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2.

2015 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS

p
o
T

d
n
i
m
of
EVERYONE
IS A FOODIE

70
50?

IS
THE NEW
Companies
adapt to
the new
workforce

THROUGH
THE LENS OF A

WOMAN

What is your best food memory?


Karin Strand
Author, wrote about Viktoriagrden on page 3031

Shape is a magazine from SCA


primarily geared toward customers,
shareholders and analysts, but also
for journalists, opinion leaders and
others interested in SCAs business
and development. Shape is
published four times a year. The next
issue is due in October 2015.
Publisher
Josphine Edwall-Bjrklund
Managing Editor
Marita Sander
Editorial
Anna Gullers, Inger Finell,
Appelberg
Design
Markus Ljungblom, Kristin Peva
Appelberg
Printer
Tag Worldwide
Address
SCA, Group Communications,
Box 200, 101 23 Stockholm,
Sweden.
Telephone +46 8 7885100
Fax +46 8 6788130
This issue of SCA Shape is published in
Swedish, English, Spanish, German, French,
Dutch and Italian. The contents are printed
on GraphoSilk 90 grams from SCA. Reproduction only by permission of SCA Group
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: www.sca.com/subscribe
or sophie.brauner@sca.com

2.2015 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS

i
Top of m

nd

EVERYONE
IS A FOODIE

70
50?

IS
THE NEW
Companies
adapt to
the new
workforce

THROUGH
THE LENS OF A

WOMAN

Cover photo:
Getty images

2 SCA SHAPE 2 2015

My best food memories


are from my mother, who
was incredibly modern and
interested in food. She wasnt
afraid to try anything new.
I remember a treat when
back in the 1960s she found
a jar with a North African

vegetable stew in a shop. She


just had to test it. We ate the
stew with eggs and loved the
exciting seasoning garlic,
cumin and chili, none of which
were known in Sweden at the
time. Shakshouka was the
name of the stew.

Alexander Rauscher
Graphic designer, illustrated the technical article
on page 2425
Serbia is not known for great
food, but like everywhere in
the world, one can nd the
most amazing places where
you least expect them. The
Zupa Valley in southern
Serbia is such a place. The

Ivanovi winery serves roast


pork with Chef Dragoslav hot
pepper sauce, ajvar relish,
sauted onion and chilies
on the table and wine from
the local prokupac grape.
World-class!

Contributors
SCAS SOCIAL MEDIA SITES
Youtube.com/
SCAeveryday shows
commercials and videos from SCAs
press conferences, presentations
and interviews with executives and
employees.

Slideshare.com/
SCAeveryday
is for investors and analysts, who
can download presentations from
quarterly reports and annual general
meetings.

Facebook.com/SCA
is intended to attract
talent, engage users and provide
information in a way that complementssca.com.

Scribd.com/
SCAeveryday
contains some 50 publications,
including SCAs sustainability report,
its Hygiene Matters report and
Shapemagazine.

Twitter.com/SCAeveryday
provides continiuous communication from SCA with a focus on
sustainability.

Instagram/SCAeveryday
SCA photos from across the
globe.

26.

CONTENTS
6.

A global competition
called on women photographers to submit
photographs of women
from all walks of life.

Aging on the job


As the global population grows older, governments and
researchers are looking for ways to keep people
productive as they age.

10.

FOCUS: The rise of the foodies


Food culture has gone global, and what we eat now
reects how we see the world around us.

20.

The new leader


Magnus Groth, SCAs new CEO, has do it now
as his motto. It is better to make a decision than
to wait and see.

24.

Waste no more
A process in development aims to convert sludge from
the paper industry into fuel gas, reducing CO 2 emissions
while producing useful inorganic compounds.

30.

High-tech protection
A sensor inside an incontinence pad can help caregivers
give personalized care to a wide range of individuals.

ALSO...

MEET AN SCA EMPLOYEE Eva Dahl, roving ambassador: pages 36-37


TEAM SCA meet Anna-Lena Elled onboard: page 42
NEWS FROM SCA pages 38-41

DO YOU KNOW...
that bees act as flying doctors? Find out more on page 5.

SCA SHAPE 2 2015 3

SHAPE UP

Check out whats happening outside SCA

Lignin is the glue in the trees


wood (the brown rings).

WOOD REPLACES CARBON FIBER


SWEDISH RESEARCHERS have succeeded in nding a method of making carbon ber from wood,
using lignin rather than oil. Lignin is the adhesive
in the trees wood, the brown part in the annual
rings of a sawn-off log. It binds together the cellulose bers in a softwood cell.
The goal is to have developed and created a
market for lignin-based carbon ber by 2025. The
product is mainly intended to be used in advanced
composite materials. Global production of carbon
ber is currently around 50,000 tons a year.

No plastic bags on Yap


THE ISLAND OF YAP in the
Federated States of Micronesia
has taken concrete steps toward
better environmental stewardship. In July 2014 policymakers
there officially enacted a ban on
all uses of plastic bags. The Yap
Environmental Protection Agency
has been working continuously to
educate the general public about
the reasoning behind the ban and
the consequences of plastics. This
is done in part through publications and notices that can be found
around the island.

4 SCA SHAPE 2 2015

As one notice says, Plastic


grocery bags are responsible for
the death of many fish, turtles,
dolphins and other marine animals that are essential to the food
security and ecology of Yap. These
animals mistake plastic grocery
bags for jellyfish and other food
sources.
Capitalizing on this new policy,
a womens group in Yap has formed
a cooperative that weaves reusable bags out of local materials to
promote a more sustainable way of
shopping.

FRENCH ROOFTOPS GO GREEN


ALL NEW ROOFTOPS built in commercial

zones across France must be at least partially covered in either plants or solar panels,
according to a new law.
A green roof helps to insulate a building, reducing the amount of energy needed
to heat it during the winter orcool it in the
summer. They can also retain rainwater,
absorb CO2 and offerbirds a place to call
home in the urban jungle.
Solar panels help to provide the buildings
with renewable energy.
Green roofs are already popular in Germany and Australia, as well as in Canada.

BEES ACT AS
FLYING DOCTORS
THE EUROPEAN research

Oak in a vase
ESTRID ERICSSON, the founder of the Swedish

interior design company Svenskt Tenn, gained


inspiration for the Vase Acorn when staying at
her summer cottage in the 1930s. She gathered
acorns and let them
sprout in a simple glass
vase. To make acorns
grow you put them in a
bowl of water for three
to six weeks. When
they start sprouting
you ll the Vase Acorn
with water and insert an
acorn with the sprout
pointing downward.
After another three to
six weeks a young oak
tree begins to grow.

Did you
know that...
...Monks of the Jain Dharma

(a minority religion in India)


are forbidden to bathe any
part of their bodies besides
the hands and feet, believing
the act of bathing might
jeopardize the lives of millions of
microorganisms.

project BICOPOLL has studied bees that deliver biological plant protectants while
landing in fruit and berry
owers. The aim of the project is to increase both crops
and the quality of organic fruit
and berry growing.
The bees carry a biological
fungicide powder placed as
a doormat at the beehives
exit and deposit it in the berry
or fruit ower while pollinating
the ower.
The trials took place in
strawberry plantations, which
were treated against gray
mold. The results from several European countries show
that the bee-delivered organic fungicide protects against
gray mold as well or better
than chemical fungicides.
The trials also show that
the salable crop increases
signicantly, often by over 50
percent. Improved pollination
accounts for around half of
this crop increase.

SCA SHAPE 2 2015 5

VIGNETTE

6 SCA SHAPE 2 2015

MARKET

ACTIVE AGING
on the job
The worlds aging population might result in a need for
individuals to stay on the job for a few more years.
The question is: how do we handle that?

text SUSANNA LINDGREN illustrations EMMA HANQUIST

he growing aging population is a hot topic


among researchers all over the world. The
gap is widening between those who will
retire and those who are supposed to pick
up the check. With an increased elderly
population come hugely enlarged pension and
health-care expenses.
The European Commission estimates that the
number of people over age 80 will triple in the next
50 years. By 2060 nearly 30 percent of the population in the European Union will be over 65. During
the same time, the working population in the EU
is expected to shrink by 14 percent. Regardless of
how and where in the developed world you count,
the statistics are similar, and the common solution
to the challenge is active aging.
THE PATH TO active aging is not only about health
and lifestyle. Its just as much about convincing
both society and the individual of the advantages of staying on the job for a few more years.
According to the European Agency for Safety at
Work, it could be to the employers advantage to
rely increasingly on aging workers. Several studies
show that older workers are more dedicated to the
workplace and stay in jobs longer.

