Navigating Change in Finland's Wood Industry: Leadership Shifts and Labor Strikes
April 3, 2025, 11:07 am
The Finnish wood industry is at a crossroads. Leadership changes and labor disputes are reshaping the landscape. Metsä Group and UPM Plywood are two key players facing significant transitions. Their paths diverge, yet both reflect broader trends in the sector.
On April 1, 2026, Sauli Brander will step into the role of Senior Vice President of Customership at Metsä Group’s Wood Supply and Forest Services. This appointment marks a pivotal moment for the company. Brander’s extensive experience in wood sourcing at UPM positions him well to steer Metsä Group through the complexities of wood procurement and customer relations. His role will encompass strategy development, planning, and international trade, crucial elements for a company that serves over 90,000 forest owners in Finland.
Brander takes the reins from Yrjö Perälä, who has been at the helm since 2018. Perälä’s transition to a part-time project director role signals a shift in focus. He will oversee strategic projects until his retirement in 2027. This change hints at a generational shift within the company, as new leadership brings fresh perspectives and strategies.
Metsä Group is not just about leadership changes. It embodies a commitment to sustainable forestry. The company’s operations are rooted in regenerative practices, aiming to enhance forest health while supporting the livelihoods of its cooperative members. With sales reaching EUR 2.4 billion in 2024, Metsä Group stands as a giant in the Finnish wood industry. The emphasis on diversity, equality, and inclusion further underscores its progressive ethos.
In stark contrast, UPM Plywood is grappling with a labor dispute that has escalated into a five-week strike. The Industrial Union rejected a settlement proposal that UPM accepted. This impasse highlights the tension between management and labor in an industry facing profitability challenges. The union’s rejection of the mediator’s proposal, which included a 7.8% pay increase over three years, reflects deeper issues. Workers are demanding more than just financial compensation; they seek recognition and stability in an uncertain market.
The strike has halted production at UPM Plywood mills in Finland, affecting around 1,000 employees. While the Otepää mill in Estonia continues operations, the Finnish mills are in limbo. UPM’s Vice President of Operations, Juhani Tenhunen, emphasizes the impact of low demand in the construction sector and soaring wood prices on wage negotiations. The company’s struggle to balance employee needs with business viability is a microcosm of broader economic pressures.
The Finnish wood industry is a barometer of economic health. It reflects the challenges of a sector reliant on both domestic and international markets. As construction demand fluctuates, so too does the stability of companies like UPM and Metsä. The labor dispute at UPM Plywood is not just a local issue; it resonates with workers across various industries facing similar challenges.
Both companies are navigating a landscape marked by change. Metsä Group is poised for growth under new leadership, while UPM Plywood confronts the realities of labor unrest. The outcomes of these transitions will shape the future of the Finnish wood industry.
Leadership changes can be a double-edged sword. They bring new ideas but also uncertainty. Brander’s appointment at Metsä Group could signal a new era of innovation and responsiveness to market demands. His background in wood sourcing suggests a focus on efficiency and customer satisfaction. As he steps into this role, the industry will watch closely.
Conversely, UPM Plywood’s labor dispute underscores the fragility of worker-management relations. The rejection of the settlement proposal reveals a disconnect between what workers expect and what management can offer. This situation is a reminder that in times of economic strain, the voices of workers must be heard. Their demands for fair compensation and job security are not just about wages; they are about dignity and respect in the workplace.
The Finnish wood industry is at a pivotal moment. Metsä Group’s leadership transition and UPM Plywood’s labor strike highlight the complexities of balancing growth and employee welfare. As these companies navigate their respective challenges, the outcomes will resonate beyond their walls. They will influence the broader narrative of the Finnish economy and the future of sustainable forestry.
In conclusion, the wood industry in Finland is a dynamic landscape. Leadership changes at Metsä Group signal potential growth and innovation. Meanwhile, UPM Plywood’s labor dispute reveals the ongoing struggle for worker rights in a challenging economic environment. Both stories are intertwined, reflecting the broader themes of change, resilience, and the quest for balance in a rapidly evolving industry. The future remains uncertain, but one thing is clear: the wood industry will continue to be a vital part of Finland’s economic fabric.
