Craig Howard, RPF, CEASFM

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• Craig Howard, RPF, CEA(SFM)
• March 31, 2009

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• Two gold medal Olympians
• Michael Phelps the greatest Olympian ever
• Ross Rebagliati the accidental snow boarder
• The common denominator.
• Drugs and gold medals

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• Blood test by IOC very credible
• Medal stripped
• I probably inhaled some second hand smoke
• Medal returned
• Gets a national endorsement contract
• Successful real estate developer
• Named one the five most influential British
  Columbians.
• We should all be punished like this

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• Wins 14medals
• Fastest human ever
• Caught on camera phone (not credible)
• Apology
• Suspended from swimming
• I engaged in behaviour which was regrettable
  and demonstrated bad judgment. Im 23 years old
  and despite the successes Ive had in the pool, I
  acted in a youthful and inappropriate way, not in
  a manner people have come to expect from me. For
  this, I am sorry. I promise my fans and the
  public it will not happen again,
• We should all be rewarded like this ??

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• Im glad there wasnt Utube when I was 23

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• 10 years and counting
• Still fussing about whos is biggest
• COC and area certified are reciprocal
• Observations
• Forest management
• COC
• Is any body making money because of this?
• Are forests better managed?
• Other stuff

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Its about 1.7 of land mass, 7.1 of global
forests
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• Curling
• Junior hockey
• Skeleton
• Forest certification
• Sometimes its good to see if anyone is following
  before loudly declaring leadership

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Area certified
COC certificates
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• FSC may soon be able to claim the most rigorous
  environmental standard and the most companies
  that have gone broke
• SFI remarkably slow on label use
• The market likes FSC

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• Good standard
• Great marketing
• ENGOs are strategic
• Warm and fuzzy appeal
• Different ethical standard of approaching the
  market place

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• 20 Billion USD in 2008 (FSC)
• Follows the bioproducts supply chain
• Remember Home Depot?
• Paper sector has gone wild

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• Its a chain
• Forest
• Mill
• Distributor
• Processor
• Customer

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• 1 forest certificate (50k)
• 1 annual forest audit (10k)
• 5 mill certificates (5k x 5)
• 20 distributor certificates (3k x 25)
• 100 processor certificates (2k x 100)

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• Initial forest certification revenue 50k
• Annual forest surveillance revenue 10k
• Annual COC revenues 300k
• 81 companies certified in Canada

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• Clearly. The auditors are
• Forest Managers scant evidence of upcharge for
  certified wood
• Mill managers not much
• Distributors some modest regional upcharge, but
  not as much as 100 recycled paper
• Processors not much

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Making money?

• Benefits
• Market access
• Customer relations
• Public relations
• Confidence in the sustainability of the bioproduct

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Making money?

• Benefits
• The sustainable forestry story follows the chain
  of custody
• The most effective tool I have ever witnessed for
  talking about good forestry

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• Modest performance improvement
• Declining marginal ROI
• Hard to fix something that is really good
• Plants
• Animal
• Air
• Water
• Soil

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Other stuff

• 93 of COC clients reaudited in 2009 have made
  major capital investment
• Large majority are good on revenue and profit
• No credit issues evident
• Employment reductions are modest
• Certification wont make a good business but a
  good business gets certified.

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• Certification demands improvement in ecological
  performance
• Now into the era of marginal, and largely
  undetectable ecological improvement
• Cost/benefit?

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Other stuff

• All look at ecology
• Miniscule consideration of economy
• Haircuts on the Titanic?

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• All but 4 states
• 19 primaries
• Excellent adventure!!!