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					         WBCSD @ NZBCSD, 15 Nov 2004
Where does your Paper & Furniture come from?



Sustainable Forest
Products Industry
        Briefing on WBCSD sector project
    Agenda
1. WBCSD & the SD challenge for forests

2. Sustainable Forest Products Industry (SFPI) Project

   – Mission

   – Objectives

   – Scope

   – Strategies

   – Activties

3. Forest Certification and assessing the « credibility » of
   systems
       WBCSD - background
•   Business coalition:

     – 178 global companies from 35 countries active in over 21 industry
       sectors, including forestry & forest products

     – Regional network of 1,000 business leaders, mainly in developing
       countries and countries in transition

     – Members companies connected to 2.5 billion consumers each day

•   Shared commitment to sustainable development – defined as:

     – Economic growth, ecological balance and social progress

     – Meeting today‟s needs without compromising future generations

•   Mission: provide business leadership for SD and championing SD strategies
    e.g. eco-efficiency, innovation, MSD and corporate social responsibility
      Forests – the Sustainable Development challenge
•   Sustainably managing forests to service the needs of 6 billion people for:

     – Wood and paper products - the essential & the everyday – supplied on a
       renewable basis

     – Renewable energy which is GHG neutral

     – Eco-system services = biodiversity, water & water quality, carbon
       sequestration, soil and land remediation, recreation and tourism

     – Livelihoods = employment, income, infrastructure

•   Avoid substitution by non-wood alternative products which are more energy
    intensive, not renewable and exploit the perceived „weak‟ sustainability
    credentials of the forest products industry
The SD challenge with forests...cont…….
           • Global population & development driving up
                    demand for forest products

                •   Globalization & company consolidation,
                    especially pulp & paper production

                •   Forest ownership variable & fragmented

                •   Essentially a commodity business with poor
                    profitability, under & overcapacity market cycles

                •   Deforestation: -9.4 million hectares between
                    1990-2000 (= Portugal or 1/3 New Zealand)

                     – a global & personal concern
The SD challenge with forests...cont….
           • International & national forest governance
                    fragmented

                •   Not focused on real causes deforestation –
                    population, poverty, agriculture, urbanization

                •   No fully functional markets for ecosystems
                    services – matters in terms of management

                •   Stakeholder relationships weak

                •   Role of intensive plantations controversial

                •   Conservation of forest biodiversity
         Why is WBCSD involved in the forest industry?
•   Platform for international firms focusing on global SD issues
•   Credibility with key external stakeholders who influence customers,
    investors, media and markets e.g.
         • WWF I, TNC, CI, IUCN, WRI, IFBWW, IPCC, UNFF, CSD, CDB,
           WTO, OECD, WB, regional and national governments
•   Track record with natural resource & energy intensive sectors – mining,
    energy, cement, water & transport
•   Partner of choice for many external stakeholders
     – critical mass, leverage and leadership
     – shared commitment to SD
           It began with the „Towards a Sustainable
           Paper Cycle‟ report completed in 1996
•   Global multi-stakeholder assessment of the SD impacts of the pulp and paper
    industry -- Conducted by IIED during 1994-96

•   Clarified many misperceptions about the industry e.g.

     –   „carbon cycle‟, positive role plantations, real causes of deforestation

•   Defined a set of SD challenges that needed to be addressed

•   Urged open stakeholder dialogue on those issues

•   Noted lack industry of cohesiveness and absence of any global forum for
    dialogue and action

•   SFPI Working Group created by the WBCSD member companies to address the
    studies conclusions and implement recommendations
           Sustainable Forest Products Industry
           (SFPI) Working Group
•   International forestry/forest product companies
     –   Aracruz, Basic Element, Grupo Portucel Soporcel, International Paper, MeadWestvaco,
         Metsaliitto, Mondi, Nippon Paper, Norske Skog, Oji Paper, Sappi, Siam Pulp & Paper,
         Stora Enso, Sonae, UPM, Weyerhaeuser

•   Major customers/service/suppliers
     –   BVQi, Caterpillar, Global Forest Partners, Hewlett-Packard, Procter & Gamble, Swiss Re,
         Time Inc

•   Observers
     –   BCSD‟s from South Africa and USA

     –   Yale University Global Institute of Sustainable Forestry (The Forests Dialogue)

•   Linked to Global Forest Products CEO Industry Forum
     –   Another 9 global forestry/forest product companies

