Image

Wood. The Ultimate Renewable™ launched

7 June 2019

Forest and Wood Products Australia (FWPA) hosted a launch event in Melbourne on Tuesday evening, unveiling a new brand to the industry ahead of a consumer advertising campaign next month.

The Ultimate Renewable™ (detailed in a lead story two weeks ago) will promote the sustainability and environmental advantages of Australia’s forest and wood products industry, with the goal of reframing forestry in the eyes of the public.

The messages underpinning the brand will aim to educate the public that Wood is The Ultimate Renewable™ resource, as it can be replanted and will continually grow back. The brand offers a universal, positive communications message for the sector to share and was warmly received by more than 100 industry representatives in attendance.

Speaking at the event was Ric Sinclair, Managing Director of FWPA, John Simon, Chairman of FWPA, Peter Maddison, award-winning architect (photo) and host of Grand Designs Australia, and Howard Parry-Husbands, CEO of research consultancy Pollinate, which oversaw the consultation process that informed the brand.

The Ultimate Renewable™ brand resulted from extensive collaboration between FWPA, the industry and consumers. Through a number of focus groups and extensive data analysis, the consultation found that the most impactful messages were the idea of forestry being renewable, providing a wealth of benefits for the environment and tackling climate change, at a time when environmental issues are becoming increasingly important to Australian businesses and consumers.

Parry-Husbands said The Ultimate Renewable™ will galvanise stakeholders across the sector to unite with the singular focus of positively changing public perceptions around forestry. “Our initial analysis showed that, while the mainstream media was concerned with the perceived negative environmental impact of forestry, what was missing from the narrative was a focus on replanting”.

“During our extensive consultation about potential ways of turning negative perceptions into positive ones, a common theme emerged … the fact that Wood is The Ultimate Renewable™. “If the industry can properly demonstrate this, we can change the world to one built on sustainable resources! Everybody will benefit if we work together,” Parry-Husbands said.

Sinclair said The Ultimate Renewable™ is a concept built on an ethos of collaboration, and urged stakeholders to become champions of the brand by promoting the benefits of using sustainably sourced and well-managed forest products.

“We operate in an incredibly diverse sector. But no matter where our stakeholders sit across the supply chain, the reality is that we all share a common resource, which is renewable. What we have created is a brand that everyone can embrace and incorporate into their own collateral, in turn amplifying the message,” Sinclair said.

As well as hearing the story behind the new brand, attendees were treated to a sneak peek of the new The Ultimate Renewable™ TV consumer advertisements featuring Peter Maddison. The ads share the key messages behind the brand and will be launched as part of a multi-platform, AU$1.8m campaign from the first week of July.

FWPA will act as the central point for the coordination and marketing of The Ultimate Renewable™, with variations of the logo available for use by different areas of the sector. FWPA will be hosting similar events for industry stakeholders in Sydney, Brisbane, Perth, Adelaide and Hobart over the coming days and weeks.

Source: FWPA

Read More
Image

Kea Aerospace achieves milestone in autonomous flight

Kea Aerospace has successfully completed a landmark BVLOS (Beyond Visual Line of Sight) flight, demonstrating the capabilities of their advanced autonomous flight technology. The milestone UAS (Unmanned Aircraft System) flight, conducted within Kea Aerospace’s Special Use Airspace, marks significant growth ...
Read more
Image

€100 m investment in wood-based EV batteries

Stora Enso Oyj is preparing to invest about €100 million in a pioneering project to use wood in electric vehicle batteries and offer an alternative to components currently made in China, according to its chief executive officer. The funds would ...
Read more
Image

First long-range electric trucks to New Zealand

Windrose Technology will work with Auckland based Etrucks® to bring the first long-range electric trucks to New Zealand. The Windrose E1400 6×4 semi tractor features extreme aerodynamic efficiency, with an industry low coefficient of drag of 0.2755. Combined with the ...
Read more
Image

DC Equipment Canada return Madill to B.C.

DC Equipment has announced the opening of its new manufacturing facility in Prince George, marking the return of Madill equipment production to British Columbia. The first machines to be produced at this facility will be the Madill 3000B Log Loaders, ...
Read more
Image

QLD budget weak on future timber material needs for housing

Queensland’s peak body for the forest and timber industry is warning of a looming building materials crisis by a lack of policy and budget measures for increasing future timber supply to help meet the state’s rising housing demand. “While we ...
Read more
Image

Kenworth unveils futuristic SuperTruck 2

Kenworth showcased its SuperTruck 2 demonstrator vehicle at the Advanced Clean Transportation (ACT) Expo in Las Vegas last month, a project developed over six years in collaboration with the US Department of Energy’s (DOE) SuperTruck programme. The aim of the project ...
Read more
Image

Key drivers to decarbonise heavy transport fleets

The industry was buzzing once again for the Wood Transport & Logistics 2024 event that ran last week in Rotorua, New Zealand. Well over 200 forestry and log transport companies from across Australasia, America and Europe, came to Rotorua to ...
Read more
Image

Rocket Lab launches climate science satellites

Rocket Lab, a global leader in launch services and space systems, today launched the first of two back-to-back launches for NASA’s PREFIRE (Polar Radiant Energy in the Far-InfraRed Experiment) climate change-focused mission. ‘Ready, Aim, PREFIRE’ lifted-off from Rocket Lab Launch ...
Read more
Image

Hiringa launches hydrogen refuelling network

Taranaki-based green hydrogen developer Hiringa Energy has marked the opening of New Zealand’s first zero-emission green hydrogen refuelling network set to service heavy freight across the North Island. The initiative is the first of its kind in Australasia and was officially ...
Read more