Inspire 31 in English - PDF

CO09001E
A magazine from Iggesund Paperboard Issue 31 • 2009
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2009-02-02 13:50:25
inspire
A magazine from Iggesund Paperboard,
a manufacturer of high-quality paperboard
based on virgin fibre
ADDRESS
Iggesund Paperboard
SE-825 80 Iggesund
SWEDEN
phone: +46 650 280 00
fax: +46 650 288 21
www.iggesund.com
PUBLISHER
Carlo Einarsson
(responsible under Swedish press law)
EDITOR IN CHIEF
Elisabeth Östlin
[email protected]
EDITORIAL COMMITTEE
Winnie Halpin, Wout van Hoof, Véronique
Lafrance, Didier Saindon, Ian Harris,
Staffan Sjöberg, Elisabeth Östlin
Sophisticated packaging is one of
the best ways to protect against fakes...
COUNTERFEIT
EXPLOSION
PUBLISHING AGENCY
Appelberg
PO Box 7344, SE-103 90 Stockholm
MANAGING EDITOR AND
PROJECT MANAGER
Bert Menninga phone: +46 8 406 54 11
[email protected]
ART DIRECTOR
Markus Ljungblom
EDITOR
Alessia Wistén
LANGUAGE COORDINATOR
Helena Åkesson
LAYOUT & PREPRESS
Appelberg
CONTRIBUTORS
Margo Cygielska, Alexander Farnsworth,
Joe Goldman, Jan Hökerberg, Michele
Jiménez, Anna McQueen, Augusta Papp,
Nancy Pick, Gillian Warren-Brown
PHOTOS
Klara G, Nikolai Jakobsen,
Petri Juntunen, Morgan Norman,
Camilla Sjödin, Jun Takagi
ILLUSTRATIONS
Rose Marie Andersson, Elisabeth Moch,
Kari Modén, Team Hawaii, Lena Sjöberg
PRINTING
Strokirk-Landströms, Lidköping
Strand Grafiska, Malmö (cover)
ISSN
1404-2436
Inspire is printed in English, Chinese,
French, German and Swedish.
Inspire aims to inform and entertain
with stories and photos that are not
restricted to the scope of Iggesund’s own
business. As its name suggests, the idea
is to be inspirational and not to infringe
on a company or person’s image rights
or intellectual property. Products that are
made with Invercote and other paperboard
from Iggesund are marked in the text.
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#31 [ 2009 ]
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GUY MALLINSON
Business Director
Across the world, the phenomenon of counterfeiting costs
companies untold millions. From handbags to cigarettes, counterfeit
goods can be found on the streets almost no matter what city you find
yourself in. Fakes may seem innocent enough, but in reality the costs
of counterfeiting hurt consumers at least as much as the companies.
Goods that appear to be what they are not mean that quality is compromised. In many cases, such as with counterfeit medicine – whether
it’s sold over the Internet in the United Kingdom or in the markets
of Angola – the consequences can be deadly.
While international organisations and governments do their part
to regulate and police goods, making sure that consumers are wellinformed is key. But for companies, sophisticated packaging is one of
the best ways that they can protect themselves against faked versions
of their products being sold. From complex graphics and design to
security inks, there are a host of ways that can make a package difficult
to copy. And going the high-quality route – from the choice of printer
to the paperboard – can make a big difference.
Whether you’re a graphic designer creating the look for a global
perfume brand, the converter making the packaging or the marketing manager in charge of the brand, I hope you will find this issue of
Inspire focused on counterfeiting, not to mention a host of other topics,
packed full of information that truly inspires you.
THE COVER of this issue of Inspire
plays with the theme of counterfeiting: The
art is a much-altered “copy” of what could
be the most recognized magazine cover of
all time, National Geographic’s 1985 photo
of Afghan Sharbat Gula staring directly into
the camera (you can compare the two versions at right). The interpretation for Inspire
is printed on Invercote Creato 260 g/m2
with 4+4 colour offset, protection UV varnish and a spot UV varnish and was created
by German illustrator Elisabeth Moch.
Berlin-based Moch, who has created illustrations for the New York Times,
Wallpaper magazine and Universal Music,
among others, uses a special paper collage
technique with confetti. “I usually produce
the confetti myself, because that way I can
choose the colours I need,” she says. “The
confetti pieces lay loosely on a white paper
ground, so it's a rather fragile installation.
Afterwards I take a photo of the piece.”
The challenge for her is producing such a
recognisable and detailed image using the
much rougher medium of paper confetti.
“I would love readers to feel the same
intense look in the girl's eyes that you know
from the original photograph,” she says.
www.iggesund.com
2009-02-02 14:35:24
CONTENTS
#31
04 The sustainability question
Defining sustainability is no simple matter for consumers. And for many, it is a low priority. But that
doesn't mean it's less important for companies.
06 fakes on the make
Counterfeits – from handbags to cigarettes- have
become a big business. If it's too cheap to be true,
chances are it's a fake.
14
12 iconic or ironic?
flower power
Candles from Diptyque
take their scents from
some unusual places.
What does that sign mean in New York, Buenos
Aires, Cape Town, Hong Kong or Stockholm?
13 divine vinyl
Gerard Poirier of MPO extols the virtue of vinyl
LPs, a growing business despite digital dominance.
23
14 light your fire
French company Diptyque has turned the scented
candle into a decorator must-have.
17 sung from the heart
18
Up-and-coming Swedish popstar Ana Johnsson
doesn't take her fame for granted.
18 objects of desire
Packaging for Smirnoff Vodka, book covers for the
World Bank and a gift box from GT Trendhouse 42.
6
20 ticket to ride
“If it’s being made,
it’s being faked.”
While the humble ticket is increasingly replaced
by digital solutions, it hasn't disappeared yet.
23 art for the child in you
Finnish artist Alexander Reichstein uses paper to
create art inspired by fairy tales and fables.
24 medical emergency
Counterfeit medicine is a global problem of
epic proportions.
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# 31 [ 2009 ] • inspire 3
2/3/2009 12:00:49 PM
INSPIRED
sustainability
Text Alessia Wistén and Bert Menninga Illustration Kari Modén/VOL
HOLISTIC APPROACH
NECESSARY
“ALL INITIATIVES THAT LEAD to better economizing of
packaging material are positive, as long as you don’t
hide behind that and ignore the total environmental
effect of the packaging and its contents,” says Lars
Engström, responsible for sustainability at Iggesund
Paperboard.
