shape

1.2012 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS
SHAPE
A GLOBAL
VETERAN
RETURNS
HOME
LESS IS
MORE
the technique
that slims towels
and diapers
HOW TO KEEP
YOUR STOMACH
HAPPY
WHILE ABROAD
the
s
l
l
e
s
A
C
S
nit
u
g
n
i
g
a
pack
Sustainability drives innovation
GROW UP
GREEN
Thron Ullberg
Shape is a magazine from SCA,
primarily geared toward customers,
shareholders and analysts, but also
for journalists, opinion leaders and
others interested in SCA's business
and development. Shape is
published four times a year. The
next issue is due in June 2012.
Publisher
Camilla Weiner
Managing Editor
Marita Sander
Editorial
Anna Gullers, Göran Lind,
Anne Hammarskjöld, Inger Finell
Appelberg
Design
Markus Ljungblom, Kristin Päeva
Appelberg
Printer
Sörmlands Grafiska AB.
Katrineholm
Address
SCA, Corporate Communications,
Box 200, 101 23 Stockholm,
Sweden.
Telephone +46 8 7885100
Fax +46 8 6788130
SCA Shape is published in Swedish, English,
Spanish, German, French, Dutch and Italian.
The contents are printed on GraphoCote 90
grammes from SCA. Reproduction only by
permission of SCA Corporate Communications. The opinions expressed herein are
those of the authors or persons interviewed
and do not necessarily reflect the views of
the editors or SCA. You can subscribe to SCA
Shape or read it as a pdf at www.sca.com.
Address changes can done at
www.sca.com/subscribe or by e-mailing
[email protected]
Cover photo:
Camilla Lindqvist
2 SCA SHAPE 12012
“SVENNIS WAS
THE WORST”
ONLY THREE out of 9 million
Swedes answer to the first name of
Thron. One of them, with the last
name Ullberg, photographed Mats
Berencreutz for this issue.
Thron Ullberg started his
career as a photographer in 1996
after studying the history of art
and aesthetics. “I’m more or less
self-taught,” he says. As his specialty is portraits, he has met many
famous people over the years,
from the actress Noomi Rapace
to the legendary soccer coach
Sven-Göran Eriksson. “Taking
pictures of ‘Svennis’ was probably
one of the worst experiences,” he
says. “He was captain of England’s
soccer team then, and we were
supposed to take pictures for the
cover and 10 pages of the Swedish
monthly Månadsjournalen. Just
before we were about to start, his
press manager came in and said
we would have five minutes at the
most. We had to fill things out with
pictures of Svennis’s notepad.”
Ullberg lives with his wife
and three children in a house in
Enske-de in Stockholm, where
his family takes up most of his
time, but he does admit to liking
art, jazz and musicians like
Bugge Wesseltoft.
THE CO-WORKER
SCA’S SOCIAL MEDIA SITES
Youtube.com/
SCAeveryday shows
commercials and videos from SCA’s
press conferences, presentations
and interviews with executives and
employees.
Slideshare.com/
SCAeveryday
is for investors and analysts, who
can download presentations from
quarterly reports and annual general
meetings.
Facebook.com/SCA is
intended to attract talent,
engage users and provide information
in a way that complements sca.com.
Scribd.com/
SCAeveryday
makes some 50 publications available,
including SCA’s sustainability report,
its Hygiene Matters report and Shape
magazine.
Twitter.com/SCAeveryday
provides a good summary of
every thing happening at sca.com and
in SCA’s social media. The aim is to
provide various users, journalists and
bloggers with relevant information.
Flickr.com/
HygieneMatters
supports the launch of the global
report Hygiene Matters with images.
CONTENTS
32
THE TREE POOL PROJECT
makes cities greener.
06. Green money
How do we decouple growth from environmental impact?
Innovation might be a way to work around the problem.
13. Innovation race
Locked up for 72 hours, employees turned really creative.
16
MATS BERENCREUTZ
cares for hygiene.
20. Tissue trouble ended
New tissue dispensers at Dairy Queen solved littering problem.
22. Stomach control
Clean hands are the best defense against bacteria
when going abroad.
24. Packaging to DS Smith
SCA sells its packaging operations.
27. Thinner and thinner
Diapers and towels get thinner, yet absorb better –
how is that possible?
36. Windy ventures
SCA plans to construct and operate two wind parks on
o its own.
ALSO....
SUSTAINABILITY goals extended – page 4
SHAPE UP – page 30
12 HOURS with Miao Yuping – page 38
NEWS FROM SCA – pages 40– 43
30
A DOG mage of wood.
DO YOU KNOW...
...when the first Libresse disposable towel was produced? See page
e 28.
SCA SHAPE 12012 3
UPDATED
News from SCA
MORE TARGETS:
Raising the bar for
sustainability
SCA hones its competitiveness by
sharpening its sustainability targets.
SCA IS INCREASING its sustainability ambi-
tions, setting new sustainability targets.
“Our sustainability activities are businesscritical for SCA and give us an edge over
competitors. Our ambitious efforts makes
us more attractive for customers, consumers and investors, while they also save
money,” says Jan Johansson, SCA’s President and CEO.
Sustainability is all about creating value
for people and nature, including business
value for SCA.
SCA’s previous sustainabilty targets relating to carbon dioxide, water usage, fibre
souring and Code of Conduct compliance
remains. Hygiene solutions and sustainable
GET YOUR REPORTS
SCA’s annual report and sustainability report have
been published. They’re available in English and
Swedish. Order them at www.sca.com/subscribe
or download them from sca.com
4 SCA SHAPE 12012
innovation are examples of new areas covered in the new targets.
“Innovation and sustainabilty are strongly
intertwined and sustainable innovations
are essential if we are to exceed customer
and consumer expectations,” says Kersti
Strandqvist, senior vice president, Corporate Sustainability.
The following goals are to be
added to previous targets:
$ Decrease our accident frequency rate by 25 percent
between 2011–2016.
$ Make our knowledge about
hygiene available to customers and consumers and
ensure access to affordable,
sustainable hygiene solutions.
$ We want to deliver better,
safe and environmentally
sound, solutions to our customers by innovations where
the whole life cycle has been
concidered.
$ Triple our production of biofuels from forests by 2020.
$ The production of wind
power on SCA forest land will
increase to 5 TWh by 2020.
$ Preserve the biodiversity
of our forests. A minimum
of 5% of our productive
forest land will be set aside
from forestry in our ecological landscape plans and a
further 5 % will be set aside
as part of our consideration
for nature in our managed
forests. Read more:
www.sca.com/sustainability
SCA strengthens its
Asian market position
SCA HAS MADE a binding offer to to acquire
the Taiwan-based hygiene products company
Everbeauty. The purchase price for the deal
amounts to about SEK 1.9 billion (USD 290
million) on a debt-free basis. If the deal is
realized, SCA’s position in Asia, one of the
Group’s prioritized growth markets, will be
substantially strengthened.
“Asia is expected to account for 60 percent
of global growth within hygiene products,”
says Jan Johansson,
SCA’s president and
CEO. “The acquisition
of Everbeauty would
create good growth
opportunities in a strategic market and would
make SCA the market
leader in incontinence
care products in Asia,
excluding Japan. The
acquisition would also
strengthen SCA´s market position and geo-
graphical reach within baby diapers in Asia.”
Everbeauty is a leading Asian personal care
products company with sales in China, Taiwan
and Southeast Asia. The company produces
and markets baby diapers and incontinence
care products with strong brands such as Dr P
for incontinence care products and Sealer for
baby diapers.
Within incontinence care products, the
company holds the No. 2 position in China and
the No. 1 position in Taiwan. In
baby diapers, the company is No.
5 in China and Taiwan. Everbeauty had sales of SEK 1.6 billion in
2010 (USD 240 million), and it has
around 900 employees.
This proposal is subject to
Everbeauty’s being privatized
under Taiwanese law. Completion
of the transaction, which remains
subject to approvals and clearances by relevant authorities in
Taiwan, is expected to take place
in the summer of 2012.
25 percent
...is SCA’s global
market share in
incontinence care.
Sustainable activities
attract Chinese media
JOURNALISTS FROM China’s Shanghai Morning
Post newspaper and Star Young TV channel
visited SCA in 2011 to see how sustainability is
part of the company’s everyday life.
The journalists were taken to SCA’s roots
in the forests of Sweden to experience the
focus on renewable energy and to see how
SCA plants three trees for each tree it harvests.
