What are our client's challenges? What are the needs of our client's customers? In attempting to answer these questions, the commercial activity acquires new nuances and widens the spectrum of opportunities for both parties, favoring long-term ties.

In order to identify opportunities and risks, we increased touch points in our customer base. Fibria understands the value chain and its role in it more as a P2P business (people to people) than as a B2B business (business to business). And to this end, we believe in connections made by people.

These beliefs led the company to transfer the Commercial Director, Henri Philippe van Keer, to the office in Lustenau (Austria) for the next two and a half years. The transfer will bring the company closer to the largest pulp market, Europe, and facilitate interaction with the fastest growing market in the world, Asia. We will gain agility in analyzing and understanding the solutions we can use for our clients. With this decision, the company expects to be better positioned to meet the main challenge of 2017: to defend our value proposition in an increasingly competitive global scenario.