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whitepaper explores the business case for apparel brands and their suppliers to transition to viscose derived from a greater share of Next Gen Feedstocks.",false,[521,525],{"id":522,"cSlug":523,"cName":524},"a6IDxaqERNegaGga_oMkyg","next-gen","Next Gen",{"id":526,"cSlug":527,"cName":528},"JQQRRPB2Ra2ixfeaGE-FZA","packaging","Packaging",[530],{"id":531,"cSlug":523,"cName":524},"X8c1aSBCS7ONfeMG7mhf2A",{"id":533,"cSlug":534,"cName":535},"SB3Ew-YlQ1-sl7Y0YvVEfA","fact-sheet-and-position-papers","Fact sheet and position 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729-7484",2032,{"id":548,"alt":339,"title":339,"focalPoint":549,"width":464,"height":465,"responsiveImage":550,"blurUpThumb":551,"url":552,"mimeType":469,"format":470,"filename":553},"YYQbNZBWRVW-l7zG0GMFzw",{"x":449,"y":449},{"base64":551},"data:image/jpeg;base64,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","https://www.datocms-assets.com/132613/1725573442-laura_repas.jpg","laura_repas.jpg","\u003Cp>\u003Cspan data-sheets-root=\"1\">Prior to working at Canopy, Laura worked in book publishing for nearly 18 years; briefly at Macmillan Canada, at General Publishing, and as Publicity Director at House of Anansi Press. Laura has a BA in Theatre from York University, and studied Book and Magazine Publishing at Centennial College.\u003Cbr>\u003Cbr>\u003Cstrong>More about me\u003C/strong>\u003Cbr>\u003Cbr>My career so far has been in book publishing, first very briefly with McMillan Canada, then General Publishing, and most recently as Publicity Director at House of Anansi. Over the years I had the pleasure of working with authors like Will Self, Lisa Moore, Margaret Atwood, Ronald Wright, Stephen Lewis, Wade Davis, A.L. Kennedy, Simon Armitage, Rawi Hage, Kathleen Winter, Lawrence Hill, and Deborah Ellis, to name just a few.\u003Cbr>\u003Cbr>\u003Cstrong>Why forests are important to me\u003C/strong>\u003Cbr>\u003Cbr>Forests are important to me personally as places of respite, and of admirable beauty. I respect their important role in our greater ecosystem, and see them as a living connection to our past. As a life-long city-dweller, I have a bit of an obsession with green space and I value it immensely, and I feel fortunate that I live in a neighbourhood in Toronto where I am surrounded by trees.\u003Cbr>\u003Cbr>\u003Cstrong>Why Canopy\u003C/strong>\u003Cbr>\u003Cbr>I love the idea of having a job that I can feel good about, that puts me on the side of trying to do good in the world. And I deeply admire ingenuity, which Canopy demonstrates with their solutions-based, positive approach to preserving ancient forests.\u003Cbr>\u003Cbr>\u003Cstrong>Ask me about\u003C/strong>\u003Cbr>\u003Cbr>Books, movies, UK television shows, comics, or funny things my son says to me. I love stories. It is possible that I’m obsessed with stories.\u003Cbr>\u003Cbr>\u003Cstrong>What ruffles my feathers\u003C/strong>\u003Cbr>\u003Cbr>Short-sightedness. Being confronted with short-sightedness on any front confounds and upsets me, and the notion of action that will cause catastrophic harm in the long run being sold as opportunity or solution — well, my blood pressure is going up even as I type this.