WWF and Tetra Pak

Working together for healthy forests

We all need healthy forests. They help keep our climate stable, absorbing carbon dioxide and releasing oxygen, and they regulate our water supply and improves its quality. WWF and Tetra Pak are working to tackle some of the biggest issues around sourcing of forest products by promoting responsible forest management in order to safeguard forest values, protect biodiversity and social values of the forests.

About the partnership

Since 2006, WWF and Tetra Pak have been working in a partnership to improve the way that forests are managed, combining WWF’s expertise with Tetra Pak’s influence. Today, around 70% of the fibre Tetra Pak uses in its packaging comes from responsibly managed forests certified by the Forest Stewardship Council (FSC), and the remainder can be traced back to a verified source.

Why we have partnered

WWF believes that the corporate sector can – and needs to – be part of the solution in driving positive environmental change. WWF works to leverage the private sector’s power to transform supply chains, engage consumers, and support conservation efforts globally.

WWF and Tetra Pak are working together to tackle some of the biggest issues around sourcing of forest products. Working with Tetra Pak, combining expertise and leadership, we can achieve real change. The joint partnership between Tetra Pak and WWF has had a big impact on Tetra Pak’s suppliers and on their competitors, driving real improvements in forest management.

Mario Abreu TetraPak

“WWF is a fantastic partner for us. They have a great reputation, credible information, and can get action done on the ground in every region. We’re looking forward to continuing to collaborate and find opportunities to work together as we look ahead to 2030.”

Mario Abreu,
Vice President Sustainability, Tetra Pak


  • Since our partnership began, nearly half a trillion Tetra Pak cartons have been printed with the FSC label globally, raising consumer awareness and mainstreaming FSC certification in the packaging sector.
  • Around 70% of the fibre Tetra Pak uses in its packaging comes from responsibly managed forests certified by the Forest Stewardship Council (FSC), and the remainder can be traced back to a verified source.

Below are some of the highlights from the latest phase of the partnership, which ran from 2015 to 2018:


forest china © WangYue

Building demand for sustainable fibre in China

China is the world’s biggest paper and paperboard market, but until recently there’s been little demand for sustainable paper. We’ve been working together to change that.

In 2015, WWF helped launch the China Sustainable Paper Alliance (CSPA), bringing together some of the biggest Chinese and international players in the sector. So far, 14 leading companies have joined the alliance. Members have committed to purchase and produce more recycled and FSC certified paper and packaging, and to work with companies in their supply chains to improve their environmental performance.

In addition, the CSPA has been supporting efforts to raise awareness and demand for sustainable paper among consumers – including WWF-China’s “Green Me” campaign, which highlights the importance of forests in daily life and how FSC-certified products can help protect them. Actor Huang Bo, who has over 30 million fans on social media, is a campaign ambassador: a video he fronted received over 11 million hits.

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Shining a light on forest clearance in Indonesia

Ending deforestation in the region is important for the local people, wildlife and the climate. But also for the reputation of the pulp and paper industry. Although Tetra Pak doesn’t source from Indonesia, our partnership has been supporting projects on the ground

Tropical forests in Indonesia continue to be cleared for pulp and paper, as well as other commodities like palm oil. Although Tetra Pak doesn’t source from Indonesia, our partnership has been supporting Eyes on the Forest, a coalition of local NGOs that investigates and monitors forest conversion and land grabs. Recently, this has enabled the launch of a new website:, and a book, Mata Tajam (Sharp-Eyed), documenting the group’s work. The publication, also available in English, was lauded by the Minister of Environment and Forestry as “credible and consistent” and has also been well received by other government ministers.

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Securing intact forest landscapes

Previously, the WWF–Tetra Pak partnership was instrumental in promoting the concept of areas of high conservation value (HCV) and fostering the development of the HCV Resource Network.

Together we’ve been focusing on a specific type of HCV that requires special protection: intact forest landscapes (IFLs). IFLs are the world’s last remaining areas of forested land undisturbed by human influence. FSC has agreed that they need special protection – but it’s a challenging issue. If restrictions are too rigid, there’s a danger that companies will abandon certified forest management in regions rich in IFLs, instead of being part of the solution.

Building on our work together on HCVs, we’ve been focusing on how to put this principle into practice. At international level, we contributed to developing a set of generic indicators for protecting IFLs which will be the default standard. At the same time, we’ve been engaging in dialogues with environmental and economic stakeholders, providing guidance to companies whose operations overlap with IFLs and helping develop national standards in regions where most IFLs are found – Canada, Russia, Brazil and the Congo Basin. In parallel, we’ve been coordinating with indigenous groups to integrate the protection of IFLs and indigenous cultural landscapes.

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Communicating the value of forest certification

Demonstrating the impact of FSC certification encourages greater uptake of responsible forest management, and adds value to Tetra Pak’s own business.

Our partnership has supported efforts to strengthen systems for collecting and communicating evidence of the impact of certification. Through the Value and Impact Analysis (VIA) project, we’ve been developing ways to translate research and performance data into credible claims that businesses can use about the environmental benefits of FSC. Tetra Pak has also supported WWF research on the business benefits of responsible timber sourcing and the impacts of FSC certification on biodiversity in the Peruvian Amazon. The company has also supported the development of WWF’s Forest Solutions Platform and its popular blog highlighting key forest issues.

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Supporting investment in smallholders and community forestry

Supporting smallholders and communities who manage forests to become FSC certified has been a key part of the WWF–Tetra Pak partnership.

In the latest phase, we’ve sought to guide investment toward strengthening forest management by smallholders and communities and developing their forestry enterprises. We know this investment can deliver social, environmental and economic dividends, but identifying suitable projects can be challenging. As part of the Fair Wood project, we developed a basic screening tool that can help investorsfind promising projects. The tool helps to target countries and sites where there’s good chance of creating viable smallholder and community forestry businesses, and to develop a basic business plan.

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Pioneering plant-based plastics

While wood fibre makes up over 70% by weight of the material in its cartons, Tetra Pak also uses plastics for coatings, caps and straws.

The company’s long-term goal is to use 100% recycled or renewable plastics, so working on sourcing responsible bioplastics has become an important part of our partnership. WWF has produced a series of briefings looking at the risks and opportunities of various materials (feedstocks) for producing bioplastics – microalgae, agricultural and forest residues, sugarcane in Brazil, sugar beet in Eastern Europe, palm oil in South East Asia, and waste animal fats. Through the briefings and other learning events, such as webinars, WWF has enhanced Tetra Pak’s knowledge of environmental and social impacts of different feedstock options, advancing their strategy on responsible sourcing.

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Successful school competition in recycling

Together WWF and Tetra Pak are working to promote recycling throughout Sweden and Finland. We do this through a school competition called Kartongmatchen (The “Cardboard Match”) which aims to increase recycling and to raise awareness among school children about the importance of recycling. The competition started in 2012 and to this day, 220 000 students in Sweden and Finland have been involved in the recycling competition. Read more about the competition here: (link in Swedish).

About Tetra Pak

Tetra Pak is the world’s leading food and drink processing and packaging company. In 2018, more than 189 billion Tetra Pak cartons were sold in over 160 countries. These cartons are mostly made from paperboard, making Tetra Pak one of the biggest players in the global pulp and paper market.

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Camilla Välimaa

Manager Corporate Partnerships


Senast ändrad 14/02/20

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