Stakeholder Dialogue 2014 Presentations

8/10/2019 Stakeholder Dialogue 2014 Presentations

1/151

www.pefc.org

Addressing

Deforestation:

joining forces to

stimulate

demand for

sustainable

forest products

5th PEFC Stakeholder Dialogue

Paris

November 20th, 2015

William Street

Chair

PEFC International


2/151

PEFC would like to thank the sponsors of

PEFC Forest Certification Week:

2

and our hosts, PEFC France

Mets Group PEFC Portugal/CFFP Suzano Pulp and Paper


3/151

Safety briefingAND CELL PHONES

If for any reason we need to evacuate, please leave theroom by the marked exit doors.

Our assemble point is outside the front of the hotel.

Please stay calm and follow the guidance of the PEFC

staff.

AND PLEASE TURN YOURCELL PHONE OFF!!!

3


4/151

Our Agenda today has a consumer &

supply-chain focus for forest products and

forest certification services

4

Consumer goods & deforestation Latest research from Forest Trends & UK

Government on commodity & market drivers

Consumer perceptions & behaviour

3 experts looking at the latest evidence base

Engaging consumers on sustainability

6 cases from different actors on understanding

needs & changing behaviour

Emerging initiatives & alliances

4 knowledge blasts on new innovationsDesigning forest product supply-chains fully supported

by certification solutions - to inform PEFC strategy

9 breakout groups getting your insights on

scale-up challenges & opportunities


5/151

Materials & Process

In your information folder Participants workbook program, speakers,

notes and the two breakout exercises

Key audience questions

4 throughout the day

Vote by standing-up for the answer that you

agree with

Breakout groups (14:45-16:15)

9 groups each with a PEFC staff facili tator

You will getting a PEFC number card as youleave for lunch

KEEP IT or REMEMBER the # so you know

where to go and who your facilitator is

5


6/151

Special guest

6

M. Jean-Yves CAULLET

Chairman of Office National des Forts (ONF)

Deput de lAssemble Nationale


7/151

Audience survey question 1

7

Please respond to this statement:Forest certification is currently being effectively

used to support sustainable supply chains &

brands, promote a sustainable forest industry and

combat deforestation.

Answer options are: When asked, stand-up for the

answer you agreement with:

1. Yes, I think it is

2. I have mix views on its use & leverage3. No, it is definitely not


8/151

www.pefc.org

Session 1Consumer Goods &Deforestation: An

Anaylsis of theExtent & Nature ofIllegality in ForestConversion for

Agriculture &Timber Plantations

Key Note:

Kerstin CanbyDirector Forest Trade &

Finance

Forest Trends


9/151

Consumer Goods and DeforestationAnalysis of Extent and Nature of Illegality in Forest

Conversion for Agriculture and Timber Plantations

5thPEFC Stakeholder Meeting 20 November 2014

Kerstin CanbyForest Trade & FinanceForest Trends


10/151

Outline

Consumer Goods and Deforestation Report Summary of report findings

Methodology Conversion Timber Agricultural Commodities

Update on China and Greater Mekong region


11/151

Results: Summary

11/20/2014

* Midpoint estimates used in sensitivity analyses *


12/151

Illegality in major countries

11/20/2014


13/151

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 CO2per year equivalent to EUs annual fossil fuel-based

emissions

Trade: Value of agro-commodities produced on landillegally converted from tropical forests estimated at $61

billion / year. Largest buyers: EU, China, India, Russia, US

11/20/2014


14/151

Results: Sensitivity analysis

11/20/2014


15/151

Results: Commodity exports

11/20/2014


16/151

Definition of Legality / Illegality

11/20/2014

Legality determined by laws & regulations of producer

countries, at the time of deforestation

Illegalities of past 20-30 years only, directly or

indirectly caused by commercial agriculture

Does not include international commitments (ILO

169, UNDRIP, etc)

Does not include customary rights unrecognized bystatutory law


17/151

Definition of Legality / Illegality

11/20/2014

Only focuses on violations with large impact

Issuing of licenses / permit

Corruption / bribery

Example PNG: Parliamentary Inquiry found 90% SpecialAgriculture and Business Leases (SABLs) obtained

through corrupt/fraudulent means

Clearance

No permit, permit non-compliance, in advance of permit

Clearance in prohibited zones

Failure to compensate affected communities


18/151

Conversion Timber

Tropical timber in global markets being sourced fromland clearance projects

13% low 31% medium 49% high scenario

Role of conversion timber in the profitability ofagricultural development projects

Are the legality issues different from conventionalforest concessions?

