UPM-Biofore-Magazine-3-2014-EN

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3/2014 | 03
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?
Elisa Nilsson
Vice President,
Brand and Communications, UPM
Think circular
– think Biofore!
UPM
– The Biofore
Company
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.
By the end of 2013, the
company had 94,568
shareholders.
BIOFORE IS
THE UPM-KYMMENE
CORPORATION' S
GLOBAL STAKEHOLDER
MAGAZINE
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