Engström points out that the contents of a package
invariably represent a greater value and a greater use
of energy in production than the packaging material
does. As it gets closer to the point where a further decrease in the packaging material means a higher waste
of the product the package is supposed to protect, the
decrease is counterproductive.
“A striking example of backwards-thinking when it
comes to packaging was a range of refill products that
were launched in the 1990s where the decrease of the
packaging material was the selling point. Marmalade and
jam were delivered to stores in thin plastic. For consumers it looked like it was resource-saving packaging. But in
fact the production of these “environmentally friendly”
packages required a secondary packaging to protect them
from being punctured – there’s a whole story about how
the workers at the distribution centre were forced to wade
through a sea of leaked jam.”
It doesn’t work to talk only
about fossil fuels, or only about the
weight of a packaging material.”
ENGSTRÖM EMPHASISES that the complexity of
today’s food distribution means that one single factor
cannot drive production.
“It doesn’t work to talk only about fossil fuels, or
only about the weight of a packaging material,” says
Engström. “You have to consider the whole – what
is being distributed, the value, how it is used and the
protections needed to ensure that the product makes
it to the consumer undamaged. A holistic solution is
necessary, in contrast to the inflammatory debates in
the media that focus on single issues.”
Lars Engström, Iggesund Paperboard
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www.iggesund.com
2/3/2009 1:12:28 PM
Paper
production
Collection
Energy
production
Recovered
paper
Scandinavia is a motor driving
Europe’s increasingly selfsufficient fibre system. It must
be continually filled with fresh
fibre from the Scandinavian
forests so that the quality can
be maintained. Holmen’s
Swedish mills form part of the
European flow of recovered
paper as they can, in a constructive way, use their empty
freight capacity for return
shipments.
Virgin fibre
products
Environment
not No.1
Are consumers really as green
as they seem?
Energy
production
Paper
production
Collection
REPORT GETS THE
WORD OUT ON
SUSTAINABILITY
HOLMEN AND ITS WORLD is a detailed
annual sustainability report of the work of
Iggesund Paperboard and other Holmen
companies on environmental and social
responsibility issues. The report has
garnered much recent attention nationally
and internationally.
“We have tried to create a simple and
transparent account of our work, which is
one of the reasons the report has gotten
noticed,” says Lars Strömberg, manager
for environment and sustainability issues
at Holmen. “Likewise, we showcase both
what we are good at and what needs
improvement,”
Holmen’s first sustainability report came
out in 1993, with a focus on environmental
issues. Since 2004, Holmen and Its World
has also covered social issues.
Strömberg says that there is a lot of
interest from customers and shareholders
in such issues. “We’ve received a lot of
praise for the report,” he says. “The
purpose is to show that we are serious
about these issues. In the long run, we hope
that our customers get a good impression
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that helps them choose us as suppliers.”
But how does the report affect Holmen’s
day-to-day work?
“One example is that analysts who look
for ethical companies to invest in have
contacted us after reading Holmen and Its
World. Their questions and research spurs
us to be even better,” says Strömberg.
The target audience for the report is
broad, from customers, shareholders and
business partners to governments, analysts
and people living in the vicinity of the mills.
The report is distributed to employees as
well so that they in turn can be goodwill
ambassadors for the company and spread
the word.
“Many of us within the company have
learned much and gotten a range of ideas
through working with Holmen and Its
World,” says Lars Strömberg. “It’s become
near and dear to me.”
A printed version of the sustainability
report in Swedish, English or Spanish can
be ordered at www.holmen.com under
“Publications and Order.” More information can be found at www.holmen.com.
STOP YOUR AVERAGE CONSUMER on the street, and few will
be able to give a definition of the term “sustainability.” With a wide
range of confusing labelling and claims for “green” products, it’s
not surprising. Still, most shoppers understand the basic concept
without knowing the word: minimizing the use of natural resources
and toxic substances, reducing emissions of waste and pollutants,
so that future generations are not negatively affected by today’s
production processes. Consumer interest in products that can
claim to be produced in a sustainable way is high, even if it isn’t
always clear which products might fit the bill.
But interest may not be as high as some may think.
A recent survey released in summer 2008 by the Food
Standards Agency (FSA) of the United Kingdom has found
that despite some concerns about environmental issues, the
most important issue for consumers is cost when buying food.
According to the survey: “Two-thirds of shoppers (66 percent)
rank an economic factor as most important, while 23 percent
rank a social issue as most important and 10 percent rank an
environmental issue as most important. When considering the
individual issues when buying food and groceries, quality of
food (29 percent), price (21 percent) and the healthiness of
food (11 percent) were considered to be most important.”
Whether or not a product is green is obviously far down the list
for shoppers. Nonetheless, some 70 percent of those surveyed
said they would be willing to pay more for food if it would “protect/
improve aspects of the economy, society and environment.” However, the majority of the 70 percent who would pay more would be
willing to pay only “a little more” rather than “a lot more.”
BUT WHILE CONSUMERS may not consider environmental
issues when purchasing products as often as many have
assumed, the food and beverage industry is still keen to be
perceived as green. Which is smart thinking in the current
financial situation, says a recent report from UK-based
independent analysts Canadean. Consideration of cost and
environmental efficiency in packaging – all the way up and
down the production and delivery chain – are key to remaining competitive, the report says. “Packaging innovation and
design will remain at the forefront of marketing and brand
development, playing a key role in determining the success
or failure of new products and brands over the next five
years,” says the report. The report cites weight saving, material reduction and production-line efficiency as the driving
factors for packaging design in the future.
# 31 [ 2009 ] • inspire 5
2/3/2009 1:12:32 PM
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www.iggesund.com
2009-02-04 12:39:13
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counterfeiting
EXPLORED Text Nancy Pick Illustrations Team Hawaii
BUyER
BE
AWARE
From pills to Prada bags, counterfeiting is on the rise
around the world. And while buying knockoffs may
seem benign to some consumers, counterfeits can
sometimes be deadly. If it looks too good to be true,
chances are it isn’t the real thing.
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# 31 [ 2009 ] • inspire 7
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A NEW DARLING has risen in the world of organized
crime: selling counterfeit goods. Counterfeiting offers
major advantages over drug trafficking and other traditional criminal pursuits. “It’s easy money,” says Bob
Barchiesi, president of the International AntiCounterfeiting Coalition [iacc] in Washington, DC. “The
penalties are not harsh enough to discourage people
from doing it. And with the rise of the Internet, you
have a global distribution network.”
