Priming the Pump for an Ongoing Supply of Talent

By ALLISON DEFORD, Executive Director North American Forest Foundation

The wood products industry today is vibrant, engaging, doing valuable work, and filled with good people, yet as we look to the future, it needs more trained professionals and leaders to fill many roles.

The health of the industry—and the planet—demands that we close the skill gaps and attract the energy, talent, and ingenuity of a new generation.

That’s a big part of our mission at the North American Forest Foundation (NAFF). We are driven to inspire interest and cultivate a passion for the industry. Education is our primary approach, knowing that today’s youth will become tomorrow’s industry leaders.

Kids are curious, and young minds are receptive to learning about the world, how things work, and where things come from. We want to ensure that what they learn about wood and its role as a renewable resource is balanced and based on science, not slogans.

Grasping complex truths and concepts of sustainable forestry requires dedicated teaching and detailed explanations. So, we use classroom education tools to plant seeds of understanding about trees, wood, and sustainable forestry in children’s hearts, minds, and imaginations with a goal of reaching 1,000,000 children by 2030.

NAFF provides classroom teachers of grades K-3 with free “The Truth About Trees” educational kits. Age-appropriate interactive materials tell children (and teachers) the true story of wood. Science-based truth about trees dispels myths and reaffirms the concept of trees being a renewable resource. As of the end of 2021, NAFF provided over 1,200 kits, reaching an estimated 300,000 kids.

The Forever Forest Children’s Museum Exhibit that travels around the country is another endeavor we support. Established in 2017, the exhibit will travel to 30 states in ten years, reaching more than 630,000 children and adults, teaching the lumber journey, and exploring the value of sustainable forestry.

The overwhelmingly positive response to the Forever Forest Exhibit and free classroom kits has led us to the beginning stages of designing an app for junior high students (grades 6-8), which is expected to launch in 2024.

The more game-ified educational program will reinforce awareness and learning about sustainable forestry and wood products through age-appropriate topics and help kids see the potential for careers in the industry. A corresponding website will make them aware of all the companies, schools, and career paths available to them.

Accomplishments have been significant since we embarked on this adventure. It’s a journey, one we’re happy to share with those interested in partnering with us:

• Donations. Purchase kits at any time. Partner with us as a matching sponsor for our Back-to-School Kit Drive in August or for Giving Tuesday, November 28.

• Corporate sponsorship of the Junior High app. Become a $10K or higher sponsor (total estimated cost is $250,000). We expect the app to be in constant use for five years before needing an update, giving sponsors broad exposure and an active role in expanding awareness and education across a vast population of young people.

• Start the conversation. Meet kids where they are–request a kit and volunteer to teach it in your area.

We’re very optimistic about the future. Together we’re stimulating awareness and interest in the next generation to keep a steady stream of talent flowing into the industry for years to come.

For more information about NAFF or how you can support our educational endeavors, email adeford@northamericanforestfoundation.org or visit https://northamericanforestfoundation.org/.