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At present, around 40% of all fibers used in our tissue products globally come from recycled paper. We are committed to setting ambitious targets for ourselves in order to develop products and services for a circular society.
We believe that sustainable tissue production goes hand-in-hand with circularity and that the future of our industry will necessitate the adoption of this new mindset. This calls for creative thinking, new business models and smart partnerships. In the long term, we want to be part of a new system where less goes to waste.
Our approach to sustainable tissue production is part of our broader commitment to Sustainable Development Goals 12 (Responsible Consumption and Production) and 15 (Life on the Land). As we enter the roll-out phase of our wheat straw fiber innovation, this will also strengthen our progress on Goal 13 (Climate Action), as the energy saved by using this resource will contribute to our target of reducing greenhouse gas emissions in line with the Paris Climate Agreement.
Adopting a circular mindset opens up new possibilities for the way we think about the life cycle of common household items. Paper towel, for instance, has been made in much the same way for decades. This has led us to seeking out new fiber sources like wheat straw. Up until now, half of the straw yielded from farmers cultivating wheat is used for animal feed and bedding, and the remaining half was considered waste product. We saw this as an opportunity to close the loop on farmed wheat straw by incorporating it into our own products.
That’s why we are developing high-quality tissue products made from leftover wheat straw. The process will use less energy and water to produce tissue that matches its wood fiber equivalent in softness, strength and brightness.