Value chain, supply chain, end-user…. After reading some of the main feature stories in this issue of Biofore youmay well think that these currently almost over-used words have become altogether obsolete. And quite rightfully so. Those established terms express the so called linear model which is embedded inmost of today’s industrial operations everywhere. The linear model – andmindset – is coming to an end. And the reason is simple: Earth’s limitations. A circular economy is a new paradigm. It challenges the traditional linear ”take-make-dispose” economy. Even though the developments in the linear model have been impressive, in a circular economy the resources are kept in use for as long as possible, and finally they are recovered, recycled and regenerated into new products andmaterials. According to Johnson Yeh, Associate Director for Environmental Initiatives of theWorld Economic Forum, circular economy may be the start of a new industrial revolution (see pp 10–13). We at UPMwelcome this! We have been advancing towards a circular economy for many years. UPM’s Biofore strategy aims at e“cient utilisation of resources and has given rise to several sustainable innovations that replace non-renewable rawmaterials with renewable, biomass-basedmaterials. Moreover, our product development is based on lifecycle thinking with ecodesign. Here the environmental impact and resource e“ciency of the product is assessed throughout the lifecycle – starting from the design stage all the way to the end-of-life solution. Today yesterday’s waste is tomorrow’s resource. What will happen to this magazine after you have read it? Think circular – think Biofore!



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UPM – The Biofore Company

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UPM combines bio and forest industries. We are building a sustainable future in six business areas. In 2013, UPM ' s sales amounted to EUR 10.1 billion. UPM has production plants in 14 countries and a worldwide sales network. UPM employs around 21,000 people. UPM ' s shares are listed on NASDAQ OMX Helsinki.

FACEBOOK www.facebook.com/ UPMGlobal

Elisa Nilsson Vice President, Brand and Communications, UPM

By the end of 2013, the company had 94,568 shareholders.

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