UPM Biofore Magazine 1-2018

TEXT Matti Remes   PHOTOGRAPHY Janne Lehtinen, Tuomas Harjumaaskola, UPM

Global megatrends are reshaping the future of business, with sustainability leading the transformation. President and CEO Jussi Pesonen is confident that UPM is set for decades of solid growth as a bioeconomy innovator.

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eptember saw the launch of UPM’s new brand promise linking the phrase “Beyond Fossils” to UPMBiofore. President and CEO Jussi Pesonen sees this promise of a future based

the same thing: sustainable solutions to the challenges of population growth, urbanisation, climate change and resource depletion. “Consumer demand is primarily driven by the newmiddle classes in emerging economies. But growing consumption also highlights the need for responsibility. Manufacturing has to transition away fromdwindling fossil resources and towards renewable, recyclable rawmaterials.” As an example, demand for pulp manufactured by UPM is on the rise, drivenmainly by urbanisation and increasingly prosperous consumers who want pulp-based, biodegradable and recyclable packaging materials and personal care products. “Current megatrends indicate that pulp will remain a very interesting product in the long term.” Another great example of a megatrend feeding UPM’s business is the case of UPMRaflatac’s self- adhesive label materials. Demand for labels is increasing due to the rapid growth of online sales: adhesive labels are needed on every parcel to facilitate smooth delivery to customers. “Another growth driver is food labelling, as more andmore consumers in emerging economies are buying pre-packaged food products.”

beyond fossils GROWTH A future of

on non-fossil rawmaterials as a natural extension of UPM’s purpose to seize the limitless potential of bioeconomy. “It all begins with responsibly grown wood biomass that is processed into renewable, innovative, high-quality products,” Pesonen states. UPM’s Biofore strategy has proven to be a great success over the past ten years. The company is thriving. Its six business areas are highly competitive, and all have secured a firm foothold in their respective markets. “Nowwe have raised the bar even further. Fromnow on, we are aiming higher and shooting for continuous renewal and earnings growth.” What the world needs now Global megatrends provide an excellent springboard for UPM’s future expansion. They present numerous long-term opportunities, as everyone around the world wants

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