In the past, the timber trade was one of the primary targets for environmental groups’ campaigns, yet today many are actively working with business to promote the use of sustainable timber. Their actions can occasionally also reveal opportunities for astute members of the trade. Sustainability issues have the potential to bring a bottom line benefit for those prepared to play the ‘green’ card in their marketing and promotion. Recent headlines revealed a significant opportunity for those able to supply sustainably-sourced timber to government departments. Brenda Ramsey, forests campaigner with Greenpeace UK, shares the aims behind their activities: ‘As a result of our recent action on the use of uncertified African rainforest wood in the cabinet office (TTJ April 13), Tony Blair has felt the heat. For years he’s been promising to get the UK’s house in order and only use legal, certified timber. Our action showed he had failed. Government buyers and specifiers are now more aware that certified timber does exist. By changing government procurement we hope to influence the construction industry, which uses up to 70% of all wood consumed in the UK.’
Addressing misconceptions
Charles Trevor, managing director of wood. for good, is aware of both the potential damage and the opportunity that such campaigns present. ‘The incident highlighted to the industry how much remains to be done to spread understanding and knowledge of sustainable timber production amongst government buyers and procurement officers. Wood. for good is working with the TTF and Forests Forever on this very significant agenda for the industry.
‘To be able to sell more timber and wood products, the industry must address consumer misconceptions on logging practices and actively trumpet the sustainability of the timber available in the UK market. While attitudes have begun to change over the past few years, there is still a massive job ahead to eradicate the misconceived link between environmental degradation and “logging” which exists in consumers’ minds,’ says Mr Trevor.
Shouldering responsibility
Richard Sykes, managing director of hardwood specialist George Sykes Ltd, feels that changing the status quo should not just be a matter of contributing to campaigns such as wood. for good. ‘To truly be regarded as a “responsible” industry we must each shoulder our share of the opportunity to change public attitudes. We work closely with schools, hosting visits throughout the year. It may not sell more timber today, but we aim to enhance their interest and thereby the future viability of the industry. We are also giving local young people an opportunity to become excited by timber and perhaps consider a career with us.’
Few timber companies, however, are prepared to interface directly with the public. In the builders merchant sector – a large outlet for timber and wood products – the need to address consumer perceptions is much clearer. Stephen Thompstone, Midlands regional director of Buildbase, says that the public is generally unaware of how much has been achieved in the sustainability of softwoods. ‘Media coverage, whether it be about “saving” indigenous UK tree species or deforestation of tropical rainforests, confuses consumer attitudes to timber even further. This impacts on the trade’s ability to sell wood-based products,’ he says.
Jim Peryer, managing director of Snows Timber, agrees. ‘While the professional industry has a better understanding of sustainability issues, society at large takes a broad brush approach in its attitude towards timber. Most people haven’t the time to investigate the issues in depth and sensational stories in the media can engender a feeling of guilt about buying timber products. There’s also the fact that on the ground in the industry, the commercial needs of buyers and specifiers can often override their environmental concerns.’
It’s hard to judge whether greater ‘green’ timber procurement is likely but there’s no doubt that sales opportunities exist for those willing to market their ‘green credentials’. Kevin Edmonds, group purchasing manager with Palmer Timber has seen benefits. ‘Environmental issues have become a recognisable element in our sales cycle over the past five years. We regularly get letters asking us about our environmental policy. We’ve had FSC chain of custody for a few years. At the outset, having an FSC certificate represented a marketing differentiator. Since the Finns came in with PEFC certified timber, demand for FSC has definitely softened. PEFC is easier for businesses to manage. The downside of this is that some people say the PEFC system is less rigorous in its procedures.
‘We find customer knowledge and interest fall into distinct types,’ says Mr Edmonds. ‘Some wish to buy and sell FSC-certified timber but are unwilling to foot the cost of entering the FSC chain of custody system. Others expect you to have such matters as certificated timber already dealt with as part of the service you offer.’
Reassuring customers
Buildbase feels there are distinct business advantages in playing the green card. Stephen Thompstone comments: ‘Buildbase will be highlighting the sustainability of softwoods in all our timber product promotions from June. We feel the time is right to project this message in order both to capitalise on the interest in the market place, and to reassure our customers.’
Jim Peryer of Snows Timber recognises that it has been a long journey to this point but that there are business benefits. He is upbeat about the effects: ‘Ten years ago when Snows first enshrined an environmental policy we recognised that the constructive business benefit of making this move would only be felt in the long term. A number of companies took steps in this direction when Forests Forever was formed. If you look at those companies today, you’ll find they are amongst the most forward-thinking, thriving companies in the industry.’
