STAKEHOLDER MAGAZINE 1/2012 - Metsa Board
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STAKEHOLDER MAGAZINE 1/2012 RENEWAL
METSÄ BOARD
– STRONGER THAN EVER
We have tirelessly developed our paper- r where the new facility is expected to be
boards, production processes and serv- opera
operational in autumn 2012. Furthermore,
ices to support our customers’ businesses. we are developing our services to enable
In recent years we have increased our car-r us to offer fit-for-purpose solutions for our
tonboard significantly in response to cus- custo
customers’ needs.
tomer demand, with the latest capacity No
Now is also the time to further
increase of 30,000 tonnes per year being streng
strengthen our R&D and drive the busi-
implemented at Äänekoski mill in May ness fforward based on new ideas from our
2012. We have also renewed our paper- r close cooperation with customers. To help
board portfolio: at the beginning of this us ach
achieve this goal, we opened a new R&D
year we launched the new double-coated centre at Äänekoski. It focuses on research
Kemiart kraftliner grades, Graph+ and that will
w lead to improvements in our cur-
Lite+. In autumn 2012 we expect to start rent paperboard
p products and on devel-
up the new biopower plant at Kyro, which oping new technologies and raw materi-
will contribute to an annual reduction in als th
that will drive advances in paperboard
CO2 emissions of 100,000 tons – equiva- produ
products. We will work on specific win-win
lent to the annual emissions produced by projec
projects with our customers.
approximately 60,000 cars. Thi
This issue is being published prior to
At the same time, we are improv- the DDrupa 2012 fair. At the last Drupa
ing our service level with the new car-
r fair, in 2008, M-real Corporation partic-
tonboard sheeting operations at Ääne- ipated – a company that concentrated on
koski, commissioned in March the fine
fin paper business. Following our suc-
2012, and those in cessfu
cessful restructuring and rebranding, the
Gohrsmühle, strong paperboard company Metsä Board
will attend
a the fair. At Drupa 2012 we
will showcase
sh how our ecological and safe
paper
paperboards contribute to the success of
our cu
customers’ brands. We will also present
the CChromolux product range and the
Modo business reels.
We have now taken the final steps in the
strate
strategic review of our paper business. The
elimin
elimination of the losses of our paper busi-
ness wwill make us much stronger going
forwa
forward. Although our focus is now on
paper
paperboard, developing our other remain-
ing paper
pa operations will continue to be
impor
important.
Me
Metsä Board is the European leader in
high-
high-quality ecological paperboards. We
believ
believe that as a part of Metsä Group’s new
comm
common identity, we are able to further
streng
strengthen our visibility in the market. To
find out
o more about this new identity and
why it i makes us stronger, please turn to
page 7.7
I ho
hope you enjoy reading the first issue of
Metsä Board Magazine.
Mikk
Mikko Helander
CEO, Metsä Board
2 m-real
m-re
eal magaz
magazine
m gaz
zine | issue
issue 1 # 2012
our image p. 7
New identity, SAME ROOTS
born again p. 4 services p. 8
Strength through RENEWAL Up, close and PERSONAL
all together p. 6
Making this ISSUE creating real value p. 17
sustainability p. 14 Getting the most from PACKAGING
Understanding PRIORITIES
roadmap to the future p. 19
The world in 2050
packaging luxury p. 20
MOUVEMENT INFINI’S new creation
high-flying origami p. 22
RENEWAL Our stand at the DRUPA FAIR
aesthetics p. 26
MORE than meets the eye
reliably distinctive p. 30
CHROMOLUX leads the way
investments in renewal p. 34
22
Follow our TIMELINE
news p. 32
Read ALL ABOUT IT CONTENTS
METSÄ BOARD MAGAZINE, issue 1/2012 Metsä Board, P.O. Box 20, FI-02020 Metsä, Finland,
www.metsaboard.com, magazine@metsaboard.com. Publisher: Metsä Board, Communications
Editor-in-Chief: Juha Laine VP Investor Relations and Communications Managing Editor: Tytti Hämäläinen
Editorial Board: Charlotte Dickens, Tytti Hämäläinen, Juha Laine, Nicole Lowartz, Ritva Mönkäre,
Susanna Siira Production and Graphic Design: Otavamedia Customer Communication, Helsinki, Finland PAPER TRAIL – WHAT
Team Leader: Jaana Pakkala Producer: Maija Kajanto and Taru Virtanen Graphic Design: Katri Nietosjärvi WE ARE MADE OF
and Riina Walli English language editing: TenFour Communications Oy Translations: AAC Global Oy Cover: Chromolux
Printed by: Erweko Painotuote Oy Metsä Board Magazine (15,000 copies) appears in English, French, 250 g/m2
German and Russian (only digipaper-format). All magazines are available at www.metsaboard.com. Interior: Galerie Art
Opinions expressed in this publication are not necessarily those of Metsä Board. Silk 115 g/m2 PEFC/02-31-120
ISSN: 1797-1209
Magazine | issue 1 # 2012 3
TRENDS
TEXT: CHARLIE BASS AND SATU JUSSILA PHOTOS: SHUTTERSTOCK
TRENDS
A L
N EW
RE
Strength through
RENEWAL
ature is constantly renewing itself: In spring, helps prepare us for the challenges that lay ahead.
N trees sprout new leaves, animals shed their At Metsä Board, our new name and identity are
winter coats, and young seedlings reach for the sky. only one part of our renewal process. We’ve worked
Renewal is, in fact, all around us. In life, renewal is a extremely hard to transform ourselves from a paper
refreshing and invigorating experience: starting a company to a profitable paperboard company. We’ve
new job, renovating a cherished home, getting a new streamlined and invested in our operations with the
haircut, or even enjoying the feeling that a new outfit aim of becoming an even more innovative business,
can bring. focused on delivering high-quality, sustainable
Renewal is creation, reinvention and improvement products and services.
all rolled into one. As Benjamin Franklin said, “When Maintaining a close dialogue with our stakeholders
you’re finished changing, you’re finished.” Renewal is is vital in our renewal. One example of this dialogue is
essential. It sets us on the right path for the future and What Future? survey, presented on the next page.