\u003Cbr>\u003Cbr>\u003C/span>\u003C/p>",{"id":556,"cName":557,"cSlug":558},"csD4vUkdQlOy2alnL2Md-Q","Our Teams","our-teams",{"id":560,"cName":561,"cSlug":562},"FuywB1U1RtOQPW0MXOLzcA","Impact Communications Team","comms","Rabbit",{"id":565,"alt":339,"title":339,"focalPoint":566,"width":567,"height":568,"responsiveImage":569,"blurUpThumb":570,"url":571,"mimeType":469,"format":498,"filename":572},"UE5XzfPCQUSIKLPdB4KG8Q",{"x":449,"y":449},2000,975,{"base64":570},"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLChAODhoaDg0NDhUNDQ0YFxgZGBYVFiEaHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHAwQHC8cFhw7NS8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAAwAGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAEBQACB//EAB0QAAICAgMBAAAAAAAAAAAAAAACAwQBESFBUQX/xAAXAQADAQAAAAAAAAAAAAAAAAACAwQB/8QAGREAAgMBAAAAAAAAAAAAAAAAAhEAAzEB/9oADAMBAAIRAxEAPwDPaduVehzF9KfEWhNVCndsLxkmt4LyHW1KXbtlm3ggLPK3pBgiCyZ1uf/Z","https://www.datocms-assets.com/132613/1725573470-laura_repas_rabbit.jpeg","laura_repas_rabbit.jpeg","\u003Cp>\u003Cspan data-sheets-root=\"1\">Like a rabbit, I am hoppy, like to dance, I’m a little nervous, always on the move, and enjoy vegetables. I am curious, I have big ears, and it’s good luck if you say my name three times on the first day of the month.\u003C/span>\u003C/p>",{"id":575,"alt":339,"title":339,"focalPoint":576,"width":577,"height":578,"responsiveImage":579,"blurUpThumb":580,"url":581,"mimeType":455,"format":456,"filename":582},"bRt1C6mCTuKaPN8tIT6Ohw",{"x":449,"y":449},1200,628,{"base64":580},"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBhIICAgLChENDhgUDQ0NDhYVDhENFxMdGBYVFhUdHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHBAQHDsoIig7Ly8vOy8vLzs7NS8vLy8vLy8vLzU7Ly8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAADBAAFBv/EAB8QAAECBgMAAAAAAAAAAAAAAAIAAwEEBRExQRIhMv/EABcBAAMBAAAAAAAAAAAAAAAAAAMEBgL/xAAaEQACAgMAAAAAAAAAAAAAAAAAAQJRISNB/9oADAMBAAIRAxEAPwDONS7W4oh09hyHpVgOnbKYadOO0+miUlCa6PBTZcR7JRDuXHKi1gFss//Z","https://www.datocms-assets.com/132613/1793816721-seeing-field-and-forest_web-header.png","seeing-field-and-forest_web-header.png",{"id":584,"__typename":585,"cContent":586},"JCv93FI4Qq2U7IbkJrs1nw","CPageBuilderNewsRecord",[587,593,620,625,638,641,664,667,685,688,699,703,707],{"__typename":588,"_modelApiKey":589,"id":590,"cSurtitle":439,"cText":591,"cIsTextCentered":519,"cLink":339,"cModal":339,"cAddAnchor":519,"cAnchorLabel":592,"cAnchorSlug":439},"CBlockTextEditorRecord","c_block_text_editor","ewNTNGPZSGus389bC-3JhA","\u003Ch4 class=\"p1\">\u003Cstrong>NEXT GEN FIBRE IN CONSUMER PAPERBOARD\u003C/strong>\u003C/h4>\n\u003Cp dir=\"ltr\">This whitepaper explores the business case for consumer goods brands and their paperboard suppliers to transition to using a greater share of Next Gen pulp — pulp produced from low-impact, forest-free alternatives such as agricultural waste and byproducts that would otherwise be discarded or burned. The paper aims to determine the maximum all-in cost of Next Gen pulp required to be competitive with virgin wood inputs on a risk-adjusted basis. The paper is preliminary; Canopy plans to continue validating assumptions regarding technical, economic, and environmental considerations.\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cem>As a whitepaper, the results presented herein are preliminary, exploratory, subject to important caveats and limitations, and may be revised by Canopy in the future.\u003C/em>\u003C/p>","read-the-report",{"id":594,"_modelApiKey":595,"__typename":596,"cTitle":597,"cModalForm":598,"cLink":599,"cImage":611,"cAddAnchor":519,"cAnchorLabel":439,"cAnchorSlug":439},"QH0bHKtkRT-r5HgC2SwHNA","c_block_file_download","CBlockFileDownloadRecord","Read the report",true,{"__typename":600,"id":601,"cLabel":602,"_modelApiKey":603,"cDoc":604},"CLinkDocumentRecord","eSj40IymSWSFga0o0KEfaw","Download","c_link_document",{"id":605,"url":606,"tags":607,"format":608,"filename":609,"size":610},"Alrh4W0vRfi-rUnEAykGdw","https://www.datocms-assets.com/132613/1793746102-seeing-the-field-and-the-forest_canopy_11-3-2026.pdf",[],"pdf","seeing-the-field-and-the-forest_canopy_11-3-2026.pdf",5829340,{"id":612,"alt":339,"title":339,"focalPoint":613,"width":614,"height":615,"responsiveImage":616,"blurUpThumb":617,"url":618,"mimeType":455,"format":456,"filename":619},"ewcE57T6Qiyh_aR8lMEIpQ",{"x":449,"y":449},2550,3301,{"base64":617},"data:image/jpeg;base64,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","https://www.datocms-assets.com/132613/1793746119-canopyecomodellingpaperpackaging_final_10-26-1.png","canopyecomodellingpaperpackaging_final_10-26-1.png",{"cAnchorSlug":439,"id":621,"_modelApiKey":622,"__typename":623,"cQuote":624,"cSubtext":439,"cAuthorName":439,"cAuthorLabel":439,"cAuthorImg":339},"VKOE4DN1SRefxgQD-z7Blg","c_block_quote","CBlockQuoteRecord","\u003Cp>At