•   WBCSD + CEO Forum = 50 % global industrial production
  SFPI - Mission
To lead business innovation in sustainable forest
  management and sustainable production, use
  and reuse of forest products to meet the needs
  of today‟s world population for wood and paper
  products, renewable energy, ecosystem
  services and livelihoods, and those of an
  expected nine billion in 2050.
        SFPI - Objectives
•   To enhance:

     – Sustainable forest management and manufacturing performance of
       its members

     – Consumer confidence in sustainable sourced forest products

     – Stakeholder confidence in the Sustainable Forest Products Industry

• To provide global company leadership

• To enable differentiation between the sustainable and non-sustainable
    forest & non forest based industries
     Key forestry stakeholders
•   Governments (and Intergovernmental agencies)

•   Local communities

•   Forest owners

•   Forest product companies

•   Customers (and consumers)

•   Finance sector

•   Environmental & Social NGOs

•   Media

    WBCSD focus on forest product companies, customers &
       NGOs relationships & interactions - which are often
                          conflicted!
       SFPI – Scope
•   Earning the forest industry‟s „License to Operate,
    Innovate & Grow‟ markets for forest products:
    – Fiber supply and sustainable forest management
    – Manufacturing and products – inputs and outputs
    – Communications & positioning
    – Supply chain & cross-cutting issues e.g.
        • Energy, carbon, water, biodiversity
        • Forest certification, CSR & sustainability reporting
  SFPI – Strategies
                              •   Multi-stakeholder dialogue (MSD) on SFM to find
                                  credible solutions that are broadly supported

                                   – The Forests Dialogue linking diverse
                                     stakeholders - Greenpeace Russia to
                                     International Paper Inc

Another picture of a wooden   •   Partnerships & constructive engagement with key
Consumer products                 non-industry stakeholders

                                   – e.g. WWF I (collaboration agreement), IUCN
                                     (quarterly dialogue/MOU), GRI (on Board)

                              •   Focused SFPI work program seeking sustainability

                                   – from forests to products to consumers
          The Forests Dialogue (TFD)
•   Unique multi-stakeholder dialogue process/platform initiated in 2000 by
    WBCSD, WRI, WB and TNC seeking consensus on the most contentious
    SFM issues
•   Steering Committee of diverse interest groups & opinion leaders
     – 6 global NGOs (WWF, CI, TNC, WRI, GP & FOE)
     – 3 private forest owners (USA & Europe)
     – 6 forest products companies (all WBCSD member companies)
     – 2 wood using companies
     – World Bank, WBCSD, ITTO, Int. Fed. Building & Wood Workers
•   Secretariat provided by Yale University Global Institute for Sustainable
    Forestry with full time Executive Director (since late „03)
•   Emerged as the MSD process „of choice‟ with an active program in place
    for 2003 – 2005
   WBCSD - WWF I Framework agreement
Signed January 2003

• To positively influence global SFM processes

• Regular consultation on critical issues e.g.

    – Forest certification & Illegal logging

    – Joint statement on forest certification (October 2004)

• Platform for joint projects

    – Illegal Logging Pilot project in Latvia during 2004

    – Work program on Forest Certification, Illegal Logging &
      Responsible Purchasing under development for 2005
    Challenges with an MSD based approach

• Global companies are intensely competitive and busy

   – Identifying & resourcing cooperation is hard

   – Sustainability becoming a company positioning strategy

• Joint action and communications based on consensus:

   – Getting stakeholder buy-in, building trust and reaching
     consensus takes time, especially between NGO‟s and industry

• Avoiding “Co-option” & “Greenwash” is important

   – If done right, then credibility of outputs and messages is
     substantial & interesting to key audiences, especially customers
         SFPI – action priorities for 2004 & 2005
Supporting The Forests Dialogue seeking consensus on:
•   Forest certification system proliferation & conflict
     –   Legitimacy Thresholds Model (LTM) concepts for independent assessment
         to support credible use of multiple systems
•   Definitions and management objectives for:
     –   Forests & Biodiversity Conservation
     –   Intensive Forestry & Role of Plantations
•   Stakeholder strategies to combat illegal logging, including companies
Energy & climate change – international framework conditions
•   Influence policies to recognize and reward The Carbon Cycle including GHG
    neutrality of bioenergy, low carbon intensity of products, carbon credits
Sustainability reporting guidelines for companies under GRI frame
•   Understanding sustainability factors relevant to external stakeholders
 Forest Certification –
Making sense of the options
       SFPI – forest certification
Forest certification: global firms operating in many markets with different local
   forest circumstances and standards & systems:

•   System proliferation & conflict is a concern to major producers & customers

•   Encourage the credible use of multiple certification systems which support
    SFM and markets for certified products

