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José De pina
Chief Executive Officer, Altri

Conversas Agroglobal, João Soares de Pina | ALTRI

🎥 Sep 24, 2021 📺 Agroglobal ⏱ 6m 👁 175 views
A Altri é hoje referência mundial na produção eficiente, destacando-se a redução do uso de água nas suas fábricas, assim como o investimento nas energias renováveis, pelo que o Compromisso 2030 surgiu como um próximo passo para a sustentabilidade, com a definição de 12 metas “ambiciosas” a médio e longo prazo. À margem do debate na Agroglobal “Florestas de produção: Um marco para a Sustentabilidade”, Jorge Soares de Pina, CEO da Altri defendeu que a nova estratégia florestal europeia para 2030 “olha para a floresta primordialmente como sumidouro de carbono e talvez para componente de biodiver...
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About José De pina

In a March 2025 interview at the Fastmarkets Forest Products Europe Conference, José de Pina stated that he felt "much more uncertain about what the future holds" due to increasing complexity in the industry. He said the regulatory environment, while "well intended," needs to be "a lot simpler" and more predictable to avoid raising compliance costs and reducing competitiveness. De Pina expressed skepticism that Western firms would quickly return to Russia if the war ends, and said tariffs are "not a good thing" as they condition the free flow of products, though he added that Europe is a large market that will adapt. In a June 2024 interview, de Pina criticized Taylor Swift's music, saying it is not at the level of The Beatles and that "the world is going crazy." He also commented on Swift's concert in Portugal, noting that the audience applauded everything and that the performance relied on playback. In a July 2021 interview, de Pina discussed sustainability at Altri, stating that the company uses renewable raw materials from certified sustainable forests and that sustainability is "part of the culture of the organization." He said the company has set long-term goals for water use, carbon emissions, and fossil fuel reduction, and that consumers are increasingly attentive to sustainability practices.

Source: AI-verified profile updated from José De pina's recent appearances. Browse all interviews →

Transcript (7 segments)
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José De pina0:27
Promises for 2030 are fundamentally a next step, part of giving substance to the journey that Altri has been making in recent years. Sustainability at Altri has always been deeply embedded in the company's own culture. A reflection of this is the fact that today we are one of the most efficient producers in the world.
When I talk about efficiency and productivity, I'm not just talking about volume metrics. Altri is number one in the world in two of its three units in terms of water consumption, one of the most efficient in energy consumption, in raw material consumption. In forestry, we have had activities for many years to privilege not only productive forestry but also a biodiversity component. Today, more than 10% of the areas managed by Altri are not directly managed for the production of our raw material, all of which are activities that already take place.
When we look at what would be the next step, the 2030 commitment was essentially to give body to this aspiration to do more and better. So we set objectives that are long-term, many of them very ambitious. We are going to place incentives not only to achieve them but to surpass them. This ultimately brings together the effort and attention of the group on everything related to our investments, our way of working, our products, the way we develop the organization. We think this turned out to be a natural step, but an important step for the growth of the group.
The European strategy for the forest is certainly an important step. However, it is not very perceptible in terms of what we think the economic impact might be, at least in terms of the main components. The strategy looks at the forest primarily as a carbon sink and perhaps with a biodiversity understanding, when the forest is more than that. So we know exactly what the next step will be in terms of European care to follow a strategy that equitably considers all links in the value chain. This becomes particularly important because the industries are 75% of something important already today in Europe, important in Portugal. We think the opportunity for the Portuguese government to define, in collaboration with forest agents, its contribution to this strategy is also important. We think that without much time passing, some vectors have been defined that are aligned with the policy that the EU wants to develop.
But in terms of industry, the forest sector and the downstream industries, we think that the whole issue of productivity becomes particularly important. Today we still have a significant amount of areas with very low production, abandoned forest areas that could be put into production. There are areas that today have no value, that are just scrubland, and that could be used not only for production forestry but also for conservation forestry. Both aspects could be particularly important within the context of the EFR.
Another really important point, considering the importance of the forest as a carbon sink and the need to value and reward forest actors for their contribution, which ends up helping in the management of various systems. So thinking about how this work in the forest can eventually help in the development of activities that address threats to the forest is a very important step that can be taken.
This sector in particular, the forest sector, is a sector with a future. Everything related to the use of raw materials of biological origin, specifically forest-based, are segments that will continue to have increasing isolation in the circular economy. These are products that are natural, renewable, recyclable. Therefore, we think that everything that is currently developing around these industries is very encouraging. All actors can look to the future with optimism.