Professional Documents
Culture Documents
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EVERYONE
IS A FOODIE
70
50?
IS
THE NEW
Companies
adapt to
the new
workforce
THROUGH
THE LENS OF A
WOMAN
i
Top of m
nd
EVERYONE
IS A FOODIE
70
50?
IS
THE NEW
Companies
adapt to
the new
workforce
THROUGH
THE LENS OF A
WOMAN
Cover photo:
Getty images
Alexander Rauscher
Graphic designer, illustrated the technical article
on page 2425
Serbia is not known for great
food, but like everywhere in
the world, one can nd the
most amazing places where
you least expect them. The
Zupa Valley in southern
Serbia is such a place. The
Contributors
SCAS SOCIAL MEDIA SITES
Youtube.com/
SCAeveryday shows
commercials and videos from SCAs
press conferences, presentations
and interviews with executives and
employees.
Slideshare.com/
SCAeveryday
is for investors and analysts, who
can download presentations from
quarterly reports and annual general
meetings.
Facebook.com/SCA
is intended to attract
talent, engage users and provide
information in a way that complementssca.com.
Scribd.com/
SCAeveryday
contains some 50 publications,
including SCAs sustainability report,
its Hygiene Matters report and
Shapemagazine.
Twitter.com/SCAeveryday
provides continiuous communication from SCA with a focus on
sustainability.
Instagram/SCAeveryday
SCA photos from across the
globe.
26.
CONTENTS
6.
A global competition
called on women photographers to submit
photographs of women
from all walks of life.
10.
20.
24.
Waste no more
A process in development aims to convert sludge from
the paper industry into fuel gas, reducing CO 2 emissions
while producing useful inorganic compounds.
30.
High-tech protection
A sensor inside an incontinence pad can help caregivers
give personalized care to a wide range of individuals.
ALSO...
DO YOU KNOW...
that bees act as flying doctors? Find out more on page 5.
SHAPE UP
zones across France must be at least partially covered in either plants or solar panels,
according to a new law.
A green roof helps to insulate a building, reducing the amount of energy needed
to heat it during the winter orcool it in the
summer. They can also retain rainwater,
absorb CO2 and offerbirds a place to call
home in the urban jungle.
Solar panels help to provide the buildings
with renewable energy.
Green roofs are already popular in Germany and Australia, as well as in Canada.
BEES ACT AS
FLYING DOCTORS
THE EUROPEAN research
Oak in a vase
ESTRID ERICSSON, the founder of the Swedish
Did you
know that...
...Monks of the Jain Dharma
project BICOPOLL has studied bees that deliver biological plant protectants while
landing in fruit and berry
owers. The aim of the project is to increase both crops
and the quality of organic fruit
and berry growing.
The bees carry a biological
fungicide powder placed as
a doormat at the beehives
exit and deposit it in the berry
or fruit ower while pollinating
the ower.
The trials took place in
strawberry plantations, which
were treated against gray
mold. The results from several European countries show
that the bee-delivered organic fungicide protects against
gray mold as well or better
than chemical fungicides.
The trials also show that
the salable crop increases
signicantly, often by over 50
percent. Improved pollination
accounts for around half of
this crop increase.
VIGNETTE
MARKET
ACTIVE AGING
on the job
The worlds aging population might result in a need for
individuals to stay on the job for a few more years.
The question is: how do we handle that?
MARKET
AGING-FRIENDLY WORKPLACES
As people grow older, they commonly experience physical
issues that can result in absences from work. SCA regularly
conducts analyses of upcoming demographic challenges and
generational shifts.
WE ARE ALL
foodies
Karin Pontn, CEO of Vr PR-byr, a public relations agency specializing in food and beverages,
thinks that environmental issues continue to play
a decisive role but are becoming more nuanced.
Its not certain, for example, that local produce is
always the smartest option, a view she shares with
the Swedish star chef Niklas Ekstedt.
Various cooking methods, transparency,
provenance, ecology, environmental impact, food
waste and biocides are examples of other sustainability aspects that are becoming increasingly
important, Ekstedt says. At the same time, Im
surprised this hasnt happened sooner. I would
have expected a shift four or five years ago.
Ekstedt has appeared for many years as a chef
on various cookery shows on Swedish television.
On one show, Niklas mat, he travels around the
world testing various cuisines and working as an
intern at star restaurants. He thinks that Paris is
one of the most exciting food cities right now.
Paris has a long culture of French brasseries
and heavy gastronomy, which can easily get a bit
that it has its own festival September 29. Latin American creation myths describe how man was created not from a rib or a
god but from sweet corn.
JOHNR
Hong Kong is one of the cities that consume the most sh and shellsh in the world.
