VOLUME 3 PEOPLE AND Rethink PURPOSE Stora Enso 2012 Insert Stora Enso Facts & Figures 2012 WorldReginfo - 35e8960c-ad99-442e-adb0-e5af8e09d22d VOLUME 3 PEOPLE AND Rethink PURPOSE Editorial Another year forward, another lesson learned 5 Phenomenon Packaging white gold 8 Phenomenon Yum – worms! 10 Certified Column Having a heart and Purpose helps 11 News 12 Strategy On a journey into the future 17 A land of opportunity 20 Rethink your growth 36 excellence. TERENDY PAULINA Phenomenon Wind of change 37 Rubbish revolution 38 This annual report has been printed on LumiArt and LumiSilk art printing papers. The Lumi product family is developed Rubbish revolution Shared home life 44 for applications that require exceptionally high quality in text printing and image reproduction. In the art print Poland’s recycling rate is one of the lowest in EU, as it has no effective waste-processing chain. This business, Lumi translates into excellence in all languages. A dream job close to home 48 will change in 2013. 38 The Asian ambassador 53 The Lumi products have been awarded with the EU Ecolabel – the most prominent environmental accolade in Europe. Corrugated board folds into design 56 (FSC®) Charming vintage catalogues 59 Scheme’s (PEFC™) environmental accolades, which have already been awarded to Lumi. The Lumi products are Live on paper 62 rethinking the business in terms of sustainability and quality. Under the Arab sun 64 Transforming Stora Enso 68 Rewind Safety first 71 Phenomenon A delicious symbiosis 72 Rewind Awake 74 Insert Stora Enso Facts & Figures 2012 KAAPO KAMU KAAPO A dream job close to home Uruguay’s shortage of engineers has made the VOLUME 3 On the cover: Mrs Mengzhilan, a farmer from pulp and paper industry an appealing work choice PEOPLE AND Rethink PURPOSE Stora Enso 2012 Tong Hua village, Nanning District, Guangxi, China also for women. 48 Mrs. Mengzhilan’s everyday life is about family and farming. She grows rice, vegetables, corn and chicken in Tong Hua village, located next to eucalyptus VESA LAITINEN VESA tree plantations where Stora Enso sources wood. The Company has established a project in the village that provides microloans for pig farming and helps chicken farmers with logistics. “I give my chicken rice and grains, and they walk around the village to find insects and other food from nature. When they are ready, I call Stora Enso and they take my chickens to the town to be sold.” Image from the SILVIO BUTALJA STORA ENSO RETHINK 2012 Stora Enso Oyj P.O. Box 309, FI-00101 Helsinki, Finland Editor-in-chief Lauri Peltola Visiting address Kanavaranta 1, tel. +358 2046 131 LUMI PHOTOGRAPHIC Sub-editor Jenita Sillanpää Stora Enso AB Box 70395, SE-107 24 Stockholm, Sweden Under the Arab sun ART AWARDS Editorial staff Hanne Karrinaho, Sanna Lahti, Edit Lyyra, Laura Visiting address World Trade Center, Mattila, Jonas Nordlund, Eerika Olkinuora, Heli Pessala, Niina Klarabergsviadukten 70, tel. +46 1046 46000 How is business done in the Middle East and North by honorary award winner Streng, Eeva Taimisto, Mari-Anne Tamminen Africa, a unique market with urgent reconstruction Wawi Navarroza Concept & design Miltton Oy storaenso.com, Printing Erweko Oy [email protected] needs? 64 From the series “Dominion” Insert Stora Enso Facts & Figures 2012 Stora Enso—3 WorldReginfo - 35e8960c-ad99-442e-adb0-e5af8e09d22d Editorial Another year forward, another lesson learned Dear reader, investments, now essentially finished and very well executed, were Skoghall woodyard (Sweden) his is now the third year of our Rethink and Ostrołęka’s (Poland) new containerboard T magazine and my editorial again addresses machine. With these two, it is now about getting a similar theme. Years go by quickly but it seems them running flawlessly and securing the returns that the challenges in doing business haven’t we defined in the investment plans. changed a lot during the last few years. The world certainly did not become an easier place or the Biomaterials Business Area, with its This is not waste. to do business in 2012, not for us nor for our F pulp mill construction in Montes del Plata, customers. Unlike the 2008 financial crisis the Uruguay the total return was approximately 6%, JENNI-JUSTIINA NIEMI JENNI-JUSTIINA challenge was not a rapid or dramatic change and for the existing asset base approximately to the environment, but a reality where visibility 10%. The mill is in its final months of construction, Jouko Karvinen forward was, and still is, limited. In Europe, where and is on target to get to start-up in mid 2013. We This is new packaging. CEO a significant majority of our business lies, this are convinced that Montes del Plata will join the may be even more true than elsewhere. same value creating world-class asset