Canadian Forestry Industry Rebrands Itself as Innovative and Green

Canada’s forestry companies, through their organization the Forest Products Association of Canada (FPAC), recently released two “report cards” to measure their progress towards their Vision 2020 goals for productivity, environmental performance, and people . Regarding people, their Pathways to Prosperity report states: “the sector recruited 8,000 workers in the period 2010 to 2012, mainly to replace retiring baby-boomers.” The environmental performance measures get far more attention: “

In 2010-2012, the reduction in waste to landfill was 31%, …. with 98% of wood residue now being used for either energy generation or composting. More than 66% of mills’ waste water sediment is being used for either energy generation, composting or land application. The recycling rate also improved by another 4%. Canada has one of the highest recovery rates of waste paper and packaging in the world at 73% … Energy use decreased by 8%. For example, the sector continued to invest in energy reduction projects including the installation of energy-efficient equipment to improve mills’ competitiveness and increase the production of green energy. This has also served to improve the quality of air emissions with a reduction in particulate matter (PM) (11%), sulphur oxide (SOx) (6%) and nitrous oxide (NOx) (11%)” .

The Productivity Scorecard report is based on a detailed analysis by the Centre for the Study of Living Standards (CSLS). That study documents the trends in the labour force and in labour productivity, and concludes that the driving force behind rapid labour productivity growth in the forest products industry is multifactor productivity growth, made possible by investment in change and innovation. The report describes the two major initiatives: Future Bio-pathways Project (begun in 2010), and Construction Value Pathways (begun in 2013). The report recommends renewed focus on human and physical capital investment, as well as on R&D spending.

To rebrand the industry and attract a new generation of workers to the sector, FPAC launched The Greenest Workforce.ca website. The website states: “The industry’s traditional products like pulp, paper and lumber are fundamental to the success of new products like renewable bio-fuels, green bio-plastics, bio-pharmaceuticals, bulletproof vests, car parts and airplane wings which are part of the dynamic new face of the Canadian forest products industry.” Using videos and Twitter, the site includes job postings, job profiles, descriptions of the industry and career prospects.
Unifor, which represents more than 21,000 forestry workers, and just completed bargaining for a pattern agreement with Resolute Forest Products, agrees that the industry is in transition. In a President’s Statement of June 8, Jerry Diaz calls for the reinstatement of a Forestry Industry Council with “a specific mandate to investigate and make public recommendations for a strengthened high-value forestry industry.”

LINKS:

Vision2020 Pathways to Prosperity (June 17) is at http://www.fpac.ca/index.php/en/page/vision2020
Productivity Report Card summary (May 2014) is at http://www.fpac.ca/publications/14-FPAC-0349-ProductivityReportDesign2014-EN-Rev5.pdf with the detailed analysis prepared by the Centre for the Study of Living standards (CSLS) at http://www.csls.ca/reports/csls2014-01.pdf .
Greenest Workforce.ca is at http://www.thegreenestworkforce.ca/index.php/en/
Unifor Statement is at http://www.unifor.org/en/blog/new-resolute-collective-agreements-covering-2000-workers

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