Interested in learning more about this group?
|please contact GreenBlue's staff lead for this group Tom Pollock
SPC Industry Leadership Committee on the Value of Forest CertificationLaunched: February 2013.
- Laura Thompson, Director of Technical Marketing and Sustainable Development, Sappi Fine Paper North America
- Helen Sahi, Sustainability Director, Avery Dennison
- Rosalyn Bandy, Senior Sustainability Manager, Avery Dennison
- Tom Pollock, Senior Project Manager, GreenBlue
Scope:In the U.S. alone, certified forest land stands at approximately 60%, yet demand for certified fiber and the benefits of forest certification are much greater than what is currently available. This group seeks to take a closer look at certification costs across the supply chain to inform the understanding of the economic opportunities and costs that face landowners (small and large, public and private), and ultimately how these economic factors influence the supply chain and decision making. The work is intended to help explore and potentially develop existing or new business models to increase the amount of certified fiber.
- Understand the economic influences that drive forest certification in North America.
- Explore initiatives and models currently underway to increase certified and responsibly managed forest area.
- Identify solutions to better understand “what is an efficient and cost-effective model that provides brand owners the level of assurance they need that the wood fiber they are sourcing from private landowners in the U.S. comes from responsibly managed forests?”
Since the release of the Guidelines for Sustainable Paper Products in 2013, the Forest Products Working Group and other members of the Sustainable Packaging Coalition have formed a committee to better understand the economic and social values of Forest Certification in North America. By implementing a modified version of the Value Innovation Process (illustrated below), a learning-by-doing engagement designed to tie innovation and sustainability together to create a roadmap to robust solutions. The methodology is focused on first answering “What” value needs to be delivered before determining “How” to deliver that value. The process is intended to generate results that better define and deliver the value that customers are seeking.
In June of 2014 the Committee hosted an Innovation Summit
that brought together representatives from across the forest products industry (forest owners. loggers, paper manufacturers, printers, brokers, retailers, publishers, etc.) to discuss forest certification and defining its desired value. One of the most valuable takeaways came from small landowners who expressed the need to include or reinforce value drivers outside of those typically associated with forest certification. For example, innovative ways to demonstrate and verify responsible forest management that are more aligned with how their land is being managed, as well as mitigating sourcing risks and concerns about illegal sourcing. At the other end of the supply chain, brand owners communicated the value of forest certification in helping to establish trust with consumers, and verify responsible procurement strategies.
Coming out of the summit, the Committee and GreenBlue staff continued to validate and define the new value curves with Landowner and Brand Owner task groups. The task groups confirmed much of the findings leading up to the summit, as well as the outcomes from the summit itself. However, there was an expressed concern to continue to reach out to the private landowners with relatively small holdings (less than 2,000 acres) and to engage some of the indirect customers, or "Influencers" of certification like other environmental NGOs and regulatory agencies. Furthermore, the committee and task group felt that one of the best ways to facilitate this conversations would be through a second summit-like event.
This event will continue to explore what is an efficient and cost effective model that provides incentives for private landowners in the U.S. and provides Brand Owners with the level of assurance required in their procurement strategies.
The goal of the second summit will be to start to develop answers to this question and start to transition the committee into the “How Might We” stage of the value innovation process. By once again bringing the entire value chain together and having indirect customers attend as well, we are positioning this event to help define comprehensive ideas that deliver the desired value of responsible forestry practices.