what all-in cost is \u003Cstrong>Next Gen pulp\u003C/strong> competitive with conventional, virgin wood pulp on a risk-adjusted basis for Consumer Paper­ board?\u003C/p>",{"__typename":626,"_modelApiKey":627,"id":628,"cImage":629},"CBlockSingleImageRecord","c_block_single_image","WrALJnuJTXKA7v8wQxu0yg",{"id":630,"alt":339,"title":339,"focalPoint":631,"width":632,"height":633,"responsiveImage":634,"blurUpThumb":635,"url":636,"mimeType":455,"format":456,"filename":637},"QnY8e8apRKqgN8ygsVvs3w",{"x":449,"y":449},1690,845,{"base64":635},"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLDxALDhgNFRYNDhEODQoYFxUZGBYVFhUdHysjGh0oKSEWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHQ0KHC8cFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAAwAGAMBIgACEQEDEQH/xAAZAAACAwEAAAAAAAAAAAAAAAAEBgEDBQD/xAAcEAACAgMBAQAAAAAAAAAAAAABAgADBAYRIRL/xAAWAQADAAAAAAAAAAAAAAAAAAAAAQP/xAAXEQEBAQEAAAAAAAAAAAAAAAAAARIC/9oADAMBAAIRAxEAPwALXGDUFCZqLihMjvYma7k2ggfcakuc2L1pO8wlOxqqUAkyYDttjDEHs6GYH//Z","https://www.datocms-assets.com/132613/1793817007-26048-c6-canopy_p4g_020.png","26048-c6-canopy_p4g_020.png",{"__typename":588,"_modelApiKey":589,"id":639,"cSurtitle":439,"cText":640,"cIsTextCentered":519,"cLink":339,"cModal":339,"cAddAnchor":519,"cAnchorLabel":439,"cAnchorSlug":439},"X1WKBOyjQYuzXbgqffYU6Q","\u003Ch5>Canopy developed a financial optimization model to assess the business case for using Next Gen pulp in consumer paperboard, considering both profitability and risk.\u003C/h5>\n\u003Cp>\u003C/p>\n\u003Cp>Canopy’s financial optimization model considers an illustrative commercial relationship between a buyer (e.g., a global, high-volume consumer goods brand or paperboard converter) and a China-based integrated pulp and paperboard mill. It estimates the maximum delivered Next Gen pulp price that supports commercially optimal use of at least 5% Next Gen pulp, and up to allowable quality limits, accounting for mill economics, risk, costs, and operational performance of Next Gen pulp use. It tests how this price changes under varying market conditions, including (i) wood price volatility consistent with historical levels, (ii) higher and more volatile wood prices, and (iii) illustrative EU-style policy mechanisms.\u003C/p>",{"cAnchorSlug":339,"id":642,"_modelApiKey":643,"__typename":644,"cLeftColumn":645,"cRightColumn":651,"cModal":339},"PQsbgII7TEqQUBSIaGLagA","c_block_content_complex","CBlockContentComplexRecord",{"id":646,"__typename":647,"cPretitle":439,"cImg":339,"cIsImgDiagonal":519,"cTitle":648,"cTitleSize":649,"cText":650,"cLink":339,"cContactCard":339},"ENWbUABsSqyzK_H7PuelLA","CFragmentContentComplexColumnRecord","\u003Ch5>We use high-performance folding boxboard as a conservative test case to inform Next Gen pulp considerations across a broader range of consumer paperboards that currently rely on virgin wood inputs. \u003C/h5>","h5","\u003Cp>Consumer paperboards, including folding boxboard (FBB), are widely used across pharmaceuticals, confectionery, dry foods, personal care, cosmetics, and other\u003Cbr>consumer goods. Our analysis focuses on a high-performance FBB grade with demanding technical specifications: a lightweight, three-layer board with a bright white printable front, a similarly white reverse side, and a strong, lightweight middle layer