Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Global Outlook—Supply & Demand for Wood Products By Ed Pepke Forest.

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Presentation transcript:

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Global Outlook—Supply & Demand for Wood Products By Ed Pepke Forest Products Marketing Specialist Food and Agricultural Organization UN Economic Commission for Europe Geneva, Switzerland

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Content World production and consumption Regional analysis Sector analysis Forecasts Forests resources UNECE Timber Committee statements Solution options

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Sources of info UNECE/FAO TIMBER database (forest products statistics) Temperate and Boreal Forest Resources Assessment FAO Global Forest Products Outlook Study FAO Global Forest Resources Assessment FAOSTAT Forestry Database website UNECE/FAO Timber Bulletins Timber Committee market statements

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Forest products

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA World production of roundwood Source: FAOSTAT

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Regional production of industrial roundwood, Source: FAOSTAT and FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Regional trade, all forest products, 1999 Source: FAOSTAT

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA American lumber consumption & production, Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA American lumber trade, Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Europe lumber consumption & production outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Europe lumber trade outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Asia lumber production & consumption outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Asia lumber trade outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA America panel consumption & production outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA America panel trade outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Europe panel consumption & production outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Europe panel trade outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Asia panel consumption & production outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Asia panel trade outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA America paper & paperboard consumption & production outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA America paper & paperboard trade outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Europe paper & paperboard consumption & production outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Europe paper & paperboard trade outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Asia paper & paperboard consumption & production outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Asia paper & paperboard trade outlook Source: FAO Global Forest Products Outlook Study

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA N. American softwood lumber market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA N. American softwood lumber market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA European softwood lumber market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA European softwood lumber market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Russian softwood lumber market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Russian softwood lumber market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA N. American hardwood lumber market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA N. American hardwood lumber market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA European hardwood lumber market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA North America panel production Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA North American MDF market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA European MDF market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA European particleboard production Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA European OSB production Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA N. American paper market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA N. American paper market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA European paper market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA European paper market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Russian paper market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Russian paper market Source: UNECE Timber Committee forecasts, 9.02

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Forest resources

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Annual change in forest area, (million hectares) Deforestation Increase in forest area Net change in forest area Tropics Non- tropics World Source: FAO Global Forest Resources Assessment 2000

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Annual change in forest area, N & C America South America Europe Asia Africa Oceania Source: FAO Global Forest Resources Assessment 2000

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Forest resources in Europe Only 60% of the wood which grows is harvested Forests increase daily 1 million m 3 Forestland increases by 500,000 hectares per year Sources: State of the World’s Forests 2001; Global Forest Resources Assessment 2000; Temperate and Boreal Forest Resources Assessment 2000.

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Forest resources: growing stock Million m3 Source:Temperate and Boreal Forest Resources Assessment 2000.

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Forest resources: NAI vs. fellings Million m3 Source:Temperate and Boreal Forest Resources Assessment 2000.

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Forest resources: NAI vs. fellings Fellings as % of NAI Europe-4159% EU-1564% Nordic countries72% Baltic countries50% Central & eastern Europe 56% Russia16% North America79% Source:Temperate and Boreal Forest Resources Assessment 2000.

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Removals considerably below growth Wide variance in utilisation rates of NAI Growing stock increasing in Europe Oversupply compared to demand for wood Increasing alternative demands on forests Forest resources summary

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Growing too much wood? Not enough wood products demand? What are the solutions?

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Grow the wood markets. Guarantee that today’s wood products meet consumers’ needs Develop new products to meet evolving needs Develop new markets for wood products (substitute for non-renewable materials)

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA How can we grow the wood markets? Through coordinated, international promotion programs Example: the FAO-ECE Forest Communicators Network creates a positive image of the forest and forest industries sector by: –networking among members –identifying key common messages and concepts –building of PR capacity

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA FAO/UNECE Forest Communicators Network Current network: 120 communicators from 29 countries, representing governments and private sector. Participation open to all sharing common objectives.

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Findings on the market effects of wood promotion from Forest Products Annual Market Review Multi-country wood promotion essential Objective to enlarge wood’s market share Promotional work must be cost justified Analyse decision making of target market Source: UNECE/FAO Forest Products Annual Market Review,

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Findings on the market effects of wood promotion from Forest Products Annual Market Review Attitudes influenced by cultural and technical dimensions Credibility is important quality Key elements of promotional work –Competence –Neutrality –Sufficient financial resources

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Findings on the market effects of wood promotion from Forest Products Annual Market Review Fund raising a problem in fragmented industry Multi-country promotions must overcome cultural differences Wood promotion is a success story!

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA 2001 Timber Committee Market Statement “In light of the economic downturn in 2001, the Timber Committee stated that it is imperative to develop new products to expand existing markets and to establish new markets to meet consumers’ needs. The Committee reasserted the importance for the forest products industry to work internationally to promote the environmental advantages of the sustainable production of wood.”

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA 2001 TC Market Statement “The Committee discussed the need to increase the wood culture in the UNECE region. Delegates mentioned on-going national and subregional campaigns to promote the use of wood. The Committee suggested coordinating efforts in order to achieve greater success.”

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA 2002 Timber Committee Market Statement “Encouraged countries to work together to achieve the maximum benefits of their promotional efforts. Multi-country promotion of the sound use of wood is important to maintain and increase wood’s market share.”

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA 2002 Timber Committee Market Statement Many effective communication strategies can be shared through collaboration between countries, trade associations and promotional groups These international approaches to wood promotion are important to ensure sustainable markets which are a vital component of sustainable forest management

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Questions? Discussion

Best Practices in Communications Forum Vancouver, Canada, 6-8 October 2002 Photo: APA Ed Pepke Forest Products Marketing Specialist UNECE & FAO Timber Branch 439 Palais des Nations CH-1211 Geneva 10, Switzerland Telephone Fax