FSC sucks up and apologises (sort of)

The Forest Stewardship Council of Canada recently had some rare words of praise for the Canadian paper packaging industry! “Here in Canada,’’ wrote President and CEO Francois Dufresne in a blog, “our packaging industry uses the largest portion of recycled fibres of any forestry sector – an important element of responsible forest management, and an incredible achievement for which we commend the Canadian packaging industry.”

Well thank you, we’ll take it. And we recognise that FSC has every right to inform Canadian consumers about how packaging materials are sourced within Canada and about forestry practices around the world. The problem is how that message is conveyed to the public.

Unfortunately, FSC’s most recent attempt just serves to smear the industry. A promotional video on its website claims a link between packaging and deforestation. No credible evidence of such a link is offered. In fact, the Canadian industry is not responsible for any deforestation in Canada. Will FSC advise Canadian millennials of this fact? I think we’ll be waiting a while.

FSC Deforestation Facts

FSC uses a visual image of an ugly clear-cut in its video to symbolise ‘nasty’ deforestation. But somehow the fact that it receives money from companies that use clear-cutting to harvest the forest doesn’t get mentioned. Oops! A little conflict there, no?

Poor Forestry Practices

And as for the ‘’poor forestry practices’ it alleges, the video somehow neglects to acknowledge that Canada leads the world in forest certified as sustainably managed, and that most Canadian packaging mills already have responsible sourcing (chain-of-custody) certification by independent third parties.

We live in a world of social media and instant impressions where nobody likes to be unfairly smeared. If FSC wants to be a credible source of information to its packaging customers, and to the public in general, it needs to clean up its act and be far more precise in its public offerings and claims. Facts and credibility do matter.

This was originally posted on the PPEC webiste on July 2, 2020

FSC is misleading Canadians, say its key packaging customers

The Canadian branch of the Forest Stewardship Council (FSC) is trying to distance itself from a promotional video that has angered its Canadian packaging customers. But the video itself, with two demonstrably false claims in it, still remains accessible to the public on FSC Canada’s website.

When it launched the video last month, FSC Canada was proud to claim ownership, calling it “our” new video while baldly declaring that paper and paperboard packaging can be ‘’a product of deforestation or poor forestry practices.’’

The industry’s environmental council (PPEC) objected to this industry smear, laying out the facts in Canada and calling on FSC to remove any references to deforestation. FSC has not done that. But it has changed the wording of its website introduction to the video. It now reads: “Unfortunately, deforestation occurs in other parts of our world. It is important to check that the packaging you purchase does not contribute to deforestation.”

This is certainly an improvement on what was there before, but the video itself is unchanged and still available to the Canadian public. This is what’s wrong with it.

THE BIG DEFORESTATION LIE

First, there’s the big lie about deforestation. The video claims there’s a link between packaging and deforestation. But it doesn’t offer any evidence for this. All FSC Canada has come up with so far is two articles. One refers to the recent opening of a road in the Amazon. But the article doesn’t even mention packaging. The major cause of deforestation in Brazil is cattle ranching and agriculture, according to the World Wildlife Fund (WWF).

The second article supplied by FSC Canada doesn’t mention packaging either. This opinion piece is now 11 years old and quotes data that’s even older than that. And it’s not solely about deforestation, it’s about loss of forest cover, which includes forest lost through fire and insect infestations (which can be considerable). And again, there’s no mention of Canada.

So FSC Canada has provided absolutely no proof to date of its claimed linkage between packaging and deforestation. And it certainly won’t be able to do so for Canada. Because there is none. As we detailed in an earlier blog, Canada’s overall deforestation rate from all causes is extremely low, one of the lowest in the world at 0.01 per cent.

The specific rate for the Canadian forestry industry as a whole is a mere 0.0004% (mainly because of the creation of permanent access roads into the harvest areas), with packaging’s share of that a big fat zero. That’s because most of the boxes and cartons made by Canadian mills are 100% recycled content. The few freshly-cut trees that the industry uses for packaging are harvested from forests that are regrown afterwards. That’s the law in Canada. It stays as forest. It’s not deforestation. Packaging and forestry facts

FALSE IMAGE

And then there’s the false image that smears the whole industry. The video uses an image of a clear-cut to symbolise deforestation. Unfortunately for FSC, the major cause of deforestation in Canada is not the forest industry but rather the conversion of forest land to agriculture. FSC Canada knows this because it’s written on its website! So why not use an image of a deforested field of farmer’s hay or gently waving corn to illustrate the facts instead of unfairly smearing the forest and paper industries with the image of a clear-cut? All FSC is doing for a Canadian millennial watching this video is perpetuating a false image of forestry as the major cause of deforestation. It’s not. Dare we mention hypocrisy here? On the one hand, FSC is using the image of a clear-cut to symbolise nasty deforestation. Its other hand is stretched out for forest certification cheques from logging or forest companies that happen to use clear-cutting methods to harvest trees.

