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2 TABLE OF CONTENTS GENERAL OVERVIEW... 3 VISITORS... 4 PROGRAM... 4 MARKET FORUMS... 4 FSC CERTIFICATION EXHIBIT... 6 FURNITURE AND INTERIOR DECORATION OBJECTS EXHIBIT... 6 PARTNERSHIPS... 7 ANALYSIS OF FINANCIAL RESULTS... 8 FUND RAISING... 8 SOURCES OF FINANCING... 8 SPONSOR QUOTAS... 8 SUPPORTERS... 8 GENERAL ANALYSIS... 9 POSITIVE ASPECTS... 9 ASPECTS THAT NEED IMPROVEMENT... 9 PROMOTION MEDIA SUPPORT (SOCIAL COMMUNICATION) ACTIVITIES CARRIED OUT PRESS RELEASES APPENDICES FLOOR PLAN OF THE TRADE FAIR LIST OF EXHIBITORS SURVEY DATA

3 General Overview Certified Brazil Trade Fair is a joint initiative of Imaflora (Instituto de Manejo e Certificação Florestal e Agrícola Institute for Agriculture and Forest Management and Certification), Imazon (Instituto do Homem e Meio Ambiente da Amazônia Institute for Man and the Environment of the Amazon Region) and of the National FSC Initiative in Brazil (Conselho Brasileiro de Manejo Florestal - Brazilian Council for Forest Management, FSC-Brazil). The objective of this trade fair is to promote the Brazilian forest sector that is committed to sustainability. The first trade fair took place in April 2004 and its success was a clear indicator of the large market potential for certification in Brazil. It brought together 50 exhibitors, all of them forest enterprises and forest communities with FSC certification. In three days it received approximately 4500 visitors, with 117 representatives from 27 different countries. This success encouraged the institutions involved to organize the II Certified Brazil Trade Fair and I Latin American Fair of FSC-Certified Products in the period April 18 20, 2006, at Frei Caneca Convention Center (Centro de Convenções e Eventos Frei Caneca, Rua Frei Caneca, 569 Cerqueira César São Paulo - Brazil). This time the fair had the participation of 56 exhibitors 1 and received visitors, of which 45 were from abroad. The visitors were able to learn about forest projects committed to sustainable development, establish institutional and commercial contacts, and participate in satellite events, such as Market Forums and the FSC Certification and Design Exhibit. The trade fair was open to the general public and the opening ceremony was led by the Brazilian Minister for the Environment, Ms. Marina Silva, who visited all the exhibition booths. Other government authorities were also present, among them Mr. Jorge Viana, Governor of Acre State, who announced the certification of another two operations in his state: Equator Community and the Antimary State Forest, and Mr. Eduardo Jorge, Secretary for the Environment and Green Areas of the city of São Paulo. Other relevant participants were: Mr. Chris Van der Goot, member of the FSC Board, Bonn, Nando Reis, member of the renowned Brazilian band Titans, and many representatives of the Brazilian forest sector. During the event the president of the Bank for the Amazon Region (BASA), Mr. Mâncio Lima Cordeiro, and the president of the Orsa Group, Mr. Sérgio Amoroso, signed an agreement for financing forest management projects of the company Orsa Florestal in the Jari river basin, between the states of Pará and Amapá, which will benefit four thousand families of 98 communities. The signing ceremony of two books: Biodiversity: is it something we eat, put on, or paste on our hair? ( Biodiversidade: é para comer, vestir ou passar no cabelo? ), published by IIEB, and Beyond timber: certification of non-timber forest products, published by CIFOR, also contributed to make the II Certified Brazil Trade Fair an excellent place for visitors to establish commercial contacts and carry out business meetings. As a result, this event became recognized as a commercial and political/institutional reference for those committed to the responsible use of forest resources in Brazil. 1 Please, check the complete list of exhibitors on page

