The Pulp & Paper Awards 2010 is presented in this article. There were companies in attendance from all over the world, including Brazil, Chile, USA, Canada, Saudi Arabia, Columbia, India and many European countries. The quality and quantity of the entries this year even surpassed their high expectations. The Design Challenge is a contest for non-packaging professionals from all over Europe. Participants had to come up with a lean, smart -- fat free -- packaging solution for an existing product, taking complexity out. By organizing this challenge SCA is stimulating free thinking and innovation and generating positive PR for the company. GreenChoice 100 is used by many brand owners and has recently been chosen by consumer products companies who are concerned with demonstrating their environmental leadership to green conscious consumers. Measures taken by Holmen Paper Madrid on the management and use of water have put it way up at the top of the list in the industry.