•   The Forests Dialogue (TFD): multi-stakeholder process 2003/04 involving
    forest certification stakeholders

     – Legitimacy Thresholds Model concept developed to catalyze thinking
       and action on:

         • Independent assessment & evaluation

         • Agreed thresholds of credibility or acceptance
      Forest Certification and assessing the
         « credibility » of systems
• For forest product users/customers forest certification provides

    – 3rd party verification

    – Independent assuarance that products have come from forests
      managed to a specific standard

• This is based on

    – Performance standard (developed via MSD process)

    – Accredited certifier (independent auditors)

    – Chain of custody (tracing product flow along the supply chain)

    – Certification organisation operating the system overall
          System proliferation & conflict
Over last 10 years alternative systems have emerged supported by different
   stakeholder groups but all claiming to support « Well managed », « Good » or
   « Sustainable » forest management practices

This relects « unique » national and forest circumstances e.g.

     – Ownership patterns

         • government v. corporate. v. community v. family/small scale

     – Forest types

         • natural v. plantation, tropical/boreal, expanding/decreasing

     – Historical forest management standard setting practices

     – Relationship with and roles of environmental and social NGO‟s

•   Systems place different weightings on different management objectives, often
    based on different « values »
           The Big Five systems - contrasts
•   Forest Stewardship Council (FSC):

     –   Developed by environmental NGO‟s to acheive better biodiversity conservation and
         reduce govt & industry influence on standard setting

•   Program for the Endorsement of Forest Certification (PEFC):

     –   Started in Europe by small scale, private forest owners to protect property rights and
         endorse existing highly regulated approaches (e.g. manadated biodiversity targets)

•   Malaysian Timber Certification Council (MTCC):

     –   To protect access to European market for value added exporters and acheive international
         recognition of Malaysia‟s forestry practices

•   Canadian Standards Association (CSA) standard for SFM:

     –   Developed by provincial governments, who « own » forests, via community focused MSD
         processes supporting multifunctionality of boreal forests, including biodiversity and
         timber production

•   Sustainable Forestry Initiative (SFI) in US:

     –   Launched by national industry association, but now managed by multi-stakeholder board,
         to reflect « best practice » capacity of non-industrial private land owners (12 million)
         which supply very significant proportions of industrial wood fibre
         Changes in certified forest area – overview (million H)

•   Continuing strong rise on certified
                                           60
    forest area over last 12 months

•   190 million hectares certified         50
    worldwide
                                           40
•   Around 3.5% of total world forest
                                           30
    area

•   PEFC largest certified area            20

     – Australia & Chile latest members 10

•   Followed by FSC, SFI and CSA           0
                                                PEFC   FSC        SFI    CSA   Oth
Source: Rupert Oliver, Forest Industries
   Intelligence Ltd: E-mail                              Jul-03     Jul-04
   editor@hardwoodmarkets.com
         Changes in certified forest area – Developing
         world (million H)
•   Only 6% of certified forest
                                             5
•   Promising recent developments
                                           4.5
•   Malaysian Timber Certification           4
    Council making progress to             3.5
    independently certify large areas of     3
    state forest (FSC „equivalent          2.5
    standard‟).                              2
                                           1.5
•   Some European-owned forestry             1
    operations in Congo committed to       0.5
    FSC                                      0
                                                 Africa   S Amer    Asia    MTCC
•   FSC making ground in Brazil.
                                                 FSC       FSC      FSC
•   Brazil & Chile are developing own
    schemes with linkages to PEFC                         Jul-03   Jul-04
         Chain of custody certification June 04
Region        FSC    PEFC   SFI   Other*   Total
                                                Total chain of custody
N America      512          400       4     916 certificates issued by
                                                June 2004, or in the
                                                case of SFI, facilities
S America      242                          242 approved to use the
                                                SFI Program label.
Europe        1843   1620                  3463
                                                •Other includes CSA in
                                                Canada, MTCC in
Asia           397                   46     443 Malaysia and Keurhout
                                                in Africa.
Australasia     56                           56
                                                75 % increase in
                                                number last 12 months
Africa         139                    6     145 (UNECE FAO 2003)


Total         3189   1620   400      56    5265
        Forest certification: Last 12 months
• Interest in certification has continued to rise

• Now a market reality for many suppliers and product segments

• Business to Business demand expanding driven by Responsible
  Procurement needs of Customers (not consumers) looking for:

    – „hassle free‟ products

    – „greening‟ & 3rd party verification of supply chains

    – responding to NGO pressure

    – basis of company sustainability positioning strategies

• Government Procurement in Europe – to give effect to political
  commitments on SD
         Forest certification: Last 12 months
•   Supply potential of certified products now estimated at 585 million m3