CANADA LEADS THE WORLD

Finally, the video makes a bald and unsubstantiated claim that paper and paperboard packaging can be a product of “poor forestry practices.” FSC doesn’t define what these “practices” might be but suggests you’ll be OK if you certify your packaging with FSC. Fair enough. This is a commercial. But what it doesn’t say to our poor confused Canadian millennial, is that Canada leads the world by far in the amount of forest independently certified as being sustainably managed. Almost 40% of the world’s entire certified forest is right here in Canada. That’s “poor forestry practices”? Packaging and certification
Not only that, every single mill member of PPEC (the Canadian industry’s environmental council), already has independent chain-of-custody certification for its operations in Canada. Some of them with FSC, some with its competitors the Sustainable Forestry Initiative (SFI) and the Canadian Standards Association or PEFC, some with two certifiers, some with all three federally-recognised certifying agencies.. That’s not poor forestry practices. That’s responsible sourcing writ large. In summary, the Canadian industry has been badly and unfairly smeared here. We can handle the truth, but the truth has not been told in this video. We are the good guys! We cause zero deforestation; have more forest certified as sustainably managed than anyone else in the world; every single mill member of PPEC has responsible (chain-of-custody) certification; we’re high in recycled content (mostly 100%); and our used packaging is the most widely recovered of all materials. FSC should be holding us up as a model for the rest of the world to aspire to. Not smearing us with lies and half-truths.

FSC misleads Canadians, smears paper packaging

An open letter to Francois Dufresne, President and CEO of Forest Stewardship Council (Canada)

Dear Mr. Dufresne:

I recognize that FSC is in a three-way fight for market share in the forest and paper certification business, and that part of that fight is your recent launch of a new video plug for FSC aimed at the users of paper packaging.

Actually, as a commercial it’s not bad. Congratulations. Except for the big lie, or maybe I should say the totally misleading perception that the video leaves about paper packaging and deforestation. Because your slick commercial perpetuates a forestry myth, broadly smearing the Canadian packaging industry in the process.

The video begins well though. Some ”70% of consumers want the packaging of the products they buy to be sourced responsibly.” Couldn’t agree more. Wish it was higher. The good news is that every mill member of PPEC already has proof of responsible sourcing: independent third-party chain-of-custody certification as to where its fibre comes from, whether recycled or virgin.

But then comes the smear. “Paper, board and bioplastics can be a result of deforestation or poor forestry practices.” Can be? What does that mean? Could be? Or maybe, might not be? Which is it? And where’s the evidence, the examples, for this link you make between packaging and deforestation? Unfortunately, your video doesn’t provide any. Just smears everyone.

When you posted your commercial on Linked-In, I challenged you to provide specific examples of situations where trees used for packaging were harvested from forests that were not later regrown. Because that’s the law in Canada, as you know, Mr. Dufresne. Any provincial (crown) forest land that’s harvested must be successfully regenerated afterwards, either naturally or artificially (through tree planting or direct seeding).

A week went by with no answer, and then you posted the clip again. This time I pointed out (as if you didn’t already know) that the United Nations does not consider deforestation to have occurred when a forest is returned to forest. That is, when it remains as forest and is not converted to non-forest uses such as agriculture, oil and gas projects, hydro-electric development, residential subdivisions, and so on. (I’ve attached a link to a UN definition of deforestation for your benefit).

But you already know this. . You acknowledged this when you responded to my second Linked-In comment, and it’s posted on your website: : Deforestation, clearance or clearing is the removal of a forest or stand of trees where the land is thereafter converted to a non-forest use. (Underline added).

And how much of Canada’s forest land was converted to non-forest use in the latest data year? According to Natural Resources Canada, about 37,000 hectares or just 0.01 per cent. And how much of that conversion of forest land to non-forest land was the forest industry responsible for? Well, a smidge under 1400 hectares. Do the math. That means that the forest industry’s deforestation rate was a mere 0.0004 per cent.* Yes, that’s three zeroes and a four.

But that’s the total forest and paper industries combined (lumber, pulp, newsprint, everybody). What about packaging’s contribution? Well it may come as a surprise to you, Mr. Dufrense, but hardly any freshly-cut trees are used to make paper packaging in Canada at all. In fact, most boxes and cartons made by Canadian mills are 100% recycled content. So basically, they are not responsible for any deforestation. Nada. So why are you smearing the paper packaging industry in Canada and their customers with this deforestation BS? Why are you perpetuating this myth? It’s inaccurate, dishonest, and a smear on the whole Canadian industry.