4 . Moreover, this second edition of the trade fair showed a significant increase in the range of certified forest products available in the Latin American market, namely sawn wood, furniture, pulp and paper, books, wood based panels, interior decoration objects, souvenirs, and non-timber forest products (food, cosmetics, oils, fragrances). In order to assess the results, a survey was carried out among exhibitors of the II Certified Brazil Trade Fair. The results confirmed that the trade fair met their expectations, not only with respect to the volume of sales, but also in relation to the quality of the business contacts they were able to make and the visibility they gained with their respective target audiences. The great majority of the forest enterprises present at the Frei Caneca Convention Center is planning to take part in the third edition of the trade fair and, more than that, they would like to have this event organized every year. Visitors Total number of visitors: Countries represented: 19 Argentina, Belgium, Bolivia, Brazil, Canada, Dominican Republic, France, Germany, Israel, Italy, Mexico, The Netherlands, Paraguay, Peru, Spain, Switzerland, United Kingdom, USA, and Vietnam. Brazilian States: 20 Acre, Amazonas, Amapá, Bahia, Ceará, Distrito Federal, Espírito Santo, Goiás, Maranhão, Minas Gerais, Mato Grosso do Sul, Mato Grosso, Pará, Pernambuco, Paraná, Rio de Janeiro, Rio Grande do Sul, Santa Catarina, São Paulo. Program Market Forums The market forums, attended by representatives of all phases of the production chain, were focused on connecting manufacturers of FSC-certified products to specific market opportunities in Brazil and abroad. The discussions demonstrated that it is possible to transform raw material from certified forests into final products of great appeal to consumers. Participants were able to share strategies for sustainable wood purchasing and learn about successful cases of companies that had included FSC certification in their buying policies. In addition, representatives of the private sector, government agencies, consumers organizations, financial institutions, and financing agents were able to explain their respective roles and discuss the challenges involved in implementing responsible wood purchasing policies. The market forums aimed to bring FSC certification closer to the general public, by demonstrating practical cases that were close to the daily routine of enterprises, government agencies, and final consumers. Participants were able to learn that certification is really not a distant and inaccessible concept, but is part of the day-to-day life of everybody. 4

5 Topics addressed at market forums: April 18, Tuesday 1 PM 3 PM: Opening - Executive Secretaries of Imaflora, Imazon, and FSC Brazil; - Chris Van der Goot, Member of the Board, FSC International Center; - Eduardo Jorge, Secretary for the Environment and Green Areas, City of S. Paulo; - Marina Silva, Brazilian Minister for the Environment 3:30 PM 6 PM: Responsible wood purchasing (corporate and governmental) - Opening: Ernani Pilla, USAID; - Amadeu Costa, Real ABN Amro Bank; - Valéria D Amico, Government, State of São Paulo; - Maluh Barciotte, Akatu Institute; - Moderator: Rachel Bidermann, GVCes. 6:30 PM 8:30 PM: Market for certified products - Roberto Waack, Orsa Florestal; - Adalberto Veríssimo, Imazon; - Ivone Satsuki Namikawa Fier, Klabin; - Moderator: Mario Monzoni, GVCes. April 19, Wednesday 2 PM - 4:30 PM: The pulp and paper industry (room 1) - Abertura: Liza Murphy, Rainforest Alliance; - César Mendes, Suzano; - Nelson Vido, Geográfica; - Moderator: Lineu Siqueira, Jr, Imaflora. 2 PM 4:30 PM: Products available from the forest - beyond timber (room 2) - Sergio C. Gonçalves, GCPC; - Janice Casara, Natura; - Patrícia Shanley, CIFOR; - Moderator: Luis Meneses, WWF-Brasil. April 20, Thursday 2 PM - 4:30 PM: Certified furniture and corporate souvenirs (room 1) - Juliana Llussá, Llussá Carpentry Shop; - Fernando Crivelenti, Studio Vero; - Guido Otte, Butzke; - Moderator: Wandréia Baitz, Imazon. 2 PM - 4:30 PM: Sustainable Architecture and Building Construction (room 2) - Marcelo Takaoka, Grupo Takaoka; - Ecolog representative; - Terry Campbell, Forest Products Solution (consultant, FSC US); 5

6 - Moderator: Fabiana Toyama, Brazilian Council for Forest Management (FSC- Brazil). FSC certification exhibit This exhibit, based on the book Brazil Certified published by Imaflora in 2005, showed posters and photos describing the history and recent developments of FSC certification in Brazil. The objective of this exhibit was to explain to the general public what is FSC certification and point out the benefits that it can bring to the environment, forest communities, and civil society, so that consumers are able to choose certified products. Furniture and interior decoration objects exhibit The history of ecological design and forest certification The basic theme of this exhibit was the evolution of design since the concept of sustainable development was introduced at the 1972 Stockholm Conference on the Environment. The exhibit focused on furniture and interior decoration objects created by designers that are committed to the protection of the environment, who exclusively used raw material produced by certified forest management operations. 6