The skills, experience and maturity of older


workers generally outweigh potential problems
such as age-related ill health. But what about the
argument that early retirement opens doors to the
labor market for the next generation?
Studies show that countries with a high proportion of older people in the labor market also have a
large group of young workers, so thats clearly not
true, says Mikael Stattin, an associate professor
in the department of sociology at Ume University
in Sweden.
HE IS INVOLVED in a multidisciplinary research
project that focuses on several aspects of active
aging. The impact of the work environment and
the timing of retirement are among them. The
question is how to persuade us all to work longer.
A common but cardinal error is to regard
the group of 60-plus as homogeneous, he says.
Every individual has different needs, which make
it essential to have a flexible attitude. Anyone
interested in keeping their employees longer needs
to plan early, and on an individual level, to know
what makes each person want to work a few extra
years. Every workplace needs a strategy for keeping their older and more experienced workforce,
SCA SHAPE 2 2015 7

MARKET

AGING-FRIENDLY WORKPLACES
As people grow older, they commonly experience physical
issues that can result in absences from work. SCA regularly
conducts analyses of upcoming demographic challenges and
generational shifts.

Every workplace needs


a strategy for keeping
their older and more
experienced workforce,
and must also make sure
that their employees
actually manage.
and must also make sure that their employees
actually manage.
Even if people in their 60s today are both healthier and better educated than previous generations,
some tasks are physically demanding. To make
people stay longer on the job, working conditions
may have to be adjusted long in advance of the
traditional retirement date. Stattins advice is to
catch up on any needs early by using performance
appraisals to discuss future retirement plans with
everyone 55 and over.
In my studies I have focused on health-care
workers, Stattin says. Studies show that many
of the older workers want to work fewer hours and
also seek a variety of tasks. For others, the carrot
may be the prospect of spending part of their working hours transferring their experience to next
generation taking over. Money is of course also an
important incentive to keep key workers on board
longer. To succeed in keeping us all healthy and at
work longer, work-related symptoms and diseases
should be tackled in all age groups, he says.
8 SCA SHAPE 2 2015

AGING MAY BRING wisdom, but


the advance of years often means
that musculoskeletal-related
issues become more common too.
When companies encourage their
employees to stay on the job longer, they will also have to consider
the work environment they provide.
In its continuing drive to develop
new ways of working, SCA has initiated two pilot programs to study its
working environment. Among other
things, workplaces need to be as
ergonomically designed as possible. To further improve the working
environment, SCA selected two
plants for more in-depth investigation to better understand how to
streamline work processes from a
musculoskeletal perspective.
Its a fact that we are prone to
get more musculoskeletal problems the older we get, says Astrid
Manquin, human resources director at SCA. When our investigations showed a rise in absence
linked with age, and that in some
cases as much as 70 percent of the
absences were related to musculoskeletal issues, we saw the importance of recognizing these issues.
In the personal care plant in
Hoogezand, the Netherlands,
and at the tissue plant in Neuss,
Germany, the converting and
papermaking lines were surveyed
through a number of ergonomic
tools to measure the impact
on the body.

The survey resulted in a list of


subjects we wanted to work on and
further develop, Manquin says.
Technical improvements as well
as behavioral and organizational
changes had to take place to make
the production lines as ergonomically friendly as possible.
Some technical issues involved
the line and the actual machines,
but behavior also needed to be
changed. In addition, an external
company was invited to provide
guidance on how to lift and work in
a more ergonomic way.
AT THE PILOT FACTORY in Neuss,
a new tool was built to further
reduce the bodily force needed
to separate the large paper rolls.
In the Dutch converting plant,
the transporting carts now have
new and higher handles to avoid
unnecessary back bending. Raised
platforms make loading packaging
easier. A small lifting device helps
to load the wrapping.
Its possible to solve many
critical areas with a relatively small
budget, Manquin says. All these
improvements help to keep all our
employees working healthy longer,
and we hope this will further contribute to our employee satisfaction
and engagement.
In the identied areas, several
suggested improvement programs
will be rolled out in other plants
during 2015.

text SARA BERGQVIST

WE ARE ALL

foodies

ith travel increasing constantly and


globalization accelerating at a breakneck pace, the worlds different cultures are influenced by one another
and trends become global. This is
particularly true of food.
Our food culture acts as an interesting mirror of what is happening in the world around us
and shows what we consider important, says
Johanna Mkel, a professor of food culture at the
University of Helsinki.
As sustainability issues become more prominent in public debate, along with health aspects
and various ethical considerations, the demand
for organic food and green options is also increasing. More and more people are going in for vegan
or vegetarian food, but its not necessarily all or
nothing.
Many people are choosing to eat vegetarian
certain days of the week but dont want to cut out
meat entirely, Mkel says. Or they fill up their
plate with more green stuff.

Karin Pontn, CEO of Vr PR-byr, a public relations agency specializing in food and beverages,
thinks that environmental issues continue to play
a decisive role but are becoming more nuanced.
Its not certain, for example, that local produce is
always the smartest option, a view she shares with
the Swedish star chef Niklas Ekstedt.
Various cooking methods, transparency,
provenance, ecology, environmental impact, food
waste and biocides are examples of other sustainability aspects that are becoming increasingly
important, Ekstedt says. At the same time, Im
surprised this hasnt happened sooner. I would
have expected a shift four or five years ago.
Ekstedt has appeared for many years as a chef
on various cookery shows on Swedish television.
On one show, Niklas mat, he travels around the
world testing various cuisines and working as an
intern at star restaurants. He thinks that Paris is
one of the most exciting food cities right now.
Paris has a long culture of French brasseries
and heavy gastronomy, which can easily get a bit

Did you know that


...India is the country that consumes the least meat

...sweet corn is considered so important in Mexico

Around 40 percent of people in India are vegetarians. Moreover,


meat consumption is unusually low even among non-vegetarians.

that it has its own festival September 29. Latin American creation myths describe how man was created not from a rib or a
god but from sweet corn.

10 SCA SHAPE 2 2015

JODY HORTON GALLERY STOCK

Food is now considered a cultural expression on par


with theater, music and travel. What and how we eat has
become an increasingly important part of our identity.
Shape has mapped some of the global food trends.

More and more people are going in


for vegan or vegetarian food, but
its not necessarily all or nothing.

SCA SHAPE 2 2015 11

boring, he says. But now the city has suddenly


exploded with holes in the wall, small restaurants
without white tablecloths and with young chefs.
It definitely feels like a renaissance, which I hope
will spread to the rest of France.
What he has seen on his travels is a tendency for
more countries to absorb new influences and an
increased interest in gastronomy in countries that
were previously not so respected in that area.
As a generalization, you can say that countries
with a long tradition of viticulture, such as France,
Italy and Spain, have traditionally had a stronger
gastronomic culture, he says. But now other
countries, such as the Netherlands, Belgium, parts
of the US and the United Kingdom, are starting to
catch up and are often more curious to try out new
things.
London is now considered to be one of the more
innovative food cities, with creative chefs such as
Yotam Ottolenghi attracting considerable attention, using green ingredients.
Today many food trends start in the United
States and spread eastward, but this influence
travels in both directions. Japanese diners like to
eat Italian food and drink European wines, while

An exciting difference between many


Western countries and Asia is that the
mouthfeel or the texture of the food has
traditionally been much more
important in Asia. Johanna Mkel, professor of food culture

Swedish star chef Niklas


Ekstedt.

