AFS re-branded: Re­spon­si­ble Wood fo­cuses on con­sumers

Australasian Timber - - NEWS -

AUS­TRALIAN Forestry Stan­dard Ltd has changed its name to Re­spon­si­ble Wood. The change, an­nounced in Ho­bart at Wrest Point Ho­tel’s Green Room on Novem­ber

21, re­flects the com­pany’s com­mit­ment to im­ple­ment­ing a clear con­sumer- fo­cused strat­egy about the sus­tain­abil­ity of cer­ti­fied Aus­tralian wood prod­ucts.

“Our new name, Re­spon­si­ble Wood, and shield logo, re­flect the trans­for­ma­tional change we are em­bark­ing on as we be­gin to proac­tively raise aware­ness and un­der­stand­ing of our cer­ti­fi­ca­tion scheme and drive de­mand for Aus­tralian cer­ti­fied wood and wood prod­ucts,” Dr Hans Drielsma, chair of Re­spon­si­ble Wood, said.

“While we re­main com­mit­ted to our core func­tion as a stan­dards de­vel­op­ment or­gan­i­sa­tion and scheme owner, our new name and logo bet­ter demon­strate what we stand for,” Dr Drielsma said.

“They clearly com­mu­ni­cate our vi­sion which is to en­sure Australia’s forests, and the prod­ucts sourced from them, are recog­nised as be­ing among the most sus­tain­able in the world.”

Over the past 18 months, AFS Ltd has un­der­taken an ex­ten­sive con­sul­ta­tion pro­gram with its mem­bers, cer­tifi­cate hold­ers and the broader timber and pa­per sec­tors as well as re­tail­ers, spec­i­fiers, sus­tain­abil­ity prac­ti­tion­ers and con­sumers.

The pur­pose was to bet­ter un­der­stand the sta­tus of the sec­tor, con­sumer at­ti­tudes and the strate­gic di­rec­tion it should take to build on the suc­cess of its 15 years of op­er­a­tion.

The name and brand change are the re­sult of this con­sul­ta­tion and un­der­pin a fo­cused strat­egy to raise aware­ness and un­der­stand­ing of Re­spon­si­ble Wood cer­ti­fi­ca­tion.

As part of the change, Re­spon­si­ble Wood has in­tro­duced a new web­site and com­mu­ni­ca­tions tools, which can be ac­cessed by vis­it­ing www. re­spon­si­ble­wood.org.au

Since 2002, AFS Ltd has pi­o­neered the de­vel­op­ment of cer­ti­fi­ca­tion stan­dards for wood and wood prod­ucts sourced from sus­tain­ably­man­aged forests in Australia. This ded­i­ca­tion to sus­tain­able forests and for­est prod­ucts con­tin­ues with Re­spon­si­ble Wood.

Re­spon­si­ble Wood man­ages the Re­spon­si­ble Wood Cer­ti­fi­ca­tion Scheme, which is un­der­pinned by two Aus­tralian stan­dards – Sus­tain­able For­est Man­age­ment (AS 4708) and Chain of Cus­tody for For­est Prod­ucts (AS 4707).

Launch­ing the Re­spon­si­ble Wood brand in Ho­bart are CEO Si­mon Dor­ries and chair Dr Hans Drielsma, flanked by new Re­spon­si­ble Wood di­rec­tors Katie Fow­den and Mark Thom­son.

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