Along the way, we’ve had input from the people who are closest to our system – network partners, FSC users and certified companies around the world - to develop these materials. And I’m happy to say that we’re seeing consistently positive reactions from very, very different groups of stakeholders too. It’s a brand that everybody can use.
Alongside our new branding launch, we’re also in the middle of developing our strategic plan. It’s very much about getting better at what we do already; getting better at running the certification system. It’s also focused on reversing the trend of forest destruction, which means it fits completely with the new brand positioning.
Because forests are about much more than just the timber value. Of course, that’s enormously important, but what we do in the forest is more than just taking the timber out. We do it in responsible ways that create benefits for people without threatening the survival of the animals and the plants in the forest. Most of the species that live on Earth live in forests, in particular in the tropical forests, so responsible forest management is hugely important for animals.
The whole purpose of being FSC-certified, and managing the forest in a responsible way, is that forests will be there for the benefit of the environment, for the benefit of social interest and for the benefit of the global and local economy, forever.
Kim is the Director General of the Forest Stewardship Council, a position he has held since October 2012. He was selected to succeed Andre de Freitas with the unanimous support of the FSC Board of Directors, who recognised that Kim’s proven track record as a global leader within the environment and development sectors make him extremely well-suited to consolidate FSC’s position as a global leader in responsible forest certification.
Copyright: Kim’s image (black/white) with thanks to Morten Holtum.