After a short break during the pandemic, Asia Pulp & Paper (APP) Sinar Mas was back in Dubai, UAE to unveil new products and innovations and give appreciation to valuable customers and
converters.
More than a hundred partners gathered in the event on Thursday, 17 November at the Sheraton Dubai Creek Hotel for an interactive evening with APP’s team. Distinguished representatives from Indonesia were also among the guests,
including Mr Djarot P. Putro from the Indonesian Consulate General and the chief of the Indonesian Trade Promotion Center in Dubai, Mr Muhammad Khomaini.APP took this opportunity to thank those that stood by and supported them
during the challenging period of the Covid-19 pandemic as well as relay product updates to keen customers, including breakthroughs and product developments.
“We’re firmly on the road to recovery post-Covid…markets are opening up and demand is highly encouraging,” said Export Sales Head for Middle East & AfricaSandeep Raina, adding that APP is committed to delivering the best to their
customers despite shortages in the market and fluctuating energy prices. One of the highlights of the evening was a showcase of IK Signature – a highquality, premium-grade photocopy paper deserving of all its accolades. The best
of its kind currently in the market, IK Signature boasts high smoothness, thickness, brightness and whiteness, suitable for the printing of business reports
and company profiles to leave a great impression.“We’re excited to present our top-of-the-line products which are always wellreceived in Dubai. The goal is to have happy, satisfied customers who associate
Asia Pulp & Paper products with excellence and quality,” said Anil Sharma, Head of Product Research & Development.
Sharma also championed the Goldencoin Luxe paper, certified for its performance using HP Indigo Press. After testing the paper’s fixing, runnability, and overall compatibility with the printer, Goldencoin Luxe was found to
perform well with high levels of ink coverage and is also recommended for printing photos and visuals.
Next, Sharma shared how the Greaseproof line - with Greaseproof Regular and Greaseproof Cupcake - is a 100% Food-Grade biodegradable and compostable product and certified for dry and fatty food with excellent grease and heat
resistance.Other products on showcase were Cupstock, a single-ply uncoated paper made from 100% virgin pulp, as well as Straw Paper with excellent edge wicking for good resistance to swelling.Responding to global market demands for alternatives to plastic packaging, APP elaborated more about its Foopak Bio Natura portfolio of plastic-free,
compostable, and microwaveable food packaging. The innovative and fully sustainable food packaging option is bio-degradable within 24 weeks and
certified plastic-free for curb-side recyclability.
“More and more environmental-conscious consumers are asking for safe options to replace their plastic plates and cups. Governments are responding to this and retailers must follow suit. Our Foopak Bio Natura products are commercially available today and have been market tested to provide both sustainability and
functionality,” added Sharma.The evening closed with an awards ceremony given out to the best-performing partners for various APP products marketed and sold in 39 countries in the
region. The company acknowledged long-term business associates who continued working together through the uncertainties over the last two years. “Middle East and Africa is an important area for us. It is thanks to you that we’ve
managed to build a strong presence here and remain top of mind for our paper,
packaging, and hygiene products,” Raina said.Enthusiastic customers welcomed the news of exciting innovations and pledged
their support for APP’s strength in the region.
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