All for One and One ARAUCO for AllOthers
A message from Kelly Shotbolt, President - ARAUCO North America
I hope the new ARAUCO logo has caught your eye. Considerable thought went into creating our new corporate logo and visual identity bolstered by the tagline “Renewables for a Better Life.”
The new logo and corporate tagline are important components of the One ARAUCO initiative. This initiative is more than a subtle shift in our branding strategy. It represents a fundamental change in how we go to market, with a more customer-centric approach to our business. All ARAUCO’s business units around the world have banded together to embrace the One ARAUCO initiative as represented by our new look and feel. And by subscribing to core principles and sharing best practices, we can serve our customers better and run our mills more efficiently, more safely and with a reduced footprint on the environment.
While the company remains deeply rooted to adding value to our company-owned forests, it has quickly grown to become the second largest manufacturer of wood composite panels by untethering our growth from our own forestland. We developed considerable competence in our industrial activities, and we now dream even bigger, and add value to sustainable wood fiber in new regions around the world. During the past five years ARAUCO has emerged as a major composite panel producer on the global stage mainly through strategic acquisitions in North and South America, in Europe and in South Africa.
And the journey continues…
While the One ARAUCO initiative sets a common course for the company’s vast and diverse business holdings, it still gives us the requisite latitude to serve the unique needs of customers in our individual markets.
Adding value for our customers and our customers’ customers is at the heart of One ARAUCO. We have made a concerted and deliberate effort to become more market driven with even greater attention to service, quality and product development. The information systems and metrics we now have at our disposal enable us to swiftly respond to the changing demands of the North American market and our customers.
In addition, all of our mills have been substantially upgraded with new value-added technologies, a testament to ARAUCO’s commitment to the North American market.
Nothing speaks louder about ARAUCO’s long-term commitment to North America than the state-of-the-art particleboard plant under construction in Grayling, Michigan. The Grayling mill is a big-scale facility with one of the largest-capacity particleboard presses in the world. It will also have two TFL presses, with room for more, including one with two-sided embossed-in-register capability, and a panel saw that provides custom sizing flexibility second to none.
We’ve also addressed our customers’ need for just-in-time delivery by integrating the largest warehouse in our system into the Grayling facility. It will stock up to three weeks of inventory.
As you can see, there is much to celebrate about One ARAUCO. We are moving forward on more solid operational footing than ever to service our customers like never before. The future of ARAUCO around the world and here in North America has never looked brighter.