Q&A with Jon-Jested Rask

What are the key opportunities and challenges in the tissue market today, and how can Valmet support customers in achieving success?

The tissue market is being driven by several important trends, creating both opportunities and challenges for producers.

A key opportunity lies in the growing demand for high‑quality, differentiated tissue products. Urbanization, increasing hygiene awareness, and changing consumer expectations are pushing demand toward products that offer improved softness, strength, hygienic properties, and sustainability. Valmet supports customers in meeting these expectations through advanced tissue technologies and flexible production solutions that enable differentiation.

At the same time, there is an increasing need for reliability and productivity over the full lifecycle. In a volatile market environment, maintaining uptime, safety, and stable performance is more critical than ever. Avoiding asset obsolescence and ensuring long-term operational efficiency are central concerns. We partner closely with our customers throughout the entire lifecycle – from project development to ongoing optimization – to maintain peak performance over time.

Customers today expect advanced digital services and automation solutions that seamlessly connect data across processes, such as between the tissue machine and the converting line. Leveraging integrated data flow enables continuously improved operational performance, including efficiency, quality, and overall output.

Another major challenge is rising cost pressures combined with sustainability demands. Higher costs for energy, raw materials, and operations must be balanced with stricter environmental expectations. Valmet addresses this by offering energy- and resource-efficient technologies, as well as data-driven process optimization that helps customers reduce emissions while staying competitive.

Finally, the industry is experiencing workforce-related challenges, including difficulties in recruiting and retaining skilled operators. To address this, there is a growing need for training and digital or AI-supported tools. We support our customers with comprehensive training programs, simulators, and remote support solutions that empower operators and improve daily performance.

Where do you see Valmet’s Tissue business area in the long term? Could you summarize it in three main points?

Looking ahead, Valmet’s Tissue business is focused on three key priorities:

1. Becoming the leading lifecycle partner for the global tissue industry
   Valmet aims to support customers across the entire lifecycle – from initial project development to operations, upgrades, and optimization. By continuously developing its service offering and working closely with customers, we ensure our solutions evolve in line with changing needs.
2. Driving sustainable performance and profitability
   Sustainability is embedded in everything Valmet does. The focus is on reducing energy, fiber, and water consumption while increasing production efficiency. This enables our customers to meet their environmental targets without compromising competitiveness or profitability.
3. Continuously innovating together with customers
   Innovation remains a core priority. By combining world-class tissue technology with automation, services, and deep process know-how, Valmet helps customers stay ahead in an ever-changing market. Close collaboration ensures that innovation is practical, relevant, and impactful.

Now that Valmet has an even stronger, end‑to‑end tissue technology offering, how does this enhanced portfolio enable better customer support throughout the lifecycle?

Valmet’s strengthened end-to-end portfolio brings clear benefits across the entire customer lifecycle. Our process knowledge covers the entire value chain from stock-prep to palletizing.

First, it enhances operational reliability and performance over time. With a comprehensive approach that integrates technologies, automation, and services, we enable sustainable production, predictive maintenance, and rapid support – helping customers maximize uptime and profitability.

Second, it provides one trusted partner for long-term success. By offering a full portfolio, we can adapt to customers’ evolving needs – supporting upgrades, capacity expansions, and sustainability improvements at every stage of the lifecycle.

Finally, it enables optimized performance through integrated solutions. By aligning tissue machines, converting technologies, automation systems, and service expertise, we help our customers improve efficiency, product quality, and reliability across both production and converting operations.

What motivates and inspires you most in the tissue business?

There are several factors that make the tissue business particularly meaningful and inspiring for me.

One key driver is seeing customer success translate into everyday essentials. Tissue products play a vital role in hygiene and well-being worldwide, making the impact of this industry both tangible and significant.

Another source of motivation is close collaboration with customers. Working together and witnessing customer success firsthand creates a strong sense of purpose and shared achievement.

Finally, innovation driven by people and purpose is a continuous source of inspiration. The combination of skilled Valmeteers, strong partnerships, and a clear sustainability agenda creates a dynamic and rewarding environment.