/;/5/H7<34@=;A1//0=CBB@3<2A;/@93BA/<20CA7<3AA<¡!

 

B63/@B/<2
A173<13=4
7<AB=@3>/19/57<5
He’s got a toilet
in every city
6=EB=AB=>
@3A7AB/<B
0/1B3@7/
47</<13A16==:( 31=>/@3<BA(B63H/<H70/@A/E;7::
 Content N 3 2010

1]\ac[S`aRSd]bSdS`g
ZWbbZSbW[Sb]O^`]RcQb]\
OaVSZTa]Q`SObW\UU]]R
^OQYOUW\UVOaPSQ][S
\]bVW\UZSaabVO\OaQWS\QS

6
=</D3@/53E3:==9/B
3D3@G>@=2C1B
4=@:3AAB6/<=<3

A31=<2
A1/A6/>3I F FF K
 "A6/>3C>
Create your own wedding dress from toilet paper,
and learn all about profit and loss. Read these sto-
ries and more in the Shape up pages.

$A6/>31=D3@
In a store, why do we choose one package over
another? Shape unwraps the mysteries of pack-
aging design.

"³'B@3<2
Organic and natural materials guide new parents
when they buy products for their children. Also,
20 learn how we can stem bacteria’s growing resis-
tance to antibiotics.

>@=47:3
Ove Danielsson calls his public toilets ”public
furniture”. For four decades, he has used them to
decorate cities around the world.

!B316<=:=5G
Fast-growing eucalyptus, or the slow-growing
spruce? How fast a tree grows determines its pulp’s
18 quality and end-use.

$A1/7<A723
30 An Olympic luge star talks openly about inconti-
nence, and the SCA logo has company.

!=CB:==9
A retired sawmill from southern Sweden gets a
second chance in Zanzibar.

!"31=<=;G
23 The half-year result exceeds expectations and
profits rise to SEK 2.2 billion.

A1/AVO^SWaO[OUOhW\ST`][A1/^`W[O`WZgUSO`SRb]eO`RaVO`S
V]ZRS`aO\RO\OZgabaPcbOZa]T]`X]c`\OZWaba]^W\W]\ZSORS`aO\R]bV
S`aW\bS`SabSRW\A1/aPcaW\SaaO\RRSdSZ]^[S\bAVO^SWa^cPZWaVSR
T]c`bW[SaOgSO`BVS\SfbWaacSWaRcSW\2SQS[PS` 
/RR`SaaA1/1]`^]`ObS1][[c\WQObW]\a0]f  !Ab]QYV]Z[
AeSRS\BSZS^V]\S"$&%&&#4Of"$&$%&&!
>cPZWaVS`1O[WZZOESW\S`;O\OUW\U3RWb]`;O`WbOAO\RS`
3RWb]`WOZ;O`WbOAO\RS`A1//\\O5cZZS`a5‡`O\:W\R
O\R9`WabW\>wSdO/^^SZPS`U2SaWU\B]\S9\WPSab‡ZO\R
3`aO\1c`cYZc/^^SZPS`U>`W\bS`A‡`[ZO\Ra5`OTWaYO/0
9Ob`W\SV]Z[1]dS`^V]b]>gaaS6]Z[PS`U

A1/AVO^SWa^cPZWaVSRW\AeSRWaVO\R3\UZWaVBVSQ]\bS\baO`S^`W\bSR]\5`O^V]1]bS&U`O[T`][A1/@S^`]RcQbW]\]\ZgPg^S`[WaaW]\]TA1/
1]`^]`ObS1][[c\WQObW]\aBVS]^W\W]\aSf^`SaaSRVS`SW\O`SbV]aS]TbVSOcbV]`a]`^S`a]\aW\bS`dWSeSRO\RR]\]b\SQSaaO`WZg`STZSQbbVSdWSea]T
bVSSRWb]`a]`A1/G]cQO\acPaQ`WPSb]A1/AVO^S]``SORWbOaO^RTObeeeaQOQ][

I ! KA6/>3A1/ !
A6/>3C>

cheap chic.

>6=B=(163/>1671E3227<5A1=;
115 meters
WabVSVSWUVb]TbVSe]`ZR¸abOZZSab
b`SSeVWQVU`]eaW\@SRe]]R<ObW]\OZ
>O`YW\\]`bVS`\1OZWT]`\WOBVSdO`WSbg
WaQOZZSRaS_c]WO
Entering into matrimony shouldn’t have to bring you to the
31.3 meters brink of ruin. So says the website cheap-chic-weddings.
com, which provides tips on how you can create a really in-

X
expensive wedding dress using toilet paper, glue, tape and a
WabVSQW`Qc[TS`S\QS]TbVSe]`ZR¸a
[]ab[OaaWdSb`SSBVSbW[PS`T`][bVWa stitch here and there. Each year, the website holds a com-
[O[[]bVb`SSWaQ]\aWRS`SRS\]cUVb] petition to select which gown made from toilet paper is the
[OYS¿dSPWZZW]\[ObQVabWQYa
most creative, most original, and of course most beautiful.

How green is your dinner?

6]e[cQVQO`P]\S[WaaW]\R]g]c`[SOZaQ`S
ObS-/beeeSObZ]eQO`P]\]`Ug]cQO\R`OUO\R
R`]^[S\cWbS[aW\U`SRWS\ba]`aO[^ZS[SOZa
W\b]g]c`dW`bcOZ^O\O\RQOZQcZObSbVSQO`P]\
W[^OQba]Tg]c`T]]RQV]WQSaBVS:]e1O`P]\
2WSb1OZQcZOb]`Q]\QS^bWaRSdSZ]^SRPgQObS`W\U
Q][^O\g0]\/^^{bWb

More green, please

>S]^ZSeV]VOdSabO`bSRPcgW\UU`SS\^`]RcQbaO`SW\Q`SOa
W\UbVSW`^c`QVOaSa/\ObW]\OZ]\ZW\Sac`dSgQ]\RcQbSRT]`bVS
aSQ]\RQ]\aSQcbWdSgSO`T]c\RbVObbVS[OX]`Wbg]TQ]\ac[S`a
O`SSWbVS`PcgW\UbVSaO[SO[]c\b]TS\dW`]\[S\bOZZg`Sa^]\
aWPZS^`]RcQba]`PcgW\USdS\[]`SBVSac`dSg]T "CA
ORcZbaOUSa&O\R]ZRS`eOaQ]\RcQbSRW\/^`WZPg6O``Wa7\bS`OQ
bWdS]\PSVOZT]TbVSB]`YP`O\R]TA1/7bT]c\RbVObbe]bVW`Ra
$%^S`QS\b]TCAORcZbaeV]Q]\aWRS`bVS[aSZdSaPcgS`a]T
U`SS\^`]RcQbaVOdS[OW\bOW\SRbVSW`ZSdSZa]TU`SS\^c`QVOaSa
/\]bVS` #^S`QS\bVOdSW\Q`SOaSRbVSW`U`SS\PcgW\UW\ZWUVb]T
`SQS\bQVO\USaW\bVSSQ]\][g=\Zg&^S`QS\baOWRbVSW`U`SS\
^c`QVOaSaVORRSQZW\SRW\ OaO`SacZb]TbVSSQ]\][g
>6=B=(7AB=19>6=B=

µBVS`SacZba]TbVSbe]ac`dSgaW\RWQObSOb`cSb`S\R³bVObQ]\
ac[S`W\bS`SabW\U`SS\WaVS`Sb]abOg`SUO`RZSaa]T`SUW]\OUS
US\RS`]`bVSQ]c\b`g¸aSQ]\][WQabObS¶aOga;WYS9O^OZY]A1/
BWaacS¸aacabOW\OPWZWbg[O`YSbW\U[O\OUS`

"A1/A6/>3I ! K
 AC>3@>/>3@
;]`S^O^S`eWbVac^S`^`]^S` bVS^O^S`[OU\SbWQOaeSZZBVS

..
bWSaWa[ObS`WOZWhW\UObbVS@]gOZ
7\abWbcbS]TBSQV\]Z]UgW\Ab]QY
V]Z[BVSe]`ZR¸aab`]\USab^O
^S`eOa]`WUW\OZZgQ`SObSRcaW\U
`SUcZO`QSZZcZ]aSO\RS\hg[Sa
<]ebVSaO[S`SaSO`QVbSO[VOa
bOYS\bVS\SfbabS^O\R[ORS
\Seac^S`^O^S`WaSfb`S[SZg
ZWUVbeSWUVbab`]\UO\RÀSfWPZS
BVS^O^S`e]cZRPSacWbOPZST]`
^`W\bW\UPO\Y\]bSaO\R]`WUW\OZ
R]Qc[S\baPSQOcaSWbe]cZRPS
Sfb`S[SZgRWT¿QcZbb]Q]c\bS`
TSWb

AC223<:G6/D3B=5=-
No worries…There is a new
service for people who fi nd
themselves in need of a bath-
room when they are away
from home: an online Bath-
room Finder that quickly and
accurately locates dozens of

...toilet online
the nearest public restrooms
all around the world. The
service, powered by SitOrS-
quat.com, can be used on nu-
merous platforms including
iPhone app, BlackBerry app
and SMS text messaging.