Although Barchiesi says hard data is difficult to
come by, counterfeiting costs businesses worldwide
an estimated 400 billion US dollars a year. While
the problem once concerned mainly knockoff luxury
goods such as Louis Vuitton handbags and Rolex
watches, more recently counterfeiters have moved into
dangerous areas like pharmaceuticals, brake pads, and
airplane parts. The problem has escalated sharply over
the past twenty years, infiltrating such sectors as skin
lotion, air conditioners, and cigarettes.
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Counterfeit pharmaceuticals
are not just a scam - they can be
deadly..
BE A SAVVY SHOPPER
Beware of packaging that looks flimsy
or poorly printed, or that contains errors
in spelling or printing. Plain boxes may
also be a tip-off, as counterfeiters often
skimp on such details as bar codes and
recycling symbols.
When buying prescription drugs
online, verify that the seller is properly
licensed. Contact your doctor if medi-
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#31 [ 2009 ]
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cation looks different or lacks its usual
effectiveness.
If purchasing luxury goods, familiarize yourself with a brand’s fine points.
What should the zipper look like? The
label? The serial number? If in doubt,
call the manufacturer to make sure it
does business with the seller. Never buy
“designer” goods from street vendors.
CA LV IN K
VE RS AC I DIO OR
“If it’s being made, it’s being faked,” says the coalition’s website, which provides a gallery of counterfeit
goods to help consumers (www.iacc.org/gallery).
As Barchiesi knows only too well, the fight against
counterfeiting poses huge challenges. Criminals now
have easy access to sophisticated scanning and packaging technology, allowing them to reproduce goods
with frightening precision. An estimated two-thirds
of counterfeit and pirated goods come out of China,
where highly skilled pirates copy everything from
cigarette cartons to “official” company holograms to
the blister packaging used for medications.
Moreover, adequate enforcement remains basically
impossible. In US ports alone, some 7 million shipping
containers arrive every year from foreign countries.
Only about 6 percent ever get physically inspected.
Given such challenges, anti-counterfeiting groups are
increasingly turning to public education campaigns,
teaching consumers about the ugly consequences of
buying counterfeit goods.
BUYING A CHEAP “designer” watch or handbag on a
New York City street seems innocent enough. All too
often, however, that sale supports child labour, organized crime, or even terrorist organizations. According
to the FBI, terrorists financed the 1993 World Trade
Center bombing in New York partly through street
sales of counterfeit Nike T-shirts, bearing a fake
“swoosh.”
Counterfeit medicines represent perhaps the most
troubling trend. The World Health Organization
(WHO) describes the extreme difficulty of combating
counterfeit pharmaceuticals. Anywhere in the world,
a package of pills may look right but contain the
wrong ingredients, or, far more frightening, be filled
www.iggesund.com
2009-02-04 12:39:41
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En 06-11_Counterfeiting_ins109.indd 9
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# 31 [ 2009 ] • inspire 9
2009-02-04 12:40:13
RS
Packaging industry
experts say misspelling is
a sure sign that a product
is not the real thing.
These examples come
from Damn Cool Pics
blog, www. damncoolpics.blogspot.com.
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with toxins. Often, consumers don’t know they’ve
been cheated until the medication fails to work.
The WHO estimates (although again scientific data
is scarce), that counterfeit medicines account for 1 percent of sales in developed countries, and more than
10 percent of sales in developing countries. Tragically, in parts of Africa, people routinely attempt to
treat malaria, tuberculosis, and AIDS with counterfeit
medicines that cannot save their lives (see story on
counterfeit drugs on page 24).
AND THE HEALTH threat is growing – at a terrifying
rate. The Center for Medicine in the Public Interest
predicts that worldwide sales of counterfeit drugs will
reach USD 75 billion in 2010, an increase of more than
90 percent over 2005.
Pirated computer software, movies, and music,
while less frightening, represent an even more widespread problem. Barchiesi of the International AntiCounterfeiting Coalition says record labels now hope
to keep a song on the hit charts for two weeks. After
that, he says, piracy of the song becomes so widespread
that profits evaporate.
Stopping Internet sales of fake luxury goods
remains another daunting challenge. Manufacturers
have only limited recourse against eBay, the online
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auction service specializing in used and discount
goods, which operates in North America and 13
European countries. In 2007, Hermès won USD
30,000 in damages from eBay, when a French judge
ruled that eBay’s French website had not made sufficient efforts to protect against sales of counterfeits.
Since that ruling, eBay has strengthened its Verified
Rights Owner program, which allows manufacturers to challenge sellers of fakes and get their listings
removed. That effort may have been enough to satisfy
the law. Last summer, eBay won court challenges
brought by both Tiffany and the French cosmetics
company l’Oréal.
One key strategy for responding is consumer
education. In New York City, the International
AntiCounterfeiting Council has posted eye-catching
billboards describing “the real price” of counterfeit
merchandise. One says: “When you buy counterfeit
goods, you cost your city USD 1 billion.” Estimates say
that’s what New York City loses in tax revenue every
year from sales of counterfeit merchandise, money
needed for schools, hospitals, and police protection.
IN BIRMINGHAM, England, British customs used the
hard-hitting slogan “Counterfeiting Kills” to fight
sales of counterfeit cigarettes, which sell for bargain
www.iggesund.com
2009-02-04 12:40:33
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you cost your city
prices. The cigarettes have been found to contain such
toxins as arsenic, cadmium, and benzene. The packaging looks so convincing that people are often duped,
until the cigarettes make them sick.
Tougher laws are coming, at least in some domains.
California passed a law requiring all prescription
medicines to have an “electronic pedigree” so that
they can be traced from manufacturer to consumer.
Implementation has been delayed until 2011, after
drug companies complained they couldn’t meet earlier
deadlines. Critical to the effort is a technology called
Radio Frequency Identification (RFID), which attaches
a high-frequency radio tag to products. Although the
technology is already well established for electronic
highway toll collection and other uses, it remains
expensive.
ON THE INTERNATIONAL scale, an Anti-Counterfeiting
Trade Agreement is now being negotiated that would
strengthen intellectual property safeguards in the EU,
United States, Japan, and several other nations. So
far, the terms have been kept secret, but speculation
suggests the law may crack down on piracy conducted
using personal computers.
One thing is certain. Counterfeiting, in all its
guises, will remain widespread, dangerous, and
very, very real.