7 Partnerships The organization of the II Certified Brazil Trade Fair involved professionals of the three partner institutions, in addition to the entire team of WR São Paulo the company in charge of the event, which had already organized its first edition. In order to streamline activities, two committees were set up: Technical Committee: Imaflora: André de Freitas Luís Fernando Guedes Pinto FSC-Brazil: Ana Yang Imazon: Adalberto Veríssimo Organizing Committee: Imaflora: Priscila Mantelatto Iracilda Rossini Simoni Picirili FSC Brazil: Fabiana Massae Toyama Imazon: Wandreia dos Santos Baitz WR São Paulo: Rita Mazzotti!! Imaflora - Instituto de Manejo e Certificação Florestal e Agrícola (Institute for Agriculture and Forest Management and Certification) Imaflora is a non-profit, nongovernmental organization, whose objective is to contribute to the sustainable development of Brazil. The Institute has a national scope and its structure is based on five programs that reflect its areas of work: Forest Certification Program, Agriculture Certification Program, Public Policy Development Support Program, Market Development Program, and Training and Capacity Building Program. Imazon - Instituto do Homem e Meio Ambiente da Amazônia (Institute for Man and the Environment of the Amazon Region) - Imazon is a non profit research institution, whose mission is to promote sustainable development in the Amazon Region through research, information dissemination, and capacity building. During its 15 years of existence, Imazon has published over 200 technical papers. Conselho Brasileiro de Manejo Florestal (Brazilian Council for Forest Management, FSC-Brazil) - FSC-Brazil is a national initiative recognized by FSC International Center (FSC IC). It is an organization independent from the FSC IC, with its own administrative structure. Its objectives include the coordination of processes for establishing national forest management standards, managing the use of the FSC trade mark, and promoting the forest certification concept in Brazil. Forest Stewardship Council (FSC) is a forest certification system that promotes responsible management of all types of forests, through the accreditation of independent certification bodies so that they can grant forest management and chain of custody certification to forest operations. As part of this objective, it also has the role of endorsing national standards for forest management certification. 7

8 Analysis of financial results Fund raising The planning and organization of the II Certified Brazil Trade Fair took about one year and involved efforts of staff members of Imaflora, Imazon, FSC-Brazil and WR São Paulo. In order to make the event financially viable, the Organizing Committee entered into a number of partnerships and established quotas for potential sponsors and supporters. In addition, booth spaces at the trade show were sold to exhibitors. Sources of financing Imaflora institutional funds: Ford Foundation, Hewlett, Icco e Novib Imaflora specific projects: GTZ Institutional funds: Imazon e FSC Brasil Sponsor Quotas Real Bank- BASA - Orsa Group - Masisa Minister for the Environment Natura Cosmetics Suzano Papel e Celulose Tok Stok Furniture Company Supporters EcoLeo - USAID (United States Agency for International Development.) - ICCO (Interchurch Organisation for Development Co-operation) - Novib - Ford 8

9 General Analysis Positive Aspects Event organization, as a result of the good level of integration among the organizing committee, exhibitors, and the company in charge of the trade fair; Determination of the organizers in promoting the event and making it viable; Diversity of enterprises and products, thus ensuring representation of the various components of the forest production chain; Effective participation of exhibiting companies, which invested in the trade fair and helped by promoting the event to their target audiences; Partnership with other NGOs in promoting the trade fair; Infrastructure and venue: the convention center chosen for this second edition met organizers expectations and pleased visitors; Duration of the trade fair; Presence of Minister Marina Silva and other relevant personalities and representatives of the forest sector; Satellite events contributed to the success of the trade fair, making it an excellent place for establishing commercial contacts and holding business meetings; Market forums discussed challenges and new developments in forest certification in various sectors; Media coverage; Quality of visiting participants, national and international, with results of commercial contacts above expectations; Future of the trade fair: in the survey carried out on the last day of the trade fair, exhibitors expressed their interest in participating in future editions. Some suggested that it could be organized every year!!; Electronic registration of participants; Quality of final promotional materials. Aspects that need improvement Partnerships for promoting the trade fair at the international level; 9

