8/7/2019 SCA magazine SHAPE 3 2007
1/36
8/7/2019 SCA magazine SHAPE 3 2007
2/36
STOP THESPREAD OF MRSA:
Contents N3 2007
6
Over a thousand
people in Swedenwere infected with
the MRSA bacteria in
2006. This is how the
dangerous bacteria
looks close up.
WASHYOUR HANDS.
8/7/2019 SCA magazine SHAPE 3 2007
3/36
04SHAPE UP
What country has the most trees to hug?And what do the Chinese like to buy the most?Read more in Shape up.
06SHAPE COVERThe MRSA bacteria is resistant to antibiotics, andinfects an increasing number of patients worldwide.Clean hands are the best prevention.
14TREND
Shape gives you whisky that tastes of Scotland,guides you through the eco-labeling jungle andexplains why some packages are hard to open.
20PROFILE
Meet Kathryn Llewellyn, campaigns manager
for ACTSA, which supplies women in Zimbabwewith once hard-to-come-by sanitary towels.
24TECHNOLOGY
Fourth-generation paper is here and it cantalk back to you.
26SCA INSIDE
Read about Jan Johansson, the new CEO forSCA, and Johan Karlsson, the new IR manager.
30CAMERA
SCA has a multitude of faces. Check out just a few
of many examples from the multifaceted companyon page 30.
34CAPITAL MARKET DAY
Growth in the Americas was the key phraseat SCAs Investor Day in New York.
[3*2007]SHAPESCA*3
SCA Shape is published in Swedish and English. The
contents are printed on GraphoCote 80 gra m from SC A
Forest Products. Reproduction only by permission of
SCA Corporate Communications. The opinions expressed
herein are those of the authors or persons i nterviewed
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.
SCA Shapeis a magazine from SCA Address SCA,
Corporate Communications, Box 7827,
103 97 Stockholm Telephone +46 8 788 5100
Fax +46 8 678 8130 Publisher Bodil Eriksson
Managing editor Anna Selberg
Editorial Anna Selberg, SCA and Gran Lind, Kristin
Peva, Appelberg Design Tone Knibestl and Mats
Wester, Appelberg Printer Srmlands Grafiska
Quebecor AB, Katrineholm Cover photo Jens Hllqvist
20
30
16
24
8/7/2019 SCA magazine SHAPE 3 2007
4/36
0 10 20 30 40 50 60
SHAPE UP
4*SCA SHAPE[3*2007]
COUNTRY GRDI* SCORE
1 India 92
2 Russia 89
3 China 86
4 Vietnam 74
* GLOBAL RETAIL DEVELOPMENT INDEX
India tops the list of hot markets
Jewelry is at the top of
the list and cell phones at
the bottom when Chinas
National Bureau of
Statistics (NBS) reports
sales increases in different
product groups in the
Chinese retail trade.
CHINA LOVES SHOPPING!and ths is w they pefer to buy
53.3
45.2
44
42.3
30
29.5
27.1
26.2
25.7
23.7
19.7
19.2
15.4
5.3
Increase in August from previous year (percent):
JEWELRY
MEAT, EGGS AND POULTRY
GRAIN AND COOKING OIL
AUTOMOBILES
LEISURE ACCESSORIES
FURNITURE
BUILDING MATERIALS
HYGIENE & INTIMATE ITEMS
CLOTHES
COSMETICS
OFFICE MATERIALS
HOUSEHOLD APPLIANCES
OIL AND OIL PRODUCTS
TELECOM EQUIPMENT
SOURCE: NBS
PHOTO:ISTOCKPHOTO
HIGHER COST FORCHINESE GOODS
After controversies in
Europe and the US over
inadequate product safety,
particularly with Chinese
toys, a general price
increase for products
made in China is expected.
For consumers in the
US, the big sale thats been
under way for 20 years is
almost over, Andy Xie,
former head economist for
Morgan Stanley in Asia,told the Los Angeles
Times.
Costs in China are on
the rise. Consumers will
have to get used to this.
According to US statistics,
the cost of imports from
China rose 0.4 percent in
June, the largest single
price increase since
measurements began.
ACCORDING TO THE CONSULTANCY firm ATKearney, the market for retail shopping is growingbetween 25 and 30 percent in India and 13 percent inRussia and China. India is the hottest country on thecompanys list of new markets with tremendouspotential. Scores and rankings are calculated based onbusiness country risk (25 percent), market attractive-ness (25 percent), market saturation (30 percent) andtime pressure (20 percent).
8/7/2019 SCA magazine SHAPE 3 2007
5/36
[3*2007]SHAPESCA*5
EUROPE
RECYCLES
MORE PAPER
Paper recycling continues to
increase in Europe. The recy-
cling rate (recovered paper in
relation to paper consumption)during 2006 was 56.3 percent
as compared to 55.8 percent
in 2005, according to statistics
from the Confederation of
European Paper Industries.
In 1991, the recycling rate
stood at only 42.1 percent.
Recycling rates vary greatly
among different paper qua-
lities. Some 80 percent of
newsprint used is recycled,
while only 10 percent of the
paper used in magazines is
recycled.
1. RUSSIA 808.8
2. BRAZIL 477.7
3. CANADA 310.1
4. USA 30.1
5. CHINA 197.3
6. AUSTRALIA 163.7
7. KONGO-KINSHASA 133.6
8. INDONESIA 88.5
9. PERU 68.7
10. INDIA 67.7
(22.) SWEDEN 27.5
SOURCE: POCKET WORLD IN FIGURES, THE ECONOMIST
TOP SPOTS FORTREE HUGGERS
PRIVATE LABELS ON THE RISEPRIVATE LABELS CONTINUE to take a large part of the market
in UK grocery retail and now stand for a 43 percent share of the totalUK grocery market, according to TNS Worldpanel. In Europe, onlySwitzerland has a higher share, with private labels making up 53percent of the market. Among the top four grocers in the UK market
Tesco, Sainsburys, Asda och Waitrose half of the turnovercomes from private labels.
The UKs private label market is not only the biggest in Europe.
In the UK, private labels also stand out for being more expensive
than other brands. Studies show that for more than half of UKconsumers polled, private labels werent bought because they were
the cheaper alternative.
Te lrges fs are in tewrd, in mo hec:
PRIVATE
LABEL
8/7/2019 SCA magazine SHAPE 3 2007
6/36
WEAPON AGAINST
SUPERBUGS:
SHAPE COVER
inah Gould, a professor ofapplied health at City Uni-
versity London, has spe-cialized in one way to pre-vent the spread of the most
worrying superbug, meth-icillin-resistant Staphylo-
coccus aureus, or MRSA:
wash your hands.Its an old truth: bacteria dont like hygiene.
In her research, Gould has developed a sys-tematic approach to how people wash their
hands and maintain hygiene, especially inBritain.
British hospitals are so dirty that if yousimply touch something, you run the risk of
getting bacteria on you, she says. You canwash your hands, but as soon as you touchsomething, youre dirty again. And thereslittle awareness of this.
In a case that received attention inBritain, a man was infected with MRSA
bacteria after having undergone a rou-
tine operation. The bacteria could notbe stopped and his leg had to be ampu-
tated.What is ironic is that he had worked as
a cleaner at the hospital for 15 years andhad instructed colleagues how to clean toget rid of MRSA.
Studies that examine the prevalence ofMRSA place Britain high on the list, while
the Nordic countries and the Netherlandscome in far lower. But this is a serious andgrowing problem everywhere. In Sweden,for instance, 1,058 cases of MRSA infec-tion were reported last year, according tothe Swedish Institute for Infectious Dis-ease Control. Thats almost three times
as many as in 2000. In the US the num-ber of reported MRSA infections was
125, 000 last year, according to APIC(theAssociation for Professionals in InfectionControl and Epidemiology).
The spread of MRSA is thought to belargely the result of doctors prescribing
d
Nearly 80 years after the discovery of antibiotics,hospitals and scientists are struggling to come togrips with bacteria that have developed resistance.Known as superbugs, theyre a source of growingconcern and claim the lives of thousands of peopleeach year. If antibiotics cant stop them, what can?TEXT JOHAN RAPP PHOTO JENS HLLQVIST
6*SCA SHAPE[3*2007]
WASH YOURHANDS
8/7/2019 SCA magazine SHAPE 3 2007
7/36
To avoid spreading bacteria in
hospitals, personnel should wash
their hands every time they touch
a patient or do anything nearby.
