Think Scenarios, Respond Fast − How the Wood-Panel Industry Adapts to Change by Embracing Sustainability and Innovation - s01e08

2024. 03. 07.

#SWISS KRONO #Vásárosnamény #Crisis management #Wood-panel industry #Sustainability

The recent economic challenges from the energy crisis to inflation to recession have taken a toll on the wood panel industry that is further under constant pressure to comply with sustainability requirements. Swiss Krono, a leading producer of laminate flooring and wood-based panels led by example when it tackled those issues head-on. CEO Martin Brettenthaler, who has left the firm in the meantime, shared the recipe for constant adaption and how it is possible to fight climate change in this energy-intensive sector.

The sharp drop in demand for building materials, especially in the residential segment, is the latest blow the wood panel industry had to endure. But that’s just another excuse to rethink old wisdoms, and that’s what Swiss Krono also did at its newest plant in Vásárosnamény, located in East Hungary.

Now, Swiss Krono is not caught by surprise by gloomy market developments as during the pandemic they learned the lesson already: you need to think scenarios and respond fast when it comes to crisis management.

What we are trying to do on the federation level is to change perception as we need to fight for the same scarce skilled labor just like everyone else and we need to make sure that political decision makers understand the true potential of our industry to make sensible decisions when it comes to forestry legislation,

now former CEO Mr. Martin Brettenthaler said on the show who is also the president of the European Panel Federation.

He further shared that innovation takes place on three levels: to make production more efficient, develop products with new functionalities, and make sure the highly regulated market gets modernized.

Listen to the full show and find out:

to what extent Swiss Krono can rely on sustainable forests to cover its raw material needs,
how solidarity played a crucial role within the company when the war in Ukraine broke out,
why our guest recommends HIPA to foreign investors,
why the company teamed up with a leading AI firm, and
what Mr. Brettenthaler had to discuss with French president Monsieur Emanuel Macron

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