In North America, consumers want boxes that can be opened effortlessly. “The boxes need to be easy to open and reseal, and especially when it comes to pharmaceuticals, safety is important. You don’t want your children to be able to open up a box by accident,” says Sahlstedt. The market for folding carton in North America is about six million tonnes annually. Of this, two million is recycled paperboard. Coated unbleached kraft (CUK) is slightly less than two million tonnes of the total, and solid bleached board (SBS) accounts for the rest. The greatest potential for Metsä Board in the North American market lies with its lightweight folding boxboard. Currently, this grade is hardly used in North America, and all of it is imported. Achieving the desired lightness is all about mastering fibre technology. “Our packaging solutions are up to 30 per cent lighter than current solutions on the market, leading to considerable savings for our customers and the environment,” says Sahlstedt. American customers appreciate swift action. “Americans are not inclined to wait three months for their deliveries. They demand delivery times of about five to ten days,” explains Sahlstedt. To meet this demand, local stocks are a must. But getting the rolls – most of the printers have their own sheeting machines – to Philadelphia or Baltimore isn’t enough. Some rolls need to be delivered all the way to California. Transport costs are higher in North America as trucks are only allowed to carry up to 18 tonnes, compared to 25 tonnes in Europe. Intermodal freight transport is used for longer distances.
SIXTY YEARS IN ASIA
Another large market area for folding boxboard is, of course, Asia. “About 50 per cent of all demand for consumer goods comes from Asia, so strategically it is important for us to be here for our customers,” says Mika Manninen, vice president for paperboard sales in APAC.
AM
Connecticut
Jorma Sahlstedt, vice president, paperboard sales, Americas
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Magazine | issue 1/2013
“Americans appreciate fast deliveries. Whether to New York or to Los Angeles, it’s five to ten days.” In fact, in 2013 Metsä Board is celebrating 60 years in Asia – the first office was opened in Beijing in 1953. Today the office has moved to Shanghai with another office in Hong Kong to serve customers in northern and eastern Asia. “As a company we’ve witnessed China’s phenomenal growth, especially in the last 30 years, and its positive consequences for the print and packaging industry,” says Manninen. In addition to its Chinese offices, Metsä Board also has offices in Singapore, in Mumbai, India, and a new one in Melbourne, Australia to serve customers in Australia and New Zealand. During these years, Asia – with China at the forefront – has undergone rapid urbanisation. Consumption habits have become westernised and a growing