Theoretically, they should do this as
many as 36 times an hour.
British hospitals are so dirty thatif you simply touch something,
you run the risk of getting bacteria on you
antibiotics for many years for the slight-est symptom, often unnecessarily. Alex-
ander Fleming, who discovered antibiot-
ics in mold in the 1920s, warned early onthat bacteria have a propensity to become
resistant. Therefore, antibiotics must be
used selectively and with restrictions. To-day doctors and others involved in public
appeals as well as lobbyist groups warn
that antibiotics are still being sold over
the counter in a number of countries, likeSpain and Greece; that antibiotics are be-
ing used in animals consumed by people;and that the pharmaceutical industry is not
developing new antibiotics. Most antibiot-
ics were developed before 1980.
The industry would rather developdrugs that are more profitable to invest in,
such as for diseases that require extensive,
even lifelong treatment not a one-week
treatment, which is the case with antibiot-
ics, says Otto Cars, professor of infectious
diseases at Uppsala University and chair-
man of the international network against
antibiotics resistance ReAct.
THE WORK WITH HYGIENE is one ofthe most important pieces of the puzzle
in the fight against MRSA.
Theres a lot to be done here, many
lives to be saved, Gould says.MRSA bacteria are found in every pos-
sible place. Some cases of illness comefrom the growth in travel, especially to
poor countries with dirty water. But inthe West, people run the greatest risk of
getting infected in hospitals.
[3*2007]SHAPE SCA*7
8/7/2019 SCA magazine SHAPE 3 2007
8/36
SHAPECOVER
That hospitals themselves are breed-
ing grounds is due to the fact that bacte-
ria are found in the same place as peoplewith weakened immune defenses, who have
needles inserted in their body or who havewounds that are healing. Other people in
the hospital, doctors and nurses, do not
run the same risk of being infected. Nor
do visitors.The bodys best defense is keeping the
skin intact. As soon as you create an open-ing, bacteria can enter, Gould says.
In hospitals, the important thing is to
minimize the number of bacteria and tothe greatest degree possible limit the trans-
fer of bacteria that are found. One of the
most important measures is to have hospi-tal personnel wash their hands at the righttimes.
How often?In principle, every time they touch the
patient or do something near the patient,she says. In my dissertation, I compared
how often personnel washed their hands
in two hours with how often they shouldhave done so following a stringent defini-
tion. Theoretically, they should have doneso 72 times. Thats clearly not possible,
but it says something about how peoplewould be forced to act to avoid any spreadof bacteria through bodily contact. In real-
ity, procedures are based on washing before
touching a wound and before touching aninstrument that will be inserted into thepatient, like a drip needle. That means in
general a couple of times per patient, de-pending on the treatment.
ONE PROBLEM in many places is work-
ing conditions. Gould says hospital workcan be so stressful and employees so
pressed for time that hygiene procedures
fall by the wayside. Thats one reason why
people now use alcohol to wash them-
selves. You dont have to go to a sink andyou dont have to dry your hands after-
wards, since alcohol evaporates quickly.Alcohol kills bacteria, but not bacteria
spores, Gould says. So its important
to also wash with soap and water. If you
wash your hands with water, you dry them
with a paper towel. Paper is good because
FACTS ABOUT MRSA
Yellow staphylococcus (Staphy-
lococcus aureus, or SA) is one of
the most common bacteria in our
environment. Most of us carry
these bacteria at some point in our
lives, usually in our nose, in our
mucous membrane or on our skin.
One type of yellow staphylococ-cus, methicillin-resistant Staphy-
lococcus aureus (MRSA), has
developed resistance to penicillin
and, when passed on, can lead to
serious infections. Treatment can
be provided by only a limited num-
ber of very expensive intravenous
antibiotics which have serious side
effects. MRSA is spread mainly in
and between medical institutions
and has quickly become by far the
greatest problem in health-care
hygiene throughout the world
today. The bacteria can causefestering infections to wounds
and lead to dangerous infections
in hospitals, for example after an
operation.
Source: The Swedish Institute for Infec-
tious Disease Control
It is good to dry your hands with
a paper towel because it re-
moves skin particles from your
hand that can contain bacteria.
Beautiful but dangerous. A
picture of MRSA bacteria.
8*SCA SHAPE[3*2007]
8/7/2019 SCA magazine SHAPE 3 2007
9/36
HE WARNED ABOUT BACTERIA
The Scottish
doctor had seen
young men die
as a result of
relatively simple
bacteria infec-
tions in field
hospitals during the First World
War. In many years of research,
he tried to develop a means that
could stop infections.
He was close to giving up. But
one day in 1928, when he was
disinfecting petri dishes where
he had been growing bacteria,
he saw mold in the dish. That in
itself wasnt unusual. His labora-
tory was well known for being
messy, and things were stackedup in the sink. The strange thing
was that the bacteria were dead
where the mold was growing.
He had discovered an antibiotic.
Alexander Fleming analyzed the
mold and found that it was from
the penicillium family.
Two other scientists, Howard
Florey and Ernst Chain, contin-
ued Flemings work by develop-
ing, among other things, meth-
ods for the mass production of
penicillin. In 1945, the three were
awarded the Nobel Prize for hav-
ing developed this miracle drug
which has saved millions of lives.
However, Fleming sounded an
early warning. He had observed
that bacteria could become
resistant if too little of the drug
was used for too short a period.
He traveled around the world
focusing attention on the riskthat the sloppy use of antibiotics
would lead to the development
of resistant bacteria.
it removes skin particles from your handthat can contain bacteria, she adds.
Bacteria protect themselves by sur-rounding themselves with a case made of
spores. Under favorable conditions, the
spores can once again become active bac-teria. One example is the bacterium Clos-
tridium difficile or C-diff. It is typicallyfound in hospitals because it develops as
a result of treatment using antibiotics.C-diff leads to long-term diarrhea. Lastyear, 55,634 cases of C-diff were report-
ed in British hospitals, according to Brit-ains Health Protection Agency. That was
an increase of 25 percent over 2004.
MRSA-related illnesses are difficultto fight, but not impossible. The old pre-
scription, hygiene, still holds. Gould andmany others are conducting an unre-lenting fight to establish procedures andawareness in hospitals to block the bacte-
ria, which are becoming one of the great-
est threats to human health.
MRSA IN EUROPE
In Europe, the highest prevalence of MRSA
bacteria in hospitals is in Romania, Cyprus
and Malta. Britain also ranks high on the list .
The Nordic countries and the Netherlandshave the lowest prevalence.
The statistics, from 2005, are from the
European Commissions surveillance body
EARSS, the European Antimicrobial Resis-
tance Surveillance System.
The diagram indicates the prevalence of
resistant bacteria by showing the percent-
age of resistant staph bacteria (MRSA) rela-
tive to the number of total staph bacteria.
[3*2007]SHAPESCA*9
8/7/2019 SCA magazine SHAPE 3 2007
10/36
SHAPE COVER
Each year millions of people around the world
suffer from food poisoning caused by poor hy-
giene. Wolfgang Mller teaches young future chefs
how to keep their kitchens clean. He bans dish-
cloths and encourages the use of paper instead.
TEXT PETRA LODN PHOTO SCA
PAPER WIPES
BEST IN KITCHEN
ROUGHLY HALF of all people who getfood poisoning contract it at home. But only
a small fraction of the cases are reported be-
cause its difficult to trace the source of the
problem to food and food preparation.
Most people who get food poisoning
develop a stomach ache and diarrhea. Buteach year some 5,000 people are admitted
to hospitals in the US alone because of ill-nesses that can be traced to bacteria asso-
ciated with food preparation, and a small
percentage of those affected suffer problemsfor the rest of their lives.
Wolfgang Mller teaches at a school for
chefs in Helsingborg in southern Sweden. Hy-
giene is an important subject at the school,he says, and he wants more people to learn
about it, not just those who plan to work in
kitchens. The public has alarmingly little
knowledge about the subject, he believes.