More emphasis on early processes of land acquisition,auctions, permitting, degazetting of forest estate

11/20/2014


19/151

Conversion Timber

Mechanisms designed to address illegal loggingwere designed in the 1990s and early 2000s before

agricultural land boom

Certification standards and legality verification schemes VPAs now focussing on this, or are being reviewed

Engagement of agricultural ministries or landmanagement

11/20/2014


20/151

Agricultural Commodities

Calls to replicate FLEGT mechanisms for illegalagricultural commodities

EUTR, Lacey, VPA processes

Impatience with voluntary approaches (RoundTables, RSPO,voluntary Zero Deforestation commitments

Very different dynamics politically Fewer number actors, major multi-nationals who are producers /

traders / processors, more money, more political

Private sector interest in asking governments to get their legalhouse in order > basic improvements in investment climate

11/20/2014


21/151

Agricultural Commodities

Will the land be forever illegal? Informal processes for conflict resolution

Blanket amnesty

Fines

Offsets

11/20/2014


22/151

Outline

Update on China and Greater Mekong region


23/151

China: timber product imports by volumeand product type

0

20

40

60

80

100

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

m3RWEMillions

Logs Sawnwood Wood chips Veneer sheet Charcoal

Particleboard Wood furniture Fiberboard Plywood Other


24/151

China: timber product exports by volumeand product type

11/20/2014

0.0

10.0

20.0

30.0

40.0

50.0

60.0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

m3RWE

Millions

Plywood Furniture Fiberboard Flooring Other Joinery Lumber Veneer Sheet


25/151

China: Rosewood Imports

0

100

200

300

400

500

600

700

800

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

other

DRC

Mozambique

Lao PDR

Myanmar

Nicaragua

Ghana

Togo

Benin

Gambia

Vietnam

Volume1000m3


26/151

China: Rosewood Furniture Exports

0

50'000

100'000

150'000

200'000

250'000

300'000

350'000

400'000

450'000

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

other

France

Macau

United States

Hong Kong

Taiwan

Singapore

Japan

Quan

tity


27/151

China: Timber product imports by volumeand source country

0

20

40

60

80

100

120

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

m3RWE

Millions

Russia Canada New Zealand

Vietnam United States Thailand

European Union Australia Africa

Indonesia Papua New Guinea Other


28/151

China: Hardwood log imports

0

2

4

6

8

10

12

14

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

m3

Millions

Middle East/Central Asia

Other Oceania

Latin America/Caribbean

Other Asia

North America

Europe

Other Africa

Malaysia

Equatorial Guinea

Cameroon

CongoMyanmar

Russia

Solomon Islands

Papua New Guinea


29/151

EU-27 timber imports by region and

exposure to 3rdparty verification (2011)

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


30/151

Legality of China Wood Supply

Illegal harvest not problemin domestic supply main

issue is rights of local

people

Bigger question: how tohandle imports from high

risk countries?


31/151


Illegal harvest not problemin domestic supply main

issue is rights of local

people

Bigger question: how tohandle imports from high

risk countries?


32/151


International laws (EUTR, US Lacey) are obligingtraders to question government documents in countries

that are unable or unwilling to enforce their own laws

This is not in the draft China State ForestAdministration Timber Legality Verification System

Chinese Forest Management System has just beenendorsement by PEFC this year

Challenge uptake of FMSystem linked to chain-of-custody and leading to on-label logo use


33/151

Vietnam the next China

Ministry of Industryand Trade,

November 2014:

temporary ban on

import of logs and

sawntimber from

Laos and Cambodia

starting Dec 8, 2014


34/151

Thank youKerstin [email protected]


35/151

www.pefc.org

Session 2 -Understanding

ConsumersBehavior, Perception& Expectations forSustainable Products Looking at theEvidence Base

Session chair :

Julian Walker-Palin

PEFC International Board

Panel 2: The latest on consumer behaviour


36/151

Panel 2: The latest on consumer behaviourresearch and baseline surveys, including

forest products

10

Laura Babbs, Sustainability

Manager, ASDA UK

UK retailer perspective based on

regular customer surveys

Elizabeth Pastore-Reiss,

President, EthiCity & Greenflex

France & Western European

perspective

Donna Harman, President,

American Forest & Paper

Association

North American perspective

Q & A + Panel discussion


37/151

Asda sustainability research

our customer insight

Laura Babbs


38/151

Contents

Little introduction to Asda

Our vision

Customer panel

Customers and sustainabili ty

Customers and products

Customers and timber


39/151

Weve got historyFounded 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

About Asda


40/151

Our sustainabili ty vision

We believe sustainable

living is for everyone, no

matter who they are and

what their income.