On April 1, 2026, Sauli Brander will step into the role of Senior Vice President of Customership at Metsä Group’s Wood Supply and Forest Services. This appointment marks a pivotal moment for the company. Brander’s extensive experience in wood sourcing at UPM positions him well to steer Metsä Group through the complexities of wood procurement and customer relations. His role will encompass strategy development, planning, and international trade, crucial elements for a company that serves over 90,000 forest owners in Finland.
Brander takes the reins from Yrjö Perälä, who has been at the helm since 2018. Perälä’s transition to a part-time project director role signals a shift in focus. He will oversee strategic projects until his retirement in 2027. This change hints at a generational shift within the company, as new leadership brings fresh perspectives and strategies.
Metsä Group is not just about leadership changes. It embodies a commitment to sustainable forestry. The company’s operations are rooted in regenerative practices, aiming to enhance forest health while supporting the livelihoods of its cooperative members. With sales reaching EUR 2.4 billion in 2024, Metsä Group stands as a giant in the Finnish wood industry. The emphasis on diversity, equality, and inclusion further underscores its progressive ethos.
In stark contrast, UPM Plywood is grappling with a labor dispute that has escalated into a five-week strike. The Industrial Union rejected a settlement proposal that UPM accepted. This impasse highlights the tension between management and labor in an industry facing profitability challenges. The union’s rejection of the mediator’s proposal, which included a 7.8% pay increase over three years, reflects deeper issues. Workers are demanding more than just financial compensation; they seek recognition and stability in an uncertain market.
The strike has halted production at UPM Plywood mills in Finland, affecting around 1,000 employees. While the Otepää mill in Estonia continues operations, the Finnish mills are in limbo. UPM’s Vice President of Operations, Juhani Tenhunen, emphasizes the impact of low demand in the construction sector and soaring wood prices on wage negotiations. The company’s struggle to balance employee needs with business viability is a microcosm of broader economic pressures.
The Finnish wood industry is a barometer of economic health. It reflects the challenges of a sector reliant on both domestic and international markets. As construction demand fluctuates, so too does the stability of companies like UPM and Metsä. The labor dispute at UPM Plywood is not just a local issue; it resonates with workers across various industries facing similar challenges.
Both companies are navigating a landscape marked by change. Metsä Group is poised for growth under new leadership, while UPM Plywood confronts the realities of labor unrest. The outcomes of these transitions will shape the future of the Finnish wood industry.
Leadership changes can be a double-edged sword. They bring new ideas but also uncertainty. Brander’s appointment at Metsä Group could signal a new era of innovation and responsiveness to market demands. His background in wood sourcing suggests a focus on efficiency and customer satisfaction. As he steps into this role, the industry will watch closely.
Conversely, UPM Plywood’s labor dispute underscores the fragility of worker-management relations. The rejection of the settlement proposal reveals a disconnect between what workers expect and what management can offer. This situation is a reminder that in times of economic strain, the voices of workers must be heard. Their demands for fair compensation and job security are not just about wages; they are about dignity and respect in the workplace.
The Finnish wood industry is at a pivotal moment. Metsä Group’s leadership transition and UPM Plywood’s labor strike highlight the complexities of balancing growth and employee welfare. As these companies navigate their respective challenges, the outcomes will resonate beyond their walls. They will influence the broader narrative of the Finnish economy and the future of sustainable forestry.
In conclusion, the wood industry in Finland is a dynamic landscape. Leadership changes at Metsä Group signal potential growth and innovation. Meanwhile, UPM Plywood’s labor dispute reveals the ongoing struggle for worker rights in a challenging economic environment. Both stories are intertwined, reflecting the broader themes of change, resilience, and the quest for balance in a rapidly evolving industry. The future remains uncertain, but one thing is clear: the wood industry will continue to be a vital part of Finland’s economic fabric.