We teach students how to keep thingsclean, about bacteria and viruses, illnesses
and food poisoning, and we do practicalexperiments with bacteria so that the stu-
dents can see what happens when bacteria
attacks food, Mller says. Then its seri-
ous. Its interesting for them to see what re-
ally happens.Getting a stomach ache and diarrhea is
not just unpleasant, he says. Poor hygiene
in the kitchen can be expensive. Food thatisnt handled properly and goes bad has to
be thrown away.
At the restaurant school, Mller plac-
es great emphasis on establishing properprocedures early on, and he is strict about
making sure these procedures are followed.For instance, no one can enter the kitchen
Here are some common bacteria
that can appear in your kitchen:
AEROBIC BACTERIA: Not
dangerous but foul-smelling and
found by the hundreds of mil-
lions in every dishcloth.
CAMPYLOBACTERIA: Can be
found in products like poultry
and pork as well as unpasteur-
ized milk.
E-COLI: Bacteria found in the
intestine and spread if people do
not wash their hands thoroughly
after going to the bathroom.
ENTEROBACTERIA: Very com-
mon bacteria found in soil and
peoples intestines that disap-
pear when food is cooked.
SALMONELLA: Found in infected
raw meat but disappear when
food is cooked.
STAPHYLOCOCCI: Frequently
found on peoples skin, but only
a few species cause illness.
YOU ARE NOT ALONE IN YOUR KITCHEN
10*SCA SHAPE[3*2007]
8/7/2019 SCA magazine SHAPE 3 2007
11/36
We never use dishcloths,only paper. Everywhere,
for the cutting boards,countertops everywhere.
A FEW TIPS FROMWOLFGANG MLLER:
Practice good hand hygiene.
Make sure cutting boards are
washed thoroughly. Wooden
boards are best because they are
easier on knives. They should be
washed with dish soap but not in
hot water because they dont holdup under high temperatures.
Heat food properly, preferably over
80C (175 F), and cool leftovers
quickly. Food should put be in the
refrigerator within four hours, but
dont cover food until its completely
cooled off.
A FEW RULES FORKITCHEN HYGIENE:
Wash your hands ...
...when you start to prepare food
...when you switch to another task
...when you blow your nose
...when you touch your skin or hair
... and obviously when you go to the
bathroom
Your nails should be clean
Avoid wearing a watch or jewelry on
your hands and arms
Change cutting boards and wash
your knives when you switch be-
tween meat and vegetables
You can wash your dishwashing
without first washing carefully, all the way
up to their elbows.
Dishcloths are banned in the restau-
rant, says Mller. We never use dish-cloths, only paper. Everywhere, for the cut-
ting boards, countertops everywhere.
Ive never seen dishcloths anywherebut in Sweden. In the rest of Europe and
the US, they use paper. Its really rathersurprising. I grew up in Germany. They
use paper there.
Future chefs learn how to
clean their kitchen with pa-
per. During their studies they
also learn through practical
experiments what happens
when bacteria attack food.
Wolfgang Mller teaches at a school
for chefs and thinks that hygiene is an
important subject at the school.
[3*2007]SHAPESCA*11
8/7/2019 SCA magazine SHAPE 3 2007
12/36
SCA IS HELPING to educate its cus-tomers about hygiene, with particular
focus on those who work with childrenand old people. In these workplaces it is
increasingly common to find that employ-
ees with little or no training in healthcareare in charge of tasks that require very
high standards of hygiene.
Peoples hands are the number one cul-prit in spreading infection, says Yvonne
Norln, head of products and marketingat SCA Tissue Europe. The easiest thing
to do is to wash your hands to preventpassing on bacteria and viruses that can
cause illnesses.Many people take great care to lather
up with soap, but Norln says the next
part of the process is more crucial. Themost important step is drying your hands
thoroughly, she says. If people dry their
hands on a towel made of cloth, theres a
big risk that theyll pass bacteria on to the
next person. Microorganisms thrive on a
damp towel. Paper is the best solution.Along with providing instruction, SCA
also carries out hygiene rounds at cus-tomers places of business. These entail
visiting the customers and assessing theirneeds as well as recommending steps to
improve hygiene.In restaurants, cooks use a towel that
they attach to their waist and wipe off ev-
erything imaginable, Norln says. We say,Throw it away. Every surface in a kitchen
should be dried off with disposable towels
to maintain good hygiene.
PETRA LODN
SHAPE COVER
YVONNE NORLNSTIPS:
It is extremely important to washyour hands before and after eatingor visiting the restroom. This is thecase at home, at work, at school, in arestaurant everywhere.
Daycare centers should have chang-ing pads to change diapers on, and theyshould keep a supply of tissues handyfor runny noses.
In healthcare establishments, it isimportant that employees wash theirhands when they move from one pa-tient to another or start a new task.
Office workers should also wash theirhands more often before and afterlunch and after visiting the restroom.Far too many people come to workeven though theyre sick.
At home, the dishcloth is the biggestculprit. A good paper towel works justas well you can wipe things up and drythings off, wring it out and dry somemore before you have to throw it away.
SCAS HYGIENE PATROL
EASING STRAINS ON OLDER PEOPLE Among the elderly, incontinenceis often accompanied by skin prob-lems that result from the inabilityto stay clean and dry. SCAs servicepackage TENA Services includesskin care products and washclothsalong with incontinence protec-tion. Workers in geriatric care areinstructed in hygiene as it relates to
incontinence care.We provide support for health-
care employees in terms of washingprocedures and personal hygiene,says Bjrn lsns, category mar-keting manager for incontinenceprotection. The aim is to ensure thatolder people are given safe, humanetreatment and that employees learn
to treat older patients who sufferfrom incontinence in a simple, secureway. In the final analysis, its a ques-tion of consequential costs, such ascosts related to skin problems, as wellas providing a high quality of life.
SCA currently offers this conceptin Europe, North America, Japan andAustralia.
...e orean atereati ...atervstn te...e orestartnganew
N.B!!!
12*SCA SHAPE[3*2007]
8/7/2019 SCA magazine SHAPE 3 2007
13/36
[3*2007]SHAPESCA*13
Bend down.
Tear open box.
Take two packs.
Place on shelf.
Bend down.
Take two packs.
Place on shelf.
Bend down.
Take two packs.
Place on shelf.
Tear open box.
Place on shelf.
For Retail Ready Packaging thats easy to find, easy to merchandise and easy to see on
shelf, look no further than SCA OneTouch. With our comprehensive supply chain audit and design
service, well help you develop the right solution for your brand to minimise handling
and maximise sales. If you want to make things easier, well make all the difference
For more information simply call 0162 2 79 33 76 or email [email protected]
R R E TA IL R EA DY PA C K A G IN G. I T S E A S Y TO G E T I N TO.
.
8/7/2019 SCA magazine SHAPE 3 2007
14/36
TREND
14*SCA SHAPE[3 *2007]
Scotch whisky, according to many of its aficionados,contains the distilled essence of a proud and noblecountry. The whisky is made to exacting standards,and just as much precision goes into its packaging.
The right picture can
transport the viewer to the
shores of a silent Highland
loch.
MANY PEOPLE BELIEVE that Scotchwhisky offers the very spirit of Scotlandin a bottle, so it is hardly surprising that
marketing for the national drink is con-stantly reaching new heights. The mostattractive images in a country renowned
for glorious scenery are combined withthe highest-quality graphics to promiseinstant transport from the streets of Los
Angeles, Moscow or Beijing to the shores
of a silent Highland loch.In an industry that lives and breathes
tradition, ironically, little is taken forgranted and everything is open to review.After all, Scotch accounts for about 3.5
billion euros in exports annually to 200countries. Years ago, managers for theiconic Johnnie Walker brand thoughtlong and hard when they took the stepof reversing the direction in which thedapper gent walks. Now he goes fromleft to right, making him seem to stride
forward.Even the concept of the traditional
round tube shipped in a square case is
changing. Glenfiddich, one of Scotlandsbest-known single malt whiskies, is thisautumn introducing revamped packag-ing for top brands that features a trian-gular tube.