that provides bulk and stiffness.4\u003C/p>",{"id":652,"__typename":647,"cPretitle":439,"cImg":653,"cIsImgDiagonal":598,"cTitle":439,"cTitleSize":649,"cText":439,"cLink":339,"cContactCard":339},"RYpKUGzzSYK71jI_0mxzuA",{"id":654,"alt":339,"title":339,"width":655,"height":656,"url":657,"mimeType":455,"format":456,"filename":658,"size":659,"video":339,"customData":660,"focalPoint":661,"responsiveImage":662,"blurUpThumb":663},"FSQcGzopTYGkcbXhtDjdcQ",1387,1350,"https://www.datocms-assets.com/132613/1793816993-26048-c6-annie-spratt-ixvv3yzkd7w-unsplash.png","26048-c6-annie-spratt-ixvv3yzkd7w-unsplash.png",3027385,{},{"x":449,"y":449},{"base64":663},"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoPEg0NDhANDg0QDQkNDREQDgcYFxMZGCIVIiEaHysjJh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHBAQHC8dFh0vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIABgAGAMBIgACEQEDEQH/xAAYAAEAAwEAAAAAAAAAAAAAAAAAAgMFBv/EAB0QAAICAgMBAAAAAAAAAAAAAAABAgMFIwYREgT/xAAWAQEBAQAAAAAAAAAAAAAAAAADBAL/xAAZEQEBAAMBAAAAAAAAAAAAAAABAAMREgL/2gAMAwEAAhEDEQA/AObq5BNWIn9+enKowqVsRbkHFVIj4q3I1iybnEGZX24gQ8RORtCFexEMhBuKAMbmQqaYeagAbGJC/9k=",{"__typename":588,"_modelApiKey":589,"id":665,"cSurtitle":439,"cText":666,"cIsTextCentered":519,"cLink":339,"cModal":339,"cAddAnchor":519,"cAnchorLabel":439,"cAnchorSlug":439},"HBzgJJXBR-ShKgAqk-dp1w","\u003Cp>\u003Cstrong>Here is what we found and what companies should consider (see summary in Figure 1):\u003C/strong>\u003C/p>",{"__typename":668,"_modelApiKey":669,"id":670,"cItems":671,"cAddAnchor":519,"cAnchorLabel":439,"cAnchorSlug":439},"CBlockDrawersGroupRecord","c_block_drawers_group","WdWZS-kbQkykdBNtdPAzgw",[672,677,681],{"id":673,"__typename":674,"cTitle":675,"cText":676},"LYwy3bfyTmmzfhi_bqjpeg","CFragmentDrawerRecord","1.  Replacing 5–10% of conventional virgin wood pulp with Next Gen pulp today offers a practical and strategic option to reduce exposure to wood pulp price volatility and prepare for emerging policy requirements.","\u003Cp dir=\"ltr\">At a delivered price5 of \u003Cstrong>~US$345–380/ADt\u003C/strong>, our modeling finds Next Gen pulp would reach ~8% (on average across modeled assumptions) of an optimal high-performance FBB furnish by 2028. Industry reviewers consider this cost range plausible in major paper packaging-producing regions for inputs such as wheat straw residues and sugarcane bagasse. The higher end of this range reflects greater willingness to pay for Next Gen pulp when mills appreciate its ability to diversify exposure to wood price risk or when policy costs emerge; for example:\u003C/p>\n\u003Cul>\n\u003Cli dir=\"ltr\" aria-level=\"1\">\n\u003Cp dir=\"ltr\" role=\"presentation\">The maximum supported Next Gen pulp price rises modestly from ~US$345 to ~355/ADt as mill risk appetite declines, when Next Gen pulp prices have half the variance of hardwood chip prices and do not move too closely with wood prices.\u003C/p>\n\u003C/li>\n\u003Cli dir=\"ltr\" aria-level=\"1\">\n\u003Cp dir=\"ltr\" role=\"presentation\">A 10% upward adjustment to average wood prices further increases willingness to pay up to ~US$380/ADt as the relative savings and stability from Next Gen pulp use increase.\u003C/p>\n\u003C/li>\n\u003Cli dir=\"ltr\" aria-level=\"1\">\n\u003Cp dir=\"ltr\" role=\"presentation\">An illustrative deforestation due-diligence cost, modeled on the EU Deforestation Regulation (EUDR), for virgin wood fibre in board placed on the EU market and in scope, raises the supported Next Gen pulp price to ~US$365/ADt, and up to ~US$380/ADt when the value of hedging against wood price volatility is also considered.