4 Magazine | issue 1 # 2012
tarting in April 2011, Metsä Board’s
S sales and marketing team conducted an
extensive survey of over 270 stakeholders in
21 countries across Europe. The purpose
of What Future? survey was to get a better
c h understanding of how paper consumption will
e ar change from 2011 to 2013.
“By sharing the findings of this study
s
re
with our strategic customers, we can better
prepare for future demands through an open
g h and comprehensive dialogue,” says Stefan
o u Tschumi, Commercial Director Business Reels,
r Metsä Board Paper and Pulp. “It’s important
Th that we base our strategic decisions on facts,
not gut feelings.”
he results of the survey indicate that
Through understanding T consumption in Metsä Board’s traditional
end-use segments is expected to decrease
considerably for uncoated wood-free papers.
“The major driver is digitalisation. We are
seeing that end users, for example the banking,
insurance and telecommunications sectors,
will increasingly send all types of forms and
reports via electronic media,” says Tschumi.
Th According to the estimates in the survey,
ro the biggest decrease in demand will be in the
ug Nordics and the United Kingdom, whereas
hd eastern Europe will experience a small
ial increase over the same period.
og
ue
he survey also shows that channels, for example
T printers and converters, are more focused on
surviving in shrinking markets rather than investing
in innovation. “Channels believe they can keep
production levels steady if they improve their price and
performance. End users, by contrast, see print as a cost
they are looking to scale back,” Tschumi explains.
“This market study enables us to have constructive
discussions with our customers about future setups. We
want to share our ideas on solutions that can help our
preferred partners remain competitive.”
Magazine | issue 1 # 2012 5
TRENDS
TEXT: TARU VIRTANEN
Cover illustration
he cover of this issue illustrates springtime in the forest. The artwork,
ove
r T created by Finnish illustrator and graphic designer Ilja Karsikas, is printed
c on 250 g/m² yellow Chromolux cartonboard.
Th e “The special material chosen for the cover made this project both interesting
and challenging. I wanted to give the material space by using simple tree
elements with only a few colours,” Karsikas says.
MAKING Karsikas is known for his strong use of colour and for creating magical
atmospheres with his illustrations. The yellow and green shades bring a bright,
OF fresh spring feeling and also closely reflect Metsä Board’s new brand colours.
You can admire another of Karsikas’ illustrations on pages 34–35.
Pa p
ercu
ts
SU F
IS G O
New app
E
IS IN
TH AK
M
Styles & Colours
ransformation – taking something and turning it into
TABLET TIME
T something totally different. This was the starting point for
this issue’s Styles & Colours, where delicately folded pieces of
ello to all of you reading this issue on an iPad or Android paperboard are transformed into flying birds. We look forward
H tablet! We hope you enjoy the new format. In the first tablet to meeting you at Metsä Board’s stand at the DRUPA fair in
Düssseldorf, Germany from 3–16 May, where you can experience
version of Metsä Board Magazine you can read highlights from
the 1/2011 and 2/2011 issues, as well as all the articles in this these beautiful paperboard birds flying above you!
issue. You can download the app from either the App Store or
Google Play or by following the links on our website at
www.metsaboard.com.
6 Magazine | issue 1 # 2012
TEXT: TYTTI HÄMÄLÄINEN PHOTO: METSÄ BOARD
A BOOST TO
VISIBILITY
Both Metsä Board and the Metsä Group as a
whole have new names and corporate identities.
Metsä Board’s new name and identity represent the final
stage in a restructuring based on the company’s strategy.
tandardising Metsä Group’s than before. Although the focus is on board, on its antlers – and the new corporate
S names and identities generates
substantial added value for Metsä
Board and its stakeholders. The
change increases the company’s market
visibility and projects it into the same class
developing paper operations will continue to
be important.
“We have worked tirelessly in recent
years to transform ourselves from a paper
company into a profitable paperboard
identity communicate that Metsa Board is
a responsible forest industry company that
respects its roots and which is continuously
developing.
“Some might recognise our new logo as a
as its competitors – to major international company. Our structural transformation modification of the one used when we were
players. is now at a stage where we also want to known as Metsä Serla, from 1986 until 2001,”
Metsä Board’s new name and identity communicate it through the company name,” Helander points out.
reflect a company that is strongly focused says Metsä Board CEO, Mikko Helander.
on high-quality ecological paperboards, The new logo – consisting of the company Find out more about the new Metsä Board
and which is innovative, responsible and, name, Metsä (forest in Finnish) and the and Metsä Group visual identities at
as part of a unified Group, even stronger head of a moose nobly holding a forest www.newmetsa.metsagroup.com.
Magazine | issue 1 # 2012 7
A
MORE
INSIGHTFUL
JOURNEY
Metsä Board gets up close and personal with its services.
We have divided the customer journey into small pieces
so that customers can choose the pieces that suit
them the best.
TEXT: LENA BARNER-RASMUSSEN PHOTOS: ALIISA PIIRLA AND METSÄ BOARD
8 Magazine | issue 1 # 2012
Magazine | issue 1 # 2012 9
hen specifying
METSÄ BOARD HAS packaging materi-
NOW MADE THE als, piecing together
just the right path to
PROCESS OF BUYING the perfect product
CARTONBOARD EASIER relies on expert knowl-
edge and a clear vision
THAN EVER BEFORE. of the final goal. How-
ever, when ordering car-
tonboard to make product packaging, customers
don´t necessarily know what they need, or even
what the available options are.
To address this issue, Metsä Board has now
made the process of buying cartonboard easier
than ever before. By conceptualising its products
and services, the company is aiming to become
even better at offering exactly what its customers
need in exactly the right volumes.
The need for service concepts is the result of an
evolution in the business. For the last few years,
demand for Metsä Board’s products has sur-
passed supply. One way of addressing this chal-
lenge is to increase capacity; another is to pack-
age products and services into suitable concepts.
A MORE STREAMLINED PORTFOLIO
In order to help Metsä Board discern what
Matti Ketonen and Jukka Kettunen to offer customers, the product portfolio was
have been working on simplifying streamlined and made more distinct.
Metsä Board’s offering.
10 Magazine | issue 1 # 2012“When we know exactly what we want to
offer, it is much easier to communicate this
information to the customer,” says Matti
Ketonen, Vice President, Supply Chain and
Customer Service.
