9 “As marketing manager it is particularly important for me to work with suppliers who feel like part of a team that is driving my brand towards growth – that we all have a passion for the product, the category and what we have created together. It’s also important that we dare to challenge each other and have an open dialogue,” says Ladi Moradi, Brand Marketing Manager SCD at Metsä Tissue. 10 successful years with Trioplast The company has collaborated for 10 years with Trioplast, which meets de- mands for rapid printing switches as well as contributing thoughts and ideas about how products and brands can be devel- oped in the long term. “We wanted to have a long-term partner with a high level of knowledge about the FMCG market and good quality products for our broad product portfolio. Trioplast is a strong partner and we collaborate well with good communication in all parts of the company – from purchasing to product development and marketing,” says Ladi. It was Trioplast that presented the idea of green PE and perforations till Metsä Tis- sue. The Triogreen concept, in which Trio- plast takes responsibility for communica- tions with consumers about plastic, gave Metsä Tissue the opportunity for good co-branding at the start of the partnership. Serla is a strong green brand Serla’s brand has been strongly associat- ed since the 1960s with consideration for the environment, added value for custom- ers and providing a helping hand in every- day life. That is why it is no surprise that Serla has become a leading choice for the environmentally conscious. “We have listened and further improved the quality of our products while gaining greater ownership in the category. We are proud to present Serla Miljöval: a range of high-quality, eco-friendly products in which the toilet paper is even softer and the kitchen roll is even stronger,” says Ladi. Serla wants to make it simple to make a smart choice for the environment in everyday life – without having to com promise on quality. Spearheaded green PE Serla has always considered that every small green step is important for making a difference on the way to a sustainable future. Regarding plastic packaging, they looked at an early stage for alternatives to standard oil-based plastic for Serla. Ladi tells the story: “We were perhaps a little too early, as sole pioneers there’s a need to take on all communications with the end customer, and it was demanding. Companies such as Coca Cola followed after us, using green PE in caps. Now, the material is also used as inner liner in almost all Nordic milk car- tons and several other products.” “The reason we chose green PE was, and still is, that it’s a renewable raw material from reliable sources. It’s a plas- tic that is recycled as plastic after use and that maintains good running qualities in production,” she says. One of the reasons Metsä Tissue did not choose a degradable biofilm was that it is only degradable in industrial compost, an aspect that can be misleading for the consumer. “There is a risk that many people think it breaks down in nature and throw it away there or that they sort the waste as plas- tic, which is not good as the degradable substances destroy plastic recycling. We want to support recycling in the same way as with fibre, and with green PE it works very well,” says Ladi. Spreading knowledge on sustainability Metsä Tissue wants to help consumers make the smart choice in their everyday life through guidance and a few tips and tricks. “In parallel with good eco-products, we are involved in helping consumers take the right small steps in everyday life. We do this by taking sustainability down to a level that’s much easier to understand and also by working on communication to educate and provide tips on how you can simply achieve a more sustainable everyday life,” concludes Ladi. 9 METSÄ TISSUE METSÄ TISSUE is an environmentally engaged producer of toilet paper, kitchen roll, baking paper and cooking paper – products that are to contribute to people’s wellbeing in their daily lives. This means that all manufacturing is carried out in a responsible way with a striving to mini- mize environmental impact throughout the product’s life cycle – from purchasing of raw materials to production, consump- tion and use. Achieving this requires close cooperation with suppliers, business partners, customer and consumers.