On average Hong Kong residents eat four times as much sh and shellsh as people in the
rest of the world. Recently both the government and consumers have begun to make higher
demands on sustainable and ecological shing.
12 SCA SHAPE 2 2015
FOCUS: FOOD
JOHNR
FUTURE FOOD
WITH A GLOBAL population of nearly
11 billion expected by the turn of the
next century, new ways of feeding
everyone are needed. Many people
expect that insects will become a
primary protein source in the future, but
eating insects is nothing new. Silkworm
pupae are eaten as a snack in Korea,
while crickets are consumed in Mexico
and caterpillars and cockroaches are
devoured elsewhere.
Now trendsetting restaurants
JOHANNA BERGLUND
FOCUS: FOOD
PICKLED
GHERKIN,
HONEY AND
SMETANA
with love
FROM RUSSIA
FIVE TYPICAL
DISHES FROM
RUSSIA
GETTY IMAGES
1. PELMENI Russian
dumplings or ravioli, generally lled with
meat and served with
smetana (a type of sour
cream), a clear soup
or vinegar. Also with a
sweet lling served as a
dessert
2. BLINI buckwheat
pancakes traditionally
served with smetana,
jam and honey
3. BORSCHT beet soup
4.BUCKWHEAT served
as a side dish, like rice
5. PICKLES of various
kinds
www.solodining.com/communaltable-list.
html
tParis: Restaurant Chartier in Montmartre;
Candelaria
tB erlin: Kimchi Princess
in Korea
In Korea food is so important that its
even central when people greet each
other. By far the most common greeting is Hi, have you eaten rice?
SIX TYPICAL
DISHES FROM
KOREA
JOHNR
1. KIMCHI fermented
vegetables
2. BULGOGI spicy marinated beef
3. BIBIMBAP rice with
assorted vegetables,
meat and egg
4. CHAPCHAE sweet
potato noodles served
with vegetables and
sometimes meat
5. KIMBAP like sushi
rolls, but containing
steamed white rice and
vegetables, sometimes
even meat. Often eaten
as picnic food
6. KIMCHI JJIGAE
kimchi stew
MAGNUS SKOGLF
FOCUS: FOOD
WOOD-FIRED OVEN
ON WHEELS
Its a traditional wood-red
oven in a shipping container
on a truck. The Del Popolo
mobile pizzeria roams the
valleys of San Francisco,
serving up rustic pizza
along the way.
FOCUS: FOOD
many items youve ordered, Hirst says. For example, one for the hamburger, one for the drink
and one for the French fries. That means 12 napkins for four people, which takes time to count out.
If you put out the napkins in advance, theres a risk
that they look used.
SCA has therefore developed a brand new napkin-dispensing system for drive-throughs, which
allows the server to choose, for example, two or
four napkins at a time by pressing a button.
This means we can offer a
solution thats cost-effective,
Tork Xpressnap
makes life easier for the staff
Image Line
and speeds up the process,
Hirst says.
SCA is the global leader
in napkins in the Away from
Home sector with its Tork
brand, and fast food restaurants are an important target
group. In fact, every second
napkin used in fast-food restaurants in the United States is provided by SCA.
Fast-food restaurants have continued to show
strong growth even during the earlier economic
downturn, Hirst says. Now fast casual dining is
also taking off. This is still fast food, but of higher
quality and with higher prices. A good example is
the Chipotle chain, which has been very successful
in the United States.
New sophisticated
design wins prize
Many restaurants invest hundreds of thousands of dollars
in creating an environment
that matches their corporate
image in every detail. But its
important not to forget the
details such as the napkin
dispensers. SCA has developed a top-of-the-range
napkin-dispensing system.
This new table dispenser is
called Tork Xpressnap Image
Line and has already won a
prestigious design award, the
Red Dot Award 2014.
This is a premium product, which has not previously
been available on the market
and satises a major need,
says Matthew Hirst, global
arena director for kitchen and
dining at SCA.
The table dispenser is
available in two different
materials, FSC-certied
walnut and aluminum.
INTERVIEW
Do it now
Meet Magnus Groth, SCAs new CEO and an outdoor guy,
who reveals his management philosophy and why he should
have checked his watch in the Vasa ski race.
MAGNUS GROTH only had a day or two to consider
markets and that we are the most cost-efficient company in the business.
Our products are well in line with our times. A
globally growing population with a higher standard
of living and a higher life expectancy will lead to
increased demand for both hygiene and forest products. Hence, SCA has a great potential to continue to
develop and grow, and Im looking forward to leading this journey together with our employees.