JOHNR

Hong Kong is one of the cities that consume the most sh and shellsh in the world.
On average Hong Kong residents eat four times as much sh and shellsh as people in the
rest of the world. Recently both the government and consumers have begun to make higher
demands on sustainable and ecological shing.
12 SCA SHAPE 2 2015

in Russia sushi is generally on the menu even at


Russian restaurants. American fast food restaurants are found in practically every country, sometimes with local variations. At McDonalds, you
can find bulgogi hamburgers in Korea and McRice
in Indonesia.
The latest Michelin Guide shows that the inspectors were impressed by Asia and particularly
by Hong Kong and Macau, which together have 72
Michelin-starred restaurants.
An exciting difference between many Western
countries and Asia is that the mouthfeel or the texture of the food has traditionally been much more
important in Asia, says Johanna Mkel. Here
in the West its mainly fine dining restaurants that
have experimented with food texture, but its now
becoming more widespread.
Street food of all types continues to be a key
trend that has found its way into upmarket restaurants in the form of gourmet sausages and
burgers.
The best food experience Ive had was probably when I was in Mexico City and just went
around eating from street stalls, says Niklas
Ekstedt. One thing that warmed my heart there
was that so much importance is attached to good
food even if youre quite badly off.
Increasingly, temporary pop-up restaurants are
springing up during the tourist season in a store,
at a trade fair or just for a day. These are often
existing restaurants, but there are also other types
of pop-up restaurants, such as Restaurant Day,
which started in Finland four years ago and has
now spread to some 70 countries.
On Restaurant Day, which takes place four
times a year, anyone can set up a restaurant anywhere, such as at home, on the beach or on a street
corner.
This has created pride and a newly awakened
interest in food culture in Finland, Johanna
Mkel says. At the same time its given many
people new ideas such as an insect restaurant.

FOCUS: FOOD

JOHNR

FUTURE FOOD
WITH A GLOBAL population of nearly
11 billion expected by the turn of the
next century, new ways of feeding
everyone are needed. Many people
expect that insects will become a
primary protein source in the future, but
eating insects is nothing new. Silkworm
pupae are eaten as a snack in Korea,
while crickets are consumed in Mexico
and caterpillars and cockroaches are
devoured elsewhere.
Now trendsetting restaurants

in the West are taking the lead.


Copenhagens Noma, voted the
worlds best restaurant, serves ants.
But whats interesting is how insects
can be used in a broader perspective.
By feeding our animals insects as
a protein source, we can continue
eating things were more used to, while
helping take the pressure off the Earth,
says Karin Pontn at Vr PR-byr, a
public relations agency specializing in
food and beverages.

SCA SHAPE 2 2015 13

JOHANNA BERGLUND

FOCUS: FOOD

Russian favorite from


Dominika Peczynski:

PICKLED
GHERKIN,
HONEY AND
SMETANA

with love

Russian food has an undeservedly bad reputation and is in actual


fact the worlds best comfort food, according to former singer and
cookbook writer Dominika Peczynski.
Russian food is really the original comfort food,
says Dominika Peczynski. Its food you should
eat when youre depressed, life is terrible and you
crave comfort food.
Peczynski was born in Poland, but her mother
grew up in Russia and Tajikistan. Her love of
Russian cuisine was awakened in her childhood
and has been strengthened over the years through
frequent trips to Russia, as an adult with her dance
music group Army of Lovers, which has appeared
there on a number of occasions. She also wrote a
cookbook, East European
Culinary Secrets.
The first thing I do when
I get to Russia is eat something with sturgeon roe
and smetana, Peczynski
says. The pearls are absolutely huge, much redder
than here, and they taste
fantastic.
Russian cuisine was
originally influenced by a
number of different countries, such as Uzbekistan,
Mongolia and France. At
home Russians mostly
eat hearty home cooking
with meat and potatoes or
buckwheat. Dinner usually begins with a hot soup,
FOLIO

This is a recipe that


may sound crazy but
that everyone usually
finds super-tasty!
1. Take a pickled gherkin and cut it into four
sections lengthwise.
2. Dip each section
in lots of honey and
smetana. Dont cheat
with sour cream or
crme fraiche. Smetana
is an absolute must if
you want to achieve the
right Russian avor and
especially the texture.

FROM RUSSIA

14 SCA SHAPE 2 2015

continues with a main course and concludes with


stewed fruit, which is often steeped in alcohol. In
the past the shortage of fresh vegetables meant
that many people preserved vegetables to ensure
the supply for the rest of the year. Although this is
no longer necessary, preserved vegetables remain
very popular, as do various types of mushrooms
and berries.
At home, new influences from other cuisines
are not so noticeable, says the Russian film producer and former TV presenter Sam Klebanov.
This is largely due to the fact that only a minority
travels abroad and gets inspiration that way. But
theres lots of choice on the restaurant front. The
most common fast food of all in Russia is sushi.
Klebanov started selling low-carbohydrate, highfat (LCHF) products in Russia last autumn.
The background was that Klebanov himself got
hooked on LCHF and realized that the method was
in principle completely unknown in Russia.
Six months ago there were around 30 or 40
Google searches per month for LCHF, he says.
Now there are a couple of thousand.
He considers that LCHF involves a whole new
way of thinking for many Russians, as general
dietary advice has long focused on carbohydrates.
On the whole, diets are a relatively new phenomenon among the general public in Russia.
Twenty years ago hardly anyone dieted in
Russia, Dominika Peczynski says. At that time
the supply of food was much more limited, and you
had to eat what was available.

FIVE TYPICAL
DISHES FROM
RUSSIA

The first thing


I do when I get
to Russia is eat
something with
sturgeon roe
and smetana.

GETTY IMAGES

1. PELMENI Russian
dumplings or ravioli, generally lled with
meat and served with
smetana (a type of sour
cream), a clear soup
or vinegar. Also with a
sweet lling served as a
dessert
2. BLINI buckwheat
pancakes traditionally
served with smetana,
jam and honey
3. BORSCHT beet soup
4.BUCKWHEAT served
as a side dish, like rice
5. PICKLES of various
kinds

Communal tables are increasingly common


THE TREND OF seating strangers at community or communal tables began as a way for restaurateurs to nd room for more guests. For restaurant guests, this has now become an exciting way
of getting to know new people. Here are some restaurants with community tables:

tLondon: Nopi in Soho; 1901 at Andaz


Liverpool Street; Busaba Eathai in Soho
tS tockholm: Clarion Hotel Sign; Oaxen
Krog & Slip
tN ew York: Ma Peche or visit

www.solodining.com/communaltable-list.
html
tParis: Restaurant Chartier in Montmartre;
Candelaria
tB erlin: Kimchi Princess

SCA SHAPE 2 2015 15

HOT AND HEALTHY

in Korea
In Korea food is so important that its
even central when people greet each
other. By far the most common greeting is Hi, have you eaten rice?
SIX TYPICAL
DISHES FROM
KOREA

JOHNR

1. KIMCHI fermented
vegetables
2. BULGOGI spicy marinated beef
3. BIBIMBAP rice with
assorted vegetables,
meat and egg
4. CHAPCHAE sweet
potato noodles served
with vegetables and
sometimes meat
5. KIMBAP like sushi
rolls, but containing
steamed white rice and
vegetables, sometimes
even meat. Often eaten
as picnic food
6. KIMCHI JJIGAE
kimchi stew

When I moved to Korea as an adult I wondered


at first why everyone asked whether I had eaten
rice, says Jennie Walldn, Swedens Masterchef
2013. Then I realized that it was how you greeted
people. Korea has experienced extremely poor
times, yet for anyone who had eaten rice everything was fairly OK.
Walldn originally comes from Korea, and she
now specializes in Korean-influenced food. As a
child, she spent a lot of time with her grandmother
in the Korean countryside, where she watched
people growing rice and cultivating the soil. Her
grandmother made her own soy sauce and kimchi
fermented vegetables that are frequently found
as both a side dish and a main ingredient in a number of Korean dishes.
Fermented food is big in Korea, she says. The
climate is temperate, with warm, humid summers
and very cold winters. So in the past this was a way
of ensuring that there were vegetables during the
winter months. My grandmother used to bury jars
of kimchi in the ground, like a fridge. But these
days, with more and more women working, many
buy ready-made kimchi.
Most Koreans have a cooked meal three times a

day, even for breakfast. Invariably its the women


who do the cooking at home.
I talked to one of the more eminent professors
of technical biology in Korea, Walldn says. She
gets up at 5:30 every morning to cook for her family, for example, rice, meat and soup.
The other meals are often eaten out, as both
school days and workdays are long. Even though
there are now restrictions on working hours, many
Koreans have two jobs. And a school day in Korea
may begin with a private lesson between 7:00 and
8:00 a.m., continue with lessons at school until
5:00 p.m., and be followed by additional private
lessons and homework until midnight.
Many people talk a lot about food, where
and what theyre going to eat for the next meal,
Walldn says. Generally speaking, eating out is
cheap in Korea. Theres a wide price range, but
you can easily eat well for the equivalent of 3 euros
[3.20 US dollars].
Another important aspect in the choice of food
is its health-giving properties. In Korea food is
also regarded as a medicine. Korean women eat
seaweed soup after giving birth to help the body
recover. And, of course, there is a special hangover
soup for anyone who has overindulged the night
before.
The approach to food is much more holistic
than in the West, Walldn says. It should fulfill a
function, be wholesome and tasty. And above all it
should be very hot. According to a Korean saying,
you cant feel satisfied until youve burned your
tongue.

