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Industry

Sustainable firm launches DWP brand

In a move to strengthen its position in the dissolving wood pulp (DWP) market, Sappi has launched the Sappi Verve brand.

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The company’s dissolvable wood pulp products are used to produce viscose fibre and pharmaceutical products

The majority of dissolving wood pulp is used in the viscose industry, where pulp is converted through the value chain to yarn and eventually into textiles. DWP cellulosic fibre is also used for household, industrial and pharmaceutical applications.

DWP sold by the South Africa-based firm was previously unbranded, and the firm hopes that the new branding reflects the benefits of the product. As customer preference increases for products that are made from renewable, sustainably sourced and processed wood fibre, the demand for DWP is increasing. Sappi produces close to 1.4m tons of dissolvable wood pulp per annum, giving the firm a 16 percent share in the market.

Steve Binnie, Sappi CEO said: “Our products and service offering within the dissolving pulp market are highly valued and we remain an industry leader in this space. Verve gives recognition to this enviable reputation and the value we offer this market. Brands, including industrial business-to-business brands carry tremendous value, not just to customers but to the whole value chain.

Consumers are becoming more active in making the right choices to contribute toward a tomorrow that is better than today. Sustainability is becoming increasingly important within a brand promise

“Sappi Verve represents our commitment to the entire value chain from brand owners through to the cellulosic fibre producers; our commitment to producing a natural fibre sourced from sustainably managed forests. As a responsible corporate citizen, it is a commitment to our ethos of sustainability within the context of people, planet and prosperity.”

Bernhard Riegler, vice president of marketing for Sappi’s dissolving wood pulp, explains: “At Sappi we have always known there is something special to our dissolving wood pulp products. We have consistent, outstanding quality products, supported by dedicated customer service, all underpinned by a strong sustainability story.

“As a fibre produced from natural and renewable resources, Verve provides the value chain with a sustainable choice not only within the broader textile sphere which includes cotton and polyester, but as a preferred sustainable choice within the dissolving wood pulp market.”

Riegler continues: “Consumers are becoming more active in making the right choices to contribute toward a tomorrow that is better than today. Sustainability is becoming increasingly important within a brand promise. Sustainability that uplifts people, builds communities, generates economic value and secures the environment. Sappi Verve represents enthusiasm, life, vigour and energy. Sappi Verve is the sustainable choice and our way of making tomorrow better than today.”

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