Working through an unexpected surge

AF&PA

In late April, the American Forest & Paper Association (AF&PA), Washington, reported that U.S. tissue mills set record-high levels of tissue production this spring. U.S. mills manufactured about 700,000 tons of tissue in March alone. In February and March, AF&PA reports that its member companies delivered more than 22,000 tons of parent roll tissue per day. These increases likely were spurred by the COVID-19 pandemic.

“As daily production reached new thresholds, AF&PA member companies stayed the course, delivering sustainable tissue products to meet everyday, essential needs,” says Heidi Brock, president and CEO of AF&PA. “I am heartened by the industry’s commitment to safety, and its ability to move products to the global market—just as we do 52 weeks each year.”

The pulp and paper industry has experienced an unforeseen surge in demand this spring. Recycling Today followed up with Brock at AF&PA to learn more about how this is affecting demand for recovered fiber. 

Recycling Today (RT): Tissue production is way up this spring—what does that mean for AF&PA member companies? What stories have you heard from the industry on how it’s handling the increased demand?

Heidi Brock (HB): First and foremost, our member companies are laser-focused on the health and safety of the workforce. Now, with that as the backdrop, I will say that AF&PA members in this segment are working around the clock, running extra shifts, putting idled equipment back into service and finding new ways to get products to consumers to meet demand—all while remaining steadfast to their company commitment and our industry priority to workplace safety. 

I am so heartened to hear and read about the extraordinary actions of so many people in our industry right now. From moving experts around the country—and safely home again—in order to increase the production of much-needed products to manufacturing personal protective equipment both for our industry employees as well as first responders—our member companies and their employees are meeting this challenge head-on in ways that make us all proud. 

As a leader from one member company said, “There’s a sense of pride of being able to deliver that thing that’s so needed right now.” It is therefore vital that the critical supply chains our members rely on to make those products continue, and AF&PA has engaged policymakers to help ensure that is the case.

RT: What does the increased tissue production mean for recovered fiber use?

HB: Nationwide, more than a third of the paper industry’s total fiber requirements are met using recovered material. That works out to more than 32 million tons of recovered fiber consumed by U.S. paper and paperboard manufacturers in 2019. Recovered fiber is an important raw material for many tissue products. 

In 2019, 56 percent of total tissue production came from paper that was recovered for recycling. Our recovered fiber supply and our ability to continue to produce essential tissue, packaging and other paper-based products, in part, relies on communities to provide a safe environment for workers, following leading guidance from authorities, like the CDC (Centers for Disease Control and Prevention), to collect and process residential curbside recycling materials.

RT: How can recycling businesses be helping paper mill companies during the pandemic?

HB: The words that I keep hearing many people say repeatedly are: “We’re all in this together.” In the days, weeks and months ahead, we’ll need to advocate for issues together. As an example, AF&PA is communicating to mayors across the country that recycling is essential to our fiber supply—and it’s also essential to produce tissue, packaging and other paper-based products. We need industry partners to echo this message.

RT: How is AF&PA working with its members during the pandemic?

HB: I would offer a few observations: First, it has become essential to communicate and provide timely and accurate information in as complete a manner as possible, whether that’s to members, or with industry partners, key stakeholders and policymakers. AF&PA staff worked quickly to compile and provide resources online. For the latest information on state or federal policies impacting our members, as well as the latest research and guidance of interest to members, we encourage members and stakeholders to visit our website at www.afandpa.org. 

Second, our committees have been very active over the past months as we develop policy positions and input into the government on how the crisis is impacting our supply chain. That conversation with members is the first critical step, but I also think we are finding new ways to work together. Part of my job has been reaching out to members to ensure the work AF&PA is doing is going to add value to their business. Finally, like many organizations, AF&PA has become proficient with videoconferencing to engage our members. We’re also finding ways to show gratitude for the hard work our industry workforce has been doing. Recently, we created a YouTube “thank you” video that spotlights the men and women on the front lines of the paper and wood products industry right now. It feels like now more than ever we need to recognize the personal effort that goes into the creation of our essential products. 

RT: In addition to COVID-19, are there any other challenges the pulp and paper industry is facing?

HB: As an opportunity, I would say the paper industry has some of the most comprehensive and quantifiable sustainability goals of any U.S. manufacturing industry thanks to our Better Practices, Better Planet 2020 initiative. Sustainable practices have been the foundation of our industry, and they will continue to guide us forward through this decade. As challenges related to waste continue to be discussed both at the national and local levels, we will be there asking elected officials to recognize paper as part of the circular solution. These policy conversations will strengthen our industry’s ability to provide consumers with recyclable, renewable and sustainable paper products for years to come.

RT: What lessons have you learned from the pandemic that have helped you to better lead the organization?

HB: I came into this role in September, but I think right now this job, and the job for all of us, is much different than ever before. This crisis underscores the need to know your values as you navigate the unknown. Also, how to act and think in a nimble fashion, and to communicate frequently and personally while reflecting on what form of communication will be most effective—is it a virtual meeting or a phone call? 

If there’s a simple truth that I’ve learned, it’s that taking on coordinated and collective action for AF&PA requires an ability to listen, build consensus, and be open to new ideas or ways of thinking. For instance, the COVID-19 pandemic has redefined what it means for a supply chain to be essential. And that designation has made the difference to many businesses and jobs in whether they were able to operate during the early days of this crisis. 

At AF&PA, we worked with partner organizations across the forest products and recycling supply chain to help tell the story of how so many depend on our sector. And, with that kind of recognition by federal and state leaders comes great responsibility. I am proud that our industry has really leveraged past experience in prioritizing the safety of its workforce. I have also learned that while our external environment may have changed dramatically, the core values of our industry have not. Core values around worker safety and sustainability have united our industry for many years and will now serve as a foundation for successfully navigating our way to the ‘other side’ of this crisis.