With 30 years of experience in industrial research on pulp and cellulose chemistry, he has become a household name in the valorisation of plant-based materials. His research on the newly developed Ioncell® technology, aims to provide a bio-based, manmade fabric without the use of harmful chemicals and free of the environmental burden associated with cotton. He has published over 280 papers in peer-reviewed journals, adding up to more than 10000 citations in Google Scholar. For his contributions he has received multiple awards, including most recently: Global Change Award (2016); Knight, First Class, of the Order of the White Rose of Finland (2016) and DIA Innovation Award (2018).