The Sutainability Steal

The head of one of the world’s most active export wood marketing organisations is calling on the global industry to take up arms against opportunist ‘sustainability’ claimants from other sectors.

On the eve of a new promotional campaign in Australasia, executive director of the American Hardwood Export Council Mike Snow is calling for a more unified global wood industry voice on common issues.

He is referring to increasing pressure for assurances that wood is legal and sustainable – particularly in Europe where draconian illegal logging legislation is the subject of heated and protracted debate.

“It is clear that some challenges are common to the whole industry and demand a united approach,” he told In-Wood in a special interview. “We all have an interest in ensuring that these demands do not impose unnecessary costs on the wood supply chain and that wood is not singled out unfairly compared with other materials.

“It is noticeable that the steel and concrete sectors are increasingly laying claim to ‘sustainability’ credentials. In the forest sector we’ve spent years agonising over the exact meaning of ‘sustainable forestry’. We’ve consulted with just about everybody to develop comprehensive criteria and indicators of sustainability – internationally and nationally. We’ve also developed comprehensive systems to measure conformance.

“Meanwhile, other sectors have simply adopted ‘sustainability’ as a marketing slogan and are getting away with it. The wood industry as a whole needs to scrutinise and challenge the environmental claims of other sectors. We can only do this effectively if we work together.”

In Australia and New Zealand at the end of February for the launch of AHEC’s ‘Green Card’ on the sustainability of American hardwoods, Snow is optimistic about more wood industry cooperation.

The complete article is available in the February issue of In-Wood – out now.