At SCA’s head office in Stockholm, they saw
smart solutions such as solar panels, recycling
facilities and sit-stand tables. The trip resulted
in a two-hour TV broadcast in China.
JANUARY
SCA SELLS
PACKAGING
SCA sells its packaging
operations to DS Smith,
the UK-based producer of
recycled packaging. The
purchase price amounts to
1.7 billion euros on a debtfree basis. The transaction
does not include the two
kraftliner mills in Sweden.
Read more about the
transaction on pages
24-25.
JANUARY
JOINT VENTURE IS
COMPLETED
SCA completes a joint
venture in Australasia. The
venture is formed through
the sale of 50 percent
of SCA’s operations in
Australasia to Australianbased Pacific Equity
Partners.
DECEMBER 2011
INVESTS IN
KRAFTLINER
SCA decides to invest
a total of 540 million
kronor (61 million euros)
to strengthen kraftliner
production in Munksund,
Piteå, Sweden. The aim
is to upgrade the paper
machine and refurbish the
soda-recovery boiler.
SCA SHAPE 12012 5
FOCUS: GREEN GROWTH
Can growth
be green?
6 SCA SHAPE 12012
Around the world, innovators and
organizations are looking for a new
hook that will convince companies
that sustainability can boost the
bottom line.
TEX T NANCY PICK PHOTOS CAMILL A LINDQVIST ST YLIST
CATTIS ARONSSON MODELS HERMAN, RUTH AND LEA
SCA SHAPE 12012 7
FOCUS: GREEN GROWTH
The world is seeing more and more
sustainability success stories,
such as Nike’s eco-rubber shoes.
I
Clorox’s line of green cleaning
products is an example of how
sustainability can be good for
business.
Patagonia, the environmentally progressive clothing company, encourages
customers to sell their secondhand
clothing through a portal on eBay.
“Even today, relatively few companies see
sustainability as a way to grow.”
N THE OLD DAYS, economic growth was
always considered good, regardless of associated costs. Now many people aren’t
so sure. They’re searching for ways to
decouple, a newly minted word that means
expanding the economy without increasing pressure on the environment.
Simply put, decoupling requires new approaches. The innovations needed by society go beyond
eco-friendly products. They also involve creating
new strategies for changing people’s mindsets,
from working collaboratively to rewarding green
behavior through “game-ification.”
Incentives are key. For most companies, “the
idea of reducing their carbon footprint is not very
motivating,” says Ram Nidumolu, CEO of InnovaStrat, a firm in Santa Cruz, California, that helps
companies design sustainability strategies. “You
need a different hook, such as reducing waste or
reducing costs.”
In part, his work involves getting businesses to
understand how sustainability can drive innovation and increase profits. Even today, he notes,
“relatively few companies see sustainability as a
way to grow.” And yet the world is seeing more and
more sustainability success stories, from Clorox’s
line of Green Works cleaning products to Nike’s
eco-rubber shoes.
To make those kinds of leaps, Nidumolu says,
companies need to make sustainability an integral
part of their business plan. Ideally, the company’s
8 SCA SHAPE 12012
CEO or vice president for strategy needs to push
the eco-agenda. Otherwise, too many sustainability initiatives get lost in the general crush of
projects.
What about the traditional dog-eat-dog way of
doing business? When it comes to the environment, is collaboration better than competition?
“Actually, you need both,” says Randall Krantz,
director of the Sustainability Initiative for the
World Economic Forum, the Geneva-based international organization dedicated to improving the
world. “Businesses might need to collaborate on
standards of transparency for, say, carbon emissions. Once you have standards in place, then
competition can lead to the best prices and the best
solutions. But if you compete too early, you don’t
have a level playing field.”
ONE CHALLENGE, KRANTZ SAYS, is finding the right
boundary between collaboration and competition.
When he’s working with global beverage manufacturers, for example, “you can barely get them
in the same room, because they’re competing so
fiercely for consumers. Yet they’ll agree to attend
a meeting about water conservation, because they
understand that the issue requires industry-wide
collaboration. Once they leave that room, they’re
back to competing again.”
At the moment, Krantz is seeing the rise of innovative collaborations that straddle production
and consumption, such as eBay teaming up with
WHY NOT REWARD PEOPLE NOT JUST
FOR THEIR CONSUMPTION BEHAVIOR,
BUT FOR BEHAVIORS PROMOTING
SUSTAINABILITY?
FOUR GREEN
INNOVATION
CONTESTS
$ The Dow Sustainabil-
ity Innovation Student
Challenge awards annual
prizes to students at eight
universities around the
world, from Chicago to
Saudi Arabia.
$ Harvard University in the
fall of 2011 launched a
year-long “Sustainability
Innovation Challenge”
to support students
working on solutions to
environmental problems.
$ Lufthansa Cargo held a
public contest in late 2011
for “green solutions”
that could reduce the
company’s environmental impact.
$ The Globe Sustainability Innovation Award,
presented each May in
Stockholm, honors ideas
that bring long-term
economic, ecological
and ethical benefits.
“Patagonia wants to
encourage people
to buy less new stuff
if they don’t need it.”
Patagonia, the environmentally progressive clothing company. Under the initiative, Patagonia is
encouraging its customers to sell their secondhand
clothing through a Patagonia portal on eBay. “For
eBay, sometimes called the world’s largest recycler,
this is all about economics. People have economic
value sitting in an attic or a cupboard, and they can
put it to use.”
ANOTHER INNOVATIVE APPROACH uses a different
kind of incentive. “More and more in the digital
age, there’s a whole new game-ification,” says
Krantz. “Companies used to think they had to
give people tangible rewards. Nowadays it’s often
enough to give people points, so they compete for a
certain status. I think this will become more mainstream in terms of motivating the consumer.”
Recently, the green tech company Recyclebank
launched a partnership with the city of London,
offering rewards for staying out of your car. A
smartphone app tracks your location and your
speed. You get points for walking or riding a bike
rather than driving in London’s congested center.
The idea, says Krantz, is that cities and companies
“can reward people not just for their consumption
behavior, but for all sorts of behaviors related to
sustainability.”
10 SCA SHAPE 12012
FOCUS: GREEN GROWTH
A VISION OF THINGS TO COME
Thinner: Pads that
use less material but
absorb more.
Reusable: Parts of
hygiene products that
can be repurposed
before being tossed.
Fluffier: Tissue that
weighs less but is more
absorbent.
Lighter: Packaging
that uses less mate-
rial without sacrificing
protection.
Biodegradable:
Fibrebased padding
that replaces plastic
packaging.
Multipurpose:
Shipping boxes that
are printed for retail
display, eliminating
a layer of packaging.
Turning the world
upside down:
Innovation
meets
sustainability
Less is more. Empty is full.
Disposable is reusable. No, this isn’t
doublethink. It’s the future – and the
vision of SCA’s innovation gurus, who
ponder approaches to making business more sustainable, sometimes in
radical ways. A world in which even
dirty diapers could be used again.
T
HESE EXPERTS don’t see sustainability in terms of a single eco-friendly
box or feminine pad. Instead, they
see the big picture, in terms of society and human nature itself.
“I think, and many agree with
me, that sustainability will be the prime driver of
innovation for many years to come,” says Bengt
Järrehult, SCA’s fellow scientist in innovation.
There’s only one problem, he says: “We human
beings are genetically wired to overemphasize the
importance of short-term problems and goals.”
Furthermore, the right side of the human brain
loves instant gratification. Very often, Järrehult
says, entire cultures are built on rewarding shortterm gains. Studies show that typical American
youths’ dream of becoming corporate managers and making their first million dollars — “and
if you think Americans are materialistic, look at
the Chinese. The same studies show that they are
Americans squared.”
SCA SHAPE 12012 11
FOCUS: GREEN GROWTH
PONTUS JOHANSSON
BENGT JÄRREHULT
SCA’s fellow scientist
in innovation.
If we truly want sustainability, he says, “we have
to replace most of these status symbols and dreams
with other ways of doing things.”
SO MUCH FOR THE BIG PICTURE. Looking more
specifically at hygiene products, Järrehult again
sees old ideas turned upside down.
“Hygiene for us has meant that we use things
once and then throw them away,” he says. “We
have traditionally built our business model on that
mindset, but we have to revisit that.”
Around the world, researchers have started
looking at ways to use waste as a raw material.
Even soiled diapers can be dried, decontaminated
and sold as fuel. Used hand towels could provide
excellent raw material for new ones, although in
many countries this kind of recycling will require
changes in health regulations.
