Paper360 - March/April 2018 - 40

millwise | TISSUE

Fapajal Tissue:
Old, New & Customer-Centric
A digital-age mindset-with a human touch and a 'boutique'
approach-forms the core of this company's strategy.

What may be the oldest running paper machine in Europe continues to produce specialty tissue
products. Driven by belts and pulleys, it was state-of-the-art at the time of Portugal's industrial
revolution. Gonçalo Malafaya, COO of Fapajal, has a special fondness for this living museum.

In 2015, the turnaround team
of the Portuguese telecom company ONI
Communications was looking for its next project; Xavier Rodriguez-Martín and Rui Sequeira
Martins were determined to breathe new life
into another business. As unlikely as it may
seem, they landed on Fapajal, a tissue producer
on the edge of Lisbon with origins going back
to the 18th century.
Founded by monks seeking refuge after
Portugal's famed earthquake of 1755, facing
severe floods and neglect several times over,
Fapajal had faced its challenges. The last owners
of this small tissue producer had made great
strides with modernization and growing export
sales. But why Fapajal for the financial and marketing whizzes of ONI?
Says Rodriguez-Martín, president, "When
we discovered Fapajal, we immediately saw a fit
for our business approach. We could use digital
expertise to build a future around existing and
new customers. With customers at the Fapajal
core, we could transform a traditional company
40

Paper360º

MARCH/APRIL 2018

into a globally-focused niche player. Passion,
soft technology, and customer-centric practices
could create something different-maybe even
a model for all of Portugal."
The group of telecom investors purchased
Fapajal Tissue in 2016. They focused on modernizing the company's infrastructures and
processes, as well as developing new products,
markets, and international customers. Today,
at just under 30 million euro in annual revenue
(about US$36.5 million), employing approximately 200 people, they are by design a creative
player in a vast global business segment.
THE HANDS-ON DIGITAL BOUTIQUE
When you consider some of the biggest successes in recent years, like Uber and Airbnb,
traditional businesses have been ignited by the
digital marketplace and strong customer-buyer
relationships. The same principles applied for
Portugal's ONI telecom provider, where close
interactions with customers are the central
business asset.

In Fapajal's case, the tissue manufacturing
and converting facilities exist to support each
individual customer. Everyone who works at the
company has a mission to satisfy what customers want and expect, much like a boutique hotel.
"Of course we must deliver quality tissue; we
are not simply selling sunshine. Our existing
customer relationships and new ones are being
strengthened because of our responsiveness to
them as individuals. We are adapting our products and our supply chain to fit unique requirements. We use sophisticated software and IT to
bring us closer," says Rodriguez-Martín.
Fapajal's parent rolls go primarily to Europe,
Africa and, in the near future, America. Major
retail companies serving corporate customers,
wholesalers, and distributors specialized in market niches buy converted, ready-to-sell products.
Fapajal's Papercare concept is built around
"the reinvention of comfort." As Carla
Marreiros, CMO likes to say, "We contribute
actively to the well-being of our customers and
their customers, who make and use couch rolls,
napkins, toilet paper, paper roll towels, table
covers, and wipes."
Rodriguez-Martín continues, "Global brands
like Makro, Elis, and Cannon Hygiene, as well as
local brands including Recheio and Progelcone,
appreciate our approach to business. Each customers' feedback is crucial for our modus operandi, based on prompt and flexible responses
in view of continuous improvement."
MACHINES SPANNING 150 YEARS
Fapajal has three tissue machines. TM 1 is a
notable European antique dating back to 1870.
It is driven by belts and pulleys and runs very
slowly, but it is still producing quality tissue
products, such as tablecloths and novelties. TM 2
uses recycled paper and virgin pulp for speciality
grades. TM 3, installed in 2012, is a 55 tpd workhorse, producing most of the company's parent
rolls. The hardwood and softwood furnish, as
well as recycled fiber, are refined separately.
www.tappi.org


