1.

2012 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS

A GLOBAL VETERAN RETURNS HOME

SHAPE

LESS IS MORE

the technique that slims towels and diapers

HAPPY WHILE ABROAD

the CA sellsg unit S packagin

HOW TO KEEP YOUR STOMACH

GREEN

GROW UP

Sustainability drives innovation

Shape is a magazine from SCA, primarily geared toward customers, shareholders and analysts, but also for journalists, opinion leaders and others interested in SCA's business and development. Shape is published four times a year. The next issue is due in June 2012. Publisher Camilla Weiner Managing Editor Marita Sander Editorial Anna Gullers, Gran Lind, Anne Hammarskjld, Inger Finell Appelberg Design Markus Ljungblom, Kristin Peva Appelberg Printer Srmlands Graska AB. Katrineholm Address SCA, Corporate Communications, Box 200, 101 23 Stockholm, Sweden. Telephone +46 8 7885100 Fax +46 8 6788130 SCA Shape is published in Swedish, English, Spanish, German, French, Dutch and Italian. The contents are printed on GraphoCote 90 grammes from SCA. Reproduction only by permission of SCA Corporate Communications. The opinions expressed herein are those of the authors or persons interviewed and do not necessarily reect the views of the editors or SCA. You can subscribe to SCA Shape or read it as a pdf at www.sca.com. Address changes can done at www.sca.com/subscribe or by e-mailing sophie.brauner@sca.com

SVENNIS WAS THE WORST

ONLY THREE out of 9 million

Thron Ullberg

Swedes answer to the first name of Thron. One of them, with the last name Ullberg, photographed Mats Berencreutz for this issue. Thron Ullberg started his career as a photographer in 1996 after studying the history of art and aesthetics. Im more or less self-taught, he says. As his specialty is portraits, he has met many famous people over the years, from the actress Noomi Rapace to the legendary soccer coach Sven-Gran Eriksson. Taking pictures of Svennis was probably one of the worst experiences, he

says. He was captain of Englands soccer team then, and we were supposed to take pictures for the cover and 10 pages of the Swedish monthly Mnadsjournalen. Just before we were about to start, his press manager came in and said we would have five minutes at the most. We had to fill things out with pictures of Svenniss notepad. Ullberg lives with his wife and three children in a house in Enske-de in Stockholm, where his family takes up most of his time, but he does admit to liking art, jazz and musicians like Bugge Wesseltoft.

THE CO-WORKER
SCAS SOCIAL MEDIA SITES
Youtube.com/ SCAeveryday shows commercials and videos from SCAs press conferences, presentations and interviews with executives and employees. Facebook.com/SCA is intended to attract talent, engage users and provide information in a way that complements sca.com. Twitter.com/SCAeveryday provides a good summary of every thing happening at sca.com and in SCAs social media. The aim is to provide various users, journalists and bloggers with relevant information. Slideshare.com/ SCAeveryday is for investors and analysts, who can download presentations from quarterly reports and annual general meetings. Scribd.com/ SCAeveryday makes some 50 publications available, including SCAs sustainability report, its Hygiene Matters report and Shape magazine. Flickr.com/ HygieneMatters supports the launch of the global report Hygiene Matters with images.

Cover photo: Camilla Lindqvist

2 SCA SHAPE 1 2012

CONTENTS
06. Green money
How do we decouple growth from environmental impact? Innovation might be a way to work around the problem.

32
THE TREE POOL PROJECT makes cities greener.

13. Innovation race

Locked up for 72 hours, employees turned really creative.

20. Tissue trouble ended

New tissue dispensers at Dairy Queen solved littering problem.

MATS BERENCREUTZ cares for hygiene.

22. Stomach control

Clean hands are the best defense against bacteria when going abroad.

16

24. Packaging to DS Smith

SCA sells its packaging operations.

27. Thinner and thinner

Diapers and towels get thinner, yet absorb better how is that possible?

36. Windy ventures

SCA plans to construct and operate two wind parks on its own. o

ALSO....
SUSTAINABILITY goals extended page 4 SHAPE UP page 30 12 HOURS with Miao Yuping page 38 NEWS FROM SCA pages 40 43
A DOG mage of wood.

30
SCA SHAPE 1 2012 3

DO YOU KNOW...
...when the rst Libresse disposable towel was produced? See page 28. e

UPDATED

News from SCA

MORE TARGETS:
The following goals are to be added to previous targets: $ Decrease our accident frequency rate by 25 percent between 20112016. $ Make our knowledge about hygiene available to customers and consumers and ensure access to affordable, sustainable hygiene solutions. $ We want to deliver better, safe and environmentally sound, solutions to our customers by innovations where the whole life cycle has been concidered. $ Triple our production of biofuels from forests by 2020. $ The production of wind power on SCA forest land will increase to 5 TWh by 2020. $ Preserve the biodiversity of our forests. A minimum of 5% of our productive forest land will be set aside from forestry in our ecological landscape plans and a further 5 % will be set aside as part of our consideration for nature in our managed forests. Read more:

Raising the bar for

SCA hones its competitiveness by sharpening its sustainability targets.

SCA IS INCREASING its sustainability ambi-

sustainability
innovation are examples of new areas covered in the new targets. Innovation and sustainabilty are strongly intertwined and sustainable innovations are essential if we are to exceed customer and consumer expectations, says Kersti Strandqvist, senior vice president, Corporate Sustainability.

tions, setting new sustainability targets. Our sustainability activities are businesscritical for SCA and give us an edge over competitors. Our ambitious efforts makes us more attractive for customers, consumers and investors, while they also save money, says Jan Johansson, SCAs President and CEO. Sustainability is all about creating value for people and nature, including business value for SCA. SCAs previous sustainabilty targets relating to carbon dioxide, water usage, bre souring and Code of Conduct compliance remains. Hygiene solutions and sustainable

www.sca.com/sustainability

GET YOUR REPORTS

SCAs annual report and sustainability report have been published. Theyre available in English and Swedish. Order them at www.sca.com/subscribe or download them from sca.com

4 SCA SHAPE 1 2012

SCA strengthens its Asian market position

SCA HAS MADE a binding offer to to acquire

JANUARY

SCA SELLS PACKAGING

SCA sells its packaging operations to DS Smith, the UK-based producer of recycled packaging. The purchase price amounts to 1.7 billion euros on a debtfree basis. The transaction does not include the two kraftliner mills in Sweden. Read more about the transaction on pages 24-25.

the Taiwan-based hygiene products company Everbeauty. The purchase price for the deal amounts to about SEK 1.9 billion (USD290 million) on a debt-free basis. If the deal is realized, SCAs position in Asia, one of the Groups prioritized growth markets, will be substantially strengthened. Asia is expected to account for 60 percent of global growth within hygiene products, says Jan Johansson, SCAs president and CEO. The acquisition of Everbeauty would create good growth opportunities in a strategic market and would make SCA the market leader in incontinence care products in Asia, excluding Japan. The acquisition would also strengthen SCAs market position and geo-

graphical reach within baby diapers in Asia. Everbeauty is a leading Asian personal care products company with sales in China, Taiwan and Southeast Asia. The company produces and markets baby diapers and incontinence care products with strong brands such as Dr P for incontinence care products and Sealer for baby diapers. Within incontinence care products, the company holds the No. 2 position in China and the No. 1 position in Taiwan. In baby diapers, the company is No. 5 in China and Taiwan. Everbeauty had sales of SEK1.6billion in 2010 (USD240 million), and it has around 900employees. This proposal is subject to Everbeautys being privatized under Taiwanese law. Completion of the transaction, which remains subject to approvals and clearances by relevant authorities in Taiwan, is expected to take place in the summer of 2012.

JANUARY

JOINT VENTURE IS COMPLETED

SCA completes a joint venture in Australasia. The venture is formed through the sale of 50 percent of SCAs operations in Australasia to Australianbased Pacic Equity Partners.