Smaller, lighter, airier products can also reduce
SCA’s environmental impact. “If we can reduce
material in a product, we also greatly reduce its
carbon footprint,” says Järrehult. The new, thinner
TENA incontinence pads absorb better than the
old, thicker ones. They carry a challenge, however:
“People may not believe us. It’s hard to convince
people that although you use less material, you get
better performance.”
Unfortunately, when it comes to human nature,
change rarely comes easily, Järrehult says — which
makes his work all the more interesting.
12 SCA SHAPE 12012
Ready
Set
Invent
For three long days, they remained
locked inside. When at last they
emerged into sunlight, the 12 prisoners of the Scandic conference center
looked bleary-eyed but triumphant.
F
“The ‘72-Hour Race to Innovation’
came up with 18 new ideas, all
with practical potential.”
UELED BY HEAPS OF chocolates and
countless cups of coffee, the teams
competing in the “72-Hour Race to
Innovation” had surpassed all expectations. They’d come up with 18 new
projects for SCA’s Ortviken paper
mill in central Sweden — not mere pie-in-the-sky
ideas but concepts with practical potential and
even preliminary designs.
“We were euphoric,” said Kristina Enander,
manager of the mill, who helped organize the
event. “But if the race had lasted longer than 72
hours, people would have gone crazy. You are completely exhausted afterwards.”
SCA SHAPE 12012 13
FOCUS: GREEN GROWTH
A CULTURE OF
INNOVATION
“We had energy for weeks
after this.”
Ortviken ranks as the sixth-largest publication
paper mill in the world. “We remain convinced,
however, that we have a life beyond publication
paper,” Enander said, “perhaps in composites,
bioplastics, packaging papers or liquid biofuels.”
The idea for the race came from Kaj Mickos,
professor of innovation technology at Mälardalen University in Sweden. Mickos, who holds
31 patents, had lectured to SCA’s Forest Products
management team in May 2011, introducing his
72-hour concept during his talk. Just a few months
later, in mid-September, SCA’s own race was off
and running.
Inside their conference rooms near Ortviken,
the two teams of six brainstormed furiously about
new ways to use SCA’s virgin wood fiber. But that
wasn’t the only key to the race’s success. Equally
critical was the adjacent “back office,” where some
two dozen experts stood at the ready — engineers,
R&D specialists, and patent lawyers.
AS TEAM MEMBERS came up with ideas, they would
rush to the back office room with questions. “What
is the market for this product?” “Can you build a
machine that does X, Y or Z?” The experts helped
to keep the ideas grounded and realistic.
In addition, Professor Mickos brought along
designers, who illustrated the new ideas as they
emerged. The designers then created posters for
the 18 best innovations, which were exhibited at
the mill afterward to enthusiastic invitees.
“When we were all sitting in the same room, the
innovation process went very quickly,” Enander
says. “We got more work accomplished than we
normally do over a long period.”
For its teams, SCA chose 12 company employees
out of more than 40 applicants from its various locations in Sweden. By holding the race, SCA hoped
not only to generate new ideas, but also to test the
72-hour innovation concept itself. “We had energy
for weeks after this,” Enander says. “The race was
a real kick for us, and I really recommend it.”
As for the 18 new ideas? They’re so good that, at
least for now, SCA is keeping them top secret.
14 SCA SHAPE 12012
72-HOUR
RACE TO
INNOVATION
Location: Scandic
Sundsvall Conference Center,
Sweden.
Drinks consumed: Coffee,
tea, milk, water. No
alcohol allowed.
Sleep: Very little.
Spirit: Mildly competitive. The two
six-member teams
contributed equally
CAN PURSUING BOTH socially responsible
corporate goals and profitability produce
innovation? Through the inauguration of its
Innovation centre in Shanghai, China, in May
2011, SCA believes it can. The centre is a
result of the company’s desire to expand into
the Chinese market with helpful products
that address the needs of a country that,
with a population of 1.3 billion people, is vast
and diverse.
The Innovation centre will collect consumer insights in China and try to turn them into
innovative products tailored to the Chinese
market, but also marketable in developing
countries and more mature markets.
The centre’s first product innovation, the
TENA Belt, was developed in seven months
and launched in July 2011. This incontinence
pad has a separate belt which makes application very easy, saving time and energy
for caregivers. The TENA Belt will soon be
launched in other countries.
Currently, SCA offers four brands of hygiene products in China: TENA, Tempo, Tork
and Libero. Initially, the Innovation centre will
focus on the TENA brand’s incontinencecare products and solutions, an area in
which SCA is the world leader with a 25 percent global market share.
to the outcome.
TENA belt
This is a TENA Lady
advertisement for
the Estonian market.
10 QUESTIONS
Overhauling
hygıene
16 SCA SHAPE 12012
Mats Berencreutz
Family: Wife Cathrin and
children Philip, 27; Anna, 26;
and Victor, 20.
Lives: In Mölndal, outside
Gothenburg, Sweden.
Education: Master of
Science from Luleå
University of Technology.
Hobbies: Over the years
I’ve sailed a great deal;
now it’s motorboats. Also
skiing and golfing when the
spirit moves me. We lived
in Munich for eight years,
with the Alps just a few
hours away, and in our first
years there we skied every
weekend.
On his nightstand:
Vi Båtägare (“We Boat Owners”) as well as Swedish
detective novels, including
ones by Henning Mankell,
Camilla Läckberg and Stieg
Larsson. “Since I’ve lived
abroad for most of my career,
it’s a bit like candy getting to
read books in Swedish.”
After having worked abroad for SCA
in Europe and the US for much of the
past 25 years, Mats Berencreutz has
been called back to Sweden to lead
one of the largest reorganizations in
the history of the company – and he’s
doing it at breakneck speed.
TEX T PER ÖQVIST PHOTO THRON ULLBERG
I
n addition to being the executive
vice president of SCA, you’re the
chief operating officer for hygiene.
You’re now carrying out a major
reorganization of global hygiene
operations. What does that entail?
“Increasing our efficiency, market presence and growth. That involves four clear
moves. We’re focusing on our ‘billion-euro
brands,’ TENA and Tork. We’re focusing on
the consumer market and growth markets
outside Europe, and we’re also investing in
two global units – one for brand development
and customer offerings, including innovation, which has been given greater weight
than previously, and a new global unit for
synergies in production and sourcing, which
also includes the selection and development
of technology.”
What’s the greatest challenge?
“Improving profitability in the hygiene
operations. We’ve compared ourselves with
SCA SHAPE 12012 17
10 QUESTIONS
CAREER
IN BRIEF
$ Machinery designer at Mölnlycke,
a wholly owned subsidiary of SCA,
1981-1985.
$ Chief engineer, chief technology officer and other positions at
Mölnlycke Health Care Sweden,
1985–1993, with 400 employees in
Sweden, Norway and France.
$ Technology director at Scott
Health Care in the US, 50 percent owned by SCA/Mölnlycke,
1993–1996.
$ Plant director at Dunstable, Britain,
1996–1998. Increased productivity
by 30 percent in two years.
$ Vice President of Inco Manufactur-
“You can
wait a
year to
buy a
new car,
but not
toilet
paper.”
other companies in fast-moving consumer goods
(FMCG). We found that we have too many levels
of management, and we also discovered similar
activities in several places in the organization.
Furthermore, we’re too slow if we truly mean to
be a leading hygiene company. Our reorganization cannot just be about creating new boxes with
new names. Roles and responsibility for decisions
are currently being clarified. We’re looking for
smarter set-ups while working processes are being
better defined, which makes us considerably faster. We’re reviewing our entire value chain, from
innovations and new product launches to investments. We’ll be finished by the end of March 2012,
which is incredibly fast considering some 24,000
people are affected.”
How is SCA affected by the global debt crisis?
“You can wait a year to buy a new car, but not
toilet paper. The competition has become tougher;
18 SCA SHAPE 12012
ing, Sweden, 1998–1999. Introduced
a new way of measuring efficiency.
$ Vice President, Heavy Inco, Sweden
1999–2001.
$ President for Inco North America
2001–2003, with 300 million dollars
in revenue. Introduced incontinence
products in the North American consumer market.
$ Chief Technology Officer for SCA
Personal Care, based in Germany,
2003-2006 .
$ President for Tissue Europe, based in
Germany, 2006–2011
$ Executive Vice President and COO
for the hygiene business globally,
SCA Group 2011-
people often choose low-price alternatives. But
there’s also room for what’s best. We’re not always
the cheapest, but our customers get the most for
their money with our different smart solutions,
which we’ve seen evidence of during the financial
crisis. Take Tork, our tissue brand for Away From
Home customers such as manufacturers, hotels
and public lavatories. In 2009 and 2010, the total
market shrank due to the financial crisis. We grew.”
