The Navigator Company Launches gCell, New Global Brand for Pulp Portfolio
The Navigator Company has unveiled gCell, a new brand that will unify its pulp business under a single global identity. The launch marks a strategic step in strengthening the company’s presence in international markets and highlighting the value of its eucalyptus fibre portfolio.
With an annual production capacity of 1.6 million tonnes, The Navigator Company is currently the largest producer of eucalyptus-based pulp in Europe. The new gCell brand is designed to reinforce the company’s position in the global pulp industry while enhancing engagement with customers worldwide.
“gCell represents a natural evolution of our pulp business. By creating a dedicated brand, we are reinforcing the unique value of our fibre and strengthening our connection with customers,” said João Escobar Henriques, Global Pulp Sales Director at The Navigator Company.
The company has played a pioneering role in the development of eucalyptus pulp. Seventy years ago, at its Cacia mill in Aveiro, Portugal, Navigator achieved a global milestone by demonstrating the first industrial-scale production of kraft pulp from eucalyptus, specifically Eucalyptus globulus.
Today, The Navigator Company operates as an integrated producer of forestry products, pulp, paper, tissue, sustainable packaging solutions, and bioenergy. Based in Portugal, the company is recognised worldwide for its advanced manufacturing facilities, cutting-edge technology, and commitment to quality and innovation.