25 percent
Sustainable activities attract Chinese media
JOURNALISTS FROM Chinas Shanghai Morning

...is SCAs global market share in incontinence care.

DECEMBER 2011

INVESTS IN KRAFTLINER
SCA decides to invest a total of 540 million kronor (61 million euros) to strengthen kraftliner production in Munksund, Pite, Sweden. The aim is to upgrade the paper machine and refurbish the soda-recovery boiler.

Post newspaper and Star Young TV channel visited SCA in 2011 to see how sustainability is part of the companys everyday life. The journalists were taken to SCAs roots inthe forests of Sweden to experience the

focus on renewable energy and to see how SCA plants three trees for each tree it harvests. At SCAs head ofce in Stockholm, they saw smart solutions such as solar panels, recycling facilities and sit-stand tables. Thetrip resulted in a two-hour TV broadcastinChina.

SCA SHAPE 1 2012 5

FOCUS: GREEN GROWTH

be green?

Can growth

6 SCA SHAPE 1 2012

Around the world, innovators and organizations are looking for a new hook that will convince companies that sustainability can boost the bottom line.
TEX T NANCY PICK PHOTOS CAMILL A LINDQVIST ST YLIST CATTIS ARONSSON MODELS HERMAN, RUTH AND LEA

SCA SHAPE 1 2012 7

FOCUS: GREEN GROWTH

The world is seeing more and more sustainability success stories, such as Nikes eco-rubber shoes.

Cloroxs line of green cleaning products is an example of how sustainability can be good for business.

Patagonia, the environmentally progressive clothing company, encourages customers to sell their secondhand clothing through a portal on eBay.

always considered good, regardless of associated costs. Now many people arent so sure. Theyre searching for ways to decouple, a newly minted word that means expanding the economy without increasing pressure on the environment. Simply put, decoupling requires new approaches. The innovations needed by society go beyond eco-friendly products. They also involve creating new strategies for changing peoples mindsets, from working collaboratively to rewarding green behavior through game-ification. Incentives are key. For most companies, the idea of reducing their carbon footprint is not very motivating, says Ram Nidumolu, CEO of InnovaStrat, a firm in Santa Cruz, California, that helps companies design sustainability strategies. You need a different hook, such as reducing waste or reducing costs. In part, his work involves getting businesses to understand how sustainability can drive innovation and increase profits. Even today, he notes, relatively few companies see sustainability as a way to grow. And yet the world is seeing more and more sustainability success stories, from Cloroxs line of Green Works cleaning products to Nikes eco-rubber shoes. To make those kinds of leaps, Nidumolu says, companies need to make sustainability an integral part of their business plan. Ideally, the companys
8 SCA SHAPE 1 2012

Even today, relatively few companies see sustainability as a way to grow.

N THE OLD DAYS, economic growth was

CEO or vice president for strategy needs to push the eco-agenda. Otherwise, too many sustainability initiatives get lost in the general crush of projects. What about the traditional dog-eat-dog way of doing business? When it comes to the environment, is collaboration better than competition? Actually, you need both, says Randall Krantz, director of the Sustainability Initiative for the World Economic Forum, the Geneva-based international organization dedicated to improving the world. Businesses might need to collaborate on standards of transparency for, say, carbon emissions. Once you have standards in place, then competition can lead to the best prices and the best solutions. But if you compete too early, you dont have a level playing field.
ONE CHALLENGE, KRANTZ SAYS, is finding the right

boundary between collaboration and competition. When hes working with global beverage manufacturers, for example, you can barely get them in the same room, because theyre competing so fiercely for consumers. Yet theyll agree to attend a meeting about water conservation, because they understand that the issue requires industry-wide collaboration. Once they leave that room, theyre back to competing again. At the moment, Krantz is seeing the rise of innovative collaborations that straddle production and consumption, such as eBay teaming up with

WHY NOT REWARD PEOPLE NOT JUST FOR THEIR CONSUMPTION BEHAVIOR, BUT FOR BEHAVIORS PROMOTING SUSTAINABILITY?

FOUR GREEN INNOVATION CONTESTS

$ The Dow Sustainability Innovation Student Challenge awards annual prizes to students at eight universities around the world, from Chicago to Saudi Arabia. $ Harvard University in the fall of 2011 launched a year-long Sustainability Innovation Challenge

tosupport students working on solutions to environmental problems. $ Lufthansa Cargo held a public contest in late 2011 for green solutions that could reduce the companys environmental impact. $ The Globe Sustainability Innovation Award, presented each May in Stockholm, honors ideas that bring long-term economic, ecological and ethical benets.

Patagonia wants to encourage people to buy less new stuff if they dont need it.
Patagonia, the environmentally progressive clothing company. Under the initiative, Patagonia is encouraging its customers to sell their secondhand clothing through a Patagonia portal on eBay. For eBay, sometimes called the worlds largest recycler, this is all about economics. People have economic value sitting in an attic or a cupboard, and they can put it to use.
ANOTHER INNOVATIVE APPROACH uses a different

kind of incentive. More and more in the digital age, theres a whole new game-ification, says Krantz. Companies used to think they had to give people tangible rewards. Nowadays its often enough to give people points, so they compete for a certain status. I think this will become more mainstream in terms of motivating the consumer. Recently, the green tech company Recyclebank launched a partnership with the city of London, offering rewards for staying out of your car. A smartphone app tracks your location and your speed. You get points for walking or riding a bike rather than driving in Londons congested center. The idea, says Krantz, is that cities and companies can reward people not just for their consumption behavior, but for all sorts of behaviors related to sustainability.
10 SCA SHAPE 1 2012

FOCUS: GREEN GROWTH

A VISION OF THINGS TO COME

Thinner: Pads that use less material but absorb more. Reusable: Parts of hygiene products that can be repurposed before being tossed. Flufer: Tissue that weighs less but is more absorbent. Lighter: Packaging that uses less material without sacricing protection. Biodegradable: Fibrebased padding that replaces plastic packaging. Multipurpose: Shipping boxes that are printed for retail display, eliminating alayer of packaging.

Turning the world upside down:

Innovation meets sustainability

Less is more. Empty is full. Disposable is reusable. No, this isnt doublethink. Its the future and the vision of SCAs innovation gurus, who ponder approaches to making business more sustainable, sometimes in radical ways. A world in which even dirty diapers could beused again.

HESE EXPERTS dont see sustainability in terms of a single eco-friendly box or feminine pad. Instead, they see the big picture, in terms of society and human nature itself. I think, and many agree with me, that sustainability will be the prime driver of innovation for many years to come, says Bengt Jrrehult, SCAs fellow scientist in innovation. Theres only one problem, he says: We human beings are genetically wired to overemphasize the importance of short-term problems and goals. Furthermore, the right side of the human brain loves instant gratification. Very often, Jrrehult says, entire cultures are built on rewarding shortterm gains. Studies show that typical American youths dream of becoming corporate managers and making their first million dollars and if you think Americans are materialistic, look at the Chinese. The same studies show that they are Americans squared.
SCA SHAPE 1 2012 11

FOCUS: GREEN GROWTH

BENGT JRREHULT SCAs fellow scientist in innovation.