Our business is committed to delivering

great value at everyday low prices. For

us, sustainability is part of that value.

Weve worked hard for many

years to reduce our environmentalimpacts and, as a result, our costs.

Were listening to what our customers

care about and they want us to help

them lead greener lives.


41/151

Asda customer panel

37%

63%

68% primary, 32%secondary shopper

10%

2%

6%

82%

20,000 customer panel, with average response rates of

between 6-9,000 responses


42/151

I expect to be greener

in the future

I set the sustainability

agenda

I shop green

Green is normal

The green choiceshouldnt cost more

Customer know their minds


43/151

Products, products, products

Green effects buying decisions in someareas but not others

Local sourcing is the most important

issue for customers

Confusion around sustainability

terminology

Customers are the least interested in

sustainability issues related to clothing,

home, garden & DIY


44/151

Timber

91% of customers agree that wood and paper basedproducts should be sourced from sustainably

managed forests

90% of customers think that packaging

should be sourced from sustainably

managed forests

59% of customers think products sourced fromsustainably managed forests should have an

independent product label


45/151

A word of caution


46/151

What does this mean for you?

This is not a fad or trend

our customers expect to

be greener in the future

The vast majority

of people care

about sustainability

Messaging needs to be clear

and consistent there is

already confusion around

terminology

Need to be cautious around

what customers say and what

they buy

Timber sustainability is important to

customers however, this ranks below

other retail sustainability issues


47/151

Le 24 juin 2014

Co n s u m e r p er c ep t i o n san d b e h av i o r s f o r

s u s t a i n ab l e p r o d u c t s

N o v e m b e r 2 0 t h , 2 0 1 4


48/151

MAIN EUROPEAN TRENDS


49/151




50/151


Buyenvironmentally

friendlyproducts

38% 34%

25% 36%

Avoidenvironmentally

unfriendlyproducts

37% 40%

27% 46%

Theextra cost of environmentally

friendly products isnot worth it for me

18% 22%

27% 28%

(Often + All the time) (Often + All the time)

(Often + All the time)

BUYERS OF WOOD DERIVED PRODUCT


51/151

BUYERS OF WOOD-DERIVED PRODUCT(FRANCE)

ENTREPRISES CONSOMMATION RESPONSABLE

Garantee Garantee

Garantee Garantee Reconciliation

Garantee Reconciliation


52/151


53/151

Understanding Consumers Behavior, Perception

& Expectations for Sustainable Products:North American Perspective

Donna Harman

AF&PA President and CEO


54/151

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


55/151

Our Products


56/151

Sustainability


57/151

Millennial Research Findings

Packaging is fundamental

Convenience is key

Paper-based packaging is:

Considered the most environmentally-

friendly packaging option

Expected to become more prominent

Conservation minded

Emotional value of paper


58/151

Atmospherics

Acceptance and Use of Paper

Negative Pressures

Misconceptions of

how paper is made

Value imbalance of

paper vs. trees

Functionality

preference for digital

media

Belief that using paper is

wasteful

Strong

preference for

paper productsover plastic

Strengths and Assets

Nostalgia and

emotional

connection

Some belief

that paper and

technology cancoexist

Effective

messages that

correct faulty

environmentalperceptions

The renewability

and recyclability of

paper is consistentacross grades


59/151

Top Messages


60/151

Consumer Choice Impact Research


61/151

Moving the Needle

PurchaserChoosesPaper

Heightenedpreference for

paper

Understandrenewable and

recyclable

nature of paper Improvedperception ofcompaniesusing paper

Messages showed improvements in views of the value of paper,

and people more inclined to use/choose paper products


62/151

New Public Awareness Program


63/151

Wood Products Promotion Program


64/151

Choosing Wood Products

Recognition of positive life-cycle attributes

Outreach to architects and specifiers change

attitudes

Canadian research on mental healthattributes from wood buildings

New product potential from wood-based

nonmaterial

Bio-based products of all types -- energy,

chemicals, etc.


65/151

Donna Harman

AF&PA President and CEO

Visit us online at:afandpa.org

Follow us on Twitter:@DonnaHarmanAFPA

@ForestandPaper


66/151


11

Please answer this question:

Is the evidence on consumer preferences for

sustainable products compelling enough to

mainstream and accelerate demand for certified

forest products?



