Professional Documents
Culture Documents
Deforestation:
joining forces to
stimulate
demand for
sustainable
forest products
5th PEFC Stakeholder Dialogue
Paris
November 20th, 2015
William Street
Chair
PEFC International
www.pefc.org
PEFC Portugal/CFFP
Special guest
M. Jean-Yves CAULLET
Chairman of Office National des Forts (ONF)
Deput de lAssemble Nationale
Session 1
Consumer Goods &
Deforestation: An
Anaylsis of the
Extent & Nature of
Illegality in Forest
Conversion for
Agriculture &
Timber Plantations
Key Note:
Kerstin Canby
Director Forest Trade &
Finance
Forest Trends
www.pefc.org
20 November 2014
Kerstin Canby
Forest Trade & Finance
Forest Trends
Outline
Results: Summary
11/20/2014
Scope of Impact
Deforestation: 21m ha of tropical forests illegally cleared
2000-2012 in order to supply agro-commodities for export
Climate change: Emissions from illegal deforestataion
from commercial agriculture average 1.47 gigatonnes CO2
per year equivalent to EUs annual fossil fuel-based
emissions
Trade: Value of agro-commodities produced on land
illegally converted from tropical forests estimated at $61
billion / year. Largest buyers: EU, China, India, Russia, US
11/20/2014
11/20/2014
11/20/2014
11/20/2014
Clearance
No permit, permit non-compliance, in advance of permit
Clearance in prohibited zones
Failure to compensate affected communities
11/20/2014
Conversion Timber
13% low
31% medium
Conversion Timber
11/20/2014
Agricultural Commodities
Agricultural Commodities
11/20/2014
Outline
m3 RWE Millions
80
60
40
20
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Logs
Sawnwood
Wood chips
Veneer sheet
Charcoal
Particleboard
Wood furniture
Fiberboard
Plywood
Other
m3 RWE
Millions
50.0
40.0
30.0
20.0
10.0
0.0
2000
Plywood
2001
2002
Furniture
2003
2004
Fiberboard
2005
2006
Flooring
2007
Other
2008
2009
Joinery
2010
2011
Lumber
2012
2013
Veneer Sheet
11/20/2014
other
Volume 1000 m3
700
DRC
600
Mozambique
500
Lao PDR
Myanmar
400
Nicaragua
300
Ghana
200
Togo
100
Benin
Gambia
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Vietnam
Quantity
400'000
350'000
other
300'000
France
Macau
250'000
United States
200'000
Hong Kong
150'000
Taiwan
100'000
Singapore
50'000
0
Japan
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
m3 RWE Millions
100
80
60
40
20
0
2000
2001
Russia
Vietnam
European Union
Indonesia
2002
2003
2004
2005
2006
Canada
United States
Australia
Papua New Guinea
2007
2008
2009
2010
New Zealand
Thailand
Africa
Other
2011
2012
2013
12
Latin America/Caribbean
Millions
10
m3
Other Asia
North America
Europe
Other Africa
Malaysia
Equatorial Guinea
Cameroon
Congo
Myanmar
Russia
Solomon Islands
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Includes all products in CN44 (wood) and wood products in CN94 (furniture).
Based on FII Ltd/European TTF analysis of Eurostat and data derived from certification/legality system websites and Keurhout
Challenge uptake of FMSystem linked to chain-ofcustody and leading to on-label logo use
Ministry of Industry
and Trade,
November 2014:
temporary ban on
import of logs and
sawntimber from
Laos and Cambodia
starting Dec 8, 2014
Thank you
Kerstin Canby
kcanby@forest-trends.org
www.forest-trends.org
Session 2 Understanding
Consumers
Behavior, Perception
& Expectations for
Sustainable Products
Looking at the
Evidence Base
Session chair :
Julian Walker-Palin
PEFC International Board
www.pefc.org
Elizabeth Pastore-Reiss,
President, EthiCity & Greenflex
10
Contents
Little introduction to Asda
Our vision
Customer panel
Customers and sustainability
Customers and products
Customers and timber
About Asda
Weve got history
Founded in 1960s in Leeds, where were still head
quartered
Weve got scale
Over 180,000 Asda colleagues
Over 560 stores
Weve got reach
Over 18 million shoppers served per week in store
Over 98% of UK homes served through our home
shopping business
We believe sustainable
living is for everyone, no
matter who they are and
what their income.
