Www.weisstanne.info Sauter / Beimgraben – Marketing of Silver fir – IUFRO, Oct. 20071 Forest Research Institute Baden-Württemberg (Germany) Marketing of.

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1 www.weisstanne.info Sauter / Beimgraben – Marketing of Silver fir – IUFRO, Oct. 20071 Forest Research Institute Baden-Württemberg (Germany) Marketing of Silver Fir Development of a joined marketing concept for Silver Fir in Central Europe IUFRO Div 5-5.10.00 POSTER Presentations Thorsten Beimgraben Franka Brüchert Udo Hans Sauter Forest Research Institute Baden-Württemberg Wonnhaldestraße 4 79100 Freiburg (Germany) udo.sauter@forst.bwl.de www.fva-bw.de

2 www.weisstanne.info Sauter / Beimgraben – Marketing of Silver fir – IUFRO, Oct. 20072 Forest Research Institute Baden-Württemberg (Germany) Starting situation natural range of Silver fir is limited to Central Europe European resources of Silver fir: Germany: 78 Mio. m³ Austria: 46 Mio. m³ Switzerland: 61 Mio. m³ France: 153 Mio. m³ Silver fir is a local tree species in a global timber market Silver fir traded in mixture with Norway spruce unjustified bad reputation of Silver fir at processors (caused by problems with technical drying when mixed with Norway spruce) reduced sale profits for forest owners declining stocks in young and increasing stocks in old stands

3 www.weisstanne.info Sauter / Beimgraben – Marketing of Silver fir – IUFRO, Oct. 20073 Forest Research Institute Baden-Württemberg (Germany) Why marketing for Silver fir? Silver fir has an important ecological function in subalpin forests of Central Europe has resin free timber with appealing surface and colour has short transport distances if processed in Central Europe has a positive life cycle assessment image brochure

4 www.weisstanne.info Sauter / Beimgraben – Marketing of Silver fir – IUFRO, Oct. 20074 Forest Research Institute Baden-Württemberg (Germany) Objectives and Activities create a communication platform between forest owners, saw millers and end users separation of Silver fir from Norway spruce in the chain of production (beginning with harvesting operation) development and testing of trade fair concepts for different target groups product creation (i.e. 3-layers-plate) TV-productions to submit the image of Silver fir creation of a joined image brochure with distribution in Central Europe

5 www.weisstanne.info Sauter / Beimgraben – Marketing of Silver fir – IUFRO, Oct. 20075 Forest Research Institute Baden-Württemberg (Germany) Results website-catalogue of available Silver fir products international network of Silver fir promotion working groups in Central Europe introduction of a joined Marketing logo joined information, image and marketing website supported and applied in Germany, Austria, Italy and Switzerland increased demand for Silver fir products stimulation of end-user demand income improvement for forest owners preservation as a forest species screenshot TV-production trade fair concept

6 www.weisstanne.info Sauter / Beimgraben – Marketing of Silver fir – IUFRO, Oct. 20076 Forest Research Institute Baden-Württemberg (Germany) Udo Hans Sauter* / Thorsten Beimgraben Forest Research Institute Baden-Württemberg Wonnhaldestraße 4 79100 Freiburg (Germany) udo.sauter@forst.bwl.de www.fva-bw.de Development of a joined marketing concept for Silver Fir in Central Europe contact

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