1. I am convinced, scaling up certification is a

key opportunity for our sector

2. Not yet, certification is still only a niche

opportunity in a few sensitive markets

3. Evidence remains weak, the certification

business case still needs to be built and

communicated

Session 3


67/151

www.pefc.org

Session 3 SuccessfulApproaches for

EngagingConsumers onSustainability Learning fromInnovative

Solutions

Session chair :

Julian Walker-Palin

PEFC International Board

Panel 3: Highlighting experiences in understanding

& infl encing cons mer perceptions & b ilding


68/151

& influencing consumer perceptions & building

awareness on sustainability, including forest products

13

Jul ia Young, Manager, Global Forest &Trade Network, WWF UK

NGO perspective on t ransformingmarkets and consumer actions

Claire Tutenuit, Enterprises pour

lEnvironnement

French business NGO perspective on

stimulating and responding to

consumer demand

Jorge Cajazeira, Director Institutional

Affairs, Suzano Pulp & paper

Global pulp & paper company

perspective

Irina Coup, Dveloppement Durable,

Maisons du Monde

Retailer perspective

Duncan Brack, Associate Senior

Fellow, Chatham House

Governments as customers and the

role of public procurement

Michael Buckley, Managing Director,

Turnstone Singapore

B2B wood promotion and

communications in Asia

Q & A + Panel discussion


69/151

11

Safeguarding the natural world

ENGAGINGCONSUMERS ONSUSTAINABILITY

Julia Young

Manager GFTN-UK

WWF-UK

20thNovember 2014

P d f t


70/151

Panda facts

24 November 2014 2

WWF has over

5,000 staff worldwide

+5,000

WWF has over5 million supporters

+5M

WWF is in over

100 countries, on

5 continents

+100

WWF was foundedIn 1961

1961

Reduce our impact

Add d t th th d d d b h d f


71/151

Added together, the demands made by each and every one of us

humanity's Ecological Footprint are far too much for our planet.

50% too much, in fact


72/151

TRANSPARENCY

AWARENESSDIFFERENTIATION


73/151

24 November 2014 5

404 Million Hectares of forest globally

certified under FSC and PEFC combined

Pressure to improve forest management

practices where these have caused forest

loss, and to undertake restoration

Slow but increasing customer awareness

Communicate to people in so they can make

the right choices

Understand whether you are supporting

sustainability with what you invest in

PEFC in the future


74/151

PEFC in the future

24 November 2014 6

Engaging consumers on sustainability is a global story

To be recognized as a credible scheme for sustainable forest managementacross the board, an action plan is required to establish balanced social,environmental and economic governance, nationally andinternationally

PEFC can also contribute to a sustainable future for forests throughaccreditation requirements for Forest Management Certification

Set the highest standards for t ransparency, as this drives improvementsin forest management and engagement of stakeholders by being stricterand more transparent in making information on surveillance audits,audit reports, and resolution of complaints public in a timely way

As PEFC grows in areas where forest governance, and the capacity of civilsociety to engage, are still relatively weak, it must act to safeguardresources fundamental for satisfying the basic necessit ies of localcommunities or indigenous peoples, through engagement with them

Empower people with credibi lity


75/151

77


76/151

1 APC 24/11/2014

PEFC Stakeholders Dialogue

20 November 2014

EpE, French partner of the WBCSD


77/151

2 14-129-APC 24/11/2014

p , p

Some forty French and international companies

A shared vision and commitment :

better integrate environment into strategies and management

Our mission: exchange of good practices, dialogues, methods

Consumer engagement activities


78/151

3 14-129-APC

g g

An ECO Enterprises-Consumers-ONG dialogue

In the hierarchy of consumers priorities, environment /climate change is last; health, money and social status areon top; benefit for customer comes in the middle

An experience on mobility: Autolib Difficult anticipation of behavioral waves such as the

one on-going in mobility

Labelling: buildings, recycled materials,

Beware any confusion!

Few members sell forest products Sequana on paper

Saint-Gobainon wood products for buildings: certificationmeans access to certain markets

24/11/2014

Key success factors ?


79/151

4 14-129-APC

y

Simplicity

Transparency TRUST

Integrity

Cost of products

24/11/2014

Possible take-out for PEFC


80/151

5 14-129-APC

Work on reputation on the three counts

Simplicity on objectives: more wood / morebiodiversity / more carbon capture ?

Transparency: clarify managementprinciples, certification procedures, thirdparty role, pedagogy to visiting public

Integrity: produce more examples of wellmanaged forests, control estovers,

24/11/2014


81/151

Connecting Forests with Consumers

Building Credible Reputation through Sustainability andCertification Programs

USO

PBLICO

1

Ph.D. Jorge E. Reis CajazeiraInstitutional DirectorPEFC 2014 General Assembly

COMPANY OVERVIEW


82/151

Suzano produces pulp from 100% renewableplanted eucalyptus forests.

