Renova FPA, SA

For a new well-being

Friday 7 June 2013, by MariaInes

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A. The main facts about the activities of the company.

Renova – Fábrica de Papel do Almonda, SA, is a privately held and independent Portuguese company established in 1939 in Torres Novas, Portugal. The company’s operates in the tissues industry, as referred, which consists of disposable paper, such as toilet paper, kitchen rolls, napkins, tissues, feminine hygiene products, in addition it also produces office paper. It is the leading brand within their industry in Portugal, 3rd in Spain, and is among the top tissue brands in Western Europe. Renova’s production and investigation activities occur fully in two factories in Portugal, employing 590 people. In addition, due to its international expansion it also owns commercial subsidiaries in Spain, France, Belgium and Luxemburg. In 2011 sales reached €135 million, with a total production of

Since 2005 the company stands in the pedestal of the most innovative brands in the World , for the launching of black toilet paper, and further of many other colours and drawings. Its innovative products within an extremely commoditized category – tissues, allowed for recognition at a worldwide level. In particular within the marketing strategy field, where its object of study .

Although the black toilet paper company, as it is known, it is more than a good marketing case. The company’s holds a holistic vision of the World established through its mission: “For a new well-being”. The values founding its mission are based on the connection between the body and the mind (due to the nature of its products), though also with everything that relates to their well-being. Such as respect by the Nature and its Beauty as mentioned in their statement where “(...) the human being on the exercise of its freedom must respect the Laws of Nature. He is not the Supreme Being of the Universe thus is shouldn’t interfere with the Nature, nor with its equilibrium.”
With this motivation and conscious of the negative impact intrinsic to its business Renova made a public commitment to the Environment in 1993, when the company’s first Environmental Declaration was emitted. The 2011 Declaration is the one ruling .
Since then Environmental Sustainability is at the core of its business, being the conductive force of its operations. An Environmental Management System is integrated with other Management Systems such as: Quality and Health Safety Management; Innovation, Research & Development; Lab Quality.

The commitment with the Environment and Sustainability is reflected in Renova’s goods created with 50% of recycled paper pulp and the remaining natural fibers.
In 2007, the company launched a line of products – Renovagreen, produced with recycled materials exclusively, and through production processes with zero Environmental impact.

The Environmental Management System Policies are defined by the Board, which ensures the means for the feasibility of its goals. These are then ensured by the Environmental Management Department, which does the planning and resource management necessary for its accomplishment. The procedures are then communicated to the Operations Management Department which are responsible for the implementation and coordination.
This vertically integrated modus operandi allows a continuous improvement in production process towards environmental sustainability to be ensured. Which are measured and reported by Environmental Performance Indicators, related to the main impact of its activities:
-  Energy
-  Water
-  Materials
-  Atmospheric Emissions
-  Waterwaste
-  Residues

The application of this Environmental practices is certified by the EMAS - European Union Eco-Management and Audit Scheme and the EcoLabel -European Union Environmental Label.

In addition to the concern related to its business Renova engages in educating Society and promoting activities that enhance the importance of respect over the Planet’s Biodiversity, such as:

-  partnerships with Universities and Investigations Institutions for the development of environmental sustainable technologies;
-  Consumer educative marketing campaigns towards Recycled products;
-  Provision of agricultural land parcels to its employees for the practice of biologic agriculture;
-  Development of Centrals for Recycling practices in Portugal;
-  Campanha “Renova o teu Papel na UL” (Campaign Recycle your paper at the University of Lisbon”, consisting of a campaign where disposed office paper is collected from University of Lisbon by Renova, and 100% recycled toilet paper is returned;
-  “AmorCausa” (“LovePurpose” project), relating Renova with Contemporary Arts development, with François Rosseau photographer creating a book with photographs portraying the Beatitudes, a Universal text. The scenes were in Rocinha, the largest favela in Rio de Janeiro, to which all the copyrights of the book were donated, towards well-being development NGO – ASPA;

B. The Ethical challenges this company is addressing.

Renova is committed towards the Well-Being of people and the Environment , which act as the driving forces of their business.
The company is conscious about the impact of its business, and challenges the standards by continuously improving its process towards sustainable practices.
In Renova Environmental Declaration it is stated that that environmental impacts have no throwback, thus it is their responsibility to integrate it in their mode of doing business for a vision of Future to be possible.
The company is addressing the unethical characteristic endowed to a paper disposal business in a proactive manner; by behind ahead of what is regulated.
Related to reduction of the levels of Water consumption, utilization of recycled materials as the prime resource; Water treatment stations and daily practices for Rio Almonda, the company’s main water supply river, reduction of the usage of inorganic residues;

Moreover Renova extends its scope of action on Environmental awareness by trying to promote a movement together with its suppliers, partners, customers, employees and overall Society. This is aligned with its mission of fostering Well-Being from the most fundamental aspects.

From 2010 Environmental Declaration ruling, the foundations of Renova FPA, SA commitment with the Environment are as follow:

-  Protect the Ecological System and exploit natural resources and energy in a careful way;
-  Promote sustainable technology development;
-  Develop Environmental Sustainable collective awareness;
-  Strengthen the relationship with the citizens and the community;

C. What makes you believe this company is really ethical and why you trust it?

In my opinion Renova is a trustful company hence its ethical values are at his roots, basis its business strategy. Its mission of promoting a “new well-being” reflects the awareness that our actions impact the World, and that the current state of order is not sustainable. Thus, its vision of the World is of one with Harmony and respect for the Nature, which will then foster well-being.
Moreover, its activities are all based on this view, being the structure of the company directed towards Environmental and Well-being practices.
Additionally, Renova engages in several actions to promote this vision of the world among Society. Which are often not mentioned, evidencing a truthful purpose, and not a PR purpose, meaning that Green Washing is certainly not the motive for Renova’s Ethical practices.

D.The possible challenges facing the company in the future and how you think this company may improve.

Renova should continue it’s engaged with the Environment and the Society, fostering better business practices and sharing its holistic view of the World has it has been doing.

Improvements should consider production of recycled paper exclusively and continued effort to develop technologies reducing natural resources usage.

Moreover it should take advantage of its worldwide reputation, and make use of its Next Generation Brand Award to change the “rules of the game” in the tissue industry towards Environmental Sustainable practices exclusive. For that it should promote its efficient and ethically responsible strategy, which still allows for great profits.

Bibliography

 [1] “Next Generation Brands List”, http://www.nextgenerationbrands.com/

 [2] “Renova Toilet Paper: Avant Garde Marketing in a Commoditized Category”, Raquel Seabra de Sousa, 2009, INSEAD, Overall Award at the ECCH Case Awards 2012, http://www.insead.edu/facultyresearch/renova/home/

 [3] Renova 2011 Environmental Declaration (Portuguese),http://renova.ficheirospt.com/doc/dec_amb2011.pdf

http://www.renovaonline.net/news/?page_id=2

http://www.renovaonline.net/news/?page_id=48

http://www.tissueworldmagazine.com/operations-report/portugals-tissue-pioneer-renova-innovates-to-thrive/

http://expresso.sapo.pt/portugal-com-10-empresas-de-rotulo-ecologico=f409822 (Portuguese)

http://www.amorcausa.com/amorcausa.HTM

Footnotes

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Location: Torres Novas (Portugal)

Sector: Wholesale and retail trade, Manufacturing

Official website: http://www.myrenova.com/pt

Nbr. visits: 1817