I thought TTJ might get flak for the Greenpeace advert we ran recently. It promoted their report claiming that the Pan-European Forestry Certification system in Finland fails to protect old growth forests. But instead of being slated, I was told by a well-known importer that we were right to accept the ad. ‘The trade should be aware of what the greens are up to,’ he said. ‘Otherwise how can we debate with them effectively?’
Discussing the issues openly and vigorously with the environmentalists is vital. The public consensus still tends to the view that the greens are always right – after all, what ulterior motive could they possibly have? On the other hand, where industry puts up counter arguments, they’re still often greeted with ‘they would say that, wouldn’t they’ scepticism. While this may deter some from speaking up, it is the only way to change public perceptions. The timber industry must keep drumming home the message that it is making sustainable forest management a priority and taking many of the greens’ demands on board, at no little cost. It may be stepping into the line of fire, but occasionally it should also highlight that environmental groups do have their own agenda, notably expanding their membership. Clearly, in-your-face protest wins more recruits than round-table talks.
In the Finnish case, the greens’ underlying message seems to be that Forest Stewardship Council certification is the only game in town. In fact, the issues are far from cut and dried. Firstly Greenpeace and the Finnish government differ on what constitutes old-growth forest. What is more, public consultation has been central to the development of the PEFC scheme. Interestingly, one group standing up for the latter are reindeer herders (p6) whose survival for thousands of years has depended on living in harmony with the environment.
