Management and strategies | Intangible assets | Media exposure
The operation that led to the creation of Fibria can be considered one of the most important of its type ever carried out in the forestry sector. Besides the significance for the financial markets, its complexity also was highlighted in the media coverage. The process of merging Aracruz’s shares by VCP was conducted in several stages, mostly in the midst of the adverse scenario caused by the economic crisis at the end of 2008.
Within this context, the coverage afforded Fibria by the press between the August to December 2009 period was highlighted by a number of major articles about the challenges of starting up the company, the derivatives debt management issue, the negotiations for the sale of the Guaíba Unit (RS) until its conclusion in December, funding operations, the listing of the company on the Dow Jones Sustainability Index and the Bovespa ISE. In parallel, sustainability was another topic in which Fibria had significant exposure. Among the articles published, worthy of mention was the election of Fibria as a model company by the Guia Exame de Sustentabilidade (Exame Sustainability Guide) and its selection as the outstanding company in the paper and pulp industry according to Carta Capital magazine in its special “Most Admired” list of enterprises.