10 Trade fair lay-out (arrangement of exhibition booths); Invitation to international buyers groups; Greater participation of exhibitors from Latin America. 10

11 Promotion NATIONAL COLOR CODE Promotion 1 ST phase exhibitors Promotion 2 nd phase - visitors Permanent promotion exhibitors and visitors ACTIVITIES Mar/ 05 Distribution of Mailings and Stickers (exhibitors and supporters) Distribution of materials at Feicom/Brazilian Furniture Trade Fair / Fimma and China Trade Fair Bulk mkt 01 Launching of the trade fair Bulk mkt 02 First sponsors confirmed Proposals for sponsorship Portuguese and English sales catalogue Bulk mkt 03 targeting exhibitors Bulk mkt 04 - targeting exhibitors Bulk mkt 05 - targeting exhibitors Advertising in the journal Referência Advertising in the journal Primeiro Plano Advertising in the journal Formóbile Advertising in the journal Móbile Lojista Advertising in the journal Adiante Interview published by the journal Referência Web page II Certified Brazil Trade Fair Articles published by CESFGV Distribution of materials at Femafe and Hannover Distribution of Mailings and Stickers Distribution of materials at UBA Distribution of materials at Fenavem Distribution of materials at the Belém Trade Fair Notice about signing of the book Certificado by Saramago Distribution of materials at Mercado Floresta Trade Fair Distribution of materials at the FSC General Assembly Banner in home pages of partners and supporting orgs. Banners in electronic newsletters announcing events Social Communication Services (media support) Training in communication for exhibitors Distribution of materials at Fenam and Cologne Electronic banner attached to all s sent out by Imaflora Bulk mkt 06 - Invitation (sent to those in mailing lists of Imaflora, FSC, WR and other partners) Press Release for Note Esalq Distribution of Mailings and Stickers to exhibitors Printed invitation Placing banners at paid sites (if necessary) Invitation to consulates and embassies Partnership with other NGOs for promoting the Fair (IIEB, SOS Mata Atlântica, Greenpeace, WWF, Friends of the Earth, among others) Coverage of Fair by journal Referência and Catalogue of Exhibitors Outdoors placed around the city of S. Paulo Bike Banners Partnership with other communication channels Apr/ 05 May/ 05 June/ 05 July/ 05 Aug/ 05 Sept/ 05 Oct/ 05 Nov/ 05 Dec/ 05 Jan/ 06 Feb/ 06 Mar/ 06 Apr/

12 INTERNATIONAL COLOR CODE Promotion 1 ST phase exhibitors Promotion 2 nd phase - visitors Permanent promotion exhibitors and visitors ACTIVITIES Bulk mkt 01 targeting LA certified companies Mar/ 05 Apr/ 05 May/ 05 June/ 05 July/ 05 Aug/ 05 Sept/ 05 Oct/ 05 Nov/ 05 Dec/ 05 Jan/ 06 Feb/ 06 Mar/ 06 Apr/ 06 Distribution of materials at Feicom/Brazilian Furniture Trade Fair /Fimma and China Trade Fair Proposals for sponsorship sent to LA companies Support from FSC Latin America Social Communication Services (media support) Distribution of materials at the FSC International Garden Furniture Forum Notice published in web site of FSC International Publication in News and Notes of FSC International Mailings to FSC Latin America Invitation sent to FSC Latin America Bulk mkt 02 Invitation to LA certified companies Advertising in the journal Referência Mailing to LA certified companies Web page II Certified Brazil Trade Fair Distribution of materials at Femafe and Hannover Banner in home pages of partners and supporting organizations Banners in electronic newsletters announcing events Mailings to FSC Nis in other countries!! Invitation to FSC Nis in other countries!! Invitation to certified companies from abroad Bulk mkt 03 - Invitation to certified companies from abroad Mailings to certified companies abroad Sales catalogue sent to FSC and certified companies in LA Bulk mkt 04 Sent to FSC NIs and certified companies in LA and other countries Distribution of materials at Fenam and Cologne Partnerships with other NGOs Invitation to consulates and embassies Placing banners at paid sites Coverage of Fair by journal Referência and Catalogue of Exhibitors 12

