forest certification: an historical and future looking ... · forest certification: an historical...
Post on 23-Aug-2020
5 Views
Preview:
TRANSCRIPT
Wood Science & Engineering - Oregon State University
Forest Certification: An Historical and Forest Certification: An Historical and FutureFuture--Looking PerspectiveLooking Perspective
Eric HansenEric HansenProfessor of Forest Products MarketingProfessor of Forest Products MarketingOregon State UniversityOregon State UniversityCorvallis, OregonCorvallis, Oregon
Wood Science & Engineering - Oregon State University
OutlineOutline
•• Brief review of historical developmentsBrief review of historical developments•• Recent developmentsRecent developments•• The marketplaceThe marketplace•• The futureThe future
Wood Science & Engineering - Oregon State University
Certification Certification DPsDPs
•• Chapters since 1998Chapters since 1998–– RametsteinerRametsteiner
•• Six Six DPsDPs–– Covering from 1998Covering from 1998--20032003
•• JuslinJuslin & Forsyth& Forsyth•• U Helsinki studentsU Helsinki students
Why Are Companies Committing?Why Are Companies Committing?
A method for minimizing risk of being targetedAn idealistic philosophy of “doing the right thing”Anticipation of competitive advantageSeen as an effective and credible means of communication
Wood Science & Engineering - Oregon State University
Certification DriversCertification Drivers
•• Inability to establish self claims as Inability to establish self claims as crediblecredible
•• Some, but not all Environmental GroupsSome, but not all Environmental Groups•• Forest industryForest industry•• Environmental values reflected in Environmental values reflected in
purchase policies/building specificationspurchase policies/building specifications•• ConsumersConsumers
Wood Science & Engineering - Oregon State University
The Continuing Role of The Continuing Role of Environmental GroupsEnvironmental Groups
Wood Science & Engineering - Oregon State University
Growth in # of WWF Buyers GroupsGrowth in # of WWF Buyers Groups
02468
101214161820
1998 1999 2000 2001 2002
# of
WW
F B
uyer
s G
roup
s
UNECE DPs
Wood Science & Engineering - Oregon State University
28 Members 28 Members –– consumerconsumer-- and and producerproducer--basedbased
Wood Science & Engineering - Oregon State UniversitySource: RAN
Wood Science & Engineering - Oregon State Universityhttp://www.homedepot.com/HDUS/EN_US/compinfo/community/social_responsibility/1999/wood.html
Wood Science & Engineering - Oregon State University
Other Purchasing PoliciesOther Purchasing Policies
•• Large homebuildersLarge homebuilders•• Office supply retailersOffice supply retailers•• Financial institutionsFinancial institutions•• Catalog retailersCatalog retailers
Wood Science & Engineering - Oregon State University
Major Catalog Companies
ForestEthics.org
Wood Science & Engineering - Oregon State University
Industry ReactionIndustry Reaction•• Embrace the FSC modelEmbrace the FSC modelOROR•• Create a competing systemCreate a competing system
–– Sweden Sweden –– FSC FSC –– Canada Canada –– CSACSA–– Finland Finland –– Finnish Forest Cert. SystemFinnish Forest Cert. System–– U.S. U.S. –– SFISFI
•• Potlatch Potlatch –– breakaway?breakaway?
Wood Science & Engineering - Oregon State University
Growth in Certified AreaGrowth in Certified Area
0
25
50
75
1998
1999
2000
2001
2002
2003
2004
2005M
illio
n he
ctar
es
FSC PEFC CSA SFI
UNECE 05 Annual Market Review
Wood Science & Engineering - Oregon State University
Share of Certified Area by SystemShare of Certified Area by System
27%
24%27%
22%
CSA PEFC SFI FSC
UNECE 05 Annual Market Review
Wood Science & Engineering - Oregon State University
Share of Certified Area by SystemShare of Certified Area by System
78%
22%
PEFC FSC
Wood Science & Engineering - Oregon State University
Geographical Distribution of Geographical Distribution of FSC Certified LandFSC Certified Land (May 2005)(May 2005)
Baltics7%
Brazil6%
Canada9%
Poland12%S Africa
3%Sweden
18%
U.S.14%
Bolivia4%
Croatia4%
Russia7%
UK3%
Other13%
698 Certificates698 Certificates66 Countries66 CountriesNearly 54 million hectaresNearly 54 million hectares
FSC International
Wood Science & Engineering - Oregon State University
Development in RussiaDevelopment in Russia
•• Development of several systemsDevelopment of several systems–– CashoreCashore -- YaleYale
•• IlimIlim Pulp pursuing FSCPulp pursuing FSC•• ENGOsENGOs actively participatingactively participating•• Retailers actively participatingRetailers actively participating
Wood Science & Engineering - Oregon State University
Wood Science & Engineering - Oregon State University
Wood Science & Engineering - Oregon State University
The MarketplaceThe Marketplace
The Reality of Marketing Certified The Reality of Marketing Certified ProductsProducts
Low demandLow consumer awarenessLow willingness-to-payPerceptions of lower qualityNiche marketLimited volume availableChain-of CustodyDistributor hesitancy
Wood Science & Engineering - Oregon State University
DemandDemand• Final consumers are NOT drivers • No good estimates of demand volume
– FSC estimates its market at $5 billion• High level of support for FSC• Global Forest and Trade Network• LEED, etc.
Wood Science & Engineering - Oregon State University
Wood Science & Engineering - Oregon State University
Wood Science & Engineering - Oregon State University
SupplySupply
• No good estimates of supply volume• Area certified not a good predictor of
supply• Certified area is clearly increasing• Potlatch 668,000 acres
– First major U.S. corporate to go with FSC.
Wood Science & Engineering - Oregon State University
The FutureThe Future•• Mutual recognitionMutual recognition•• Certification of hotspots (Russia, Coastal BC)Certification of hotspots (Russia, Coastal BC)•• ENGO shift in focus to illegal loggingENGO shift in focus to illegal logging•• Review of FSC US regional standardsReview of FSC US regional standards•• Issues to watch:Issues to watch:
–– Tropical forests?Tropical forests?–– LEED Standards?LEED Standards?–– PEFC?PEFC?
top related