M-Real, Europe's largest fine paper producer, is hard to get to grips with. M-Real, as Metsä Serla was renamed last year, is a mysterious conjunction whose spelling confounds most internet search engines and whose significance proves equally elusive.

Veli-Matti Mynttinen, M-Real's chief financial officer, does his best. He enthuses: "Our new name is a promise to our customers – we're different; we ‘Make It Real'. ‘We'? It's ‘I' personally and ‘we' together; the company and its customers."