BETTER BOX, SAFER BRAND
Packaging industry leaders recommend
using brand-protection technology that
can be quickly updated, to keep a step
ahead of counterfeiters.
Among current strategies are:
• Intricate graphics. Complex logos and
labels can make scanning difficult.
• Holograms.
• Security inks. Infra-red and ultraviolet
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En 06-11_Counterfeiting_ins109.indd 11
inks are viewable only under special
detectors. Colour-shifting inks change
with angle of view.
• Microparticle taggants. These microscopic particles contain encoded data
or form a unique pattern that can be
traced.
• Radio Frequency Identification
(RFID) tags. Small tags relay information via radio waves.
NOT EVEN HAMS
ARE SAFE…
In winter 2008, Italian
authorities confiscated about
a thousand phony gourmet
hams. The hams, seized
from warehouses, supermarkets, and local shops,
bore fake trademarks for
Parma prosciutto. To earn an
official crown-shaped Parma
prosciutto stamp, hams must
come from select pigs and
be aged in special rooms that
control air quality and light.
The fake prosciutto lacked
the distinctive aroma and
sweetness of the real thing.
Police said the counterfeiting
operation had been going
on for years.
# 31 [ 2009 ] • inspire 11
2009-02-04 12:40:50
IGN
S
OF THE TIMES
A picture is worth a thousand words. Or maybe not. Inspire takes a look at signs from around the world
that attempt to get across a range of important messages, mostly without the words.
CAPE TOWN
BUENOS AIRES
NEW YORK CITY
HONG KONG
STOCKHOLM
This South African road sign
means “beware of cows” – in
the road, crossing it or on
the grassy verges. It makes
sense in rural areas. But
the sign even appears on
highways in urban areas. The
reason? Cattle are significant
in traditional African culture
as symbols of wealth, as
meat for feasts at occasions such as weddings or
funerals, and as sacrifices to
appease the ancestors. Even
people who live in crowded
squatter settlements in the
cities sometimes manage
to keep cows. Of necessity, these animals graze on
the side of the road – and
sometimes wander across it.
So no matter where you are,
that “beware of cows” signs
isn’t just there for show – it
means you really do need
to watch out.
GILLIAN
Argentina may have seen its
economy grow over 8 percent
in the last seven years, but the
current economic situation
has resulted in a scarcity of
coins. This has meant people
tearing their hair out just to get
the 90 cents (30 US cents) in
coins to hop on a bus. To buy
candy, cigarettes or the morning newspaper sometimes becomes a harrowing experience
of negotiating substitute items
in lieu of coin change. If your
pack of cigarettes costs 2.90
and you pay with three pesos
you will most likely get a piece
of candy as change. A black
market has cropped up in recent times based solely on the
scarcity of coins. They will give
coin change on your two peso
bill, but only 1.80 in return
with 10 percent to the vendor.
So signs have appeared - some
crudely scrawled, some computer-designed - on windows
or fronts of kiosks, newspaper
stands, bars, restaurants,
cafes and other places saying:
No Change. My local kiosk
offers a reward system: If
you pay in exact change they
give you a free piece of candy
as a thank you.
You really can’t blame visitors to the United States who
might get confused by the
“restroom” sign. The word
conjures visions of a quiet
room, perhaps some Frank
Sinatra music wafting from
the speakers, with plenty
of comfortable armchairs
and sofas for “resting.”
But when they walk in they
find something else entirely
– a common public toilet,
with sinks, stalls and paper
towel dispensers. But rather
than use the more direct
word “toilet,” Americans
prefer to call this room by a
“cleaner” word. Indeed, calling it a “toilet” is considered
a bit rude by many. One
can only speculate on the
origins of this euphemism –
a leftover from Puritan times,
or perhaps an unexpressed
desire for more rest in our
manic 24/7 society?
Around the world, underground, subway and metro are
common names for mass transit public transport systems
employing trains. However,
visitors in Hong Kong wanting to take the metro could
easily get confused. There
are several signs in the city
saying “subway,” but a subway
in the former British crown
colony is not an underground
train. Hong Kong uses British
English, so a subway is a
passageway under a street
allowing you to cross.
To find the metro, don’t
ask for the metro, the underground or the subway, ask for
the MTR, which means Mass
Transit Railway. Everybody
in Hong Kong knows what it
is. Then to find the stations,
don’t look for the letters
MTR, because they are not
there, but look for the MTR
Corporation’s logo.
Sounds complicated?
Could be – perhaps it is
a heritage of the British
bureaucracy. On the other
hand, the MTR system in
Hong Kong is very reliable,
efficient, safe, cheap, clean
and defintitely highly recommended – if you can find it…
Presenting the Swedish
Ms.Crosswalk– complete
with skirt and longer hair
than her male counterpart,
Mr. Crosswalk. The idea
behind the sign is to promote
equality through pedestrian
crossings – a cooperation
between Sweden’s national
roadworks and the Equal Opportunity Ombudsman.
However, Ms. Crosswalk has not been greeted
universally with open arms.
She has generated heated
discussion in the press
and on blogs, with many
calling the new sign absurd,
including the criticism that
Ms. Crosswalk’s clothes are
anything but modern.
Nonetheless, if the government approves the proposal,
signs with Ms. Crosswalk
will soon be used alongside the original crosswalk
signs. There are no plans for
changes to any other signs
showing people, specifically
men, now seen on the streets
of Sweden.
South Africa
WARREN-BROWN
Argentina
JOE GOLDMAN
United States
AUGUSTA PAPP
China
Sweden
ALESSIA WISTÉN
JAN HÖKERBERG
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PROFILED
disk man
Text Anna McQueen Photo Nikolai Jakobsen
DEDICATED
TO VINYL
For aficionados, CDs and MP3s
just aren’t good enough to get
top quality sound. Gérard Poirier
has the answer.
WHO SAID vinyl records were dead? Tucked away
in the Mayenne department of Northern France,
MPO has been producing vinyl records for over
50 years, and the company doesn’t look to be
stopping any time soon.
“We moved into CD production in the 1980s,
but we never stopped producing vinyl, although
now it accounts for only around 6 percent of our
turnover,” says Gérard Poirier, Industrial Manager. “But fashions change and vinyl sales are on
the up, which is good news for us as we’re now the
only vinyl producer in France,” he says.
“Vinyl produces a warmer, more lively sound
than digital recordings, and they say that analogue sound corresponds more accurately to the
original,” Poirier says. “I also think that album
covers are a much better advertising support than
a CD case, and are much better for driving sales.”