Liz Hodson, global brand manager for
Glenfiddich, owned by William Grant &Sons Distillers Ltd, explains: Packagingis the one thing that touches all our con-
sumers around the world, so its a reallypowerful way to communicate Glenfid-dichs unique and distinctive image. Wecommunicate the unique provenance andheritage of Glenfiddich by showing thestag in the valley (Glenfiddich means Val-
ley of the Deer) and through the stories
we tell on the tube, the bottle and the leaf-
let inside the tube.
When developing the new Glenfiddich
packaging, we spoke to thousands of con-
sumers around the world. We know fromthem that they get the quality cues from anumber of elements, from the embossed
medallion on the bottle neck to the corkstopper and the details and layering in the
graphics for example, we have mirroredthe valley detail from the outer tube on the
neck label of the bottle.
8/7/2019 SCA magazine SHAPE 3 2007
15/36
Nearly half the cartons made by
SCA Packaging in Scotland are for
Scotch whisky. Its a significant
part of our business here in Scot-land, explains Richard A. Sharp,
managing director of SCA Pack-
aging Scotland. We are here be-
cause the whisky industry is in
Scotland. Indeed, to be sold as
Scotch whisky the product has to
be bottled in Scotland, and tradi-
tion and practicalities extend that
to packaging. SCA helps world-
class market leaders such as Di-
ageo and William Grant & Sons
to ship what the Scots call our
equivalent of Champagne safe-
ly and environmentally soundly.
The industry allows little margin
for error, but is highly demanding
in terms of quality and service. A
carton costing less than one euro
and made of 75 percent recycled
material protects whisky that can
be worth 500 euros. Cartons have
to be optimized for strength and
minimized for cost and use of
materials. These are high-value
products being exported all over
the world, and part of our job is to
ensure they are in perfect and
pristine condition when theyarrive, Sharp says.
To minimize storage costs and
space, boxes can be made at a
pace of up to 13,000 cases an hour
and shipped within a day or two of
the time an order is received. We
need to make sure our boxes run
through their product lines without
causing any delay, he adds, noting
tolerances are close when packing
600 bottles a minute.
Other famous Scottish products
include shortbread, mineral water,
porridge oats and haggis (minced
sheep organs, beef and oatmeal
mixed with onion and spices in a
sheeps stomach). SCA provides
packaging for Walkers shortbread,
Highland Spring water and Quaker
Oats, but haggis is left to local
specialists.
BOXING CLEVERNothing is left to chance with one ofthe best-known brands from the tradi-tional Scottish producer. Substrates,
graphics, varnishes, color, embossingand copy all work to communicate with
the consumer, Hodson says. Glenfid-dich is very proud of its Scottish heritage,
but it was important to us to not have achocolate-box, stereotype view of Scot-
land. So the chance of seeing the Loch
Ness Monster on a bottle of Scotch isabout the same as seeing the monster in
Loch Ness.
SCA has a major role in this marketing
process by interpreting carefully honedimages in a high-quality form on car-
tons. This is not a brown box that just
says This side up, explains Richard A.Sharp, managing director of SCA Packag-
ing Scotland. We must have good print-
ing skills and machinery that allows us toprint three, four or five colors and print
them accurately.
Quality, precision and faithful interpre-
tations are crucial because cartons are de-
signed for easy opening and point-of-saledisplay. Potential buyers, therefore, might
[3*2007]SHAPESCA*15
A tube and a bottle that
feel like Scottland. Did you
know that Glenfiddich
means Valley of the Deer?
Glenfiddich is very proudof its Scottish heritage, butit was important to us tonot have a chocolate-box,
stereotype view of Scotland.
see more of the carton than of the bottle.In the end, however, marketing must be
secondary to the contents. Charlotte Hal-
liday, marketing manager for the Scotch
Malt Whisky Society, says the society ex-
tended packaging boundaries recently
when it teamed up designers and writersto create labels inspired by the contents of
the bottle. Some very beautiful designs
resulted, she explains, but if the soci-
ety spent too much on overly complex or
flashy packaging, our members probably
wouldnt be too happy.CHAD NEIGHBOR
8/7/2019 SCA magazine SHAPE 3 2007
16/36
TREND
16*SCA SHAPE[3*2007]
WEVE ALL BEEN frustrated at somepoint by a package that seems to requirethe intelligence of an astrophysicist andthe strength of Superman to open. While
most of us only find it mildly aggravating
to sweep up a kitchen floor full of rice ordried pasta after the tear strip came offand the package slipped out of our hands,in Europe alone there are 60 million to 70
million people with reduced hand function
who cant do it at all. Its mainly women and
older people who make up this group, andnot just those who suffer from arthritis.
A study carried out in the fall of 2003by the Swedish Rheumatism Associationshowed that the availability of devices for
opening packages is consistently poor.Not only do many packages require greatstrength to open, but packages often have
unnecessary double inner and outer seals.
The perforated pouches in plastic and pa-per packaging are often too small.
People with reduced grip force donthave a chance to open the package, saysLeif Hansson, the associations head of
development. They quite simply cantget their weak fingers under the flaps.
In 2005, the Efficient Consumer Re-
sponse Group, together with major grocery
store chains like Tesco in Britain and Carre-
four in France and various European pack-
aging companies, developed a checklist of
criteria that included ease of opening.The requirements for the different
functions of a package must be weighed
together, says Magnus Renman, head of
strategic product development at SCA. If
we make a box thats really easy to open
for the store, it can fall to pieces whenits handled in the warehouse. There are
many kinds of solutions that are easy to
open everything from different traditional tear openings made of cardboard
to more advanced opening devices likelocks with magnets.
SCA is developing packaging solutionstogether with its customers at seven design
centers using a structured working proce
dure. Within a year, there will be some 20design centers throughout Europe.
Besides transportation packaging, SCA
manufactures what is known as primarypackaging, or consumer packaging, for
such items as laundry detergent, cognac
and perfume. One type of solution is teartape. A more advanced solution divides
the package in two when it is opened. The
second type costs a little more for custom
ers but can be used to increase sales or inimage campaigns.
8/7/2019 SCA magazine SHAPE 3 2007
17/36
SCA PACKAGING
AIMS TO MEET
CUSTOMERS NEEDS
Transportation packaging ac-
counts for 70 to 80 percent ofSCAs packaging. Customized pack-aging solutions are developed incollaboration with the customers,
such as major brand owners likeUnilever, Nestl and Kraft Food.Developing solutions largely
entails providing packaging solu-tions for the distribution chain.First, the product is given a goodlook what does it stand for, andwhat are its characteristics?
Next come the functional re-quirements the customer places ontransportation packaging in termsof lifting, filling and sealing. Werea pretty integrated part of our cus-tomers distribution chains, saysMagnus Renman, head of strate-
gic product development at SCA.Among other things, we help todevelop machinery that will putthe products in our packaging.
The point is to optimize the useof loading pallets and make surethat the packaging can be par-celed out quickly in wholesal-ers warehouses. Ideally, the bestthing would then be to convertthe packaging into a store dis-play in one simple operation.
Weve all been frustrated at somepoint by a package that seems to
require the intelligence of an astrophysicist and
the strength of Superman to open.
[3*2007]SHAPESCA*17
The requirements for the
different functions of a
package must be weighed
together. If the box is really
easy to open for the store,
it can fall to pieces when its
handled in the warehouse.
MORE ADVANCED OPENING solu-tions are often made only for select prod-
ucts, where the brand owner wants to in-vest in better, more expensive solutions,
such as for cell phones, Renman says.The packaging industry is working ag-
gressively to find alternatives, he adds.
Its not the ideas themselves that are theproblem, Renman says. We see opportu-nities and can develop solutions for pack-
aging that is easier to open.That usually means that the cost goes
up by a few pennies per package, and largevolumes mean that brand owners still think
the solutions are too expensive.They spend a lot of money on develop-
ing their own products, and unfortunately
packaging often comes up only at the endwhen the product is finished, Renman
says. Brand owners should probably also
start to think more about the needs of theend customer. BOEL HALLDN
8/7/2019 SCA magazine SHAPE 3 2007
18/36
TRENDTREND
MOST MARKETINGdivisions wanttheir products to be seen as eco-friendly,
and there are some that claim their prod-ucts are green simply because they say
they are, says Scot Case, vice president
at Terrachoice Environmental Marketingin Pennsylvania, US.
