The enewsletter of Responsible Forest Management Australia. Studies show that Global Awareness of FSC Grew Rapidly During 2011

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1 1 of 6 16/03/ :07 AM Having trouble viewing this ? Click here The enewsletter of Responsible Forest Management Australia 09 March, 2012 In This Issue Global Awareness of FSC Grows Rapidly in 2011 FSC International Begins Review Process of FSC-STD V2-1 FSC Australia's Acting CEO Natalie Reynolds Travels to Bangkok for Small Holders Regional Meeting FSC Initiatives in the Asia Pacific meet in Hong Kong 7 New Members Join FSC Australia at the January Board Meeting Thankyou to the NAB for Furniture Donation Clarification of Green Star Melbourne Knowledge Tree a Great Success Urban Design Systems in the Manly Daily FSC Australia CEO Position Advertised Controlled Wood Vertification for Amcor Petrie Mill FSC Trademarks Registered in Peru Membership Contact Us FSC Australia 502/7 Jeffcott St, West MELBOURNE VIC 3003 (03) Twitter info@fscaustralia.org 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: Acting Chief Executive Officer: Natalie Reynolds

2 2 of 6 16/03/ :07 AM Marketing and Membership Services Manager: Renee Andreacchio Communications Officer: James Taylor FSC Australia is a not-for-profit organisation, operating with the generosity of members, donors and sponsors. FSC Facts & Figures AUSTRALIA Forest Management Certificates 11 Hectares Certitfied 625,418 Chain of Custody Certificates 279 Forest Management Controlled Wood Certificates 1 certificate 196, 034 ha INTERNATIONAL Hectares Certified: 148,626 million ha certified Chain of Custody certificates: 22,280 For more details> FSC International: FSC starts the review process of FSC-STD V2-1 FSC is initiating a major review process of the FSC standard for Chain of Custody Certification (FSC-STD ), following the defined review and revision cycle of FSC normative documents. The FSC-STD 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 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 勐 group כ and the application form are attached to this . All submissions must be sent to Dorothee Jung - COC Policy Officer (d.jung@fsc.org) by 31 March FSC Australia CEO Natalie Reynolds Travels to Bangkok for FSC Small Holders Regional Meeting Chain of Custody Certificates Member Product Showcase coming soon! 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 Australia will be supporting the work and operate as the project manager of these sessions. There will be two sessions for small holders in Australia, one this calendar year and one to be scheduled for At this stage, international training sessions are being planned for Laos, the Solomon Islands and Papua New Guinea. More information regarding small holders training for Australasia will be made public over the coming weeks. FSC Initiatives in the Asia-Pacific Meet in Hong Kong

3 3 of 6 16/03/ :07 AM 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. Benefits of becoming a member ץ쾀 of FSC Australia include: Access to the upcoming members product database (for economic chamber members) Contribute to the growth of an Australian market-driven system of responsible forestry based on the FSC's 10 Principles of responsible forest management. Be part of the FSC Australia governance structure, and have a say in the future development and growth of the FSC system in Australia. Enhance your access to the growing domestic and international market in responsible wood products and products sourced from FSC certified Australian Forests. Receive discounted admission to FSC-run events. Receive regular updates on events and developments in the FSC system in Australia and overseas. Use of the FSC trademarks, once approved, at no additional cost If you would like to become a member, please head to the FSC Australia website membership page and follow the prompts. 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!

4 4 of 6 16/03/ :07 AM 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. There has been some question in the past about when CoC certification is and is not required. FSC Australia has clarifiedכ勐 the requirements and these can be found on our website: /FSC%20and%20Greenstar%20Clarification% %20_4 1.pdf Great Feedback from the Melbourne Knowledge Tree Event The second introduction to FSC knowledge tree series held in Melbourne was a great success. Around forty people attended the free information breakfast at Flagstaff Gardens last Wednesday (19th February) morning. Presentations were given by FSC Australia Acting CEO Natalie Reynolds, who explained the importance of the FSC system, Nick Capobianco (Scientific Certifications Systems) who spoke about the auditing and certification process for businesses and Cheryl Speechley (Tetra Pak Oceania) who spoke about the opportunities and benefites FSC certification has offered her organisation. Keep an eye out both on the FSC Australia website and in this newsletter for information on upcoming Knowledge Tree Series events. Urban Design Systems in the Manly Daily Newspaper Simon Goldacre, from the recently certified Urban Design Systems, contributed to an interesting article in the Manly Daily (9th of March edition). It's well worth a read for those interested in the benefits of FSC certification for smaller enterprises. FSC Australia also welcomed Simon and Urban Design Systems as members of FSC Australia at the January board meeting.

5 5 of 6 16/03/ :07 AM Simon Goldacre, Urban Design Systems - Image sourced from Manly Daily Newspaper March 1st electronic edition Click here to read the full article online. Chief Executive Officer Position Advertised FSC Australia has grown from strength to strength in Australia and is now in a position to formally appoint a permanent Chief Executive Officer. The position has been advertised on Seek at this address: / Please direct any enquiry 勐 כin relation to the position using the process as described in the advertisement. Scientific Certification Systems: FSC Controlled Wood Verification for Amcor Petrie Mill, QLD SCS is accepting comment from all stakeholders interested in the proposed assessment of wood fibre sourced by the Amcor Petrie Mill against the FSC Controlled Wood Standard FSC-STD v2.1 Additional information and references are provided in the attachment to those who wish to provide feedback on the requirements related to wood harvested from forest in which high conservation values are threatened by management activities. Interested stakeholders should visit or view the SCS Public Notification Letter. FSC Trademarks Registered in Peru FSC Peru proudly announced that the FSC check-mark and tree logos, and the initials FSC have been registered in Peru. This is yet another indication of the expansion of FSC globally - there has never been a better time to get involved with FSC that right now. Nice work, Peru! Visit FSC Peru by following this link. Membership

6 6 of 6 16/03/ :07 AM FSC is only as strong as the funds it has to progress its work on promoting responsible forest management in Australia. Membership is an important way to support this work. People interested should click here. FSC Australia is also able to accept gift deductible donations. For information or to make a donation head to our Membership Page. Forward This was sent to info@fscaustralia.org by info@fscaustralia.org Update Profile/ Address Instant removal with SafeUnsubscribe Privacy Policy. FSC Australia GPO Box 152 Melbourne Victoria 3001 Australia 勐 כ