Selling the Paper Story – A Strategic Initiative for the Paper Industry

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Selling the Paper Story A Strategic Initiative for the Paper Industry. Paolo Gianadda, Henry Coppens, Liezl Krummeck & Silvana Dimitrov. Presented at the TAPPSA National Conference, Durban, South Africa, 19-20 October 2010. What is influencing opinion?. The internet - PowerPoint PPT Presentation

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  • Selling the Paper Story A Strategic Initiative for the Paper IndustryPaolo Gianadda, Henry Coppens, Liezl Krummeck & Silvana DimitrovPresented at the TAPPSA National Conference, Durban, South Africa, 19-20 October 2010

  • What is influencing opinion?The internet

    Paper vs. Plastic: 14,000,000 hits

    Observations (Top 10 listed sites):No paper companies/bodiesNorth American perspectiveStrong emotive language around perceived negative impacts of the industry

    **

  • What exactly is being said?#1 site: http://www.angelfire.com/wi/PaperVsPlastic says of the paper industry:a tremendous scar in the forest.numerous accidents plague the less-than-wealthy loggers.**

  • What exactly is being said?#1 site: http://www.angelfire.com/wi/PaperVsPlastic says of the oil industry:An oil drilling/pumping rig is roughly the size of a house.

    AND

    Literally, you could mine oil in your backyard.

    **

  • What exactly is being said?#1 site: http://www.angelfire.com/wi/PaperVsPlastic says of Plastic bags:Plastic: A by-product of oil refining. Only 4% of the total worlds oil used for its production.Apart from fuel burning heavy machinery, used in the acquisition of the oil, the entire plastic bag making process uses only electricity, which is mostly nuclear.

    **

  • What else is being said?Common messages:Landfill spacePlastic: Recyclable & reusable Resource consumption for paper: Water 50% moreEnergy 70% more emissionsPaper use = trees cut down

    Who is writing this stuff? Where do these stats come from?

    **

  • They even admit

    Blog.greenfeet.com: Is it a complete, scientific assessment? No. However, its a good start, filled with facts and one that I hope gets you thinking the next time youre confronted with the choice (paper or plastic).

    ...yet, this is what is influencing opinion**

  • How should the paper industry respond?Arguments against paper are: Generalised and speculativeScientific?Different operating environment?With some truthsValidity?

    How should the industry respond?Dont speculateFocus on the SA industry Be transparent**

  • Three Key Areas for Promotion**

  • Biosequestration in Plantation ForestsBiosequestration capture & storage of CO2 by biological processes

    Neutral carbon balance

    Plantation forestry a carbon repositoryAbove ground stockRoot and soil carbon

    Under-promoted aspect of the SA industry? Time to start accounting for carbon stocks?

    **AtmosphericCO2C inwoodC in productCO2released inpapermakingCO2/CH4 releasedin productdegradation

  • Carbon Sequestration vs. Carbon FootprintCarbon sequestration like a bank account:Capital above ground carbonInterest root & soil carbon

    Only changes in carbon stocks count to carbon footprint

    Green House Gas reporting mandatory in 2012. Carbon taxation mooted for 2012/2013 - offset potential?

    *

  • Carbon Impact of Pulp & PapermakingComplaints about energy intensity ignore:Renewable energy useCogeneration*

  • Energy Use - Kraft ProcessWoodHandlingCookingPulpWashingBleachingPaperMachines

  • Energy Use - Kraft ProcessWoodHandlingCookingPulpWashingBleachingPaperMachinesEvaporationRecoveryBoilerGreen LiquorClarificationCausticisingLimeReburningBlackLiquorChemicalRecoveryWhiteLiquorHigh PressureSteam

  • Energy Use - Kraft ProcessWoodHandlingCookingPulpWashingBleachingPaperMachinesEvaporationRecoveryBoilerGreen LiquorClarificationCausticisingLimeReburningBlackLiquorChemicalRecoveryWhiteLiquorHigh PressureSteam

  • Cogeneration & Condensing Power GenerationElectricity generated by passing high pressure steam through turbine. Steam expands, causing blades of turbine to spin. Power is generated & steam pressure reduced.

    Cycle in Power Generation Plant:Add energy to convert water to high pressure steamProduce electricity from high pressure steam & reduce steam pressure until no more electricity can be generatedConvert low pressure steam back to water by removing energy from vapour

    **

  • Cogeneration & Condensing Power GenerationDifference: Fate of the energy associated with the low pressure vapour. Cogeneration energy is used. Conventional power generation energy sent to cooling tower. **Mainly cogeneration0.43 t CO2-e/MWh (ex coal) vs. 1.03 t CO2-e/MWh~0 kl water/MWh vs. 1.34 kl water/MWh

  • Still a Positive Carbon Footprint

    Kraft packaging paper: ~3 t CO2/t paper

    Recycled paper: ~1 t CO2/t paper

    How does plastic compare?

    **

  • Some estimates around plasticPlastic bags made from polyethylene (PET)

    1.75 - 2 t petroleum per ton of PET

    0.75 t petroleum for energy per ton of PET

    2.1 2.4 t fossil CO2 produced per ton of PET

    3.1 t CO2 released on decomposition per ton of PET

    **

  • Paper vs. Plastic**

  • Forward Looking Statements on Carbon

    How is the paper industry planning to reduce its carbon footprint?

    ... Through efforts to increase renewable energy use

    **

  • Forward Looking Statements on Carbon

    How is the paper industry planning to reduce its carbon footprint?

    ... Through efforts to improve cogeneration

    **

  • Forward Looking Statements on Carbon

    How is the paper industry planning to reduce its carbon footprint?

    ... Through efforts to improve energy efficiency in the manufacturing processes

    **

  • Forward Looking Statements on Carbon

    How is the paper industry planning to reduce its carbon footprint?

    ... Through efforts to increase the amount of paper recycling

    **

  • Forward Looking Statements on Carbon

    How is the paper industry planning to reduce its carbon footprint?

    ... Through the promotion of the concept of Reduce, Reuse and Recycle.

    **

  • Seven Facts about the Paper IndustryFact 1: Paper is a renewable resource

    **

  • Seven Facts about the Paper IndustryFact 2: Paper is biodegradable**

  • Seven Facts about the Paper IndustryFact 3: Plantation forests are natural sinks for carbon dioxide**

  • Seven Facts about the Paper IndustryFact 4: Paper is easily recycled recycled paper has a reduced carbon impact**

  • Seven Facts about the Paper IndustryFact 5: Significant quantities of renewable energy are used to produce pulp and paper**

  • Seven Facts about the Paper IndustryFact 6: Cogeneration a greener power generation option**

  • Seven Facts about the Paper IndustryFact 7: Reduce, Reuse, Recycle the best way to reduce carbon impact**

  • Looking aheadJust a start to the Paper vs. Plastic debateNot all issues addressedProduct research agenda set by the gapsIssues around utility to be addressed:How many grams to produce an equivalent strength bag?How many times can a bag be reused?

    **

  • Parting Shot

    The paper industry has a compelling story to tell - is it not time to be more proactive as an industry in telling this story?**

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