Metsä Board Magazine 1-14 English by Metsä Group

STAKEHOLDER MAGAZINE 1/2014

THERE’S MORE TO METSÄ THAN MEETS

THE EYE

THE COVER Material: Carta Allura 240 g/m2, 13.0 pt (US) Effects: Fresnel lenses laminated by API Group, UV lacquer printed by Erweko

Magazine | issue 1/2014

There’s a fine line in between a totally new product and developing current products – and it’s hard to say where the line is drawn. But I can say one thing: there’s a big difference in the paperboards we manufactured five years ago and what we are manufacturing today. Our expertise lies in developing our paperboards even more lightweight without compromising the top class printing and converting properties. Because they affect each other, this is where innovativeness and knowhow are really measured. Why lightweighting? Compared to solid bleached boards, you can gain as many as 30 per cent more cartons per tonne, and when compared to recycled fibre boards, the gain can be more than 50 per cent. You will also reduce your environmental impacts. This is a massive advantage for our customers. Population growth and urbanisation increase both the amount of packed goods but also the demand for quality of the materials. Our products have a strong foothold in consumer packaging such as in foodstuff, cosmetics and pharmaceuticals. The biggest end-use is in foods, which is also growing the fastest. Here, sustainability, lightweight and product safety are essential – not forgetting printing properties: Products need to be safe and look equally good all around the world. Metsä Board is expecting steady growth in Europe, and in Asia, we are expecting growth in the highest quality segment. The growth expectations in the United States are ambitious. To support the growth, we have invested in our supply chain, logistics and sales.

started the manufacturing of fully bleached linerboard at the Husum mill. During the first half of 2014, our product portfolio has expanded with two folding boxboards, two linerboards and one label paper. What are these products? Naturally these are presented in this issue. The product development doesn’t stop here. We are studying new packaging concepts on how to combine, for example, linerboards with cartonboards. With the combinations, we have the opportunity to make the most lightweight packaging that will help brand owners to minimise their ecological footprint. It’s not only the future of paperboards we are working with but also with the future of the world. That’s what makes our business so interesting. I’ve heard demands on how the forest industry should renew itself and develop innovative products. On my opinion, there’s much more to Metsä Board and its paperboards than meets the eye. Read on to find out what it is. Mikko Helander CEO, Metsä Board

We are actively searching for new end-uses for our paperboards. Last year we launched product enhancements of our even lighter and brighter folding boxboards and we

IT’S NOT ONLY THE FUTURE OF THE PAPERBOARDS WE ARE WORKING WITH BUT ALSO WITH THE FUTURE OF THE WORLD. Magazine | issue 1/2014

T METSÄ BOARD MAGAZINE issue 1/2014 magazine.metsaboard.com magazine@metsagroup.com ISSN 2323-5500 Publisher: Metsä Board Communications P.O. Box 20 FI-02020 METSÄ, Finland www.metsaboard.com

Editor-in-chief: Juha Laine, vice president, investor relations and communications Managing editor: Tytti Hämäläinen Editorial board: Tytti Hämäläinen, Juha Laine, Nicole Lowartz, Ritva Mönkäre, Edmund Rück, Susanna Siira Production and graphic design: Otavamedia Customer Communication; Susanna Haanpää, Sirpa Levonperä, Ari Hirvonen, Evi Linnoaho-Kaarre, Anna-Leena Väätänen

EDITORIAL

Lightweighting gets you more packages per tonne and decreases the ecological footprint.

THERE’S MORE TO METSÄ THAN MEETS THE EYE.

28 OUT OF THE BOX

Metsä Board Magazine (circulation: 10,000) is published in English, French, German, Russian and Spanish. English online version: magazine.metsaboard.com All languages: www.metsaboard.com Opinions expressed in this publication are not necessarily those of Metsä Board.

PAPER TRAIL – WHAT WE ARE MADE OF Cover: Carta Allura 240 g/m2, 13.0 pt (US) Interior: Galerie Art Silk 130 g/m2

Paper is still one of the most trustworthy mediums for communicating, states the What Future report.

30 TRACKS

Differentation is the key in the competitive Chinese markets.

Magazine | issue 1/2014

MAKING OF

Behind the scenes of Magazine.

CONTENTS 1/2014 14

INTRODUCING THE BLOCKBUSTERS

Metsä Board’s product portfolio has been extended with some welcome additions.

ALL ABOARD

Delicate tea demands top-quality packages.

COLUMN

Lack of resources is the starting point in strategies and scenarios about the future.

18 COLOUR WHITE 22 PURE TALENT

The buds will blossom.

Modz relies on Modo Northern Light in its snazzy box.

24 SUCCESS FACTOR

Right partner is critical to success, knows Case Paper CMO Simon Schaffer.

32 IN THE BOX

Read all about the latest hot topics.

THREE QUESTIONS Making the most of vital resources.

34 SUMMARY

Our portfolio covers all packaging needs.

Magazine | issue 1/2014

MAKING OF Behind the scenes of Magazine

SEEING THE FOREST AND THE TREES

THIS ISSUE’S THEME

YOU’VE SEEN IT IN THE COVER, EDITORIAL AND CONTENTS. NOW YOU SEE IT HERE, AND IT’S ALSO ON PAGES 16–19. THE IT BEING THE SLOGAN “THERE’S MORE TO METSÄ THAN MEETS THE EYE”.

etsä Board’s – and the whole Metsä Group’s – brand renewal in 2012 with the moose head has proven to be a great success. Our next step in brand building is to differentiate us more from our competitors. We also want to make our statement about the forest industry being one that is growing and strengthening. This industry is more than meets the eye. Metsä brand is a promise that we will use our expertise and our main raw material, northern wood, as optimally, efficiently, responsibly and profitably as we can.