FINANCE SCHOOL

307B-E6/B¸AB6/B-
:WYS]bVS`W\Rcab`WSabVS¿\O\QWOZe]`ZRWaTcZZ]TOPP`SdWObW]\abVOb
O`SVO`Rb]¿Uc`S]cbB3FB(5r@/<:7<2

/Q][[]\Sf^`SaaW]\Wa307B AW[WZO`OPP`SdWObW]\aO`S SO`\W\Ua/[]`SQ][[]\eOg

3O`\W\Ua0ST]`S7\bS`SabO\R caSROaeSZZT]`O\c[PS`]T ]T[SOac`W\UbVSZObbS`WabVS
BOfSaeVWQVWabVSaO[SbVW\U PcaW\Saa`ObW]aZWYS3D307B >3`ObW]W\eVWQVg]cRWdWRS
OabVSQ][^O\g¸a]^S`ObW\UW\ eVWQVWabVSQ][^O\g¸aS\bS` bVSaVO`S^`WQSPgbVSSO`\W\Ua
Q][SO\RaV]eabVSRWTTS`S\QS ^`WaSdOZcS`SZObWdSb]SO`\W\Ua ^S`aVO`S
PSbeSS\`SdS\cSaO\R]^S`Ob PST]`SW\bS`SabO\RbOfSaO\R
AS E !
DON ' T ER
W\UQ]abaW\QZcRW\URS^`SQWO W\RWQObSaV]eVWUVbVSdOZcS
bW]\O\RO[]`bWhObW]\ ]TOQ][^O\gWa`SZObWdSb]Wba

I ! KA6/>3A1/ #
 A6/>31=D3@

C<E@/>>7<5

the packaging
4 571193602907

One second – that’s the amount of time we give to a

package on the store shelf. What role does packaging play
in getting consumers today to take a product home? Shape
examines the relation between us and packaging.
B3FB(ACA/<</:7<25@3<>6=B=(>GAA36=:;03@5

c ]\b`O`gb]what many
people may believe, most
purchasing decisions are
made on the spot at the
store. A customer may have already de-
cided to buy pasta but not yet decided
what kind. Skilled packaging designers
and producers have ample opportuni-
ties to influence people’s purchasing de-
cisions, but they don’t have much time
to grab their attention.
“On average, we look at every prod-
uct for less than one second – six or
seven seconds at the very most,” says
Kerstin Gidlöf at Lund University, who
is conducting a study of consumer pur-
chasing processes with the help of eye
movement measurements.
In purely practical terms, this is done
by equipping customers with a bike
helmet fitted with a camera. “Based on
this, we can see what they look at and
study, how much time they spend on
each package and how many packages
they look at for various categories of
items,” Gidlöf says.
Most people say that factors like nu-
tritional content and price are impor-
tant to them. But when asked directly,
there aren’t many who know the actual
price or the nutritional content of an
item they have chosen. And only a very
few take the package down to look at
it more closely. “Given this and the
limited amount of time people give to a
package, it’s a matter of focusing on the
front of the package and keeping it to a
single, clear message,” Gidlöf notes.
Having a face on the package is of-
ten a good way to attract attention,
she says, especially if it gives a sense
of eye contact. “Some packages aimed

$A1/A6/>3I ! K
5WdS\bVSZW[WbSRO[]c\b
]TbW[S^S]^ZSUWdSb]O
^OQYOUSWb¸aO[ObbS`]T
T]QcaW\U]\bVST`]\b]T
bVS^OQYOUSO\RYSS^
W\UWbb]O
aW\UZSQZSO`
[SaaOUS

I F FF KA6/>3A1/ %
A6/>31=D3@
If the product and packaging had
been developed together, a lot of
problems would have been avoided.
at children have characters looking
down. That way they have eye contact
with children, who are further below,”
Gidlöf says.
Color is also important. It only takes
a hundredth of a second for it to regis-
ter. We also note the shape of the pack-
age after a tenth of a second, whereas
text and image require at least a second.
µ27443@3<B1=:=@A57D3 differ-
ent signals and even result in physical
reactions that apply across cultural and
national boundaries. For instance, red
raises our blood pressure while blue has
the opposite effect,” says Thorbjörn
Magnusson at the School of Design
and Crafts in Gothenburg, Sweden.
He thinks that blue often gives a sense
of logic, efficiency and class, but also
coldness. “So you should never have
blue packaging if you’re selling heating
units.”
The more similar the content is from
one product to another, the greater im-
portance packaging has in the custom-
er’s purchasing decision. “For complex
products like cellphones, we’re pretty
faithful to brands,” Magnusson says.
“But where many foods are concerned,
the products are more similar and we’re
not as particular about which brand
we choose. That’s where packaging be-
comes a lot more important.”
&A1/A6/>3I ! K
Annika Olsson, an associate profes-
sor in packaging logistics on the Fac-
ulty of Engineering at Lund University,
studies how to create packaging that is
functional and user-friendly and con-
tributes to a sustainable society. “By far
the most important requirement is that
the packaging protects the contents,”
she says. “In some cases, people have
looked too closely at user-friendliness
and too little at the protective function.
But it’s not particularly user-friendly
if the food is packaged in a way that
someone becomes sick as a result or it is
destroyed in some other way.”
The most common criticism of
packaging is that it is difficult to open,
especially packaging for electronics
and home appliances. The same is true
of medications. “This type of product
is often subject to theft and copying,”
Olsson says. “So the packaging is a
little harder to open. If more consum-
ers knew that this was to protect them,
I think it would be easier for them to
accept it.”
At the same time, she says there are
many good solutions for how to make a
package that protects the contents and
is also easy to open. “One example is
pill bottles that have a slot in the cap so
you can fit a pen in to leverage it open.
Similar innovations should be devel-
oped for other lids, such as for jam jars.”
Olsson believes that creating success-
ful packaging involves understanding
the user situation and integrating the
packaging into product development
work. The result will be products and
packaging that are more functional and
user-friendly. “Many products break
when they are shipped and handled,”
she says. “If the product and packaging
had been developed together, a lot of
problems would have been avoided.”
@313<BB@3<2A6/D3 seen a grow-
ing shift to single-serving packages
and packaging that can be used for
store displays or for eating implements.
There is also a clear retro trend, with
packaging that looks the way it did in
Grandma’s day and, if possible, tells a
story. “Closely linked to that is the eco-
logical trend, with more natural pack-
aging and greater demands for renew-
able material,” Olsson says.
She also sees how packaging is in-
creasingly polarized depending on
which sex is being targeted, especially
for luxury items like candy and alco-
hol, as well as products for children.
“In drugstores nowadays, you can
choose Nemo bandages for boys and
princess bandages for girls,” Olsson
says. “That’s something that was never
available before. In the US, this trend is
even more noticeable.”
1]Z]`WaW[^]`bO\bW\^OQY
OUW\UOaWbbOYSa]\Zg]\S
Vc\R`SRbV]TOaSQ]\Rb]
`SUWabS`BVSaVO^S]TbVS
^OQYOUW\U`SUWabS`aOTbS`
ObS\bV]TOaSQ]\ReVWZS
bSfbO\R^WQbc`Sa`S_cW`SO
TcZZaSQ]\R

I F FF KA6/>3A1/ '

A6/>31=D3@
4C<4/1BA¬
>OQYOUW\UbVOb[]ab^S]^ZS
`SQ]U\WhSaW[^ZgPgWbaaVO^S(
1]QO1]ZOB]PZS`]\S/Pa]Zcb
D]RYO
>OQYOUW\U
eWbVSfQZcaWdS`WUVbab]
Q]Z]`a(=\ZgOTSeQ][^O\WSa
VOdSa]ZS`WUVbab]OUWdS\
Q]Z]`T]`bVSW`P`O\RaO\R
^OQYOUW\U7\bVS3CbVS`S
O`SOR]hS\]`a]SfO[
^ZSaW\QZcRW\U4Oh
S`¸aRO`YPZcS
BVS`WUVba
O`S]\ZgT]`
4W\ZO\RO\R
O^^Zg]\Zg
b]QV]Q]
ZObS
/TSea[O`b^OQYOUW\Ua]Zc
bW]\aW\\Obc`S(
BVSPO\O\OeVWQVWa^`S^OQY
OUSRO\R`SORgb]SObbVS
^`]bSQbWdSaVSZZ]TOa\OWZO
PW`R¸aSUUOPcbbS`Àg¸aQ]Q]]\
O\RbVSVSfOU]\OZQSZZabVOb
ab]`SV]\Sg W\O
PSSVWdS
=\SST¿QWS\b
^OQYOUW\U
OQQSaa]`gWa
bVSa^WRS`¸aabc`Rg
bV`SOR=\SbV`SORe]dS\
O`]c\RbVSe]`ZRe]cZR\]b
eSWUV[]`SbVO\"#U`O[a
]\S^]c\RO\RObbVSaO[S
bW[SQ]cZRPSab`SbQVSR"
^S`QS\beWbV]cbP`SOYW\U
=\SSfO[^ZS]TO\ST¿QWS\b
^OQYOUW\UWabVSa^WRS`aeSP
/bV`SOR]Ta^WRS`aWZYZ]\U
S\]cUVb]S\QW`QZSbVSe]`ZR
e]cZR\beSWUV[]`SbVO\
"#U`O[aO\Re]cZRPSOPZS
b]ab`SbQV"^S`QS\beWbV]cb
P`SOYW\U
A1/A6/>3I ! K
Soon packaging
will be doing
our thinking
7<B634CBC@3we will start to see
more intelligent packages. Along with
protecting their contents and stimu-
lating people’s purchasing desire, they
will provide added value to consumers.
Examples include glue and hair color
products with a built-in timer on the
package.
At the Stockholm research institute
iPack, intensive research is under way
on the packaging of the future. The
aim is to lay a solid ground for new in-
novations that can be out on the mar-
ket within a short period of time. The
emphasis is on renewable materials and
paper packaging.
“The innovations are a combination
of new ideas and products from part-
ner companies,” says Fredrik Jonsson,
director of operations for iPack. “Our
task is to provide new functionality to
packaging that makes everyday life a
little better for people.”
=<3=4B63A3<3Eideas will prob-
ably be appreciated by many people
who have struggled with hard-to-open
packaging for electronic products.
Instead of packaging that is welded to-
gether, researchers at iPack have tested
a glue that can be unstuck using electric
current. “In practice, this could be done
B]PWWBSQV\]Z]Ug
a^SQWOZWhSaW\SgS
b`OQYW\UO\RSgS
Q]\b`]ZBVWa
bSQV\]Z]UgS\OPZSa
Q][^cbS`ab]Y\]e
SfOQbZgeVObbVScaS`
WadWSeW\U
at the check-out counter with the help
of a scanner and code,” Jonsson says.
In another project, digital displays
have been printed on the packaging.
“This allows moving messages to be
displayed that will quickly draw atten-
tion, such as blinking warning signals
or a message advertising that the prod-
uct is on sale.”
Another project involves pharma-
ceutical packaging. “We’re looking
at systems where information can be
logged in on the package, such as what
time the patient takes her medicine,”
Jonsson says. “The system can also
provide more personalized informa-
tion. If someone is 70, she may not
need information about side effects for
people who are pregnant.”
7>/197A/ research
center at the Royal
Institute of Techno-
logy in Stockholm.
The center is fi nanced by the research
funding state authority Vinnova, the
Royal Institute of Technology and a
number of private-sector companies.
The project to develop innovative
packaging solutions runs from 2008
to 2018 and employs researchers from
several countries.
 4 571193602907

