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Segmento De Papéis Especiais Reúne Nichos Aquecidos

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Segmento De Papéis Especiais Reúne Nichos Aquecidos REVISTA MENSAL DE TECNOLOGIA EM CELULOSE E PAPEL MONTHLY JOURNAL OF PULP AND PAPER TECHNOLOGIES - YEAR LXXIV, Nº 8, AUGUST 2013 ANO LXXIV Nº 8, AGOSTO 2013 SEGMENTO DE PAPÉIS ESPECIAIS REÚNE NICHOS AQUECIDOS COM EXPECTATIVA DE CRESCIMENTO DE 10% AO ANO, PLAYERS FOCAM NO ATENDIMENTO ÀS VARIADAS E EXIGENTES DEMANDAS DOS CLIENTES SPECIALTY PAPER SEGMENT HAS FAST-GROWING NICHES WITH THE EXPECTATION OF GROWING 10% A YEAR, PLAYERS FOCUS ON SATISFYING THE DIFFERENT AND DEMANDING REQUIREMENTS OF CUSTOMERS ENTREVISTA — Ricardo Botelho, novo presidente da Santher, conta como tem conduzido a transição de comando executivo e revela as metas traçadas para conquistar resultados positivos INTERVIEW — Ricardo Botelho, Santher’s new CEO, tells how he has conducted the transition in executive command and reveals the goals defined to achieve positive results ABTCP_Jantar 2013.pdf 1 18/07/13 11:46 JANTAR ABTCP 2013 O evento é uma oportunidade de confraternização e networking e, C este ano, traz uma novidade: M Y o jantar e a entrega dos prêmios CM Destaque Papel e Celulose MY acontecerão no mesmo local do CY Congresso e Exposição Internacional. CMY K TRANSAMÉRICA EXPO CENTER Av. Dr. Mário Vilas Boas Rodrigues, 387 - SP 9 de outubro de 2013, às 20h GARANTA JÁ O SEU LUGAR. Associados R$ 150,00 | Não Associados R$ 200,00 | Informações: (11) 3874-2720 / 3874-2733 [email protected] REALIZAÇÃO: PATROCÍNIO: Editorial POR PATRÍCIA CAPO, COORDENADORA DE COMUNICAÇÃO DA ABTCP SERGIO SANTORIO E EDITORA RESPONSÁVEL DE PUBLICAÇÕES .: (11) 3874-2725 : [email protected] ABTCP’S COMMUNICATION COORDINATOR AND EDITOR-IN-CHIEF FOR THE PUBLICATIONS .: (11) 3874-2725 : [email protected] PAPÉIS DE VALOR PAPERS OF VALUE necessidade da inovação em todos os segmentos econômi- he need to innovate in all economic sectors has been cos vem há tempos sendo discutida e incentivada. Entre tan- discussed and encouraged for a long time. The value that A tos outros motivos, o que mais se destaca é o valor agregado T innovative products and services provide towards standing que produtos e serviços inovadores trazem para se diferenciar no out in highly competitive markets has always been emphasized. mercado perante a acirrada competitividade. In challenging times, such as the ones we are currently Em tempos desafiadores, como os que todos estão vivendo atualmente experiencing in terms of boosting results, selling more and para elevar resultados vendendo mais e produzindo a custos cada vez producing at lower costs, the value added by innovation makes a menores, o valor agregado pela inovação faz – e muito – a diferença. huge difference. Among other paper segments, specialty papers is Entre outros segmentos de papel, o de papéis especiais, abordado em proof of this and the subject of this month’s Cover Story. nossa Reportagem de Capa nesta edição, é prova disso. Composed of several market niches, the specialty paper sector Formado por diversos nichos de mercado, o setor de papéis espe- is growing 10% a year and presents good perspectives for 2013 ciais cresce 10% ao ano e apresenta boas perspectivas para 2013 and beyond, according to specialists and executives in the area, e os próximos anos, de acordo com especialistas e executivos da interviewed in this story. The portfolio of specialty papers is área, entrevistados na matéria. O portfólio de papéis especiais é ex- extensive: from paper-money to decorative paper, including self- tenso: vai desde o papel-moeda até o decorativo, passando por au- copying, metallized and crepe paper, just to mention a few examples. tocopiativo, metalizado e crepado, só para citar alguns exemplos. In addition to delving more thoroughly in this particular segment, Além de adentrar mais a fundo esse segmento específico, a O Papel tam- O Papel magazine also includes an interview with RISI executives bém traz em destaque nesta edição uma entrevista com executivos da about the other paper segments and pulp growth, following RISI sobre os demais segmentos de papel e sobre o segmento de celulose, the discussions and conclusions from the RISI 8th Annual Latin a partir dos debates e conclusões do 8.