13 Media support (social communication) Activities carried out Consulting Company: Officium Projetos Especiais/Núcleo de Conteúdos Ambientais (Nuca) (Officium Special Projects/Center for Environmental Subject Matters) This social communication consulting company started working for the trade fair in the second half of February, In this first phase, it collected data to be used in the preparation of press releases and its representatives took part in the preparatory meeting held on February 21 st at the Fundação Getúlio Vargas Administration School, São Paulo. Also present at this meeting were representatives of the social communication departments/media support of exhibitors Contact with press representatives and distribution of promotional material started in the beginning of March. As a result of these media support activities, the trade fair was featured in: 24 articles published in newspapers 4 articles published in magazines and journals 7 articles published in web pages of general interest to the public 21 articles published in web pages specializing in environmental matters 28 articles published in web pages of special interest to various sectors 11 articles published in web pages of NGOs 2 articles published in web pages of international organizations 6 articles published in web pages of different institutions 2 articles published in web pages of radio stations, reproducing material of radio programs 4 articles on related subjects, published in newspapers during the period of promotion of the trade fair 4 prime time TV spots in Brazilian news programs with national coverage The trade fair was also featured in: Radio programs: Eldorado, CBN, Jovem Pan, Band News and Radiobrás TV programs: Globo Jornal Nacional News (tape enclosed) and Globo Rural -, Channel 21 Jornal 21-, Record Jornal da Record, Cultura, Rural Channel, RIT-TV Promotional materials were sent to and interviews were published in the following written media: Diário do Nordeste (Northeast Daily) Revista da Amazônia (Journal of the Amazon Region) Revista Bons Flúidos (Good Vibes Journal) Revista Casa Cláudia (Claudia House Journal) Revista Arquitetura e Construção (Building Construction and Architecture Journal) 13

14 Revista El Mueble y La Madera - M&M (Wood and Furniture, journal of the wood and furniture sector, Colombia) Newspapers A Tribuna (The Tribune, Vitoria, Espírito Santo State) Jornal da Família Consumo engajado (Family Journal Responsible Consumers) (03/26) A Tribuna de Piracicaba (The Piracicaba Tribune) Feira apresenta Brasil Certificado em São Paulo (Trade Fair presents Certified Brazil in São Paulo) (03/11) DCI (Industry and Commerce Daily, São Paulo) Selo internacional consegue dobrar preço de madeira para exportação (International label doubles the price of wood for export) (0412) Diário da Região (Regional Daily, São José do Rio Preto) Caderno Bem-Estar Consumo Engajado (Well-Being Supplement - Responsible Consumers) (0326) Diário de S. Paulo (São Paulo Daily) Mostra conta a história da certificação e do design ecológico (Trade Fair tells the history of certification and ecological design) (04/09) Folha de S. Paulo (São Paulo Paper) Sustentável Feira reúne empresas que usam madeira certificada (Sustainable Trade Fair brings together companies that use certified wood) (04/16) Folha de S. Paulo (São Paulo Paper) Certificação de madeira cresce 154% (Wood certification increases 154%) (04/23) Folha de S. Paulo (São Paulo Paper) Legalidade aumenta custo de certificada (Complying with legal requirements increases the cost of certified wood) (04/23) Gazeta Mercantil (Financial Gazette, São Paulo) Um Brasil com certificação (a Brazil with certification) (04/18) Gazeta Mercantil (Financial Gazette, São Paulo) Opinião/Agenda Feira Brasil Certificado (Opinion/Agenda Brazil Certified Trade Fair) (04/19) Jornal da Tarde (Evening Newspaper, São Paulo) Muita mobília ecológica (A lot of ecological furniture) (04/04) Jornal da Tarde (Evening Newspaper, São Paulo) Seu Dinheiro/Feiras & Eventos Naturais (Your money/ trade fairs and events Nature) (04/11) Jornal da Tarde (Evening Newspaper, São Paulo) Feira mostra diversidade de produtos certificados (Trade fair shows diversity of certified products) (04/21) Jornal do Commercio (Commerce Daily, Manaus) Orsa expõe na BR Certificado (Orsa is one of the exhibitors at Certified Brazil) (04/04) Jornal do Commercio (Commerce Daily, Manaus) Crodamazon tem meta para dobrar sua produção (Crodamazon sets goal to double production) (04/04) Jornal do Commercio (Commerce Daily, Rio de Janeiro) Selo verde chega a dobrar preço de madeira (Green label can double wood prices) (04/12) O Estado de S. Paulo (The State of São Paulo Newspaper) Oportunidades/Agenda II Feira Brasil Certificado (Opportunities/Agenda II Certified Brazil Trade Fair) (04/09) O Estado de S. Paulo (The State of São Paulo Newspaper) Exploração controlada de floresta rende US$ 2,6 bilhões (Controlled logging brings in US$ 2.6 billion) (04/12) O Estado de S. Paulo (The State of São Paulo Newspaper) Só 2% da produção de madeira é certificada (Only 2% of wood production is certified) (04/12) 14

