These were the messages being delivered at the Confederation of European Paper Industries (CEPI) annual meeting held in Belgium last week.

Holmen Paper president and chief executive Magnus Hall said the industry needed to be prouder of itself and its achievements.
"Paper goods are part of daily life. There should be a way of telling people they are good products," he said.

Sappi Fine Paper Europe chief executive Wolfgang Pfarl agreed and said the industry is dogged by an unfair image.

"We need to formulate a message and strategy to prove sustainability along the value chain, as well as making sure that this is explained to consumers."