º Congresso Anual Latino-America- American Pulp & Paper Outlook Conference, held in São Paulo, no de Celulose e Papel da RISI, realizado em São Paulo de 5 a 7 de agosto August 5-7. (A full story will be published in next month’s issue, último. (Na próxima edição, uma reportagem completa será publicada, supplementing with further relevant information upon the market) acrescentando ainda mais informações relevantes sobre o mercado) But our main interview this month is with executive Ricardo Nossa entrevista principal desta edição é com o executivo Ricardo Bo- Botelho, who was previously CEO of Coca-Cola Femsa do Brasil telho, atual presidente da Santher e anterior CEO da Coca-Cola Femsa and is now president of Santher. With more than 20 years of do Brasil. Com mais de 20 anos de atuação no setor de bens de con- experience in the consumer goods sector and experience working sumo e vivência em empresas familiares, o executivo construiu uma at family-owned businesses, the executive built a solid career, carreira sólida, alavancando resultados, reestruturando negócios e im- leveraging results, restructuring businesses and implementing plementando modelos de gestão bem-sucedidos. Botelho revela suas successful management models. Botelho reveals his expectations expectativas sobre o desafio que está enfrentando na área de papéis regarding his challenge in the tissue papers area and his tissue e o estilo de gestão para gerar os melhores resultados à Santher, management style for yielding the best results possible for Santher, que vem se destacando no segmento de papéis tissue ano após ano. which has stood out in the tissue paper segment year after year. A edição traz ainda outras reportagens, abordando biorrefinarias, efici- This month’s issue also includes stories about biorefineries, ência de máquinas de papel e economia de fibras, além de um artigo efficiency of paper machines and fiber savings, as well as scientific científico e posicionamento de projetos na Europa, entre outros assuntos article and status of projects in Europe, among other stories well que valem ser conferidos. worth reading. Um grande abraço a todos e até a próxima edição! Enjoy this issue and see you next month! Nota: a pauta da entrevista desta edição – Arthur Gonorestzky, novo di- Note: This month’s interview with Arthur Gonorestzky, new director of retor da APP (Asia Pulp & Paper) para a América do Sul, falando sobre os APP – Asia Pulp & Paper – for South America, to discuss plans for his planos de sua gestão e do mercado de papéis gráficos – foi realizada, po- administration and the printing paper market, was held but had to be rém substituída de última hora por motivos alheios à vontade da Redação. substituted last-minute for reasons beyond the staff’s wanting. agosto/August 2013 - Revista O Papel 3 Sumário 3 Editorial 31 Artigo ABPO Papéis de valor Separação dos elementos do Por Patrícia Capo papelão ondulado Por Juarez Pereira 6 Entrevista DIVULGAÇÃO SANTHER DIVULGAÇÃO Ricardo Botelho, novo presidente da San- 32 Reportagem de Capa ther, vê capacidade de execução e eficiência Segmento de papéis especiais logística como chaves para o sucesso cresce 10% ao ano Com Ricardo Botelho, CEO da Santher Formado por diversos nichos de mercado, setor apresenta boas perspectivas para 9 Coluna Bracelpa este e os próximos anos O desafio dos novos cenários econômicos Por Caroline Martin – Especial para O Papel Por Elizabeth de Carvalhaes 38 Reportagem Técnica – Redução de 10 Coluna Radar fibras e aumento da carga mineral Por Patrícia Capo e Thais Santi Por Thais Santi 16 Radar Panorama – Projetos Celulose 40 Negócios & Mercado e Papel na Europa - RISI Superando expectativas Por Thais Santi 23 Ponto de Vista Setorial RISI Redução gradual; não aperto 42 Reportagem Especial – Futuro das Por David Katsnelson biorrefinarias em foco durante o o 8 Colóquio Internacional do Licor Preto 24 Coluna Gestão Empresarial Por Thais Santi Momentos atuais e as novas lideranças necessárias 44 Entrevista Especial – Celulose Por Luiz Bersou e papel na América Latina 27 Coluna Indicadores de Preços Com Kurt Schaefer e Mark Mahlburg, da RISI Por Carlos José Caetano Bacha 48 Normalização Setorial - CE de Pastas Celulósicas Ano LXXIV Nº8 Agosto/2013 - Órgão oficial de divulgação da ABTCP - Associação Brasileira Técnica de Celulose e Papel, registrada no 4º Cartório de Registro de Títulos e Documentos, com a matrícula número 270.158/93, Livro A. Year LXXIV # 8 August/2013 - ABTCP - Brazilian Technical Association of Pulp and Paper - official divulge organ, registered in the 4th Registry of Registration of Titles and Documents, with the registration number 270.158/93, I liberate A. Revista mensal de tecnologia em celulose e papel, ISSN 0031-1057 Monthly Journal of Pulp and Paper Technology Redação e endereço para correspondência Address for contact Imagem da capa: Rua Zequinha de Abreu, 27 Divulgação Multiverde Pacaembu, São Paulo/SP – CEP 01250-050 Telefone (11) 3874-2725 – email:[email protected] Conselho Editorial Executivo: Executive Editorial Council: Claudio Chiari, Cláudio Marques, Darcio Berni, Francisco Bosco de Souza, Gabriel José, Lairton Leonardi, Patrícia Capo e Ricardo da Quinta. Avaliadores de artigos técnicos da Revista O Papel: Technical Consultants: Coordenador/Coordinator: Pedro Fardim (Åbo Akademi Univeristy, Finlândia) Editores/Editors: Song Wong Park (Universidade de São Paulo,
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