Our operations are present in 7 countries. Weexport to more than 60 countries worldwide

High quality certified products are delivered dueto excellence in forest and industrialmanagement.

This is all made possible through an proactivedialogue with our stakeholders (NGOs,syndicates, government and community leaders).

COMPANY OVERVIEW

Suzano Operations Worldwide


83/151

Suzano Operations Worldwide

*figures of last 12 months ending on 6/30/2012

Inequality


84/151

Inequality


85/151


86/151

Clients

The ForestDialogue

WBCSD/ FSG

Greenpeace

PEFC

FSC (Board of

Directors)

WWF

Brazilian ForestDialogue

Global

National

Research Institutes

Greenpeace

WWF Brazil

TNC

CI

FSCPEFC/CER

FLORForest Associations

Local/State

ForestForums

NGOs

Communities

Government

Boddies

Suzano

Dialoge

ISO

SUSTAINABILITY IS IN OUR BLOOD


87/151

MA, PI e TO

Total: 445.000 ha

SP

Total: 187.000 ha

BA, ES e MG

Total: 265.000 ha

Ref. Sep2014

Operational and protected areas

40% of Suzano

s territory is designated for preservation, within

this area there are three different types of biomes: Amazon, AtlanticRainforest, Cerrado (brazilian savannah).

State (Brazil

only)

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

SUSTAINABILITY


88/151

Corporative Level

Intelligence Sustainability performance indicators

Monitoring of social/environmental commitments

from financial support agreements

(BNDES, ECAs)

Participation in Sustainability Forums and Awards

(FGV, WBSCD, FSC, WWF, IB)

Climate Change Carbon management

GHG Emissions Inventory

Carbon Footprint (Bahia and Maranho in 2014)

New technology impacts analysis

US$ 6.400.000(Social investmentindicator for 2013)

ABTCP 2014 Social

Responsibility awardFor the creation ofcommunitarian councils

Suzano

s emissions inventory

932'884 927'483

826'496

2011 2012 2013

tCOe

A very rare cougar couple spotted inSuzanos protected area in Maranho
http://www.abtcp.org.br/?page_id=3047


89/151

SUSTAINABILITYWhere we Act & Some Numbers

Where do we Act

Environmental permits

Legislation/certification attendance (ex: new forest

code, waste management law)

Forests operations technical support

Environmental program management

(water, flora, fauna, soil, archeology)

Environmental education

Participation in forums and conservation units councils

High Conservation Value Forests management

1.442 species identified (mammals andbirds)

Participation in Conservation Units Councils

14 mainriverswhere watermonitoring is

carried out

Suzano s protected area in Maranho

OUR COMMITMENT TO SUSTAINABILITY TRANSLATES


90/151

OUR COMMITMENT TO SUSTAINABILITY TRANSLATESINTO:

100% OF OUR PRODUCTIVE FORESTS ARE DOUBLECERTIFIED

LARGEST SET OF CERTIFIED MILLS AND DISTRIBUTORSIN LATIN AMERICA (29 SITES IN TOTAL)

100% OF OUR PRODUCTS ARE FSC CERTIFIED

This is not Enough


91/151

This is not Enough

To demonstrate our commitment to sustainabilityand our respect to the consumers right tochoose, we are announcing this:

Suzano will certify all its DistributingCenters and Mills under CERFLOR/PEFCCOC by December 2015

Regarding ISO ...


92/151

Regarding ISO ...

An opportunity to PEFC ISO will focus on non-certified forest products

Legal

DDS compliance for non-certified/controlledmaterials Community Wood Non-traditional products (cork, bambu etc.) ISO will help to ensure traceability where

PEFC still is not possible/present (i.e. Africa)


93/151

THANK YOU


94/151

PEFC

November 20th, 2014

Irina Coup EUTR manager

Who we are


95/151

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

How we depend on forests
http://www.maisonsdumonde.com/http://www.maisonsdumonde.com/


96/151

Teak Mahogany

Sheesham

Mango

Acacia

Oak

Walnut Elm

etc

p


97/151

How to be proactive


98/151

p

More responsible products


99/151

p p

602 items PEFC

380 items FSC

23 items TFT

200 items QR

133 items with

recycled wood

54,2%

of our wooden furniture

are certified or traced


100/151

Supplier MDM

1) Map

2) Audit

3) Certify


101/151

DSC_3490-24) Communicate


102/151


103/151

www.maisonsdumonde.com

www.developpementdurable.maisonsdumonde.com
http://www.maisonsdumonde.com/http://www.developpementdurable.maisonsdumonde.com/http://www.developpementdurable.maisonsdumonde.com/http://www.maisonsdumonde.com/


