APP is one of the biggest pulp and paper companies in the world, based in Jakarta, Indonesia. It manufactures about 18 million tonnes of paper products a year and sells them into 120 countries.
And it is a company that has faced a number of run-ins with the NGO community over its practices, with Greenpeace its most vocal critic once labelling APP the world’s "worst destroyer of pristine forest".
In 2011, Greenpeace ramped up its campaign against APP when it targeted the LA headquarters of the toy company Mattel – a huge buyer of packaging from APP – unveiling a huge poster across the front of the building featuring Ken dumping Barbie (made by Mattel) with the slogan, "Barbie: It's over. I don't date girls that are into deforestation.”
Mattel quickly ended its association with APP, as did 130 other global companies wanting to distance themselves from a company with close links to deforestation of the Indonesian rainforest.
APP had to act. And act it did; in an extraordinary turn of events, APP and Greenpeace teamed up to work together on a new zero deforestation policy for the business. In early 2013, Greenpeace promised it would suspend active campaigning, after three years of continuous protest against the business.
APP’s new Forest Conservation Policy (FCP) promised an immediate moratorium on any further forest clearance by all of its Indonesian suppliers, as well as a pledge that independent assessments would be conducted to establish areas for protection. It was a big success for Greenpeace and APP’s move was described by environmentalist Tory MP Zac Goldsmith as the “most dramatic turnaround of any global green villain ever seen”.