lndustru's Green Steps

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The hope was that these certifications would send a clear and strong message to consumers that they could be sure that wood grown meeting these standards was, in fact, an environmentally friendly product. But, instead, companies that have received these certifications are still subject to the same kind of criticism from local and national activists intent on preventing tree harvesting, regardless of how it is done.

A 2003 study by two Cal Poly State University-San Luis Obispo professors found that California landowners, rvhile already recognized as world leaders in sustainable forestry, received little or no economic benefit from the certification. The authors of the study, Christopher A. Dicus, Ph.D.. assistant professor of natural resources management, and Kenneth Delfino, a California registered professional forester and past executive director of Cal Poly's Urban Forest Ecosystems Institute, expressed concern that without economic benefit the certification movement could prove too costly for companies to participate.

"In order to offset the costs of certi-

lUho PaUs For Certifica

Certified forests may be the next trend in lumber marketing, but for now many privale forest landowners are unwilling to foot the bill, according to a recent study conducted by researchers from Louisiana State University and Mississippi State University.

"These landowners need to see the cost benefit of certification," said Dr. Richard Vlosky, director of the Louisiana Forest Products Development Center at LSU. He said that neady 80% ofthe surveyed landowners are unwilling to certify their forestlands. "They're unclear of the link between their land and the market dynamic," he said-

Vlosky and fellow researchers Dr. Michael Dunn, an economist with LSU's Agricultural Center, and Dr. Glenn Hughes, an extension professor of forestry at MSU, are using the study to identify current and potential future certification sysiems and products acceptable to major home retail centers.

The information was collected by mailing one survey to 2,400 randomly selected forest landowners in Louisiana and Mississippi, and a second to the top 500 home retail centers in the U.S.

"The landowner survey sought to determine how well landowners understand forest certification, as well as the amount of money they may or may not be willing to spend to become certified," said Vlosky,

The researchers found that private landownen are often confused about certification programs they're asked to participate in. Nearly haH of the landowners who responded stated they undcrstaad the concept of forest certification well or to some degrce, but more than threequarters were unwilling b bear the cost of certification. Some 65% believe environmentalists are responsible for the move toward certification. fication and allow more participation, FSC and SFI. in collaboration with retailers, should rvork toward providing the as yet unrealized promise of a monetary premium for certified wood sold at market." the authors said. In addition to the lack of recognition by consumers. activists and policymakers gave those rvith certification no advantage in their dealings rvith them, the authors found.

Of the 123 home centers that responded, one-third said they scll certified wood products and that those products make up an average of 38% their wood prcdrrct sales by value. More than two-thirds of those that sell certified wood poducts anticipate a moderate or significant increase in sales in tb next five years.

*For the landowner, home mter responses mean certification is growing and demand for this na*et segment is growing," said Vlosky.

"If landowners want to sell to a mill that sells to tbose horc centers, tbey need to be aware of tb martet conditions involved in certifying timberland."

The researchers will use information from tbe study to develop educational marerials for landowners in Mississip'pi and l.ouisiana, including a new Web site, landowner seminars, and a handbook on forest certification for private landowners.

According to Vlosky, the study better frames certification-related issues from the perspectives of both the forest landowner seeking O sell timber and the retailer looking for the best way to ma*et and sell the products that originate ft,om certified forests.

While it rvould be easy to walk arvay from these certification programs. it's far better to continue to press our c:rse to policymakers and the public that:

Wood is the true "green" building material.

Forestry companies in the United States generally have to meet higher standards than companies in other parts of the world.

When rve discourage sustainable forestry in the U.S., policymakers are encouraging the importation of wood products from countries with far less regulation and protection for the environment.

While there is much to be frustrated about, there are signs of hope. First. consumers love wood and it is a renewable resource. Sustainable forestry can provide supply to keep up with demand. Second, public opinion supports the need for forest management and thinning overcrowded forests to help reduce the threat ofcatastrophic fire and protect communities, wildlife. water resources. and air quality. Furthermore, as agriculture land is increasingly converted for nonagricultural use. the public is beginning to embrace the benefits of supporting local forestry as a means of keeping private forestlands from becoming condos or strip malls.

A group of Harvard University forestry experts are leading an effort to promote harvesting of trees in Massachusetts. rvhich has seen its abundant forestlands developed. The Harvard group understands that sustainable harvesting allorvs forestland to continue as forestland begins to meet some of the rvood product needs of that state.

With more public education and more of a focus on the benefits of sustainable forestry, we may yet achieve the goals inherent in the initiatives like certification and the green building movement.

- Donn Zea is president of the Califurnia Forest Products Commission; r+'tt'tr'.c a lfore s ts.org,.