At the opening ceremony, Jan Johansson, CEO of SCA, presented his, and SCA’s, view of sustainability. Ingela Ekebro, Mill Manager at SCA Östrand pulp mill and Chairman of the Swedish Paper Engineers’ Association, welcomed exhibitors and visitors to the event.A new concept of the exhibition brings the conference down to the exhibition floor. Three “activity squares” are part of the exhibition, offering a conference program with key note speakers, shorter presentations with a technical orientation, as well as entertainment.”The new concept makes it easier for exhibitors and visitors to meet as the entire event is held in one place. Another advantage is that the whole show now fits into one large exhibition hall, the extended Hall A, at Stockholm International Fairs,” says Patrik Löwstedt, Exhibition Manager for SPCI 2011.The SPCI exhibition is a leading event for the global pulp and paper industry. It gathers suppliers to the pulp, paper, board, tissue and converting industries. However, some of the major suppliers of machinery, equipment and technology services to the pulp and paper industry are not participating in this year’s exhibition.