MI Demo (ITOCHU and Metsä Group’s Joint Venture)

Lyocell staple fibre

Low risk

1. Completion of CanopyStyle Third Party Verification Audits

1.1 Undertaking Annual Audits

1.2 Audits Public and Results Acted On

1.3 Audit Risk Results

2. Contribution to Conservation Legacies

2.1 Public support web/panels

2.2 International conservation

2.3 Influences Decision Makers

2.4 Legislated Protection

2.5 Extra Respon­sibilities

3. Innovation via New Alternative Fibers

3.1 Partnerships

3.2 R&D Investments

3.3 Scaling to Commercial Products

3.4 Targets & Timelines

3.5 10% of pulp is NG

3.6 Contributing to Collective Goal

3.7 Aggressively Increasing Commercial Scale

4. Adoption of Robust Forest Sourcing Policy

4.1 Policy Adoption

4.2 Policy Meets All CanopyStyle Criteria

5. Traceability, Transparency, and Sustainable Sourcing

5.1 Track & Trace System In-Place

5.2 Public Sharing of Supplier List

5.3 Conducts Due Diligence

6. Leaders in Supply Chain Shifts

6.1 Proactive outreach/ Inspires Leadership

6.2 FSC Preference

6.3 Forest Mapper Support

6.4 Using the Dissolving Pulp Mill Classification

7. Associated with High Risk of Sourcing from Ancient & Endangered Forests and other Controversial Sources

7.1 Risk is Known


Buttons 24

Chemical Management

The Producer Is Addressing the Pollution Originated by the Chemical Substances Used During the MMCF Production Process. It Has Joined a Credible Initiative That Advances Solutions on Chemical Management.


The producer is implementing, for all of its sites, pollution control technologies to limit their impact, developing an approach for the recovery of substances used or generated during the production of MMCF.


In the future, criteria will be built out by ZDHC to apply V2.0 of ZDHC MMCF Guidelines, including air emissions and responsible fibre production.



0 Points

Risk of sourcing from Ancient and Endangered Forests

MI Demo developed and published a CanopyStyle-aligned wood sourcing policy, and conducted and published their first CanopyStyle Audit in 2021. The audit confirms low risk of sourcing from Ancient and Endangered Forests and other controversial sources.   

Key Improvements Required

  • Prioritize the integration and sourcing of Next Generation alternative feedstocks into future expansion plans and when considering new suppliers. If additional wood-based fibre is required for manufacturing MMCF, use ForestMapper and other due diligence approaches prior to scaling up production.
  • Maximize usage of Next Generation fibre alternatives in order to meet or exceed the aspirational targets outlined in Canopy 2030 Vision: 50% by 2030.
  • Where natural forest fibres are still required, procure increasingly higher volumes of FSC 100% from sources that have achieved FSC Forest Management certification on the ground.

Areas where the company is showing leadership

MI Demo has taken additional actions in the past year, moving up from 20 to 24 buttons, earning a light green shirt.


  • Completed an audit and confirmed that its supply chain is low-risk. 
  • Established a system capable of tracing wood fibre used to its forest of origin. 
  • Uses a high-efficiency process that allows standard bleached kraft pulp to be used to produce lyocell staple fibre, thereby improving wood-to-viscose fibre yields.


  • Parent company, Metsä Group, has invested significantly in forest conservation efforts in Finland through partnerships with ENGOs.   
  • Demonstrated awareness of the status of Ancient and Endangered Forests in the landscapes from which they source, and efforts to protect them.   

Next Generation Solutions:  

  • Engaged in partnership with academic institutions to develop Next Generation Fibre Solutions, and is currently in the testing phase.   

Number of viscose, lyocell and dissolving pulp mills + location and production volumes

The MI Demo plant in Äänekoski, Finland produces Kuura-trademarked lyocell staple fibre. It is a pilot plant, equally owned as a joint venture between ITOCHU, Japan & Metsä Group, Finland. The mill is managed by the Metsä Group and started MMCF production in 2020. The current production capacity of the mill is 350 tonnes per year and it is expected to be scaled up over time. 

The sole supplier of fibre to MI Demo is Metsä Fibre’s pulp mill in Äänekoski, Finland. The pulp mill and the MMCF plant are integrated.