If we truly want sustainability, he says, we have to replace most of these status symbols and dreams with other ways of doing things.
SO MUCH FOR THE BIG PICTURE. Looking more specifically at hygiene products, Jrrehult again sees old ideas turned upside down. Hygiene for us has meant that we use things once and then throw them away, he says. We have traditionally built our business model on that mindset, but we have to revisit that. Around the world, researchers have started looking at ways to use waste as a raw material. Even soiled diapers can be dried, decontaminated and sold as fuel. Used hand towels could provide excellent raw material for new ones, although in many countries this kind of recycling will require changes in health regulations. Smaller, lighter, airier products can also reduce SCAs environmental impact. If we can reduce material in a product, we also greatly reduce its carbon footprint, says Jrrehult. The new, thinner TENA incontinence pads absorb better than the old, thicker ones. They carry a challenge, however: People may not believe us. Its hard to convince people that although you use less material, you get better performance. Unfortunately, when it comes to human nature, change rarely comes easily, Jrrehult says which makes his work all the more interesting.
12 SCA SHAPE 1 2012

PONTUS JOHANSSON

Ready Set Invent

For three long days, they remained locked inside. When at last they emerged into sunlight, the 12 prisoners of the Scandic conference center looked bleary-eyed but triumphant.
countless cups of coffee, the teams competing in the 72-Hour Race to Innovation had surpassed all expectations. Theyd come up with 18 new projects for SCAs Ortviken paper mill in central Sweden not mere pie-in-the-sky ideas but concepts with practical potential and even preliminary designs. We were euphoric, said Kristina Enander, manager of the mill, who helped organize the event. But if the race had lasted longer than 72 hours, people would have gone crazy. You are completely exhausted afterwards.
SCA SHAPE 1 2012 13

UELED BY HEAPS OF chocolates and

The 72-Hour Race to Innovation came up with 18 new ideas, all with practical potential.

FOCUS: GREEN GROWTH

We had energy for weeks after this.

Ortviken ranks as the sixth-largest publication paper mill in the world. We remain convinced, however, that we have a life beyond publication paper, Enander said, perhaps in composites, bioplastics, packaging papers or liquid biofuels. The idea for the race came from Kaj Mickos, professor of innovation technology at Mlardalen University in Sweden. Mickos, who holds 31 patents, had lectured to SCAs Forest Products management team in May 2011, introducing his 72-hour concept during his talk. Just a few months later, in mid-September, SCAs own race was off and running. Inside their conference rooms near Ortviken, the two teams of six brainstormed furiously about new ways to use SCAs virgin wood fiber. But that wasnt the only key to the races success. Equally critical was the adjacent back office, where some two dozen experts stood at the ready engineers, R&D specialists, and patent lawyers.
AS TEAM MEMBERS came up with ideas, they would

A CULTURE OF INNOVATION
CAN PURSUING BOTH socially responsible corporate goals and protability produce innovation? Through the inauguration of its Innovation centre in Shanghai, China, in May 2011, SCA believes it can. The centre is a result of the companys desire to expand into the Chinese market with helpful products that address the needs of a country that, with a population of 1.3 billion people, is vast and diverse. The Innovation centre will collect consumer insights in China and try to turn them into innovative products tailored to the Chinese market, but also marketable in developing countries and more mature markets. The centres rst product innovation, the TENA Belt, was developed in seven months and launched in July 2011. This incontinence pad has a separate belt which makes application very easy, saving time and energy for caregivers. The TENA Belt will soon be launched in other countries. Currently, SCA offers four brands of hygiene products in China: TENA, Tempo, Tork and Libero. Initially, the Innovation centre will focus on the TENA brands incontinencecare products and solutions, an area in which SCA is the world leader with a 25 percent global market share.

72-HOUR RACE TO INNOVATION

Location: Scandic Sundsvall Conference Center, Sweden. Drinks consumed: Coffee, tea, milk, water. No alcohol allowed. Sleep: Very little. Spirit: Mildly competitive. The two six-member teams contributed equally to the outcome.

rush to the back office room with questions. What is the market for this product? Can you build a machine that does X, Y or Z? The experts helped to keep the ideas grounded and realistic. In addition, Professor Mickos brought along designers, who illustrated the new ideas as they emerged. The designers then created posters for the 18 best innovations, which were exhibited at the mill afterward to enthusiastic invitees. When we were all sitting in the same room, the innovation process went very quickly, Enander says. We got more work accomplished than we normally do over a long period. For its teams, SCA chose 12 company employees out of more than 40 applicants from its various locations in Sweden. By holding the race, SCA hoped not only to generate new ideas, but also to test the 72-hour innovation concept itself. We had energy for weeks after this, Enander says. The race was a real kick for us, and I really recommend it. As for the 18 new ideas? Theyre so good that, at least for now, SCA is keeping them top secret.
14 SCA SHAPE 1 2012

TENA belt

This is a TENA Lady advertisement for the Estonian market.

10 QUESTIONS

hygene
16 SCA SHAPE 1 2012

Overhauling

Mats Berencreutz
Family: Wife Cathrin and children Philip, 27; Anna, 26; and Victor, 20. Lives: In Mlndal, outside Gothenburg, Sweden. Education: Master of Science from Lule University of Technology. Hobbies: Over the years Ive sailed a great deal; now its motorboats. Also skiing and golng when the spirit movesme. We lived in Munich for eight years, with the Alps just a few hours away, and in our rst years there we skied every weekend. On his nightstand: ViBtgare (We Boat Owners) as well as Swedish detective novels, including ones by Henning Mankell, Camilla Lckberg and Stieg Larsson. Since Ive lived abroad for most of my career, its a bit like candy getting to read books in Swedish.

After having worked abroad for SCA in Europe and the US for much of the past 25 years, Mats Berencreutz has been called back to Sweden to lead one of the largest reorganizations in the history of the company and hes doing it at breakneck speed.
TEX T PER QVIST PHOTO THRON ULLBERG

n addition to being the executive vice president of SCA, youre the chief operating officer for hygiene. Youre now carrying out a major reorganization of global hygiene operations. What does that entail? Increasing our efficiency, market presence and growth. That involves four clear moves. Were focusing on our billion-euro brands, TENA and Tork. Were focusing on the consumer market and growth markets outside Europe, and were also investing in two global units one for brand development and customer offerings, including innovation, which has been given greater weight than previously, and a new global unit for synergies in production and sourcing, which also includes the selection and development of technology. Whats the greatest challenge? Improving profitability in the hygiene operations. Weve compared ourselves with

SCA SHAPE 1 2012 17

10 QUESTIONS

CAREER IN BRIEF
$ Machinery designer at Mlnlycke,
a wholly owned subsidiary of SCA, 1981-1985. $ Chief engineer, chief technology ofcer and other positions at Mlnlycke Health Care Sweden, 19851993, with 400 employees in Sweden, Norway and France. $ Technology director at Scott Health Care in the US, 50 percent owned by SCA/Mlnlycke, 19931996. $ Plant director at Dunstable, Britain, 19961998. Increased productivity by 30 percent in two years. $ Vice President of Inco Manufacturing, Sweden, 19981999. Introduced a new way of measuring efciency. $ Vice President, Heavy Inco, Sweden 19992001. $ President for Inco North America 20012003, with 300 million dollars in revenue. Introduced incontinence products in the North American consumer market. $ Chief Technology Ofcer for SCA Personal Care, based in Germany, 2003-2006 . $ President for Tissue Europe, based in Germany, 20062011 $ Executive Vice President and COO for the hygiene business globally, SCA Group 2011-

You can wait a year to buy a new car, but not toilet paper.
other companies in fast-moving consumer goods (FMCG). We found that we have too many levels of management, and we also discovered similar activities in several places in the organization. Furthermore, were too slow if we truly mean to be a leading hygiene company. Our reorganization cannot just be about creating new boxes with new names. Roles and responsibility for decisions are currently being clarified. Were looking for smarter set-ups while working processes are being better defined, which makes us considerably faster. Were reviewing our entire value chain, from innovations and new product launches to investments. Well be finished by the end of March 2012, which is incredibly fast considering some 24,000 people are affected. How is SCA affected by the global debt crisis? You can wait a year to buy a new car, but not toilet paper. The competition has become tougher;
18 SCA SHAPE 1 2012

people often choose low-price alternatives. But theres also room for whats best. Were not always the cheapest, but our customers get the most for their money with our different smart solutions, which weve seen evidence of during the financial crisis. Take Tork, our tissue brand for Away From Home customers such as manufacturers, hotels and public lavatories. In 2009 and 2010, the total market shrank due to the financial crisis. We grew. What are your immediate plans? Getting the new organization set up without customers noticing anything other than being even better. Were putting considerable effort into not upsetting our relations with customers. Weve also submitted a binding offer of 1.32 billion euros for Georgia-Pacifics European tissue operations and are working with the European Commission and union representatives to have everything done by summer. If the deal goes through, SCA will be the second largest in tissue in the world. What changes in consumer lifestyle are most important? Population growth. Half the people on earth live in the BRIC countries [Brazil, Russia, India and China], and GDP is on the rise globally, which leads to a growing middle class that wants our products. Another trend is increasing urbanization, which drives consumption of our products. An aging population that is at the same time increasingly active favours our incontinence operations. Sustainability is an increasingly important lifestyle factor. Young people growing up today