And we’re not just talking about the carton-
board itself. Internally, around 200 services have
been identified, encompassing everything from
the customer’s initial thoughts about buying car-
tonboard to the customer satisfaction survey at
the very end of the delivery chain.
By dividing the whole customer journey into
small pieces, the process of putting together
the right concept for each individual customer
becomes easier – you just choose the pieces the
customer needs.
“Each individual service must give a clear
added value to the customer,” Ketonen points
out.
GREATER TRANSPARENCY
The aim of conceptualisation is also to bring
greater transparency to the whole process, both
for the customer and internally. “Both parties
need to know what to expect,” says Ketonen.
In the past, ‘what to expect’ has at times been
anyone’s guess, as Metsä Board’s product portfo-
lio was piled high with options. “A pivotal guide-
line during the last few years has been to simplify
The journey from the mill to the cus-
tomer has its own services; a little bit
of extra protection for sheets may be a
small – but important – addition.
Magazine | issue 1 # 2012 11A PIVOTAL GUIDELINE DURING THE LAST FEW
YEARS HAS BEEN TO SIMPLIFY OUR OFFERING.
our offering,” explains Jukka Kettunen,
Senior Vice President, Production and
Product Development.
S
Several investments have been made to
CT
FA
support this streamlining effort. There are
fewer cartonboard grades for customers
QUESTIONS TO ANSWER WHEN to choose from, making life easier for all
YOU DEFINE YOUR JOURNEY: parties.
z
Plan and source – what are the products “This is a much more cost-efficient way
and services that you need? of doing things. In the past the products
z
Prepare and order – how do you order have been too similar, making it difficult
and manage your supply in the most effi- for customers to know what they really
cient way? need,” says Kettunen.
z
Produce and customise – are there any
As the saying goes, the customer is king.
special needs in the format you receive
But Metsä Board knows when to challenge
your goods?
z
Stock – do you need stocks to ensure
this old adage.
availability of our product? “We won’t blindly deliver whatever the
z
Receive – where, when and how do you customer asks for if we know there is a bet-
want to receive your goods? ter option available,” Ketonen says.
z
Reflect – how do you want to close the More often than not, this way of think-
delivery and what can we do better? ing takes the customer on a more insight-
ful, and ultimately more rewarding, jour-
ney.
BUSY TIMES Metsä Board is continuing to invest in its mills.
Jari Tiainen, Product Manager Minna Kantsila, Product Manager Panu Räsänen, Product Petteri Teerijoki, Product
at Simpele at Kyro Manager at Kemi Manager at Äänekoski
“Last year the second stage “Our recent investment has allowed us “Our latest investment, which ”The rebuild of our board
of the extensive investment to increase capacity by 40,000 tonnes, enables production of double- machine was finished in
programme was implemented. to 190,000 tonnes. With this investment coated kraftliner grades May 2012, and a new slitter
We have the most efficient we want to increase the availability Kemiart Graph+ and Kemiart winder and reel-packing line
folding boxboard machine of our Carta Elega and Avanta Prima Lite+, will provide superior were also taken into use.
in Europe, with an annual boards for our customers. In addition, printability for our customers. This allowed us to increase
volume of 300,000 tonnes. we are building a new biopower plant Attractive packaging is production capacity to
Capacity has doubled since for the Kyro mill. It will replace natural a significant competitive 240,000 tonnes per year
2006. For customers, this gas with CO2-neutral wood, mostly advantage in the retail and ensured the availability
increased capacity means that discarded wood such as bark and chips. business and we are now able of consistently high-quality
the availability of Simcote has The plant is scheduled to be up and to offer grades that enhance Carta Solida and Carta
increased significantly.” running in the autumn of 2012.” both shine and detail.” Integra for our customers.”
12 Magazine | issue 1 # 2012NOT JUST ANOTHER
EMPTY PHRASE
ake a quick look at your favourite box of cereal and
T you may find a sentence somewhere saying that
the package is produced in an environmentally friendly
way. You may not be aware of it, but a seemingly endless
number of working hours has been put into making sure
that this is not just another empty phrase.
Rauno Nokelainen and Nina Happonen are the
people at Metsä Board to whom customers turn when
they need information about the cartonboard they use
to package their products.
Life Cycle Assessments, which involve assessing all
the environmental impacts associated with every single
stage of a product’s life cycle, are very much in vogue
these days. A huge spreadsheet has probably been
created to record and calculate the impact of that single
cereal box, covering everything from manufacturing and
distribution to disposal and recycling.
“A while ago, all people talked about was the carbon
footprint. Today that is not enough,” says Nokelainen,
Sustainability Manager at Metsä Board, Paperboard.
He provides customers with the information they
need for life cycle assessments. It is a vital part of
the company’s service concept. “This service is
as important as the physical product,” Nokelainen
emphasises.
In addition to the carbon footprint, customers also
want information on how the manufacturing of the
cartonboard has impacted the water system and the
forest.
Nina Happonen, Sustainability Manager, is
responsible for answering customers’ questions on
sustainable development and product safety. One of
the most important services she provides is helping
customers ensure that the raw materials used, in this
case fibre, are traceable, legally sourced and ethically
produced.
“All our production units hold two chains of custody
management systems, and we offer PEFC and FSC
certified products to our customers. Customers are
particularly keen on making sure that the rights of
indigenous people are not violated.”
Metsä Board mostly uses Nordic fibre, where the
origin of the wood is well known.
Read more
on pages
14–16
Magazine | issue 1 # 2012 13CASE 1
TARGETING
SUSTAINABILITY
14 Magazine | issue 1 # 2012SUSTAINABILITY WORK IS
BECOMING MORE SYSTEMATIC
THROUGHOUT METSÄ GROUP,
WITH NEW TARGETS DEFINED IN
RESPONSE TO AN EXTENSIVE SURVEY
OF STAKEHOLDERS’ PRIORITIES.
TEXT: FRAN WEAVER PHOTOS: METSÄ BOARD
Customers increasingly require information about how compa-
nies like Metsä Board look after their social responsibilities and
work to reduce the environmental impacts of products through-
out the entire supply chain – all the way back to the sourcing of raw
materials.
