By Mark Rushton, Editor, PPI magazine, Graeme Rodden, Executive Editor, PPI magazine, Annie Zhu, Features Editor, PPI magazine, and Rhiannon James-Van Beuningen, Senior Vice President, Media Products, RISI
BRUSSELS,
July 29, 2009
(RISI) -
21. Max Baucus, US Senate
The alternative fuels tax credit has become the hot issue of the year in the pulp and paper industry. By adding diesel oil to black liquor, pulp and paper companies qualified for the tax credit. This "loophole" has been said to be worth billions of dollars to struggling US pulp makers and has enraged others such as Canada, Chile and the European Union, which have threatened to take the matter to the WTO. Although the tax credit is due to expire at the end of 2009, Senate Finance Committee chairman Max Baucus (Democrat, Montana), along with Ranking Member Chuck Grassley (Republican, Iowa) has introduced legislation to clarify the types of fuel that would qualify as for the alternative fuels tax credit, effectively eliminating the tax credit for pulpmakers earlier. "I know the paper industry is struggling," said Baucus, "but taxpayers don't want to see another billion-dollar bailout. This credit as not meant to provide a boon to companies for a process they've already been doing for several decades."
22. Teresa Presas, CEPI
The globetrotting head of the Confederation of European Paper Industries (CEPI) appears on our Power List for the second year in a row, for a variety of reasons, but mostly because of her hard work and solid determination in getting the pulp and paper industry noticed in high places. A frequent face at industry events worldwide, Presas has been instrumental in the lobbying of the European parliament making sure that the pulp and paper industry issues have a strong and firm voice. Through its 18 member countries (16 European Union members plus Norway and Switzerland) CEPI represents some 800 pulp, paper and board producing companies across Europe, ranging from small and medium sized companies to multi-nationals, and 1200 paper mills. Together they represent 27% of world production.
23. Richard D. Willett, Jr., NewPage
Having taken over as president and CEO earlier this year from Mark Suwyn who was named executive chairman, Willett heads a company that is still on the "must watch" list as it was last year when Suwyn was named to this list. With $4.4 billion in sales in 2008 and production capacity of 4.5 million tonnes/yr, NewPage is North America's largest coated paper manufacturer. Willett claims NewPage has the lowest cost structure in North America, an almost 14% advantage over its competitors. Willett says that NewPage is primarily in the advertising infrastructure business not information-based business where uncoated freesheet and newsprint face hard challenges. Going against conventional wisdom, Willett says that the view of print-based advertising is overwhelmingly positive compared with Internet-based advertising and that increased levels of customization are enhancing print ad effectiveness. Besides the production side, NewPage is also very involved with the advancement of the biorefinery concept. It is working with Chemrec on a project at the Escanaba, MI, mill.
24. Anne Moore, Time Inc
Chairman and CEO of Time Inc. Anne Moore has just signed another three year contract to lead the publishing giant as it rides the colossal storm raging in the magazine market. Magazine publishing currently faces the double whammy of an unprecedented advertising downturn, together with competition in electronic form. Moore has been in the hot seat since 2002, and the new contract will mean that she would have been at the post for 10 years at the end of the new term in 2012. It is a tough position to be in, Time magazine is a household name and a defining publication in the magazine world, and all publishers' eyes will be on Moore as she attempts to move the printed title to the next dimension.
25. Dermot Smurfit, Powerflute
Dermot Smurfit, well known industry figure and head of paperboard producer Powerflute, has entered our list due to some interesting activity on the acquisition front. The company has drawn our attention for some time now, and it has been on our "companies to watch" list as it continues to grow despite the ups and downs of both global business and the paper and board industry. This could be down to the fact that it has a strong niche, with a very focused management team. The company concentrates on higher value products and produces specialized high quality semi-chem fluting at its subsidiary Savon Sellu's mill near Kuopio in Finland.
Powerflute has been in the news recently regarding its acquisition of Papierfabrik Scheufelen, the Germany-based woodfree coated producer that became insolvent in the middle of last year. This means that Powerflute enters into the high quality fine papers market, and acquires two machines that produce a combined 290,000 tonnes/yr.
26. Rick Leblanc, Chemrec
In the growing field of the biorefinery and black liquor gasification, Chemrec is emerging as the leading supplier of technology. A former senior executive with Siemens, Leblanc joined Chemrec in early 2009, just in time for the formation of Chemrec's US subsidiary. Chemrec's development plant in Pitea, Sweden, recently achieved 10,000 accumulated hours of operation. It is the only gasification plant producing high-quality synthesis gas based on a 100% renewable feedstock, The syngas will be used to produce second generation green motor fuels. Chemrec, in conjunction with partners, is also adding a technical demonstration plant for the production of dimethyl ether.
27. Donna A. Harman, American Forest & Paper Association
The American Forest & Paper Association (AF&PA) appointed Donna A. Harman as the new president and CEO in 2007. Harman joined AF&PA in 2001 as vice president of Congressional Affairs. She was promoted to senior vice president, Policy and Government Affairs in 2006, leading the association's lobbying and policy efforts. Harman has 25 years of management, policy, and political experience, having worked for two Fortune 500 corporations and the US House of Representatives. Reflecting the concerns of society in general, the two biggest public policy issues for the AF&PA in the near-term are renewal energy and climate change.
28. Manfred Warda, ICEM 
Warda is General Secretary of the International Federation of Chemical, Energy, Mine (ICEM) Workers' Union, the leading global union federation covering pulp, paper, and packaging workers in some 60 countries. Warda has had long experience on the global trade-union front. The son of a German coalminer, Warda studied history, social sciences, and English. For 16 years, he was the international department head for the IGBCE Union. Warda has been outspoken on the failure of the neo-liberal economic model as cause for the recent economic collapse. The ICEM is fully engaged now in building global links between pulp and paper unions of the north and their counterparts in the global south. The global federation also is heavily involved in building sustainable and liveable communities in the wake of financial restructurings that have occurred to the pulp, paper, and converting sector.
29. Leif Brodén, Södra
The CEO of Södra makes our list not only because he heads up one of the leading pulp producers globally, but also because of his high profile and vocal viewpoints on forest products and environment and energy issues. Brodén reckons that the forest products industry is at a crucial phase, and could play an instrumental role in the reduction of global warming and climate change and advocates the use of more and more wood, whether it be replacing cement for housing, or the use of more and more paper and board worldwide. As well as CEO of Södra, Brodén is also chairman of the Swedish Forest Industries Federation.
30. James Rubright, RockTenn
The 2008 RISI CEO of the Year Award was presented to Jim Rubright with good reason. Rubright has served in this position since 1999, and chairman of the board since 2000. Lawyer trained, but also an astute businessman, Rubright has made some shrewd acquisitions (Demopolis, Southern Container) for RockTenn, turning what once was a marginal player into a significant one in the packaging market. One analyst noted that Rubright has RockTenn "focusing on all the right things - lowering costs, cash flow generation, debt reduction." Another noted that he has transformed the company into a leader in several substrates and outperformed the industry.'
RISI Power List 2009: Introduction
RISI Power List 2009: 1-10
RISI Power List 2009: 11-20
RISI Power List 2009: 31-40
RISI Power List 2009: 41-50