Studies show that Global Awareness of  

FSC Grew Rapidly During 2011

 Data from FSC International headquarters in Bonn reveal significant increases in FSC label awareness within global market places. The research focuses on recognition of the FSC label in Asia, Europe and North America over a four year period. Historically, broad consumer recognition and appreciation for the FSC system has been largely localised to continental Europe (for example, in Holland, 71% of the population have at least some knowledge of the FSC system).  

Importantly, this data shows appreciation of the FSC system is beginning to be replicated in both the United States and Asia. Studies show that 19% of American's recognise the FSC logo and, in Hong Kong, FSC label acknowledgment has almost doubled from 2010 to 2011 (16% to 29% respectively). This remarkable expansion of FSC recognition is mirrored in Japan, where 23% of the population now know and recognise the FSC label.  

While FSC Australia has not yet conducted broad label awareness surveying such as those mentioned above, we have received data kindly provided by Kimberly-Clark Australia (KCA) as part of their application for an FSC Excellence Award last year (which they won). KCA market research estimated that early in 2011 only around 9% of Australian consumers were aware of FSC. By the end of last year, KCA's "Love Your Forests - FSC" campaign had reached over 77.9% of the Australian population at least once, with outdoor advertisements seen by 59.8% of the population and their digital campaign accruing 20.1 million unique browsers. The campaign has been incredibly successful in increasing FSC awareness within the Australian public - KCA's market research found that as many as 74% of viewers could remember the brand and product advertised. With the Australian public being introduced to the FSC system through this massive campaign, we expect to see increases in FSC awareness into 2012 similar to those in the US and Asia.  

You will soon see further extensive marketing campaigns across a variety of mediums run by significantly sized organisations increasing the normative effect of FSC. We are working with our members and corporate supporters to get the FSC message out there as much as possible. As positive recognition of the FSC system in Australia increases, so to does consumer demand for FSC certified products. There has never been a better time for businesses to become certified than now.  

For more information on becoming certified, head to:

 http://www.fscaustralia.org/get-involved/become-fsc-certified  

FSC International: FSC starts the review process of FSC-STD-40-004 V2-1      

FSC is initiating a major review process of the FSC standard for Chain of Custody Certification (FSC-STD-40-004), following the defined review and revision cycle of FSC normative documents.

The FSC-STD-40-004 is the main standard for companies that manufacture, process or trade in timber and non-timber forest products. 

The objective of this process is to review and streamline the FSC Chain of Custody (COC) standard to ensure continued relevance and effectiveness in demonstrating that materials and products purchased, labelled and sold as FSC-certified are authentic and associated claims are truthful and correct. 

The review process also aims to address four approved motions of the 2011 General Assembly as pertaining to the COC standard:

• Motion 38 calls for a chamber-balanced study to be conducted to evaluate the risks and benefits of pre-consumer material from a market, environmental and social perspective.
• Motion 43 requests the development of a policy to guide certificate holders in communicating truthfully and transparently about FSC Mix products whose visible and characterizing components are not FSC-certified but are Controlled Wood.
• Motion 44 calls for the revision of the COC standard and development of tools and templates to improve access for small enterprises to Chain of Custody certification.
• Motion 45 requires FSC to examine barriers and opportunities for enhanced FSC-retailer collaboration, including improved Chain of Custody procedures.
• Motion 46 requires FSC to clarify the intent of the Credit System.

The review process starts in April 2012, with a targeted completion by March 2013.

FSC is currently seeking applicants for the technical working group that will be established to lead this review process. Stakeholders are invited to submit their applications, by using the application form provided by FSC. The terms of reference of the technical working group and the application form are attached to this e-mail.

FSC Australia CEO Natalie Reynolds Travels to Bangkok for FSC Small Holders Regional Meeting 

During February FSC Australia CEO Natalie Reynolds travelled to Bangkok to attend the FSC small holders regional meeting. Over the coming two years, multiple training sessions will be held to build small holder capacity throughout South East Asia. Specifically, this project aims to deliver a value chain approach training to smallholders in order to have them able to be FSC certified. It is hoped that FSC training in South East Asia will help to keep responsible South East Asian timber markets open in the face of illegal logging legislation internationally.

FSC Initiatives in the Asia-Pacific Meet in Hong Kong 

FSC Australia's Natalie Reynolds travelled to Hong Kong in February to meet with the FSC International Asia-Pacific director Alistair Monument, along with representatives of regional (Asia-Pacific) FSC offices. The meeting was held to facilitate communication between regional initiatives, and further develop a system to deal with international trademark issues. The outcome of the meeting was a success, with strong growth signalled across the region.

FSC Australia Acting CEO Natalie Reynolds in Hong Kong

FSC Australia Welcomes New Members

FSC Australia welcomed seven new members at the last board meeting. New members include Softesse, Lyell Dean, The Linen Press, Urban Design Systems, Nikpol, Jacki Schirmer, Tetra Pak and Roslyn Dent. FSC Australia relies on membership revenue to continue to promote the responsibly management of our forests.    

Thankyou to the National Australia Bank 
FSC Australia would like to issue a warm thankyou to National Australia Bank for fitting out our office with some purpose built surplus office furniture - the FSC Australia HQ looks fantastic! 

Clarification of Green Star Certification  

If a Green Star project selects to use the timber credit as part of their Green Star submission, one point is available where at least 95% (by cost) of all timber is certified by a forest certification scheme that meets the Green Building Council of Australia (GBCA)'s  'Essential' criteria for forest certification; or is from a reused source; or is sourced from a combination of both.

FSC certified timber is compliant with the "Essential Criteria," on the basis that FSC has:

• robust governance, standards development, and independent auditing process;
• provides an assurance of legality; and
• provides chain of custody certification extending from the forest to the end user which is traceable throughout the supply chain.