“Sustainability involves so many complex issues that we decided
to conduct a materiality analysis among internal and external
stakeholders in 2011, to learn about everyone’s concerns and priori-
ties,” says Riikka Joukio, Metsä Group Senior Vice President, Sus-
tainability and Corporate Affairs. “Using responses from almost
200 stakeholders – including many from our customers, employ-
ees, analysts and the media – we’ve been mapping the way forward
on essential sustainability issues, and setting measurable targets we
can monitor and report on.”
Beginning in 2012, Metsä Group will produce a separate annual
sustainability report to help stakeholders follow also Metsä Board’s
progress towards key targets.
“We’ve identified four main focus areas with regard to sustain-
ability: the benefits of our safe, recyclable products compared
to alternatives; the sustainability of our raw materials and the
whole supply chain; the environmental efficiency of production at
our mills; and both internal and external stakeholder relations,”
explains Joukio. “The main interests of customers and stakeholders
today include the origin of raw materials, the carbon footprint of
products, and the working conditions along the supply chain.”
SETTING CLEAR TARGETS
New sustainability targets and areas for action have already been
defined. Efficiency improvements will be made at mills, with the
aim being to reduce the amount of energy used to produce a tonne
of product by ten per cent of the 2009 level by 2020. Across Metsä
Magazine | issue 1 # 2012 15CASE 1
“We’re expanding our environmental product informa-
WE ARE MAPPING THE tion from current carbon and water footprints to cover also
WAY FORWARD AND other information our customers want,” says Joukio. “This
involves doing life cycle assessment (LCA) calculations that
SETTING MEASURABLE examine products’ impacts all the way from the forest to
the customer. We’re currently testing new LCA software for
TARGETS. assessing food packaging board made at Simpele mill, and
eventually all our main products will have extensive, prod-
uct-specific environmental information readily available.”
Group, emissions of fossil carbon
dioxide per tonne of product should LOOKING AFTER PEOPLE
be reduced by 30 per cent over the To ensure social responsibility along Metsä Board’s sup-
same period. ply chain, a new Code of Conduct for suppliers was drawn
One related project involves the up during 2011 for the whole Metsä Group, covering issues
construction of a new bioenergy from human and labour rights to business ethics. “From now
plant at Kyro mill. By using renew- on this code will form part of all new and renewed supplier
able biofuels like bark, woodchips contracts,” says Joukio. “Additionally, during 2012 all of our
and tree stumps instead of natural employees will be trained on how the new employee Code of
gas, Kyro will cut its greenhouse gas Conduct should be applied in their work.”
emissions by about 100,000 tonnes Social responsibility also involves looking after Metsä
a year. When the plant starts up in autumn 2012, it will also Board’s own employees. “Our health and safety targets now
provide district heating for 1,300 nearby homes. include a sickness absenteeism rate of less than three per cent
Meanwhile, forest certification coverage will be main- and a zero lost-time accident rate,” says Joukio. “And wher-
tained at the current high level, enabling Metsä Board to ever capacity reductions mean that our employees face redun-
clearly demonstrate to even more customers that the fibre in dancy, we take responsibility in the local communities and
its products comes from responsibly managed forests. Cur- collaborate closely with the authorities to help find new
rently, Metsä Group’s forest certification percentage, 81 per opportunities for them.”
cent, is already the highest among the competitors.
TRANSPARENT AUDITING OF
WORKING CONDITIONS AT HUSUM MILL
A groundbreaking ethical trade audit three days investigating the mill’s
was conducted at Metsä Board’s standards on issues including safety
Husum Mill in May 2011. “One of our and working conditions, as specified
major office paper customers in the in guidelines defined by the Ethical
UK wanted to verify that all products Trading Initiative.
sold under their brand are produced “Guided around the mill by a union
responsibly,” explains Husum Mill’s representative, they interviewed about
Customer and Development Engineer, 40 people, including workers chosen
Helén Sundvall. at random as well as those responsible
“We were glad to invite external for human resources and health and
independent auditors to check safety,” says Sundvall. The auditors
conditions here, because this displays reported that Husum Mill fully complies
our transparency and honesty when with all guidelines, and particularly
it comes to ethical issues. It can also praised the mill’s monitoring of
help us find ways to further improve working hours, good management-
conditions.” union relations, and the range of useful
An auditor from verifiers SGS UK information provided for employees on
Ltd, together with a representative the mill’s intranet, including channels
from SGS’s Swedish branch, spent for reporting safety risks.
16 Magazine | issue 1 # 2012CASE 2
CONTRIBUTING
TO YOUR SUCCESS
Customers in emerging markets look to
Metsä Board’s IBP Services team to help
them get the most from their packaging.
TEXT: SATU
SAT
A U JUSSILA PHOTOS: WEINA LI, SHUTTERSTOCK AND METSÄ BOARD
“
We are a complete printing solutions provider, dedicated
to our customers’ success,” says Mark Beamesderfer, Glo-
bal Sales & Marketing Director, Metsä Board IBP Services.
“We help our customers figure out the best packaging for
their product and create an attractive design, and we can
also take care of print and supply chain management,” he
continues.
IBP stands for Integrated Brand Packaging. The IBP
team works with international companies who are looking
to grow their brands in emerging markets such as China,
India and Indonesia. Customers are typically in the con-
sumer electronics, personal and beauty care, food and bev-
erage, and consumer goods industries.
MAINTAINING BRAND INTEGRITY
Headquartered in Shanghai, China, the IBP team offers a
wide range of services for customers.
“Our head office is
located in Shanghai
and we are present in
Asia, Europe and the
Americas,” says Mark
Beamesderfer.
