Sappi: paper milling the natural way

Established in South Africa seventy years ago, the Corporation currently employs 17,000 workers and operates out of countries in all five continents, turning out five million tons of paper a year. Thanks to these figures, Sappi [ www.sappi.com ] is the number one paper-milling company in the world. Its claim to leadership, though, has not blinded it the needs of the environment. Indeed, it considers working according to environment-friendly principles and practices to ensure a sustainable use of natural resources a not-to-be-derogated imperative.
In Sappi’s view, trees are a legacy to be protected and passed on to future generations. It implements this philosophy through instruction manuals, which lay down the strict procedures to be followed throughout the work process.
We speak with two Sappi managers, Jens Criete and Craig Halgreen, discussing the role of the press and printed media in a digital age and discover a new concept of time based on the life-cycle of forests.

The digital era, with e-mails, pdf documents, e-books, and Internet, should have marked the end of printed paper, but it seems that we are moving in completely the opposite direction. We are printing more of everything. Is there an explanation?
There have been many theories about the effects of electronic data processing and the new means of communications. Some predicted the paperless office – the result however was exactly the opposite. People prefer to read from paper prints rather than from an electronic screen. Display technologies have not come close to the display properties of paper. The arrival of the Internet actually had a very positive effect on the number of magazines, especially in regards to special interest and computer related titles. All our forecasts predict an increase in the demand for paper in advertising and promotion. Paper has its place in the communication mix and is proven to be most effective when used in combination with other media. Our Life with Print programme provides valuable information about this and our Direct mail in the media mix book is a very useful resource in providing communication specialists with insights in this regard.

Is there an almost “fetishistic” link between the reader and printed material?
How can something that does not move be so moving? Paper is much more than just a means of communication. Paper touches not only our visual sense, it is the feel and the reproduction of quality images that attract us to paper. Paper is portable and can be enjoyed at any speed we prefer. Unlike most alternative media, it can also be creatively manipulated. Whether for attractive labels and packaging or glossy motor car brochures, exotic destination calendars and beautiful art books, paper is inherently desirable.

Does the equation paper=tree=deforestation still – unfortunately – apply today? Can you give us a snapshot of the situation at world level?
The equation “paper=tree=deforestation” is a very common misunderstanding of paper and its impacts. It does not apply in general and it never has. Forestry aims at sawn timber in the first place. Paper is mainly made from woodchips, a byproduct of sawn timber and logs from selective thinnings. However, there are plantations or forest farms that are designated for pulp production only. A snapshot is really not easy. The latest FAO World Forestry Report [ www.fao.org ] highlights that forest land is lost due to agricultural expansion. Positive, however, is that forest area is on the rise in developed and in some developing countries.
‘Clear-cuts’ for a short term gain with long term devastating ecologic and economic effects are clearly not acceptable whether aimed at agricultural expansion or timber, or both. We therefore exclusively source our wood fibre from suppliers with sustainable management practices.

What are the likely scenarios for the future: will we use less paper, will we be able to recycle much larger quantities, will there be new materials we can print on?
Paper recycling technologies have advanced significantly. The paper industry has substituted virgin fibre with recovered fibres substantially especially for cheap packaging and newsprint. This trend will continue.
Mineral and synthetic fibres are available, however, paper based on virgin vegetable fibres have superior properties, thus providing paper ideal for high quality image reproduction as we require for advertising and promotion. It is safe in its use, it is recyclable, even compostable and – less expensive. And not to forget, it is made from a fully renewable raw material.

What steps are Sappi taking to find a balance between production and sustainability?
We have our activities embedded in a comprehensive environmental management system that includes ISO 14001 [ www.dnv.com/certification/managementsystems/environment/ISO14001.asp ] and EMAS certification [ www.dnv.com/certification/managementsystems/environment/EMAS.asp ].
If you visit our paper mills you will find that we are able to produce paper in a highly efficient and environmentally friendly manner – optimised raw material, water and energy use and waste. 30% of our primary energy is renewable bio-fuel. Our most important fossil fuel is natural gas and we operate combined heat and power plants, the most efficient means of power conversion possible.
Time in forests is measured in generations not in quarterly reporting periods. At Sappi, we understand this and we know that the environment is key to our future. This commitment is constantly in our mind when we produce our papers.