After introducing their joint venture back in July 2010, Domtar and FPInnovations have now introduced the corporate identity for the operation, which is to manufacture nanocrystalline cellulose, a recyclable and renewable nanomaterial, that will be commercialized throughout the world.
Nanocrystalline cellulose will be produced in what the partners call a large-scale commercial demonstration plant, which is currently under construction on the site of Domtar’s pulp and paper mill in Windsor, Québec. The plant should be operational in the first quarter of 2012.
FPInnovations is government body described as Canada’s national forest research institute. The joint venture with Domtar is part of FPInnovations’ Transformative Technologies Program, which largely looks at developing new materials from cellulose, the main component of the cell walls of trees and other plants.
The new CelluForce identity, according to the companies, was developed to reflect both the origin of the nanomaterial 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.”
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