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©2010 Rainforest Alliance RAINFOREST ALLIANCE CERTIFIED A SEAL THAT SELLS
©2010 Rainforest Alliance WHAT IS THE RAINFOREST ALLIANCE? The Rainforest Alliances SmartWood program is the largest FSC-accredited certifier. 2 Certifying Body Conducts Audits Issues FSC Certificates Rainforest Alliance is accredited by the Forest Stewardship Council FSC-ACC-004 Sets the Standards Accredits Certifying Bodies
©2010 Rainforest Alliance WHAT IS THE RAINFOREST ALLIANCE? The Rainforest Alliance also certifies and verifies non-forestry operations: 3 Agriculture Tourism Carbon Projects
©2010 Rainforest Alliance WHAT IS THE RAINFOREST ALLIANCE? By promoting sustainable land-use practices, the Rainforest Alliance helps protect the environment and ensure the well-being of workers a nd their communities. 4
©2010 Rainforest Alliance OUR SEAL OF APPROVAL The Rainforest Alliance Certified seal is an exclusive benefit to forestry and farm operations that have earned Rainforest Alliance certification. 5 ** All trademark use must be approved in writing by the Rainforest Alliance. **
©2010 Rainforest Alliance THE POWER OF THE FROG SEAL The Rainforest Alliance Certified seal of approval assures consumers that they are buying a product that has been grown and harvested sustainably. 6
©2010 Rainforest Alliance THE POWER OF THE FROG SEAL The Rainforest Alliance Certified seal and FSC trademark mean that: All laws are followed Human Rights are respected, especially those of indigenous peoples International workers rights are respected Biodiversity and endangered species are protected Forestlands are not converted for other uses Hazardous chemicals are prohibited See all FSC Principles at www.fsc.org/pc.
©2010 Rainforest Alliance THE FROG SEAL CAN HELP YOU… Meet consumer demand… Stand out from the competition… Increase earnings potential… Demonstrate corporate citizenship… 8
©2010 Rainforest Alliance THE FROG SEAL CAN HELP YOU… Meet consumer demand… Due to the growing demand for sustainably- produced furniture, paper and green buildings, FSC/Rainforest Alliance Certified forest owners often experience better market access and value for their timber. 9
©2010 Rainforest Alliance THE FROG SEAL CAN HELP YOU… Stand out from the competition… The Rainforest Alliance Certified seal is recognized by nearly 20 percent of Americans* (and growing) and can be found on hundreds of products such as chocolate, coffee and paper. 10 * Source: BBMG, 2009 Conscious Consumer Report.
©2010 Rainforest Alliance THE FROG SEAL CAN HELP YOU… Stand out from the competition… We require our suppliers to deliver products that come from certified forests and have set ambitious targets for FSC certification… Products carrying the Rainforest Alliance Certified seal are more identifiable as certified and assure consumers that these products are more respectful of the environment. Normand Dumont, EVP, merchandising for RONA 11
©2010 Rainforest Alliance THE FROG SEAL CAN HELP YOU… Increase earnings potential… Lipton Tea increased annual sales by more than 10 percent after promoting the Rainforest Alliance Certified seal on product and in advertising. 12
©2010 Rainforest Alliance THE FROG SEAL CAN HELP YOU… Increase earnings potential… McDonalds coffee sales rose by 15 percent and revenue increased by 23 percent after promoting the Rainforest Alliance Certified seal in-stores and advertising in the UK. 13
©2010 Rainforest Alliance THE FROG SEAL CAN HELP YOU… Demonstrate corporate citizenship… Show your customers that you care about the environment and the social and economic well-being of forest-dependent communities. 14
©2010 Rainforest Alliance WHO ELSE USES THE FROG SEAL? 15
©2010 Rainforest Alliance WHERE TO FEATURE THE SEAL? Web sites Sales & promotional materials Labeling & packaging Advertisements – print & TV 16
©2010 Rainforest Alliance A SEAL THAT SELLS… 17 …in advertisements and on product labeling
©2010 Rainforest Alliance 18 A SEAL THAT SELLS…
©2010 Rainforest Alliance 19 A SEAL THAT SELLS… …in annual reports and business communications
©2010 Rainforest Alliance 20 A SEAL THAT SELLS… …in sales brochures and consumer mailings
©2010 Rainforest Alliance 21 A SEAL THAT SELLS…
©2010 Rainforest Alliance A SEAL THAT SELLS… 22 …on bags and packaging
©2010 Rainforest Alliance A SEAL THAT SELLS… 23
©2010 Rainforest Alliance 24 A SEAL THAT SELLS… …on websites and email newsletters
©2010 Rainforest Alliance 25 A SEAL THAT SELLS…
©2010 Rainforest Alliance A SEAL THAT SELLS… 26 Bananas, coffee, tea and more:
©2010 Rainforest Alliance USING THE SEAL IS EASY… Your dedicated SmartWood Associate will guide you through the process of submitting and approving the use of both the FSC trademark and the Rainforest Alliance Certified seal. 27 Visit this link to get started: www.rainforest-alliance.org/forestry.cfm?id=trademark_request ** All trademark use must be approved in writing by the Rainforest Alliance. **
©2010 Rainforest Alliance WE PROVIDE HELPFUL RESOURCES… Visit www.Rainforest-Alliance.org/Marketingwww.Rainforest-Alliance.org/Marketing Guidelines for how to use the seal and FSC label Guidelines Sample messages to use with these marks Sample messages Tips for how to promote your certified products Tips Press release templates Press release Marketing examples and more Marketing examples 28
©2010 Rainforest Alliance WE PROVIDE HELPFUL RESOURCES… Use this wallet card and brochure to tell your customers about FSC/Rainforest Alliance certification. Contact your SmartWood Associate to order copies. 30
©2010 Rainforest Alliance The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior.
October 5, 2007© Copyright Rainforest Alliance Rainforest Alliance.
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