What are your immediate plans?
“Getting the new organization set up without
customers noticing anything other than being
even better. We’re putting considerable effort into
not upsetting our relations with customers. We’ve
also submitted a binding offer of 1.32 billion euros
for Georgia-Pacific’s European tissue operations
and are working with the European Commission
and union representatives to have everything done
by summer. If the deal goes through, SCA will be
the second largest in tissue in the world.”
What changes in consumer lifestyle are
most important?
“Population growth. Half the people on earth
live in the BRIC countries [Brazil, Russia, India
and China], and GDP is on the rise globally, which
leads to a growing middle class that wants our
products. Another trend is increasing urbanization, which drives consumption of our products.
An aging population that is at the same time
increasingly active favours our incontinence operations. Sustainability is an increasingly important
lifestyle factor. Young people growing up today
This man not only knows how to run
SCA’s hygiene business, he also knows
how to folk dance.
will never buy products from companies that compromise on the environment or social responsibility, nor will they work for those kinds of companies.
We have a long-term commitment on sustainability and have earned many awards and recognitions,
which our customers appreciate. In fact, that can
determine whether or not we get an order.”
You’ve worked at SCA for about 30 years.
Why so long?
“I’ve had a lot of fun on the job every week. SCA
is a great company that let its employees grow.
I’ve worked with everything from machinery and
product development to marketing and sales.
Employees here have latitude to take initiative. I
also have a wonderful family who’ve supported
me. It’s not always easy moving around the world
with new schools, new friends, new housing and
“Three
things that
are missing: my hair,
my beard
and my
glasses.”
Mats Berencreutz
new languages, especially not for children. When
we arrived in the US in 1993, they knew only a few
words of English. Today they speak like natives.”
Do you have any anecdotes from your years
abroad?
“My strongest drive, both as a manager and as
a father, is to see others develop. I was the plant
director in England, where efficiency had been
at a standstill for seven years. Reconfiguring a
machine between two products took nine hours,
more than a full shift. There was considerable
waste. When I got to know the people running the
machines, I challenged them to do it in an hour,
with marginal waste. No one thought it was possible, but with a little support they got the time down
to two hours. Waste was reduced by 75 percent.
When I said we should celebrate, they said no. ‘You
said an hour, and we’ll do that,’ which they did.”
Do you ever dream of working at a company
like Apple or DreamWorks?
“I didn’t dream about diapers, sanitary pads
and toilet paper at university in Luleå, but over the
years I’ve gotten a better understanding of the way
things are. What’s meaningful is being part of a
team, working toward a common goal and having
fun together – the contact with colleagues, fun
trips and exciting projects. The industry doesn’t
matter as much. When I was young, I took photos
and dreamed of working at Hasselblad. I even got
in touch with them. But it turned out to be SCA,
something I’ve never regretted.”
Do you have a secret talent?
“I started to folk dance when I was 17 or 18.
After a few years I became head of the Luleå
Folk Dancing Team. We competed and once
placed ninth out of 28 teams in the world cup in
folk dance in England in 1974. I was involved in
starting Gammelstads Spelmansstämma, a folk
dance festival in Luleå, and was also in charge of
Midsummer celebrations in Luleå. We arranged
alternative Christmas celebrations for the homeless, which felt meaningful.”
What do you see when you look at yourself
in the mirror?
“Three things that are missing: my hair, my
beard and my glasses. This past summer I had surgery on my eyes, and now I see perfectly. Five years
ago I got rid of my beard, which I’d had since I was
18. I was snorkeling in Thailand and water leaked
into the mask through my moustache. The hair
disappeared on its own over the years. Shaving off
the little that was left was the best thing I’ve done.
Pretty hygienic too.”
SCA SHAPE 12012 19
MARKET
THE NAPKIN
makes a difference
Many fast-food restaurants are moving toward
greener packaging and paper products. With the
right napkin, Dairy Queen not only saves the
environment but saves money too.
TEX T NANCY PICK PHOTO GETT Y IMAGES, SCA
I
N THE OLD DAYS, the parking lots near
Mark Cowles’s Dairy Queen restaurants
were littered with napkins. “People
didn’t use trash barrels, and we saw the
consequences,” says Cowles, who has
been in the Dairy Queen business for 17 years,
offering such classic fast-food fare as burgers,
fried chicken and soft-serve ice cream.
Nine years ago he switched to one-at-a-time
dispensers, and with the introduction of SCA’s
Tork Xpressnap system his napkin litter problem disappeared.
Even better, changing to Xpressnap drastically reduced napkin consumption. At Cowles’s
mall location in Springfield, Massachusetts,
customers from other fast-food restaurants
would walk by and grab his napkins by the
handful. “We used to go through a ton of napkins at the mall,” Cowles said. With Xpressnap,
that doesn’t happen anymore.
Back in 2003, Cowles served as chairper20 SCA SHAPE 12012
son of Dairy Queen’s national supply chain
advisory group. After studying the wasteful
practices associated with old-fashioned napkin
dispensers, Cowles recommended that the Tork
Xpressnap system be adopted franchise-wide.
And it was.
MANY FAST-FOOD franchises are moving toward
greener packaging and paper products along
with eco-conscious lines. (Already 100 percent
recycled, SCA’s Xpressnap napkins are the first
in the US to be certified compostable as well.)
So far, Mark Cowles hasn’t heard many environmental or health concerns from his Dairy
Queen customers, who live in a traditional
enclave of Massachusetts. Still, he says, “going
green is an issue that’s coming here soon.” And
when that happens, his customers may smile to
see that their Xpressnap napkins are not only
good for wiping off ice-cream mustaches, but
very green indeed.
FEATURE
MARKET
We used to go through a
ton of napkins at the mall.
FAST FOOD
TRENDS
Greener and healthier seem to be the
trends among fast food restaurants in
North America.
Pick one – at a time.
Xpressnap gets snazzier
When SCA’s Tork Xpressnap system came out in 2003, it revolutionized the North American napkin
industry. The dispensers allowed
people to take only one napkin at a
time, reducing both cost and waste.
Goodbye napkin hogging.
“We could guarantee at least a
25 percent savings in consumption,” says John Drengler, vice
president of product and marketing
for SCA. Contrary to fears that SCA
might cut into its own business by
selling fewer napkins, he says, “the
system took off like a rocket.”
This year, SCA is launching its
new Tork Xpressnap Signature
Family line with increased customization and design options,
including:
$ Trendy colors like licorice and
raspberry.
$ Customization to match
restaurant logos or even
school colors.
$ Enhanced promotional options.
$ Sleeker designs with improved
functionality.
Healthy food is a hot topic. In an effort to meet
growing concern about obesity, especially
in children, McDonald’s has downsized the
servings of french fries in its Happy Meals
and started to include apples in every box.
Pressure will increase in 2012, when American restaurant chains will be required to post
calorie counts for all items on their menus as
a matter of federal law.
Other trends in eating out have been
observed by David Rizley, vice president of
sales, strategic accounts, for SCA’s North
American Away From Home tissue business.
With the economic downturn, he says,
casual sit-down restaurants have taken
the biggest hits.
Meanwhile, the Chipotle’s Mexican chain
continues to expand, offering quick-service
meals while emphasizing freshness. “Chipotle’s fits into the whole farm-to-market
movement, which supports locally grown and
organically grown foods,” Rizley says.
Another important shift involves the decline of shopping malls and the restaurants
within them. Over the past five years, only two
new enclosed malls have been built in North
America, and “most malls are dying,” says
Mark Cowles, a Dairy Queen franchiser.
The fast food chain Dairy Queen now have less
problems with littering.
SCA SHAPE 12012 21
MARKET
A simple
safeguard
for tourists
TEX T SUSANNA LINDGREN
PHOTOS GETT Y IMAGES
Don’t worry about snakebites and poisonous
spiders. It’s more common to have a holiday
ruined by invisible germs
that attack our stomachs.
The best line of defense
is clean hands.
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W
HAT MANY OF us fear most
when traveling to distant
countries is having our
holiday spoiled by an upset
stomach. Travelers’ diarrhea is the most
common illness when going abroad.
Every bit of travelling involves some
risk taking, and for most of us exploring
new types of food is an important part of
traveling. This means it’s foolish to be too
restrictive about what you eat or do, says
Per Hedman, head of the infection unit at
Stockholm South General Hospital.