Magazine | issue 1 # 2012 17“We are experts at providing NETWORK OF CERTIFIED PRINTERS
brand owners with a wide range All IBP Service’s manufactur-
of dynamic and integrated pack- ing sites have their own compli- CREATING REAL VALUE
aging materials – including flex- ancy and project development per- IBP Services is part of Metsä Board’s Paperboard
ible packaging, folding cartons, sonnel who ensure the customer’s Business Area. “We are a complementary service
paper bags, and rigid set-up boxes,” specifications are met. to Metsä Board Paperboard and regularly work
Beamesderfer explains. “The team “With over 60 certified print- with customers on all of their packaging needs,”
also has extensive expertise in col- ing presses within our network, explains Beamesderfer.
our management, which extends we can optimise each project by “We create the structure and graphics for
to all printing and converting selecting the right equipment and the product, and analyse the best materials,
methods – including offset, flex- process to get the job done with- work flows and production methods for our
customers,” he explains. “We also provide
ography, screen printing and out compromising the customer’s
integrity for customer brands through advanced
gravure.” requirements – unlike most tra-
fingerprinting techniques and colour-managed
“All our front-end processes ditional ‘iron-on-the-floor’ print- engineering services.”
take place at our customer serv- ers, who need to slightly modify Through IBP Service’s quality systems, Metsä
ice office in Shanghai,” continues customer projects in order to max- Board can control the materials used in the
Beamesderfer. “The manufacturing imise return on their own capi- manufacturing process as well as the selection
of our packaging components is tal investments,” Beamesderfer and verification of manufacturing partners. “We
done through a tightly integrated points out. define the customer’s quality requirements and
network of certified and vali- One of the things he is most validate each process with on-site technicians,”
dated print partners located pri- proud of is the team’s ability to notes Beamesderfer.
marily throughout the Asia-Pacific deliver solid results. “Our quality Finally, IBP’s delivery service supplies the
materials and information required by brand
region.” performance and on-time deliv-
owners to bring their products to the global
The focus at IBP Services is on ery results are among the best
market. “We deliver brand packaging supplies on
maintaining the integrity of the in the industry. We are unparal- time and simultaneously, anywhere in the world.”
customer’s brand – regardless of leled in terms of supplying pack-
where in the world the custom- aging materials from multiple geo-
er’s products are manufactured graphic locations.”
and sold.
S
CT
FA
Wide range of ser vices
IBP’s range of services includes:
zPackaging Needs Analysis
zDesign Services
zPrint Management
zSupply Chain Management
go to
For more information about IBP,
cont act us at
www.ibpworld.com or
ibpworld@ mets agro up.com.
18 Magazine | issue 1 # 2012COLUMN
THE CORE
STRATEGY ON
THE PATH TO
2050 IS TO GET
THE HIGHEST
POSSIBLE VALUE
FROM OUR
RESOURCES.
The world in 2050
2050 Roadmap to a Low-carbon Bio-
UNFOLDING economy’ at European Paper Week in
November 2011 in Brussels. Received with
an encouraging welcome, this roadmap is
THE FUTURE
a holistic exploration of the future of our
sector. It defines the technical and financial
pathways that will help create the EU policy
frameworks we need to enable the transition
to the future.
The core strategy on the path to 2050 is
to get the highest possible value from our
resources: fresh and recycled wood fibres.
magine … “The consumers of 2050 have made of over 80 per cent cellulose, and We aim to find the optimal balance between
I chosen to live in a bio-society. They
opted for “life” (bios), and the forest fibre
industry fulfilled its promise. It seized the
printouts use high-quality paper.
At noon, the recycled paper lunchbox is
pulled out of the fridge and heated in the
the use of raw materials, the optimal
recycling system and the lowest-carbon
solutions. As an industry at the core of the
opportunity for which it had been preparing. microwave. The box indicates how hot the bio-economy, we believe we have a crucial
Operating around a living resource, based on food is. role to play in providing the solutions to
fibres and molecules derived from wood, the After work, a visit to elderly parents allows the current and future challenges faced by
forest fibre industry has anticipated societal time to check that the medicine box is society.
trends and consumer demand to develop correctly programmed with the times to take This roadmap is not a blueprint; it is an
new business models and technologies. the wood-based medicines. exploration of the future and what we will
One morning in 2050 ... people are The day ends in front of a good movie need to do to get there in a world with scarce
waking up in a 20-storey wooden apartment shown on the bio-composite, nano-fibre- resources and an ever-growing population. It
building, managing to drag themselves based entertainment set. The family looks is a vision that we want to share with all the
from beneath the warmth of their wood- forward to a weekend in the forest.” stakeholders in our industry, and the start of
fibre blanket. At the table, the family The pulp and paper industry is preparing a policy debate in Europe.
pours cereals from paper boxes into a bio- to take its place at the heart of the bio-
composite bowl, milk from a beverage economy when the vision described above
carton, and coffee into a paper cup. The becomes reality. Our industry’s knowledge
air is cleaner than that breathed by their and expertise in forestry, recycling, wood
parents. The passing cars are made of bio- chemistry and fibre processing puts us in
composites derived from wood and powered pole position for the future.
by hybrid or bio-diesel engines. As part of this preparation, the Teresa Presas
Mobile phones use paper-based batteries. Confederation of European Paper Industries
CEPI Director General
www.cepi.org
Presentations are made on a fibre screen (CEPI) launched the ‘Forest Fibre Industry www.unfoldthefuture.eu
Magazine | issue 1 # 2012 19INTERVIEW
A PASSION
FOR COSMETICS
20 Magazine | issue 1 # 2012SYLVIE DE FRANCE, WHO HAS DESIGNED FOR A NUMBER OF MAJOR
PERFUME HOUSES, IS THE CREATOR OF THE PACKAGING FOR OR
INFINI, THE LATEST PRODUCT BY MOUVEMENT INFINI.
TEXT: TAINA TERVONEN PHOTOS: THIBAULT STIPAL
erfume is a fragrance, a story, an Rexam for the pump, VPI for the closure, shimmering body lotion, I worked on
P emotion.”
Whenever Sylvie de France
talks about her work, it is with
visible passion and enthusi-
asm. Since 1987, she has devoted her cre-
ative design work to perfumery and cos-
metics, creating containers and packaging
Wauters for the box printing, Metsä Board
for the cartonboard, and Sylvie de France
for the packaging design.
The latest member had no hesitations
about coming on board.
“I was amazed when I was approached
to join this project. I wanted to demon-
waves of light and stars in the graphic
styling.”