Food has become an important part of the trip


WHILE THE increased global

interest in food is partly due to


increased travel, food is also an
increasingly important part of the trip. A new
survey by the search engine Momondo shows
that most Scandinavians, southern Europeans,
Americans and Russians would rather spend
money on good food than on shopping, nightlife

16 SCA SHAPE 2 2015

or accommodation when traveling. Good food


and good weather are also considered of crucial
importance for feeling satised with your holiday.
Norwegians, Swedes and Germans rate good
food higher than relaxation and pleasant travel
companions.


Source: Momondo survey 2015

MAGNUS SKOGLF

FOCUS: FOOD

JENNIE WALLDN comes


from Gwangju in Korea. She has
won Swedens Masterchef contest
and works as a chef on Channel 4
in Sweden. Jennie has also published
two cookbooks: Flavors in My Heart:
Korea Meets the West and Asian
Flavors: Extremely Tasty and
Easy to Make.

WOOD-FIRED OVEN
ON WHEELS
Its a traditional wood-red
oven in a shipping container
on a truck. The Del Popolo
mobile pizzeria roams the
valleys of San Francisco,
serving up rustic pizza
along the way.

EVERYDAY STREET FOOD


WE DO IT all over the world:
we queue on the pavement
and buy our lunch from a small
truck. The street food trend is growing
steadily, and street food even has its own
events and festivals in the United States
and Britain. Smart food entrepreneurs are
creating their own street food concepts to

strengthen their brands.


The concept is simple. Customized food
trucks stop for a couple of hours at an address and offer freshly made lunch dishes
to people working or living in the neighborhood. And many people love to grab a
Vietnamese sandwich, Indian fast food, an
Italian wood-red pizza or a taco on the go.

Sausage culture ourishing in Chicago


IN CHICAGO hot dogs are much

more than fast food they are


a food culture. The city has
between 2,500 and 3,000 hot
dog stands, and competition for
discriminating customers is erce.
The German immigrants who settled in
the Midwest in the 19th century brought
their sausage culture with them from the
old country. Sausages popularity went

18 SCA SHAPE 2 2015

hand in hand with the citys major sports


interest. Hot dogs are the perfect fast
food for Chicago Cubs baseball games at
Wrigley Field.
Interest in sausage is intense, says local
food historian Bruce Kraig. If I want to
pick a quarrel in Chicago, he says, I just
need to ask, Which is the best hot dog
stand in town?
A genuine Chicago-style hot dog

should snap when you bite into it, as


proof that the sausage has a natural skin.
It consists of an all-beef frankfurter on
a poppy seed bun. Suitable toppings
include tomato, chopped onion, pickled
pepper, pickled gherkin and yellow mustard. The latest sausage trend is gourmet
sausages, and a number of hot dog
restaurants are experimenting with new
ingredients 

Source: Vagabond

FOCUS: FOOD

Keeping restaurants tidy


Fast-food restaurants are an important and growing target group for SCA.
Innovative napkin solutions for restaurants and now even for drive-throughs
enhance the customer experience and improve the bottom line.
FEW PEOPLE may give them a conscious thought,
but the napkins at a fast-food restaurant are important for the overall impression of the place.
For restaurant customers, its important that the
napkins are easily accessible, of good quality and
serve their purpose. But while it should be easy
for customers to take the napkins they need, its
not good if they take too many. The extras could
end up on the floor, making the place look untidy.
Unnecessary overconsumption of napkins also
entails a significant cost for
restaurants.
To solve this problem,
weve long been offering
napkin dispensers that only
allow one napkin to be taken
at a time, says Matthew
Hirst, global arena director for kitchen and dining
at SCA. This means the
restaurant can reduce its
consumption considerably,
compared with traditional napkin dispensers.
Today 50 to 70 percent of fast-food sales are generated by drive-through restaurants, where this system is less suitable. Since the whole order has to be
processed quickly, the server needs to take more
napkins at a time.
Theres generally a standard that says how
many napkins should be used depending on how

many items youve ordered, Hirst says. For example, one for the hamburger, one for the drink
and one for the French fries. That means 12 napkins for four people, which takes time to count out.
If you put out the napkins in advance, theres a risk
that they look used.
SCA has therefore developed a brand new napkin-dispensing system for drive-throughs, which
allows the server to choose, for example, two or
four napkins at a time by pressing a button.
This means we can offer a
solution thats cost-effective,
Tork Xpressnap
makes life easier for the staff
Image Line
and speeds up the process,
Hirst says.
SCA is the global leader
in napkins in the Away from
Home sector with its Tork
brand, and fast food restaurants are an important target
group. In fact, every second
napkin used in fast-food restaurants in the United States is provided by SCA.
Fast-food restaurants have continued to show
strong growth even during the earlier economic
downturn, Hirst says. Now fast casual dining is
also taking off. This is still fast food, but of higher
quality and with higher prices. A good example is
the Chipotle chain, which has been very successful
in the United States.

New sophisticated
design wins prize
Many restaurants invest hundreds of thousands of dollars
in creating an environment
that matches their corporate
image in every detail. But its
important not to forget the
details such as the napkin
dispensers. SCA has developed a top-of-the-range
napkin-dispensing system.
This new table dispenser is
called Tork Xpressnap Image
Line and has already won a
prestigious design award, the
Red Dot Award 2014.
This is a premium product, which has not previously
been available on the market
and satises a major need,
says Matthew Hirst, global
arena director for kitchen and
dining at SCA.
The table dispenser is
available in two different
materials, FSC-certied
walnut and aluminum.

A reminder in the lunch box


Did you know that
dirty bathrooms ruin restaurants
Exquisite food and fantastic decor are all very
well, but if the guest encounters a dirty bathroom there is a major risk that the rst visit is
also the last. One in four guests would even
leave the restaurant immediately.

IN 2013, SCA launched an information campaign in India around


the importance of hand hygiene
at mealtimes. The campaign
was linked to the unique Indian
institution of dabbawallas a
distribution system in Mumbai that
supplies workers in ofces with
lunch boxes. SCA added Tempo
hand sanitizer and a pocket pack

of Tempo hankies to the boxes.


xes.
Mumbais 5,000 dabbawallas
allas
carry an estimated 200,000
hot lunch boxes from suburban homes to downtown ofces each working
day. Eight million people
received information on the
importance of good hand
hygiene last year.

SCA SHAPE 2 2015 19

INTERVIEW

Do it now
Meet Magnus Groth, SCAs new CEO and an outdoor guy,
who reveals his management philosophy and why he should
have checked his watch in the Vasa ski race.
MAGNUS GROTH only had a day or two to consider

the offer to become CEO of SCA. The decision was


not difficult.
SCA is a company with great people and products that make everyday life easier. We have strong
products and an exciting future, both in forestry and
in hygiene products . These are some reasons why I
accepted the job.
Yet he seems to have been perfectly content with
his former position as Munich-based president of
SCA Consumer Goods Europe, for personal as well
as business reasons.
The whole family really loved Munich, especially
the proximity to the Alps, he says. We went hiking and skiing, preferably to Kitzbhel for downhill
skiing and to Seefeld for cross-country skiing. Now
we are back in Sweden, which also offers excellent
outdoor activities.
Going forward, there will be a continued focus on
the well-established strategy based on efficiency, innovation and growth.
SCA has a successful strategy that led us to be a
leading hygiene and forest products company, he
adds. There wont be any major strategic changes,
and we will continue to work hard to achieve our targets. It is important that our strong brands continue
to grow, that we have a strong growth on emerging
20 SCA SHAPE 2 2015

markets and that we are the most cost-efficient company in the business.
Our products are well in line with our times. A
globally growing population with a higher standard
of living and a higher life expectancy will lead to
increased demand for both hygiene and forest products. Hence, SCA has a great potential to continue to
develop and grow, and Im looking forward to leading this journey together with our employees.
I have an industrial background and a big
interest in business. What makes SCA so exciting
is its products and services and the opportunities
that arise from innovation. Innovation can range
from a new packaging format, a new product or
a product upgrade that increases consumers
quality of life, to highlighting a products unique
features, reducing costs or increasing visibility on
the shelf.
DURING HIS FIRST months as CEO, Magnus Groth
has visited several SCA markets, such as Asia and
the United States, inaugurated SCAs new plant in
India and met with many employees, customers,
investors and business partners.
I want to be out in the organization to learn and
meet employees and customers. Im interested
in the operational side and details, ranging from

Its better to make a


decision and act than
to wait and see.