B633F>3@BA3F/;>:3A
=45==2>/19/57<5
;WZYQO`b]\bVSBSb`OP`WYbg^S(3\dW`]\[S\
bOZZgT`WS\RZgST¿QWS\bT]`b`O\a^]`bObW]\SOag
b]ab]`S
“It’s delivered compressed in a roll to the milk producer, packed efficiently
with the fi nished product and takes up little space in the fridge.” Annika
Olsson, associate professor in packaging logistics, Faculty of Engineering
at Lund University

/^^ZS;OQ(5]]RZ]]YW\UO\RTc\QbW]\OZ
“A Mac gives you a personal feeling, and so does the packaging. It
consists of a black bag that’s functional and so good looking that
you really want to save it.” Thorbjörn Magnusson, School of Design
and Crafts in Gothenburg

:WdS`a^`SORW\ORcOZ^OQY(CaS`T`WS\RZg
O\RS\dW`]\[S\bOZZgT`WS\RZg
“Liver spread doesn’t have a long shelf life once it’s been opened, and
there’s a big risk that the contents will be thrown away if the package
is too large. With a package divided in two, you can use a little at a
time.” Helén Williams, Karlstad University

1V]^^SRa^W\OQVT`]hS\W\QVc\Ya(CaS`
T`WS\RZgO\RS\dW`]\[S\bOZZgT`WS\RZg
“By packaging the spinach in smaller chunks, you can use the amount
you need and avoid throwing anything away.” Helén Williams,
researcher on packaging and the environment at Karlstad University

H==0=F3A³;/97<5B7AAC3/>
>3/:7<5B=167:2@3< SCA manu-
facures tissue boxes designed for child-
ren. By turning the boxes into animals
children are attracted by the colours,
hopefully making their hygiene expe-
rience a little more playful.

I ! KA6/>3A1/ 
A6/>31=D3@
E3¸@3B631CAB=;3@¸A
>@=0:3;A=:D3@
A1/>OQYOUW\UWaeSZZOZ]\UbVS`]ORb]W\Q`SOaSR
^`]¿bOPWZWbg7[^]`bO\b`SOa]\aO`SOPSbbS`Q]ab
ab`cQbc`SU`SObS`b`O\a^O`S\QgO\RW\Q`SOaSRT]Qca
]\aSZSQbSR[O`YSba
µE3/:@3/2G have good strategies,”
says Michael Cronin, president of SCA
Packaging. “Now the goal is to imple-
ment them faster and more efficiently.”
Transparency and efficiency are
important ingredients for Michael
Cronin, who took over as president of
SCA Packaging in the spring.
“My strength as a leader is getting
people to work in the same direction,
focus on what is important and carry
this out,” Cronin says. “There should
be no gray areas when it comes to what
is to be done. Rather, the message
should be clear and simple.”
SCA Packaging is the second-largest
supplier of corrugated board in Europe
and a market leader in packaging design.
Two of its success factors are its high
degree of integration and innovation.
“That’s what really distinguishes our
people,” Cronin says. “We have a strong
innovative culture, where we work very
closely with our customers and con-
sumers to produce real problem-solvers
throughout the packaging chain.”
The strategies vary in different mar-
kets. In some countries, the focus is on to-
!;GB6A/0=CB>/19/57<5
7b¸aPORT]`bVSS\dW
`]\[S\bb]^OQYOUS
T`cWbaO\RdSUSbOPZSa
4/:A3>OQYOUW\U
]TbS\[SO\aOZ]\US`
aVSZTZWTSeVWQV
`SRcQSaeOabS7TbVS
^OQYOUW\UWa[ORS
eWbVO[]RW¿SROb
[]a^VS`SbVSaVSZT
 A1/A6/>3I ! K
tal solutions; in others, the division works
more like a pure packaging provider.
“There’s no reason to act the same
in every market. What’s important is
taking into consideration the different
needs and conditions that exist.”
In the years to come, the greatest
emphasis is being placed on established
key markets like Germany and France
as well as fast-growing markets in east-
ern and central Europe. “In the West,
our strongest market position is in the
food industry, while in eastern and
central Europe it is mainly packaging
for electronic products and auto parts,”
Cronin says.
B6@=C56=CBB63operations, there
is an explicit awareness of sustainabil-
ity and the environment. With cor-
rugated board as the basic material,
all packaging is renewable, recyclable
and environmentally friendly. “Gener-
ally speaking, packaging is something
that’s good for the environment and
reduces global waste,” Cronin says. He
sees an ever-growing demand for more
environmentally friendly material,
ZWTSWaSfbS\RSRSdS\Tc`bVS`BVS
S\dW`]\[S\bOZW[^OQb]T^OQYOUW\U
WacacOZZga[OZZS`bVO\WTeSVOdSb]
bV`]ebVST`cWb]`dSUSbOPZSaOeOg
=`UO\WQ^`]RcQba[]abZWYSZg
VOdSSQ]Z]UWQOZ^OQYOUW\U
4/:A3;O\g]`UO\WQ^`]RcQba
\SWbVS`VOdSSQ]Z]UWQOZ^OQYOUW\U
\]`caSb`O\a^]`bObW]\bVObWaU]]R
T`][O\S\dW`]\[S\bOZ^S`a^SQbWdS OTbS`bVSaSZZPgRObS
;WQVOSZ1`]\W\
^`SaWRS\b]T
A1/>OQYOUW\U
A1/>/19/57<5
>@3A723<B(;WQVOSZ1`]\W\
=>3@/B7=<A(2SdSZ]^[S\b]T
b]bOZ^OQYOUW\Ua]ZcbW]\aPOaSR
]\Q]``cUObSRP]O`R[O\c
TOQbc`S]TQ]``cUObSRP]O`R
[ObS`WOZa
>@=2C1B7=<(/P]cb&#TOQWZW
bWSaW\ "Q]c\b`WSaW\3c`]^S
AB@/B3571>@7=@7B73A(Ab`SO[
ZW\SO\RW[^`]dSST¿QWS\QgT]`
U`SObS`^`]¿bOPWZWbgW\Q`SOaS
bVSaVO`S]Tb]bOZ^OQYOUW\U
a]ZcbW]\a^`][]bSSf^O\aW]\
eWbVW\\]dObW]\O\R^`]RcQb
RSdSZ]^[S\bO\RbOYSORdO\
bOUS]TU`]ebV]^^]`bc\WbWSa
W\TOabU`]eW\U[O`YSbaO\RW\
^`]¿bOPZSaSU[S\ba
/D3@/53<C;03@=43;>:=G
33A '( !%/TbS`bVSaOZS
]T/aWO\]^S`ObW]\abVS\c[PS`
]TS[^Z]gSSaeWZZTOZZPg"#
<3B@3D3<C3 '(
A39 &!#';OP]cbO_cO`bS`]T
bVS5`]c^¸a`SdS\cSa
=>3@/B7<57<1=;3 '(
A39"!;
from both producers and consumers.
“The driving forces are both economic
and emotional,” he says. “Manufactur-
ers need access to recycled material in
their operations, and consumers give
high priority to environmental con-
cerns, right after quality and price.”
EVS\bVSaSZZPgRObS]\
^OQYOUW\UVOa^OaaSRbVS
T]]RaV]cZRPSbV`]e\OeOg
4/:A3@SZg[]`S]\]c`]e\
aS\aSa7TbVST]]Ra[SZZaO\RbOabSa
U]]RbVS\bVS`S¸a\]bVW\Ue`]\U
eWbVWb/\c\]^S\SRQO`b]\]T[WZY
bVObVOaPSS\YS^bObbVS`WUVbbS[
^S`Obc`SeWZZYSS^T]`aSdS`OZROga
B@3<2

Eco-ambit
T]`[]