\u003C/p>\n\u003C/li>\n\u003C/ul>",{"id":678,"__typename":674,"cTitle":679,"cText":680},"DwP5jhwgRhK61o45ColDJQ","2. Overcoming technical constraints or adjusting product requirements can substantially increase the value of Next Gen pulp by allowing it to replace more virgin wood pulp, including higher cost inputs.","\u003Cp dir=\"ltr\">At the current 10% technical limit for the high-performance FBB modeled, Next Gen pulp is restricted to the middle layer and replaces relatively low-cost hardwood chips pulped at the mill. If improvements in pulp quality, consistency, or mill processes allow Next Gen pulp to be used in additional layers while maintaining product performance, it can replace higher-cost bleached hardwood kraft pulp (BHKP). This materially increases the maximum supported Next Gen pulp price from ~US$345-380 to ~US$460–595/ADt, leading to higher adoption that rises from ~10% in 2028 to ~20% by 2030.6 Some virgin wood-dependent consumer paperboards may already be able to use up to 30% Next Gen pulp because they have less demanding product specifications than the high-performance FBB modeled. These products may sell at lower prices, but lower input costs could support similar or even higher margins, with additional upside where brands value higher Next Gen fibre content, for example, due to product differentiation or sustainability goals. It is reason­ able to expect that as Next Gen receives more investment and commercial­ ization focus, there will be significant improvements in Next Gen processing and performance just as with renewables and other materials and tech­nologies as they’ve scaled.\u003C/p>",{"id":682,"__typename":674,"cTitle":683,"cText":684},"X4giBVXJSS-n8soV_OyAEQ","3. 5–10% Next Gen pulp inclusion also unlocks scaling opportunities, particularly where qualified feedstock, paper and packaging production, and demand intersect.","\u003Cp dir=\"ltr\">Starting with 5–10% inclusion today builds the operating experience needed to increase Next Gen pulp use and identify where product specifications can accommodate higher levels. Put another way, it creates a strategic option to unlock higher inclusion levels of 20% by 2030 and 30+% after 2032, with greater savings and risk diversification benefits. Further scaling its use over time also aligns with the market’s broader and continued shift7 towards more regional and diversified supply chains as companies seek to reduce geo-political, trade, and supply risks.\u003C/p>\n\u003Cp dir=\"ltr\">Scaling opportunities will vary within and across regions, reflecting the type, concentration, and existing uses of locally available agricultural residues, the processing they require, nearby pulp and paper infrastructure, and the end products they can serve. India and China, for example, combine large, diverse residue streams, including cereal straws and sugarcane bagasse, with extensive experience in non-wood papermaking and large-scale paper manufacturing bases. Brazil’s highly concentrated sugarcane industry creates a particularly large bagasse opportunity alongside an established pulp and paper sector. Europe and North America offer more geographically specific combinations of cereal and other crop residues, existing mills, processing innovation and downstream demand. Southeast Asia generates large volumes of rice straw, along with bagasse and oil palm residues already collected at sugar and palm oil mills, and has a fast growing paper packaging industry. These differences will shape where Next Gen pulp capacity is most competitive, which technologies are needed, and which paper and packaging applications are best suited to each location.