SCA SHAPE 2 2015 21

INTERVIEW

An outdoor guy
Name: Magnus Groth
Age: 51
Family: Wife and three
children.
Career: President and CEO
of SCA; President, SCA
Consumer Goods Europe;
President, SCA Tissue
Europe; Boston Consulting
Group; Vattenfall; CEO of
Studsvik.
Education: Masters degree
in naval architecture from
the KTH Royal Institute of
Technology; MBA from the
Stockholm School of
Economics.
Hobbies and pastimes:
Sports and outdoor
activities including hiking,

Its a bit annoying that I didnt do


it in under seven hours Ishould
have checked my watch in the final
10 kilometers.
consumer requirements to how we should deliver
cost-effectively.
But an interest in details is not the same thing as
wanting to manage in detail, he points out. On the
contrary, he applauds the Swedish tradition of delegating responsibility.
My motto is do it now, he says. By that I mean
we should develop the business every day, and that
its better to make a decision and act than to wait and
see. The solution is out there in the organization. Its
about getting everyone to do their best.
The most important thing is having good and
motivated employees, he says. In an organization of SCAs size it is important that everybody
knows what they should do, their targets and how to
achieve them. It is a prerequisite for getting everybody to do their best with SCA and the customers in
focus.
What distinguishes good employees?
For me, the ability for teamwork, strong integrity
and the courage to say what you think are important
22 SCA SHAPE 2 2015

characteristics of employees, he says. And the


willingness to do your best to achieve your targets.
Thats what Im looking for in new employees.
COMPETITIVE IS ONE adjective youll find if

you search for information on Magnus Groth.


Presumably its an essential quality in a career
that has gone from double degrees from the Royal
Institute of Technology and the Stockholm School
of Economics via Boston Consulting Group,
Vattenfall and Studsvik to SCA. His competitiveness is also evident in his choice of leisure pursuits,
which have included a number of marathons and the
90-kilometer Vasa ski race.
My best time in the Vasa race is seven hours
and two minutes, he says. Its a bit annoying that
I didnt do it in under seven hours I should have
checked my watch in the final 10 kilometers, he
says with a laugh and adds that the race was 10 years
ago. I still have an interest in sports, but right now
my focus is on business.

skiing, sailing and skating.


He has a special interest in
polar research.
Work commute: I cycled or
took the subway in Munich.
Well see how it goes in
Stockholm; the cycling
tempo seems tougher
here.
Reading: The Immortal Life
of Henrietta Lacks by
Rebecca Skloot, the true
story of how a poor tobacco
farmers cancer cells
taken without the familys
knowledge when she died
in 1951 have contributed
to groundbreaking medical
research and several
NobelPrizes.

TECHNOLOGY
Almost all paper mills have a
water treatment facility producing paper sludge waste.

Clea
nw
ater
PAPERMILL

Was
te

wat
er

From sludge
to cash cow
Most waste from the paper industry today still goes
to low-tech solutions. That is about to change.
text LARS STERLIND illustration ALEXANDER RAUSCHER

hanks to new technology, SCA


is on the verge of turning tons
of sludge into something really
valuable and sustainable. Paper
sludge is the biggest sidestream
generated in the paper industry. At
SCAs 36 tissue mills in Europe, a total of
850,000 tons of paper sludge, deinking
sludge and wastewater sludge are generated each year. After dewatering, most
of the sludge is used as fertilizer on agricultural fields or incinerated and used for
bio-energy production. The remaining
ash after incineration is used as a building
component, such as in roads.
But more and more countries are questioning the use of sludge as fertilizer, and
incineration is expensive. Burning the

24 SCA SHAPE 2 2015

sludge demands heavy investments in


dust filters, scrubbers and other equipment for purifying the large amounts of
emissions going out into the air when the
sludge is burned at 850 degrees Celsius
(1,560 degrees Fahrenheit).
WHAT IF THE waste could be handled in a
more sustainable and cost-efficient way?
Where investments in equipment can be
drastically reduced and precious minerals can be recovered? SCA is backing the
pyrolysis project REFILLS, which stands
for Recovery of Energy and Fillers from
Sludge. This is a joint project with the
Spanish pyrolysis technology company
Alucha and the University of Twente in
the Netherlands.

The pyrolysis process is different from


normal incineration. The traditional
method of burning sludge requires premixing with biomass to increase the heating value, but pyrolysis works without
oxygen in a closed reactor. The process
does not require additional biomass, and
since the reactor is closed, there are no air
emissions to be purified. The pyrolysis reactor is heated to about 500 C (930 F), at
which point all the remaining fibers in the
sludge are converted into fuel gas.
The project started a year and a half ago
and is still in early development phase.
It works at lab scale, and now we are
working to scale up the process, says
Tom Berben, director of environmental compliance at SCA. We have built a

VIGNETTE
Minerals
About 50 percent of
deinking sludge consists
of minerals.

MINERALS

BIO CRUDE OIL

WASTE TREATMENT
PLANT

MODULAR ALUCHA
PYROLYSIS SYSTEM

Pap
er s
ludg
ew
aste
What is combustion?

What is pyrolysis?

Fuel

Fuel

Energy

Oxygen

Energy

Oxidation:
More energy

Chemical
transformation

The pyrolysis fuel gases will be reused


in our steam boilers to make heat for the
papermaking process.
Tom Berben, director of environmental compliance at SCA.

reactor that manages 10 kilograms [22


pounds] per hour, and in which we test
SCAs deinking sludge. The next step
would be a mobile installation handling
100 kilograms [220 pounds] per hour that
we can test on several of our sites. A fullsize installation will be able to treat up to
1,500 kilograms [3,300 pounds] per hour
of sludge, and the plan is to begin installing the first unit by June 2016.
The pyrolysis fuel gases will be reused

Oxygen

in our steam boilers to make heat for the


papermaking process, Berben says.
The pyrolysis gas will replace natural
gas. Apart from the energy benefit, we
will avoid a lot of fossil CO2 emissions.
The deinking sludge also contains
inorganic compounds, mainly calcium
carbonate (CaCO3). At the relatively low
temperature of the pyrolysis process, the
CaCO3 does not turn to ash. We aim to
achieve a good quality of CaCO3 so it can

be sold for reuse in many applications such


as the paper industry, Berben says. If we
achieve this, the reuse circle is closed.
If the project succeeds, it could be a
major breakthrough concerning sludge
management, in terms of both cost and
sustainability. Today, SCAs costs for
removing deinking sludge are more than
14 million euros (15 million US dollars)
per year. This cost can be reduced to zero
with the pyrolysis process. The cost for
producing heat can also be substantially
reduced. We would need three or four
units to treat all the sludge on a big
site, but thats still much less than an
incineration installation that costs 20
to 30 million euros [USD 22-33 million],
Berben says.
SCA SHAPE 2 2015 25

WINNERS
TEAM SCA ACADEMY
Issued by Team SCA

Photos with a

WOMANS
TOUCH
Picture ordinary women doing
extraordinary things. With these words
SCA and GettyImages set off on a global
search for female photographers for
anassignmentwith a cause.

NE OF THE WORLDS leading distributors of images,


Getty Images, teamed
up with SCA last year for
a global photographic
competition. Female photographers
around the world presented images
that celebrated inspirational women
from all walks of life, showing their
empowerment both at home and
in the world. Ten winners got the
opportunity to document a stopover
during the Volvo Ocean Race. The
winners worked with Team SCA,
the races all-female crew, at various
stopovers to illustrate local initiatives in the field of corporate social
responsibility, which mostly focused
on women and hygiene.