15 O Globo (The Globe, Rio de Janeiro) Revista Consumo engajado (Supplement Responsible consumers) (03/26) O Liberal (The Liberal, Belém) Brasil sobe no ranking de certificação florestal (Brazil increases its ranking in forest certification) (03/27) O Regional (The Regional Daily??) A luta por produtos certificados (The struggle for certified products) (0404) O Rio Branco (The Rio Branco, Acre) Feira mostrará avanços da certificação florestal no Brasil (Trade fair will show advances in forest certification in Brazil) (03/08) O Rio Branco (The Rio Branco, Acre) Marina Silva abre II Feira Brasil Certificado (Minister Marina Silva opens II Certified Brazil Trade Fair) (04/25) Journals and magazines Arquitetura & Costrução (Architecture and Building Construction) Floresta Legal [Cool (legal) Forest] (March/2006) Caras Agenda II Feira Brasil Certificado (Caras magazine Agenda II Certified Brazil Trade Fair) Feiras & Congressos Centro de Convenções Frei Caneca Brasil Certificado (Congresses and Trade Fairs Frei Caneca Convention Center Brazil Certified) (April/2006) Referência II Brasil Certificado Catálogo Oficial da Feira FSC (Journal Reference II Certified Brazil Trade Fair Official Catalogue) (April/2006) Radio Jovem Pan Minister Marina Silva participates in event in São Paulo (04/18); Band News Certified Products Trade Fair (04/07). Sites General Estadao.com Agribusiness Agenda Certified Products (04/18) InterCidadania Exhibit tells the history of ecological design and certification (04/06) O Regional Online The struggle for certified products (04/04) Portal Bonito O WWF-Brazil invites for briefing (04/08) Portal ORM Forest Management in Pará makes national news (0420) Revista In Online WWF-Brazil shows the forest that is present in the city (04/17) Terra Who is eating the Amazon Region?? (04/17) Sites Environment Ambientebrasil Agenda II Certified Brazil Trade Fair and I Latin American Fair of FSC-Certified Products Ambientebrasil Brasil sobe no ranking da certificação florestal (Brazil improves its ranking in forest certification) (03/27) 15

