UPM has launched an innovative website showing how the company sources its wood from Russia.
The “traceIT” site, a continuation of a UN award-winning project, contains video clips from Greenpeace, the Russian Ministry of Natural Resources and auditor Det Norske Veritas.
The clips provide views on the current situation in Russia, UPM’s performance and ideas on how the company can improve its operations in the country.
Flash presentations show a log’s journey from the forest to end product, while an interactive traceIT mapping system allows users to click on a map to see photos and logging site information from audits.
Another feature includes the views of Russian people and professor Matti Kärkäinen on the social and economic importance of forestry in Russia.
The site, www.upm-kymmene.com/traceit, is the result of collaboration with companies Axel Springer, Otto and the Guardian Media Group
Axel Springer corporate sustainability officer Florian Nehm said: “The process to develop the traceIT site has provided a valuable forum for a wide range of stakeholders to openly give feedback on how UPM operates.”
