SECTOR Pulp and paper


In partnership with the strategy consulting firm and international think tank SustainAbility, Catavento was hired in September 2015 to conduct a project of stakeholders engagement for Fibria. The project aimed to capture the stakeholders perception regarding challenges and opportunities of genetically modified trees. Thus, after a period mapping studies, papers and press materials, Catavento was responsible for conducting interviews with stakeholders based on Brazil, as SustainAbility conducted international interviews.

Through discussion with different experts from the academic community, researchers, investors, customers and NGO’s, the research brought up a consolidated vision about what the Fibria stakeholders see as threats and opportunities in the use of this new technology for planted forests. Furthermore, it was possible to understand the position expected of Fibria when conducting researches and developing new technologies. The initiative of the company in itself to address the issue was seen by many stakeholders as pioneer and innovative, regarding transparency and opening for dialogue.

The consolidation of the research results was presented in a workshop in December 18, 2015, with the presence of Fibria’s CEO, Marcelo Castelli, and other executives. Several specialists of genetic enhancement and representatives of civil society were present as well, many of them being part of the research interviewees.

About Fibria

Fibria is the global largest producer of eucalyptus pulp The company has an annual production capacity of 5.3 million tons, with mills located in Três Lagoas (Mato Grosso do Sul), Aracruz (Espírito Santo), Jacareí (São Paulo), besides Veracel, a mill in Eunápolis (Bahia), in Joint-Operation with Stora Enso. In partnership with Cenibra, it operates Portocel, in Aracruz, the only Brazilian port specialized in pulp shipments. With its operations based entirely on renewable forest plantations, in the states of São Paulo, Minas Gerais, Rio de Janeiro, Espírito Santo, Mato Grosso do Sul and Bahia, Fibria has a total forest base covering 969 thousand hectares, of which 343 thousand hectares are native forests that have been set aside for environmental conservation.

Source: Fibria website