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Well it's not really a new app in the sense of iPad app, but I could not resist making the connection as apps are indeed making a huge impression on graphic paper consumption, and not in a good way!
The APP I am referring to is of course Asia Pulp & Paper, which has been - and will in the future - also make a huge impression on the industry. And because this is what we call the "PPI NGO issue", we have to acknowledge what has been one the most remarkable turnarounds of NGO opposition ever seen, not only in the pulp and paper industry, but surely in all industries. In the last 12 months or so, almost all of the NGOs, including the big ones, Greenpeace and WWF, have gone from vehement, distrust and abhorrence of the company and its activities, to actually coming out and praising it for its actions - albeit cautiously. This really is a startling change that has occurred.
I have always followed APP, simply because it is part of my job and I have thought of the company as fascinating particularly when I learned of its ambition to be 'the No. 1 pulp and paper supplier in the world' - to...