Case objects to these vague environmen-
tal claims. He has worked with environ-mental issues for 15 years and thinks that,
for a product to be credibly eco-friendly, itshould be certified by a third party show-
ing that standardized criteria have beenmet. Examples of this type of eco-labelingare EcoLogo in North America and the EU
Flower, Swedish Swan and German DerBlaue Engel (Blue Angel) in Europe.
Case thinks it will be many years before
we get a globally standardized eco-label-ing system. However, several national eco-labeling organizations are already collab-
orating in the global network GEN, and it
is fairly easy to get an approved product
certified according to another countrys
labeling system.It would be good to have a common
standard for both producers and consum-
ers, Case says.Kerstin Sahln, who works at SIS
Miljmrkning with the EU Flower, likewise
believes that a worldwide environmental la-bel will not be available for some time.
There are excellent, smoothly func-
tioning national systems in most Euro-
Many people have surely felt confused at the grocerystore when theyre trying to choose products withthe least impact on the environment. No globallystandardized eco-labeling system exists, and it willprobably be a while before such a system is in place.But progress is being made.
pean countries, Sahln says. The EUFlower is a nice complement to these wehelp each other.
The EU Commissions eco-labelingunit oversees the EU Flower. The Com-mission will soon revise the regulations
that govern work on the EU Flower. Thework on eco-labeling has not proceeded
as quickly as we would have liked, so the
Commission is discussing a change in its
work routines, Sahln says.
THE EU FLOWERwas launched in 1992,
and today it applies to 23 different cate-gories of products and services. To date,
more than 400 companies have applied tohave their products or services approved by
meeting the criteria for the EU Flower.A second type of labeling considered
to be of great interest is what is known asan environmental product declaration, or
EPD. This is a kind of ingredient list inwhich the entire life cycle of the product
is assessed. Every environmental impact
that a product entails is identified, andthen it is up to the consumer to determinewhich product is best, or worst, for theenvironment.
Every step in the life cycle of a product
is to be included from raw material ac-quisition to production, transportation,
use and disposal.
The best way today to summarize theoverall environmental impact is to make
18*SCA SHAPE[3*2007]
8/7/2019 SCA magazine SHAPE 3 2007
19/36
life-cycle assessments, says Susan Ilief-ski-Janols, head of environmental andproduct safety at SCA Personal Care inGothenburg, Sweden. The environ-mental impact is summarized in impactcategories that really describe our mostserious environmental threats today, in-cluding global warming. The advantage
of EPD is that consumers and customers
get a complete environmental assessmentand can make their own choices.
As in many other places, debate onthe environment has intensified in theUS in recent years. It started with chemi-
cal companies, but now companies in ev-
ery product area want to call themselveseco-friendly.
The eco-labeling field has virtual-ly exploded, says Cindy Stilp, seniormarket segment manager at SCA North
America. Its a challenge both for sellers
and for customers to keep up. Everyonewants to be in on it, but its hard to know
whats what.SCA Tissue North America has chosen
to work with EcoLogo because this typeof label is most widespread. EcoLogo is
the oldest eco-labeling system in North
America. The label includes 150 differ-ent product categories, and some 3,000
products from hundreds of companiesare certified.
For those who are puzzled about whichproduct is most eco-friendly, it can behelpful to think about how much carbon
dioxide is emitted. You can calculate your
carbon footprint by visiting the Web site
www.carbonfootprint.com.
PETRA LODN
The eco-labeling field has virtually ex-ploded. Its a challenge both for sellersand for customers to keep up.
SCA BEST BY WWF
FSC is an international organization
that works for more responsible forest
management. All of SCAs forests and
all wood delivered to SCAs plants and
sawmills are FSC-certified or meet FSC
criteria for certified wood. This means
the wood does not come from contro-
versial sources and the company be-
haves in a socially responsible way. The
World Wide Fund for nature, WWF, sup-
ports FSC. According to the groups
own investigation, SCA has achieved
the best results among the worlds larg-
est tissue manufacturers. SCAs tis-
sue is stamped with the WWF panda.
PHOTO:GETTY
IMAGES
Which eco-label is
good for what? Con-
sumers are looking
forward to a global
standard.
[3*2007]SHAPESCA*19
TYPE I Environmental labeling:
Companies can apply to have their
products stamped with an environ-
mental logo when they meet certain
criteria developed by an indepen-
dent organization. The criteria, such
as a given quantity of emissions
or energy use, vary depending on
product category. Examples of la-
bels include EcoLogo, the EU Flow-
er, Swedens Swan and Germanys
Der Blaue Engel (Blue Angel).
TYPE II Self-declared environ-
mental claims, such as claims
from the manufacturing com-
pany that a product is recy-
clable or can be composted.
TYPE III Environmental declara-
tion: A declaration of a products
impact on the environment from
cradle to grave based on an objec-
tive life-cycle assessment. Contains
quantifiable environmental data on
a products life cycle and is verified
by an independent organization.
THREE TYPES OF ECO-LABELING
8/7/2019 SCA magazine SHAPE 3 2007
20/36
PROFILE
20*SCA SHAPE[3*2007]
KATHRYN LLEWELLYN, the campaigns
manager of ACTSA, finds a way to help
poor women meet their hygiene needs.TEXT ANNA MCQUEEN PHOTO EVA EDSJ/VOL
t World Water Week, an annual globalgathering that took place in Stockholm
in August, more than 2,000 expertsagreed that every government on the
planet has room for improvement in
its water resource management. One person who
would wholeheartedly agree with this statementis Kathryn Llewellyn, the campaigns manager ofAction for Southern Africa, or ACTSA. Having left
Wales to complete her International Developmentthesis on Womens Rights at London University,Llewellyn started work at ACTSA in 2005, primar-
ily because of her personal interest in womens andchildrens rights in the region. She is so motivated,indeed, that she also founded her own charity, run
with the assistance of her family back in Wales, tohelp African children in need.
Springing out of the former anti-apartheid move-ment, ACTSA the trade union-funded group forwhom she works now lobbies the British govern-
ment for policy changes across the whole of south-ern Africa. Though its remit includes many prob-lem-rich, publicity-poor countries like Swaziland
and Malawi, Llewellyn, like the Water Week experts,is acutely aware of the need to prioritize her resources.Her organization has only five employees, who be-tween them are trying to raise awareness about prob-lems stretching across half a continent. Assessingareas of greatest need is therefore a key task.
At a trade union congress in South Africa in2005, it emerged that the country with probablythe greatest current need for assistance is once-pros-perous Zimbabwe. The former director of ACTSA
asked its union leaders, including a woman sportingan immense black eye, how ACTSA might best helpa country now burdened with 1,700 percent infla-
tion, water shortages, hygiene issues and 80 per-cent unemployment. The direct ask of ACTSAsZimbabwean partners was to address the national
shortage of sanitary towels. There had been no sup-ply for seven years, and even if they had been avail-
able, one packet of sanitary towels would now costa local woman half of her monthly salary. The blackeye, it turned out, was a ruling-party reaction to awomens street demonstration in Harare about this
very issue, among others.
a
MAKING A
DIFFERENCEIN ZIMBABWE
Bodyform has now given enough moneyto buy a quarter-million products fromthe manufacturer in Zimbabwe.
8/7/2019 SCA magazine SHAPE 3 2007
21/36
[3*2007]SHAPESCA*21
When asked
to supply
emergency
sanitary towels
to Zimbabwe,
ACTSA initially
imported the
goods from
South Africa.
But when the
group was forced to pay onerous
import duties, it had to change tack.
A local union member knew of a
manufacturer whose factory had
been forced to close down, since
no one had the funds to buy the
products. The British trade unions
then donated enough money toreopen the factory, which now
employs entirely local people
although it has to import the
cotton from South Africa, as none
is being produced in Zimbabwe.
At the start of the campaign, no
British womens magazines would
cover the story as it was considered
unsexy, Llewellyn says. But after
a smattering of celebrity support, a
relationship began to build up with
Bodyform (SCAs brand for towels
and panty liners in Britain), who
soon decided to become heavilyinvolved. Thanks to their generos-
ity, 250,000 free packs of sanitary
towels have now been distributed
across Zimbabwe, with regional
campaigns targeting all women and
girls between the ages of 15 and 40.