104/151

Promoting legal and sustainable timber:

The role of public procurement policy

Duncan Brack (Associate Fellow, Chatham House)

PEFC Stakeholder Dialogue, Paris, 20 November 2014

Public procurement policy: general


105/151

Chatham House | The Royal Institute of International Affairs 2

Use of governments purchasing power in market to

achieve outcomes examples as far back as nineteenth

century

Public procurement accounts for average 12% GDP Though split central / regional / local

Public procurement policy: timber


106/151


Public sector major purchaser of timber products: Paper and packaging

Furniture (office, street, park)

Timber for construction and maintenance (social housing,

schools, hospitals )

Product-specific data generally lacking, but is clear

significant impact in some sectors, e.g.: UK office furniture, 3050% purchased by public sector

Harbour and flood defences

Also can have knock-on effects (2040%?)

Timber procurement policies


107/151


Public procurement policy used for timber since 1970s

FLEGT Action Plan stimulated development

Voluntary EU Green Procurement Policy process Common criteria, now 20 product groups

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)

Objectives and criteria


108/151


Mostly aiming to purchase legal and sustainable timber

Some countries develop own criteria for legal and

sustainable

Some use certification scheme criteria

In either case, criteria generally satisfied through

certification schemes, so market impact may be similar Though also note impact on certification schemes

Some use wider range of evidence


109/151

Impacts


110/151


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)

2011 ETTF survey: public sector and commercial big

buyers main drivers for demand for certified products

Conclusions


111/151


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

Promotion, communication, support for buyers necessary

(e.g. CPET in UK)

Appear to have impact in terms of increasing market

share of certified (FSC and PEFC) products

Comprehensive criteria-based policies have advantages Positive impact on schemes themselves

More difficult to draw up, but plenty of models Useful lessons from timber for procurement policy for

other products (e.g. palm oil)

Thank you


112/151

Chatham House | The Royal Institute of International Affairs


113/151

B2B Wood Promotion andCommunications in Asia

Michael Buckley MPhil, FIWSc

Paris, November 2014

TURNSTONE

Communications

PROMOTING WOOD


114/151

Turnstone Communications Pte Ltd,Singapore

Promoting Wood

Private consultancy - working exclusively in the forestproducts and wood industry sector on behalf of

governments, associations, companies and clients,mainly in Asia.

Personnel and associates have specific experience in

the forest products sector and wood industries, as wellas in publishing and market sectors.

TURNSTONE

Communications

PROMOTING WOOD


115/151

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 Strategy & Tactics


116/151

Turnstone Strategy & Tactics

Working inside media, providing the most reliable data and

information, offering high quality, authoritative copy and

directly connecting media with clients. Networking within

the forestry and manufacturing sector and participation

within industry events

Objectives include:

Raising Profile with PR and Brand Building

Identifying Opportunities for Promotion

Alerting Media to Industry Issues Educating Journalists as the Route to Consumers

TURNSTONE

Communications

PROMOTING WOOD


117/151

What consumers care about in Asia


118/151

depends on where they are and who

they are

The wealthy in Indonesia are very different fromthe rich Chinese, but money is key for most Asians

at all levels of society So price comes before the environment

But, Asians are becoming more savvy and areslowly learning about environmental issues

Education is of vital importance to Asian

communities and teachers and media are often ill-informed about forests

TURNSTONE

Communications

PROMOTING WOOD


119/151

What is driving wood & paper

products consumption in Asia? Economic growth is dynamic

Consumption of all materials is rising

Growth of a new middle class andimproving standards of living are themain drivers, which is turning manyAsian producers from exporting towardslocal distribution, especially since 2008

6 out of 11 of the worlds fastest growing middle classes arein Asia. But the big one affecting wood supply and demand

TURNSTONE

Communications

PROMOTING WOOD

Middle Class in Developing Countries Could Reach 616 Million

Households By 2020, Up 138% From 2009 Levels


120/151

8

y p25% of households in these countries are middle class. By 2020, this could

increase to 49% and the impact on food consumption will be large Developing

countries with fastest growing middle class

234

60

12

9

8

7

6

5

4

3

3

2

21

0 25 50 75 100 125 150 175 200 225 250 275 300 325 350

China

India

Brazil

Indonesia

Russia

Egypt

Thailand

Mexico

Turkey

Vietnam

Philippines

Iran

PolandNigeria

Households with real PPP incom es greater than $20,000 (in m il li ons)

2009 levels Proj gains by 2020

Source: Global Insights Global Consumer Markets data as analyzed by OGA

According to the Shanghai Timber Trade


121/151

According to the Shanghai Timber Trade

Association's market report, China's softwood

timber imports have experienced an increase of141.1% in the last five years.