“There are two main customers for vinyl
records,” Poirier explains. “Firstly collectors, who
view records as collectors’ objects; and secondly,
nightclub DJs who prefer them for mixing,
but the drawback is they are pretty heavy to
carry,” he adds.
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Sales of vinyl records
– to collectors and
DJs – are on the up,
says Gerard Poirier.
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The starting point is
never about defining a scent
our range is lacking...”
Myriam Badault
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candles
boxed Photos Camilla Sjödin
Styling Lisen Lundgren
Hair & Make up Sandhra Johnsson/
Corinne & Friends
Model Hanna B/Synk Casting
Text Anna McQueen
Whiff
wax
wick
d
n
a
What started out as a quirky shop selling a mix of
­fabrics and curiosities, has become the last word in
scented candles: Diptyque.
Although the name Diptyque implies a duo, this
celebrated Parisian company, creator of scented
candles and eau-de-toilette was founded by a trio of
friends in 1961. Painter Desmond Knox-Leet, set
designer Yves Coueslant and architect Christiane
Montadre-Gautrot initially filled their Boulevard
Saint-Germain boutique with their own fabric designs
but rapidly expanded to include a range of decorative,
fragranced and collector’s objects. They introduced
their first candles in 1963, and now 600,000 fragrant
Diptyque bougies are sold around the world, every year.
“Desmond died in 1993, and although Christiane
and Yves weren’t looking to sell, they accepted a
bid from a private equity fund in 2005. Sharing the
Diptyque spirit and love of the arts, the new owners
now decide the future of this unique business,” says
Myriam Badault, director of marketing and communication. “But the founders left behind such a wealth
of creativity and an incredible heritage of design codes
that we feel very spoiled and continue to develop the
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En 14-16_Diptyque_ins109.indd 15
brand and create products in the same original vein.”
Initially, the Diptyque boutique only sold fabric,
but the eclectic and artistic nature of its owners meant
they soon found themselves stocking a whole range
of objects, either second-hand, or brought back from
their travels or made by themselves or with other artists. Says Badault: “It was like an exotic treasure trove,
a concept store before its time, where one could find
things that weren’t available elsewhere in Paris.”
Knox-Leet’s background gave them exclusive access
to fabrics and fragrances from his British compatriots such as Laura Ashley, Penhaligon’s and Creed.
The store, which still exists today, also began selling
coloured candles to match their fabrics and it was their
candle-maker who first suggested the idea of perfumed wax. “Desmond saw a new creative opportunity
opening up in front of him and he simply went for it,”
says Badault.
The first three scented candles to be produced were
Thé (tea), Aubépine (hawthorn) and Canelle (cinnamon)
# 31 [ 2009 ] • inspire 15
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they’d visited, including a branch from fig tree. It was
on opening the box again years later that Gautrot was
inspired by the scent of dried fig to create Philosykos.
BADAULT DESCRIBES Diptyque as an “anti-marketing”
Diptyque is a
brand that
creates
and shares
emotions.”
Myriam Badault
SCENTS OF CELEBRITY
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THE DIPTYQUE TEAM works with perfumers to develop
candle scents. Once these are established, a candlemaker then takes over, working with wax and wick
to find the best balance with which to diffuse the
fragrance once burning. “With candles, one is dealing
with raw materials that react to heat, and some that
do this better than others so you have to find the right
balance for optimal combustion of the candle to create
the perfect fragrance diffusion,” Badault says.
The glass containers are hand-filled to the brim
with perfumed liquid wax. The wicks are individually
straightened by hand while the wax is still warm. The
glasses are wiped and coded, labeled, and packed by
hand. The candles are made from different mixtures
of mineral and vegetable waxes and the wicks vary in
thickness, depending on the combustion characteristics of the perfume. The range now includes 39 references and accounts for 60-70 percent of Diptyque’s
turnover. Room sprays, 14 different personal fragrances including a collection of three colognes, and a
new line of bath products account for the rest.
What makes the Diptyque creative process unique
is that every product tells a story. For example, the
l’Ombre dans l’Eau fragrance and the complementary
Baies candle were born from the smell on the fingers
of one of Knox-Leet’s friends: Mrs. Merwin, who had
been picking roses for pot pourri in her gardens, and
then went to gather blackcurrants. Another time,
Knox-Leet and Coueslant returned from Greece with
a box for Gautrot in which they’d wrapped pebbles,
fragments of ceramic and souvenirs from each place
SIMPLY A MATTER
OF QUALITY
“At Diptyque, we are driven by quality through
simplicity in all areas, and the choice of
Invercote G 350g/m2 paperboard for all our
packages is part of that. It gives us the whiteness and quality of touch we need, and offers the
structure that is essential to packaging of quality.
It sits perfectly with the Diptyque brand.”
MYRIAM BADAULT
Photo: Sanna Skerdén
From its roots in stylish
and exclusive interior
design, Diptyque has made
the scented candle into a
modern day cult classic.
Simple monochrome designs
with stylish drawings and
elegant calligraphy, Diptyque
candles are unique, and are
considered the reference for
scented candles. This is reinforced by a celebrity clientele
including The Rolling Stones,
Karl Lagerfeld, Catherine
Deneuve, Manolo Blahnik,
Sonia Rykiel, Philippe Starck
and Elton John, who even
commissioned a special traveling case so he need never
be without his Diptyque
candle collection.
released in 1963. “At the time, scented candles were
something very new in France,” says Badault. “And
being a forerunner in such a sector, and moreover,
producing extremely high-quality and beautiful
products which were recognized as such helped create
the brand’s notoriety.”
brand: “The starting point is never about defining a
scent our range is lacking or the target market we’re
aiming for, it’s rather an experience or an olfactory
memory of something we want to share through a
fragrance. Diptyque is a brand that creates and shares
emotions.” Indeed, Diptyque has never spent a penny
on advertising, allowing the momentum of the brand’s
success and its quality to carry the torch.
Also key to the Diptyque brand is the graphic
identity, created by Knox-Leet, with an ink-drawn
oval label on every product. “We use some extremely
powerful codes that even go beyond the brand and
often, the packaging is recognised before the name,”
Badault says. Indeed, on the candle labels, the letters
spelling out the fragrance jump around and can often
take a moment to read. Says Badault: “Desmond was
looking for image over sense – the relationship between black and white lines before the first reading of
the word. The oval is very powerful – it’s a completely
timeless concept and one which transcends fashion,
at home equally happily in a traditional space as a
modern one.”
www.iggesund.com
2/3/2009 1:17:43 PM
PROFILED
pop star
Text Alessia Wistén Photo Morgan Norman
VOICE OF
TODAY
Singer Ana Johnsson doesn’t
take success for granted.