\u003C/p>",{"__typename":588,"_modelApiKey":589,"id":686,"cSurtitle":687,"cText":439,"cIsTextCentered":519,"cLink":339,"cModal":339,"cAddAnchor":519,"cAnchorLabel":439,"cAnchorSlug":439},"LS6BdLReRvGZtGsA4knLKQ","Figure 1",{"__typename":626,"_modelApiKey":627,"id":689,"cImage":690},"VavXV5H0SH6Nm7nEDWRhiA",{"id":691,"alt":339,"title":339,"focalPoint":692,"width":693,"height":694,"responsiveImage":695,"blurUpThumb":696,"url":697,"mimeType":455,"format":456,"filename":698},"OBRY8TsAR7WC04uX9k9mwA",{"x":449,"y":449},2261,2851,{"base64":696},"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoQDwgNCgkPFQ0QBwYHDhENDQcOFxUZGBYVFiEaHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OEA0FHC8cFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIABgAEwMBIgACEQEDEQH/xAAYAAEBAQEBAAAAAAAAAAAAAAAAAwIEAf/EAB0QAAEEAwEBAAAAAAAAAAAAAAABAgQhAwUSMhH/xAAXAQADAQAAAAAAAAAAAAAAAAAAAQIF/8QAGBEBAQADAAAAAAAAAAAAAAAAAAECERL/2gAMAwEAAhEDEQA/AOx8vOqk3SpBnK17XejD+6sbLyzWTLI+AN75Sz0E9mfRbBV9GXaGejUsAa7Iq3STviWAALUf/9k=","https://www.datocms-assets.com/132613/1793829848-canopy-mbfpp-figure-1.png","canopy-mbfpp-figure-1.png",{"__typename":588,"_modelApiKey":589,"id":700,"cSurtitle":701,"cText":702,"cIsTextCentered":519,"cLink":339,"cModal":339,"cAddAnchor":519,"cAnchorLabel":439,"cAnchorSlug":439},"IvyUUavcRpmJK6sbzV1xCw","The bottom line","\u003Ch4>\u003Cstrong>Next Gen pulp can play an important risk diversification role in a commercially optimal furnish alongside recycled and FSC-certified wood, even in technically demanding consumer paper- board applications such as high-performance folding boxboard.\u003C/strong>\u003C/h4>",{"__typename":588,"_modelApiKey":589,"id":704,"cSurtitle":705,"cText":706,"cIsTextCentered":519,"cLink":339,"cModal":339,"cAddAnchor":519,"cAnchorLabel":439,"cAnchorSlug":439},"ZnT1HosbSsyZetSBaAHsLw","What Now?","\u003Cp dir=\"ltr\">Waiting for Next Gen pulp to reach full performance parity with wood could leave brands and producers without qualified alternatives if market conditions tighten as predicted.\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cstrong>Dive deeper into our findings to learn about concrete next steps for consumer goods brands, paperboard converters, pulp producers, and mills.\u003C/strong>\u003C/p>",{"id":708,"_modelApiKey":595,"__typename":596,"cTitle":597,"cModalForm":598,"cLink":709,"cImage":713,"cAddAnchor":519,"cAnchorLabel":439,"cAnchorSlug":439},"TwgEgjKLR_eTX5Yn9Bw47A",{"__typename":600,"id":710,"cLabel":602,"_modelApiKey":603,"cDoc":711},"fjQofiSmSe6RZwmfb7HgvQ",{"id":605,"url":606,"tags":712,"format":608,"filename":609,"size":610},[],{"id":612,"alt":339,"title":339,"focalPoint":714,"width":614,"height":615,"responsiveImage":715,"blurUpThumb":617,"url":618,"mimeType":455,"format":456,"filename":619},{"x":449,"y":449},{"base64":617},{"id":717,"__typename":718,"cTitle":719,"cLinkLabel":439,"cItems":720},"LEv5w597SLisTuBqZvgedQ","CBlockRedirectionNewsRecord","Related",[721,725,740],{"id":501,"__typename":432,"_modelApiKey":433,"_firstPublishedAt":502,"_updatedAt":503,"cTitle":504,"cSlug":505,"cThumb":722,"cMediaType":438,"cReadTime":439,"cAuthor":339},{"id":507,"alt":339,"title":339,"focalPoint":723,"width":509,"height":510,"responsiveImage":724,"blurUpThumb":512,"url":513,"mimeType":455,"format":456,"filename":514},{"x":449,"y":449},{"base64":512},{"id":726,"__typename":432,"_modelApiKey":433,"_firstPublishedAt":727,"_updatedAt":728,"cTitle":729,"cSlug":730,"cThumb":731,"cMediaType":438,"cReadTime":439,"cAuthor":339},"ClI-YU9XRqW8eaGKK-ajUg","2026-07-28T07:00:02+01:00","2026-07-28T14:28:31+01:00","Canopy welcomes L’Oréal Groupe On World Nature Conservation 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the Forest for the Trees: The Business Case for Next Gen Viscose","seeing-the-forest-for-the-trees",{"id":747,"alt":748,"title":339,"focalPoint":749,"width":750,"height":751,"responsiveImage":752,"blurUpThumb":753,"url":754,"mimeType":469,"format":470,"filename":755},"VYeUmTM0Q8WqomlmFU8tOg","A blue faux leather brief case contains the words, \"The Business Brief 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