This man not only knows how to run SCAs hygiene business, he also knows how to folk dance.
new languages, especially not for children. When we arrived in the US in 1993, they knew only a few words of English. Today they speak like natives. Do you have any anecdotes from your years abroad? My strongest drive, both as a manager and as a father, is to see others develop. I was the plant director in England, where efficiency had been at a standstill for seven years. Reconfiguring a machine between two products took nine hours, more than a full shift. There was considerable waste. When I got to know the people running the machines, I challenged them to do it in an hour, with marginal waste. No one thought it was possible, but with a little support they got the time down to two hours. Waste was reduced by 75 percent. When I said we should celebrate, they said no. You said an hour, and well do that, which they did. Do you ever dream of working at a company like Apple or DreamWorks? I didnt dream about diapers, sanitary pads and toilet paper at university in Lule, but over the years Ive gotten a better understanding of the way things are. Whats meaningful is being part of a team, working toward a common goal and having fun together the contact with colleagues, fun trips and exciting projects. The industry doesnt matter as much. When I was young, I took photos and dreamed of working at Hasselblad. I even got in touch with them. But it turned out to be SCA, something Ive never regretted. Do you have a secret talent? I started to folk dance when I was 17 or 18. After a few years I became head of the Lule Folk Dancing Team. We competed and once placed ninth out of 28 teams in the world cup in folk dance in England in 1974. I was involved in starting Gammelstads Spelmansstmma, a folk dance festival in Lule, and was also in charge of Midsummer celebrations in Lule. We arranged alternative Christmas celebrations for the homeless, which felt meaningful. What do you see when you look at yourself in the mirror? Three things that are missing: my hair, my beard and my glasses. This past summer I had surgery on my eyes, and now I see perfectly. Five years ago I got rid of my beard, which Id had since I was 18. I was snorkeling in Thailand and water leaked into the mask through my moustache. The hair disappeared on its own over the years. Shaving off the little that was left was the best thing Ive done. Pretty hygienic too.
SCA SHAPE 1 2012 19

will never buy products from companies that compromise on the environment or social responsibility, nor will they work for those kinds of companies. We have a long-term commitment on sustainability and have earned many awards and recognitions, which our customers appreciate. In fact, that can determine whether or not we get an order. Youve worked at SCA for about 30 years. Why so long? Ive had a lot of fun on the job every week. SCA is a great company that let its employees grow. Ive worked with everything from machinery and product development to marketing and sales. Employees here have latitude to take initiative. I also have a wonderful family whove supported me. Its not always easy moving around the world with new schools, new friends, new housing and

Three things that are missing: my hair, my beard and my glasses.

Mats Berencreutz

MARKET

THE NAPKIN
Many fast-food restaurants are moving toward greener packaging and paper products. With the right napkin, Dairy Queen not only saves the environment but saves money too.
TEX T NANCY PICK PHOTO GETT Y IMAGES, SCA

makes a difference
son of Dairy Queens national supply chain advisory group. After studying the wasteful practices associated with old-fashioned napkin dispensers, Cowles recommended that the Tork Xpressnap system be adopted franchise-wide. And it was.
MANY FAST-FOOD franchises are moving toward

N THE OLD DAYS, the parking lots near Mark Cowless Dairy Queen restaurants were littered with napkins. People didnt use trash barrels, and we saw the consequences, says Cowles, who has been in the Dairy Queen business for 17 years, offering such classic fast-food fare as burgers, fried chicken and soft-serve ice cream. Nine years ago he switched to one-at-a-time dispensers, and with the introduction of SCAs Tork Xpressnap system his napkin litter problem disappeared. Even better, changing to Xpressnap drastically reduced napkin consumption. At Cowless mall location in Springfield, Massachusetts, customers from other fast-food restaurants would walk by and grab his napkins by the handful. We used to go through a ton of napkins at the mall, Cowles said. With Xpressnap, that doesnt happen anymore. Back in 2003, Cowles served as chairper20 SCA SHAPE 1 2012

greener packaging and paper products along with eco-conscious lines. (Already 100 percent recycled, SCAs Xpressnap napkins are the first in the US to be certified compostable as well.) So far, Mark Cowles hasnt heard many environmental or health concerns from his Dairy Queen customers, who live in a traditional enclave of Massachusetts. Still, he says, going green is an issue thats coming here soon. And when that happens, his customers may smile to see that their Xpressnap napkins are not only good for wiping off ice-cream mustaches, but very green indeed.

FEATURE MARKET

We used to go through a ton of napkins at the mall.

FAST FOOD TRENDS

Greener and healthier seem to be the trends among fast food restaurants in North America. Healthy food is a hot topic. In an effort to meet growing concern about obesity, especially in children, McDonalds has downsized the servings of french fries in its Happy Meals and started to include apples in every box. Pressure will increase in 2012, when American restaurant chains will be required to post calorie counts for all items on their menus as a matter of federal law. Other trends in eating out have been observed by David Rizley, vice president of sales, strategic accounts, for SCAs North American Away From Home tissue business. With the economic downturn, he says, casual sit-down restaurants have taken the biggesthits. Meanwhile, the Chipotles Mexican chain continues to expand, offering quick-service meals while emphasizing freshness. Chipotles ts into the whole farm-to-market movement, which supports locally grown and organically grown foods, Rizley says. Another important shift involves the decline of shopping malls and the restaurants within them. Over the past ve years, only two new enclosed malls have been built in North America, and most malls are dying, says Mark Cowles, a Dairy Queen franchiser.

Pick one at a time.

Xpressnap gets snazzier

When SCAs Tork Xpressnap system came out in 2003, it revolutionized the North American napkin industry. The dispensers allowed people to take only one napkin at a time, reducing both cost and waste. Goodbye napkin hogging. We could guarantee at least a 25percent savings in consumption, says John Drengler, vice president of product and marketing for SCA. Contrary to fears that SCA might cut into its own business by selling fewer napkins, he says, the system took off like a rocket. This year, SCA is launching its new Tork Xpressnap Signature Family line with increased customization and design options, including: $ Trendy colors like licorice and raspberry. $ Customization to match restaurant logos or even schoolcolors. $ Enhanced promotional options. $ Sleeker designs with improved functionality.

The fast food chain Dairy Queen now have less problemswith littering.
SCA SHAPE 1 2012 21

MARKET

A simple safeguard
for tourists
TEX T SUSANNA LINDGREN PHOTOS GETT Y IMAGES

Dont worry about snakebites and poisonous spiders. Its more common to have a holiday ruined by invisible germs that attack our stomachs. Thebest line of defense is clean hands.

