“The customers marvel at the blue sky, fresh air and clear water.”
the customer understands why a particular certified wood raw material costs more than an uncertified one, the high- er price is no longer a source of confusion. “We also organise training in which we explain how a modern pulp mill minimises emissions and how we use the side streams of pulp production,” says Nickull. Metsä Fibre’s operating principle focus on systematic large-scale repairs and investments which ensure that the mills use the best available technology and operate efficiently, causing as little burden on the environment as possible. THE ENCHANTMENT OF FINNISH FORESTS For several years now, Metsä Fibre has also had the Metsä Day forest excursion concept, in which customers can get familiar with a Finnish forest and sustainable forest management. The visitors are often greatly surprised by how much forest there is in Finland, even in the capi- tal Helsinki. The ownership base of forests, everyman’s rights and the fact that people in Finland take good care of their forests and have a genuine concern for nature are also admired. “We can elicit the WOW effect merely by telling our vis- itors that the law requires us to plant four new seedlings for every felled tree,” says Nickull. According to him, many customers also take note of Finland’s clean environment. “They marvel at the blue sky, fresh air and clear water.” •
Tom Nickull Vice President in Sales and Development of Services at Metsä Fibre. He has a long history of working in the pulp industry.
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