A PRODUCT THAT STIRS THE EMOTIONS
The result is a luxurious box in golden and
pearly tones that exudes lightness and a
dash of fantasy, exemplified by the small
that are true to the spirit and universes of strate that I too had something to con- angel-like character, who appears to be
such great brands as Eden Park, Emanuel tribute to this commitment and to set my blowing stardust.
Ungaro, Elie Saab, Salvatore Ferragamo, talents to work on this message. At first “I wanted to achieve a certain degree
Issey Miyake, Lolita Lempicka, and Yves sight, eco-design may seem a little cum- of femininity and charm, even in an eco-
Rocher, among others. bersome. I wanted to show that being up designed product!” the designer explains.
“What I like most about my work is the against constraints and strict regulations The end result proves that a luxury
way perfume elicits pleasure, beauty and doesn’t mean that you can’t be creative; product can have an eco-friendly design
seduction,” she says. in fact quite the opposite is true – con- ideology. With Ecocert certification cov-
Attention to detail and deep sensitivity straints are what drive us forward!” ering all of its materials, natural ingredi-
are also essential. ents make up 99 per cent of the elements
“Each brand tells a story. It’s up to me LIGHTWEIGHT AND POETIC used to create Or Infini, with ten per cent
to find the expression that best emulates In the case of Or Infini, the primary con- from organic sources. Recycled materi-
the universe and message conveyed by the straint was that the materials had already als are used for the closure and bottle.
product. That calls for a lot of discussion,” been chosen. Accordingly, Sylvie de The lightweight and durable cartonboard
explains the designer. France worked mainly on the graphics, used – Carta Elega 280 g/m2 – means the
concentrating on the packaging by apply- weight of the box is reduced by more than
ECO-DESIGN – SETTING A CHALLENGE FOR ing her sensitivity and a hint of fantasy. ten per cent compared to other similar
CREATION “As the container itself was simple, I felt paperboard grades.
Passionate is the only word to describe Syl- it was important to work on a fairly strong “This product is one that both warms
vie de France’s feelings last summer when staging, abandoning the conventional and excites,” Sylvie de France says.
she joined Mouvement Infini, whose latest rectangular block shape and infusing it “Thanks to projects like Or Infini, we can
creation, Or Infini, a perfumed, shimmer- with a little movement. As Or Infini is a demonstrate that the luxury sector is cer-
ing body lotion, stands on the desk tainly not lagging behind when it comes
of the designer’s Paris office. This to eco-design. In fact, quite the opposite
is the consortium’s third crea- is true.”
tion, coming after organic skin-
care cream Naya and the eco-
friendly Émoi Infini fragrance
range. The consortium brings WANT YOUR OWN OR INFINI?
together eight partners around We’d like to know what you think about this issue of
a commitment to eco-design: Metsä Board Magazine. Please give us your feedback at
Mane for the fragrance, Strand www.metsaboard.com/magazine-survey. The lucky
Cosmetics Europe for the for- winners will receive their own samples of Or Infini!
mula, SGD for the bottle design,
Magazine | issue 1 # 2012 21STYLES & COLOURS
IT IS NOT ONLY
FINE FEATHERS
LÄINEN
TEXT: TYTTI HÄMÄ BOARD
I TUOMI AND METSÄ
PHOTOS: TOMM
22 Magazine | issue 1 # 2012FLYING FIVE METRES HIGH,
beautiful, light and white. They look
like flying birds, but they are actually
expertly folded pieces of paperboard.
These airborne wonders await you at
Metsä Board’s stand at the DRUPA fair.
HELD EVERY FOUR YEARS, DRUPA
is the printing and media industry’s
largest and most prestigious fair. This
year’s event takes place in Düssseldorf,
Germany from 3–16 May.
Aesop (620–560 BC)
Magazine | issue 1 # 2012 23STYLES & COLOURS 24 Magazine | issue 1 # 2012
FINE PACKAGING is many different
things; in our case, we use fresh
forest fibres and efficient production
methods to create paperboard that’s
lightweight, safe, strong and reliable.
Nature is our very essence: we need
water to make wood and wood to
make paper.
LIKEWISE, we’ve put nature at the
very heart of our stand at the DRUPA
fair. The display evokes a feeling
of purity and lightness, with the
lightweight and eye-catching bird-like
models floating delicately in the air.
YOU ARE CORDIALLY INVITED to
visit Metsä Board at stand D34 in
PrintCity, Hall 6. We look forward to
meeting you!
Magazine | issue 1 # 2012 25IN THEORY
A lot more than
MEETS
THE EYE
would like to encourage com- would kill all creativity in package
I
panies to consider aesthet- design, but rather to ask whether
ics to a greater extent and to enough attention has been paid
understand that aesthetics to the different areas of aesthetic
function with a different kind design.
of logic than traditional brand
thinking,” states Terri Kupiainen, COMBINATIONS CREATE NEW EFFECTS
MTT Taloustutkimus researcher. In Kupiainen’s study, consumers were
As part of the PAKKI research categorised into five groups based on
project, she has studied the char- their attitudes and basic values: plu-
acteristics of visual elements that ralistic, realistic, hedonistic, tradi-
appear in package aesthetics and tional, and universal consumers. The
which are used in design. But groups’ responses to different colours,
for Kupiainen, a wider goal is to colour combinations and lines, and
increase understanding of the signif- combinations of colours, shapes and
icance that overall aesthetic design surfaces were then tested.
has for a business. The intention is As a result, the consumers were
not to provide a single analysis that divided into six groups based on the
26 Magazine | issue 1 # 2012T?
HA
W
Aalto University’s PAKKI
research project
z
A two-year research project focusing on the
role of packaging as a source of competitive
advantage, by Futupack Network (1.1.2009-
31.12.2010)
z
Research members: University of Jyväskylä,
Lappeenranta University of Technology, MTT
Agrifood Research Finland, Helsinki School of
Economics, University of Tampere
z
The research was sponsored by Metsä Board
and several other companies
z
Alongside participating companies were Tekes
(The Finnish Funding Agency for Technology
and Innovation) and PTR (Association of
Packaging Technology and Research)
Packages provide an aesthetic experience. The level of attraction
depends to some extent on the basic values of the consumer.