37%
63%
10%
2%
82%
6%
Green is normal
I shop green
I expect to be greener
in the future
Timber
91% of customers agree that wood and paper based
products should be sourced from sustainably
managed forests
A word of caution
Consumer perceptions
and behaviors for
sustainable products
Le 24 juin 2014
N o v e m b e r 2 0 th, 2 0 1 4
Buy environmentally
friendly products
37%
40%
38%
34%
27%
46%
25%
36%
18%
22%
27%
28%
ENTREPRISES
Garantee
Garantee
Garantee
Garantee
Reconciliation
Garantee
Reconciliation
Thank you
Elizabeth Pastore-Reiss
AF&PA Overview
Advances sustainable pulp, paper,
packaging and wood products industry
4% of U.S. manufacturing GDP
210 billion USD in products/year
Top 10 manufacturing employer in 47
states
Our Products
Sustainability
Conservation minded
Emotional value of paper
Atmospherics
Negative Pressures
Misconceptions of
how paper is made
Value imbalance of
paper vs. trees
Functionality
preference for digital
media
Strong
preference for
paper products
over plastic
Nostalgia and
emotional
connection
The renewability
and recyclability of
paper is consistent
across grades
Some belief
that paper and
technology can
coexist
Effective
messages that
correct faulty
environmental
perceptions
Top Messages
Heightened
preference for
paper
Understand
renewable and
recyclable
nature of paper
Purchaser
Chooses
Paper
Improved
perception of
companies
using paper
Donna Harman
AF&PA President and CEO
Visit us online at:
afandpa.org
Follow us on Twitter:
@DonnaHarmanAFPA
@ForestandPaper
11
Session 3
Successful
Approaches for
Engaging
Consumers on
Sustainability
Learning from
Innovative
Solutions
Session chair :
Julian Walker-Palin
PEFC International Board
www.pefc.org
Retailer perspective
13
ENGAGING
CONSUMERS ON
SUSTAINABILITY
Julia Young
Manager GFTN-UK
WWF-UK
20th November 2014
Panda facts
+100
+5,000
WWF is in over
100 countries, on
5 continents
1961
+5M
24 November 2014
TRANSPARENCY
AWARENESS
DIFFERENTIATION
APC
24/11/2014
14-129-APC
24/11/2014
14-129-APC
24/11/2014
Simplicity
Transparency
TRUST
Integrity
Cost of products
14-129-APC
24/11/2014
14-129-APC
24/11/2014
USO PBLICO
COMPANY OVERVIEW
Inequality
Global
ISO
Greenpeace
WBCSD/ FSG
The Forest
Dialogue
WWF
Clients
FSC (Board of
Directors)
National
TNC
CI
FSC
PEFC/CER
FLOR
Local/State
Forest
Forums
Brazilian Forest
Dialogue
Research Institutes
Greenpeace
WWF Brazil
Forest Associations
Communi
ties
NGOs
Government
Boddies
PEFC
Suzano
Dialogu
e
Area
(hectares)
Preservation Area
(hectares)
Tocantins
15.000
8.000
Piau
33.000
18.000
Minas Gerais
36.000
16.000
Espirito Santo
56.000
18.000
Bahia
173.000
63.000
So Paulo
187.000
62.000
Maranho
397.000
173.000
Total
897.000
358.000
State (Brazil
only)
BA, ES e MG
Total: 265.000 ha
SP
Total: 187.000 ha
Ref. Sep2014
SUSTAINABILITY
Corporative Level
Intelligence
US$ 6.400.000
(Social investment
indicator for 2013)
Climate Change
Carbon management
927'483
tCOe
932'884
826'496
2011
2012
2013
SUSTAINABILITY
Where do we Act
Environmental permits
14 main rivers
where water
monitoring is
carried out
Environmental education
Participation in Conservation Units Councils
THANK YOU
PEFC
November 20th, 2014
Irina Coup EUTR manager
Who we are
240 shops : France, Spain,
Italy, Belgium, Luxembourg,
Germany and Switzerland
20 new shops per year
A website :
www.maisonsdumonde.com
3 catalogues : Indoor ,
Outdoor and Junior
5000 furniture items
A strong CSR policy
Teak
Mahogany
Sheesham
Mango
Acacia
Oak
Walnut
Elm
etc
What we can do
Which label and what for?