     – 17 % global round wood production

     – 35% from plantations; 5,000 plus CoC certificates

•   NGO market strategies are having greater impact

     – more sophisticated targeting product segments and specific companies

     – identify „new‟ problems e.g. conflict lumber

     – proposing new solutions e.g. legality licensing, GFTN purchasing
       guidelines, TFT Good Wood Good Business Guideline

•   No one system cannot meet market demand (volumn or range)

•   Forest sector finding ways of handling the multi-system environment
        Relationships between systems
•   Systems seeking to extend credibility and market appeal

     – PEFC renamed & expanded focus: “Program for Endorsement of Forest
       Certification” now providing platform for non European standards

     – FSC focus on ISO conformance, development of % input/% output, CoC.

     – Sustainable Forestry Board developing more comprehensive SFI standard
       through participatory process. Raising awareness of SFI Product label.

•   Intense competition is still apparent

     – Conflict between systems supporters ongoing (e.g. FERN report) and
       intensifying in some markets e.g. USA (SFI v. FSC)

     – Russia the new „battle ground‟ for support & „market share‟ (PEFC v FSC)

     – PEFC‟s expansion has „raised the stakes‟
         Relationships between Sytems
•   Mutual recognition between FSC and PEFC is „off the table‟

     – Proposed by International Forest Industry Roundtable in 2001

•   Legitimacy Thresholds Model (LTM) concept

     – Developed and discussed by The Forests Dialogue process 2003/04 based on
       independent framework for system assessment and rating

     – Unlikely to be implemented via multistakeholder supported process

         • PEFC and FSC supporters don‟t want « their » systems independently
           assessed and compared

     – Key LTM concepts are being developed by major users & customers in
       absence overall framework or agreed approach:

         • Methods of assessment

         • Minimum thresholds for governance & content e.g. legality
           Comparative assessments
•   WB//WWF Alliance Questionnaire for Assessing the Comprehensiveness for
    Certification Schemes (QACC) - field test comparing PEFC and FSC in Europe

•   UK Goverment study of leading schemes (SFI, FSC, PEFC, MTCC & CSA) ability
    to deliver “legal & sustainable” timber for government procurement

•   Confederation of European Paper Industries „new‟ comparative online matrix of
    schemes to be launched in December

•   Internal approaches by companies & sectors

     – UPM comparisons (FSC, PEFC, CSA, SFI) and Stora Enso double certification

     – Tetra Pak, IKEA, Kingfisher purchasing guidelines

     – Metafore assessment tool for US paper industry

     – Phased approach to certification under development by ITTO

         • Unknown, legal, sustainable, certified
       Is forest certification important to you?
•   The « moral » case is clear….but what is the business case for using FC?

•   Level and type of response can be based on two factors

     – Your consumption of forest products

         • Gross and per capita, utlization trends, external profile of your product
           usage e.g. consumer packaging, retail line of furniture, incorporate
           into finished products

     – Your current sources of supply e.g.

         • Hardwood furniture from Malaysia - CONCERN

         • Photocopying & printing paper from Indonesia – HIGH CONCERN

         • Framing lumber from New Zealand – NO CONCERN

•   Use forest certification as a tool when/where you have the greatest concern
    and exposure about sustainablity of forest management practices
      WBCSD approach, since April 2004

Established our own Responsible Paper Procurement, Use
  and Recycling Guideline to encourage:

   1. Minimize overall paper consumption, measured
      annually on a per capita basis

   2. Appropriately use of recycled and “virgin” fiber paper
      products

   3. Support manufacturers and suppliers of sustainable
      produced paper products

   4. Increase recycling of waste paper
           WBCSD – legitimacy thresholds
Printing paper our biggest « exposure » so certification a requirement

•   Usage levels in publications, sensitivity to Russian NW fibre imports (legality, SFM)

•   Given preference to suppliers that can deliver:

     – 3rd party certified “virgin” fiber (recycled fibre OK providing printing quality is good)

     – Pulp that is Elemental Chlorine Free (ECF) or Totally Chlorine Free (TCF)

     – Paper manufacturers with ISO 14000 EMS

•   Certification systems need to be based on

     – Multi-stakeholder input in standard development

     – Multi-stakeholder involvement in system governance

     – Transparency

     – Traceability/Chain of custody

     – Use of international or regional SFM criteria and indicator processes

•   CSA, FSC, PEFC & SFI are all OK but review annually using latest assessment studies
Questions &
Discussion

				
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posted:11/16/2011
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