TEXT: TIMO NYKÄNEN PHOTOS: PAULA KUKKONEN AND SHUTTERSTOCK
colours and colour combinations AN INSIGHT INTO THE CREATIVE
they found enjoyable. In three of the PROCESS
groups, blue was the most popular The study indicates that consum-
main colour. As all the respondents ers’ basic values have some impact
were Finns, we can conclude that on their preferences concerning vis-
blue is most certainly the superior ual elements.
colour in Finnish culture. “Other studies have also found
In addition, the study reinforced that favouring round shapes is
the notion, already partially known, related to a sense of community,
that in the mind of consumers, com- that is, to the value-pluralistic con-
binations of visual elements func- sumer type in this case. Consumers
tion in a different way compared in the hedonistic value group may
to individual elements. Individ- more easily approve of sharp shapes
ual colours tested in the study, such because they find them to be more Researcher Terri
as brown, may almost behave in a energetic,” says Kupiainen. Kupiainen wants
contradictory way in combinations According to Kupiainen, how- companies to go
compared to when they are used ever, additional studies are required beyond traditional
alone. before it can be stated with any brand thinking.
Magazine | issue 1 # 2012 27certainty that values and specific aes- SUCCESSFUL PACKAGE DESIGN
thetic solutions are mutually related REQUIRES GENUINE PARTNERSHIP
in an unambiguous way.
“Being committed to specific val- PAKKI project researchers Hannu involved in package design be included
Kuusela, Mirka Toivonen and Mika Yrjölä right from the start of the process. This
ues expresses many issues, from cul-
focused on studying how the information allows the goals of the entire chain to be
turally subconscious ones to those
related to the value of the package is taken into account in a better way, and
that are inbuilt. This is why I find distributed in the value chain. Cooperation enables real cost savings. The outcome
studying aesthetics so fascinating: between parties in the value network should then be packages that are both
it requires extensive interpretation. has become increasingly important for better designed and more consumer
This may perhaps not match that companies’ business strategies. oriented.
well with more straightforward eco- According to the researchers, trust The PAKKI project based its sub-project
nomic thinking, but I think it could between the parties in the network on the graduate theses prepared by
help us better understand the crea- is the most important condition for Juuso Mustonen and Marc Josefsson at
tive process of a package designer, for successful cooperation and smooth Tampere University. The tool developed
sharing of information. Establishing more by Mustonen can be used for promoting
example.”
in-depth partnerships requires open the joint creation of value in the network,
communication and abiding by jointly while in his work Josefsson highlights the
agreed operating methods. competitive significance of immaterial
It is recommended that all parties capital and its renewal.
CONSUMER GROUPS AND VISUAL ELEMENTS
CONSUMER GROUP Characteristic group trait Colours and lines that the group finds
pleasant (+)/unpleasant (-)
VALUE PLURALISM Capacity to live with many elements, flexibility + blue, grey, white, earth tones, red
and conformance with surrounding values + round line shapes
– sharp lines
VALUE REALISM Actual realisation of values through actions + blue, red
+ square-shaped
– violet, black, grey
HEDONISM Immediate personal sensory experiences + black, white, red, yellow
Strong reactions, tension and creativity + several line types
– earth tones, particularly brown
TRADITIONALISM The willingness to approve traditional norms + blue, earth tones,
and roles in one’s life + square-shaped
Harmony, slow and deliberate change – orange, yellow
UNIVERSALISM The willingness to evaluate social procedures + violet, red, black, white, earth tones
and norms, the willingness to create new + round line types
norms based on the known tradition.
Freedom, information, spirituality
Source: Kupiainen T. & Laaksonen, M (2011). The Multimodality of Design Elements in the Food Packaging Context. The 1st International
Colloquium on Global Design and Marketing, 8–9 December 2011, University of Lincoln, UK. Abstract and presentation.
28 Magazine | issue 1 # 2012
Get more cartons per tonne and improve sustainability with
Metsä Board’s lightweight cartonboards. Made from Nordic fresh forest
fibres, they perform smoothly on production lines, make packaging
look good and meet the highest safety standards. metsaboard.com
IN PRACTICE
LABELS
DISTINCTION
of
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Chromolu -coating te
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zGraph outstandin
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Chromolux
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The cover
of th is em ssed
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ith the title
m ², co lo r yellow, w
250 g/
30 Magazine | issue 1 # 2012WHEN IT COMES TO PACKAGING WITH SPECIAL
REQUIREMENTS, CHROMOLUX IS TRUSTED BY
QUALITY BRANDS ALL OVER THE WORLD.
TEXT: HEINI SANTOS PHOTOS: METSÄ BOARD
s Europe’s leading supplier of winter temperatures – and our custom-
A composite cans and drums,
luxury tubes and plastic con-
tainers, Weidenhammer Pack-
aging Group (WPG) requires that their
products have a consistent quality and
ers are pleased to be able to present their
goods in premium packages at reasonable
prices,” Linke says.
Chromolux’s other great advantage is
its sustainability. “In combination with
availability. The Chromolux range of two or three plies of recycled carton-
cast-coated premium papers and boards board, it enables us to save resources as
helps the company achieve this. well,” he adds.
“Chromolux has a high-gloss appear-
ance. This is important to make our com- A RELIABLE SUPPLY IS KEY
posite cans look like metal, even if they Labelling the tubes is a multi-step
are actually made of papers and boards process.
for sustainability reasons. At the same “Metsä Board delivers the sheets of
time, the product inside is protected by a Chromolux to our experienced printers
high-barrier aluminium foil and special around Europe. They print on the sheets CHROMOLUX
coatings, enabling an extremely long shelf with four to eight colours plus lacquer, HAS EXCELLENT
life,” explains WPG’s Senior Purchasing achieving photo-like image quality. Next, RUNNABILITY
Manager, Andre Linke. the sheets are cut into strips and packed UNDER ALL
in paper with moisture barriers to pre- CLIMATIC
QUALITY UNDER ALL CIRCUMSTANCES vent bending,” explains Linke. CONDITIONS.
