Biofore Magazine 1 2015 ENG

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

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

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

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

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.

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