Hayward, who is managing director of PJ Paper, has over 15 years experience of paper product manufacturing and acknowledges that the industry has changed substantially during this time.
"When the New Zealand Paperboard Products Association (NZPPA) started in the 1950s, the issues were very different," says Hayward.
"Today's consumer increasingly wants to be assured that the paper products and packaging they buy are sourced from sustainably managed forests or are made from recycled paper.
"They also expect to be able to recycle the product and its packaging after use. Our industry has had to adapt to changing demand.
"In the last decade, we have increased paperboard packaging recycling from around 50 per cent to 72 per cent which is one of the best paperboard recycling rates in the world.
"The NZPPA has played a pivotal role in driving awareness of the environmental impacts of our industry and we need to continue to drive the momentum.
"Key to success will be the active role which we play in education particularly our involvement in Apprentice Training and Awards programmes and the annual Pride in Print Awards.
"Paper products and packaging will continue to have a high environmental profile. They are, for example, 10th on the European Union’s list of materials with the highest environmental impacts.
"It is critical that we actively promote the benefits which our products have for New Zealanders. A gram of packaging is seen as an environmental hazard but a kilogram of rotten food which was not adequately packaged is often ignored.
"With increasing efficiencies, the paper industry is stabilising its resource consumption but this is being offset by increased demand for our products.
"The NZPPA along with the New Zealand Paper Forum has an important advocacy role in working with stakeholders such as local and central government to promote a better understanding of the issues which our industry faces particularly because of the lower costs of off shore manufacturing.
"Over the past year we have also helped provide an operational insight into the impact which changes such as co-mingled collections could have," concludes Hayward.
The NZPPA comprises 27 members who manufacture paper products and packaging and as such represents a significant part of New Zealand’s manufacturing industry.