16 Ambiente Já Feira mostrará avanços da certificação florestal no Brasil (Trade fair will show advances in forest certification in Brazil) (03/10) Bolsa Amazônia Certified Brazil Trade Fair (02/24) Cauxi Feira Brasil Certificado abre em tom de esperança quando?? às florestas (Certified Brazil Trade Fair opens on a hopeful note with respect to forests) (04/18) Centro de Estudos em Sustentabilidade Boletim Eletrônico (GVCes Electronic Newsletter) O que faz a certificação chegar ao consumidor (What makes certification reach consumers) (08/02/2005) Centro de Estudos em Sustentabilidade Eventos (GVCes Events) 2ª Brasil Certificado (II Certified Brazil Trade Fair) Centro de Estudos em Sustentabilidade Eventos (GVCes Events) Fórum de Mercado 2006 (Market forum 2006) Compradores de Produtos Florestais Certificados (Certified Forest Products Buyers) Studio Vero dá escala industrial a brindes com material reciclado (Studio Vero produces corporate souvenirs with recycled material) (03/20) EcoAgência Radar (03/31) Envolverde Área de florestas certificadas cresceu 70,25% em dois anos (Area of certified forests increases 70.25% in two years) (03/10) Envolverde Produtos FSC: ao alcance do consumidor brasileiro (FSC products available to Brazilian consumers) (04/06) Jornal do Meio Ambiente Exposição traz história do design ecológico e da certificação (Exhibit tells the history of ecological design and certification) (04/05) Manejo Florestal Feira Mostrará avanços da certificação florestal no Brasil (Trade fair will show advances in forest certification in Brazil) (03/08) Manejo Florestal Studio Vero dá escala industrial a brindes com material certificado (Studio Vero produces corporate souvenirs with certified materials) (03/20) Manejo Florestal Fórum de Mercado 2006 mostra oportunidades de negócios (Market Forum 2006 shows business opportunities) (04/07) Manejo Florestal Marina Silva abre II Feira Brasil Certificado (Marina Silva opens II Certified Brazil Trade Fair) (04/19) O Eco Salada Verde (Green Salad) (04/19) O Eco Música certificada (Certified Music) (20/04) Rede Ambiente Madeira brasileira certificada ganha mercado externo (Certified Brazilian wood gains export market) (04/12) Terra da Gente Acessórios de madeira certificada ganham mercado internacional (Objects made with certified wood gain international markets) (04/07) Specialized Sites Agrosoft Certificação florestal em alta no Brasil (Forest certification advances in Brazil) (04/11) Agrosoft Fórum de Mercado 2006 mostra oportunidades de negócios sustentáveis (Market Forum 2006 shows opportunities for sustainable business) (04/11) Carbono Brasil Agenda - II Feira Brasil Certificado e I Feira Latino-Americana de Produtos Certificados FSC (II Certified Brazil Trade Fair and I Latin American Fair of FSC-Certified Products) 16

17 Casa Cláudia Notícias da Semana - Brasil Ecológico (Weekly News Ecological Brazil) Celuloseonline Agenda II Feira Brasil Certificado ( II Certified Brazil Trade Fair) (11/03/2005) Celuloseonline Cresce área de florestas certificadas no Brasil (Area of certified forests increases in Brazil) (03/13) Celuloseonline Orsa mostra parcerias na Brasil Certificado (Orsa presents partnerships at Certified Brazil) (03/27) Celuloseonline II Feira Brasil Certificado terá Fórum de Mercado (II Certified Brazil Trade Fair will have Market Forum) (04/18) Celuloseonline Orsa participa da II Feira Brasil Certificado (Orsa participates in II Certified Brazil Trade Fair) (04/18) Celuloseonline II Feira Brasil Certificado começa hoje em SP (II Certified Brazil Trade Fair starts today in SP) (04/18) Celuloseonline Referência é catálogo da II Brasil Certificado (Journal Reference is the catalogue of II Certified Brazil Trade Fair) (04/19) Celuloseonline Brasil conta com 247 linhas de produtos com FSC (Brazil has 247 lines of FSC products) (04/19) Celuloseonline Área de florestas com FSC cresceu 70% em 2 anos (Area of FSC-certified forests increased 70% in 2 years) (04/19) Design em Dia Agenda?? E Móbile Feira de certificação (Certification trade fair) (03/24) Editora NE Brasil WWF-Brasil mostra que a floresta está na cidade (WWF-Brazil shows the forest that is in the city) Grupo Maranhense de Decoração Empresa cria acessórios pessoais e peças de decoração aliando crochê e madeira certificada (Company creates personal accessories and objects for interior decoration combining crochet and certified wood) (04/10) Formóbile Design Sustentável (Sustainable Design) (04/24) Madeira Total Feira mostrará avanços da certificação florestal no Brasil (Trade Fair will show recent developments of forest certification in Brazil) (03/09) Madeira Total Florestas Certificadas. Madeireiras são as que mais investem (Certified Forests: Lumber Companies are the ones that invest the most) (03/16) Meio & Mensagem on line Empresas de diversas áreas?? por produtos certificados (Companies from different sectors by certified products??) Perfuradores.com Fórum de Mercado 2006 mostra oportunidades de negócios sustentáveis (Market Forum 2006 shows opportunities for sustainable business) (04/12) Referência Entrevista Mudança de Direção (Interview - Changing Direction) (April, 2005) Referência Feira Mostrará avanços da certificação florestal no Brasil (Trade Fair will show recent developments of forest certification in Brazil) (March, 2006) Revista dos Eventos 2ª edição da Feira Brasil Certificado e 1ª Feira Latino- Americana de Produtos Certificados (II Certified Brazil Trade Fair and I Latin American Fair of FSC-Certified Products) (03/24) Revista MundoDez Grupo Orsa mostra parcerias na Brasil Certificado (Orsa Group presents partnerships at Certified Brazil) (03/24) Revista ViverBem II Feira Brasil Certificado (II Certified Brazil Trade Fair) 17

