EU considering recognising forest ecolabels in regulation

EU seeks green label for wood furniture - International Herald Tribune

The EU is considering strengthening its timber import laws in a bid to stop illegal logging in developing countries. The legislation may recognize existing ecolabels like FSC, which would get a big boost from EU regulatory endorsement.

Exactly which labels the EU ends up endorsing in legislation may put to rest much of the discussion about which forest labels are considered best in class. See our forest products section for examples of existing forestry ecolabels.

No Comments » | Tags: forestry
Posted by Jacob on Tuesday, April 29th, 2008 | Permalink |

The Age | Green ratings are going against the grain

The Age | Green ratings are going against the grain

Australia’s peak forestry body has accused the Green Building Council of Australia (GBCA) of discriminating against native forest timber in its system of green rating for commercial buildings.

FSC vs. PEFC. Being embedded in other certification systems is key.

No Comments » | Tags: australia, building, forestry, fsc, pefc
Posted by Trevor on Tuesday, November 20th, 2007 | Permalink |

A Paper Tiger in the EU…
The Finns' good wood.

The EU eco-flower has just stamped UPM’s magazine and paper. UPM is a Finnish forest product magnate that now has ten EU eco-flower certified mills.

Their paper must come from a minimum 10% sustainable forests and they have to meet a supply chain certification. Here is UPM’s sustainable forestry minisite in case you’re interested in poking around.

Print Industry News - 2007-11-09 - UPM paper products blossom with EU Flower Awards

No Comments » | Tags: forestry
Posted by Jacob on Saturday, November 10th, 2007 | Permalink |

Brand Management Redux: Forest Stewardship Council
Orangutan: Charlie Brown of Mammals.

Earlier this week we wrote about USDA Organic nuking their brand in the NY Times. The Wall Street Journal article on FSC Mixed Sources including wood from Asia Pulp and Paper’s Indonesia moonscape is another example of brand dilution in response to market demand.

While FSC has since acted to strengthen its standards, the article notes competition in the labelling space coupled with demand may create a race to the bottom. Great. Added pain in the butt for people who have better things to do than eyeball logos when they’re buying new flooring. People are already paying a premium for a lot of this stuff. The least we can do is clearly answer the question “is this product better for the environment?”

So far we’ve seen labels damaging their own brands in response to their success. What we haven’t seen is a concerted global effort to establish baselines in this space. When demand rises because consumers are seeking an assurance of environmental quality the worst thing you can do is damage the credibility of that assurance.

Ben Cashore’s response to this article is right. A mixed sources label is a critical bridge to meet market demand. What they neglected to do is establish firm “no go” rules for certifiers. In other words: don’t ever certify a company who turns orangutan habitat into something that makes Canada’s tar sands look lush. Here’s a quick brainstorm of options to deal with increasing demand:

1. Establish clear baselines that prevent abuse of the label if it is going to be separated out into grades.

2. Launch a global campaign: “green timber market booming”. Interview companies who aren’t providing green forest products asking them why they don’t care to meet market demand, send letters to their shareholders about it.

3. Partner with venture capital firms to develop a eco-timber fund to enable companies to go green.

4. Partner with governments and government financial mechanisms to develop new supply chains in developing countries.

FSC has done a tremendous job developing market-based solutions for environmental problems. The WSJ article is a wake up call to all ecolabels, most of which aren’t as rigorous. Your label is your brand and your brand is your reputation. You’ll take it on the chin just as hard as Shell, The Gap, or Nike did if you get careless.

Take stock of the orangutans in your closet before the whole concept of ecolabelling suffers.

No Comments » | Tags: forestry, standards
Posted by Jacob on Friday, November 9th, 2007 | Permalink |

Gabon paves the way
And decides not to pave the forest.

We’ve been following Gabon ever since they took the decision to build a national strategy around sustainability rather than exploitation of natural resources. While we haven’t yet been able to make the trip there we’re pleased to note they’re the first (and only) African ecolabel listed in ecolabelling.org.

Under review by PEFC, we think a forestry ecolabel will prove a critical part of developing their value added industry and we hope other African nations follow suit. Well done Gabon!

No Comments » | Tags: africa, forestry
Posted by Jacob on Friday, October 19th, 2007 | Permalink |