;ORSZSW\S:W[Sa3Y]:SY]aSZZa
SQ]Z]UWQOZb]gaW\QZcRW\UO4OW`
b`ORS1`]Q]RWZST`][A`W:O\YO

"A1/A6/>3I ! K
ions
RS`\QVWZR`S\
We want safe, sustainable, environmentally friendly
products for our children. That’s why classic activities
and building toys have eclipsed computer games on the
list of things that today’s parents want for their children.
B3FB(3D/:=BB/A75C@26>6=B=(A1/<>7F

pending time with the kids
instead of climbing the cor-
porate ladder has become the
“in” thing, and the family ide-
al is more celebrated than ever before.
So says Pernilla Jonsson at the research
and consulting fi rm Kairos Future.
Today it brings high status to be a
good parent, and it’s extremely impor-
tant that other people think so too.
What being “a good parent” means
varies among different groups. One
aspect of parenthood today influences
the choice of products – the homoge-
neous group of parents of yesteryear
has now been transformed into a va-
riety of “microcultures,” each with its
own ideals.
That may be because many parents
are now older so they’ve managed to
develop their perspective on life before
their children are born. They don’t
want to abandon their lifestyle simply
because they’ve started a family. Rath-
er, the family has become part of their
life project.
For instance, in one group a good
parent may mean, among other
things, giving their children eco-
logically sound, home-cooked food
as well as ethical, environmentally
friendly clothes and other products.
The ideal of environmental friendli-
ness is broad, and many families have
high eco-ambitions, but this ideal is
not always reflected in their behavior.
Many fi nd eco-labeled products are
still expensive, and such items are usu-
ally purchased by the parents with the
greatest commitment.
But among the array of toys for
sale, some trends can be seen in every

I ! KA6/>3A1/ #
B@3<2
BVSQ]\aQW]ca^O`S\bb]ROgZ]]YaT]`SQ]Z]UWQOZT]]RQZ]bVSaO\Rb]ga[ORS]T\Obc`OZ[ObS`WOZa
microculture, both in Sweden and in-
ternationally. The enormous multi-
media boom has ended, and instead
the demand is for activity and build-
ing toys, like balls and traditional
Legos.
“Parents have grown tired of all their
sitting in front of computers and TVs
and want to keep their children active,”
says Klas Elm, managing director of
the Swedish Toy Association, a trade
organization.
Parents, especially first-time par-
3<D7@=<;3<B/::G/2/>B3227/>3@A
A1/¸aS\dW`]\[S\bOZ^`]U`O[VOa
`SacZbSRW\Z]eS`QO`P]\RW]fWRS
S[WaaW]\aUS\S`ObSRT`][bVS[O\c
TOQbc`S]TWba:WPS`]RWO^S`O[]\U
]bVS`^`]RcQba
A1/¸aS\dW`]\[S\bOZSTT]`baWa
POaSR]\OZWTSQgQZS^S`a^SQbWdS7\
OZWTSQgQZSOaaSaa[S\b:1/SdS`g
^VOaS]TbVS^`]RcQbW]\QVOW\WaQ]\
bW\c]caZgaQ`cbW\WhSRT`][bVSQV]WQS
]T[ObS`WOZab]eOabS[O\OUS[S\b
BVWa[OgW\d]ZdSOQQSaab]S\S`Ug
W\bVS[O\cTOQbc`W\U^`]QSaa]`bVS
$A1/A6/>3I ! K
ents, are extremely easy to influence as
consumers, especially when it comes
to safety issues. Pernilla Jonsson and
Wanda Geisendorf, the Swedish Con-
sumer Agency’s expert on safety, are
agreed on this. Debates in the media
and product scares are reflected imme-
diately in both purchases and registered
complaints about children’s products.
“Ever since tinnitus attracted a lot
of attention a few years ago, Swedish
parents buy far fewer loud toys, a trend
that I don’t think is as clear elsewhere
T]`[]Tb`O\a^]`bObW]\caSRb]aVW^
^`]RcQba
/QQ]`RW\Ub]O\:1/T]`:WPS`]¸a
]^S\RWO^S`aeVWQVeOa`SdWSeSR
PgObVW`R^O`bg7D:bVSAeSRWaV
3\dW`]\[S\bOZ@SaSO`QV7\abWbcbS
QO`P]\RW]fWRSS[WaaW]\aVOdSRS
Q`SOaSR $^S`QS\bW\bVSZOab
gSO`a PSZBVST]c`a[OZZSabaWhSa]TRWO
µBVS]PXSQbWdSWabVOb]c`^`]R
cQbaaV]cZR[OYSbVW\UaOaSOagOa
^]aaWPZST]`^O`S\ba]Ta[OZZQVWZ
R`S\eVWZSObbVSaO[SbW[SVOd
in Europe,” Geisendorf says.
Whether it concerns toys, clothes or
other products for children, there is a
major difference in how parents make
purchases today compared to the past.
Nowadays most things are bought
online. It could be said that stroll-
ing around town has been replaced by
“strolling” with a computer on the couch
in front of the TV at night. “People start
by looking at the place of purchase for
items in monthly magazines and then
surf their way there,” Jonsson notes.
W\UbVSa[OZZSab^]aaWPZSW[^OQb
]\bVSS\dW`]\[S\b¶aOga:W\ca
1ZOcaS\<]`RWQ[O`YSbW\U[O\
OUS`T]`:WPS`]
/a^O`b]TA1/¸aS\dW`]\[S\
bOZSTT]`babVS`SWa\]eO^`]XSQb
c\RS`eOgb]VOdS:WPS`]RWO^S`a
QO``gbVSAeSRWaVµAeO\¶SQ]ZO
^S`aO`SOZ`SORg[O`YSReWbVbVS
SQ]ZOPSZ
Because we are passionate about everyday life. Because we want
to be closer to you, and constantly improve. Because we believe
in being forever sustainable. And because we care.

www.sca.com
B@3<2

BVS`OQSOUOW\ab
0/1B3@7/
0OQbS`WObVObO`S`SaWabO\bb]O\bWPW]bWQaO`SO “In our part of the world, it is still
mainly people whose immune defenses
U`]eW\U^`]PZS[bV`]cUV]cbbVSe]`ZR/aZ]\U are already weakened who die of re-
OaeScaSO\bWPW]bWQaPOQbS`WOeWZZRSdSZ]^`SaWa sistant bacteria, but there are reports
bO\QS7b¸aW\SaQO^OPZSPcbeWbVXcRWQW]cacaSO\R from countries with poorer access to
W[^`]dSRVgUWS\SbVSbWRSQO\PSabS[[SR healthcare of aggressive infections that
are affecting every part of the popula-
B3FB(ACA/<</:7<25@3<>6=B=(53BBG7;/53A7AB=19>6=B= tion,” Heddini says.

e
dS`ggSO`at least 25,000
people in Europe die of bacte-
rial diseases for which antibi-
otics were ineffective. This is
a problem throughout the world, but no
comparable global figure is available.
“However, random data indicate
that the situation in sub-Saharan Af-
rica is significantly worse than in Eu-
rope,” says Andreas Heddini, a doctor
and head of the international network
ReAct, which is fighting resistance to
antibiotics.
The effect of resistant bacteria is
already apparent. One example is that
hospitals and other healthcare facilities
are being infected with methicillin-re-
sistant staphylococcus aureus (MRSA).
@3A3/@163@A/@5C3that in the
future, the healthcare industry will be
unable to treat many illnesses that are
treatable today. In addition, the situ-
ation will become more difficult for
major surgical procedures and chemo-
therapy treatment for cancer patients
because these require antibiotics.
Bacteria have become resistant
because of how antibiotics are used.
Through training and networking,

&A1/A6/>3I ! K

ReAct is working to counter excessive
use, where antibiotics are used for com-
plaints when they aren’t necessary.
Excessive use is a global threat to
public health that must be taken very
seriously. At the same time, we need
to work to develop a new class of
antibiotics, with new mechanisms
of action.
Good hygiene is extremely impor-
tant in reducing the spread of all types
of bacteria. When, in 2009, the risk
of becoming infected with swine flu
(H1N1) got Swedes to wash their hands
and use hand disinfectant to a greater
extent than before, the use of antibiot-
ics in Sweden decreased.
“All indications are that it was the
hand disinfectant campaign that re-
duced the number of illnesses, doc-
tor visits and antibiotic prescriptions,
although this hasn’t been substantiated
100 percent yet,” Heddini says.
Improved hygiene in healthcare is
needed throughout the world. It is
by no means a given at every hospital
@3;3;03@(
:W_cWRa]O^Wa[]`SVgUWS\WQ
bVO\PO`a]O^
6O\Rb]eSZaaV]cZRPSQZSO\O\R
R`g)POQbS`WOZ]dS[]Wabc`S
6O\RPZ]eS`aQO\W\Q`SOaSbVS
\c[PS`]TPOQbS`WO]\g]c`
VO\Ra
2`gW\UVO\RabVObO`SOZ`SORg
R`geWbVO^O^S`b]eSZaWU\W¿
QO\bZg`SRcQSabVS\c[PS`]T
POQbS`WO]\bVS[
B6303AB
E3/>=<4=@
C<E/<B32
0/1B3@7/
6O\RaO`SbVS[]abQ][[]\
dSVWQZSaT]`b`O\a[WbbW\U[]ab
W\TSQbW]\a1ZSO\R`gVO\Ra`S
RcQSbVSa^`SOR]TPOQbS`WObVOb
QOcaSRWaSOaS3dS`g]\SVOaO
U`SObdO`WSbg]TPOQbS`WO]\bVSW`
VO\R;O\g]TbVSaSO`ScaSTcZ
eVWZS]bVS`aO`Sc\eO\bSRO\RW\
a][SQOaSaQOcaSRWaSOaSeVS\
bVSgS\bS`]c`P]RgbV`]cUV]c`
[]cbV]`Oa]`S
µ4]`[]ab^S]^ZSWb¸aOZ`SORg
OUWdS\b]eOaVbVSW`VO\RaOTbS`
U]W\Ub]bVSPObV`]][]`PST]`S
Q]]YW\U]`SObW\UPcbWb¸aXcab
OaW[^]`bO\bb]eOaVg]c`VO\Ra
eVS\g]cUSbV][ST`][e]`Y
VOdSbOYS\^cPZWQb`O\a^]`bObW]\
]`US\S`OZZgVOdSPSS\W\^ZOQSa
eVS`SbVS`SO`SOZ]b]T^S]^ZS¶
aOga@]ZT/\RS`aa]\AS\W]`/R
dWa]`6gUWS\SObA1/
that the premises are properly cleaned
and staff members who meet patients
wear short sleeves, wash their hands
in alcohol-based disinfectant and keep
bacteria traps like watches and rings
at home.
I ! KA6/>3A1/ '
>@=47:3

