investments. Reliability, delivery consistency and consistent quality are ensured through long-term life-cycle planning.

    Read More
  • Issue 2/2018/

    Metsä Spring and Itochu invest in test plant for wood-based textile fibres

    ​Metsä Group’s innovation company Metsä Spring Ltd. and Japanese Itochu Corporation have established a joint venture, investing approx. EUR 40 million in building and operating a test plant to demonstrate a new technology for converting paper-grade pulp into textile fibres.

    Read More
  • Issue 2/2018/

    Progress in the Polar King project

    ​A renovation project launched in May by Metsä Fibre at its pulp mill in Kemi, northern Finland, has entered a preliminary study stage that will continue until summer 2019.

    Read More
  • Issue 2/2018/

    Charting the customer experience

    Metsä Fibre’s annual RADAR customer satisfaction survey for its pulp and biochemical customers has been completed for 2018.

    Read More
  • Ismo Nousiainen presenting new strategic objectives

    Issue 2/2018/ Voice

    Pursuing excellence

    In line with its strategic objectives, Metsä Fibre is increasingly focusing on strengthening customer relationships, improving performance, developing its personnel and building the capacity to regenerate, says CEO Ismo Nousiainen.

    Read More
  • Arja Suominen discusses the meaning of trust in Finland

    Issue 1/2019/ Voice

    A nation built on trust

    ​The expression “let’s shake on it” goes to the heart of what it means to be Finnish. We are a nation built on trust. Our word is our bond, and oral agreements may well be binding in a legal sense. We say what we mean, committing ourselves to the settled undertaking and making sure that it progresses systematically.

    Read More
  • The demand for quality paper products grows in China

    Issue 1/2019/ Markets

    Paper-centric lifestyle

    ​As living standards in China rise, the demand for quality paper products grows.

    Read More
  • Sustainable pulp excellence, Asia, Harri Vertanen

    Issue 1/2019/ Voice

    Sustainable excellence

    ​The year 2019 has started at full speed here in Shanghai, and I hope it will prove to be an excellent year for both us and our valued customers. As our CEO, Ismo Nousiainen, stated in the previous issue of Echo Magazine, we are focusing on excellence in our strategy.

    Read More
  • Metsä Spring together with Itochu are shaping the new textile fibre future

    Issue 1/2019/ Sustainability

    Shaping the new textile fibre future

    ​Metsä Group’s innovation company, Metsä Spring, and the Japanese Itochu Corporation, have established a joint venture to build and operate a unique test plant. The hope is that this pilot will kick-start a new revolution in future ecological textile fibre production.

    Read More
  • Partnership between Asia Symbol and Metsä Fibre is deepening

    Issue 1/2019/ Partners

    Combining forces for a sustainable edge

    ​As demand for high-quality paper products in China and Asia increases, the partnership between Metsä Fibre and Asia Symbol is set to deepen.

    Read More
  • Issue 1/2019/ Sustainability

    Innovative products from cellulose fibre

    ​Established in 2011, Chemarts is a Finnish collaboration between two Aalto University schools, the School of Chemical Engineering (CHEM) and the School of Arts, Design and Architecture (ARTS). At its heart, Chemarts is the study of bio-based materials and its main aim is to inspire young students from design and technical schools to get interested in wood-based fibres and to explore biomaterials together. Chemarts was also conceived to consider how design can be a strategic tool when developing new cellulose-based products or new materials.

    Read More
  • Metsä Fibre's logistics for pulp

    Issue 1/2019/

    Reliable deliveries

    ​Metsä Fibre is the world’s leading supplier of bleached softwood market pulp, with an annual production capacity of around 3.25 million tonnes. Efficient and reliable logistics are a crucial part of the company’s pulp production chain. Some 62 per cent of the pulp produced by Metsä Fibre is exported.

    Read More
  • Fresh fibre is helping to tackle the recycling challenge in China

    Issue 1/2019/ Solutions

    Fresh fibre to tackle recycling challenge

    ​Since mid-2017, China’s government has moved to ban a wide range of imported waste, from scrap metals to scrap paper, upending a recycling industry that had thrived since the mid-80s, transforming the world’s rubbish into usable materials when raw materials have been cost-prohibitive.

    Read More
  • Antti Kiljunen and Risto E.J. Penttilä discuss business success factors under various scenarios.

    Issue 1/2019/ Markets

    Possible worlds

    ​In an uncertain world, it can be helpful to prepare for various emerging outcomes. We asked Antti Kiljunen from Metsä Fibre and Risto E.J. Penttilä from the Nordic West Office consultancy firm to discuss business success factors under various scenarios.

    Read More