I have an industrial background and a big
interest in business. What makes SCA so exciting
is its products and services and the opportunities
that arise from innovation. Innovation can range
from a new packaging format, a new product or
a product upgrade that increases consumers
quality of life, to highlighting a products unique
features, reducing costs or increasing visibility on
the shelf.
DURING HIS FIRST months as CEO, Magnus Groth
has visited several SCA markets, such as Asia and
the United States, inaugurated SCAs new plant in
India and met with many employees, customers,
investors and business partners.
I want to be out in the organization to learn and
meet employees and customers. Im interested
in the operational side and details, ranging from
INTERVIEW
An outdoor guy
Name: Magnus Groth
Age: 51
Family: Wife and three
children.
Career: President and CEO
of SCA; President, SCA
Consumer Goods Europe;
President, SCA Tissue
Europe; Boston Consulting
Group; Vattenfall; CEO of
Studsvik.
Education: Masters degree
in naval architecture from
the KTH Royal Institute of
Technology; MBA from the
Stockholm School of
Economics.
Hobbies and pastimes:
Sports and outdoor
activities including hiking,
TECHNOLOGY
Almost all paper mills have a
water treatment facility producing paper sludge waste.
Clea
nw
ater
PAPERMILL
Was
te
wat
er
From sludge
to cash cow
Most waste from the paper industry today still goes
to low-tech solutions. That is about to change.
text LARS STERLIND illustration ALEXANDER RAUSCHER
VIGNETTE
Minerals
About 50 percent of
deinking sludge consists
of minerals.
MINERALS
WASTE TREATMENT
PLANT
MODULAR ALUCHA
PYROLYSIS SYSTEM
Pap
er s
ludg
ew
aste
What is combustion?
What is pyrolysis?
Fuel
Fuel
Energy
Oxygen
Energy
Oxidation:
More energy
Chemical
transformation
Oxygen
WINNERS
TEAM SCA ACADEMY
Issued by Team SCA
Photos with a
WOMANS
TOUCH
Picture ordinary women doing
extraordinary things. With these words
SCA and GettyImages set off on a global
search for female photographers for
anassignmentwith a cause.
OUTLOOK
Zelda Gardner
Raquel Clausi
Valencia, Spain
Ellen Wissink
Nijmegen, Netherlands
KYOTO GIRLS
I photographed these two
girls in Kyoto. They like to
dress up as geishas andwant
to be admired for a day.
Alecsandra
Raluca Dragoi
Iasi, Romania
FISHERWOMEN THAT
MAKEHISTORY
Carmen Serrano pushes the
boat forward during a day of
shing on the Albufera lagoon.
THE FEELING OF
BEING HOME
Bread made by the grandmother always reminds me
of home and family. The
grandmother has always
been an important woman
inmyfamily.
UP IN THE ANDES
A weaver sells handmade clothes
made of llamas wool from a
small tent at high altitudes on the
Peruvian side oftheAndes.
SCA SHAPE 2 2015 27
WINNERS
TEAM SCA ACADEMY
Issued by Team SCA
Jessica
Pepper-Peterson
Milano, Italy
Sara Strandlund
Stockholm, Sweden
Teo Jioshvili
Tbilisi, Georgia
PAKISTANI WOMEN
Government workers in
Lahore, Pakistan, protest
working conditions.
IRON LADIES
What sports is really about:
happiness, fellowship and
physical challenges
regardless of age.
MAC Synchros
90 and over team.
Barbara Fuentes
LA VIEJA
Part of my series DelBarrio,
aphoto documentary depictinglife in Cuba.
Holly Powers
Zhouzhuang,China
MARKET
Health information
science improved
elderly care
A new way of tailoring continence care to individual needs
was tested at an elderly care home in Sweden. The result
is a more dignied life for seniors and more time for the
staff to do an even better job.
text KARIN STRAND photo SCA AND NORRLANDICUS
TENA IDENTIFI
...uses sensor technology to
enable staff at an eldercare home to
track how much and at what specic
times an individual pees over a 72-hour
period. The data is transmitted to a web
portal where it is presented in a comprehensible
manner. The data is used to develop an individualized plan for incontinence care, such
as when the person needs assistance to
use the bathroom and the timing of pad
changes, as well as nding the right
incontinence product.
RESEARCHERS ON
ELDERLY CARE
NORRLANDICUS is an R&D project that examines the value of various innovations in elderly
care. Within the framework of various test
environments, public and private operators are
given an opportunity to evaluate new products,
services and practices to see whether they
provide added value in the health care and social
care process, and whether they benet the end
users well-being and dignity. All the parties
concerned the elders, their relatives and health
care and social care professionals take part in
the evaluation of the innovation.
