The new cellulose made from straw is as soft, tear-resistant and highly absorbent as conventional cellulose made from wood fibers. It is processed into high-quality hygiene products from the market-leading consumer brand Zewa. The process will enable a reduction in the use of water and energy while the by-product of the integrated pulping process will be further refined to serve as a substitute for oil-based chemicals. Globally, half of all straw goes unused. By using this agricultural by-product and making it into high-quality pulp, we become more circular and can offer our consumers a tissue product with less climate impact.