26 SCA SHAPE 2 2015

One of the purposes of SCAs participation in the Volvo Ocean Race


with an all-female crew, Team SCA,
is to support womens freedom to
participate fully in society and to give
them access to an arena normally
reserved for men. Equally, the photo
competition is a means to promote
female photographers.
The final collection of images
taken during the race will form part
of a Getty Images Gallery showcase
event in London in summer. Here
Shape presents some of the pictures
taken by the winners.
........................................................

See more pictures:


competitions.gettyimages.com/en/
competitions/team-sca-academy

OUTLOOK
Zelda Gardner

Johannesburg, South Africa


JOY DESPITE
Joy despite all the
strugglesathome.

Raquel Clausi

Valencia, Spain

Ellen Wissink

Nijmegen, Netherlands

KYOTO GIRLS
I photographed these two
girls in Kyoto. They like to
dress up as geishas andwant
to be admired for a day.

Alecsandra
Raluca Dragoi
Iasi, Romania

FISHERWOMEN THAT
MAKEHISTORY
Carmen Serrano pushes the
boat forward during a day of
shing on the Albufera lagoon.

THE FEELING OF
BEING HOME
Bread made by the grandmother always reminds me
of home and family. The
grandmother has always
been an important woman
inmyfamily.

Ana Caroline deLima


Santo Andre, Brazil

UP IN THE ANDES
A weaver sells handmade clothes
made of llamas wool from a
small tent at high altitudes on the
Peruvian side oftheAndes.
SCA SHAPE 2 2015 27

WINNERS
TEAM SCA ACADEMY
Issued by Team SCA

Jessica
Pepper-Peterson
Milano, Italy

SPICES FOR SALE


The womens marketplace
in Addis Ababa, Ethiopia,
was created by a nonprot
organization that provides
business skills training and
seed money for women
to participate in the local
economy.

Sara Strandlund

Stockholm, Sweden

Teo Jioshvili
Tbilisi, Georgia

28 SCA SHAPE 2 2015

PAKISTANI WOMEN
Government workers in
Lahore, Pakistan, protest
working conditions.

IRON LADIES
What sports is really about:
happiness, fellowship and
physical challenges
regardless of age.
MAC Synchros
90 and over team.

Barbara Fuentes

Seattle, United States

LA VIEJA
Part of my series DelBarrio,
aphoto documentary depictinglife in Cuba.

Holly Powers

Zhouzhuang,China

A shop owner in a Chinese


oating village. Shelives a
hard life with grace andboldness of color.

SCA SHAPE 2 2015 29

MARKET

Health information

science improved
elderly care
A new way of tailoring continence care to individual needs
was tested at an elderly care home in Sweden. The result
is a more dignied life for seniors and more time for the
staff to do an even better job.
text KARIN STRAND photo SCA AND NORRLANDICUS

TENA IDENTIFI
...uses sensor technology to
enable staff at an eldercare home to
track how much and at what specic
times an individual pees over a 72-hour
period. The data is transmitted to a web
portal where it is presented in a comprehensible
manner. The data is used to develop an individualized plan for incontinence care, such
as when the person needs assistance to
use the bathroom and the timing of pad
changes, as well as nding the right
incontinence product.

30 SCA SHAPE 2 2015

AT VIKTORIAGRDEN in Kramfors, Sweden, car-

egivers try to meet the individual needs of the 40


people receiving care. This also applies to the use
of incontinence products.
But weighing the used pads is a blunt method for
determining the right size. And above all it tells
you nothing about the time of day or night when
the individual needs to use the bathroom. So when
Viktoriagrden was given an opportunity to take
part in a trial of SCAs TENA Identifi, the staff got it
immediately.
The solution is based on a sensor inside the
incontinence protection product that records the
amount of urine an individual produces, and at
what times. The information, collected over three
days, provides a basis for an individualized plan
for incontinence care including at what times assisted visits to the toilet are needed.
Theres considerable potential for improvement and above all individualizing incontinence
care in Sweden, says Isabella Scandurra, a researcher in health information science at the R&D
project Norrlandicus in Sweden, which conducted
the trials.
Health information science is the study of how
IT in health care and social care can improve the

Ing-Marie Bjrn using the web tool,


inserting deviations and times
for toileting.

RESEARCHERS ON
ELDERLY CARE
NORRLANDICUS is an R&D project that examines the value of various innovations in elderly
care. Within the framework of various test
environments, public and private operators are
given an opportunity to evaluate new products,
services and practices to see whether they
provide added value in the health care and social
care process, and whether they benet the end
users well-being and dignity. All the parties
concerned the elders, their relatives and health
care and social care professionals take part in
the evaluation of the innovation.

Ulrika Lagnefors, SCA (in the middle) with Rolf Dalin and Isabella Scandurra, researchers
from Norrlandicus outside the elderly care home Viktoriagrden.

conditions for users and staff, and TENA Identifi


was ideal for testing in one of Norrlandicus test
environments. The decision on who would take
part in the trials went to Kramfors municipality
and Viktoriagrden.
The staff had no problem implementing IT into
the care they provide at the home.
Its a super tool easy to learn and simple to
use, says care assistant Ing-Marie Bjrn. When
changing a incontinence product you just move the
tracker. You cant compare it with weighing pads.
Five of the residents took part in the project, and
after 72 hours the staff could see clearly how they
should change the times of the assisted bathroom
visits and which incontinence product was suitable
for each person at particular times.
What was most striking of all was that we
could see the voiding patterns of the various individuals, says Inger Abrahamsson, a nurse at
Viktoriagrden. We can now individualize each
persons bathroom assistance. In addition, those
taking part in the trial were able to go down a size

What was most striking of all


was that we could see the
voiding patterns of the various
individuals.
Inger Abrahamsson, nurse at Viktoriagrden

in incontinence protection something thats both


more comfortable for the individual and more
economical for the operations.
Isabella Scandurra emphasizes that it makes a
great difference to an individuals well-being and
dignity that assisted bathroom visits are routine
and incontinence protection more of a safety
measure. Abrahamsson agrees.
We all thought it was fantastic to be able to individualize incontinence care. Wed like to do the
same for all the residents at Viktoriagrden.
SCA SHAPE 2 2015 31

MARKET
In the 19th century, Swedens forests were treated like a
mine, overexploited and threatened with destruction. Now
Sweden has more forestland than it has had in decades.
text SUSANNA LINDGREN photo LENNART NILSSON

From
deforestation...

EARLY 70 PERCENT of
Sweden is covered by forest.
In the north, the coniferous
forest is dominated by Scotch
pine and Norway spruce,
with a minor component of
birches and other deciduous
trees. The industrial use of the
forest is a relatively modern

phenomenon.
The turning point for the forests in the north
of Sweden came in the 1850s, says Lars stlund,
a professor of forest history
at the Swedish University of
Agricultural Sciences. Until
then, the forests had been
used in a localized way around
settlements and villages. Only
small amounts of resources were
extracted from large areas.

different level from natural deforestation,


stlund says. The forest was used like a mine.
Everything that could be sold was taken, and nothing was replaced.
Early in the 20th century came a growing awareness that using the forest this way was unsustainable. Research gave birth to modern forestry.
Sweden got its first forestry legislation in 1903,
and in 1909 the first Swedish national parks were
established.
The big difference with forestry then and
now is that sustainability then was mainly about
reforestation, with a focus
on the wood, stlund says.
Today, sustainability includes
the whole biology of the forest.
Since the 1990s, awareness
of the importance of protecting biological diversity has
changed forest management
further. Certifications like that
of the FSC [Forest Stewardship
Council] have been an important tool to further
protect our forests for future generations.
Swedens total standing stock of timber has
increased sharply since the early 20th century,
when exploitation was in full swing. In the mid1920s, standing timber volume totaled 1.7 billion
cubic meters. In 2013 the figure stood at more
than 3.3 billion cubic meters, a healthy increase
of 95 percent.

The turning point


for the forests
in the north of
Sweden came in
the 1850s.

