The Programme for the Endorsement of Certification schemes (PEFC) council has embarked on a three-year strategic marketing initiative in the UK.
The aim is to raise the profile of the organisation in the UK market which sources timber from most of the PEFC member schemes. Initially the programme will focus on retailers who can influence their suppliers to source from well-managed forests while stimulating demand for certified products amongst their customers.
PEFC secretary-general Ben Gunneberg said: “The UK, which has a very eclectic taste in timber sources, is a key market for us. We need to understand it better in terms of what customers and suppliers want – not just from certification but from PEFC.”
Mr Gunneberg declined to reveal the campaign spend but did say: “We have to ensure we get optimum value for money.
“PEFC has been concentrating very heavily on the product, but not getting out and marketing it. As part of the initiative we have developed a data base of key people, including importers, procurement officials and stakeholders, who will now get bespoke rather than general information.”
Mr Gunneberg said one prompt for the campaign was the UK government’s Central Point of Expertise on Timber’s (CPET) decision to rate PEFC as evidence of legality but not sustainability in timber sourcing. PEFC subsequently changed its regulations and is waiting to hear whether they meet CPET approval.
Mr Gunneberg said: “The sooner we get a resolve from CPET, the quicker we should be able to move forward.”