Bodyform has now given enough
money to buy a quarter-million
products from the manufacturer in
Zimbabwe, says Llewellyn. To be
honest, weve been surprised at just
how ethical theyve been. Were pri-
marily a trade union organization,
and we have to choose our partners
very carefully. They have to be ethi-
cal, unionized and environmentally
conscious, and Bodyform fulfilled
all those requirements. Whats
more, theyve never requested that
we import their own products or
that we brand their logo onto ours.
Theyve also engaged in extensive
PR campaigns in leading retail
outlets on our behalf. Basically,
theyve been really, really good.
SCAS BODYFORM
HELPS WOMEN IN
ZIMBABWE
PHOTO:GETTY
IMAGES
8/7/2019 SCA magazine SHAPE 3 2007
22/36
22*SCA SHAPE[3*2007]
PROFILE
women of Zimbabwe will be able to put sanitarytowels back on their shopping lists, as we dont en-
visage the situation in the country turning around
for at least another four years, Llewellyn says. And
yet for the Zimbabwean trade unions, this particu-lar campaign has really made a difference. They feel
that it has stripped away the internal politics andthat a window has finally opened for them onto theworld that someone out there cares. Together, the
lady with the black eye, ACTSA and a host of gener-ous donors have somehow managed to restore some
level of hygiene to Zimbabwes women and girls,
and thereby give them back their dignity.
ACTSA has never been in the business of sup-
plying goods it merely spearheads political cam-
paigns. Llewellyn, however, felt that this must sure-
ly be the place to start. The combination of a lack
of water, the use of inappropriate materials anda general lack of hygiene was toxic and had led to
gender segregation, serious medical complicationsand domestic violence. And yet no one had everdiscussed it. Robert Mugabe was undoubtedly
a liberation struggle hero, says Llewellyn, refer-
ring to Zimbabwes long-entrenched leader, andit took a long time for anyone to dare to voice any
concerns about his regime, let alone such delicate
ones.The current ACTSA wish list, as defined primar-
ily by the local unions, includes lobbying the Euro-pean Union to prevent Mugabe from attending an
Africa-EU conference in Lisbon in December. The
Zimbabweans feel that their current leader should
not be given an international platform when hedenies them a national platform on a daily basis.
ACTSA would also like to see the formation of a
single unified womens agency within the United
Nations. In an ideal world, the group would like tocreate a cohort of monthly givers so that the gapbetween need and supply never collapses quite so
calamitously again.Of course, its going to be a while before the
RobertMugabe wasundoubtedlya liberationstrugglehero, and ittook a longtime foranyone to
dare to voiceanyconcernsabout hisregime, letalone suchdelicateones.
NAME: Kathryn Llewellyn
AGE: 26
BORN: Swansea, South Wales
LIVES: London
EDUCATION: Masters in Interna-
tional Development manage-
ment at the centre for develop-
ment studies, Swansea
University.
CAREER: Since 2005, acting
director for Action for Southern
Africa, or ACTSA.
THINGS THE WESTERNWORLD COULD DO FOR
AFRICA, ACCORDING TOKATHRYN LLEWELLYN :
Show solidarity.
Publicize the problems globally.
Dont dwell on internal politics
concentrate on the human suffering.
Dont impose Western
values on inappropriate places.
Always employ local people and
products where possible.
Dont put locals at risk.
8/7/2019 SCA magazine SHAPE 3 2007
23/36
[2*2006]SHAPESCA*23
8/7/2019 SCA magazine SHAPE 3 2007
24/36
lue skies, swaying palmtrees and a sparkling sea an expansive beach canbe seen in the distance. Ifyou come a little closer
you hear the waves breaking, and whenyou get right up to the giant display, sixmeters long and two meters high, you canalso see a number of postcards printed on
the picture. If you put your hand on one of
them, youll hear a brief description of thatparticular destination from a voice coming
right out of the paper.
This talking display was developed by
researchers at the Fiber Science and Com-munication Network, a part of Mid Swe-
den University in Sundsvall. The aim isto show what can be done with fourth-generation paper by using a working pro-
totype.
We got the term from the simple obser-
vation that the first widespread use of pa-per material was graphic paper you could
even imagine papyrus, says Mikael Gul-liksson, project manager at the network.
From that perspective, the second gen-
eration of paper came when people start-
ed to develop paper grades for packagingand similar purposes. The third genera-
tion was when paper took on the role of a
hygiene product the creping that madepaper soft was a major breakthrough.
So then we asked ourselves what thefourth generation of paper is in light of
the three previous ones, Gulliksson says.And toward that aim, we started a proj-ect involving an interdisciplinary group of
some 20 researchers.
THE PROJECT ,which is financed by theEU and supported by SCA as well as thecounty administrative board of WesternNorrland, has led to developments in-cluding the gigantic display with its pic-ture of a beach in South Africa.
We wanted to make a display thatworks at a distance, like big displays aresupposed to, but also close up by attract-
ing people to it and getting them to inter-act with the display, he says. It was anexciting challenge that involved graphicdesigners, researchers in electronics andmedia studies, and industrial designers.Weve developed this screen together.
The body of the screen is made ofa material, consisting entirely of paper,patented by the Swedish company Well-board, Gulliksson says. The sturdy
board material, which resembles parti-cleboard but is much lighter, was to bedesigned into something interesting forthe wall of the display.
Our industrial designers developed
a way to bend it so that it can stand onits own. With a wave-shaped design, youwould also get a couple of spaces on both
sides of the curves where visitors can sitand get information.
The next layer of the display consists of
an electronically functional layer, madeup of printed circuits and touch-sensitivezones. The circuits converge in differentplaces and eventually link up to a sup-porting electronics unit.
This touch-screen technology hasbeen patented by SCA, which is currently
investigating the commercial and produc-
tion technology possibilities, says Folkesterberg, head of external research atSCAs R&D Center and coordinator forSCA Packagings R&D in Sundsvall.
To create a surface that conducts elec-tricity, printing inks are used that contain
mostly silver particles.
These inks are black or gray, whicharent all that attractive, so theres agraphic surface as the final layer, Gul-
TECHNOLOGY
With new interactive functions based ontouch and sound, paper material provides
additional dimensions of communication.Fourth-generation paper is here.TEXT SUSANNA LIDSTRM ILLUSTRATION LEIF BJRNSSON
PAPERtalk to me
b
24*SCA SHAPE[3*2007]
8/7/2019 SCA magazine SHAPE 3 2007
25/36
3
2
1
liksson explains.
In the prototype, the graphic layer con-
sists of different sections. Along with thehuge picture of the beach, there are sec-
tions for art with a gigantic comic strip,
for local information with a flyover image
of Sundsvall, and for music with six dif-
ferent CD covers.
Each surface has a number of touch-sensitive zones in the form of postcards,
CD covers or similar pictograms, which
signal to users that if they put their handthere, something will happen. Directly
linked to these are flat speakers built into
the paper material.The speakers consist of holes in the
wellboard surface five millimeters deep,over which we stretched thin membranes
of aluminum foil, Gulliksson says.That produces good sound. With more
sophisticated technology, the speakers
could also be printed. Quick, inexpen-
sive, efficient and all made of paper.The only thing placed outside the pa-
per product is a tiny electronic box with
sound files and software that controls thedisplay and makes sure that sound is de-
livered to the right speaker.
NEW INTERACTIONS
MEAN MORE VALUE The giant display used as a pro-totype for fourth-generation paperis built on existing technology, andin principle it could be realized in acommercial product at any time,says project manager Mikael Gulliks-son. What still needs to be developedare appropriate business models andproduction methods that are quality-assured.
Folke sterberg, head of externalresearch at SCAs R&D Center, notesthat this type of technology can be
of interest to many of the companyscustomers.
SCA makes large quantities ofinformation boards, portable displaysand other constructions made of pa-per that are used to promote productsin stores, sterberg says. By addinganother dimension of communication,customers will then get greater valueadded. SCA Packaging invests a greatdeal in developing new interactionswith customers in the form of bothpaper displays and packaging.
The talking paper consists
of three layers:
1. Sturdy board, which resemblesparticleboard, makes up thebody of the screen.
2. The electronically functionallayer is made up of printed
circuits and touch-sensitive zones.
