04 Andrew Casey Canadian Forest Products In A New Environmental Marketplace

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04 Andrew Casey Canadian Forest Products In A New Environmental Marketplace

  1. 1. Canadian Forest Products in a New  Environmental Marketplace Hawkins Wright Symposium London   November 12, 2009
  2. 2. From Kyoto to Copenhagen • A changed planet  • A changed attitudinal paradigm – Now mitigation + adaptation – Greater awareness and understanding – New levels of activism • Creation of a different ‘consumer’ type 2
  3. 3. A Different Lens • Angst is more global • Key concern is pressure on the planet • more personal and less about corporations and  governments. • A moral obligation, that is not contingent upon the  actions of others. • Strong desire to see less waste 3
  4. 4. Environmentalism: Flavour of the Day? • Despite new set of concerns and challenges  environmentalism remains a driving market  force  • Consumers will shape the market and  gravitate to responsible products and  responsible producers   4
  5. 5. Forest Products: Part of the Problem or Part of the Solution? Leading  reports (Stern & UN) have concluded that 20% of global  GHGs are the result of deforestation. But “A sustainable forest management strategy, aimed at  maintaining or increasing carbon stocks, while producing  an annual sustained yield of timber, will generate the  Largest mitigation benefit.” Intergovernmental Panel on Climate Change (IPCC)
  6. 6. New Lens = Changed Marketplace • The marketplace is rapidly moving in a direction where  demand for forest products must be met by countries  that can produce those products sustainably • Price and supply no longer the only buying criteria • Environmental performance emerging as key  consideration for consumers and buyers • The commodity is becoming the message 6
  7. 7. What are Consumers Expecting? I. Legal II. Prompt Regeneration III. Certification IV. Waste reduction V. Lower greenhouse gas emissions 7
  8. 8. How Do Canadian Forest Products  Producers Meet Expectations? I. Legal – No illegal logging – Some of the most stringent forest resource laws in the world – The most protected area in the world II. Regenerated promptly – By law, must be done – No deforestation III. Certified – Most certified forest in the world – 3rd party certification a condition of FPAC membership IV. Waste reduction – 98% of log that reaches mill is used – No paper to landfill V. GHG reduction – 58% reduction in GHG’s since 1990‐ over 9x Kyoto – 60% of energy from renewables – Carbon neutral without off‐sets by 2015 8
  9. 9. FPAC Members

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