The market in a singular moment, Carlos Muriel, Sales & Marketing Director, Pasaban, S.A. - Paper Technology International 2025 FlipBook - Journal - Page 109
The market in a singular moment, Carlos Muriel, Sales & Marketing Director, Pasaban, S.A.
PAPERTECHNOLOGYINTERNATIONAL
Figure 4: (Above-left) Auto-slitting section.
Figure 5: (Above-right) Cross-cutting motor enclosure.
Our Industry
As outlined above, the European paper and board industry
has faced significant increases in the cost of raw materials such
as wood pulp, as well as in energy prices due to the energy crisis
and supply chain disruptions. At the same time, demand for board
products has risen—particularly in packaging and e-commerce—
driven by changes in consumption habits and the advance of
digitalisation.
Key factors include:
a) Energy and raw material costs – The rise in energy and
pulp prices directly affects companies’ profitability.
b) Environmental regulations – Europe’s strict ecological
standards influence production processes and resource
sustainability.
c) Innovation and sustainability – The trend towards
greener, recyclable products encourages firms to invest in
sustainable technologies and the circular economy.
d) Market demand – The growing need for sustainable
packaging and the recovery of the tissue paper sector affect
production and strategy.
e) Falling demand in certain product categories – While
substrates such as tissue or corrugated board have grown
notably, others—like writing paper, specific graphic papers,
and some packaging board categories—are still declining,
particularly in the Eurozone, due to the factors previously
mentioned.
There is a certain parallel between market conditions in
Europe and America, where in many cases circumstances are quite
similar. It should be noted, however, that Asia, especially China, is
developing at a markedly different rhythm.
In conclusion, the European paper and board industry is
undergoing a period of adaptation marked by uncertainty, rising
costs, and tighter regulations, but it is also opening up to new
opportunities driven by sustainability and innovation.
PASABAN Within This Cycle
For PASABAN, as a capital goods manufacturer with
operations in key regions, this unique situation presents particular
challenges. The company continually works to optimise processes
and provide professional service to its customers, recognising that
its contribution is a key factor in their success. Supporting that
success means investing in the future and fostering the growth and
development of the industry—for the benefit of employees, partners,
and the wider international community.
In this context, PASABAN is committed to continued
innovation, adopting sustainable technologies, and promoting
responsible practices that enhance the competitiveness and
resilience of the sector. Carlos Muriel, PASABAN’s Sales &
Marketing Director, explains: “We firmly believe that by working
together with a future-oriented vision, we can overcome today’s
challenges and build a solid path toward sustainable, long-term
growth for the entire paper and board industry.”
New Developments
In many cases, the uniqueness of these times leads
customers and prospects to present unusual requests and
proposals. From a professional standpoint, this is logical: in stable
times, decisions and projects tend to be conservative, but it is during
challenging periods—when uncertainty and difficulty are greatest—
that new ideas and approaches arise.
In such times, flexibility, creativity, and adaptability are
essential to finding innovative solutions and staying on course.
Adversity strengthens relationships and generates opportunities
which, with vision and joint effort, can transform challenges into new
avenues of growth and success. As Carlos Muriel states, “PASABAN
has always championed the exploration of new developments
and engagement with customer concerns. Some proposals may
not move forward, but others emerge with strength and become
excellent solutions.”
Muriel adds: “Our R&D and technical departments are firmly
committed to evaluating, analysing, and proposing tailored solutions
to meet our customers’ specific needs.” Above all, our professional
responsibility is to provide sound advice, identifying high-potential
proposals and clearly explaining why others may not be viable.
The integration of new technologies, and the implementation
of AI in our processes and applications, are always top of mind.
109
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