Experience in Marketing Nonwood Paper Grades in the Writing/Printing, Text/Cover Market, 1998 North America Nonwood Fiber Symposium Proceedings

A strategic initiative for effectively marketing nonwood and nonwood content product must be based on more than environmental factors. The issues associated with long term fiber supply and the viability of nonwood furnish goes far beyond those of protecting the environment, though environmental considerations are important in and of themselves.

While costs are certainly an issue for all of us, the quality of the sheet is essential. When using an alternative furnish, particularly cereal straw, a major question arises in the mind of the potential client as to the runnability of the product.

It is essential to insure that the expectation of the client is realistic, while assuring that the quality is suitable to the end product application.

An effort in appealing to the design staff of the client company, with regard to the different and potentially creative opportunities which may be inherent in the sheet can effectively support the overall effort.

Additionally, matching the product, conceptually as well as physically, to the end use, e.g., OTD content product for the telephone industry, may offer a meaningful advantage in the marketing initiative.

This presentation will address the above issues, as well as others, as they apply to the marketing and sale of nonwood “commodity” grades, with specific reference to the strategies which have been successfully employed, to date, in the North American markets. An overview of the why’s, how’s and what!!, of how to succeed.