4/1BA
</;3(=dS2O\WSZaa]\
/53($&
>@=43AA7=<(4]c\RS`]e\S`O\R
QVOW`[O\]T2O\T]
32C1/B7=<(6WUVaQV]]ZabcRWSa
W\[SQVO\WQOZS\UW\SS`W\UbVS\
dO`W]caORRWbW]\OZQ]c`aSa
4/;7:G(EWTS7`S\SROcUVbS`3dO
a]\>S`O\RT]c`U`O\RQVWZR`S\
:7D3A(3f^O\RSRac[[S`V]caS
[SbS`aT`][:OYS<]`OW\<SR`S
/Z\b]`^QS\b`OZAeSRS\eWbVO
abOPZSO\R!V]`aSa[O\OUSRPg
VWaeWTSO\RROcUVbS`
6=0073A(;OW\Zge]`YPOaWQOZZg
O`]c\RbVSQZ]QYgSO``]c\R:WYSa
b]b`OdSZO\RSObeSZZPcb\SdS`
Q]]Ya=dS`bVSgSO`aVOaP]cUVb
W\Q`SOaW\UZgPWUUS`P]ObabVSZOb
SabO bS`>`W\QSaa$
@3/2A(0caW\Saa^cPZWQObW]\a2O
US\a7\Rcab`WO\RDSQYO\a/TTw`S`
O\ROZZYW\Ra]TPcaW\SaaZWbS`Obc`S
OaeSZZOabVS[OUOhW\S;]b]`P]Ob
A][SbW[SaORSbSQbWdSab]`gb]`SZOf

A1/A6/>3I ! K
A passion for toilets
Beautiful public toilets that blend into the great cities of the
world are a lifelong passion for Ove Danielsson. He has
devoted his life to creating better urban environments and
his public toilet company Danfo is the largest in the world.
B3FB(>3@r?D7AB>6=B=(C::/1/@7<390:=;
µE63<7AB/@B32in the industry,
there was no status in selling toilets, so
I said I sold hygiene products. Then ev-
eryone asked if I sold sanitary napkins.”
When Ove Danielsson contacts mu-
nicipalities and cities today, he needn’t be
ashamed. People there talk about “street
furniture” – benches, lighting and infor-
mation signs. And then toilets, the most
expensive, exclusive street furniture.
“We have the world’s most advanced
toilet, which is self-cleaning with a ro-
tating floor,” he says proudly. “It costs
over 135,000 US dollars and is found
in Moscow, London, Abu Dhabi, Qatar
and Rio de Janeiro.”
Of Danfo’s 27 million US dollars
in revenue, services account for more
than 10 million US dollars. The toilets
can be purchased or leased for 10 to 15
years, including cleaning, maintenance
and protection against vandalism.
Partnerships with major advertis-
ing fi rms are often part of the package.
They pay for bus shelters and toilets,
and the cities allow them to put up ad-
vertisements.
Cities like Stockholm, Copenhagen
and London impose stringent demands
that toilets fit into the environment.
Piccadilly Circus in London boasts a
high-tech toilet with the City of West-
minster crest. In a nearby part of Lon-
don, the Stanway Street conservation
area of Hoxton, a handicap-accessible
toilet was sold.
In Skåne, in southern Sweden, a
number of toilets have grass roofs.
However, Danielsson’s personal favor-
ite is the vaulted “Paragon,” which is
called the Stockholm model. “There
are 65 of them in our capital,” he says.
Vacation home owners in Sweden
buy a version of the classic outhouse,
which can be used indoors because it
can handle toilet paper and is odor-free.
Danfo has also sold toilets to such
far-flung places as Antarctica and the
Sahara desert as well as 20 toilets to the
Formula One circuit in Bahrain. “And
Saddam Hussein’s shelter,” Danielsson
says. “Maybe that’s not something to
boast about.”
µ27443@3<B1C:BC@3Aand envi-
ronments require toilets to be adapt-
ed,” he says. “In the Arab world, for in-
stance, people should not have to turn
their behind towards Mecca. It is also
important that men and women have
not just separate spaces for toilets, but
also completely separate buildings.”
Bad hygiene and the lack of toilets
cause millions of deaths in the world
each year, especially in Africa but also
in disaster areas following a hurricane
or earthquake. Danielsson’s free-stand-
ing toilets require neither electricity nor
water. They have been bought by the
American and Canadian armies, the
United Nations and the Swedish Civil
Contingencies Agency.
Danielsson is as enthusiastic about his
product as he is about the business itself.
“Entrepreneurs often talk about strate-
gies, which is nonsense,” he says. “Along
with hard work, it’s about capturing the
bird in full flight. One day our sales
director came in and said there was a
Japanese man who wanted to buy a
2O\WSZaa]\¸a
^S`a]\OZTOd]`WbS
WabVSdOcZbSR
µ>O`OU]\¶
eVWQVWaQOZZSR
bVSAb]QYV]Z[
[]RSZ
>@=47:3
AeSRS\;OZ[‡
?ObO`
toilet and that we should turn him down
because they would probably make cop-
ies. I thought that if he was coming all
the way from the other side of the globe,
he wouldn’t be put off so easily. So I in-
vited him in. He was very polite and I
sold him a toilet.
“A month later, a fax came in. A Jap-
anese delegation from the same com-
pany wanted to come and visit us. They
bought 100 toilets. Then their CEO
came here and bought 10,000 toilets.
And after the earthquake in Kobe they
bought another 20,000 toilets. One of
the company’s best deals ever.”
From the start, the company, which
was based on an invention for how
to package waste in plastic bags, was
owned by Nitro Nobel. Danielsson be-
came the sales director at the age of 26.
“After a few years, they were going
to close down the company and I was
supposed to get a position abroad,” he
says. “But I believed in the market and
was so fascinated by the business con-
A1/A6/>3I ! K
<]`eOg6OcUSac\R
5`SOb0`WbOW\:]\R]\
cept that I bought the company.”
He had no money except for 50,000
kronor in share capital. Instead, he of-
fered the royalties on everything the
company sold for five years.
Danfo’s revenuesare now hundreds
of times greater than they were then.
Half of its 115 employees work in sub-
sidiaries in Denmark, Norway, Eng-
land and Dubai.
The head office, with 60 employees,
is located in Nora in central Sweden.
“I’m a big fish in a small pond,” he says.
His love of the place is apparent
when climbs into his Lexus hybrid and
gives a tour of the town’s mine, old
buildings and railroad cars that are
home to “the best restaurant in town.”
Danfo donates bike helmets and
safety vests to schoolchildren and sup-
ports local sports activities. However,
Danielsson is most actively involved in
an exchange program with an orphan-
age in Tretjak, Russia.
Today Danielsson is 68 and works
5`SOb0`WbOW\:]\R]\
5`SOb0`WbOW\:]\R]\
“only” 30 to 40 hours a week, af-
ter battling a serious illness for four
months last winter.
His doctor says he has to take it easy.
He still gets up at five in the morning,
has a big cup of coffee, reads the lo-
cal newspaper Närkes Allehanda and
the business daily Dagens Industri and
watches the business news on TV.
“Then I sleep for a few more hours and
go to work after nine. That way, I can
also work in the evening if it’s necessary.”
When he is asked to name a few hob-
bies, he is quiet. For a long time. “We
entrepreneurs are funny people, with
an unnatural drive,” he says. “I live for
my company 24 hours a day, seven days
a week.
“I have to confess that I often think,
was this how life was supposed to be?
Was that it? After saying that, I get a
kick every time I travel and see one of
the 50,000 toilets we’ve sold. I always
have a few coins in the local currency
so I can enter.”
 B316<=:=5G

<=B/::

4703@A /@3/:793
There’s fiber and then there’s fiber. In packaging
production, the material has to be strong, so fiber
from slow-growing trees is first-rate. But when pro-
ducing tissue paper, pulp from the fast-growing
eucalyptus tree adds valuable qualities.
B3FB(AD3<:7<23::7::CAB@/B7=<(:374n08r@<AA=<

