Paper maker driven by 'power of word'

Finnish company uses 'Biofore' as a new motto to reinvent itself, says its president

Jussi Pesonen, president and chief executive officer of UPM, one of the largest makers of paper in the world, says that despite the turbulent times in the market, the Finland-based company has managed to hold its head above the water by reinventing itself as a "Biofore" company.

"Biofore is a new word that means a commitment to efficient operations, profitable business and a more sustainable future, demonstrated through concrete actions and a string of R&D successes that complement existing businesses," said Pesonen.