Company Special: APP-China rewarded for 'green' production

Paper products from the two best-selling brands of APP-China recently received joint certification from the China Forest Certification Council and the Program for the Endorsement of Forest Certification Schemes.

The products are Virjoy-branded tissues and toilet tissues and the entire range of Gold Flagship-branded copy paper. Virjoy also became the first brand of household paper products in China to receive both CFCC and PEFC certification.

Forest certification guarantees the legitimacy and sustainability of a product's forest management and utilization. The CFCC and PEFC recognized each other's authentication last year, which is a landmark initiative for China's papermaking industry, the company said.

China is not only the world's biggest producer and manufacturer of forest products, but also one of five countries that own the world's largest area of forests.

The mutual authentication, therefore, has enhanced the international competitiveness of Chinese companies and could help them carry out international trade more smoothly. It has also widened the supply chain of certificated products worldwide and boosted sustainable forest management globally, the company added.

"We are proud to be a pioneer practicing sustainable initiatives in China's papermaking industry. Products with the two certification labels can prove to our customers that the raw materials are coming from forests under sustainable management and we are environmentally responsible in every link of the production," said Zhai Jingli, deputy CEO of APP-China.

"Customers today are paying more attention to the product's performance in environmental protection, which will encourage more papermaking companies to participate in CFCC and PEFC certification and to realize a rational utilization of forest resources," Zhai said.

One of the leading papermaking companies in the country, APP-China is committed to innovations and reforms that benefit the environment and social sustainable development, and uses its products to convey that concept to customers.

The Breeze brand, for example, implements the company's unique "plantation-pulp-paper integration" business model to help maintain ecological balance.

In 2014, Breeze was listed by global marketing research firm Nielsen as one of China's top 50 fast-moving retail brands.

The brand's Ultra series also completed a water footprint assessment last year - the first of its kind in China's household paper products.

A product's water footprint is a comprehensive evaluation index for measuring the consumption of water resources, including both direct and indirect water use by consumers or producers.

It can measure the amount of water used to produce goods and provide valuable data and evidence for companies to increase the efficiency of water resources utilization and improve the related management system.

The Ultra series was also selected as the exclusive paper product supplier for the China Pavilion at the ongoing Expo Milano 2015.

On Sept 25, APP-China will host a Corporate Day at the pavilion, during which the company will show its advanced papermaking technologies and environmentally friendly skills.

haonan@chinadaily.com.cn