EU SAYS GREENWASHING WON'T WASH
In 2020, a European Commission study revealed that more than half the environmental claims made in the EU were vague, misleading or simply unfounded. To respond to this issue, the Commission produced a proposal for a Green Claims Directive, whose objec- tive is to protect consumers against greenwashing by ensuring environmental claims are valid. This directive will set minimum substantiation and communication requirements and regulate public and private environmental labels to prevent their multipli- cation. Although the proposal was made last March, it is likely that the EU institutions will not adopt it before the next European mandate in the second half of 2024. Measures will become applicable 24 months after the directive’s entry into force. “It’s essential that EU consumers can be confident that the environmental claims they see are well founded and based on solid evidence. We’re monitoring the proposal closely to ensure that the existing well- known third-party verified environmental certification schemes and labels (e.g. PEFC and FSC®) are fully recognised,” says Tytti Peltonen , VP Corporate Affairs, EU at Metsä Group. “If we set clear rules for the comparison of different product categories and define information require- ments that are strictly relevant to the substantiation and protect confidential information, this will be an important step forwards.”
QUALITY, CONSISTENCY AND EFFICIENCY GET A BOOST FROM NEW EMEA SUPPLY CHAIN CENTRE
Metsä Board’s new European Supply Chain Centre (SCC) in Gdańsk, Poland, hosts a rapidly growing team of experts serving customers across EMEA. By centralising customer service and last-leg logistics operations, Metsä Board aims to further harmonise and enhance vendor cooperation through high-quality service. The centre also includes a Supply Chain Excellence team that handles customer feedback. “We now have more than 70 customer service specialists assisting more than 1,000 cus-
tomers in 13 languages. Alongside the customer service special- ists, we have almost 30 logistics specialists who look after logistics operations in nearly 30 coun- tries and cooperate with around 100 vendors,” says Kateryna Tsekhmistrenko , Vice President, Supply Chain at Metsä Board. The centralised service model brings increased opportunities to better meet the needs of Metsä Board’s multinational and regional customers and to take advantage of digitally advanced services that will improve service quality, consistency and efficiency.
In the new modern centre, more than 100 people work in customer service and distribution logistics roles.
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