I ! KA6/>3A1/  !
B316<=:=5G
3cQOZg^bcab`SSZSObVS`gPZcS
U`SS\ZSOdSabc`\bVSSRUS]TbVS
ZSOdSab]eO`RabVSac\
3cQOZg^bcaT]`Saba
^`]dWRSbVS`ST]`S
\]b[cQV
aVOR]e
he method of using wood to
make paper was invented in the
mid-19th century. Prior to that,
rags were the preferred mate-
rial. However, the principle is the same
– processing and refining fibers in the
raw material. The leading regions for
the paper and pulp industry were North
America and northern Europe, where
forests – the raw material – were found.
Fir, pine, beech and aspen are among
the most common varieties of trees
/\ScQOZg^bca in paper production. It is the cellu-
b`SS`SOQVSaWba
TcZZVSWUVb lose fiber in the wood that is the actual
W\%³&gSO`a raw material. The length, width and
strength of the fibers determine the
properties of the end product. Fibers
"A1/A6/>3I ! K
BV`S`SWaOZ[]ab
$
a^SQWSa]TScQOZg^bca
BVSb`SS]`WUW\ObSa
T`][
/cab`OZWO
from conifers are longer and produce
stronger paper. Fibers from deciduous
trees are shorter and produce softer,
more delicate paper.
To produce paper and board of a
certain quality, pulp is usually mixed
together using different methods and
different kinds of fibers.
The big newcomer in the pulp in-
dustry today is the eucalyptus tree.
For about a dozen years, the greatest
growth in the pulp business has been
in Southeast Asia and South America,
primarily because of the eucalyptus,
the fastest-growing tree in the world.
Cultivated in plantations under opti-
mal conditions in a warm, humid cli-
 >C:>4/1BA
BVS[O\cTOQbc`W\U^`]QSaaO\R
bVS`Oe[ObS`WOZO`SQ`WbWQOZT]`
bVS^`]^S`bWSa]T^O^S`O\RWbaO^
^ZWQObW]\a7\]`RS`b][O\cTOQbc`S
^O^S`O\RP]O`R]TOQS`bOW\_cOZ
Wbg^cZ^Wa[WfSRb]USbVS`caW\U
RWTTS`S\b[SbV]RaO\RRWTTS`S\b
YW\Ra]T¿PS`a 3fO[^ZSa]TQVS[WQOZ^cZ^O`S
@Oe[ObS`WOZ
4]`bVS`Oe[ObS`WOZe]]RbVS
ZS\UbVeWRbVO\Rab`S\UbV]TbVS
¿PS`aO`SQ`cQWOZW\RSbS`[W\W\U
bVS^`]^S`bWSa
1]\WTS`]ca¿PS`aO`S!b]#[WZ
ZW[SbS`aW\ZS\UbV2SQWRc]ca
¿PS`aO`SOP]cbVOZTOaZ]\U
:]\U¿PS`a^`]RcQS`]cUVS`
ab`]\US`^O^S`eVWZSaV]`b¿PS`a
^`]RcQSa]TbS`[]`SRSZWQObS
^O^S`
>cZ^^`]RcQbW]\WaUS\S`OZZgQO`
`WSR]cbW\be]eOga³[SQVO\W
QOZZg]`QVS[WQOZZg >O^S`QO\PS`SQgQZSR$%bW[Sa
;SQVO\WQOZ^cZ^
Ab`W^^SRe]]RbVObWaU`]c\R
]`QV]^^SRW\b]QVW^aO\RbVS\
[WZZSRa]bVObbVSe]]R¿PS`aO`S
aS^O`ObSRO\RT]`[^cZ^
/ZZbVSZWU\W\`S[OW\a³\]bXcab
bVSQSZZcZ]aSOaeWbVOQVS[WQOZ
^cZ^^`]QSaa
BVS^`]QSaa^`]RcQSa^O^S`
eWbVVWUV]^OQWbg7acaSRT]`
\Sea^`W\b[OUOhW\S^O^S`a][S
bg^Sa]TP]O`RO\RbWaacS
A][SZWU\W\WaRSQ][^]aSRPg
ac\ZWUVb)bVOb¸aeVg\Sea^`W\b^O
^S`T]`SfO[^ZSPSQ][SagSZZ]e
O\RT`OUWZS
:Saa`Oe[ObS`WOZWa\SSRSRPcb
bVS[SbV]RQ]\ac[SaOZ]b]T
S\S`Ug
mate, it may reach full height in seven
or eight years – one-tenth the time for
pine. Its short fibers are suitable, among
other things, as a “softener” in pulp for
hygiene paper.
3C1/:G>BCA7A/deciduous tree,
and southern pulp producers have beco-
me strong competitors for pulp compa-
nies in the northern hemisphere, whose
operations have focused on wood from
deciduous trees as a raw material.
But for companies that generally
1VS[WQOZ^cZ^ BVSe]`ZRa]ZRSab
E]]R¿PS`aO`Sb`SObSRQVS[W
QOZZgb]aS^O`ObSQSZZcZ]aS¿PS`a a^`cQSWaOP]cb
T`][]bVS`¿PS`
>`]RcQSaOab`]\U^O^S`eVWQV '#gSO`a]ZR
WacaSRT]`e`O^^W\Ue`WbW\UO\R
^cPZWQObW]\^O^S`O\RbWaacS O\RQO\PST]c\R
acZTObS^cZ^O\RacZ¿bS^cZ^
W\\ObW]\OZ^O`Y
1VS[WQOZ^cZ^`S_cW`SaOZ]b]T
`Oe[ObS`WOZPSQOcaS]\ZgVOZT
4cZcTXwZZSbW\
bVSe]]RbVSQSZZcZ]aS¿PS`aWa
caSRBVS]bVS`^O`baO`ScaSR
AeSRS\
W\abSORW\S\S`Ug^`]RcQbW]\
@SQgQZSR^cZ^
@SQgQZSR^O^S`c\RS`U]SaO
^`]QSaaW\eVWQVW\YO\Re]`\]`
RO[OUSR¿PS`aO`SeOaVSROeOg
BVS^`]^S`bWSa]T^cZ^T`][
`SQgQZSR^O^S`RS^S\R[OW\Zg]\
bVS^O^S`bVObeOacaSROabVS
`Oe[ObS`WOZ
PST]`SbVS¿PS`aO`Sa]e]`\]cb
bVObbVSgQO\\]Z]\US`PW\ReWbV
]bVS`¿PS`aA]OÀ]e]T^O^S`
T`][T`SaV¿PS`
WaOZeOga\SSRSR
A1/a^cZ^Q]\ac[^bW]\
A1/Q]\ac[Sa&[WZZW]\[Sb`WQ
b]\a]T^O^S`^cZ^O\\cOZZg
BVSZO`USabaVO`S]T^cZ^Q]\
ac[^bW]\% ^S`QS\bWaW\BWaacS
]^S`ObW]\a
A1/Wa"^S`QS\baSZTacT¿QWS\b
>cZ^OQQ]c\baT]`$^S`QS\b]T
A1/¸ab]bOZQ]aba
produce pulp from the wood of conifers,
like SCA, eucalyptus is largely a comple-
ment to its operations.
“Tissue is essentially made from the
pulp of conifers, like fir and pine,”
says Peter Sandström at SCA. “But conif-
erous pulp, which on its own produces a
rather rough, stiff paper, has to be mixed
eVWZSbVSa^`cQS
with short-fiber pulp to become soft.”
WaOaZ]eU`]eS`
And that’s where eucalyptus fiber has O\RQO\ZWdST]`
increased its percentage of pulp over the T]c`QS\bc`WSa
last decade. The higher the percentage of
short fibers, the softer the paper.
IF
I !  FF
KA6/>3A1/  #
 A1/7<A723
0:==2AC193@A/B
B635@=13@GAB=@3
A1/¸a:c\O^O^S`^cZ^WacaSRb]
[OYS^ORaT]`T]]Rb`OgaW\^OQYOU
W\U^`]RcQbaZWYS[SObEWbVbVS
VWUVZgOPa]`PS\b^ORb`OgaQO\PS
bWZbSReWbV]cbO\g]TbVS[SObXcWQS
`c\\W\U S\bW`SZgT`][:c\OES¸dSOZa]abO`b
µES¸`SbVS]\Zg]\Sab]VOdSO^OR
POaSRa]ZSZg]\e]]R¿PS`¶aOga
0S\Ub<]`Rab`‡[^`]RcQb[O\OUS`
T]`:c\O EWbVbVSaS\SeO^^ZWQObW]\a
CacOZZgT]]Rb`Og^ORaO`S[ORS
T`][]WZPOaSR[ObS`WOZaZWYS3>AO\R
]bVS`bg^Sa]T^ZOabWQa [Sb`WQb]\aOgSO`ObA1/¸a^cZ^^ZO\b
:c\OVOaPSS\caSR[OW\ZgT]`Vg
$A1/A6/>3I ! K
UWS\S^`]RcQbaZWYSaO\WbO`g\O^YW\a
O\RW\Q]\bW\S\QS^`]bSQbW]\0cb
<]`Rab`‡[aSSaTc`bVS`O^^ZWQObW]\a
T]`bVSOPa]`PS\b[ObS`WOZµ=c`
^ZO\aW\QZcRS^`]RcQW\UT]]Rb`Oga
SRcaW\U:c\OOaOU`]eW\UacPab`ObS
W\bVSW\Rcab`WOZQcZbWdObW]\]TVS`Pa
O\Rb][Ob]SaW\U`SS\V]caSa¶
bVS`SO`S^ZO\ab]R]cPZS]`SdS\
b`W^ZSQc``S\b^`]RcQbW]\]T 
W\Ac\RadOZZAeSRS\ services.
3/A73@
B=1/@@G
A1/VOaZOc\QVSR
1O``g>OQY^ZOabWQ^OQY
OUW\U]TbVS\Se[cZbW
T]ZRB]`Y^O^S`b]eSZa
BVS\Se^OQYOUW\UWa
SOaWS`b]QO``gb`O\a
^]`b]^S\O\Rab]`S
B=@953BA
<3E13@B7
471/B7=<A
Five more Tork brand towel and
tissue products have earned Green
Seal certification in the US, increas-
ing SCA Tissue’s total of Green
Seal certified products to 22.
Green Seal is an independent,
nonprofit organization that uses
science-based standards and the
power of the marketplace to create
a more sustainable world by pro-
moting the
manufacture,
purchase and
use of envi-
ronmentally
responsible
products and
BVS^ZOabWQe`O^^W\U
WaOZa]eObS``SaWabO\b
O\RSOagb]`SQgQZSBVS
^OQYOUW\UZOc\QVSROb
bVSabO`b]TbVSgSO`Wa
OdOWZOPZSW\OZZ3c`]^SO\
[O`YSba
 /\\S/PS`\ObVg
bVSaWfbW[S=Zg[
^WQZcUS`eO\ba
cab]bOZY]^S\Zg
OP]cbW\Q]\bW\S\QS

