Many draw a distinction between paper and recovered paper, forgetting that both actually come from the same fibre. When used for the first time, it is fresh fibre, but as soon as the paper is recycled, it becomes recovered fibre. We believe in recycling. But a wood fibre can’t be re-used indefinitely – 5-7 times is the maximum. After that the fibre becomes too short and weak, and the paper can’t hold together anymore. Therefore, the paper recycling system constantly need the addition of fresh fibre-based paper.