THE CHANGES came with the

Industrial Revolution and the growing demand


for various forest products. Wood tar produced
in kilns was extremely important for shipbuilding. Just as important was pot ash made from
deciduous trees and used for glass production and
fabric dyeing. This was followed by large-scale
logging of the natural forests to supply the growing
sawmill industry. Large Scotch pines that had
taken 300 or 400 years to grow were cut far from
settlements and floated down the coast to be sold.
The second half of the 19th century was a golden
age for forest owners. Sweden became the worlds
largest exporter of pulpwood products.
The exploitation moved on to a completely
32 SCA SHAPE 2 2015

Read about how forests involve thinking at least


one century ahead.

VIGNETTE

100
years is considered a
good turnaround time
for a forest. A tree will
continue to grow after a
hundred years but at a
slower rate.

25%
of Swedens forest
land is protected and
excluded from forestry.

2.5
Sweden is one of the
worlds most heavily
forested countries in
terms of the ratio of
the area of forest and
population. There are
about 2.5 hectares of
forest per person
approximately four
football elds.

During the 1950s


Lennart Nilsson made a
photo reportage journey
in northern Sweden
where timber - the green
gold and the sawmills
were considered the
future.

SCA SHAPE 2 2015 33

SCAS TOTAL
STANDING STOCK
OF TIMBER
*milion m3 forest
275*

210*

130*

Nature
conservation
Contorta
Deciduous trees
Spruce
Pine
56
20
15
20
47
19

34 SCA SHAPE 2 2015

At a time when companies live or die by their quarterly reports, a 100-year corporate
perspective is unique in the business world. But for Europes largest private owner of
forestland, foresight stretches far beyond a human working life.

...to reforestation

NE HUNDRED years. Thats

GETTY IMAGES

how long it takes for a


Scandinavian pine tree to
grow big enough to be used
in building a traditional
Swedish wooden house.
Managing forests involves thinking at least one
century ahead. The forest
planted today will be harvested in maybe 100
years and its value to biological diversity extends
over centuries.
A tree will continue to grow after a hundred
years but at a slower rate, meaning slower revenue
growth. Therefore 100 years is considered a good
turnaround time for a forest, according to Ola
Krn, chief forester at SCA. To make sure the 2.6
million hectares of land owned by SCA remain
productive for generations to come, having a longterm harvesting plan is just as important as planting new trees.
Making a harvesting plan is like bookkeeping, Krn says. It helps us economize with what
we can harvest now and take stock of what we can
use in a few years time. SCA conducts regular
inventories of its forests to gather information
on how they should be managed in the short and
long term. Among other aspects, the sustainable
harvesting level is determined, which means how
much forest can be harvested in the next few years
without having to reduce harvesting sometime in
the future.
All logging has to be adjusted to the age of the
forests. And just like the human population, forests may have baby booms. For SCA, the present
baby boomers are between zero and 40 years old.
These forests are growing at their best right
now, but we wont be able to harvest them for many
years,Krn says.

The first calculation was done in 1949. Since


then, the standing volume the volume of living,
growing trees has increased by 50 percent
In the same time frame, the growth and the
sustainable harvesting potential have more than
doubled, Krn says.
In 2014, a new long-term harvesting calculation
was performed that confirms that SCA will be able
to maintain its current harvesting level for the next
15 to 20 years, after which it will be able to increase
harvesting.
FORESTRY THE SCA way is also about preserving.

Even if setting the forest aside is costly, some parts


of the forestland will never be harvested. To contribute to biodiversity and to comply with Forest
Stewardship Council (FSC) certification, SCA
allocates 7 percent of its land as set-aside forest, or
about 120,000 hectares, in ecological landscape
plans forest that is not to be harvested.
Through our ecological landscape planning we
get an overall view of where we need to set aside
forests, to create deciduous areas or use controlled
burning to mimic natural processes as closely as
possible.
Including the buffer zones and FSC requirements, SCA set aside 14 percent of its planned
harvest in 2014 for nature conservation.
In addition, the company has created three diversity parks so far. These areas measure several
thousand hectares in size, and at least half of the
area is entirely excluded or managed in a manner
that benefits nature or cultural values. The initial
aim is to create one diversity park in each of SCAs
five forest management districts.
The diversity parks as well as the rest of the
forestland are open to the public. Anyone can go
for walks and pick berries or mushrooms. Licensed
hunting and fishing is also allowed.

Making a
harvesting
plan is
like bookkeeping.
Ola Krn,
chief forester at SCA

SCA SHAPE 2 2015 35

SCA IN THE VOLVO OCEAN RACE

Happy SCA ambassadors in


South Africa.
Standing from left to right:
Jamie Wright, United
Kingdom; Liezl Eriksson,
Sweden; Allardt Stoffels,
the Netherlands; Eva
Franzn, Sweden; and
Eveline Boisvert, Canada.
Front row: Eva Dahl,
Sweden and Jeroen
Roosens, Belgium.

Ambassador

a long way from home

EVA DAHL
Age: 45
Title: Receptionist at
SCA in Gothenburg
Lives: Gothenburg,
Sweden
Family: Married, two
children (aged 12 and
16), and two DanishSwedish Farmdogs.
Interests: Nature,
family, country house in
Dalsland, walks in the
forest with the dogs
Destination: South
Africa
What you did not know
about Eva: Im good at
felling trees with both an
ax and a power saw.
Motto: Everything
works out ne!
36 SCA SHAPE 2 2015

As SCAs receptionist in Gothenburg, Eva Dahl is vice president of rst


impressions, as she puts it. When the Volvo Ocean Race reached South
Africa, Eva was one of the chosen hosts in SCAs guest pavilion, where
the guests came looking doubtful and left with light in their eyes.
text ANNE HAMMARSKJLD photo EVA DAHL and SCA

GENUINE ENGAGEMENT calls for a warm heart,

and Eva Dahl has one. She has worked for nearly
26 years as a receptionist at SCA in Gothenburg,
where she is the first impression for all visitors,
from workmen to colleagues from all over the
world and now and then the CEO.
Im proud of SCA for our feeling for the products and how they help people, she says. Were
working with important, stigmatized issues such
as menstruation and incontinence, and can improve life for others.

Eva Dahl was in South Africa in October as an ambassador for SCA. Like all other SCA employees she
had the opportunity to apply for a host job during the
stopovers in the Volvo Ocean Race. Together with
five colleagues from different countries and business units, Eva worked as a host in the companys
guest pavilion during the stopover in Cape Town.
They were three and a half very intensive weeks,
but Eva enjoyed every minute.
Those of us working in the pavilion soon
became very close-knit and had great fun. It was

VINJETT

good that we came from different countries and


business areas. Our knowledge complemented
each others, and visitors could be given a guided
tour in their own language.
The total of around 30,000 visitors to the pavilion learned all about SCA, the companys history
and its products.
It was an eye-opener for many. We met lots of
fantastic people and could send them away with
both information and products. It felt good and important to be able to give diapers to a young family
and pads to a teenage girl.
EVA HAD MANY strong impressions of South

Africa that inspired her to phone her husband and


suggest a return trip.
I said that we should cancel all our other travel
plans. We just had to come here together. I also got
to know many locals when working in the pavilion
and would like to meet them again.
Eva sums up her time in South Africa as a oncein-a-lifetime experience especially the chance

We met lots of fantastic people


and could send them away with
both information and products.

to follow the Volvo Ocean Race at close quarters.


We really felt that we were all Team SCA. It was
also nice to meet the crew. What fantastic girls,
down-to-earth and goal-oriented at the same time.
Its very evident on the spot what huge attention
the race attracts and how the boat, the branded
sails and our female team is linked to SCA and our
environmental thinking. It works.
The Volvo Ocean Race reaches Gothenburg at
the end of June, and Eva intends to be there.
Even if I have to take a holiday to blow up balloons, Ill be there. No way will I miss this.
SCA SHAPE 2 2015 37

SCA INSIDE

News from SCA

Stefan Lfven and Ulf Sderstrm.

Prime Minister
Lfven meets
SCA in Beijing
SWEDENS Prime Minister Stefan

ISTOCKPHOTO

TENA products go high fashion


FASHION DESIGN STUDENTS in the United
States were encouraged to create garments from TENA products. The elegant
creations were featured at the SCA pavilion during the Volvo Ocean Race stopover
in Newport, Rhode Island.
SCA has partnered with the prestigiousDrexel University School of Design,
where a fashion design class was given a
challenge to assemble a garment from the
materials that make TENA incontinence
products.
The challenge was to work with the
unconventional materials that make up
TENA products and nothing else, not even
a needle and thread.