“I’ll never
stop singing,
writing
and loving
music.”
Swedish singer Ana
Johnsson has had her
biggest hits outside
Sweden: in Japan –
and Hollywood.
WHEN SWEDISH SINGER Ana Johnsson got her big
break, it wasn’t your typical success story. Instead
of hitting the charts at home, she took the Hollywood route: Her song “We Are,” became the theme
song for Spiderman 2. So far, Johnsson is far more
well known outside her native country. Though
well-loved by the Japanese, she’s on her way to the
United States to write and record her next album.
Despite this, she refuses to use the words “success”
and “career” in the same breath.
“I don’t want to see music as a career even if it is
my job at the moment,” Johnsson says. “Someday
maybe I’ll make my living in a different way. But
I’ll never stop singing, writing and loving music.”
Johnsson describes her breakthrough with “We
Are” as dizzying (to listen, check out the web on
“Invercote Your Day” at www.iggesund.com). “I
was working so hard I had no time to reflect. I only
remember bits and pieces, not any of the details
from then. But it was wonderful to come to a place
where I’d never been before and be met by a sea of
excited people who sang along with my songs.”
She continues playing worldwide – a recent gig
was playing at Iggesund’s event for the launch of
the new Invercote – but she has a special relationship to Japan, where she has a big fan base. “The
Japanese are very friendly and thoughtful. Playing
in Japan is crazy, where the crowd all the way to
the back row follows even my smallest gesture.
If I motion for them to stand, everyone stands up
immediately and waves their arms.”
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2/3/2009 1:20:04 PM
DESIRED
Photo Klara G
objects
BLACK
ELEGANCE
Vodka packaging
Everything about the Smirnoff Black vodka brand is distinguished, from the unique recipe and distilling process, to its
appearance in the latest James Bond movie. So when Diageo
Polska, the Smirnoff brand distributor for Poland, wanted a
new package for the best-selling premium spirit, it wanted
something elegant, strong and innovative. The final product
was the result of cooperation between CD Cartondruck AG,
its Polish branch Cartondruck Polska, Leo Burnett Poland
and the client.
“The form was designed by CD Cartondruck Research
and Development unit in Germany,” says Pawel Targowski,
Managing Director of Cartondruck Polska. “Later we took
over and together with the ad agency and Tomasz Beszterda
from Diageo Polska created the final product.”
The package won the 2008 Carton of the Year award in
Pro Carton/ECMA Carton Awards. The jury was impressed
by the innovative form, the effective side opening that
closes automatically when the bottle is put in, the masterful folding of the box, as well the elegance of the design and
print. The black offset UV print is finished with partially
glossy in-line varnish and hot-foil stamping in gold, which
refers to the copper pot distilling technique.
“Invercote was chosen for its high quality because a
luxury folded box was needed and for the way the final
print looks on it,” says Targowski. The package is folded
manually, assembled by the manufacturer and send to the
client ready to use.
MARGO CYGIELSKA
Customer: Diageo Polska, Poland
Structural Design: CD Cartondruck AG,
Veronika Müller, Germany
Converter: Cartondruck Polska, Poland
Graphic Design: Leo Burnett Warsaw, Poland
Techniques: Black UV offset printing,
partly matt in-line varnish,
hot foil stamping, folding
Material: Invercote Duo 490 g/m2
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“Security is getting more and more
important today to save your product...”
Customer: World Bank
Design: Edit Print, Armenia
Intermediate agent: Vimpex, Austria
Printer: Edit Print, Armenia
Techniques: Sheet-fed offset printing, film
lamination
Material: Invercote G 280 g/m2
POWER OF READING
Photo: Sanna Skerdén
Text books
How can an outside organisation support education in a simple but effective way? In the case
of the World Bank and Armenia, the answer is to
sponsor school books for all Armenian students.
The idea is to improve the quality of education
by providing support in the form of text books as
well as teachers’ guides. Some 700,000 books
have been printed and delivered to students and
teachers for grades one to ten.
For the covers, Invercote G 280 g/m2 was
chosen because of the paperboard’s flexibility
and tearing resistance. Other reasons include
the whiteness and print result of the paperboard. The techniques that were used to print
the cover were sheet-fed offset printing with
film lamination. Invercote is perfect for school
book covers says Tommy Bergerståhl of Iggesund. “Invercote, with its strength properties
is the best cover choice for books that will be
subjected to rougher handling than usual.”
ALESSIA WISTÉN
Photo: Sanna Skerdén
Customer: Günter Thomas Trendhouse 42, Germany
Design: KMS, Germany
Printer: Günter Thomas Trendhouse 42, Germany
Techniques: silver foil lamination,
4 colour offset + opaque white
UV printing; hybrid- and
pearl-effect (Iriodin) varnishes
as well as scented UV varnishes
Material: Incada Silk 280 g /m2
SAFETY BOX
Print sample
When German print specialists Günter Thomas Trendhouse 42 completely
redesigned its image and logo, what
better place to show off the new look
than at Drupa, the world’s biggest print
exhibition? But instead of using a simple
brochure and traditional information materials, GT Trendhouse 42 decided to create
something special: boxes containing
soap, CD, a plastic Elvis figure, sweets or
a USB connector. “We created the boxes
for our customers as a present, especially
to show the possibilities we can offer and
everything possible to print better than
the real thing,” says Stephanie Wessel
of GT Trendhouse 42.
The basic design was created by
German design firm KMS, with GT
Trendhouse 42 further developing the
concept with a range of finishes, including silver foil lamination, hybrid- and
pearl-effect as well as scented varnishes.
The boxes also include a special security element: in a printed band that runs
around the whole box, a hidden logo can
only be seen with the help of a special
plastic card. “Security is getting more
and more important today to save your
product, especially in packaging, but also
for tickets, special invitations and much
more,” says Stephanie Wessel.
BERT MENNINGA
Do you have any ideas for the Desired Objects pages? We’re looking for innovative packaging design and graphic products that feature material from Iggesund Paperboard.
Please send in samples, along with background information to: Inspire, Iggesund Paperboard, SE-825 80 Iggesund, Sweden.
www.iggesund.com
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TICKETS IN M
Who needs tickets? Everyone. For everything from riding the
subway to going to the movies. But tickets as we know them
could be on their way out.
