We didn't start the fire, no we didn't light it but we tried to fight it

Singapore

ASIA Pulp & Paper (APP) and its parent company, Sinar Mas, are on a mission to tell anyone who will listen that they did not start the fires behind the regional haze, and that a comprehensive solution involving all stakeholders is needed to solve the crisis.

The largest pulp and paper company in the region, APP has found itself trying to put out fires for the past few months, both in a literal sense and in the sense of regulatory and public anger.