38 SCA SHAPE 2 2015

We could tell the students were embarrassed and uncomfortable at rst when
we talked about incontinence, says Eric
Cohen, absorbent product manager, who
worked with the project. But they came
around and really embraced
our TENA brand and the
freedom it provides.
Its been a great
way to break
taboos and give
us something
really interesting to talk
about to the
general public.

Lfven made a two-day visit to


China in March, and representatives of Swedish businesses
operating in China were invited to
meet him at Swedens embassy
in Beijing. SCA was represented
by Ulf Sderstrm, President SCA
Asia Pacic.
It was an honor to represent
SCA and the Swedish business
community in China at the meeting, and it was also a valuable
opportunity to introduce SCA
as a leading global hygiene and
forest products company with
sustainable operations worldwide
including China to Swedens
Prime Minister, said Sderstrm.
Stefan Lfvens visit to China
was on the occasion of the
celebration of 65 years since
Sweden became the rst
Western country to establish
diplomatic relations with the
Peoples Republic of China.

VIGNETTE

Mexican women
in Bikeathon

TENA Lady in its first


global campaign

NOTHING can hold you back

AT THE BEGINNING of this year, TENA Lets

from an active life. Thats the


message the SCA femininecare brand Saba sends out
through different activities,

The Saba brand has


reached more than
60,000 women in
Mexico City in fteen
weekends of sporting and recreational
activities.

including the recent Saba


Bikeathon in Mexico City. More
than 500 women pedaled along
Paseo de la Reforma, one of
the citys major thoroughfares.

You Be You, a global TENA Lady campaign,


was launched in the United States and Europe.
This is the rst time a TENA Lady campaign
will have the same look and feel in the different regions. The campaign will roll out globally
during 2015.

New members of the


Management Team
VOLKER ZLLER has been appointed as
President of SCAs Consumer Goods Europe
Business Unit. Ulrika Kolsrud has been
appointed as President of Global Hygiene
Supply Personal Care, and Donato Giorgio as
President of Global Hygiene Supply Tissue. All
three executives assumed their roles on March
3, 2015, and are members of SCAs Executive
Management Team.
At the Annual General Meeting on April
15, 2015, board members Pr Boman, Rolf
Brjesson, Leif Johansson, Bert Nordberg,
Anders Nyrn, Louise Julian Svanberg, and
Barbara M. Thoralfsson were re-elected.
Annemarie Gardshol and Magnus Groth were
elected as new board members. Pr Boman
was elected as Chairman of the Board.
Since the AGM, Anders Nyrn and Rolf
Brjesson have left their assignments as
members of the SCA Board of Directors.

Volker Zller

Ulrika Kolsrud

Donato Giorgio

SCA SHAPE 2 2015 39

Bzzzz,
the baby is kicking!
IS YOUR BABY KICKING inside you? A new

ISTOCKPHOTO

bracelet allows an expectant mother to send a


vibration signal to a bracelet worn by her partner. The idea is to help the partner to become
more involved in the pregnancy. Liberos duo
bracelet invention is called Baby Buzz, and
the rst prototypes will be tested with parents
during the year. The launch of the commercial
product is scheduled for the end of 2015.

Hand hygiene program in China


A HAND HYGIENE program in
Shenzhen, China, involving 18 kindergartens and 2,200 households is
the rst quantitative research project
in China to link early hand hygiene
intervention with disease prevention.
SCA and Vinda will provide Tork and
Vinda products to the six-month-long
program.
The number of children in China
aficted by hand, foot and mouth

disease (HFMD) rises during May


to September. The newly initiated
research program aims to show how
good hand hygiene at school and
at home can prevent diseases like
HFMD.
SCA will supply Tork dispensers,
soap and hand towels to the kindergartens and will support the training
of kindergarten teachers. Vinda will
distribute its antibacterial wet wipes.

A new plant for India


SCA HAS INAUGURATED its rst manufacturing

facility for personal care and tissue products in


India.The plant, located in Pune in the central
Indian state of Maharashtra, produces baby
diapers and tissue for the Indian market. Baby
diapers are sold under the Libero brand and
tissue under the global leading Tork brand.
SCA has been active in the Indian market since
late 2013.

France

Germany

France

Germany

UK

France

Finland

Russia

Toilet paper brands


get global pack design
SCAS TOILET PAPER brands are getting a global pack

design. Its the rst step to transforming the consumer toilet


paper business into one global consumer brand.
40 SCA SHAPE 2 2015

The look and


feel of each
product has been
customized.

SCA INSIDE

Soap dispenser
for easy use

Aid on
wheels

W W W. T H E B I K E R A M B L E . C O M

ON MARCH 8 FREDRIKA EK, a


former employee of SCA-owned
Bogrundet Plant Nursery, began
an around-the-world trip by bicycle. Fredrika plans to cycle 40,000
kilometers in 1,000 days. Along
the way she is collecting money
for ActionAid, an international aid
organization working for a world
free from poverty, with a focus on
women and girls.
At rst I thought it was a trip
for my own sake, but I discovered
there was a great interest among

the public, she says. Then


came the idea to collect money
at the same time. The goal is 100
Swedish kronor [approx EUR 10]
per 10 kilometers, but the hope is
of course for more. To do this for a
good cause will be an incentive to
continue to ride even on the days it
feels tough.
Follow her route on her website
where youll also nd more information on how you can contribute
to the collection for ActionAid.
SCA is one of Fredrikas sponsors.

DISPENSING SOAP might seem to be a


simple task. But for people with reduced
hand strength, such as young children,
senior citizens or people with an injury,
getting the soap out of a dispenser can be
hard. Therefore, SCA and Tork are launching a new range of skincare dispensers
that are extremely easy to use. It is the
rst dispenser range on the market to be
certied easy to use by a third-party
organization, the Swedish Rheumatism
Association.
Tork was in contact with the group in
2011 when it was developing a new, easyto-usefoam soap solution. Now the entire
Tork Elevation range of skincare dispensers has earned the certication.

Follow Fredrikas journey on


X

www.thebikeramble.com

So easy a child can do it.

SCA SHAPE 2 2015 41

SCA IN THE VOLVO OCEAN RACE

From
spectator to
adventurer
At short notice Swedens Anna-Lena Elled got a chance to realize a dream
of working as an onboard reporter on the Team SCA boat in the Volvo Ocean
Race (VOR). Shape got an interview from a rough Antarctic Ocean, two days
before the rounding of the legendary Cape Horn.
text ANNA GULLERS photo AINHOA SANCHEZ/VOR

As a journalist, you usually sit on dry land and


comment on the VOR. Is it possible to convey to
the outside world what it is like on board?
Its difficult to convey how strong your emotions are out here: joy, fatigue, and sometimes
when its at its most extreme even fear. Its
incredibly beautiful everything is extremes.
The experiences are extreme, whether its about
action or a beautiful sunset. Life is so intense,
day and night go so incredibly quickly, so much
happens in 24 hours.
You trained with the crew, but what has
been impossible to anticipate?
Its difficult to train for life on board unless
youre on board. And being part of the crew it
takes time to get to know the team properly and for
them to get to know you. Theres a big difference
between my first leg and this one.
What is the biggest challenge for an
onboard reporter?
To keep the equipment in good condition. The
environment is extreme and not compatible with
42 SCA SHAPE 2 2015

electronics and camera equipment. Its cold, hot,


humid and lots of saltwater everywhere. I spend a
lot of time keeping the equipment in as good shape
as possible.
Do you have the same sleeping rhythm as
the others who work in four-hour shifts, or do
you have your own sleep cycle?
No, we dont really have the same sleeping
rhythm. I can do my job, take photos and film
in the daytime when its light and sleep for a
few hours at night when its dark. I try to help as
much as I can with the cooking and cleaning. We
live on European time, wherever we are in the
world.
You suffered from seasickness, how did
you deal with it?
If you get seasick you have to eat and drink
even though its the last thing you feel like
doing. If you lose a lot of energy and fluid it is
more difficult to recover and the last thing you
want is to become a burden on the team instead
of a resource.

A sailing
engineer
Anna-Lena Elled,
39, founded and
runs the sailing
publication Search
Magazine. She has a
masters degree in
electrical power and
thermal engineering
and a PhD in energy
and environmental
science.