But businesses cannot live on buzz alone. To break even, Renewcell needs to shift 42,000 metric tons of pulp — the equivalent of between 80,000 and 120,000 metric tons of fiber, depending on the final mix — per year, Magnus Håkansson, who took over as acting CEO from Patrik Lundström in October, previously told WWD sister publication Sourcing Journal. That would require some 20 brands to commit to 6,000 metric tons of Circulose-incorporating fiber apiece annually.