Recycling brings a new face to ecodesign

(UPM, Helsinki, 12 September 2012) – UPM has partnered with the World Design Capital Helsinki 2012 by bringing its sustainable products to the world of design. One of the main purposes has been to promote ecodesign, a concept that incorporates environmental aspects in product design, right across the entire lifecycle.

The majority of UPM’s products fulfilled the criteria for ecodesign even before the concept was even invented.

“A comprehensive approach right at the beginning of the design process is essential, as approximately 80% of the environmental load is set at this stage,” Jutta Nuortila-Jokinen, Manager, Environmental Services stresses. However, ecodesign also brings benefits at the end of the value chain.

Consequently, UPM is increasingly interested in promoting paper’s life through recycling. Material efficiency conserves raw materials both at the beginning of the value chain as well as at the end, since the product does not generate waste, but can be recycled as raw material. Paper can be recycled up to six times after its first use, and even after the fibres wear out they can still be used to generate renewable bioenergy.

“Recycling enables us to maximize the lifecycle of biomass and produce paper in an eco-efficient manner. The renewability of the raw material used for paper and its recyclability go hand in hand, making paper the sustainable choice both ecologically and economically. In addition, recycling prevents the unnecessary loss of reusable fibre to landfills,” says Päivi Rissanen, Environmental Director of UPM Paper.

Recycling in the world of cross media integration

“We strongly believe that print will continue to be a preferred medium for advertising, where it can conveniently coexist with digital media. We promote the recyclability of printed material and are already the world’s largest user of recycled fibre in graphic papers,” says Rissanen.

Another reason for UPM to promote recycling is the desire to continue the good results achieved so far in this area: the paper industry has been at the forefront in promoting environmental performance, recycling and recyclability of its products.

“Paper recycling is at the heart of UPM since efficiency is a key aspect of our identity,” Rissanen concluded.

GIVE PAPER A NEW LIFE – RECYCLE

For further information please contact:
Päivi Rissanen , Environmental Director, UPM Paper Business Group, tel. + 358 2041 62 252

Pictures related to the release are available here

Notes for the editors:

UPM
UPM leads the integration of bio and forest industries into a new, sustainable and innovation-driven future. Our products are made of renewable raw materials and are recyclable. UPM consists of three Business Groups: Energy and pulp, Paper, and Engineered materials. The Group employs around 24,000 people and it has production plants in 16 countries. UPM's annual sales exceed EUR 10 billion. UPM's shares are listed on the Helsinki stock exchange. UPM – The Biofore Company – www.upm.com

UPM Paper
UPM has 22 modern and sustainable paper mills in Finland, Germany, the United Kingdom, France, Austria, China and the United States. As the world’s leading producer of graphic papers, UPM Paper provides customers with renewable high-performance products, and delivers more with less through efficient practises and continuous innovation. UPM Paper net sales amounted to EUR 7.2 billion in 2011, and the business group employs around 13,000 people. To learn more about UPM Paper, visit: www.upmpaper.com.