James Cropper, a Cumbria-based paper production company, has taken a strategic shift towards advanced materials, particularly through its acquisition of TFP Hydrogen, a manufacturer of materials used in hydrogen fuel cells. The company has partnered with Oxford University to develop advanced battery electrodes, leveraging the university's research capabilities. Analysts are positive about this collaboration, viewing the Advanced Materials division as crucial for revenue and profit growth. Despite recent financial challenges, including lower revenues in the Paper & Packaging division, management is optimistic about the company's future prospects. The company's stock performance has seen declines, but the market remains hopeful about the potential of Cropper's new strategies and investments in high-tech sectors like Defence, Aerospace, Automotive, and Construction. With a focus on higher-margin paper customers and innovative research in advanced materials, James Cropper aims to turnaround its financial performance and achieve substantial profit growth in the coming years.