Magazine | issue 1/2014

As the theme for this issue of Magazine came from our brand, we wanted to use our brand colour on the cover. The colours name ‘bud green’ is also a great symbol of new things coming. The buds will blossom as do we. Our new product launches are great examples of that blossoming. Our boards make a big difference in the environmentally sustainable packaging value chain. TYTTI HÄMÄLÄINEN

Managing editor

Metsä Board “bud green”, Pantone 376C, was the obvious choice to the cover.

Eye-catching, three-dimensional eye was created using a Fresnel lens.

Embossed lenses and lamination process was combined to create a unique look.

IN THE EYE OF THE BEHOLDER Photos: API LAMINATES and SHUTTERSTOCK

THE EYE OF A MAN CAN BE DECEIVED – IN THIS CASE WITH FRESNEL LENSES USED IN THE COVER OF THIS MAGAZINE.

The Fresnel lens is a type of compact lens that modulates the phase of light. The combination of deep embossed Fresnel lens and positional control through the lamination process at API Laminates, it’s possible to register the printing inks to the surface of the laminated Fresnel lens to create a unique look. For this demanding job, we used Metsä Board’s new board Carta Allura which is made for special effects such as lamination and foiling. The Fresnel lens was originally developed in the late 1700’s by French physicist and engineer Augustin-Jean Fresnel. The original lens was devised for use in lighthouses,

and the same technique is used also for example in magnifying glasses. For the packaging, Fresnel lens film is created from a linear or circular lens and manufactured using a continuous UV casting process. The appeal of Fresnel lens laminated films rest in luxury packaging applications such as fragrances, cosmetics and beverage. When combined with paperboards with superior smoothness and attractive visual appearance, you have a winning solution. SIMON J HOLDEN

Sales and marketing manager API Laminates

Magazine | issue 1/2014

E H T nts: e s e r p d r a o B Metsä

S R E T S U B K C O L B Metsä Boa

, NCEMENT A H N E T U ABO Ä 2013 WAS NEW. METS T U O B A 2014 IS AS RTFOLIO H O P T C U D RO BOARD’S P RODUCTS P W E N H D WIT S INCREASE WO LINER T , S D R A O ONB W – TWO CART CH FOR NE A E – R E P ABEL PA TLEMEN: N E G AND ONE L D N A . LADIES BUSTERS! END-USES K C O L B W THE NE ÄLÄINEN TYTTI HÄM Text:

D RHONEN AN I, SAMPO KO

UP METSÄ GRO

MI TUOM

Photos: TOM

eight 1 Our lightw u the yo ve gi ds ar cartonbo lity bi ta in pr strength and er w lo at es ad of heavier gr ts. gh ei basis w 8

Magazine | issue 1/2014

product, 2 To find your k guide ic qu a ed we gather 5. s ge to pa 34-3

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HNOLOGY E AND TEC A llura EXPERTIS boards, Carta

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

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Metsä Boa 2

rd Magazine | issue 1/2014

E T S U B K C O L B ACHED FULLY BLE HT THERN LIG R O N O ed linerD MO fu ht lly bleach

ern Lig oducts Modo North coated – are pr d an ed at co n ould get boards – u ing industry sh of the ag ck pa e ol h ions that the w offer two vers ted with. We n ted appliai ga u qu rr ac co t of manr differen n fo t io it uc ad od tr pr e Litho is specoated ed with th orthern Light n and it es the N ak o “That combin m od s d M ar s: bo io cation h-quality r litholaminat produfacturing hig velop the new ly developed fo er offset applications. al de ci to e ac pl l for oth mill an idea ended tion.” is also suitable up the produc lexo is recomm F in ht ig or L ct n fa er y th ucts and scale ke Modo Nor mentions one rint. Kai Vikman, bilities within si os p orthern gy er for flexo prep n ave sy r the Modo N etsä fo M se x. u l bo e ca R&D: “We h pi th ty “The ckaging, for to think out of issue’s knowllexo is food pa F d an T Metsä Group o h sä it et L ard is made Light now-how, M od. The linerbo that our fo d t an ou s er ke Fibre’s pulp k p ta e pa pl exam h means g and tissue st fibres, whic ates an re er n fo edge in cookin ge h es er p fr pa from ern Light prod ard and e Modo North th ed expertise in bo new ideas.” g cl n si cy u re en of h e w for centre zza boxes mad al thing,” excellent base its own R&D ts instead of pi so e re uc al th as h ke li s rd e se st oa Metsä B which focu pizza will ta l, e il th m i e, k br os fi ek Ään Puotinen. issues – located at the ty praises Seppo uct safety 5 od pr in nsory and safe e sä pl et for exam affects M ition to the se d at ad th t In ec p as t n a very importa ts. uc od pr ’s rd Boa

HT RN LcoIG E H T R O ed N at ed and un MODeaO ards – coat ched linerbo • fully bl erties ness inting prop • high white excellent pr s le ab en er • coated lin st lour contra and good co g tin flu as ed be us fruits, • can also beverages, , od ample for fo • use for ex ticals pharmaceu cosmetics,

Metsä Boa

3 10

Magazine | issue 1/2014

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

Magazine | issue 1/2014

E T S U B K C O L B uster!” ch. It’s a blockb ot -n p to e ar properties says Baudry. DICA CARTA DE