While China's domestically-produced timber only increased by 2.3%

in 2013, the amount of imported timber grew 18%.

Within one year (2012 - 2013) North America's softwood timber

import to China increased by 50%!

TURNSTONE

Communications

PROMOTING WOOD


122/151

What impact has so far been

achieved in Asia?

Widespread coverage in B2B media

Many editors and journalists now know aboutPEFC

Participation by PEFC in industry shows

Presentations at conferences and seminars

PEFC included in forest certification debates

PEFC even made front covers.

TURNSTONE

Communications

PROMOTING WOOD

2013 Nov 2014 Oct


123/151

11

Architecture Construction


124/151

12

B2B PR


125/151

13


126/151

Given that PEFC is the worlds largest certification system, it is a strong

option for Asia, so some recommendations are:

Continue to inform a wide range of forest industry players - from forestresource management to manufacturing industries - as to the market

opportunities and choices that PEFC endorsed materials can offer

Inform and lobby governments about the national and internationalbenefits of national certification endorsed by PEFC

Explain to professionals why PEFC is both similar and different to FSC

Communicate to trade & industry in Asian countries yet without anational scheme, how they can use and benefit from PEFC CoC

TURNSTONE

Communications

PROMOTING WOOD


127/151

Further information about Turnstone:

www.turnstonesingapore.com

Thank you!

TURNSTONE

Communications

PROMOTING WOOD



128/151

14

Please respond to this statement:

Consumers can be effectively engaged on

sustainability and, more importantly, tools like

certification can help change perceptions & buying

behavior.



1. Yes and these cases prove it

2. I am not convinced yet this happens in some

specific products and markets only

3. No because consumers dont care about

their impacts enough to change what they buy.

Session 4: Emerging

Initiatives & Alliances


129/151

www.pefc.org

Initiatives & Alliances

Addressing

Deforestation throughPromoting

Sustainable

Production,

Consumption & Trade

Session chair :

James Griffiths

PEFC International

Panel 4: Knowledge blasts on impactfulsolutions for sustainable supply chains

getting ready for breakout groups sessions!


130/151

getting ready for breakout groups sessions!

16

Kathy Abusow, CEO, Sustainable

Forestry Initiative

Fiber sourcing from non-certif ied

forests

Hans Stout, Program Director,

IDH

Sustainable Trade Initiative on

Pulp & Paper for the Indonesian

forest sector

Sabine Ritter, Executive Vice

President Sustainability, The

Consumer Goods Forum (CGF)

CGFs Zero Net Deforestation

Commitment, Activation Toolki t &

Tropical Forest All iance 2020

Gary Dunning, Execut ive Director,

The Forests Dialogue

Sustainable landscape and

supply chains for food, feed, fiber

& fuel

Key points summary

Session 5:Discussion


131/151

www.pefc.org

DiscussionGroups Identifying

Opportunities forAction &Collaboration toScale-up Forest

Certification

Session chair :

James Griffiths

PEFC International

9 breakout groups to discuss & design forestcertification solutions for sustainable supply

chains


132/151

c a s

18

14:30 -

14:45

James Grif fiths, PEFC

International

Thorsten Arndt, PEFC

International

Introduce discussion group session and

tasks

Latest consumer insights on forest

certification

14:45 -

15:15

Discussion Groups -

Exercise One

Forest certification is transforming from a

choice influencing to a choice editing

solution

15:15 -16:15

Discussion Groups -Exercise Two

Develop a practical & scalable supply chainmodel or example that ful ly uses forest

certification

16:15 -

16:30

Break for relocations/

comfort stop

Re-assemble in plenary room

16:30 -

17:15

James Grif fiths, PEFC

International

Report back sessions & discussion

17:15 -

17:30

Ben Gunneberg, PEFC

Secretary General & CEO

Final reflections & wrap up

Final audience survey question


133/151

www.pefc.org

Thorsten Arndt

Head of Communication

PEFC International

Global Consumer

Survey

Survey design


134/151

20

Client: PEFC International, Genve.

Subject: PEFC Label.

Method: GfK GLOBO BUS

- ONLINE.