HAT MANY OF us fear most when traveling to distant countries is having our holiday spoiled by an upset stomach. Travelers diarrhea is the most common illness when going abroad. Every bit of travelling involves some risk taking, and for most of us exploring new types of food is an important part of traveling. This means its foolish to be too restrictive about what you eat or do, says Per Hedman, head of the infection unit at Stockholm South General Hospital. But there are ways to raise the odds of staying healthy. Besides making sure that your vaccinations against hepatitis A and B are up to date, maintaining
22 SCA SHAPE 1 2012

good hygiene helps you avoid a lot of trouble, he says. Its my conviction that clean hands prevent infections from spreading, Hedman says. Imagine everything you touch when you go out for a day things, people, money. As there isnt always access to soap and water, its practical to bring pocket-sized alcohol-based sanitizers to use before a meal or after a visit to the toilet. But there are legions of viruses, bacteria and parasites. Can we really avoid them just by being careful? You might not think about it, but your fingertips are everywhere, on your lips, in your ear, rubbing your eyes and

sometimes even in your nose, Hedman says. Through all these openings, bacteria and viruses can enter your body and spread infections in both your intestinal and respiratory systems. Clean hands prevent a lot of germs from spreading. Regardless of where we come from, we are all sensitive to changes in our bacterial flora. But its more common that tourists from the industrialized world get sick when they visit India rather than the other way around, as hygiene tends to be better in countries like Western Europe and the US where standards are regulated, he says.

We care about your community, And those who mightve had a loss. Which is why were proudly partners of, New Zealands own Red Cross. Yep, carings a great feeling, A simple thing we do. So just choose Purex and show, You care about caring too.

NEW ZEALAND

RED CROSS

purex.co.nz

Care that makes a difference

MARKET

SCA sells Packaging

24 SCA SHAPE 1 2012

The sale will enable increased growth in the hygiene business.

SCA is selling its packaging operations, excluding its two kraftliner mills in Sweden, to UK packaging company DS Smith for 1.7 billion euros on a debt-free basis.

TEX T GRAN LIND PHOTO ISTOCKPHOTO, SCA

HIS IS THE BIGGEST deal in the history of SCA and is in line with our strategy, says Jan Johansson, SCAs president and CEO. The purchase price of 1.7 billion euros is equivalent to an EBITDA multiple of 6.3 based on the 12-month period from the fourth quarter of 2010 through the third quarter of 2011. The transaction is subject to antitrust clearance from the European Commission. DS Smith will be acquiring an excellent business with talented people. Over the years we have developed our packaging business, and we are divesting a competitive operation to an industrial buyer who can continue to develop it, Johansson told at a press conference. The price represents a premium of 35 percent compared to the average of other packaging companies in Europe. The packaging operations have accounted for a quarter of the SCAs total revenue and had net sales in 2010 of about 2.5 billion euros, excluding the two kraftliner mills. The mills are not included in the deal since they are well integrated with SCAs forest products operations. Operating profit, excluding restructuring costs, was about 117 million euros. The operations have about 12,000 employees.

The transaction enables SCA to increase growth in the hygiene businesses. We have a strong balance sheet that gives us the flexibility to make acquisitions or accelerate organic growth, Johansson said.
THE STOCK MARKET reacted positively to the deal

Jan Johansson, CEO.

and the share price rose close to 10 precent during the announcement day. With this, hygiene products will account for 80 percent, Cheuvreux analyst Mikael Jfs told Reuters. Its reasonable for SCA to be valued higher since consumer products are overall valued higher than the bulk businesses. This is SCAs second major deal in two months. In November 2011 it made a binding offer for Georgia-Pacifics European tissue operations. Together, these two transactions will entail major synergies, lower sensitivity to economic swings and gradually higher earnings per share, Johansson says. DS Smith has also made a formal offer to acquire SCAs French packaging operations that will be treated separately. Closing of the packaging divestment is expected during the second quarter of 2012.
SCA SHAPE 1 2012 25

We are raising the bar!

In recognition of the importance of sustainability excellence for the success of our business we are raising the bar with a number of new sustainability ambitions and targets. Read more on how we create value for people and nature on www.sca.com/sustainability

www.sca.com

TECHNOLOGY
TEXT SUSANNA LINDGREN ELECTRON MICROGRAPHS SCA ILLUSTRATION KJELL THORSSON

Super absorbents can absorb many hundred times their own weight in pure water and retain the liquid in their polymer network.

FUTURE
Disposable hygiene protection products, such as diapers or sanitary pads, are continuously getting thinner, more userfriendly and more efcient. Through smart design, SCA has optimized the combination of materials in a way that improves both function and environmental performance.
SCA HAS PRODUCED feminine protection since the

Thinner is the

1940s and diapers for nearly as long. The products we use today look nothing like the first pads made purely from cellulose tissue. In all areas of hygiene protection, from panty liners to incontinence care, the products have continuously become slimmer and more user-friendly. Through material innovation and product design, a modern sanitary pad or diaper can absorb several times its own weight in body fluid. One of the secrets behind modern, light and thin hygiene protection is superabsorbents. Charlotta Hanson, senior scientist in absorption modeling at SCA, explains how it works.

SCA SHAPE 1 2012 27

TECHNOLOGY

A superabsorbent is commonly made from crosslinked, partially neutralized polyacrylic acid that swells when it gets wet. When its dry it takes up very little volume. When it gets wet it expands as it absorbs the fluids. Its as simple as that, she says. The more she explains, the more obvious it becomes that it isnt really that simple, as the quality of the performance and the reliability of the product lie in the combination of superabsorbent and pulp. For a protection product to work satisfactorily it is essential that body fluids are absorbed, quickly distributed and securely stored in the pad or diaper, leaving the skin dry and healthy.
WHILE A DIAPER FROM THE 1950S could absorb and

spread any body fluid quickly, it could not hold the fluids the same way a modern diaper can. In itself, a pulp fibre can only absorb about its own weight in liquid. Even if one gramme of a pulp fiber network could technically hold 10 grams of fluids in its porous structure, most of it would get squeezed out if exposed to pressure. A neutralized polyacrylic acid superabsorbent, on the other hand, can absorb several hundred times its own weight in pure water. Body fluids, though, contain ions that reduce the absorption. A typical superabsorbent used in a diaper can absorb some 30 times its own weight in body fluid and hold it safely, even under pressure. When wet, the superabsorbent gets the consistency of a gel. In disposable hygiene protection, a porous network of pulp fibres is mixed with powdered superabsorbents,

For a protection product to work satisfactorily it is essential that body uids are absorbed and distributed quickly and securely stored in the pad or diaper, leaving the skin dry and healthy.

which leaves a drier feeling than pure pulp. A superabsorbent doesnt have the same capability to rapidly acquire and distribute the fluids as a porous pulp fibre network can, and this is why the combination of both is important. This combination, together with a sophisticated system for keeping the surface dry, gives a very comfortable feeling, Hanson says.
DEVELOPMENTS IN PERSONAL hygiene care may be most visible between the generations using the earliest products and their children, but improvements in comfort, shape and efficiency are constantly emerging. Superabsorbents are getting more and more efficient, and future products may well get even thinner. The aim is to use less material as that means less use of resources, Hanson says. Since the 1990s, SCA has used Life Cycle Assessment to show the environmental impact of a product throughout its entire life cycle. The assessment shows why and how reducing resources and selecting environmentally sound solutions are better for the environment. You cant just look at the material used in the product, says Susan Iliefski-Janols, director of environment and product safety at SCA. Its important to look at the total use of raw materials, energy and other resources during production, she says. Converting from oil and coal to gas or sustainable energy sources improves the environmental impact considerably.

THE HISTORY OF FEMININE CARE

The rst Libresse disposable towel is produced and marketed under the name Mimosept. A net holds the pulp core in place. The towel can now be attached directly to the panty. The SCA invention of an adhesive strip of foam rubber holds the towel in place. The towel gets a super-dry surface. Libresse Anatomic is introduced. It is the rst towel with a pillow form, shaped to t the female body. Single wrap is introduced in the 1980s and makes it possible for women to have a towel on hand wherever they are. The rst product with wings is also launched. New absorption technology that makes the 3-mm-thick towel a reality. Libresse Invisible is born. Libresse breakthroughs include the worlds rst string towel and Invisible Goodnight, with a unique design that ts your body and prevents leakageat night. A number of innovations have helped women feel secure. One such innovations is Securet, a Libresse feature that molds the pad to move with your body and stay in place for ultimate anti-leak protection.