e board, r a food servic fo st ir th a e ed for If you hav e board design th a, ic ed D trays and tr y Carta ps, plates, lids, cu as ch su s end-use clamshells. ility it’s excelar xury m s good formab pecially in lu it r fo of d se de au n ec te “B uct in attracpackaging , es “This is a prod a ht and visually e side for all kinds of ig t n br le er y didn’t have ev er h e we previousl o Tuominen, the revers kets – or w er h o ls w s A . ea d ar de e ee k th g is n g 10 ”, says Jark ness g results.” tive packagin oduct offerin si pr s good printin bu d ve ar gi d bo a an on as rt ed is coat ent of ca n, there w id té es ls el pr H ce ai vi K e According to ard close to th red without development. her density bo ig h r e. fo ac d rf is manufactu su an a r ic is io dem ed er p D su ta ry ar “C s (OBA). This Bs with ve cal brightener siastic engiti u is density of SB th op th en of e n er an h io of it w , add a result n and Asian markets ckagThe surface is rface formatio not ired by law in pa su qu e od re th fo l s: al es in oc be used that it’s neering pr so ow n up n mercial ca ed d n ar , tu e been apponen com r the bo H fo t a in bu N ts s en structure hav ue m n re ing”, conti ge. for the measu od and bevera smooth only velsual pleasure”, vi a t’s “i – director of fo l el g part of the de w in as m e su ey n co e m e human ti re t -f os A d OB The m n. it’s light ieve the wante s: h xe ac bo to laughs Hellstè e ve as th fi , w e d t le opmen cks all th this issue tack n“This board ti iffness and co but now when st s, u od at st go as h it 9 , it’s safe, converting e printing and sistency and th FORMABLE

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Metsä Boa

5 12

Magazine | issue 1/2014

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pers is the 12 Choosing pa ble choice. most sustaina en pers have be The label pa ose rp pu o-t fit developed st surface to offering the be er brands. om enhance cust

Magazine | issue 1/2014

PURE TALENT More than the sum of its parts

A SNAZZY BOX FOR A SNAZZY DEVICE Text: LENA BARNER-RASMUSSEN Photos: ARI HEINONEN

iabetes is a daily hassle, what with measuring your blood sugar levels and taking shots. This is especially true for kids: it’s not fun to be the only one in your class who needs to follow your blood sugar levels all the time. But with Modz’s snazzy new device, that is about to change. The company has entered into an agreement with Rovio Entertainment Ltd, and now the device is protected by a silicon cover featuring the iconic Angry Birds. “We’ve had children involved in our product development, and they have told us that measuring their blood sugar levels

Magazine | issue 1/2014

THE FINNISH COMPANY MODZ IS LAUNCHING A BLOOD SUGAR MEASUREMENT DEVICE THAT IS BOTH FUN TO USE AND COOL TO LOOK AT. FINNISH PACKAGING COMPANY PA-HU PROVIDED THE SNAZZY BOX FOR IT, USING MODO NORTHERN LIGHT. has gone from embarrassing to cool as they haul out their Angry Birds devices,” says Modz CEO Salla Koski. KEEPING PARENTS

But there is more to it than just a cool image: Modz’ smart measurement device also reminds and motivates kids to check their blood sugar levels. Information on the child’s blood sugar levels is even sent by SMS to parents who want to stay on top of the situation. “This is handy as we know that kids – especially in their teens – can get sloppy with checking their blood sugar levels. For parents of smaller children who are in day care, it’s reassuring to know throughout

their work day that everything is being followed up,” explains Koski. The device is great, but so is the box that it comes in. Salla Koski wanted the perfect box, and turned to Jani Vesala at Pa-Hu, one of the biggest privately owned packaging companies in Finland. Pa-Hu is a one-stop shop, offering everything from design and product development to manufacturing. MODZ’S FIRST MODO NORTHERN LIGHT PRODUCT

This was never going to be just another box. In addition to looking and feeling just right, there were also strict functional requirements to consider.

TALENT OF A DESIGNER BRAIN Creating the perfect box for the new device needs time, effort and the right liner.

GETTING IT COVERED Sophisticated device needs a durable and flexible package.

The packing of the devices is outsourced to a logistics centre, so the easier it is to fold the box, the lower are the costs. The sophisticated device also needs to be protected from impacts and falls. In other words, both durability and flexibility were required. That’s why Jani Vesala chose Metsä Board’s Modo Northern Light fully bleached liner. “I knew immediately that I wanted to make Modz’s box with Modo Northern Light,” he says. The box is in fact Pa-Hu’s first ever product that uses Metsä Board’s new liner. Vesala praises MNL for its production qualities. “MNL works in all of our machines, and is perfect for customised boxes. I also like

the fact that the inner parts of the box can be completely white.” The whole box, including the liners and fluting, is made using Modo Northern Light uncoated in 80 g/m2. Because of its good printing properties, MNL makes it possible to add a personal touch to boxes. For Modz, Vesala went for a soft, velvety touch by laminating the surface. Creating the perfect box took nearly two years. “That’s lucky for us, because if we had rushed into the project, Modo Northern Light wouldn’t have been an option as it wasn’t launched yet,” laughs Koski. Some things are worth waiting for.

DEVICE INTELLIGENCE Fun measurement device motivates diabetic kids to check their blood sugar levels.

“Modz’s measurement device is not only cool but also nice to look at,” says Jani Vesala from Pa-Hu. CEO Salla Koski from Modz happily agrees.

Magazine | issue 1/2014

COLOUR WHITE White paper for a colourful world

...A LOT GOING ON BEFORE THE WHITE

Magazine | issue 1/2014

Text: TYTTI HÄMÄLÄINEN Photos: SHUTTERSTOCK

BEAUTY IS READY TO TAKE SHAPE.

THERE ARE MANY BITS AND PIECES IN THE PROCESS OF MAKING THE MOST OF A TREE. BUT WHEN THE DEEDS ARE DONE, THE WHITE BEAUTY IS THE MOST ECOLOGICAL CHOICE FOR THE MOST BEAUTIFUL PACKAGING.

 Magazine | issue 1/2014

COLOUR WHITE White paper for a colourful world

The mills

Metsäboardians are geniuses at making the most of the fibres. The experts at the mills make sure that the boards and papers we manufacture are consistent and run in the printing and converting machines like a dream.