But there are ways to raise the odds
of staying healthy. Besides making sure
that your vaccinations against hepatitis
A and B are up to date, maintaining
22 SCA SHAPE 12012
good hygiene helps you avoid a lot of
trouble, he says.
“It’s my conviction that clean hands
prevent infections from spreading,”
Hedman says. “Imagine everything you
touch when you go out for a day — things,
people, money. As there isn’t always
access to soap and water, it’s practical
to bring pocket-sized alcohol-based
sanitizers to use before a meal or after a
visit to the toilet.”
But there are legions of viruses,
bacteria and parasites. Can we really
avoid them just by being careful?
“You might not think about it, but
your fingertips are everywhere, on your
lips, in your ear, rubbing your eyes and
sometimes even in your nose,” Hedman
says. “Through all these openings,
bacteria and viruses can enter your
body and spread infections in both your
intestinal and respiratory systems.
Clean hands prevent a lot of germs from
spreading.”
Regardless of where we come from,
we are all sensitive to changes in our
bacterial flora.
But it’s more common that tourists
from the industrialized world get sick
when they visit India rather than the
other way around, as hygiene tends
to be better in countries like Western
Europe and the US where standards are
regulated, he says.
We care about your community,
And those who might’ve had a loss.
Which is why we’re proudly partners of,
New Zealand’s own Red Cross.
Yep, caring’s a great feeling,
A simple thing we do.
So just choose Purex and show,
You care about caring too.
NEW ZEALAND
RED CROSS
purex.co.nz
Care that makes a difference
MARKET
SCA sells
Packaging
24 SCA SHAPE 12012
The sale will enable
increased growth in the
hygiene business.
SCA is selling its packaging operations,
excluding its two kraftliner mills in Sweden,
to UK packaging company DS Smith for
1.7 billion euros on a debt-free basis.
TEX T GÖRAN LIND PHOTO ISTOCKPHOTO, SCA
T
HIS IS THE BIGGEST deal in the history of
SCA and is in line with our strategy,” says
Jan Johansson, SCA’s president and CEO.
The purchase price of 1.7 billion euros is equivalent to an EBITDA multiple
of 6.3 based on the 12-month period from the fourth
quarter of 2010 through the third quarter of 2011.
The transaction is subject to antitrust clearance
from the European Commission.
“DS Smith will be acquiring an excellent business with talented people. Over the years we have
developed our packaging business, and we are
divesting a competitive operation to an industrial
buyer who can continue to develop it,” Johansson
told at a press conference. “The price represents a
premium of 35 percent compared to the average of
other packaging companies in Europe.”
The packaging operations have accounted for
a quarter of the SCA’s total revenue and had net
sales in 2010 of about 2.5 billion euros, excluding the two kraftliner mills. The mills are not
included in the deal since they are well integrated
with SCA’s forest products’ operations. Operating
profit, excluding restructuring costs, was about
117 million euros. The operations have about
12,000 employees.
The transaction enables SCA to increase growth
in the hygiene businesses.
“We have a strong balance sheet that gives us
the flexibility to make acquisitions or accelerate
organic growth,” Johansson said.
THE STOCK MARKET reacted positively to the deal
Jan Johansson, CEO.
and the share price rose close to 10 precent during
the announcement day.
“With this, hygiene products will account for 80
percent,” Cheuvreux analyst Mikael Jåfs told Reuters. “It’s reasonable for SCA to be valued higher
since consumer products are overall valued higher
than the bulk businesses.”
This is SCA’s second major deal in two months.
In November 2011 it made a binding offer for Georgia-Pacific’s European tissue operations.
“Together, these two transactions will entail
major synergies, lower sensitivity to economic
swings and gradually higher earnings per share,”
Johansson says.
DS Smith has also made a formal offer to acquire
SCA’s French packaging operations that will be
treated separately.
Closing of the packaging divestment is expected
during the second quarter of 2012.
SCA SHAPE 12012 25
We are raising the bar!
In recognition of the importance of sustainability
excellence for the success of our business we are
raising the bar with a number of new sustainability
ambitions and targets.
Read more on how we create value for people
and nature on www.sca.com/sustainability
www.sca.com
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TECHNOLOGY
TEXT SUSANNA LINDGREN
ELECTRON MICROGRAPHS SCA
ILLUSTRATION KJELL THORSSON
Super absorbents
can absorb many
hundred times their own
weight in pure water and
retain the liquid in their
polymer network.
Thinner is the
FUTURE
Disposable hygiene protection products,
such as diapers or sanitary pads, are
continuously getting thinner, more userfriendly and more efficient. Through
smart design, SCA has optimized the
combination of materials in a way
that improves both function and environmental performance.
SCA HAS PRODUCED feminine protection since the
1940s and diapers for nearly as long. The products
we use today look nothing like the first pads made
purely from cellulose tissue. In all areas of hygiene
protection, from panty liners to incontinence care,
the products have continuously become slimmer and
more user-friendly. Through material innovation and
product design, a modern sanitary pad or diaper can
absorb several times its own weight in body fluid. One
of the secrets behind modern, light and thin hygiene
protection is superabsorbents. Charlotta Hanson,
senior scientist in absorption modeling at SCA,
explains how it works.
SCA SHAPE 12012 27
TECHNOLOGY
A superabsorbent is commonly made from crosslinked, partially neutralized polyacrylic acid that
swells when it gets wet. When it’s dry it takes up
very little volume. When it gets wet it expands as it
absorbs the fluids. It’s as simple as that, she says.
The more she explains, the more obvious it becomes that it isn’t really that simple, as the quality
of the performance and the reliability of the product lie in the combination of superabsorbent and
pulp. For a protection product to work satisfactorily
it is essential that body fluids are absorbed, quickly
distributed and securely stored in the pad or diaper, leaving the skin dry and healthy.
WHILE A DIAPER FROM THE 1950S could absorb and
spread any body fluid quickly, it could not hold the
fluids the same way a modern diaper can. In itself,
a pulp fibre can only absorb about its own weight in
liquid. Even if one gramme of a pulp fiber network
could technically hold 10 grams of fluids in its porous structure, most of it would get squeezed out if
exposed to pressure.
A neutralized polyacrylic acid superabsorbent,
on the other hand, can absorb several hundred
times its own weight in pure water. Body fluids,
though, contain ions that reduce the absorption. A
typical superabsorbent used in a diaper can absorb
some 30 times its own weight in body fluid and hold
it safely, even under pressure. When wet, the superabsorbent gets the consistency of a gel. In disposable hygiene protection, a porous network of pulp
fibres is mixed with powdered superabsorbents,
For a
protection
product
to work
satisfactorily
it is essential
that body
fluids are
absorbed and
distributed
quickly and
securely
stored in the
pad or diaper,
leaving the
skin dry and
healthy.
which leaves a drier feeling than pure pulp.
A superabsorbent doesn’t have the same capability to rapidly acquire and distribute the fluids as a
porous pulp fibre network can, and this is why the
combination of both is important. This combination, together with a sophisticated system for
keeping the surface dry, gives a very comfortable
feeling, Hanson says.
DEVELOPMENTS IN PERSONAL hygiene care may
be most visible between the generations using the
earliest products and their children, but improvements in comfort, shape and efficiency are constantly emerging.
Superabsorbents are getting more and more efficient, and future products may well get even thinner. The aim is to use less material as that means
less use of resources, Hanson says.
Since the 1990s, SCA has used Life Cycle Assessment to show the environmental impact of a product throughout its entire life cycle. The assessment
shows why and how reducing resources and selecting environmentally sound solutions are better for
the environment.
You can’t just look at the material used in the
product, says Susan Iliefski-Janols, director of environment and product safety at SCA. It’s important to look at the total use of raw materials, energy
and other resources during production, she says.
Converting from oil and coal to gas or sustainable
energy sources improves the environmental impact considerably.
THE HISTORY OF FEMININE CARE
The first Libresse
disposable
towel is produced
and marketed
under the name
Mimosept.
A net holds the
pulp core in place.
1940
28 SCA SHAPE 12012
The towel can
now be attached
directly to the
panty. The SCA
invention of an
adhesive strip of
foam rubber holds
the towel in place.
The towel gets a
super-dry surface.
1960
Libresse Anatomic
is introduced. It
is the first towel
with a pillow form,
shaped to fit the
female body.
1970
Single wrap is
introduced in the
1980´s and makes
it possible for
women to have
a towel on hand
wherever they are.
The first product
with wings is also
launched.
1980
New absorption technology
that makes the
3-mm-thick towel
a reality. Libresse
Invisible is born.