B/:9/0=CB7B
BV`]cUVWbaB3</P`O\RA1/W\
/^`WZZOc\QVSRWbaZObSabORd]QOQg
QO[^OWU\RSaWU\SRb]]^S\ORWO
Z]UO\RW\T]`[O\RW\a^W`Se][S\
b]]dS`Q][SbVSQVOZZS\USa]T
PZORRS`Q]\b`]ZWaacSaeWbVOaW[
^ZS[SaaOUS³0SB3</QW]caBVS
QO[^OWU\VWUVZWUVba`SOZbS\O
QW]cae][S\eV]O`SQ]\T`]\bW\U
bVSQ]\RWbW]\VSOR]\W\]`RS`b]
VSZ^bVS[WZZW]\a]Te][S\eWbV
PZORRS`Q]\b`]ZWaacSaP`SOYbVSW`
aWZS\QS:SORW\UbVSQVO`USeWZZ
PS/\\S/PS`\ObVgbVSaWfbW[S
=Zg[^WQZcUS`eV]VOa[ORSO
QO`SS`]TP`SOYW\UPO``WS`a aWUVbaT`][/\\S/PS`\ObVg
0SB3</QW]caWaO\SfbS\aW]\]T
bVSB3</0ZORRS`BOZYQO[^OWU\
ZOc\QVSRW\ 'b]USbe][S\
b]]^S\c^OP]cbPZORRS`Q]\b`]Z
WaacSa
BVSQO[^OWU\eWZZTSObc`SO
\c[PS`]T]\ZW\SO\R]TÀW\S^`]
U`O[aW\QZcRW\UbVSQ`SObW]\]T
be]eSP^]`bOZa0SB3</QW]ca\Sb
W\bVSCAO\R0SB3</QW]caQOW\
1O\OROV]caW\U\SeESPQ]\bS\b
^]eS`SRPg6SOZbVgE][S\O\R
B3</¸aeSPaWbSaTSObc`W\UW\T]`
[ObW]\O\RSRcQObW]\]\PZORRS`
Q]\b`]ZWaacSaO\RW\a^W`ObW]\OZW\
272G=C
9<=E¬
bVObWTVOZT]TbVSSO`bV¸a
T]`SabZO\ReS`S[O\OUSRW\
bVSaO[SeOgOaAeSRS\¸a
T]`SababVSO[]c\b]TQO`P]\
RW]fWRSOPa]`PSRPgU`]eW\U
T]`Sabe]cZRPSa]VWUVbVOb
QZW[ObSQVO\US`SacZbW\UT`][
T]aaWZTcSZcaSe]cZRPSTcZZg
Q]c\bS`OQbSR
A]c`QS(>Ob`WY7aOYaa]\A1/
D>S\dW`]\[S\bOZOTTOW`a

I ! KA6/>3A1/  %
 A1/63:>A0C7:23@AE7B64A1
The UK has created a set of Na-
tional Indicators on Sustainability
for its local government authorities,
which is why social housing provi-
ders are now demanding certified
timber for their repair and mainte-
nance programs. The procurement
process involves a pre-qualification
stage, in which competing builders’
merchant suppliers are filtered ac-
cording to their compliance with the
range of criteria. FSC chain-of-custo-
dy certification on timber and wood
products gives merchants a solid
competitive advantage.
SCA now helps UK builders’
merchants to prepare for success-
ful FSC chain-of-custody audits by
independent auditors. Bob Bastow,
SCA Timber Supply’s Environme-
nt and Quality Assurance Mana-
ger, devised a simple 10-stage plan
for builders’ merchants, enabling
them to organize their system and
staff training procedures in prepa-
ration for the audits. In the past 12
months SCA’s help has brought 22
companies successfully through
FSC chain-of-custody audits.
SCA is one of the world’s big-
gest suppliers of FSC-certified
products. The breadth of this
portfolio, which includes solid-
wood products, pulp, toilet paper,
kitchen rolls, magazine paper and
newsprint, is probably unequaled.

4=@3AB@G3?C7>;3<B
@C<<7<53<3@5GA;/@B
0g]^S`ObW\UT]`Sab`g
S_cW^[S\bW\OeOgbVOb¸a
[]`SS\S`Uga[O`b
A1/eWZZaOdSTcSZO\R
W\Q`SOaS^`]RcQbWdWbg/
\c[PS`]TTSZZW\UbSO[a
ObA1/O`SbSabW\UbVS@3
1=`ObW]\OZST¿QWS\bQ]ab
]^bW[WhObW]\[SbV]R O\Rc\Z]ORW\UbW[PS`Wa
=\SeOgb]aOdSS\S`Ug
Wab]Z]eS`bVS]^S`ObW\U
^`Saac`S]TS_cW^[S\b
7bQO\W\d]ZdS¿\RW\UbVS
aV]`bSab`]cbSb]Ob`SSPS
W\UTSZZSRO\R\]bYSS^W\U
bVSS\UW\SWRZW\U4]`]bV
S`S_cW^[S\bcaW\UbVS
`WUVb[SbV]RT]`Z]ORW\U
W[^]`bO\b

&A1/A6/>3I ! K

/A
!
=>3@/ @=;
=4A1 31=;3A4 </:
B7<5
; =
7<1= A=4>3@A BA ZO`USabVgUWS\S^`]RcQba
A/: 3>@=2C1 >=@B
3 Q][^O\gW\bVSe]`ZROUZ]
1/@ /AA7F;=<B6@3
A= C @
13 (A
1 ^`]RcQbaOQQ]c\bT]`[]`S
2WO^S`bSQV\]Z]Ug
QZSO\ac^0>¸a]WZa^WZZ
2WO^S`bSQV\]Z]UgWa[OYW\UO
dWbOZQ]\b`WPcbW]\b]bVSQ]\bOW\
[S\bO\RQZSO\c^]TbVS[OaaWdS
0>]WZa^WZZW\bVS5cZT]T;SfWQ] e]dS\aO`SZOWRR]e\W\bVSeObS`
>`]RcQS`a]TPOPgRWO^S`aaO\W
bO`g^ORaO\RV]caSV]ZReW^Sa
[O\cTOQbc`SbVS^`]RcQbabVObO`S
^`]dW\U[]abacQQSaaTcZW\ORa]`
PW\UbVS]WZOZ]\UbVS5cZTQ]Oab
/Ra]`PS\bP]][a^`W[O`WZg
[ORST`][^]Zg^`]^gZS\S\]\
O\RbVSW`^`]^S`bWSaObb`OQbO\R
ORa]`PbVS]WZT`][bVSeObS`
BVS¿PS`aQO\ORa]`P]WZc^b] #
bW[SaWbaeSWUVb A1/7<B63CA
A1/7<A723
1=:743
8=7<A:=5=
A1/VOaSd]ZdSRT`][O
AeSRWaVT]`Sab^`]RcQba
Q][^O\gW\b]bVSbVW`R
POZU`]c^W\eVWQVVgUWS\S
bVO\VOZT]TbVSPcaW\Saa
BVSR`WdSb][OYSA1/
PSbbS`Y\]e\OabVS
Q][^O\gWbWaVOaZSR
b]bVSQ`SObW]\]TO
\SeQ][[c\WQObW]\
Q]\QS^b³Q]ZWTS/\
OPP`SdWObW]\T]`µQO`S
]TZWTS¶Q]ZWTSac[
[O`WhSaA1/¸ac\W_cS
dOZcSaOaOacabOW\OPZS
Q][^O\gOQZ]aS^O`b\S`
b]]c`Qcab][S`aOU]]R
S[^Z]gS`O\ROQ][^O\gbVOb
T]QcaSa]\^`]RcQbacaSRW\
SdS`gROgZWTS
B63/;=C<B=4
<3EE7<2BC@
07<3A0C7:B0G

I ! KA6/>3A1/  '
=CB:==9

!A1/A6/>3I ! K
B63A/E;7::
B6/B5=B/
A31=<2:743
B3FB>6=B=(B=@08r@<A3:/<23@

/RSQ][[WaaW]\SRaOe[WZZT`][AeSRS\VOa
PSS\^cbPOQYW\b]aS`dWQSW\HO\hWPO`1O`
^S\bS`AbOTTO\:c\RWabc`\W\UbVSbW[PS`]T
Q]Q]\cb^OZ[aW\b]bOPZSaQVOW`aO\RR]]`a
0cbVS]\ZgcaSa]ZRb`SSabVOb\]Z]\US`
^`]RcQSQ]Q]\cba³O\RT]`SOQVb`SS
bVObS\Rac^ObbVSaOe[WZZO\Se
]\SWa^ZO\bSR