WPG uses Chromolux for labelling their At the WPG plants, the labels are glued
high quality composite cans. The high onto the tubes in their original width,
paper volume and cast-coated surface typically four to eight cans per core tube.
provide a harmonious and glossy impres- After labelling, the tube is cut to the
sion – perfect for demanding brand- individual can height.
name products. WPG’s clients include “We have always been able to count on
big names such as Nestlé and Imperial Metsä Board’s Gohrsmühle mill to pro-
Tobacco, so the quantities at the 12 pro- vide a reliable, secure supply. We have
duction sites around the world are large never had a day when we have not had
throughout the year. labels in stock, which is very important
“Chromolux has excellent runnability to us as we supply many of our custom-
on our lines under all climatic conditions ers more or less just in time,” says Linke,
– high or low humidity and summer or proudly.
Magazine | issue 1 # 2012 31news
TEXT: TYTTI HÄMÄLÄINEN PHOTOS: METSÄBOARD, SEPPO SAARENTOLA
Maintaining a direct, transparent dialogue
THE METSÄ GROUP
SUSTAINABILITY REPORT
e are committed to open communication, more about on pages 14–16 of this issue. “For
W and we want to tell our stakeholders how
we strive to live up to this promise. Sustainability
example, the report describes our energy use
and sustainable forest practices, and how we
is as important to Metsä Group and our partners plan to develop them further.”
as it is to our customers. In order to help our When exploring the report, even Joukio
customers and other key stakeholders see the herself discovered some new facts: all our
whole picture, we realised that we needed to environmental indicators have improved in
do even more. The result is the Metsä Group recent years, the number of women in the
Sustainability Report. Group’s management has increased from five
“The new report shows what we have done to 13 per cent over the past four years, and the
group-wide during the last few years. It also Group uses the highest volume of certified wood
explains where we are heading and what our (81 per cent) in the industry.
goals are,” says Riikka Joukio, Metsä Group “We are confident that the report answers
Senior Vice President, Sustainability and stakeholders’ questions and that it will help us
Corporate Affairs. “It gathers all the relevant maintain a direct and transparent dialogue with
information together in one booklet, making it them.”
easier for stakeholders to find all the facts and
figures relating to sustainability.” The English version of the report can be
The report’s themes are based on a downloaded from www.metsagroup.com/
materiality analysis, which you can read sustainability
32 Magazine | issue 1 # 2012New innovation centre boosts R&D
ebruary saw the opening of Metsä Board’s new
F innovation centre in Äänekoski, Finland. The centre
will support packaging-industry customers through R&D
in product innovation, introduce applications of new raw
materials created from fresh forest fibres, and research
how paperboard products can continue to keep pace with
rapidly evolving printing and converting technologies. The
centre will collaborate closely with research institutes and
universities, among others. The first research projects are
expected to come to fruition within two to three years.
“We have tirelessly developed our paperboards,
production processes and services to support customers
in their business,” says Metsä Board CEO Mikko
Helander. “At the same time, our work has achieved
Pasi Piiparinen started his second week at Metsä Board starring in a video. benefits in sustainability, for example in the design of light
See what he has to say about paperboard business at Metsä Board’s website. but stiff boards and in production energy efficiency. We
now want to strengthen our R&D further and drive the
Paperboard’s management welcomes new chief business forward based on new ideas, customer demand
and feedback.”
rom January 2012, Metsä Board Piiparinen has also been appointed
F operates through two business
areas: Paperboard, and Paper and
as a member of the Metsä Board
Corporate Management Team. The
Pulp. Pasi Piiparinen, M.Sc. (Eng.) other members are Mikko Helander,
was appointed Senior Vice President, CEO, Matti Mörsky, CFO, Seppo
Head of Paperboard as of March 2012. Puotinen, SVP, Head of Paper and Pulp
Piiparinen has an extensive background business area, Sari Pajari, SVP, Supply
in the packaging business, and in his new Chain and Business Development,
position he succeeds Mika Joukio, who Mika Paljakka, SVP, HR and Jani
was appointed CEO of Metsä Tissue. Suomalainen, SVP, Procurement.
Äänekoski rebuild ready
Celebrating 10 years of packaging luxury
Richer colours for retail displays
n January Metsä Board introduced two new coated
I n 2002, two future packaging
industry stars were born with the
as food, confectionary and beauty
products,” says Petri Vakkilainen,
I white top kraftliner products – the double-coated
grades Kemiart Graph+ and Kemiart Lite+. Double coating
launch of the Carta Integra and Carta Vice President, Mill Manager at Metsä provides a smoother and glossier surface, enabling
Solida fully coated board grades. Board’s Äänekoski mill. superior printability with improved ink laydown, brighter
Combining good stiffness, lighter “Another key success factor for colours and more accurate detail.
weight and brilliant visual properties, these grades has been the light weight The new grades are ideal for point-of-sale and
the new grades gradually gained a firm that offers cost savings for customers. promotional displays as well as consumer and retail-
foothold in the packaging market. At When discussing the light weight and ready packaging. The Kemiart product range – which also
the time, high brightness was a new sustainability, we proudly tell our includes Kemiart Ultra and Kemiart Brite – has a linerboard
development in folding cartonboards, customers that inside the board there suitable for every printing method. All Kemiart products
and it was one of the factors that is fresh air from central Finland.” are safe to use with fresh fruit and vegetables, and are
made Carta Integra and Carta Solida The 10th anniversary of Carta frequently specified for products including processed
so successful in high-quality product Integra and Carta Solida is being food, drinks, consumer electronics, tools, glassware, toys,
packaging and graphical applications. celebrated with an increase in footwear and cut-size paper.
“As a result of our continuous production capacity of 30,000 tonnes “The promotional role of corrugated packaging in retail
development, properties ensuring to 240,000 tonnes per year at the stores continues to grow, as consumers are attracted by
odour and taint neutrality were added Äänekoski mill, the birthplace of these high quality but sustainable packaging,” says Risto Auero,
to the grades a few years ago. The highly successful grades. The rebuild of Vice President, Sales, Metsä Board, Paperboard. “The new
demand for superior-quality packaging the board machine was finished in May. products are a response to a constant demand from the
that also ensures hygiene and safety In addition, a new slitter winder and a market: our customers are always looking for better printing
has made Carta Integra and Carta new reel packing line have been taken surfaces, improved gloss and higher-class packaging
Solida popular for applications such into use. options.”
Magazine | issue 1 # 2012 33You can also read