http://www.tappi.org

Table of Contents for the Digital Edition of Paper360 - March/April 2018

Setpoint
Over the Wire
The Importance of Safety Training
Data & Decision Making
RISI European CEO of the Year: DS Smith’s Miles Roberts
Buckman’s Junai Maharaj on ‘The Art of the Possible’
Fapajal Tissue: Old, New & Customer-Centric
Progroup Turns 25
PIMA, Paper360° Co-Host Executive Panel
Creating a Lignin Culture
Benefits of Drive-Through Design
Sustainability as Business Leverage
CIPTE Show Highlights Innovation and Sustainability
TAPPI Journal Summaries
Leadership in Maintenance: Where Do We Start?
As a New Reliability Engineer, Are you Confused About Your Role?
R&M Tips
Paper and Board Have Key Roles in the Future of Packaging
Global Paper and Paperboard Demand Growing Despite Declines in Graphic Paper
PPI Awards Showcase Industry Excellence
TAPPI News
ASPI News
Index of Advertisers
Paper360 - March/April 2018 - intro
Paper360 - March/April 2018 - ebelly1
Paper360 - March/April 2018 - ebelly2
Paper360 - March/April 2018 - cover1
Paper360 - March/April 2018 - cover2
Paper360 - March/April 2018 - 3
Paper360 - March/April 2018 - 4
Paper360 - March/April 2018 - 5
Paper360 - March/April 2018 - Setpoint
Paper360 - March/April 2018 - 7
Paper360 - March/April 2018 - 8
Paper360 - March/April 2018 - Over the Wire
Paper360 - March/April 2018 - 10
Paper360 - March/April 2018 - 11
Paper360 - March/April 2018 - The Importance of Safety Training
Paper360 - March/April 2018 - 13
Paper360 - March/April 2018 - Data & Decision Making
Paper360 - March/April 2018 - 15
Paper360 - March/April 2018 - 16
Paper360 - March/April 2018 - 17
Paper360 - March/April 2018 - 18
Paper360 - March/April 2018 - 19
Paper360 - March/April 2018 - 20
Paper360 - March/April 2018 - 21
Paper360 - March/April 2018 - 22
Paper360 - March/April 2018 - 23
Paper360 - March/April 2018 - 24
Paper360 - March/April 2018 - 25
Paper360 - March/April 2018 - 26
Paper360 - March/April 2018 - 27
Paper360 - March/April 2018 - 28
Paper360 - March/April 2018 - 29
Paper360 - March/April 2018 - 30
Paper360 - March/April 2018 - 31
Paper360 - March/April 2018 - RISI European CEO of the Year: DS Smith’s Miles Roberts
Paper360 - March/April 2018 - 33
Paper360 - March/April 2018 - 34
Paper360 - March/April 2018 - 35
Paper360 - March/April 2018 - Buckman’s Junai Maharaj on ‘The Art of the Possible’
Paper360 - March/April 2018 - 37
Paper360 - March/April 2018 - 38
Paper360 - March/April 2018 - 39
Paper360 - March/April 2018 - Fapajal Tissue: Old, New & Customer-Centric
Paper360 - March/April 2018 - 41
Paper360 - March/April 2018 - 42
Paper360 - March/April 2018 - 43
Paper360 - March/April 2018 - Progroup Turns 25
Paper360 - March/April 2018 - 45
Paper360 - March/April 2018 - 46
Paper360 - March/April 2018 - 47
Paper360 - March/April 2018 - PIMA, Paper360° Co-Host Executive Panel
Paper360 - March/April 2018 - 49
Paper360 - March/April 2018 - Creating a Lignin Culture
Paper360 - March/April 2018 - 51
Paper360 - March/April 2018 - 52
Paper360 - March/April 2018 - 53
Paper360 - March/April 2018 - Benefits of Drive-Through Design
Paper360 - March/April 2018 - 55
Paper360 - March/April 2018 - Sustainability as Business Leverage
Paper360 - March/April 2018 - 57
Paper360 - March/April 2018 - CIPTE Show Highlights Innovation and Sustainability
Paper360 - March/April 2018 - 59
Paper360 - March/April 2018 - TAPPI Journal Summaries
Paper360 - March/April 2018 - 61
Paper360 - March/April 2018 - 62
Paper360 - March/April 2018 - 63
Paper360 - March/April 2018 - 64
Paper360 - March/April 2018 - Leadership in Maintenance: Where Do We Start?
Paper360 - March/April 2018 - As a New Reliability Engineer, Are you Confused About Your Role?
Paper360 - March/April 2018 - R&M Tips
Paper360 - March/April 2018 - Paper and Board Have Key Roles in the Future of Packaging
Paper360 - March/April 2018 - 69
Paper360 - March/April 2018 - Global Paper and Paperboard Demand Growing Despite Declines in Graphic Paper
Paper360 - March/April 2018 - 71
Paper360 - March/April 2018 - PPI Awards Showcase Industry Excellence
Paper360 - March/April 2018 - 73
Paper360 - March/April 2018 - 74
Paper360 - March/April 2018 - 75
Paper360 - March/April 2018 - 76
Paper360 - March/April 2018 - 77
Paper360 - March/April 2018 - 78
Paper360 - March/April 2018 - TAPPI News
Paper360 - March/April 2018 - 80
Paper360 - March/April 2018 - ASPI News
Paper360 - March/April 2018 - Index of Advertisers
Paper360 - March/April 2018 - cover3
Paper360 - March/April 2018 - cover4
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