portfolio When an ordinary juice carton enters our Barcelona Mill, it starts a new life as valuable packaging material. Even the aluminium as our existing joint venture Veracel in Brazil. inside the juice cartons is recycled and reused. Pyrolysis, the process used to separate aluminium from cartons, creates so t is against this reality, which can be expected much energy that the mill is able to run on its own. I to continue for a considerable period, that we t is clear that there is definitely a good reason European households create over 60 million tonnes of packaging waste every year. What if all packaging was renewable? as Stora Enso need to complete our transforma- I to invest in and develop the two Business Stora Enso wants to redesign the future with renewable packaging. Find out more at rethinkstoraenso.com tion into a value-creating global renewable Areas of Biomaterials and Renewable Packaging, materials company. You can read about our especially when our goal is that this investment strategic journey in this magazine. For Stora will further enhance the returns once fully up and Enso, this transformation is not just verbiage running. or a pretty vision, but true action moving us towards being the company we want to be. he Printing and Reading Business Area This transformation is based on a few large T continued to be a solid cash engine in 2012. individual investments in growth markets, and This was no easy task in a market that structur- financed through solid cash generation in existing ally shrank 4 to 6%, before cyclical impacts, businesses. for the sixth year in a row. On the positive side, we are sure that this is a team that spends no ne living proof point for our strategy is the time speculating about the tough environment: O lead story in this magazine, which tells they are used to it and excel at operating in it. about the major investments we have been There have been multiple new capacity, cost and working on. We announced in March 2012 that productivity programmes announced in 2012 we are building a pulp mill and a consumer board with relatively short payback times, which are not mill next to our eucalyptus plantations in Guangxi, only very necessary but also prove that we can Southern China. This 1.6 billion euro industrial keep this cash engine in strong health for years investment by the Renewable Packaging to come. Business Area, is probably the largest that a Scandinavian company has ever made abroad. he Building and Living Business Area is a So far it has not been an easy journey to China T story of its own. After previous significant but we will overcome these challenges and have capacity and cost programmes in the period By being a principle sponsor of the FIS Nordic the mills running effectively in the coming years. from 2007 through 2009, it faced a rapidly World Ski Championships 2015, we will play our weakening performance in the second half of part in making it a successful and responsible event. uilding on this investment, and even within 2012. The positive excitement around the growing B the relatively tough operating environment, value-added Building Solutions and Components Renewable Packaging had a clear value-creating businesses, were overshadowed by a weak basic operational return on operating capital in 2012 saw milling business in both the Nordic region of approximately 12%. Two other significant and in continental Europe. We will not say that Beyond Skiing 2015 is a network of companies and organisations 4—Rethinksupporting the World Ski Championships in Falun, Sweden. FOUNDATION Stora Enso—5 More information at beyondskiing2015.com WorldReginfo - 35e8960c-ad99-442e-adb0-e5af8e09d22d waiting for the cycle will fix this, but rather look evolution of our company values. If our strategy to find further ways to reduce costs, improve is the path to our long-term goal, then our values productivity and the supply chain. As in paper, we must be the lights that guide us on that path. need to solve our problems, not wait for others These values must be the same for all of us in to do it for us. This is critical even beyond the Stora Enso, irrespective of where we operate, present cash generation phase, as we will need and should also mean that we set our objectives very competitive saw milling in order to grow the higher than the local rules and traditions may selected higher value-add areas. require. We have to be prepared to stand by these values, even when it means giving up a an we still continue on the path of never business opportunity when it conflicts with them. C ending cost and productivity improvements? That is the only way we can bring communities Yes we can, as the multiple announcements forward – and that is what it really takes – to do during 2012 showed.