Consolidation In Certification

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Certification as the Moral High Ground." Here are people who by the nature of their jobs expect materials to be consumed. They just want to feel good about using the right stuff. The growth in this market could be substantial in the coming years starting in 2001.

If housing starts in the United States fall in 2001, the market will be competitive. Strategic differences can play an important part in the way an architect, builder or remodeler communicates about his or her designs and material selection process. During a recent trip to British Columbia, I was able to listen to and observe the real effort going into the study and implementation process.

The missing ingredient is the commitment on the part of the largest retailers and builders to stand shoulder to shoulder with dedicated manufacturers and distributors when they jointly believe that the best practices already exist or will soon be achieved. These companies simply must get on the renewable resource pride wagon and tell their customers that wood is the right choice.

So, my prediction is that certification will increase. Quality will remain fairly static even though the demands for better quality material will persist. Most premiums will be charged initially, availability will start to be noticeable, and the many fine practices already under way will finally get recognized for the great standards they are. If U.S. and Canadian producers don't believe that they ought to play, make way for the certified imports !

Products Council for a determination of equivalency.

Recently, Lowe's Home Improvement Centers issued one of the more powerful policy statements, acknowledging "the Forest Stewardship Council is recognized as having the highest certification standard available today and will be given preference over other certification systems."

While that makes some in this industry shudder, certification may be the forest products industry's best friend. Certification has the power to deliver something this industry has lacked in the marketplace-something it cannot build on its own or buy at any cost. Certification delivers credibility in the eyes of the public. And although landowners and manufacturers may not get more money for their wood products, they will create opportunity to protect and even increase their market share against competing products.

Until recently, the forest products industry never worried much about its credibility or image. Although it has a proud heritage, it has been content to keep to itself. There were trees to fell, lumber to saw and houses to build. The dawning of the 1970s brought with it the first modern-day challenges to the forest products industry about how they managed the world's forest resources. Particular attention was focused on tropical rainforests, but the concern soon spread to temperate and boreal forests.