3. The graphic surface layercommunicates with the user.
A display that talks to the observer . Each surface has anumber of touch-sensitive zones in the form of post-cards, CD covers or similar pictograms, which signal tousers that if they put their hand there, something willhappen. Directly linked to these are flat speakers builtinto the paper material.
[3*2007]SHAPESCA*25
8/7/2019 SCA magazine SHAPE 3 2007
26/36
SCA INSIDE
26*SCA SHAPE[3*2007]
TORK WINS AWARDThe Tork dispenser series from SCA Hygiene
Products GmbH won the CMS Purus Design
Award in the Technical Category 3, Cleaning
and care products and industrial hygiene
products. The jury said the Tork dispenser
series displays a consistently high level of user-
friendliness presented in an outstanding way.
CMS, which stands for Cleaning Manage-
ment Services, is an international yearly trade
show, and the Purus award has been orga-
nized by Messe Berlin GmbH as part of the
CMS since 2005.
Earlier this year the SCA corporate Web site, sca.com, got a
new look and feel. By the end of 2007 every SCA business
Web site will adjust design accordingly. The first business site
that was launched with a new layout and upgraded content
was SCA Packaging Europe:
www.scapackaging.com
The new Web site is an
important next step in the
sales and marketing
transformation, says Patrick
Verhelst, marketing director
Europe. Together with new
printed materials, we now
have a strong communica-
tion platform from which we
can position SCA Packaging
as a full-service packaging
provider.
SCA PACKAGING LAUNCHES
A NEW WEB SITE
SCA AND STATKRAFT, a Norwegian
energy company, have signed a long-
term agreement on supply of electricityand are to form a jointly owned company
for a major investment in wind power in
northern Sweden. The plans involve pro-
duction of 2,800 GWh of wind powerelectricity per year in seven wind farms.
SCA grants land for the wind power
farms, while Statkraft provides finan-cing. Fully executed, the investment will
be in the range of SEK 16 billion.
Major windpower venture
8/7/2019 SCA magazine SHAPE 3 2007
27/36
[3*2007]SHAPE SCA*27
SCA Hygiene Australia has donated more than USD 80,000 to
the Cancer Council in Australia as part of a unique new initiative
supporting the popular Daffodil Day event.
By releasing a limited edition of specially designed Daffodil Day
eight-packs of Sorbent Designs toilet tissue and Sorbent Thick and
Large 100s facial tissues, SCA will contribute to the Cancer Councils
fund-raising target of more than USD 8 million.
Packaging for both products will feature the signature daffodil,
the international symbol of hope to those affected by cancer, saysJessica Severin, product manager for Bathroom tissues.
SUPPORTINGCANCER RESEARCH
IN AUSTRALIA
THE BOARD OF DIRECTORS of SCA has appointed Jan Jo-hansson, currently President and CEO of Boliden AB, as SCAsnew President and CEO. SCAs Executive Vice President and CFO,Lennart Persson, will be acting CEO until Jan Johansson can takeup his position within three months at the latest.
SCAs Chairman, Sverker Martin-Lf, states: The board sees ma-jor opportunities for SCA to improve profitability and accelerate itsgrowth rate in prioritized markets in Eastern Europe, Asia and LatinAmerica. This applies in particular to SCAs consumer products. It isa question of finding the right leadership for the right challenges. Wehave looked for a CEO whose strong leadership is well documented,who is future-oriented. These are qualities we see in Jan Johansson.
Jan strm has been President and CEO of SCA for almost sixyears. In an exemplary manner, he has implemented essential andextensive cost-cutting and efficiency enhancement programs whichhave contributed to SCAs earnings recovery, says Martin-Lf.
NEW PRESIDENT AND CEO APPOINTED
Jan Johansson is SCAs new CEO .
SCA IS INVESTING IN A BRAND NEW
USD 12 million packaging facility in Nanjing,China. This is another large-scale green-field investment in Chinas Jiangsu Provinceby SCA, following closely on the April inau-guration of its biggest and newest packagingfacility in the Suzhou Industrial Park.
The new SCA packaging factory is located
within the Nanjing Economic and Technol-ogy Development Zone. When it is complet-ed in 2008, the plant will occupy an area of30,000 square meters (7.5 acres).
The new SCA Nanjing plant will focus onserving premium customers, adding value
through proximity to customers, world-classcorrugated and protective packaging produc-
tion and integrated one-stop-shop services.SCA Packaging currently has 18 facilities
across Asia, in countries such as China, Sin-gapore, Malaysia and Indonesia. Annual sales
from its Asian packaging operations total
about USD 200 million, with more than halfof this revenue coming from China. SCA ex-pects sales in Asia to double within five yearsthrough organic growth.
Investment in China
8/7/2019 SCA magazine SHAPE 3 2007
28/36
28*SCA SHAPE[3*2007]
SCA TO INVEST
SEK 20 MILLION INBIONORR
SCA is investing about SEK 20 mil-
lion is SCA BioNorrs pellet plant in
Hrnsand, Sweden. The investments
cover raw materials handling as well
as pellet production and will result in
increased production and improved
product quality.
Most of the investments, about SEK
14 million, involve a new raw material
intake system. The existing sawdust bin,
with a capacity of 150 cubic meters per
hour, is being replaced with a substan-tially more efficient bin that provides a
capacity of 550 cubic meters per hour.
The investments also include an inter-
mediate storage facility with a capacity
of 2,500 cubic meters. The raw materi-
als will be mixed in this facility prior to
being fed to the pellet production lines.
This will result in a higher and more uni-
form quality of the finished product.
SCA BioNorr is also investing in
another pellet machine in one of its two
production lines. The pellet machine
has a capacity of 40,000 tons annu-
ally, but in an initial stage will increase
production by 7,000 tons of pellets per
year due to limitations in other sections
of the plant. The capacity to produce
pellets in sacks for households and
medium-large customers is also being
increased.
We are making these investments to
meet the increasing demand for pellets,
particularly from the consumer market,
says Stefan Rnnqvist, President of SCA
BioNorr. We have favorable access to
top-quality raw materials, sawdust from
SCAs sawmills, and now we are increas-
ing our capacity to make first-class
pellets from this raw material.The investments will be completed by
year-end.
SCA BioNorr produces fuel pellets of
sawdust from SCAs sawmills at plants
in Hrnsand and Stugun, Sweden.
BioNorrs pellet plants produce a total
of 180,000 tons of pellets annually, with
29 employees. Customers are major en-
ergy producers such as industries and
heating plants as well as households.
BioNorrs pellet plants
produce a total of
180,000 tons of pellets
annually.
SCA IS INVESTING USD 63 million in a new corrugated boardplant outside Nantes in France. The new production plant willgo into operation in 2009 and will replace the present plant inthe area.
The new plant will allow SCA to raise its level of service to thecompanies in the region and offer customized packaging solu-tions including high-quality printing.
We see opportunities to grow in the Atlantic France regionwith an important customer group within the food industry,says John Williams, president of SCAs Packaging Europe busi-ness area. The new plant will meet stringent hygiene standardsin the production environment, which are crucial for this cus-tomer group. We are creating a highly flexible plant that will alsocomply with SCAs high sustainability requirements and offerour employees an improved working environment.
The investment in Nantes will include new equipment that willreduce the companys carbon dioxide and other emissions. Thenew plant will also provide improved wastewater treatment.
NEW PLANT IN FRANCE
8/7/2019 SCA magazine SHAPE 3 2007
29/36
[3*2007]SHAPESCA*29
ScA inSidE
As of Sptbr 1, Joha Karlsso is
th w Vic Prsidt Ivstor
Rlatios at SCAs had ofc i
Stockhol.
Karlssos ost rct positio was at
Husqvara whr h was rsposibl forIvstor Rlatios. Prior to that h
workd, aog othr thigs, with
ivstor cotacts withi ABB i Switzr-
lad ad th US.
New head of IR
THe eURoPeAn CommISSIon hasapproved SCAs purchase o Procter &Gambles European tissue operations
Lennart Persson, acting President andCEO of SCA, comments: The acquisi-
tion gives SCA key prerequisites for thecreation of an even better platform for con-sumer-driven awareness and will strength-
en our market positions in several impor-tant markets.