...MORE

If you want to see more of how these magnificent products are made, here’s where you can do that

The strong fibres of northern wood enable the production of strong and lightweight paperboards. This minimises impact on the environment by reducing the consumption of energy, water and raw materials. 18

Magazine | issue 1/2014

4.8 cm

About metsä

12.3 cm

tree.metsagroup.com

MEETS

Meeting the customers

We work closely with our customers to ensure that they get exactly what they need. In the process, it helps that we’re self-sufficient in pulp, which ensures secure supply and consistent high quality. That’s why our paperboards can be made into great looking packages.

If you eye the packaging made of our boards, you’ll see that the cartons look the same around the world. Metsä Board: that’s what eye-catching packaging are made of.

THE

THAN

›

Magazine | issue 1/2014

ALL ABOARD Together we are more

QUALITY PACKAGING ENSURES TASTY TEA A

steady flow of teabags speeds along the packaging line. The Italian-made machines dispense a precisely measured quantity of tea into each one. The aroma brings to mind not only peaceful nights in, but also those hectic days when a cup of tea makes for a welcome break. We are at the Taylors’ packing plant in Harrogate in the north of England. With a production rate of 2,000 teabags per minute, the packaging must be made of durable board that can reliably withstand the speed of the machinery. “We have been using Simcote for about twenty years, and about eight years ago it became even more lightweight, yet managed to retain its performance characteristics. Simcote is an excellent all-round board for packaging tea: it’s lightweight, doesn’t affect the tea’s aroma. Its robustness also makes for strong transport packaging,” says packaging supply chain manager Conrad Hart-Brooke. Simcote’s structure means that no separate corrugated board is required during transportation. For example, once the company’s best-selling tea – Yorkshire Tea – has been packed into 80-bag boxes and wrapped in thin polypropylene, the boxes are wrapped in fives or tens in polythene then stacked six or twelve high on a pallet pallet. The whole lot is then wrapped in plastic ready for transportation.

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TEA IS VERY SENSITIVE TO SURROUNDING SMELLS, WHICH IS WHY IT’S IMPORTANT TO USE A PACKAGING MATERIAL THAT WILL PRESERVE THE TEA’S ORIGINAL DELICATE FLAVOUR UNTIL IT REACHES THE CONSUMER. Text: ILPO SALONEN Photos: DARRELL FIELDS

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SIMCOTE’S PROPERTIES ENABLE TO FINE-TUNE THE PROCESS WHENEVER REQUIRED. This saves on space, energy and transportation costs. And these savings add up, as the plant ships out almost 30 million boxes of Simcote-packaged tea per year. “Simcote’s properties also enable us to fine-tune the process whenever required,” says Hart-Brooke. LIGHTWEIGHT AND TOUGH

Simcote is continually undergoing development: during the past few years, the board Taylors of Harrogate uses has lost more than 10 grams per square metre whilst becoming even more robust. When a customer takes a box of tea from the shelf, they will intuitively evaluate it. The first thing they will feel will be its robustness, which will convey an

image of reliability. At the same time, they will take in its appearance: are the colours vibrant and the print clean? This all happens within the space of a second or two. “Printing is a very important aspect of packaging, and Simcote faithfully reproduces colours run after run. There is excellent cooperation between all the members of the supply chain – Taylors, Harrison Packaging and Metsä Board. We all have a very open way of communicating, and any issues are always quickly resolved in consultation.” TIP-TOP QUALITY

Quality is a thread that runs through all three companies. When it comes to

Conrad Hart-Brooke says that Taylors of Harrogate engage in smooth, three-pronged cooperation with Metsä Board and the printers, Harrison Packaging.

THE PERFECT CUP Tea is not only refreshing and relaxing, it’s the British cure-all for any situation. Conrad Hart-Brooke says that there is no single right way of making a good cup of tea. However, there are several basic rules to follow:

Always use fresh water from the tap. Don’t reheat water that has already been boiled. Only boil as much water as you need. 22

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How long you steep your tea is a matter of taste, but a tea’s flavours will not have time to open up in under 4–5 minutes.

Taylors of Harrogate, it extends from the procurement of the ingredients to the moment when the consumer brings the teacup to their lips. The company has been recognised for its quality – it has been certified by the Rainforest Alliance and bears the Royal Warrant. “Our tea buyers visit plantations all across the globe in search of the finest ingredients. We have long-term contracts with growers. Our price system encourages quality production while ensuring a fair price for producers.” Taylors’ team of buyers tastes about a thousand cups of tea every day. Once the tea leaves have been selected and picked, it requires a great deal of professional skill and quality assurance to process them. “After all this, it would be a real shame if the tea didn’t reach consumers in tiptop condition. The packaging’s most important function is to protect the product. If it fails to do this, the whole production process will have been a waste of time. That’s why Simcote plays an essential role in a tasty cup of Yorkshire Tea,” says Hart-Brooke. Taylors keeps a close eye on the environmental impact of its production. The carbon footprint left by the tea’s packaging is minimal. The impact of the tea itself is moderate, yet surprisingly, adding milk will double the carbon footprint of your cuppa. However, it’s unlikely that Brits will give up their national beverage – milky tea – on these grounds. We enjoy a cup of fragrant Yorkshire Tea. Hart-Brooke urges us to guess which aspect of our cup has left the greatest carbon footprint. Cultivation, transportation, the use of packaging machinery, fertilisers…? No. “Boiling the water.”

Brits drink their tea with milk. If you’re pouring from a teapot, you can put the milk in the cup first. If you’re making tea in the cup, only add milk once you’ve finished. Otherwise the milk will cool the water and you won’t get a good cup of tea.

COLUMN LIISA ROHWEDER Secretary General WWF Finland

PROSPECTS OF SCARCITY SUCCESFUL COMPANIES RENEW THEIR BUSINESS MODELS IN A MANNER THAT MAKES THEM LESS DEPENDENT ON THE SCARCE NATURAL RECOURCES.

ack of resources is a megatrend that is, quite justifiably, given as the basic starting point in almost all strategies and scenarios about the future. This means that it is a widely recognised challenge. But have we understood the level of this challenge? For around the past twenty years, the basic solutions for the lack of resources have been material efficiency and recycling. The efficiency of resources has been clearly improved in many product chains, and the new, lighter solutions and materials provide the same benefits with a smaller amount of materials. Unfortunately, the simultaneously increased consumption level has eroded the benefits of material efficiency and recycling. In Finland, the consumption of natural resources has increased by around 20 per cent since the year 2000.