How to be proactive
Supplier MDM
1) Map
2) Audit
3) Certify
4) Communicate
DSC_3490-2
www.maisonsdumonde.com
www.developpementdurable.maisonsdumonde.com
2008: 9 countries
2014: more than 25 countries (19 in EU)
Many examples of regional and local governments,
major public projects (e.g. London Olympics)
Simpler scheme/document-based:
Australia, Austria, China, Finland, France, Germany, Italy,
Japan, Latvia, Lithuania, Mexico, New Zealand, Norway,
Spain, Sweden, Switzerland
EU GPP-based:
Bulgaria, Cyprus, Czech Republic, Malta, Slovenia
Impacts
Impact on penetration of certified timber products
UK:
2008 study: certified products 80% of market (domestic and
imported) up from 55% in 2005
2010 study: identified TPP as one of drivers
Netherlands:
Timber: 13% (2005) 34% (2008) 68% (2011)
Paper: 33% (2011)
Conclusions
Timber procurement policies are useful tools in helping
to steer the market
Can be developed and introduced relatively quickly
Send signal to market, reinforce other actors
Thank you
Turnstones Motivation
Belief in Clients
Examples:
Genuine sustainability of American hardwoods
(AHEC)
Need for uniform grading system to maximise forest
yield (NHLA)
Necessity to communicate issues (GTF)
Benefits of national forest certification (PEFC)
Efforts in forestry responsibility (MTC/MTCC)
TURNSTONE
Communications
PROMOTING WOOD
TURNSTONE
Communications
PROMOTING WOOD
China
India
12
Brazil
9
Indonesia
Russia
7
Egypt
6
Thailand
5
Mexico
4
Turkey
3
Vietnam
Philippines 3
2
Iran
2
Poland
Nigeria 1
25
234
60
2009 levels
50
75
100 125 150 175 200 225 250 275 300 325 350
Households with real PPP incomes greater than $20,000 (in millions)
Source: Global Insights Global Consumer Markets data as analyzed by OGA
TURNSTONE
Communications
PROMOTING WOOD
2013 Nov
2014 Oct
11
Architecture
Construction
12
B2B PR
13
TURNSTONE
Communications
PROMOTING WOOD
Thank you!
TURNSTONE
Communications
PROMOTING WOOD
Session 4: Emerging
Initiatives & Alliances
Addressing
Deforestation through
Promoting
Sustainable
Production,
Consumption & Trade
Session chair :
James Griffiths
PEFC International
www.pefc.org
16
Session 5:
Discussion
Groups Identifying
Opportunities for
Action &
Collaboration to
Scale-up Forest
Certification
Session chair :
James Griffiths
PEFC International
www.pefc.org
18
14:30 14:45
14:45 15:15
15:15 16:15
16:15 16:30
16:30 17:15
17:15 17:30
Global Consumer
Survey
Thorsten Arndt
Head of Communication
PEFC International
www.pefc.org
Survey design
20
Client:
Subject:
PEFC Label.
Method:
Sample:
Fieldwork:
6%
4%
26%
5 - I strongly agree
4
3
30%
34%
21
1 - I strongly
disagree
29%
Yes
No
71%
22
54
30
Brand
23
24
Recommendations of family/
friends
17
16
15%
4%
Yes
No
Don't know
81%
24
None
PEFC
Any label (net)
PEFC
ASF / CERFLOR / CFCC / SFI
None
25
10
20
30
40
50
60
PEFC
15
23
49
3,4
7 6
FSC
is a label I can trust
26
14
24
49
7 6
3,3
Summary
Consumers agree that their shopping choice can
make a positive difference
Almost 1/3 of all consumers state that they actively
look for a certification label
PEFC is the most trusted global certification system
Consumers trust certification labels and expect
companies to label products
27
Thank you
Thorsten Arndt
Head of Communication
PEFC International
www.pefc.org
Exercise One
15:15 - 16:15
Exercise Two
30
Room
Salon Carot
Salon Carot
Salon Carot
Salon Dufy
Salon Dufy
Salon Dufy
Salon Dufy
Salon Dufy
Salon Dufy
31
Reflections
Factors outside of the forest sector are significant drivers of
deforestation
Consumers
expect products to be sustainably sourced and
retailers to provide them, though not willing/able to pay
more
expect companies to communicate sustainable
sourcing through labels such as PEFC; labels are more
trusted than brands
(Consumer Goods) Companies
Use certification to help manage supply chain risks
Utilize procurement policies and commitments
(individually & collectively)
Benefit from labels to communicate responsible
sourcing
33
Reflections
Governments
Have major impact through combined
purchasing power and policy frameworks
Are increasingly moving from legal to
sustainable
Public-private partnerships
Increasing number of initiatives in multiple
sectors addressing sustainable sourcing and
deforestation challenge
Forest certification is part of the solution
34
Reflections
Forest certification proven tool, yet there is a need
for
Scale it up to ensure supply & benefits to
forests and those dependent on them
better collaboration/integration with related
sustainability standards (cross-sector,
landscape level)
all actors along the entire value chain to
better communicate & label
35
36
PEFC Portugal/CFFP
37