Domtar and FPInnovations enter joint venture

Photo: Domtar

Domtar and FPInnovations recently announced CelluForce, the corporate identity chosen for their new joint venture, launched in July 2010. CelluForce will manufacture nanocrystalline cellulose, a recyclable and renewable nanomaterial, that will be commercialized throughout the world. The new company’s identity was developed to reflect both the origin of the nanomaterial, extracted from tree cellulose, and one of the multiple properties of the product to be sold by the new company.

Jean Moreau, President and CEO of CelluForce, explained, "Our new brand reflects who we are, how we want to position ourselves in our target markets and the innovation that differentiates us within our industry. The name "CelluForce" reminds us that one of the main characteristics of the nanocrystalline cellulose is the great strength it provides to the materials to which it is added, but the name also represents the strength of our relationships with our shareholders, our partners and our customers, which is one of the company’s core values. It was essential that this feature be one of the key elements of our corporate identity."

The company’s mission is "to harness the power of nature’s basic elements to transform the performance of its clients’ products." The personality of the product itself encourages the development of very strong partnerships with CelluForce customers, who will also be partners in the deployment of multiple specialized applications using nanocrystalline cellulose.