Some of these negative impacts can be managed with better production methods. We must still find new means, too. We must also provide some concrete goals. Halting the total consumption of natural resources and decreasing it to a sustainable level is one such concrete goal. The World Business Council for Sustainable Development (WBCSD) has estimated that the natural resource intensity of economy should be increased four to ten times by 2050. This is a huge challenge, but I remain hopeful because both decision-makers and the general public have become much more aware of the level of this challenge and much more willing to do something about it. Successful companies do not merely make their products and processes more ecoefficient: they renew their business models in a manner that makes them less dependent on the ever scarcer natural resources. This is one of the themes in which WWF Finland and Mets채 Group are focusing in their cooperation.

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SUCCESS FACTOR Investigating latest solutions, technology and research

Jumping on

THE LIGHTWEIGHT

WAGON with Case Paper

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Case Paper’s box is made of foil laminated Carta Solida.

create a high-end packing product. As we started working with that, we saw that we could sell the board as it is and then change it for added value,” says Case Paper CMO Simon Schaffer. According to Schaffer, these products have a very smooth surface that appeals to brand owners and has a wide range of potential applications. “The battle for consumers’ attention is a growing trend in the industry. Everything needs to be brighter, better and more flashy. Metsä Board’s products have attractive and sought-after qualities that add value to brand owners’ special packaging.” The biggest users of these products are the entertainment, health and beauty industries. “The products benefit all these industries, but exclusive brands such as Victoria’s Secret and Bath and Body Works especially like these products. We’ve been doing a lot of their in-store signs like holiday displays and other special projects.” LIGHTWEIGHTING BENEFITS EVERYONE

IF YOU THINK THAT YOU BUY PAPER PER WEIGHT, THAT IS NOT TRUE. YOU BUY IT BY YIELD. Text: JOHANNA PENTTILÄ Photos: KIMBERLEY EVENSEN

ase Paper has come a long way since its humble beginnings in 1943. Started as a family-run finepaper merchant in New York, it’s now a major supplier to the printing industry across the United States and Canada. Finding the right partners has played a big part in Case Paper’s success, and today a sizeable chunk of its core business is built around Metsä Board’s products. “It all started with special features. We took Metsä Board’s existing board, especially Carta Solida, Carta Integra and Carta Elega grades, and foil laminated it to

Case Paper values Metsä Board’s products for much more than their smooth, silky appearance – the high yield that comes with lightweighting is a huge advantage, explains Schaffer. “Our customer was making phone cards with a heavyweight board that was coated on both sides. By going lightweight with Carta Integra, their cards became 15 per cent lighter, and weight is a very big factor when shipping their products globally. Metsä Board lightweight boards yield significantly more packaging per tonne and reduce the total cost without compromising quality.” While Europe is more aware of the benefits of lightweighting, it’s still a relatively new concept in the United States, where the mills and technology are older. It’s a difficult concept for people in the US to understand because most printers are still accustomed to the old way of thinking. “Many merchants still think that they buy paper per weight, which is not true. You buy it by yield. We understand lightweighting and yield better than most people in the US. We are really hands on, with a big team of salespeople who visit clients to educate them on the benefits of lightweighting.”  Magazine | issue 1/2014

“To attract consumers’ attention, packages need to be brighter and more flashy,” says CMO Simon Schaffer from Case Paper.

GROWING TOGETHER

In addition to the lighter weight and superior quality of Metsä Board products, which includes phenomenal foldability and cracking resistance, Case Paper values their proven sustainability throughout the packaging chain. “Having a partner with traceability is very important. We know where the

products are coming from and how they’re made. That offers us consistency and reliability.” Reliability is closely related to safety, another strong trend in the industry. There is a movement away from recycled boards towards fresh fibre boards, and the US Food and Drug Administration has approved all Metsä Board’s packaging boards for direct food contact. “Brand owners are concerned about safety when recycled material ends up in food packaging. Metsä Board’s fresh forest fibre board doesn’t have that problem. It’s a huge advantage for Metsä Board that they use their own pulp – it brings a lot more consistency to the product and the process.” Customisation and regional support are vital, while still maintaining efficiency. This comes back to working with the right people and valuing long-term partnerships above individual deals, explains Schaffer. “What really sets Case Paper apart from other merchants is our commitment to inventory. We keep a lot of products and machinery on our floors in our locations. We can work fast. That’s not something you’ll typically find with US or global merchants. In order to do this we need compatible partners. Metsä Board really understands and supports us as a company.”

CASE PAPER IN BRIEF • Major supplier to the printing industry across the United States and Canada • Their competitive advantage comes from converting capabilities and stocking both rolls and sheets to provide higher level of service • Family-owned and operated; founded in 1943 in New York as a fine paper merchant • Locations in New York, Philadelphia, Chicago, Miami, Charlotte, Los Angeles, Dallas and Toronto

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TURNING HEADS IN THE WORLD’S LARGEST MARKET “It feels great to bring our modern products to North America, the world’s largest packaging board market,” says Lasse Wikström, president of Metsä Board Americas. North America has long been Metsä Board’s largest market for linerboard, but strong growth targets were also drawn up for folding boxboard a year ago. Food service products have mainly been manufactured from plastic, but the region is now rapidly switching to boardbased products for ecological reasons. This is increasing demand for board. “It’s a dynamic market and clearly on a growth track,” says Wikström. Lasse Wikström started in his current position in September 2013, but has been working in the forest industry for over 25 years. He’s been primarily working with packaging board, so he is thoroughly familiar with the industry. COMPETITIVE EDGE “Lightweighting gives Metsä Board a competitive edge: compared to local manufacturers, we can easily achieve a yield advantage of over 30 per cent, depending on the product,” says Wikström. Metsä Board believes that its products will generate added value for customers. “Our up-to-date range contains products suitable for packaging everything from beautycare to pharmaceuticals to foodstuffs,” says Wikström. As well as its products, Metsä Board has also finely tuned its delivery chain and service. Large local warehouses enable standard products to be delivered at very short notice. When a customer starts using Metsä Board’s products, the technical support team visits their premises to ensure that they are getting everything they can out of their folding boxboard. “This approach seems to have worked: in the last six months, our sales in North America have doubled as customers become increasingly aware of the benefits our ecological, high-performance folding boxboards offer them,” says Wikström.

