From the pulp trade to diverse cooperation Itochu and Metsä Fibre’s cooperation will result in
entirely new, sustainable bioproducts for new markets. This is what Mr. Akihito Kataoka from Itochu firmly believes.
HEIDI HAMMARSTEN, photo ITOCHU
“The cooperation began with the pulp trade, and from there it proceeded quite naturally to a stake in Metsä Fibre in 2012. I believe that this is the result of a deep mutual understanding of culture, values and the com- panies’ direction in general,” says Mr. Akihito Kataoka , General Manager of Itochu’s Forest Products & General Merchandise Department. Mr. Kataoka first got to know Metsä Fibre back in 2010, when he was stationed in Shanghai. At the time, Itochu was already a shareholder in Metsä Fibre. Itochu Corporation is among the world’s largest “sōgō shōsha”, or general trading companies. As is the custom in Japan, Mr. Kataoka has worked at the company for his entire career. Last spring he returned to Tokyo from Singapore and was given a new position as the General Manager of the unit responsible for forest industry products. ASIA’S MARKETS FOLLOW CHINA’S Mr. Kataoka has also worked for Itochu in a number of Chi- nese cities. During his career, he has had the opportunity to watch China grow into a global economic power that also sets the pace in the rest of Asia’s forest industry markets. “Asia’s markets, Japan included, always follow China’s. The demand for and prices of pulp, paper and hygiene products move in the same direction as in China,” Mr. Kataoka says. In Asia, the vast majority of the pulp sold by Itochu and produced by Metsä Fibre is also delivered to Chinese customers. Mr. Kataoka says that the cooperation with Metsä Fi- bre creates various kinds of added value for customers. First, it is important to be able to show customers that the products meet the requirements of sustainable devel- opment. Itochu brings its own strengths to the package. “Our expertise allows us to provide Itochu’s customers with more market intelligence – our eyes and ears are
very close to the market. We can also offer a wide range of payment terms, logistics and other things that provide customers with solutions tailored to their specific needs.” As a “sōgō shōsha”, Itochu offers a very diverse range of products, meaning that the cooperation does not extend to pulp alone. Kataoka mentions the sawn timber trade in which Itochu engages with Metsä Fibre and the joint venture with Metsä Spring, which produces textile fibres. TOWARDS DIVERSIFIED BUSINESS OPERATIONS The COVID-19 crisis resulted in a severe economic slow- down across the globe, including Asia and Japan. Ac- cording to Mr. Kataoka, big Japanese paper producers announced that they would cut their production in 2020 by as much as 20–30 per cent. In the long run, howev- er, he sees plenty of development opportunities in the Metsä Fibre cooperation. Mr. Kataoka reminds us that Itochu has journeyed alongside Metsä Fibre in many major projects, such as the Äänekoski bioproduct mill and the potential Kemi bioproduct mill. “Metsä Fibre is among the world’s largest diversified producers of biomaterials. The company can rely on its advanced technology and strong capability to further its projects on schedule. Itochu, on the other hand, has global sales power and a global sales network.” Mr. Kataoka believes he will have the opportunity to see both Metsä Fibre and Itochu Corporation develop into increasingly global and diversified companies. Product ranges and the target areas of sales alike will become increasingly diverse, due especially to bioma- terials and bioproducts. “In future, Metsä Fibre will also produce many other wood-based products with added value, and deliver them to customers around the world – not only to places with existing demand, but also creating demand itself.” •
Mr. Akihito Kataoka General Manager of Itochu Corporation’s unit in charge of forest industry products. He has worked in many positions and several Asian countries during his career at Itochu, which he joined in 1993.
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