1990
Libresse
breakthroughs
include the
world’s first string
towel and Invisible
Goodnight, with
a unique design
that fits your body
and prevents
leakage at night.
A number of innovations have helped
women feel secure.
One such innovations is Securefit,
a Libresse feature
that molds the
pad to move with
your body and
stay in place for
ultimate anti-leak
protection.
2000
TODAY
FEATURE
SCIENCE
IN DISGUISE
Superabsorbents
are commonly made
from cross-linked,
partially neutralized
polyacrylic acid.
LCA helps
decrease
the carbon
footprint
Pulp fibres act together
with the super absorbents to rapidly acquire
and distribute fluids in
a diaper.
TOWELS – THREE TIMES THINNER IN 2012 THAN 1988
Libresse Night towels
The thinnest
Libresse towels
Actual thickness!
6 mm
17 mm
8.5 mm
Libresse Maxi, 1988
Libresse Shaped, 2012
Libresse Ultra thin, 1988
3 mm
Libresse Shaped thin, 2012
Life Cycle Assessment, or LCA,
studies the environmental profile
associated with a
product throughout its entire
lifetime, from raw
material acquisition to production,
use and disposal.
Input of resources
and energy and
output of emission
to air and water
are calculated for
each activity in the
life cycle.
SCA has worked
with LCA since the
1990s as it helps
SCA to identify
areas for improvement in the whole
life cycle, such as
actively selecting
environmentally
sound suppliers,
using resources
efficiently in
production and
supporting the development of sustainable products
and services.
In Europe, Libero open diapers
decreased their
carbon footprint
by 47 percent from
1987 to 2011.
SCA SHAPE 12012 29
SHAPE UP
Healing forests
SPENDING TIME in the forest serves as
rehabilitation for people suffering from
chronic fatigue syndrome. That is the
finding of some research carried out at
the Swedish University of Agricultural
Sciences (SLU) in Umeå.
For a number of years, researchers at
SLU have studied how spending time
outdoors in environments like gardens
DID YOU KNOW THAT…
and forests can help people diagnosed
with stress-related illnesses recover
their mental and physical health. The
aim is to investigate whether recovery is attributable to the green setting
itself or whether it is the actual activity there that is important. Scientists
are also studying what types of forest
settings participants in the research
projects prefer.
The results show that spending time
in a forest has a positive impact on
study participants, who are happier,
calmer and more harmonious. It also
emerged that the participants preferred open and relatively light forests,
especially near water, to dark coniferous forests.
IF YOU USE A BROOM
OOM instead of water
hen cleaning the
from the hose when
garage drive way
y you’ll save approxiers of water a month.
mately 17 000 liters
Source: liveearth.org
h.org
Carving skills
GET T Y IMAGES
Hats, dogs and purses, beautifully pleated coats and dresses, a
full-size Ferrari F50 – the Italian
wood artist Livio De Marchi
carves his own world into
exis tence in wood.
www.liviodemarchi.com
False folk wisdom
Contemporary folk wisdom claims that food
dropped onto the floor or on the ground is OK to
eat as long as it’s picked up within five seconds.
Unfortunately, this “five-second rule” is false.
Bacteria need no time at all to contaminate food.
30 SCA SHAPE 12012
A planet of
old people
NOT MANY
ROADLESS AREAS
IN EUROPE
AREAS WITH NO ROADS are
THE WORLD POPULATION ageing is unprec-
ISTOCKPHOTO
edented, without parallel in human history.
The UN predicts that the number of elderly
persons is expected to exceed the number of
children for the first time in 2045 at a world level.
Since 1950, the proportion of elderly persons has
been rising steadily, passing from 8 per cent in
1950 to 11 per cent in 2009, and is expected to
reach 22 per cent in 2050.
BAD HAND HYGIENE KILLED PRESIDENT
IT IS NOW BELIEVED that the US president James Garfield was killed
by maltreatment from his doctors, not by the actual bullet fired by
the assassin Charles Guiteau in 1881. The president’s medical team
treated him with manure-stained hands, causing a severe infection
that killed him three months later.
EVERYONE CHECKS
OUT THE BATHROOM
$ Restaurant restrooms, along with
the bathrooms where people work,
top the list of public facilities that
people prefer to frequent. Among
those that people would rather
avoid are the ones on trains and airplanes as well as public restrooms
around town.
$ 87 percent make the association
that if a restaurant’s restroom is
dirty, so is the kitchen.
vital to the environment,
but in many European
countries, the closest road
is never more than about
a half a mile away. In
several countries, up to a
quarter of the land mass is
impacted by roads. That is
the finding of a study from
Mid Sweden University.
Large, continuous areas
are important for functioning ecosystems. “Areas
without roads are also
needed to handle the effects of climate change,”
says Bengt-Gunnar Jonsson, who worked on the
study. “These areas limit
extreme weather events
and protect against fire,
landslides and flooding.
They also make it easier
for plants and animals to
move to new areas when
the climate changes.”
Only a few areas are left
in Europe that still have no
roads, the study found.
Most of these lack legal
protection, unlike in the
United States, where road
construction is restricted
in large areas of public
lands.
Source:
Tork’s Toilet Barometer 2011
SCA SHAPE 12012 31
Dirty hands for
GREENER
CITIES
TEX T ANNA MCQUEEN PHOTOS SCA
A “Tree Pool ” for SCA employees
brightens up their communities
with a lasting gift.
2011 WAS THE International Year of Forests, and
SCA took an active role through its Tree Pool
program for employees across Europe to make
their communities greener.
The Tree Pool program, launched on June 2011,
helps people to plant trees in the cities and towns
where they live, providing their communities with
a piece of nature. Participation in the program has
been even greater than expected.
A wide variety of trees have been planted around
Europe in all kinds of locations, from kindergartens to sports clubs, community centers and
town centers.
“It’s a great vehicle for employees to engage with
32 SCA SHAPE 12012
local communities and spread the SCA sustainability message,” says Katrin Saternus, communications manager for tissue in Europe and
Tree Pool project leader.
“At SCA, we talk a lot about our sustainability
goals, but talking and doing are two very different things,” Saternus says. “The Tree Pool
brings the sustainability message to life and
shows that SCA isn’t just about work in the office
— it’s about getting our hands dirty too.”
As Katrin Saternus says, “This is a first step
toward bringing sustainability to life among
employees and it has truly inspired our staff who
have been waiting for an initiative like this.
The Tree
Pool Project
The program was
advertised to
SCA employees
through the intranet, at internal
events and on
flyers and posters. SCA provided
vouchers that
the participants
could trade for
seedlings that
they planted in
the chosen site.
On completion,
employees had
to provide a short
summary of their
project and supply photos for the
SCA intranet.
OUTLOOK
“Words can’t explain the beauty and
serenity provided by trees.”
Tomáš Híres
The Tree Pool Project is a way to show children the
importance of trees.
SLOVAKIA
A COMMUNITY EFFORT
Tomáš Híres is communications
coordinator in Gemerská Hôrka,
Slovakia. Tomáš helped plant trees
in a kindergarten near Gemerská
Hôrka, as well as in a grammar
school and in a neighboring village.
“We wanted to support people
who really need more trees and
where new trees can enhance the
environment and create a feeling
of beauty,” he says. “It was fun getting the children involved in the tree
planting. The Tree Pool project is a
great example of community efforts,
and it’s great to show children the
importance of trees to our future.”
“I think the Tree Pool is a great
idea to prove our commitment to the
environment,” he says. “It shows
SCA is turning its words into actions
and actively helping preserve our
resources also for future generations. We must do everything we
can to preserve the environment.
Words can’t explain the beauty and
serenity provided by trees.”
SCA SHAPE 12012 33
Documenting
the planting of
six oaks inspired
the SCA employees in Poland to
apply for more
seedlings.
POL AND
TEAM-BUILDING BENEFITS
THE TREE POOL PROJECT was par-
ticularly popular in Poland.
“Staff really responded to the idea
and chose places where a maximum
number of people could appreciate the trees,” says Aleksandra
Karpińska-Góralik, communication
coordinator Poland, based in Oława.
“Our efforts made two schoolyards, one park, one sports center
and one kids’ playground greener
places to be.”
