Fiber company Sustana is starting the new year with new branding. It launched a rebrand and fresh logo as it rolls subsidiary companies — including Sustana Fiber, Rolland and Hanna Paper — under the greater Sustana brand to create a unified company that offers multiple types of fiber products and services.
The company views the move as a way to highlight its sustainability and contributions to the circular economy. Sustana will encompass the production of paper for packaging and other uses in addition to fiber recycling.
“We're moving from just being looked at as a typical pulp and paper company — we're a clean material company,” said Renee Yardley, senior vice president of sales and marketing at Sustana.
From sourcing material to recycling the fiber to producing finished goods, “the company does all of it,” Yardley said.
“Putting them under the same name, it allows us to talk about the whole story” and to streamline operations, Yardley said. “We're not just talking about sustainability, we're really practicing it through the circular economy. ... You don't have a lot of companies out there that are doing all of those processes.”
The company’s Wisconsin mill already processes items for recycling that some competitors don’t, such as paper cups, and it worked with Starbucks on a pilot project to demonstrate that the coffee behemoth’s cups can be recycled into new cups. Two years ago, Sustana joined other prominent North American mills in signing a commitment to increase paper cup recycling. 100% of the products Sustana produces are recyclable and compostable, according to its 2022 sustainability report.
Wisconsin-based Sustana combined with Toronto-based Hanna Paper, a recycler, in August. A business unit of investment firm Blackstone acquired Sustana Fiber in 2021, calling the company a “fast-growing leader in this sector.”
No change to existing products or services is anticipated under the unification effort, Yardley said. Sustana has 12 locations in North America, eight of which are dedicated to material recovery such as recycling or shredding, including in Connecticut, Maryland, Massachusetts, New York and Ohio.