Text Alexander Farnsworth Illustration Rose-Marie Andersson
AS THE WORLD increasingly barrels towards digitisation in all fields, is the lowly ticket – which gives its
holder the right to travel, see a movie, or go to a ball
game, among other uses – being superseded by new
technologies?
Case in point: The International Air Transport Association, IATA, whose members include 94 percent
of the world’s airlines, said in June 2008 that its
members had to stop issuing paper airline tickets and
issue electronic tickets instead. Total savings for the
industry: USD 3 billion, according to the IATA.
“An era has ended. If you still have a paper ticket
it is time to donate it to a museum,” said Giovanni
Bisignani, IATA’s Director General in June 2008.
The Oxford American College Dictionary 2008
says the word “ticket” stems from the early 16th
century to describe a short written note, or a license
or permit. Funnily enough, “ticket” is a shortening of
the old French word étiquet, not to be confused with
today’s e-tickets issued by airlines.
A ticket can also be a list of candidates put forward
WHAT MAKES A
TICKET A TICKET?
Historically, a ticket was made of paper, cardboard
or plastic and emblazoned with all manners of
graphics and typography to best describe its use.
A ticket would show its price, a serial number, the
date and name of the event or the destination,
and its physical structure (durability) depended
on whether it was to be used once, as in a concert
ticket, or multiple times, as in a subway ticket.
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N MIND
by a party in an election, as in “Obama’s presence on
the Democratic ticket.”
In the early days before mainstream media, these
kinds of tickets were printed up and posted around
cities and towns in the United States. Many of these
can be seen online at the Library of Congress website.
In all likelihood, tickets have been in existence as
long as there have been places to use them. And their
future, while uncertain, is far from total extinction.
A ticket is used and (usually) disposed of in the
same day. For this reason, the scholarly study of tickets
falls under the more general study of ephemera, which
Maurice Rickards, author of the definitive book on the
subject – The Encyclopedia of Ephemera (2000) – calls
“The minor transient documents of everyday life.”
Besides tickets, ephemera include such things as
soccer game programs, visiting cards, ballot papers,
newspapers, cigarette cards, seed packages, wartime
ration books, cheese labels, bookmarks, stock certificates, playing cards and more.
Increasingly, ephemera of all types, including tickets, is being digitised by universities and institutes to
offer researchers glimpses into different aspects of the
world’s cultural, social, industrial and technological
heritage.
Oxford University’s Bodleian Library announced
in April 2008 plans to digitize five broad subject
headings of the John Johnson Collection of Printed
Ephemera, one of which will be entertainment
(tickets and programmes). The collection consists of
over 1.5 million items. Spanning five centuries, it is
regarded as the most significant collection of ephemera in the United Kingdom.
The world of ticketing has come a long way since
1798: One particular ticket in the Bodleian collection
from that year – “admit Thompson Esq & friend to
the Theatre during his stay at Bath” – is a personalised handwritten invitation to the theater. Obviously,
piracy wasn’t a problem in those days.
WHILE THE STUDY of ephemera is gaining scholastic
ground, it is technology that is changing the face of
ticketing in the future.
Heavy ticket-using industries, primarily the
music and public transportation industries, have
started making inroads into developing the paperless
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IT’S ALL ABOUT SECURITY
With more and more advanced printers
available to the public at large, ticket
security is a growing concern for those who
issue them.
For utmost traceability and to guard
against counterfeiting a bar code should
be included on the ticket. A simple scan
verifies that they are real and not copied
by a third party.
Other safety methods include using
heat sensitive paper where the ink
changes colour by holding the ticket in
one’s hands; micro-printed texts in the
background; microchips and holograms.
At the 2008 Beijing Olympics, tickets
to the opening and closing events were
embedded with a microchip containing the
bearer’s photograph, passport details, addresses, email and phone numbers.
The Beijing Olympics featured
hi-tech tickets.
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ticket, which is going to make life difficult for future
ephemerists.
BART, the San Francisco public transportation
authority, announced in January 2008 a plan to test
a technology called near field communication that
essentially turns a cell phone into a transponder. Wave
the phone near an entry gate and the fare is deducted
from a prepaid account linked to the phone.
And just in time for the 2008 Olympics, Beijing
said goodbye to crowd-enhancing paper tickets and
replaced them with the Yikatong Card, a prepaid
smart card that can be used on the bus and subway.
The London Underground has a similar system
with its Oyster card.
In Stockholm, Sweden bus tickets can be purchased
via cell phone text message. Show the message to the
driver, and off you go.
Mobile ticketing, as the service is called, has been
used by Tickets.com in the United States, one of the
largest sellers of tickets to sporting and music events,
since 2007. The Tickets@Phone service sends a bar
code by text message to a person’s cell phone, which is
then read to gain entry to the event.
While not there yet with the phone service, Tick22 inspire
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#31 [ 2009 ] En 20-21_Tickets_ins109.indd 22
etmaster, a Tickets.com competitor, emails pdf files to
its customers who then can print them out as tickets
to gain access to an event.
In Japan, which traditionally is an early adopter
of new technology, a bottle of Coke can be bought by
text message. And some taxis accept payment via a
text message barcode.
In the future, it could be imagined that one’s cell
phone will replace everything in your pockets - cash,
credit cards, keys, gym membership, train tickets,
movie tickets, driver’s license, etc.
Already, there has been a major media convergence
turning cell phones into music players, photo albums
and miniature movie theaters.
But while the humble ticket may evolve, many say
it isn’t likely to disappear entirely.
“I think the future ticket will likely be similar to a
bank card with value, loyalty and access control contained in one card,” says Brian Sikorsky, editor of the
ticketrends.com website, which monitors the ticket
industry in the United States. “At the same time, tickets are still widely valued as souvenirs and memorabilia. This will never change. The ticket stub remains
proof that I attended the last Who concert.”
The ticket
stub remains
proof I
attended
the last Who
concert.”
Brian Sikorsky,
ticketrends.com
www.iggesund.com
2/3/2009 1:33:36 PM
artist
profiled Text Alessia Wistén Photo Petri Juntunen
Artist Alexander Reichstein’s
art is inspired by, among
­other things, fairy tales. The
wolf head is a study for part
of his piece “Bestiarium
Construendum.”
Master of
the fantastical
Alexander Reichstein creates art for the inner child.
