promotion of wood and forest products in new zealand shaun killerby
TRANSCRIPT
Promotion of Wood and Forest Products in New Zealand
Shaun Killerby
Outline
New Zealand Market History
International Promotion
Domestic Promotion
Emergent Problems
New Initiatives
New Zealand Market History
South Pacific islands with a total of 269,000 km2 of land
New Zealand Market History
About 50-60% of area covered in indigenous forest in 1840
Rapid land clearance by colonists in late 19th century
A domestic timber famine was subsequently projected
New Zealand Market History
National plantation forest estate established from 1919
Fast-growing Pinus radiata the primary species planted
Designed to complement the indigenous forest resource
New Zealand Market History
Culture of wood use developed due to:
Availability and low cost
Earthquake-prone country
Education and promotion of the use of locally grown pine from the 1930s
New Zealand Market History
By the 1960s, plantation grown timber met most of domestic demand for sawn timber
A subsequent planting boom aimed at export diversification
The national forest industry was privatised from 1985
New Forest Planted Since 1919
1920 1930 1940 1950 1960 1970 1980 1990 1998
Year to 31 March
Private State
Total
000ha
100
80
60
40
20
0
Source: NZ Forest Owners Association
New Zealand Market History
Almost 25% of New Zealand is still in indigenous forest
Most of this area has been reserved since the 1940s
Forest Accord signed in 1991
Less than 2% of annual timber harvest is now indigenous
New Zealand Market History
Today there is 1.8 million ha of commercial plantation forest
Over 89% of this area is planted in Pinus radiata
Annual harvest 18.5 million m3
Most (70%) of this is exported
Projected Annual Harvest
1980
30
25
20
15
10
5
01990 2000 2010
Year
Domestic demand
Export potential
Source: Forest Research
(million m3)
International Promotion
Exports were only a minor concern before the 1970s
Shift to export focus
Competitive environment since 1985, with international market development a major concern
International Promotion
Marketing strengths include: Product versatility
Product reliability
Softwood equivalence
Fast-growing and renewable
Environmental management
Conservation role
International Promotion
Weaknesses include: Three primary markets
Lack international presence
Perception of Pinus radiata
Lack value-added products
Lack a market-to-production-to-product philosophy
International Promotion
Market access a major issue:
In-market promotion
Trade liberalisation
Forest certification
Domestic Promotion
Culture of wooden, design-built houses
Substitution and promotion have not been major issues
No significant demand for certified products
Domestic Promotion
Emphasis on technical promotion and tactics
Use of User Guides and Manuals for builders
Lack sophistication regarding understanding and meeting consumer aspirations
Emergent Problems
New housing types and styles
Proliferation of new products and systems
Concerns about variable wood quality over the past decade
Declining commitment to wood
Weather-tightness issue
Weather-tightness Issue
Convergence of: Changes to builder training
New house types and styles
New products and systems
Changes to Building Code
Inappropriate placement of untreated kiln-dried timber
Approval by inspectors
Weather-tightness Issue
Result: Leaking buildings
Rotting ceilings, walls, decks
Public concern about the trustworthiness of wood
Public concern about the trustworthiness of the timber and building industries
New Initiatives
The emergent domestic problems highlight the danger of focussing
on just production and supply
Must deliver quality renewable and environmentally friendly products
+
an integrated customer-focussed approach to design and delivery
New Initiatives
Collaborative research between forestry, the building industry and innovative manufacturers
Development of a joint customer and futures focus
Integrated research into higher-value, differentiated products
Conclusion
New Zealand has successfully established a national plantation forest estate which is widely perceived as versatile, renewable and environmentally friendly.
But such perceptions can easily be jeopardised without a consumer-focussed approach to production, design and delivery.