Oh no, we meant global forests, you say, referring to an article (written over 10 years ago!) about the 10 countries with the worst deforestation rates in the world (not including Canada, of course). I’m sorry Mr. Dufresne, but that’s not good enough. You posted this as president and CEO of FSC Canada, and the video is proudly displayed on the FSC Canada website. People are entitled to assume you are talking about Canada. The buck stops with you.

If FSC Canada wants to have any credibility with the paper packaging industry and its customers, I would strongly suggest that you immediately remove any reference to deforestation in your commercial. And I will be among the first to commend you for your honesty.

Yours sincerely,

John Mullinder

Executive Director, PPEC

This letter first appeared on the PPEC website on April 8, 2020

 

How much forest lands does Canada have?

We start off big. Canada, after all, is the second-largest country in the world. But to define the extent of its forest lands, we first need to remove all the water: the lakes, the rivers, and the streams that together make up almost nine per cent of the country.

Next to go is the large expansive non-forested tundra of the Arctic (26 per cent). Followed by the wetlands, swamps, areas of slow-growing and scattered trees (four per cent), and the treed portions of farms, parks and gardens, trees planted around buildings, and plantations like fruit orchards (one per cent). And finally, there’s a big chunk of other non-forested land that must be removed from the equation too: the 25 per cent of Canada that’s used to grow agricultural crops, plus the land we ourselves occupy: the communities, towns and cities where we live. All told, some 65 per cent of Canada is what is called ‘non-forested.’

forest lands are 34.9% of CanadaWhat’s left is technically known as Canada’s ‘forest lands’: 347 million hectares of forest land divided into 12 distinct terrestrial ecozones, the largest being the Boreal Shield at 131 million hectares, ranging down to the smallest, the Prairies, at one million hectares.

But the shrinking doesn’t stop there. More than one-third of that forest land (122 million hectares) is unmanaged or left in a wilderness state. Which means that the area left for commercial forestry (the harvesting for lumber and wood pulp) is just under 23 per cent of the total. That’s not the end of the story either, since only a tiny portion of that 23 per cent is logged, as we shall see.

(Excerpt from Deforestation in Canada and Other Fake News. Copyright © 2018 by John Mullinder. Reproduced with permission).

 

This was originally posted on the Paper and Paperboard Packaging Environmental Council (PPEC)’s website on January 24th 2019

Setting the record straight on deforestation in Canada

There’s no question that deforestation is a serious global issue with climate change consequences. The massive fires in the Amazon and Indonesia are just the most recent examples. But there’s also a lot of misinformation about deforestation, about where it’s occurring, and what its major causes are.

For starters, simply cutting down a tree is not deforestation, according to United Nations’ definitions. Removing trees or forests and replacing them with something else, on the other hand, is. Think of the conversion of forest land to agriculture, oil and gas projects, new homes, hydro lines or reservoirs, ski hills and golf courses. In other words, deforestation means the forest is unlikely to return to forest. It’s gone for good.

That’s not to say that the world’s forests are not temporarily disturbed by both natural and human interaction.

Insect infestations, disease, and forest fires occur naturally and have done so for thousands of years. There is no such thing as a pristine undisturbed forest.

Human interaction (for example, logging) also disturbs the forest, but in Canada’s case, provincial law requires that the forest be successfully regenerated either naturally or by artificial means (planting and seeding). Over a thousand new seedlings are planted every minute in Canada to help regenerate what has been harvested earlier.

The fact that this occurs in Canada helps explain why the forest industry here was responsible for only 4% of Canada’s total deforestation in 2016. The 4% is the forest land removed to create new permanent forestry access roads.Causes of Deforestation in Canada

Major Causes

The major cause of deforestation in Canada is, in fact, the conversion of forest land to agriculture. Back in 1990, conversion of forest land to agriculture represented two-thirds of Canada’s total deforestation. Today it’s down to one-third.

The second major cause is oil and gas development (24%); followed by new hydro lines and reservoir flooding (12%); mining for minerals and peat (9%); and municipal urban development (9%).

So, if we want to reduce deforestation in Canada, we should first focus on why forest land is converted to agriculture (and the other land uses noted above). But that doesn’t let us off the hook entirely. We also need to question our use of imported soy and palm oil, beef, timber and pulp. These, plus the clearing of forest land for cattle grazing and fuel wood, are the major causes of deforestation globally.

{If you would like to know more about deforestation can I modestly suggest that you read my book! (Deforestation in Canada and Other Fake News at www.johnmullinder.ca). It covers Canada’s deforestation rate, its history, its causes, and how Canada compares to other countries. It also outlines the basic facts about forestry in Canada and tackles ‘Other Fake News’: several false and misleading environmental claims, sloppy media and greenwash}.

 

This blog was first published on the PPEC website on October 4, 2019