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

Two gold medal OlympiansMichael Phelps – the greatest

Olympian everRoss Rebagliati – the accidental

snow boarderThe common denominator….

▪ Drugs and gold medals

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…

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. I’m 23 years old and despite the successes I’ve 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 ??

I’m glad there wasn’t Utube when I was 23

10 years and countingStill fussing about who’s is biggestCOC and area certified are reciprocalObservations

Forest management COC Is any body making money because of

this? Are forests better managed? Other stuff

Its about 1.7% of land mass, 7.1% of global forests…

Curling Junior hockeySkeletonForest certificationSometimes its good to see if anyone

is following before loudly declaring leadership…

Area certifiedCOC certificates

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 useThe market likes FSC

Good standardGreat marketing

ENGO’s are strategic Warm and fuzzy appeal Different ethical standard of

approaching the market place

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

It’s a chainForestMillDistributorProcessorCustomer

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)

Initial forest certification revenue = $50k

Annual forest surveillance revenue = $10k

Annual COC revenues = $ 300k

81 companies certified in Canada

Clearly…. The auditors areForest Managers – scant evidence of

upcharge for certified woodMill managers – not muchDistributors – some modest regional

upcharge, but not as much as 100% recycled paper

Processors – not much

Benefits: Market access Customer relations Public relations Confidence in the sustainability of the

bioproduct

Benefits The sustainable forestry story follows

the chain of custody The most effective tool I have ever

witnessed for talking about good forestry

Modest performance improvement Declining marginal ROI Hard to fix something that is really good

Plants Animal Air Water Soil

93% of COC clients reaudited in 2009 have made major capital investment

Large majority are good on revenue and profit

No credit issues evidentEmployment reductions are modest“Certification won’t make a good

business but a good business gets certified….”

Certification demands improvement in ecological performance

Now into the era of marginal, and largely undetectable ecological improvement

Cost/benefit?

All look at ecologyMiniscule consideration of economyHaircuts on the Titanic?

All but 4 states19 primariesExcellent adventure!!!