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BIOFORE
Think big, think differently
Other new paper launches such as
UPM Impresse and UPMReCat are
similarly the fruit of a paradigm-chal-
lenger mindset. “We asked ourselves
why couldn’t we produce a beau-
tiful, high-bulk uncoated product
for rotogravure and HSWO printing,
or a high-bright magazine product
made from recycled fibre. Just
because it hasn’t been done in the
past doesn’t mean it couldn’t,
shouldn’t or wouldn’t be done in
the future.”
For many years now, UPMhas
been practicing what Bousios is
preaching in the field of side-
streams and the circular
economy. “A beautiful
example is the Cinerit
business from our
Central Europeanmills,
which utilises ash from
deinking sludge inciner-
ation as a soil stabiliser,”
says Varvemaa.
“It’s all about
changing the way
we think. Instead of
getting rid of ‘waste’
the cheapest possible
way, we critically
review the material and
energy streams of our
processes, and utilise
everything either in
our own processes or in
some other business as
rawmaterial,” explains
Varvemaa.
Besides promoting a zero-emis-
sion, zero-waste society, harnessing
of sidestreams promises to open up
many business opportunities as soon
the technologies mature a bit further,
predicts Varvemaa.
He believes the research done at
UPMwill benefit the entire industry.
“We truly believe the bio-based
economy is the winner of tomorrow.
and Changsu, China to
create sustainability-driven
innovations with a strong custom-
er-oriented approach.
“We need to be
humble enough
to understand our
customers’ needs and
yet bold enough to
suggest eco-solutions
we truly believe will
help them,” he says.
He names UPM
Valor – the magazine
paper you are holding
now – as a prime
example of a recent
customer-driven
innovation. This revo-
lutionary high-end
paper – 15% lighter
than similar grades
– answers a long-
standing customer
request: ‘The current
quality is good. Can I have it cheaper?’
“We took apart the paper’s charac-
teristics and figured out it’s actually
the ‘optics and haptics’ that define
quality, not weight. Some people may
like the loud thud of a magazine when
you drop it on the table, but in terms
of rawmaterial utilisation, the extra
weight is unnecessary. This is a great
example of how eco-design helps print
stay competitive,” says Varvemaa.
Jonna Kuusisto