Her motivation was clear. “Part
of my job is to present SCA to new
employees, and when I tell them
about our sustainability goals, I love
34 SCA SHAPE 12012
being able to confirm my words with
evidence,” she says. “I also really
like the idea that every employee can
participate and as such, reach out
to local communities and show their
pride at working for SCA. Moreover,
it says people aren’t just a workforce
but individuals who are respected
and supported by the company. Of
course it has great impact on SCA’s
local image, but I think the main
benefits are internal. All our planting ceremonies were accompanied
by barbecues and other entertainment. The team-building
benefits are clear.”
Kids love digging holes and getting dirty with soil.
OUTLOOK
FEATURE
GERMANY
PROJECT FOR HIS CHILDREN
RENE WOLF, key account manager
for institutions at SCA, based in
Mannheim, Germany, jumped at
the chance of participating in the
Tree Pool project.
He planted his tree in an area of
Dresden where a park will soon
be built. “I got involved for my kids
and their school classes — my son
is 12 and my daughter 7. I think
every child should know something about our responsibility for
the planet and the environment”,
he says.
“Everyone should get the chance
to plant a tree. I hope the kids will
remember this event their whole
lives. It’s primarily good for the environment but it also demonstrates
SCA’s commitment.”
“I think every
child should
know something about
our responsibility for
the planet.”
Rene Wolf
The tree planters
now know that it is
important to water
the seedling after
it was planted.
SCA SHAPE 12012 35
MARKET
ONE UNIT ENOUGH
FOR 350 HOMES
$ A wind power unit produces around
A wind power unit consists
of a turbine (with rotor
blades), an engine house
with a generator and the
actual tower.
7,000 MWh per year. That’s as much energy
as 350 homes consume in a year.
$ Wind turbines usually operate around
80 percent of the time. They normally start
up when wind speed is more than 5 knots
and are most efficient at a wind speed of 25
knots (about 28 mph). When it is blowing at
50 knots, that is, full storm, the turbine is
usually shut down in order to avoid damaging the machinery.
$ Electric energy cannot be stored but
must be used immediately when it has
been produced.
High towers are good
because there is more
wind the higher the
altitude. The new SCA
turbines will reach a
heigth of 220 meters.
A turbine usually has three blades. In larger turbines,
the blades can be up to 40-50 meters
long and weigh over nine tons each.
The surface area covered by the
blades is about as large as a football field.
The blades of the turbine can be tilted depending on
whether there is a lot or a little wind.
TEXT PER-ANDERS SJÖQVIST
PHOTOS ISTOCKPHOTO
POWER
ventures continue
After investments in wind power
together with partners, SCA has now
initiated its first wind power
venture on its own.
W
ITH THE EXPERIENCE gained from two
ongoing wind power joint ventures,
SCA is now initiating the permission
process for two windparks on its own.
“We plan to submit our environmental impact
assessment to the County Administrative Board in
June 2012 and expect to receive the permit in summer 2013,” says Henrik Karlsson, project coordinator at SCA Vind. “If all goes well, we can begin to
build the wind turbines in 2014 and put them into
operation in the fourth quarter of 2016.”
Wind speeds and turbulence are currently being
evaluated on site to optimize turbine placement.
“Our goal is to apply for a permit for turbines
with a total height of 220 meters, which is the
height of the rotor blade at the highest sweep
height,” Karlsson says.
SCA already had plans to build a total of 300
wind turbines together with the Norwegian
company Fred.Olsen Renewables in the community of Sollefteå, in northern Sweden. The area
has a potential annual wind power production of
about 2 TWh.
Another cooperation is the wind power project
with Norwegian Statkraft. In November, the Supreme Environment Court gave its final judgment,
stipulating the scope of SCA’s and Statkraft’s wind
power project.
“Briefly, it means we can build about 350
turbines, which is 110 fewer than the original
application for 460 wind turbines. Work is started
in the first two of these wind parks, comprising
63 wind turbines,” says Milan Kolar, president
of SCA Vind.
Sundsvall
SCA’s wind
powerplants
Read more at www.scavind.com
SCA SHAPE 12012 37
“I’ve come to realize that
interactive communication
with patients and their families is a miraculous cure.”
Miao Yuping
12with
HOURS
Miao Yuping
In China, an aging population poses a challenge to
a country that is known for its booming economy.
An SCA program helps by providing senior citizens
with professional family nursing and Miao Yuping
is one of the nurses.
TEX T LI YINGNI
PHOTO GAO ERQIANG
38 SCA SHAPE 12012
H
E ATE IT, SEE? A bowl of porridge!”
Miao tells Mrs. Yu, who is relieved
to hear the good news because her
husband refused to eat anything
the day before Miao came.
Miao Yuping, a senior family nurse practitioner
for SCA in Shanghai, today has two families to visit
along with her nursing colleague Wang Shunhua.
Their working routine, as outlined on an SCA
Family Care Evaluation Chart, includes checking
the progress of the client’s health, monitoring vital
signs and developing and discussing personalized
care plans with caregivers. Most of their patients
are senior citizens suffering from chronic health
problems such as paralysis, Parkinsonism, cardiovascular problems or diabetes.
Shanghai is facing the serious challenge of an
aging society – nearly a quarter of its inhabitants
are over 60 years old. But professional family nursing is still something new in this city. To
explore this emerging market, SCA has started a
new home-nursing program together with its new
TENA product launch in July 2011. This program
is the first one of its kind in SCA, and Shanghai
has been chosen as a pioneer. The program offers
TENA’s professional incontinence care guidance
and services to disabled elderly from 200 families
in Shanghai for 80 -100 renminbi (10-12 euros) per
hour. Ten registered nurses with years of practical
experience visit the families regularly to improve
the quality of these patients’ life and help caregivers meet the challenges in daily care.
MRS. YU HAD TO change nursemaids five times
in four months before she called the SCA Family
Nurse Hotline. Nursemaids represented by private
employment agencies generally come from the
countryside. In Yu’s case, three of them were illiterate and none had an enrolled nursing certificate.
“My daughter warned me that the SCA advertisement in the newspaper could be a trap,” Yu says.
“But now we’re really grateful for their professionalism and tender-heartedness.”
She was under stress, taking care of a patient on
her own and desperate for a listener. Then came the
SCA nurses, who are equipped with skills, knowledge and empathy. Chatting is one of the best ways
to establish support for patients and their relatives.
Miao shows concern and appreciates the relatives’
efforts in taking good care of the elderly. Meanwhile, the communication is a double win. Today,
Yu tells Miao that she has found a laxative at a reasonable price online. Miao writes down the name
of the medicine so that she can share the information with other clients.
DEPENDING ON THE client’s individual health
needs, SCA nurses also perform quality nursingcare procedures such as bedsore prevention and
management, blood glucose testing, oxygen inhalation therapy, incontinence care, medication
management and rehabilitation nursing. Most im-
12 HOURS
Today Miao has two families to visit along
with her nursing colleague Wang Shunhua.
Contact with the patients is the best cure, according to Miao.
Miao demonstrates a finger game to the
patient and his wife.
Miao shows Wang the treatment for pressure ulcers.
Miao Yuping
Job: Senior family nurse
practitioner
Age: 42
Lives: Shanghai, China
Family: Husband
Zhang Denglin, 46, a
mathematics teacher;
daughter Zhang Xiner,
18, a student of global
logistics.
Interests: Music, reading, gardening, crossstitch, painting, anything
concerning aesthetics.
Best thing about
this job:
Taking care of the elderly
has taken at least eight
years off her own age.
portantly, they provide advice and demonstrations
to the client and family members regarding disease
prevention and health promotion.
“We attended workshops and training courses
on health assessment, rehabilitation nursing
theory and psychology, among other things,” Miao
says. “Although I had 24 years of nursing experience in a public hospital, I’ve come to realize that
interactive communication with patients and their
families is a miraculous cure.” Miao plays a “signing the paper” game with 85-year-old Mr Chen,
who succeeds in writing down his own name and
his wife’s name correctly. For a patient like Chen,
Miao demonstrates a number of simple finger
games and clapping exercises, and she encourages
the family members to devote a little time to such
activities every day.
Along with the rehabilitation exercises, Miao
brings a little surprise to both families today –
pictures the elderly couples had taken with the
Business development director Gunnar Preifors
and Sweden’s minister for children and the elderly,
Maria Larsson. Pointing to one photo, she exclaims, “Grandpa, don’t you look handsome!”
SCA SHAPE 12012 39
SCA INSIDE
News from SCA
Bounce with Joy!
MORE THAN 100 families with young
children in Malaysia gathered on
November 19 to “Bounce with
Joy!” That was the name of a joint
event sponsored by Drypers and
the National Autism Society of
Malaysia (NASOM) to raise public
awareness about early detection
and proper education for autism.