Ulrika Lagnefors, SCA (in the middle) with Rolf Dalin and Isabella Scandurra, researchers
from Norrlandicus outside the elderly care home Viktoriagrden.
MARKET
In the 19th century, Swedens forests were treated like a
mine, overexploited and threatened with destruction. Now
Sweden has more forestland than it has had in decades.
text SUSANNA LINDGREN photo LENNART NILSSON
From
deforestation...
EARLY 70 PERCENT of
Sweden is covered by forest.
In the north, the coniferous
forest is dominated by Scotch
pine and Norway spruce,
with a minor component of
birches and other deciduous
trees. The industrial use of the
forest is a relatively modern
phenomenon.
The turning point for the forests in the north
of Sweden came in the 1850s, says Lars stlund,
a professor of forest history
at the Swedish University of
Agricultural Sciences. Until
then, the forests had been
used in a localized way around
settlements and villages. Only
small amounts of resources were
extracted from large areas.
VIGNETTE
100
years is considered a
good turnaround time
for a forest. A tree will
continue to grow after a
hundred years but at a
slower rate.
25%
of Swedens forest
land is protected and
excluded from forestry.
2.5
Sweden is one of the
worlds most heavily
forested countries in
terms of the ratio of
the area of forest and
population. There are
about 2.5 hectares of
forest per person
approximately four
football elds.
SCAS TOTAL
STANDING STOCK
OF TIMBER
*milion m3 forest
275*
210*
130*
Nature
conservation
Contorta
Deciduous trees
Spruce
Pine
56
20
15
20
47
19
At a time when companies live or die by their quarterly reports, a 100-year corporate
perspective is unique in the business world. But for Europes largest private owner of
forestland, foresight stretches far beyond a human working life.
...to reforestation
GETTY IMAGES
Making a
harvesting
plan is
like bookkeeping.
Ola Krn,
chief forester at SCA
Ambassador
EVA DAHL
Age: 45
Title: Receptionist at
SCA in Gothenburg
Lives: Gothenburg,
Sweden
Family: Married, two
children (aged 12 and
16), and two DanishSwedish Farmdogs.
Interests: Nature,
family, country house in
Dalsland, walks in the
forest with the dogs
Destination: South
Africa
What you did not know
about Eva: Im good at
felling trees with both an
ax and a power saw.
Motto: Everything
works out ne!
36 SCA SHAPE 2 2015
and Eva Dahl has one. She has worked for nearly
26 years as a receptionist at SCA in Gothenburg,
where she is the first impression for all visitors,
from workmen to colleagues from all over the
world and now and then the CEO.
Im proud of SCA for our feeling for the products and how they help people, she says. Were
working with important, stigmatized issues such
as menstruation and incontinence, and can improve life for others.
Eva Dahl was in South Africa in October as an ambassador for SCA. Like all other SCA employees she
had the opportunity to apply for a host job during the
stopovers in the Volvo Ocean Race. Together with
five colleagues from different countries and business units, Eva worked as a host in the companys
guest pavilion during the stopover in Cape Town.
They were three and a half very intensive weeks,
but Eva enjoyed every minute.
Those of us working in the pavilion soon
became very close-knit and had great fun. It was
VINJETT
SCA INSIDE
Prime Minister
Lfven meets
SCA in Beijing
SWEDENS Prime Minister Stefan
ISTOCKPHOTO
We could tell the students were embarrassed and uncomfortable at rst when
we talked about incontinence, says Eric
Cohen, absorbent product manager, who
worked with the project. But they came
around and really embraced
our TENA brand and the
freedom it provides.
Its been a great
way to break
taboos and give
us something
really interesting to talk
about to the
general public.
VIGNETTE
Mexican women
in Bikeathon
Volker Zller
Ulrika Kolsrud
Donato Giorgio
Bzzzz,
the baby is kicking!
IS YOUR BABY KICKING inside you? A new
ISTOCKPHOTO
France
Germany
France
Germany
UK
France
Finland
Russia
SCA INSIDE
Soap dispenser
for easy use
Aid on
wheels
W W W. T H E B I K E R A M B L E . C O M
www.thebikeramble.com
From
spectator to
adventurer
At short notice Swedens Anna-Lena Elled got a chance to realize a dream
of working as an onboard reporter on the Team SCA boat in the Volvo Ocean
Race (VOR). Shape got an interview from a rough Antarctic Ocean, two days
before the rounding of the legendary Cape Horn.
text ANNA GULLERS photo AINHOA SANCHEZ/VOR
A sailing
engineer
Anna-Lena Elled,
39, founded and
runs the sailing
publication Search
Magazine. She has a
masters degree in
electrical power and
thermal engineering
and a PhD in energy
and environmental
science.