THREE QUESTIONS about the paperboard business

IMPROVING RESOURCE EFFICIENCY

RESOURCE EFFICIENCY IS A TOP PRIORITY FOR METSÄ BOARD. THIS LEADS TO CONSIDERABLE COST SAVINGS AS WELL AS LOWER ENVIRONMENTAL IMPACTS.

OLLI SUONTAUSTA Vice president, projects Metsä Board

Text: FRAN WEAVER Photo: SAMPO KORHONEN

What does resource efficiency involve?

“Resource efficiency has three main aspects which are all interlinked. When it comes to raw material, energy and water use, our particular aim is to optimise the recipes we use to make our products. Energy is costly and leads to considerable environmental impacts, so it’s important to be as energy efficient as possible. At the same time we endeavour to increase the raw material yield by developing the production processes to make more from less. In addition, we striver to reuse all residues and waste generated in our processes by ourselves or by our partners.

How do improvements in resource efficiency benefit Metsä Board and the company’s customers?

Resource efficiency is of great importance in economic and environmental terms. We can cut costs by reducing our consumption of raw materials, energy and water. We avoid landfill waste by making it available as a raw material

for other end uses. For our customers, in addition to environmental footprint issues, one practical advantage is the lightweighting of our products such as folding boxboards. Using lighter packaging with no quality loss brings many benefits, including less transportation.

How do you enhance Metsä Board’s resource efficiency in practice?

We’ve been running projects related to resource efficiency at all of our mills since 2011. Husum mill has been particularly active in finding ways to optimise the ingredient mixes used in their paper products by increasing the proportion of filler to fibre. Kaskinen mill recently adopted a new pulp-refining process that consumes 10 per cent less electricity. Kyro mill is currently looking at wastewater flows and material losses to find ways to recover useful suspended solids from wastewater. Savings on materials or water use typically lead to energy savings too, showing how resource efficiency issues are all interconnected.

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OUT OF THE BOX Exploring the world

Text: LENA BARNER-RASMUSSEN Photos: SHUTTERSTOCK

Metsä Board has recently opened a web shop to make it even easier for customers to place quick orders: officepapershop.com

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one are the days when brand owners saw general advertisements in the local newspaper as the most powerful way to get through to customers. Thanks to an array of social media and devices, companies are nowadays able to send personalised messages through multiple channels. This has obviously had implications for paper consumption. Metsä Board strongly believes in the power of paper. Through the What Future report, now published for the second time, Metsä Board’s Linerboard and Paper business area explores the future of paper consumption. The firm intention is to identify the business opportunities ahead. “During the last few years, the way brand owners communicate with their customers has been changing radically. We wanted to get to the root of the

dynamics and lead the way as a strategic partner for our customers and customers’ customers,” says Monica Sahlén, Sales Manager Business reels, one of the authors behind the report. MORE PERSONALISED MESSAGES

Technology has opened up a vast field of opportunities for communicating with the market, not only in the digital space but also in print. Thanks to social and printed media, people using the new solutions and smart databases, companies are able to respond swiftly with personalised messages. “The challenge isn’t only to get your message across in the information jungle, you also have to ensure that the receiver of your message has seen and read it,” says Sahlén. Although the overall demand for paper is decreasing, it’s still seen as one

Awareness of market changes among responding companies has improved since 2011.

The speed of market changes slowed down in 2013 to a more realistic level.

Transpromo and Direct Marketing are the most popular applications but the growth is no longer as strong as it was in 2011.

Technology is available but skills and standards are still lacking. The channels try to encourage existing businesses to implement new technology but without creating truly new concepts.

PAPER IS STILL SEEN AS ONE OF THE MOST TRUSTWORTHY MEDIUMS FOR GETTING THE MESSAGE ACROSS. of the most trustworthy mediums for communicating. “But the big change for us and our market is the need to focus on quality rather than quantity, and bring added value to customers.” So instead of sending out thousands of ads, brand owners focus on fewer and more targeted messages that contain information and offers relevant to the recipient. Digital printing technology has enabled this transformation but also sets demands for the paper: it should enable high print precision, good dimensional stability, and durability. People also expect impeccable images. “Paper producers need to be agile and offer just-in-time solutions, smaller batches and quicker deliveries, and paper qualities that make the most of the latest technology.”

END USERS QUICKER THAN PRINTERS

The first What Future report, published in 2011, showed that end users were very quick to embrace new marketing channels and use digital technology in ways that printers and converters were slow to respond to. “The end user was much further ahead in the online world than printers and converters had realised,” says Sahlén. This was obviously a problematic conclusion for Metsä Board. Processes were designed to counter the pessimistic perception of the potential of paper, which Metsä Board focused on consistently since. Printers and converters have caught up and are now on the same page as the users.

End users continue to favour leaner processes and have a higher sensitivity towards customers’ requests. ”Digitalisation” is no longer THE sole religion.

There is still an opportunity to promote the sustainability message of paper.

According to the report, the Nordic countries and the UK have been particularly quick to adopt digital technology compared to the other regions surveyed.