Family involvement plays an
important role in helping children with autism reach their full
Sustainability
makes a difference
nce
SUSTAINABILITY IS IMPORTANT to
SCA’s customers, but it’s valued more
highly in some areas than others.
It ranks the highest in the forest
products, packaging and Americas
business units, and seems to be less
important to customers in Eastern
Europe.
These are some of the conclusions of a recent survey answered by
nearly 400 SCA employees with customer contacts in all of the business
units. The aim was to better understand how sustainability influences
40 SCA SHAPE 12012
customers
omers and affects the business.
The
e topics of greatest interest to
customers
omers are carbon dioxide emissionss and forest management,
ding FSC certification, folincluding
d by health and safety and
lowed
ply chain management.
supply
e survey found that
The
ainability is a clear
sustainability
ness differentiator
business
ore than 40 percentt
in more
of SCA’s
CA’s customer
ract negotiacontract
tions.
s.
potential. The event, held at the
gigantic MegaKidz play center in
Kuala Lumpur, featured face painting, balloon sculpting and a bouncy
castle.
Specially produced DrypersNASOM charity premiums, based
on art pieces that were drawn by
the children of NASOM, were sold
at the event to raise money for
furnishing of a Creative Center for
autistic children in Malaysia.
SCA INSIDE
PHOTOS SCA, ISTOCKPHOTO
New trees
FOR TUNISIA
CHECKED AND CLEARED
Demand for products deriving from responsible forest management is increasing. SCA
is one of the world’s largest suppliers of FSCcertified forest products.
Demand is also increasing for products
certified according to PEFC (Programme
for the Endorsement of Forest Certification
schemes). In order to meet this demand SCA
in 2011 had the management of its forest
resources certified according to PEFC. SCA’s
forests are FSC-certified since 1999.
The Östrand pulp mill and the Ortviken
paper mill have become Chain-of-Custody
certified according to PEFC and can offer
PEFC products along with FSC. Paper from
Laakirchen, Austria, and solid-wood products can also be offered both as FSC and
PEFC certified.
ONE BAD APPLE…
A DEVASTATING FIRE last summer
swept through the Cap Bon region
of Tunisia, situated on a scenic peninsula that juts out into the Mediter-
ranean Sea just east of the capital
Tunis. Now SCA’s joint venture Sancella Tunisia has helped the region to
recover by replanting 5,400 trees.
A GROUNDBREAKING EVENT
IN GERMANY, Kostheim has grown in recent
years into one of SCA’s biggest and most
modern production facilities. On December 9, mill manager Ulrich Beltz presided
over the groundbreaking ceremony for
the building that will house the new paper
machine PM5.
Fruits like apples naturally give off a lot of
ethylene, a gas that makes sensitive vegetables like broccoli go bad. Worldwide, the
effect of the gas on fresh produce leads to
huge amounts of wasted food.
SCA has developed ethylene-absorbing
cardboard packaging trays that are in the
prototype stage, but might just keep apples
in check—and apples aren’t the only culprits.
Bananas, pears, avocados and tomatoes
also produce significant amounts of ethylene.
Besides broccoli, their worst victims include
lettuce, cabbage and cauliflower, which are
particularly sensitive to the gas.
The prototype, called “fresh fruit +,” has
already won a coveted prize from the German
Packaging Awards (Deutscher Verpackungspreis). Ethylene-absorbing packaging might
also carry another advantage: the ability to
leave fruits and vegetables ripening longer in
the field. If you’re able to pick the fruits later,
they may contain more vitamins, and they’re
likely to taste better too.
SCA SHAPE 12012 41
SCA INSIDE
PRODUCT OF
THE YEAR – AGAIN
SCA has received the Product of the Year
award in Russia for the seventh year in a row for
its Zewa toilet paper. The primary focus during
2011 was shifting consumers’ preferences toward the premium Zewa Deluxe three-ply toilet
paper with the nationwide promotional campaign “For those who want more!”
SCA also won the award for the first time for
Zewa handkerchiefs, a relatively new product
for Russian consumers. Part of the recipe for
growth was to introduce ind ividual pack sales
of Zewa handkerchiefs.
The awards are given out by independent
ratings agency FMCG, based on data from
Nielsen and other research companies that
track product categories that are frequently
purchased at the retail chains.
Baby pants
for Malaysia
Demand for Drypers DryPantz in Southeast
Asia has been booming, so SCA Malaysia has
responded by installing an additional machine
to produce them. Drypers DryPantz is a premium pant diaper that is widely available in countries such as Malaysia, Singapore, Thailand and
the Philippines.
Clean hands for
healthy children
THE TORK HYGIENE program Clean
Hands for preschoolers in Russia received a “Best for Children” certification of quality in December.
The award comes from a Russian
national program aimed at enhancing the quality of goods and services
for children and teenagers. Tork’s
Clean Hands program was rolled out
in late 2010, and it has introduced
42 SCA SHAPE 12012
hand hygiene to many children in a
playful way.
“Supporting such initiatives is one
of Tork’s priorities as a leading brand
for hygiene products and solutions,”
said Maxim Barkov, AFH commercial
director for Russia and CIS. “We aim
to teach children about hand hygiene,
and taking care of our future generations is extremely important.”
SCA INSIDE
A GOOD PLACE TO WORK
SCA HAS WON three awards in Scandinavia
for its reputation as a good place to work.
Two of the awards were in Sweden,
where SCA was ranked the best in the forest industry among students in engineering and young professionals in the engineering field, according to the employer
branding group Universum.
The group’s company survey examines
attitudes among 17,000 students, while
its career survey is carried out among
9,000 young professionals.
In Denmark, SCA Packaging won the
Danish Working Environment Award
2011 for its efforts to improve safety in
daily work.
NEXT STOP
St. Petersburg
SCA TRANSFOREST is expanding its container
traffic between northern Sweden, Rotterdam
and Stockholm, and will now be calling at St.
Petersburg. The frequency will increase to one
call per week on fixed days.
“St. Petersburg and Stockholm are dynamic regions generating large and increasing
volumes of incoming container goods,” says
Magnus Svensson, President of SCA Transforest. “These are destinations of increasing
importance for SCA, but this joint venture also
increases the competitiveness of all industry
in Northern Sweden, by providing efficient
container transports between Northern Sweden, the European continent and overseas
destinations.”
The new route is the result of collaboration
between SCA Transforest and the Russian
shipping company Delta Shipping Lines. Each
company will operate one vessel on the route
Umeå – Sundsvall – Rotterdam – Stockholm –
St. Petersburg.
SCA Transforest started container traffic
between Umeå, Sundsvall and Rotterdam as
early as the end of the 1990s.
The first vessel to St. Petersburg leaves
Rotterdam on January 5th and Stockholm on
January 8th.
Delta Shipping Lines
is SCA Transforest
new partner on
St. Petersburg line.
Two awards to
DOUBLE LINER
ONLY MONTHS AFTER its launch, Nana
2in1 has already received two prestigious French consumer awards.
The innovative new liner product
is made of two thin liners, one on top
of the other. To feel fresh throughout
the day, a woman just needs to peel
off the first liner to enjoy a completely
new liner beneath.
French brand and retail magazine
LSA awarded it the Innovation Trophy
2011, calling it the best innovative
consumer product in the hygiene/
beauty category. The jury consisted
of 45 marketing professionals from
such respected companies as
L’Oreal, Coca-Cola and Philips.
In addition, a panel of more than
20,000 French consumers chose
Nana 2in1 as the Product of the Year
2012, based on the criteria of attractiveness, innovation and usefulness.
The sales results for the first
months are good. Libero/Libresse
plans to roll it out to other European
markets starting in early 2013.
SCA SHAPE 12012 43
*
It’s better
business.
Hands down.
It’s a dispenser.
It’s a display.
Tork Xpressnap ® is the most popular napkin
dispenser in North America. And why not? Thanks
to thoughtful One Napkin, Every Time™ dispensing, it
guarantees 25% less napkin use and saves tons of time
on refills, maintenance and cleanup.
Tork Xpressnap® is the most versatile tabletop
display out there. Put the AD-a-Glance® inserts to
work promoting your products or selling ad space. Count
on contemporary colors and custom-print napkins to
seamlessly fit with your brand and décor.
Find out what the Tork Xpressnap® family of dispensers can do for your business.
Contact your sales rep or visit torkusa.com to learn more.
© 2012 SCA Tissue North America LLC. All rights reserved.
®Tork is a registered trademark of SCA Tissue North America LLC, or its affiliates.