I ! KA6/>3A1/ !
=CB:==9
>OZ[P]O`RaO`Sb`O\aT]`[SRW\b]SdS`gbVW\UT`][R]]`ab]¿\SQ`OTbSRTc`\Wbc`S
d ry, dead palm leaves rustle
30 meters up in the crown
of coconut trees as a gentle
wind blows in from the
Indian Ocean. The long trunks arch over
these paradisiacal beaches. Small crabs
hide among their roots. It looks like an
idyll, but there’s also a downside. On the
island of Zanzibar off the coast of Tan-
zania, there are an estimated 4 million
coconut palms. Sixty percent of them are
too old and may even be dangerous. Old
or dead trees can cause serious accidents
if they lose their roothold or fall down.
Staffan Lund arrived here 15 years
ago and went to work as a carpenter.
Lund was trained at the Artur Lun-
dqvist School in Trollhättan, Sweden,
and worked with the respected Salonen
carpentry shop until 1990. Working
in Zanzibar was completely different.
Lund fell for the hard coconut palm tim-
ber, but all the wood on the island was
sawed by hand, and the quality varied
! A1/A6/>3I ! K
considerably. Lund struggled for a num-
ber of years with uneven raw materials.
Coconut palms produce one of the
hardest woods – it’s even harder and
denser than oak, yet it’s not really wood.
Coconut palms, like bamboo, belong to
the grass family, and the coconut palm
has an unusual composition, with three
different densities. The outer cover is
hard, and the farther in you go, the soft-
er it is, with a core like balsa wood.
“You can get four hard planks of top
quality from a three-meter log,” Lund
says. “The softer timber in the middle is
sold locally or used by the construction
industry for making molds. The rest of
the trunk is firewood, and people use
the palm leaves to weave baskets and
the like. They use everything here.”
/4B3@<3/@:G47D3 years of work-
ing with hand-sawed wood, Lund re-
alized that the only way to expand his
business would be to get hold of a saw-
mill that could manage to saw through
hard coconut palm logs.
“I wanted to get hold of an old Swed-
ish mill, one that could handle the
strain, but also one that I could repair
with a hammer,” says Lund, laughing
at his crazy idea.
Some time later, he got wind of a
sawmill outside Oskarshamn, Sweden,
that had been out of service for many
years, but he had no idea what condi-
tion the 1960s mill was in.
“I bought it for 12,000 US dollars,
but then came the hard part. How was I
going to get it to Zanzibar?”
It turned out that the sawmill was
almost like new and had barely been
used. The mill was disassembled and
the parts packed into containers for the
long trip to Zanzibar. It cost 300,000
kronor to disassemble, ship, reassemble
and convert the mill for coconut palms.
“Coconut palms really wear things
out,” he says. “We use the best we can
1]Q]\cbbW[PS`Wa]\S]TbVSVO`RSabe]]RaSdS\VO`RS`bVO\]OY AbOTTO\RSaWU\abVSTc`\Wbc`SVW[aSZT
We can only use what are
called senile palms. The
ones that produce coconuts
have wood that’s too soft.
get hold of when it comes to blades – with coconut palms are not allowed to
Stellite-tipped blades from Långshyt- fell without a permit. And every palm
tan. In Sweden, you can saw between that’s taken down must be replaced by
250 and 500 logs of pine with the same one that’s newly planted.
blade. Here, I can only manage eight “We can only use what are called se-
to 10 coconut palm logs. We change nile palms,” Lund says. “The ones that
blades four or five times a day.” produce coconuts have wood that’s too
soft, and they only become hard after
:C<26/A<=Bonly learned the they’re done producing at 70 to 90
art of sawing coconut palms over the years old, so we’re really doing some-
course of his years in Zanzibar. It has thing good for the environment.”
also been a question of tackling the Each year some 10,000 coconut
bureaucracy found in this former Brit- palms are felled in Zanzibar. Lund’s
ish colony. Even people who own land saw accounts for 2,000 of them. The

rest are still sawed by hand – there is
only one sawmill on the island. Lund
is also the largest single consumer of
coconut palms and thus the one that
plants the most new ones.
Having started as a lone carpenter
making furniture with hand-sawed
coconut palm wood, Lund’s operations
have grown into the company Scan-
Za, today a small-scale industry. The
old sawmill is set up under a roof – no
walls are needed. The planks are stored
in a large building next door. There the
wood is transformed into everything
from doors to fi nely crafted furniture,
and Lund now has 30 employees.
But Sundays are a day off, when
Lund takes his family to one of Zanzi-
bar’s long, sandy beaches. The island
has about 300 days of sun each year,
and the average temperature is between
25° and 30° C (77° and 86° F). So it’s a
good idea to stay in the shade of a coco-
nut palm.
I ! KA6/>3A1/ !!
31=<=;G

SCA surprises
SCA’s six-month report made for pleasant reading for the stock mar-
ket. Earnings were clearly above expectations for the second quarter,
which got the business media buzzing about a surge in profits.
B3FB(5r@/<:7<2

E7B66756@/Ematerial prices,
including a pulp price at a record high,
many feared SCA’s profit margins would
be squeezed in the second quarter. That
turned out not to be the case – in fact,
just the opposite. Both profit margins
and volumes increased in just about
every business area during the second
quarter compared to the first. Higher
prices and volumes along with costs
savings, primarily in Packaging, resulted
in a rise in pre-tax earnings to 2.2 bil-
lion Swedish kronor, which was 26 per-
cent higher than in the first quarter.
Packaging had the most positive
trend, increasing its operating income
in the second quarter to 306 million
kronor, compared to 11 million kronor
in the second quarter of 2009. Along
with higher prices and volumes, its re-
structuring program also contributed
to higher earnings.
Perhaps most surprising was that
Tissue also managed to increase earn-
ings and volumes during the second
quarter, compared to the fi rst quar-
ter, despite higher raw material costs.
Its profit margin rose to 7.9 percent in
the second quarter, compared to 7.3
percent in the fi rst. Lower costs in both
production and distribution, togeth-
er with increased volumes for Away-
From-Home tissue, lifted earnings.
Personal care increased both revenues
and operating profit. Incontinence prod-
ucts under the Tena brand continued
to grow, particularly in Latin America,
Russia and Eastern Europe. Feminine
care also experienced good growth, in-
cluding in Russia and Latin America.
A1/6/AAB/@B32 an efficiency im-
provement project in European diaper
operations, which includes closing the
plant in Linselles, France. The annual
savings is projected to be 15 million
euro, which is expected to be achieved
starting in the third quarter of 2011.
Forest Products also recorded a fairly
sharp improvement in revenues and
earnings compared to the first quarter.
Among the factors contributing to the
positive trend are higher prices for pulp,
timber and solid-wood products.

B7AAC36/2B63 6G573<30CA7<3AA >@=47B

07553ABBC@<=D3@ ;=AB>@=47B/0:3 7<1@3/A3A
AVO`S]TaOZSa AVO`S]T]^S`ObW\U^`]¿b =^S`ObW\U^`]¿b;A39
8O\8c\S  8O\8c\S  SfQZ`Sab`cQbc`W\UQ]aba

!

4]`Sab #
#$&
#%$

>`]RcQba >S`a]\OZ
""

4]`Sab
!$&

# 1O`S
>`]RcQba 
!$

! >S`a]\OZ
 %

#
1O`S
!  #

>OQYOUW\U
% >OQYOUW\U 

BWaacS
!# #
BWaacS
! 

'




'

'
'

















!


"

?
?

!"A1/A6/>3I ! K
6\Y.VHS
/LHS[O`7LVWSL
/LHS[O`7SHUL[ 
:*(PZJVTTP[[LK[V^LSSULZZ6\Y;VYRZ`Z[LTZWYV]PKLOPNOS`O`NPLUPJZVS\[PVUZ[OH[OLSWRLLW


WLVWSLOLHS[O`HUKI`WYVTV[PUNWYVWLYOHUK^HZOPUNJHUKLJYLHZL[OLYPZRVMPSSULZZH[ZJOVVS^VYRHUKOVTL
(SS;VYRWHWLYTHKLPUV\YTPSSZPZYLJ`JSLKHUKWYVJLZZJOSVYPULMYLL>LYLJ`JSLV]LY[VUZVM
WHWLYLHJO`LHYVM^OPJOPZWVZ[JVUZ\TLY^OPJOYLK\JLZ\ZLVMUH[\YHSYLZV\YJLZHUKSLZZLUZ[OL
I\YKLUZVUSHUKÄSSZ

;VYROLSWZ`V\YLK\JLJVZ[Z[H`OLHS[O`HUKZH]L[OLWSHUL[

;VÄUKV\[TVYLHIV\[V\Y;VYR[V^LS[PZZ\LUHWRPUZ
ZVHW^PWLYZHUKKPZWLUZLYZ]PZP[!^^^[VYR\ZHJVT
A nappy,
means more time.
With our ultra absorbency and ultra fit, Treasures’ new improved range will keep your
COLENSO1032/QUAL

baby ultra comfortable. And a comfortable baby is a happy baby, so you’ll get to spend
more quality time enjoying the fun stuff. treasures.co.nz