UPM_Biofore_Magazine2016_ENG_160623_e-magazine_72dpi

TEXT NIKO KILKKI

PHOTOGRAPHY UPM

Responsible Fibre New Future is the first product range to carry the new Responsible Fibre

The future is in your hands

trademark adopted by UPM. According to Environmental Director Päivi Rissanen from the Paper ENA business, the new trademark innovatively combines UPM’s environmental responsibility and social responsibility into one cohesive philosophy, which is followed throughout the product lifecycle. “Responsible Fibre is truly unique. We wanted to introduce a trademark that shows that we are committed to ensuring that all our products carrying the trademark comply with the industry’s most demanding responsibility criteria.” But can we trust a responsibility trademark developed by the company itself? “Responsible Fibre was created almost Päivi Rissanen

entirely on the basis of our existing certifications and standards, which are verified by third parties. Even the responsibility data from our internal systems, such as UPM’s carbon footprint calculations, has also been verified by external parties,” Rissanen emphasises. To be eligible for the trademark, the wood rawmaterial for the product must be

UPM has refreshed the look of one of its main office paper brands. The facelifted and renamed ‘New Future‘ range adds a fresh chapter to the UPM Biofore story. T he Biofore philosophy systematically built up by UPM combines the innovative and sustainable use of wood fibres with alternative solutions to non-renewable materials. What does this mean in practice? The refreshed New Future product family, comprising three fine paper grades, provides a tangible example of Biofore thinking. “We wanted to give our office paper brand a visually attractive and narratively cohesive brand facelift. The technical properties of the paper were also adjusted to better meet today’s printing needs,” says Petteri Kalela , Senior Vice President responsible for theMerchants, Home & Office business. The New Future brand is designed around the use of renewable materials. “The fibres needed to produce our fine papers come from sustainably managed forests. After use, the same fibres can be recycled and reused,” Kalela says.

sourced from an FSC®- or PEFC™-certified forest where measures to guarantee biodiversity have been implemented. The paper must also meet the requirements of the EU Ecolabel, and the production process must comply with all the applicable occupational and product safety requirements. UPM is additionally committed to operating in a responsible and ethical manner in all communities and societies in which it operates. The New Future product range was deemed eligible for the trademark only after it successfully met almost twenty different responsibility criteria. And New Future is no exception in UPM’s responsibly produced paper range, notes Rissanen: “All our products are produced following the same principles and criteria, but not every paper brand needs the trademark. Even so, we produce all our papers with an equal commitment to responsibility.” Reason and emotion The advent of the ‘paperless office’ has been predicted for decades. The termwas first coined in a 1975 BusinessWeek article forecasting that digital devices and tools such as the internet and e-mail would render paper obsolete. Forty years later, quite the opposite has happened.

Petteri Kalela

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