The purchase price is EUR 512 millionand will be paid in cash in two stages. A
frst payment o EUR 347 million will bemade when the deal is completed, plannedfor October 1. The second part of the pur-
chase price, EUR 165 million, will be paidfollowing agreed technical adjustments atcertain plants, which are expected to be
completed in March 2008.
PurcHASE APProvEd
Durig th sprig, TenA lauchd thr w
products o th europa arkt. Cosurs
ow hav or icotic protctio with
vry high absorptio to choos fro.
Three new producTs
from TenA
TEnA LAdY uLTrA Mini PLuS
may saw th lauch of TenA Lady Ultra mii Plus, which is oly
3 thick but cosidrably or absorbt tha ladig
saitary pads. Th product is aid aily at wo with uri
lakag probls who do ot yt us spcially dsigd uri
lakag products. A larg ajority of wo with ths prob-
ls still us rgular saitary protctio.This is a cotiuatio of SCAs
ivstt i lightr icoti-
c protctio, ad th
capaig builds o TenA Lady
mii magic, SCAs sallst siz,
which was lauchd i 2006.
Th capaig sloga is
discrt as a patylir,
absorbt as a towl, ad th
product has alrady b lauchd i a ubr of europa
coutris ad is big sold aily i rtail stors ad drugstors.
TEnA LAdY MAxi
TenA Lady maxi was lauchd i April ad is
a high prforig product i th TenA Lady
faily ad i th icotic arkt. TenA
Lady maxi is itdd for both ightti ad
dayti us. So far, th product has oly b
lauchd i Frac ad is big sold i rtail
stors. Product sals toppd 250,000 uros i
its rst v oths o th arkt.
TEnA SiLHouETTE MEdiuM
This product was lauchd i April ad is
th rst icotic protctio for adults
that works lik rgular udrwar. With its
attractiv dsig ad a or fii way ofcouicatig, th product is aid at
wo who hav ot usd products fro th
TenA Pat sris bfor.
Th product had sals of 190,000 uros i
its rst v oths o th arkt. marktig
is big carrid out through th distributio
of fr sapls, through pritd dia ad
by dirct arktig capaig. Fro Sptbr to Dcbr
thr will b a TV capaig i Frac, which is xpctd to rach
120 illio viwrs ovr four oths.
8/7/2019 SCA magazine SHAPE 3 2007
30/36
30*SCA SHAPE[3*2007]
cAmErA
30*SCA SHAPE[3*2007]
This spring, SCA held a company photographycontest, with employees from around the world send-ing in their entries. The aim was to capture SCA in a
photograph. Over 300 entries were submitted, andthere was tremendous variation in the subjects. Whothought, for instance, that a paper machine made of
steel could look extraterrestrial when photographed
with a wide-angle lens? Or that two pieces of folded
paper can make a beautiful heart?The hardest-working photographer of all is Oulli de
Kort from SCA Packaging in Tilburg, the Netherlands,
who sent in the most entries. His lens transforms the
most everyday factory settings into works of art.Welcome to the world of SCA in pictures.
ScA tHrougH AcAmErA lEnS
Soa Lindh, SCA PackagingObbola, took this beautifulpicture of a paper heart.
8/7/2019 SCA magazine SHAPE 3 2007
31/36
[3*2007]SHAPESCA*31
[3*2007]SHAPESCA*31
This futuristic pictureof Paper Machine 4 inOrtmann, Austria, wastaken by HerbertStefanek.
Ingo Wolf of SCA Hygiene Products in Ismaning,Germany, took this self-portrait at a height of 5,350meters in front of Mount Everest and the adjacentpeaks of Lhotse and Nuptse in Nepal.
A glittering wall of water, takenby Hannu Ahoniemi of SCASuameer in the Netherlands.
8/7/2019 SCA magazine SHAPE 3 2007
32/36
32*SCA SHAPE[3*2007]
cAmErA
32*SCA SHAPE[3*2007]
A product devel-oper checkingproduct qualityat SCA in Olawa,Poland, taken byJan Svensk.
Harry Wierengathought ofcollaborationwhen he tookthis picture ofhis colleagues atSCA Hoogezand,Holland.
8/7/2019 SCA magazine SHAPE 3 2007
33/36
[3*2007]SHAPESCA*33[3*2007]SHAPESCA*33
A group photoof a team fromSCA Prudhoe inEngland, taken byPaul Armstrong.
Above: An air-suckingsystem used whencorrugated board isproduced.
Left: The board readyfor next stage in the
production process.
Oulli de Kort, who works incustomer service at SCA Tilburg,sent the most entries to the com-petition. Playing with light fasci-nates him as a photographer.His interest in photographystarted at age 16 when he saw apicture taken by his grandfather,who was a great photographer.Asked how often he carries hiscamera, he says, Always. I onlyput it down when I go to bed.
Forest, by Hannasterberg, SCAsheadquarters,Stockholm
Left:
Shadows that builda beautiful patternare from a newSCA Packagingbuilding in Tilburg,Holland.
8/7/2019 SCA magazine SHAPE 3 2007
34/36
34*SCA SHAPE[3*2007]
CAPITAL MARKET DAY
SOUTH AMERICA WILLGROW 50 PERCENTor SCA Americas, we expect organic growth to be5-7 percent in the next few years. For North America,its mainly a question of further increasing the per-
centage of high-value products. In South America,
the challenge is to have rapid growth combinedwith a good profit margin, said Thomas Wulkan,
president of SCA Americas.
Especially in South America, where tissue for con-sumers accounts for almost half of sales, the opportunities for
growth look promising. Jan Schiavone, vice president of SCASouth America, estimates growth of 20 percent this year alone.
We aim to grow our existing business with 50 percent
over the next five years to sales of 1 billion dollars, something
that I think is realistic, Schiavone said.Growth in Latin America means expanding SCAs product
range and enhancing its market position in markets that it
already operates in primarily in diapers as well as enter-ing completely new markets.
There is considerable potential in Brazil and Argentina,
markets where SCA is not active today. Brazil is our firstpriority, due to the market size and the more stable politicalsituation, Schiavone noted.
He argued that SCA has a highly developed and successfulmodel for setting up operations in South America through
joint ventures, where a critical component is close collabora-tion with local players in the distribution chain. This is shown
especially by the companys success in Colombia, where SCAs
Familia tissue and Nosotras feminine care products are among
the ten most widely known brands in all categories.For SCAs single largest market in the Americas, away-
from-home tissue in the US, value growth is at the top of theagenda. The market is mature and is expected to have annual
growth of between almost 1 percent for the weakest segment
(manufacturing) and almost 4 percent for the strongest (therestaurant industry).
We will increase the share of high-value products and sell
our tissue to a greater extent in systems that give customers a
stronger connection to SCA. I expect that the percentage ofhigh-value products will increase from 3 percent of sales in2004 to 15 percent this year and 30 percent in 2011, said
Joe Raccuia, president of SCA Tissue North America.In incontinence products, where SCA has a strong position
with the TENA brand in South America as well as in Centraland North America, the company benefits from demographictrends. In Mexico, the percentage of the population over 40(the age when women could develop their first incontinence
problems) is expected to increase from one quarter today to
almost 70 percent in 2050, said Jaime Costa, president of SCA
in Mexico and Central America. Today SCA has a 40 percentshare of the Mexican incontinence market.
In the US, by far the worlds largest market for inconti-
nence products (with sales of almost 2 billion dollars), SCAtoday has 25 percent of the market in the health care sectorand 13 percent of the market in retail trade. SCAs growth
has been around 9 percent in the last few years.We benefit from demographic trends, and I expect the
strong growth to continue. Through to 2010, the number
of people over 60 in the US will increase by 24 percent,said Brian Nelson, vice president of SCA North America
Health Care.
GROWTH WAS THE KEYWORD WHEN SCA PRESENTED ITS OPERATIONS
IN THE AMERICAS TO SOME 60 ANALYSTS AND INVESTORS ON CAPITAL
MARKET DAY IN NEW YORK ON 17 SEPTEMBER.
Manhattan cityscape.
SCAs Capital Market
Day was held at the
Hotel Gansevoort in
New York.
f
8/7/2019 SCA magazine SHAPE 3 2007
35/36
8/7/2019 SCA magazine SHAPE 3 2007
36/36
Top Related