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Metsäliitto Group harmonises its corporate identity.
Metsäliitto Group changes its name to Metsä Group and adopts a new corporate identity. The names of Metsä Group’s business areas change as well.
The new names and the new identity represent the final stage in a profound restructuring based on the Group’s strategy. The purpose of the process has been to create a unified and competitive forest industry group. The name Metsä clearly integrates all business areas into a unified Metsä Group.
The Group focuses on five core businesses: wood products, pulp, board, tissue and cooking papers, and wood supply and forest services. Metsäliitto Wood Products Industry, internationally Finnforest, is now Metsä Wood, and Metsä-Botnia becomes Metsä Fibre. On 28 March 2012, the Annual General Meeting of M-real Corporation will make a decision on a proposition to change the company’s business name into Metsä Board Corporation. The name of Metsä Tissue remains unchanged.
The wood supply operations will be known as Metsäliitto Puunhankinta in Finland and as Metsä Forest in other countries. The new corporate identity does not affect the structure of the Group or the legal status of the companies. The name of Metsä Group’s parent company, Metsäliitto Cooperative, does not change and it continues to be a cooperative. “Our restructuring initiated in 2005 is now finalised and we are well positioned for the future. This is the right time to strengthen our operations as a unified group. Competitiveness requires closer collaboration and lower boundaries between businesses. It also requires sharing best practices and making use of them,” says Kari Jordan, President and CEO of Metsä Group.
The new logo – a moose head nobly carrying a forest in its antlers and the word Metsä, a Finnish word for forest – and the new corporate identity communicate that Metsä Group is a responsible and renewing forest industry company that respects its roots and is stronger than before. Its products and services contribute to the everyday well-being of people. “Metsä Group is a genuine forest industry company. Our company is owned by forest owners, which brings a long-term approach to our operations. Our main raw material is renewable wood grown in sustainable Nordic forests. We have the lightest and most ecological boards, top-quality pulps, successful product brands in tissue and cooking papers and top know-how in the wood products industry. We have a great story to tell,” explains Jordan.
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