Founded in 1938, Södra is Sweden's largest forest owners' association, representing more than 50,000 family forest owners. The group has built a world-leading industrial system with diverse operations, including pulp mills and sawmills, and a product portfolio spanning biochemicals, biofuels, and dissolving pulp. In 2024, forests managed by its members covered 2.8 million hectares, and the group reported net sales of SEK 29 billion.

Johannes Bogren emphasizes that rising public concern for forests has made sustainable forestry a key focus. In response, Södra follows strict sustainability standards, setting aside conservation areas, promoting broadleaf species, restricting land-use changes, and avoiding chemical use. To address market volatility and higher raw material costs, the company is improving efficiency and maximizing resource utilization.

The EU Deforestation Regulation (EUDR), effective from December 30, 2025, aims to curb deforestation risks tied to products entering the EU, significantly impacting the man-made cellulosic fiber industry. In response, Södra is seeking alternative raw materials and has launched OnceMore®, the world's first large-scale process for recycling blended fabrics.

OnceMore® aims to create an industrial-scale circular ecosystem by converting textile waste into dissolving pulp. Since 2018, it has scaled up its process to meet lyocell-quality standards and boost recycled content, while forming commercial partnerships to expand sourcing options for brand partners.

OnceMore® significantly reduces environmental impact by preventing textile waste from being landfilled or incinerated. Well-known brands such as Filippa K, Lindex, BESTSELLER, and FEBEN have praised its collaboration with Södra, highlighting its role in improving resource efficiency and promoting textile recycling, thus supporting a circular materials system.

In addition, Södra introduced its innovative biorefinary concept, which combines softwood pulp with agricultural residues to create agro-enhanced softwood pulp. This new collaborative processing approach improves paper strength while increasing pulp yield per tree, boosting the profitability and resource efficiency of family forestry.

Södra's presentation offers fresh ideas and solutions for the regenerated cellulose fiber industry to tackle raw material challenges and advance sustainable development, potentially steering the industry toward a more environmentally friendly and efficient future.