1940
28 SCA SHAPE 1 2012

1960

1970

1980

1990

2000

TODAY

FEATURE
SCIENCE IN DISGUISE
Superabsorbents are commonly made from cross-linked, partially neutralized polyacrylic acid.

LCA helps decrease the carbon footprint

Life Cycle Assessment, or LCA, studies the environmental prole associated with a product throughout its entire lifetime, from raw material acquisition to production, use and disposal. Input of resources and energy and output of emission to air and water are calculated for each activity in the life cycle. SCA has worked with LCA since the 1990s as it helps SCA to identify areas for improvement in the whole life cycle, such as actively selecting environmentally sound suppliers, using resources efciently in production and supporting the development of sustainable products and services. In Europe, Libero open diapers decreased their carbon footprint by 47 percent from 1987 to 2011.
SCA SHAPE 1 2012 29

Pulp bres act together with the super absorbents to rapidly acquire and distribute uids in a diaper.

TOWELS THREE TIMES THINNER IN 2012 THAN 1988

Libresse Night towels The thinnest Libresse towels
Actual thickness! 17 mm 6 mm 8.5 mm Libresse Maxi, 1988 Libresse Shaped, 2012 Libresse Ultra thin, 1988 3 mm Libresse Shaped thin, 2012

SHAPE UP
Healing forests
SPENDING TIME in the forest serves as rehabilitation for people suffering from chronic fatigue syndrome. That is the nding of some research carried out at the Swedish University of Agricultural Sciences (SLU) in Ume. For a number of years, researchers at SLU have studied how spending time outdoors in environments like gardens

and forests can help people diagnosed with stress-related illnesses recover their mental and physical health. The aim is to investigate whether recovery is attributable to the green setting itself or whether it is the actual activity there that is important. Scientists are also studying what types of forest settings participants in the research

projects prefer. The results show that spending time in a forest has a positive impact on study participants, who are happier, calmer and more harmonious. It also emerged that the participants preferred open and relatively light forests, especially near water, to dark coniferous forests.

DID YOU KNOW THAT

IF YOU USE A BROOM instead of water OOM hen from the hose when cleaning the garage drive way youll save approxiy ers mately 17 000 liters of water a month. Source: liveearth.org h.org

Carving skills
GET T Y IMAGES

Hats, dogs and purses, beautifully pleated coats and dresses, a full-size Ferrari F50 the Italian wood artist Livio De Marchi carves his own world into exis tence in wood. www.liviodemarchi.com

False folk wisdom

Contemporary folk wisdom claims that food dropped onto the oor or on the ground is OK to eat as long as its picked up within ve seconds. Unfortunately, this ve-second rule is false. Bacteria need no time at all to contaminate food.

30 SCA SHAPE 1 2012

A planet of old people

THE WORLD POPULATION ageing is unprec-

NOT MANY ROADLESS AREAS IN EUROPE

AREAS WITH NO ROADS are

edented, without parallel in human history. The UN predicts that the number of elderly persons is expected to exceed the number of children for the rst time in 2045 at a world level. Since 1950, the proportion of elderly persons has been rising steadily, passing from 8 per cent in 1950 to 11 per cent in 2009, and is expected to reach 22 per cent in 2050.

BAD HAND HYGIENE KILLED PRESIDENT

IT IS NOW BELIEVED that the US president James Gareld was killed

by maltreatment from his doctors, not by the actual bullet red by the assassin Charles Guiteau in 1881. The presidents medical team treated him with manure-stained hands, causing a severe infection that killed him three months later.

EVERYONE CHECKS OUT THE BATHROOM

$ Restaurant restrooms, along with
the bathrooms where people work, top the list of public facilities that people prefer to frequent. Among those that people would rather avoid are the ones on trains and airplanes as well as public restrooms around town. $ 87 percent make the association that if a restaurants restroom is dirty, so is the kitchen.

vital to the environment, but in many European countries, the closest road is never more than about a half a mile away. In several countries, up to a quarter of the land mass is impacted by roads. That is the nding of a study from Mid Sweden University. Large, continuous areas are important for functioning ecosystems. Areas without roads are also needed to handle the effects of climate change, says Bengt-Gunnar Jonsson, who worked on the study. These areas limit extreme weather events and protect against re, landslides and ooding. They also make it easier for plants and animals to move to new areas when the climate changes. Only a few areas are left in Europe that still have no roads, the study found. Most of these lack legal protection, unlike in the United States, where road construction is restricted in large areas of public lands.

ISTOCKPHOTO

Source: Torks Toilet Barometer 2011

SCA SHAPE 1 2012 31

GREENER CITIES
TEX T ANNA MCQUEEN PHOTOS SCA

Dirty hands for

A Tree Pool for SCA employees brightens up their communities with a lasting gift.

The Tree Pool Project

The program was advertised to SCA employees through the intranet, at internal events and on yers and posters. SCA provided vouchers that the participants could trade for seedlings that they planted in the chosen site. On completion, employees had to provide a short summary of their project and supply photos for the SCA intranet.

2011 WAS THE International Year of Forests, and

SCA took an active role through its Tree Pool program for employees across Europe to make their communities greener. The Tree Pool program, launched on June 2011, helps people to plant trees in the cities and towns where they live, providing their communities with a piece of nature. Participation in the program has been even greater than expected. A wide variety of trees have been planted around Europe in all kinds of locations, from kindergartens to sports clubs, community centers and town centers. Its a great vehicle for employees to engage with
32 SCA SHAPE 1 2012

local communities and spread the SCA sustainability message, says Katrin Saternus, communications manager for tissue in Europe and Tree Pool project leader. At SCA, we talk a lot about our sustainability goals, but talking and doing are two very different things, Saternus says. The Tree Pool brings the sustainability message to life and shows that SCA isnt just about work in the office its about getting our hands dirty too. As Katrin Saternus says, This is a first step toward bringing sustainability to life among employees and it has truly inspired our staff who have been waiting for an initiative like this.

OUTLOOK

Words cant explain the beauty and serenity provided by trees.

Tom Hres

The Tree Pool Project is a way to show children the importance of trees.

SLOVAKIA

A COMMUNITY EFFORT
Tom Hres is communications coordinator in Gemersk Hrka, Slovakia. Tom helped plant trees in a kindergarten near Gemersk Hrka, as well as in a grammar school and in a neighboring village. We wanted to support people whoreally need more trees and where new trees can enhance the environment and create a feeling of beauty, he says. It was fun getting the children involved in the tree planting. The Tree Pool project is a great example of community efforts, and its great to show children the importance of trees to our future. I think the Tree Pool is a great idea to prove our commitment to the environment, he says. It shows SCA is turning its words into actions and actively helping preserve our resources also for future generations. We must do everything we can to preserve the environment. Wordscant explain the beauty and serenity provided by trees.
SCA SHAPE 1 2012 33

Documenting the planting of six oaks inspired the SCA employees in Poland to apply for more seedlings.

POL AND

TEAM-BUILDING BENEFITS
THE TREE POOL PROJECT was par-

ticularly popular in Poland. Staff really responded to the idea and chose places where a maximum number of people could appreciate the trees, says Aleksandra Karpiska-Gralik, communication coordinator Poland, based in Oawa. Our efforts made two schoolyards, one park, one sports center and one kids playground greener placestobe. Her motivation was clear. Part of my job is to present SCA to new employees, and when I tell them about our sustainability goals, I love
34 SCA SHAPE 1 2012

being able to conrm my words with evidence, she says. I also really like the idea that every employee can participate and as such, reach out to local communities and show their pride at working for SCA. Moreover, it says people arent just a workforce but individuals who are respected and supported by the company. Of course it has great impact on SCAs local image, but I think the main benets are internal. All our planting ceremonies were accompanied by barbecues and other entertainment. The team-building benetsareclear.

