UPM Pulp: Now the second-largest euca pulp supplier in North America
Aki Temmes, Executive Vice President, UPM Fibres, recently toured UPM Pulp’s operations in North America. His visit focused on strengthening relationships with customers in a region where UPM Pulp has rapidly become the second-largest supplier of eucalyptus pulp.
North America presents unique opportunities to pulp manufacturers. For UPM Pulp, success in this strategic market depends not just on product quality but also on having a reliable supply chain, a demonstrated commitment to sustainability, and, most importantly, on building trusted relationships with its key customers.
This is exactly why Aki Temmes, Executive Vice President, UPM Fibres, recently made a trip to the U.S. and Canada to meet with customers and explore new avenues for collaboration. The visit, he says, was clearly successful.
“It is a clear signal of our strategic intent and interest in this market,” explains Temmes. “I see it as part of my responsibility to understand our customers and their needs and develop stronger relationships with them. I visit each of our strategic markets regularly and always enjoy meeting our customers in North America."
North America’s second-largest eucalyptus pulp supplier
Temmes’s trip here comes at a time when UPM Pulp has experienced rapid growth in North America. Sales have tripled over the past three years, and the company has rapidly become the second-largest eucalyptus pulp supplier in the region.
The company’s unique positioning in North America stems from its diversified portfolio and scale. As the third-largest pulp producer worldwide and the largest multi-fibre pulp producer, UPM Pulp has capabilities that no competitor can match.
“The North American market demands consistency and reliability," adds Temmes. "Our capacity to produce multiple grades of hardwood and softwood pulp, coupled with our unmatched scale, makes us a unique fit for this market.”
Capitalizing on emerging trends
A key mega-trend that caught Temmes’ eye is the ever-increasing quality requirements in North America’s tissue market.
As the region leads the world in tissue consumption per capita, major brands are focused on enhancing their product lines to meet evolving consumer preferences for softer and bulkier tissues. This shift, says Temmes, presents a prime opportunity for UPM Pulp.
“Rising demand for better quality means the product must perform better. This is where we are helping our customers,” he says. “We are working with our customers, using our technical expertise and product mastery to give them that edge.”
Betting on collaboration and co-creation
Collaboration and co-creation are core to the company’s operations and take various forms: visits to R&D centers, consultations with technical teams, and sharing research and development efforts around areas like hardwood and softwood substitution.
"It's all about how we can help improve the end quality of our customers' products by bringing our knowledge and expertise and combining that with theirs,” adds Temmes.
Backing this up is a robust research and development arm with labs spread globally, and a technical marketing services capability that brings together knowledge and skills from across all areas of UPM Pulp.
Despite the significant growth achieved to date, Temmes insists this is just the beginning for UPM Pulp in North America.
"We've seen remarkable success over the last three years, but that doesn't mean we're satisfied," he explains. "We know that we have to get better every day."
A roadmap for success
Looking ahead, UPM Pulp has plans for further expansion in the region. Currently, the company supplies North America primarily from its UPM Fray Bentos pulp mill in Uruguay, but plans are underway to include the new UPM Paso de los Toros facility, also in Uruguay, which will diversify and lower supply risks.
Additionally, opportunities exist to create a unique value proposition in North America with northern bleached softwood kraft (NBSK) sourced from the company’s Finnish forests. Beyond tissue, Temmes sees potential in specialty grades, particularly board applications for food service packaging and carton board uses, as well as various paper applications.
“We’re committed to growth in North America. It’s strategically important for us to continue investing and expanding in the world’s third-largest pulp market,” he emphasizes.