Navigator Launches gCELL: New Eucalyptus Pulp Brand
By Varun Mittal
Navigator Company unveils gCELL, a new global pulp brand built on 70+ years of Eucalyptus globulus expertise, unifying its business with innovation and sustainability.
New gCELL Pulp Brand Unveiled
The Navigator Company has launched gCELL, a new brand for its pulp portfolio, aiming to differentiate and create value in the global market. This move unifies Navigator’s pulp business under a distinct identity, leveraging over 70 years of expertise in Eucalyptus globulus pulp production.
Key Innovations & Market Position
- Navigator pioneered industrial production of kraft pulp from eucalyptus in 1956 at its Cacia mill.
- The company is currently Europe’s largest producer of eucalyptus-based pulp, with an annual capacity of 1.6 million tons.
- The gCELL brand is founded on four pillars: innovation and heritage, credibility and reliability, versatility, and sustainability.
The name “gCELL” signifies the globulus origin and the essence of cellulose, representing reliability, performance, and adaptability across diverse applications like tissue, packaging, and specialty papers.
Sustainability & Future Focus
Sustainability is a core driver for Navigator, with fibers sourced from certified, deforestation-free forests. The company is committed to resource efficiency and climate action.
This includes an ambitious target of an 86% reduction in direct CO2 emissions by 2035. The Navigator Company aims to strengthen its leading position in eucalyptus pulp by combining its legacy of innovation with a future of excellence.