Kids love digging holes and getting dirty with soil.

OUTLOOK FEATURE

GERMANY

PROJECT FOR HIS CHILDREN

RENE WOLF, key account manager

for institutions at SCA, based in Mannheim, Germany, jumped at the chance of participating in the TreePool project. He planted his tree in an area of Dresden where a park will soon be built. I got involved for my kids andtheir school classes my son is 12 and my daughter 7. I think

everychildshould know something about our responsibility for the planet and the environment, hesays. Everyone should get the chance to plant a tree. I hope the kids will remember this event their whole lives. Its primarily good for the environment but it also demonstrates SCAs commitment.

I think every child should know something about our responsibility for the planet.
Rene Wolf

The tree planters now know that it is important to water the seedling after itwas planted.
SCA SHAPE 1 2012 35

MARKET
ONE UNIT ENOUGH FOR 350 HOMES

$ A wind power unit produces around

A wind power unit consists of a turbine (with rotor blades), an engine house with a generator and the actual tower.

7,000MWh per year. Thats as much energy as 350 homes consume in a year. $ Wind turbines usually operate around 80percent of the time. They normally start up when wind speed is more than 5 knots and are most efcient at a wind speed of 25 knots (about 28 mph). When it is blowing at 50 knots, that is, full storm, the turbine is usually shut down in order to avoid damaging the machinery. $ Electric energy cannot be stored but must be used immediately when it has beenproduced.

High towers are good because there is more wind the higher the altitude. The new SCA turbines will reach a heigth of 220 meters.

A turbine usually has three blades. In larger turbines, the blades can be up to 40-50 meters long and weigh over nine tons each. The surface area covered by the blades is about as large as a football eld. The blades of the turbine can be tilted depending on whether there is a lot or a little wind.

TEXT PER-ANDERS SJQVIST PHOTOS ISTOCKPHOTO

POWER
ventures continue
After investments in wind power together with partners, SCA has now initiated its rst wind power venture on its own.

ITH THE EXPERIENCE gained from two ongoing wind power joint ventures, SCA is now initiating the permission process for two windparks on its own. We plan to submit our environmental impact assessment to the County Administrative Board in June 2012 and expect to receive the permit in summer 2013, says Henrik Karlsson, project coordinator at SCA Vind. If all goes well, we can begin to build the wind turbines in 2014 and put them into operation in the fourth quarter of 2016. Wind speeds and turbulence are currently being evaluated on site to optimize turbine placement. Our goal is to apply for a permit for turbines with a total height of 220 meters, which is the height of the rotor blade at the highest sweep height, Karlsson says. SCA already had plans to build a total of 300

Sundsvall

wind turbines together with the Norwegian company Fred.Olsen Renewables in the community of Sollefte, in northern Sweden. The area has a potential annual wind power production of about 2 TWh. Another cooperation is the wind power project with Norwegian Statkraft. In November, the Supreme Environment Court gave its final judgment, stipulating the scope of SCAs and Statkrafts wind power project. Briefly, it means we can build about 350 turbines, which is 110 fewer than the original application for 460 wind turbines. Work is started in the first two of these wind parks, comprising 63 wind turbines, says Milan Kolar, president of SCA Vind.
SCAs wind powerplants

Read more at www.scavind.com

SCA SHAPE 1 2012 37

Ive come to realize that interactive communication with patients and their families is a miraculous cure.
Miao Yuping

12with Miao Yuping HOURS

In China, an aging population poses a challenge to acountry that is known for its booming economy. An SCA program helps by providing senior citizens with professional family nursing and Miao Yuping is one of the nurses.
E ATE IT, SEE? A bowl of porridge! Miao tells Mrs. Yu, who is relieved to hear the good news because her husband refused to eat anything the day before Miao came. Miao Yuping, a senior family nurse practitioner for SCA in Shanghai, today has two families to visit along with her nursing colleague Wang Shunhua. Their working routine, as outlined on an SCA Family Care Evaluation Chart, includes checking the progress of the clients health, monitoring vital signs and developing and discussing personalized care plans with caregivers. Most of their patients are senior citizens suffering from chronic health problems such as paralysis, Parkinsonism, cardiovascular problems or diabetes. Shanghai is facing the serious challenge of an

aging society nearly a quarter of its inhabitants are over 60 years old. But professional family nursing is still something new in this city. To explore this emerging market, SCA has started a new home-nursing program together with its new TENA product launch in July 2011. This program is the first one of its kind in SCA, and Shanghai has been chosen as a pioneer. The program offers TENAs professional incontinence care guidance and services to disabled elderly from 200 families in Shanghai for 80 -100 renminbi (10-12 euros) per hour. Ten registered nurses with years of practical experience visit the families regularly to improve the quality of these patients life and help caregivers meet the challenges in daily care.
MRS. YU HAD TO change nursemaids five times in four months before she called the SCA Family Nurse Hotline. Nursemaids represented by private employment agencies generally come from the countryside. In Yus case, three of them were illiterate and none had an enrolled nursing certificate. My daughter warned me that the SCA advertisement in the newspaper could be a trap, Yu says. But now were really grateful for their professionalism and tender-heartedness. She was under stress, taking care of a patient on her own and desperate for a listener. Then came the SCA nurses, who are equipped with skills, knowledge and empathy. Chatting is one of the best ways to establish support for patients and their relatives. Miao shows concern and appreciates the relatives efforts in taking good care of the elderly. Meanwhile, the communication is a double win. Today, Yu tells Miao that she has found a laxative at a reasonable price online. Miao writes down the name of the medicine so that she can share the information with other clients. DEPENDING ON THE clients individual health needs, SCA nurses also perform quality nursingcare procedures such as bedsore prevention and management, blood glucose testing, oxygen inhalation therapy, incontinence care, medication management and rehabilitation nursing. Most im-

TEX T LI YINGNI PHOTO GAO ERQIANG

38 SCA SHAPE 1 2012

12 HOURS

Today Miao has two families to visit along with her nursing colleague Wang Shunhua.

Contact with the patients is the best cure, according to Miao.

Miao Yuping
Job: Senior family nurse practitioner Age: 42 Lives: Shanghai, China Family: Husband Zhang Denglin, 46, a mathematics teacher; daughter Zhang Xiner, 18, a student of global logistics. Interests: Music, reading, gardening, crossstitch, painting, anything concerning aesthetics. Best thing about thisjob: Taking care of the elderly has taken at least eight years off her own age.

Miao demonstrates a nger game to the patient and his wife.

Miao shows Wang the treatment for pressure ulcers.

portantly, they provide advice and demonstrations to the client and family members regarding disease prevention and health promotion. We attended workshops and training courses on health assessment, rehabilitation nursing theory and psychology, among other things, Miao says. Although I had 24 years of nursing experience in a public hospital, Ive come to realize that interactive communication with patients and their families is a miraculous cure. Miao plays a signing the paper game with 85-year-old Mr Chen, who succeeds in writing down his own name and

his wifes name correctly. For a patient like Chen, Miao demonstrates a number of simple finger games and clapping exercises, and she encourages the family members to devote a little time to such activities every day. Along with the rehabilitation exercises, Miao brings a little surprise to both families today pictures the elderly couples had taken with the Business development director Gunnar Preifors and Swedens minister for children and the elderly, Maria Larsson. Pointing to one photo, she exclaims, Grandpa, dont you look handsome!
SCA SHAPE 1 2012 39

SCA INSIDE

News from SCA

Bounce with Joy!

MORE THAN 100 families with young children in Malaysia gathered on November 19 to Bounce with Joy! That was the name of a joint event sponsored by Drypers and the National Autism Society of Malaysia (NASOM) to raise public awareness about early detection and proper education for autism. Family involvement plays an important role in helping children with autism reach their full

potential. The event, held at the gigantic MegaKidz play center in Kuala Lumpur, featured face painting, balloon sculpting and a bouncy castle. Specially produced DrypersNASOM charity premiums, based on art pieces that were drawn by the children of NASOM, were sold at the event to raise money for furnishing of a Creative Center for autistic children in Malaysia.