The latest report was based on interviews with 178 respondents from 18 countries. Respondents included people from Metsä’s channels and end users. Channels were, for example, printers, converters, and print management companies, while end users were credit card companies, banks, telecom companies, retail firms, utilities and governments.

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TRACKS Metsä Board leading the way

STABILITY AND QUALITY

BOOS AFTER 15 YEARS OF COOPERATION, CHINA NATIONAL PHARMACEUTICAL INDUSTRY CORPORATION IS CONVINCED OF METSÄ BOARD’S ABILITY TO GUARANTEE THE STABILITY AND QUALITY OF PACKAGING MATERIALS.

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he cooperation with China National Pharmaceutical Industry Corporation (CNPIC) and Metsä Board started in 1999. “Since then it has never stopped,” says Ms. Shen Hong, deputy manager of China National Pharmaceutical Industry Corporation (CNPIC). In terms of pharmaceutical and healthcare companies, CNPIC is one of the biggest importers of Metsä Board’s cartonboard products in northern China. Besides the main products Avanta Prima and Carta Solida, CNPIC has also bought Simcote for medicine that demands cold preservation.

Metsä Board’s cartonboards are positioned in the high-end market in China due to their high quality performance. They are especially targeting at imported and premium domestic medicines, which demand higher packaging standards. “Compared with competitors, the biggest advantage of Metsä Board’s products is their product consistency and high quality. The cleanliness and elasticity of each single cartonboard stays at a high level, guaranteeing a great print result and strong protection for the medicines.” DIFFERENTIATION IS THE KEY

The price of medicines has been declining

Metsä Board opened its first office in Beijing in 1953 – in November 2013 we celebrated our 60th anniversary in China with our customers. We raised our glasses for paperboards for sustainable future.

CNPIC IN BRIEF • Founded in 1964, China National Pharmaceutical Industry Corporation (CNPIC) is a wholly owned subsidiary of Sinopharm, the largest medical and healthcare producer in China. • Directly managed by State-owned Assets Supervision and Administration Commission of the State Council (SASAC), with the core businesses of distribution, logistics, retail, scientific research and manufacture of healthcare-related products. • Revenue in 2013 exceeded RMB 205 billion (EUR 23,8 billion).

INESE COOPERATION continuously during China’s medical reform. Outer packaging has become the last bastion of the manufacturers’ efforts in cost saving. More and more foreignowned and joint venture paper companies have been entering the Chinese market , meaning competition between manufacturers of high-end pharmaceutical packaging has become increasingly fierce. According to Ms. Shen, the reason for maintaining a long-term partnership with Metsä Board is clear. “Besides Metsä Board’s guarantee of high-quality products, the main reason is that we believe in the bright future of a standardised Chinese pharmaceutical

Text: CHEN LUYAO Photo: GILLES SABRIÉ

industry. When that day comes, we will be able to pay more attention to sustainability and eco-friendliness.” As an industry leader, CNPIC has responsibility to support and protect this vision of the future by introducing and promoting environmentally friendly products to its customers. To stand out in the competitive Chinese market, Shen also emphasises the importance of differentiation. “Some companies try lowering costs but that’s a war that is hard to win. Instead, it’s worth focusing on product differentiation. For instance, producing and developing particular products with unique

characteristics, like the lightweighting concept, cold resistance and board stiffness. Products sold to the Chinese medicine market must also resistant to counterfeiting.” In other words, they should be easily identified but hard to copy. “These unique selling points must be understood by our end users. For example with Metsä Board’s constantly lighter boards, we need support from Metsä Board to convince our customers that their elasticity and quality remain at the same high levels as before. We are lucky to receive the support,” Ms. Shen adds.

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IN THE BOX A glance at current topics

MIGRATION – TACKLING THE PROBLEM HEAD-ON

THERE’S ONE TOPIC THAT’S ON THE TABLE WITHIN THE WHOLE FOOD INDUSTRY: THAT’S MIGRATION. WE AT METSÄ BOARD ARE NOT ONLY WAITING FOR WHAT HAPPENS BUT WE ARE ALSO WORKING WITH OUR OWN SOLUTIONS TO MIGRATION. WE ARE ALSO DEVELOPING RELIABLE MEASURING TECHNIQUES. Text: TYTTI HÄMÄLÄINEN Photos: METSÄ BOARD

ollowing the initiation of an ordinance in Germany to prevent mineral oil migration into food from recycled fibre based packaging materials, two different types of migration have been introduced. Riikka Joukio, Metsä Group’s senior vice president of sustainability and corporate responsibility explains:

“The first is direct migration, where there’s a real risk to food safety if mineral oils from packaging made of recycled fibres transfer into foods. The other is indirect migration, which is negligible. Indirect migration is migration from other sources, for example when the mineral oils from transport packaging made from recycled fibres migrate through the fresh forest fibre packaging to the food.” The results of Metsä Board’s own studies on migration have been verified by independent accredited laboratories.

STRAIGHT-FORWARD ORDERING FOR DATA COPY AND LOGIC

ata Copy, a leading European office paper brand, has launched an online shop to sell pallets directly to resellers of all sizes. Through the web shop, Data Copy is more accessible to resellers and thus delivers good service and personalised marketing support. The web shop sells all Data Copy products and LOGIC 300 products with a minimum order of one pallet. Resellers will benefit from the reliable supply of Data Copy and LOGIC, straightforward ordering, special offers and marketing support.

