10 December 2004
Smart New NZ Pulp Product a Win in Beijing
BEIJING, 10 Dec 2004: A new high quality, low energy pulp product developed by Winstone Pulp International (WPI) was
hailed as meeting a growing Asian market need by leading industry representatives at a launch function in Beijing
attended by New Zealand’s Ambassador to China, Tony Browne last night.
Speaking from the launch, at the Diao Yu Tai State Guest Houses, WPI Managing Director David Anderson said he was
delighted with the response and that initial discussions on the new product had already resulted in orders well
exceeding sales targets.
“Building success in this industry and maintaining our competitiveness requires us to be always trying to think
smarter,” he said. “So I was delighted with the very warm reception given by this important industry group to our new
grade. Our technical team worked hard to develop this and while it is immensely valuable in cutting power use it also
opens up important new markets for us.”
The new grade was developed over six years by WPI’s technical team at its mill at Karioi near Ohakune and importantly
addressed some key disadvantages with traditional Radiata Pine products, Mr Anderson said.
The new grade overcomes a major disadvantage of Radiata pulp product which is normally seen as having a negative effect
on paper formation because it is too coarse while at the same time retaining Radiata’s major advantage in providing
sufficient bulk for use in a range of products including modern luxury goods packaging.
The Executive Director of Eurocell International, WPI’s China agent, David Harris said the new product was a superb
example of a producer taking a lead in developing a new product to meet emerging customer needs.
“Aimed at producers of paperboard products for high quality packaging such as perfume boxes, this new grade unlocks a
new customer base for WPI allowing it to move away from high production cost pulp,” Mr Harris said.
“It’s an initiative that underscores the talent of the people and the expertise at WPI and the capacity of the firm to
take a lead in a tough market,” he said.
Mr Anderson said that to create the new product, WPI completed a major upgrade to its process plant, involving the
installation of a new pulp screen room, a new pulp refiner and a state-of-the-art control system.
“We have taken advantage of some of the best technologies available from countries around the world, including
Scandinavia and the US. The machines which make the paperboard products are extremely sophisticated and our product
quality needs to be stringently maintained,” he said.
The new specialist grade pulp also uses 20 - 40% less electricity to produce than newsprint pulp giving power savings
equivalent to the consumption of a medium-sized New Zealand town.
“This type of energy saving is very significant and considerably lowers our manufacturing cost and helps us retain our
competitive edge,” he said.
Representing New Zealand at the launch of the new product in China, the country’s new ambassador to Beijing, Tony Browne
said it was good to see New Zealand companies showing they could develop approaches that would help them adapt to
changing markets and develop new opportunities.
“The reception accorded WPI last night was very warm. It’s clear the company was seen as successfully delivering on an
important need and it was good to see a New Zealand company more than competing with the best in this environment,” he
said.
About Winstone Pulp International Ltd
Based near Ohakune, WPI has operated for 26 years in forestry, milling and manufacturing pulp and sawlogs for local and
overseas markets. As one of New Zealand’s leading integrated forestry companies it plays a key role in the sector’s
viability by processing by-products for export as pulp. The company employs 300 staff and has built a strong
export-focused business maximising regional resources.
ENDS