Sustainability
makes a difference nce
SUSTAINABILITY IS IMPORTANT to SCAs customers, but its valued more highly in some areas than others. It ranks the highest in the forest products, packaging and Americas business units, and seems to be less important to customers in Eastern Europe. These are some of the conclusions of a recent survey answered by nearly 400 SCA employees with customer contacts in all of the business units. The aim was to better understand how sustainability inuences

customers and affects the business. omers The topics of greatest interest to e customers are carbon dioxide emisomers sions and forest management, s ding including FSC certication, fold lowed by health and safety and ply supply chain management. e The survey found that ainability sustainability is a clear ness business differentiator ore t in more than 40 percent of SCAs customer CAs ract contract negotiations. s.

40 SCA SHAPE 1 2012

SCA INSIDE

PHOTOS SCA, ISTOCKPHOTO

CHECKED AND CLEARED

Demand for products deriving from responsible forest management is increasing. SCA is one of the worlds largest suppliers of FSCcertied forest products. Demand is also increasing for products certied according to PEFC (Programme for the Endorsement of Forest Certication schemes). In order to meet this demand SCA in 2011 had the management of its forest resources certied according to PEFC. SCAs forests are FSC-certied since 1999. The strand pulp mill and the Ortviken paper mill have become Chain-of-Custody certied according to PEFC and can offer PEFC products along with FSC. Paper from Laakirchen, Austria, and solid-wood products can also be offered both as FSC and PEFC certied.

New trees FOR TUNISIA

ONE BAD APPLE

Fruits like apples naturally give off a lot of ethylene, a gas that makes sensitive vegetables like broccoli go bad. Worldwide, the effect of the gas on fresh produce leads to huge amounts of wasted food. SCA has developed ethylene-absorbing cardboard packaging trays that are in the prototype stage, but might just keep apples in checkand apples arent the only culprits. Bananas, pears, avocados and tomatoes also produce signicant amounts of ethylene. Besides broccoli, their worst victims include lettuce, cabbage and cauliower, which are particularly sensitive to the gas. The prototype, called fresh fruit +, has already won a coveted prize from the German Packaging Awards (Deutscher Verpackungspreis). Ethylene-absorbing packaging might also carry another advantage: the ability to leave fruits and vegetables ripening longer in the eld. If youre able to pick the fruits later, they may contain more vitamins, and theyre likely to taste better too.
SCA SHAPE 1 2012 41

A DEVASTATING FIRE last summer

swept through the Cap Bon region of Tunisia, situated on a scenic peninsula that juts out into the Mediter-

ranean Sea just east of the capital Tunis. Now SCAs joint venture Sancella Tunisia has helped the region to recover by replanting 5,400 trees.

A GROUNDBREAKING EVENT
IN GERMANY, Kostheim has grown in recent

years into one of SCAs biggest and most modern production facilities. On December 9, mill manager Ulrich Beltz presided over the groundbreaking ceremony for the building that will house the new paper machine PM5.

SCA INSIDE

PRODUCT OF THE YEAR AGAIN

SCA has received the Product of the Year award in Russia for the seventh year in a row for its Zewa toilet paper. The primary focus during 2011 was shifting consumers preferences toward the premium Zewa Deluxe three-ply toilet paper with the nationwide promotional campaign For those who want more! SCA also won the award for the rst time for Zewa handkerchiefs, a relatively new product for Russian consumers. Part of the recipe for growth was to introduce ind ividual pack sales of Zewa handkerchiefs. The awards are given out by independent ratings agency FMCG, based on data from Nielsen and other research companies that track product categories that are frequently purchased at the retail chains.

Baby pants for Malaysia

Demand for Drypers DryPantz in Southeast Asia has been booming, so SCA Malaysia has responded by installing an additional machine to produce them. Drypers DryPantz is a premium pant diaper that is widely available in countries such as Malaysia, Singapore, Thailand and the Philippines.

Clean hands for

THE TORK HYGIENE program Clean

healthy children
Hands for preschoolers in Russia received a Best for Children certication of quality in December. The award comes from a Russian national program aimed at enhancing the quality of goods and services for children and teenagers. Torks Clean Hands program was rolled out in late 2010, and it has introduced hand hygiene to many children in a playful way. Supporting such initiatives is one of Torks priorities as a leading brand for hygiene products and solutions, said Maxim Barkov, AFH commercial director for Russia and CIS. We aim to teach children about hand hygiene, and taking care of our future generations is extremely important.

42 SCA SHAPE 1 2012

SCA INSIDE

A GOOD PLACE TO WORK

SCA HAS WON three awards in Scandinavia

for its reputation as a good place to work. Two of the awards were in Sweden, where SCA was ranked the best in the forest industry among students in engineering and young professionals in the engineering eld, according to the employer branding group Universum.

The groups company survey examines attitudes among 17,000 students, while its career survey is carried out among 9,000 young professionals. In Denmark, SCA Packaging won the Danish Working Environment Award 2011 for its efforts to improve safety in daily work.

St. Petersburg

NEXT STOP
SCA TRANSFOREST is expanding its container trafc between northern Sweden, Rotterdam and Stockholm, and will now be calling at St. Petersburg. The frequency will increase to one call per week on xed days. St. Petersburg and Stockholm are dynamic regions generating large and increasing volumes of incoming container goods, says Magnus Svensson, President of SCA Transforest. These are destinations of increasing importance for SCA, but this joint venture also increases the competitiveness of all industry in Northern Sweden, by providing efcient container transports between Northern Sweden, the European continent and overseas destinations. The new route is the result of collaboration between SCA Transforest and the Russian shipping company Delta Shipping Lines. Each company will operate one vessel on the route Ume Sundsvall Rotterdam Stockholm St. Petersburg. SCA Transforest started container trafc between Ume, Sundsvall and Rotterdam as early as the end of the 1990s. The rst vessel to St. Petersburg leaves Rotterdam on January 5th and Stockholm on January 8th.

Two awards to
ONLY MONTHS AFTER its launch, Nana

DOUBLE LINER
2in1 has already received two prestigious French consumer awards. The innovative new liner product is made of two thin liners, one on top of the other. To feel fresh throughout the day, a woman just needs to peel off the rst liner to enjoy a completely new liner beneath. French brand and retail magazine LSA awarded it the Innovation Trophy 2011, calling it the best innovative consumer product in the hygiene/ beauty category. The jury consisted of 45 marketing professionals from such respected companies as LOreal, Coca-Cola and Philips. In addition, a panel of more than 20,000 French consumers chose Nana 2in1 as the Product of the Year 2012, based on the criteria of attractiveness, innovation and usefulness. The sales results for the rst months are good. Libero/Libresse plans to roll it out to other European markets starting in early 2013.

Delta Shipping Lines is SCA Transforest new partner on St. Petersburg line.

SCA SHAPE 1 2012 43

Its better business. Hands down.

Its a dispenser.
Tork Xpressnap is the most popular napkin dispenser in North America. And why not? Thanks to thoughtful One Napkin, Every Time dispensing, it guarantees 25% less napkin use and saves tons of time on rells, maintenance and cleanup.

Its a display.
Tork Xpressnap is the most versatile tabletop display out there. Put the AD-a-Glance inserts to work promoting your products or selling ad space. Count on contemporary colors and custom-print napkins to seamlessly t with your brand and dcor.

Find out what the Tork Xpressnap family of dispensers can do for your business. Contact your sales rep or visit torkusa.com to learn more.
2012 SCA Tissue North America LLC. All rights reserved. Tork is a registered trademark of SCA Tissue North America LLC, or its afliates.