Alas Doradas is levelling up in Central America

Alas Doradas, is a flourishing tissue company that has constantly increased its sales over the past 10 years. And they have no intention of stopping. With the investment in a new Advantage DCT tissue line from Valmet, which started up in December 2023, they are targeting market leadership in Central America.

It started with a rebuild

The partnership with Valmet started in 2017 with a rebuild project. The press section in one of their existing machines needed an upgrade and the choice fell on an Advantage™ ViscoNip® press combined with an Advantage ReDry™ pre-heater. The good result from this project presented a strong argument to continue with Valmet. But there were also other reasons.

"Trust is definitely important when selecting a partner for a big investment project. To have a good relationship, excellent teamwork, and knowing that we are never left alone. When making such a significant investment, we chose to go with the best – that’s why we selected Valmet," says Paolo Coen, Director, Alas Doradas.

We were not looking for a supplier, we were looking for a partner and we found it in Valmet.” 

Paolo Coen, Director Alas Doradas

“We have around 15% market share in Central America and in addition to the domestic market we export to Guatemala, Honduras, Nicaragua, Costa Rica and Panama,” explains Paul Ekman who joined Alas Doradas 10 years ago and is responsible for the development of the tissue business.

Doubling the capacity

The manufacturing is divided between their own brands, Encanto and Carmessi, which account for 70% of their production, while the remaining 30% is sold to supermarket chains in Central America. Their two old tissue machines produce 35 000 tons of tissue paper per year, but they sell around 50 000 tons converted products yearly. With the new Advantage DCT 100HS machine they will double the capacity of base paper. Alas Doradas has continuously served the market with the quality that their brand and products require. They are also aiming to offer higher-end products in the near future.

Aiming for market leadership

Both Ekman and Coen have high expectations of the new tissue machine. “We are a family-owned company, and we are aiming high. To maintain our 10% annual growth, we plan to double our capacity in tissue manufacturing. To do so we need to improve our cost but also the paper quality. We believe we can be the number one tissue mill in Central America even though we are aware that we are competing with big multi-nationals,” says Paolo Coen.

Extensive scope with cutting edge technology

The scope for the project was extensive. In addition to the tissue machine, which features the latest technologies for optimal tissue quality, production efficiency, and energy savings, Alas Doradas is also utilizing the latest digital solutions to support stable and trouble-free production. Valmet DNA and quality control system, as well as Industrial internet solutions like the Valmet Performance Center agreement, are part of the package.

Happy faces from Valmet and Alas Doradas team, at the inauguration of Alas Doradas’s new tissue line.

Valmet DNA system has proven to be very user-friendly and provides ample real-time information, as well as reviews of current and previous process variables. The abundance of information allows for projecting good results. The amount of data available to operators for controlling the machine enables them to reach their set targets.

The Valmet Advantage DCT line is equipped with the latest technology and solutions.

The new Advantage DCT 100 tissue machine started-up in December 2023, and the mill team received both on-site and remote support from the Valmet team. The tissue quality from the new machine helps Alas Doradas’s brands to grow their market share in the target market.

To meet our converting business demand, we partnered with Valmet for the new tissue line, significantly increasing our capacity."

Paul Ekman joined Alas Doradas 10 years ago and is responsible for the development of the tissue business.

"We have invested in the best machine available to obtain the best result possible. Our strategy is to produce high-quality products with cutting-edge technology, while minimizing environmental impact. It is a commitment to the development of a sustainable growth which includes protecting the rights of our workers, the environment, and the interest of local communities,” Ekman summarizes.

Fact about the scope of delivery: 

• Advantage DCT 100HS tissue machine equipped with cutting edge technology, 2,8 m wide and design speed 2000 m/min.
• Valmet automation package including Valmet DNA, Valmet IQ quality controls, Industrial Internet applications, Valmet Performance Center agreement and training simulator.
• Mill Engineering
• Training
• Installation supervision
• Start-up and Commissioning

Facts about Alas Doradas:

Alas Doradas is owned by the Coen family from Nicaragua. The Coen Group has since the start more than 60 years ago, become a diversified company with 3500 employees, operating in Mexico and five Central American countries. Alas Doradas is the tissue company in Coen Group. The mill in El Salvador is producing tissue products from 100% recycled fibers for the Central American market. Alas Doradas is committed to their employees and are running their own health clinics for the employees and their families. With the new investment the workforce has grown to 1100 which also includes growth in converting.