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Asia Pacific Rayon receives 2021 Primaniyarta Award
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(Courtesy of APR/,)
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ustainable rayon fiber producer Asia Pacific Rayon (APR) was presented the prestigious 2021 Primaniyarta Award, recognizing APR as the best company in pioneering export-oriented new products.
Founded in 1992 by the Trade Ministry, the Primaniyarta Award recognizes Indonesian exporters for their sustainable performance in the export sector.
The award, in the Pioneering New Product Exporter category, is a significant milestone for APR, which was established in 2019, as the company is the first-ever newcomer from the textile industry to receive the prize.
APR director Basrie Kamba received the award from Trade Minister Muhammad Luthfi in a symbolic ceremony during the opening of the 2021 Trade Expo Indonesia-Digital Edition at Hotel Pullman Jakarta on Thursday, with President Joko “Jokowi” Widodo attending the event virtually.
According to Basrie, the achievement can be attributed to APR’s marketing of its viscose-rayon fiber products, which showed positive development despite the economic downturn caused by COVID-19. To date, APR’s viscose-rayon fiber products have been marketed in 16 countries, with 52 percent of APR’s production in 2020 destined for export markets.
“The Primaniyarta Award encourages us to keep developing high-quality products so that we can fulfill the global demand for sustainable viscose-rayon fibers. This achievement would not have been possible without the support of APR employees, local communities, regional governments in Pelalawan and Riau province, as well as the central government,” he said during the ceremony.
APR’s facility is colocated with pulp and paper producer APRIL Group in Pangkalan Kerinci, Riau. This allows APRIL’s renewable plantation pulp to directly meet APR’s viscose rayon production. With a production capacity of 240,000 tons annually, APR’s presence has cemented Indonesia as the second-largest producer of viscose-rayon after China.
“For us, this award is both an honor and a challenge. Currently, we are increasing our production capacity from 240,000 tons per year to 600,000 tons by 2023,” Basrie explained.
The achievement is in line with APR’s commitment to supporting the government’s vision of increasing export-oriented national products. Viscose-rayon is an increasingly important product in the global market following the rise of sustainable fashion.
“APR’s viscose-rayon supports the sustainability concept as it is made of natural, renewable and biodegradable fibers. Our commitment to sustainability is supported with an internationally recognized by the PEFC [Program for the Endorsement of Forest Certification].”
At the same time, APR is a proponent of transparency across its supply chain with its Follow Our Fibre portal, to ensure the viscose-rayon fibers consumers wear come from sustainable sources.
Through the From Plantation to Fashion: Everything Indonesia campaign, APR also supports Indonesian sustainable fashion with the founding of the Jakarta Fashion Hub, a collaborative space initiated to connect, create and inspire the growth of the sustainable fashion industry in Indonesia while also supporting national micro, small and medium enterprises in the fashion and textile industries.