Sample: 1,000 men and women aged 16+ years in each

country: Australia, Austria, Brazil, China, Finland,

France, Germany, Italy, Japan, Spain, Sweden, UK

and USA.

Fieldwork: 15thto 31thOctober 2014.

My shopping choices of opting for a labeled product can

make a positive difference to the worlds forest


135/151

26%

34%

30%

6%4%

5 - I strongly agree

4

3

2

1 - I stronglydisagree

21


136/151

What reassures you most that environmental

considerations have been taken into account?


137/151

16

17

24

30

54

Media recommendation - TV,press, newspaper

Recommendations of family/

friends

Brand

Country of origin ("Made in")

Label certifying ethicalconsiderations

23


138/151

Do you know these labels?


139/151

0 10 20 30 40 50 60

None

PEFC

Any label (net)

None

PEFC

Any label (net)

25

ASF / CERFLOR / CFCC / SFI


140/151

Summary


141/151

27

Consumers agree that their shopping choice canmake 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 certif ication labels and expect

companies to label products


142/151

www.pefc.org

Thank youThorsten Arndt

Head of Communication

PEFC International

Two exercises to generate inputs to

inform and influence PEFC development


143/151

29

How can we address deforestation through stimulating demand for

sustainable forest products?

14:45 - 15:15 Exercise One Is forest certi fication transforming from a choice

influencing to a choice editing solution? In other

words .. from a NICE to have ----- to a MUST have from

VOLUNTARY to MANDATORY

15:15 - 16:15 Exercise Two Leveraging what you heard today and the expertise in

your group:

Develop a practical & scalable supply chain model or

example that fully uses forest certification and

addresses deforestation

Outline what key actors, actions & resources are

needed to scale-up certification along the supply

chain

These two exercises are outlined in your participants workbook in yourdelegates folder

Your facili tator will capture key points and report them back

PEFC wi ll keep all worksheets for planning

Break out groups do you still haveyour PEFC playing card?


144/151

30

Group Facili tator Room

1 Gary Dunning, The Forests Dialogue Salon Carot

2 Richard Laity, PEFC SE Asia Salon Carot

3 Sheam Satkuru-Granzella, MTCC &

PEFC International

Salon Carot

4 Hannah Price, PEFC International Salon Dufy

5 Michael Buckley, PEFC International Salon Dufy

6 Christian Kammer, PEFC International Salon Dufy

7 Johan Vlieger, PEFC International Salon Dufy

8 Remi Sournia, PEFC International Salon Dufy

9 Xavier Noyon, PEFC International Salon Dufy

Break out groups report backs &discussion


145/151

31

ExerciseOne

Is Forest certi fication transformingfrom a choice influencing to a

choice editing solution from a

NICE to HAVE to a MUST HAVE?

ExerciseTwo

Scalable supply chain models &examples that fully uses forest

certification to ensure sustainability

while addressing deforestation



146/151

32

Based on what you have heard and discussed today,

please answer this slightly amended Q1:Forest certification can be more effectively used to

engage with consumers by fully supporting

sustainable supply chains & brands while also

promoting a sustainable forest industry and

combating deforestation.



1. Yes, I know it can2. I still have mix views on its use & leverage

3. No, it can only ever have limited impact

Reflections


147/151

33

Factors outside of the forest sector are significant drivers ofdeforestation

Consumers expect products to be sustainably sourced and

retailers to provide them, though not willing/able to paymore

expect companies to communicate sustainablesourcing through labels such as PEFC; labels are moretrusted than brands

(Consumer Goods) Companies Use certification to help manage supply chain risks Utilize procurement pol icies and commitments

(individually & collectively) Benefit from labels to communicate responsible

sourcing

Reflections


148/151

34

Governments Have major impact through combined

purchasing power and policy frameworks

Are increasingly moving from legal to

sustainable

Public-private partnerships

Increasing number of init iatives in multiple

sectors addressing sustainable sourcing anddeforestation challenge

Forest certification is part of the solution

Reflections


149/151

35

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

The PEFC Response


150/151

36

We take away three key areas for us to reflect on:

What further actions beyond supplying certified fibre

can PEFC take to be a stronger force against illegal

fibre in the supply chain?

What role can PEFC play to reduce the conversion of

forests to agricultural land and other uses?

What role must PEFC play in consumer education?

PEFC would like to thank the sponsors ofPEFC Forest Certification Week & our Cocktail

reception


151/151

and our hosts, PEFC France

Mets Group PEFC Portugal/CFFP Suzano Pulp and Paper

Stakeholder Dialogue 2014 Presentations

Documents

Transcript of Stakeholder Dialogue 2014 Presentations