“The Nest” is one of Russian-Finnish artist Alexander
Reichstein’s most recent pieces of art. Shown at an
exhibition at the Atheneum Museum in Helsinki, the
work consists of a bird’s nest big enough to crawl into,
with an enormous egg that speaks when it is touched.
“It was a big, serious exhibition and I decided
that by the time children would arrive at a section set
aside for them they would be tired of just watching
the art,” says Reichstein. “The nest would give them
a chance to really feel as if they were animals.”
The nest is a typical Reichstein piece. When he
creates exhibitions for children, the idea is that they
should touch and play with the art. “The exhibitions don’t come to life until they arrive. The art
En 23_Profile_Alexander_ins109.indd 23
gets ­energy and life by being handled by children.”
Reichstein illustrates books of fairy tales as well
and his motifs are similar to his exhibitions: animals,
make-believe characters and travels through time
and space.
Reichstein had not originally planned to work
with children: “When I was younger, I wanted to
be a grown-up, serious and working with graphic
art. But when I had my own children, it brought
me back to my own childhood. In fact, I’m not just
­creating art for children, but for myself and my
own inner child. Read more about Reichstein at www.reichstein.name
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COUNTERFEIT MEDICIN
Developed World
<1%
UNITED
STATES
AUSTRALIA, CANADA, MOST OF
THE EU, JAPAN, NEW ZEALAND, US
Although the internet is a major source
of counterfeit medication in developed
countries, counterfeits are creeping
into even the regulated supply chain.
(Source: Medicines and Healthcare
products Regulatory Agency, 2008
presentation.) Medicines purchased
over the Internet from illegal sites
that conceal their physical address
are counterfeit in over 50 percent
of cases. (Source: IMPACT (WHO)
brochure, 2008)
CANADA
<1%
10 %
S o u r c e : W H O , 2 0 0 2 – 2 0 0 7 e s t i m at e s
The World Health
Organisation (WHO) includes counterfeit medicine
among its many concerns.
According to WHO, it is estimated that one in 20 pharmaceutical products on the
market is counterfeit, with
the number rising to one
in three in some developing countries. Commonly
counterfeited medication
includes antibiotics, antimalarials, hormones, steroids, and increasingly, anticancer and antiviral drugs.
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DOMINICAN
REPUBLIC*
NIGERIA
10 %
MOS
48 %
MEXICO
5%
COLOMBIA
ANGOLA
10 %
70 %
ARGENTINA
* Percentage is for imported medicine.
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DETAILED
Text Michele Jiménez
Illustration Lena Sjöberg/Söderberg Agentur
DICINE A GLOBAL ISSUE
10 %
RUSSIA
LEBANON
Asia
MOST OF EU
35%
INDIA
<1%
20%
JAPAN
<1%
8%
13%
CHINA
CAMBODIA
30 %
PHILIPPINES
8%
%
25%
30 %
Counterfeit drugs are found
everywhere, but subSaharan Africa is particularly
affected. In Africa, drugs are
sold through the informal
economy in large open-air
markets alongside fruit and
vegetables, with people
realising the risk involved but
having no other sources for
medication.
En 24-25_Infographic_ins109.indd 25
On mainland Southeast Asia, artesunate, a vital antimalarial drug, is
often counterfeit. One 2004 study
found that 53 percent of artesunate
tablet packs sold in the region did
not contain artesunate (Source:
WHO bulletin, 2006). Counterfeit
medicines are especially prevalent
in Cambodia, the Lao People’s
Democratic Republic, and Myanmar
(source: WHO, 2005). Of the
one million people who die each
year from malaria, one-fifth died
because of counterfeit medication,
according to WHO.
INDONESIA
KENYA
Africa
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counterfeits
<1%
AUSTRALIA
<1%
NEW ZEALAND
# 31 [ 2009 ] • inspire 25
2/3/2009 1:36:47 PM
INFORMED
Iggesund news
COVER
TO
COVER
WHAT MAKES A magazine
cover appealing? If the recent
contest to pick the best Inspire
cover from the past ten years
is any indication, bold colour
and graphics with an unusual
technique are a winning combination: In first place came
Inspire issue No. 29 on branding, with a brilliant pink cover
featuring red flocking.
The contest, which was
announced in the last issue of Inspire, was
carried out on the web, with voting done at
Iggesund’s website, www.iggesund.com.
The contest closed on Dec. 31. Votes for the
BRAND
NEW COAT
IGGESUND PAPERBOARD has
cover came from around the
world, from places as far-flung
as China, Australia, South Korea, Brazil, Chile and North
America.
The winning entry received
nearly twice as many votes
as the second-place winners:
issue No. 27 on flavours, and
issue No. 22 on chocolate.
Issue No. 27 featured a floral
illustration with dark colours
and hot-foil-stamped detailing in copper
foil. Issue No. 22 featured both hot-foilstamping in gold foil as well as embossing of
a photograph of a bar of chocolate.
JAPAN
STYLE
nual Neo Japan Style Package in Oct. 2008,
an exhibition sponsored by Takeo Paper and
focusing on new possibilities in package design.
The show featured eight designers’ packaging
created especially for the show, based on “Neo
Japan Style.” The designers were from Kao
Corp., Suntory, Shiseido, Sharp, Sony, Dainippon Printing Co., Toppan Printing Co. and the
Hakuhodo advertising agency, with Invercote
as one of the key materials used.
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Photo: Jun Takagi
TOKYO WAS THE SETTING for the fourth an-
received its first order for
bioplastic-coated paperboard. The barrier, which is
both biodegradable and made
from a renewable source, is
ideal for use with food
packaging and drinking cups.
The bioplastic coating is
done at the company’s paperboard finishing department
at Strömsbruk. The most
common barrier material
in paperboard packaging is
polyethylene (PE), a plastic
which is neither bio-based
nor biodegradable. The bioplastic that Iggesund is now
using is biodegradable and
meets the European standard
EN 13432 for compostability.
“Unfortunately, replacing
ordinary PE with bioplastic
is not a simple matter – the
new materials place higher
demands on both production
technology and equipment,”
says Ola Buhrman, product
manager for Iggesund Paperboard’s plastic-coated and
laminated products.
Current prices for bioplastics are significantly higher
than the cost of PE but are
expected to fall when availability increases as more and
larger production facilities
start up.
“It’s very clear that this
development is being driven
by the market’s demand for
greater environmental awareness, and that customers
are prepared to pay more for
a biodegradable material,”
says Buhrman.
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2009-02-02 13:50:52