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“The latest studies confirm what we knew already: Metsä Board’s fresh forest fibre boards are free of mineral oils. The studies also confirm that our boards are safe and protect the food from indirect migration as well,” says Nina Happonen, Metsä Board’s commercial director, food and beverages segment. Analysing mineral oils in the laboratory is no easy task. It’s like looking for a needle in a haystack: a few milligrams of oil per kilogramme of food. That’s the equivalent of searching for a single sugar cube in 6,000 litres of coffee. Another issue is analytics – it requires good knowledge of different substances to distinct them from one another and not mistake them for extractives in the wood. “That’s why we are developing new measurement techniques together with The Finnish Technical Research Institute and other companies,” says Joukio. Because migration has been a hot topic for a very long time, there’s a possibility that the market will want even safer paperboards than the legislation will require. “We are always saying that we want to exceed the requirements of legislation. This is why we continuously develop our products and our solutions to protect food against mineral oils,” explains Happonen. Both Metsä Board’s new cartonboard products and its established Kemiart and Modo Northern Light liners help to tackle the issue of indirect migration. Combining our fresh forest fibre boards and liners in transport packaging as well makes the whole package lightweight and 100 per cent safe. Read the blog about indirect migration.

CHROMOLUX DIGITAL FOR FREEDOM IN DIGITAL PRINTING

or more than 50 years, Chromolux has enjoyed worldwide popularity, inspiring designers, printers, brand owners and end-users in many applications. It has become synonymous with cast-coated fine papers. With Chromolux Digital, the high gloss and luxury feel of Chromolux can now be combined with the flexibility and speed of digital print to produce sparkling results. The premium board provides inspiration for all kinds of packaging and graphic applications such as presentation folders, personalised and limited-edition packaging or business and greeting cards. “Digital printing offers flexibility for personalisation and experimental designs, and is ideal for meeting the trends of shorter runs and special promotions,” says Oliver Wipperfürth, marketing and business development manager at Metsä Board Zanders. “Brands are increasingly finding ways to differentiate themselves, and limited-edition packaging with special effects fit the bill.” Chromolux Digital is available for HP Indigo (liquid toner) and dry toner applications. The liquid toner range includes various substances, surface effects and colours, and the high white range for dry toner applications is available in a wide choice of substances. The unique smoothness of the premium board guarantees high gloss, excellent toner transmission, accurate colour resolution and a good surface for lamination. Its high bulk makes it ideal for embossing and die-cutting.

HOW TO LOSE WEIGHT AND THINK FIT

ind out the answer at metsaboard.com! That’s where we’re blogging about lightweighting, how easy it is to see into the future, and also migration. There will be blogs about sustainability and industry trends, to name just a few topics. Why not save the page to your favourites?

METSÄ BOARD CALCULATORS: MOBILE APPLICATIONS AVAILABLE

ur set of board calculator applications that include pallet weight, price, reel and yield calculators. Download the mobile-compatible apps for free from the Windows Phone, Apple, Google Play and BlackBerry World stores by searching for “Metsä Board Calculators”.

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IDEAL FOR MANY APPLICATIONS Whatever your need, we’ve got it covered. This quick guide to Metsä Board’s portfolio gives you an idea of the kinds of end uses our products are suitable for.

CARTA DEDICA MODO NORTHERN LIGHT SIMCOTE

FROZEN & CHILLED

SIMCOTE KEMIART CARTA DEDICA CARTA SELECTA MODO NORTHERN LIGHT

SIMCOTE AVANTA PRIMA

FAST FOOD

CARTA DEDICA MODO NORTHERN LIGHT AVANTA PRIMA SIMCOTE

TEA & COFFEE

FOOD SERVICE

FOOD & BEVERAGE

KEMIART MODO NORTHERN LIGHT CHROMOLUX CARTA ALLURA AVANTA PRIMA

WINES & SPIRITS

CHOCOLATE & CONFECTIONERY

BISCUITS & BAKERY

CARTA SOLIDA CARTA ALLURA CARTA INTEGRA CARTA ELEGA CHROMOLUX

PREMIUM

DRY FOOD SIMCOTE AVANTA PRIMA CARTA SOLIDA

DAIRY SIMCOTE CARTA SOLIDA AVANTA PRIMA KEMIART

STANDARD

SIMCOTE CARTA SOLIDA

POUCHES ZANFLEX CARTA ALLURA CARTA ELEGA CHROMOLUX MODO NORTHERN LIGHT

CARTA SOLIDA CARTA ELEGA CARTA INTEGRA CARTA ALLURA

MAKE-UP

PERFUMES SKIN CARE BEAUTYCARE

AVANTA PRIMA CARTA SOLIDA CARTA ELEGA

HAIR COLOUR TOILETRIES 34

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CARTA SOLIDA CARTA INTEGRA CARTA ELEGA CARTA ALLURA

AVANTA PRIMA SIMCOTE CARTA SOLIDA

ZANLABEL

PAPER BASE

STANDARD

WALLPAPERS LABELS

COMPREHENSIVE CRESTA RANGE

PREMIUM

NON-WOVEN BASE

CHROMOLUX

DATA COPY LOGIC

SUPER PREMIUM

OFFICE PAPERS

CHROMOLUX TAKO HID

PREMIUM

TAKO CX LITE S TAKO CX WHITE S

TAKO CX LITE TAKO CX LITE OBA

VALUE FOR MONEY

CIGARETTES

MODO PAPERS

BUSINESS REELS

PAPERS

CARTA INTEGRA CARTA ELEGA CARTA SOLIDA CARTA ALLURA CHROMOLUX

CARDS & CALENDARS GRAPHICS

COVERS & FOLDERS CARTA INTEGRA CARTA ELEGA

IT, CD & DVD

KEMIART MODO NORTHERN LIGHT CARTA SELECTA CARTA SOLIDA AVANTA PRIMA

KEMIART MODO NORTHERN LIGHT

TRAYS DISPLAYS

PRESCRIPTION

AVANTA PRIMA CARTA SOLIDA SIMCOTE

KEMIART MODO NORTHERN LIGHT

CARTA SOLIDA AVANTA PRIMA SIMCOTE

HEALTHCARE

OVER THE COUNTER

SHELF-READY PACKAGING

POINT OF SALE

RETAIL PACKAGING

KEMIART MODO NORTHERN LIGHT

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THERE’S MORE

TO METSÄ

THAN MEETS THE EYE