18 SuperObra.com Evento II Feira Brasil Certificado I Feira Latino-Americana de Produtos Certificados FSC (II Certified Brazil Trade Fair and I Latin American Fair of FSC-Certified Products) NGOs Sites Amda Agenda Brasil II Feira Brasil Certificado e I Feira Latino-Americana de Produtos Certificados FSC (II Certified Brazil Trade Fair and I Latin American Fair of FSC-Certified Products) Greenpeace Greenpeace apóia o FSC na II Feira Brasil Certificado em São Paulo (Greenpeace supports FSC at the II Certified Brazil Trade Fair in São Paulo) (04/20) GTA Grupo de Trabalho Amazônico Brasil terá feira de certificação florestal (Brazil will have forest certification trade fair) Instituto Akatu - Certificação florestal garante ao consumidor origem sustentável do produto (Forest certification ensures consumers that products come from sustainable operations) (03/23) ICV Instituto Centro de Vida Áreas de florestas certificadas cresceu 70,25% em dois anos (Area of certified forests increased 70.25% in two years) (03/10) ICV Instituto Centro de Vida II Feira Brasil Certificado será realizada em São Paulo (II Certified Brazil Trade Fair will be held in São Paulo) (04/03) Instituto Ethos II Feira Brasil Certificado reunirá produtores e compradores de matéria-prima e produtos florestais produzidos de maneira sustentável (II Certified Brazil Trade Fair will bring together producers and buyers of raw material and forest products produced in a sustainable way) (03/13) Instituto Socioambiental Agenda Socioambiental II Feira Brasil Certificado (II Certified Brazil Trade Fair) Instituto Socioambiental Manchetes Socioambientais (Socio environmental headlines) (04/12) Instituto Socioambiental Manchetes Socioambientais (Socio environmental headlines) (04/24) Vale Verde Brasil sobe no ranking da certificação florestal (Brazil improves its position in the ranking of forest certification) (28/03) International Sites Pravda.RU Área de florestas certificadas cresceu 70,25% em dois anos (Area of certified forests increased 70.25% in two years) (03/12) Pravda.RU Começa a Feira Brasil Certificado (II Certified Brazil Trade Fair begins) (04/19) Sites of Professional and Trade Associations CREA-SP (Engineering and Architecture Regional Council São Paulo) Comunidade Real (Real Community) Conselho Regional de Biologia (Biology Regional Council) OswaldoCruz.br Sociedade Brasileira de Silvicultura (Brazilian Society for Silviculture SBS) 18

19 Universidade do Estado do Rio de Janeiro (Rio de Janeiro State University) Other Related Subjects Bom Dia (Jundiaí) Assentamentos causam 15% da devastação (Land distribution projects cause 15% deforestation) O Estado de S. Paulo (São Paulo) Produção certificada melhora (Certified production improves) (02/26) O Estado de S. Paulo (São Paulo) Projeto apóia negócios da floresta (Project supports business of the forest) (04/02) SócioBiodiversidade (Fórum Permanente Caxambu Movimento Socioambiental em Defesa da Água) Takaoka viabiliza desenvolvimento sustentável (Takaoka makes sustainable development viable) (Fall, 2006) 19

20 Press releases Before and during the trade fair, the media support team prepared and distributed 18 press releases plus two write-ups for Band News FM radio station, as described below: Area of certified forests increased 70.25% in two years Between 2004 and 2006, the total area certified by the Forest Stewardship Council (FSC) went up from 40 million hectares to 68.1 million hectares, representing an increase of 70.25%. In this period, the number of countries with FSC certification increased from 59 to 66, and the number of certified forests, from 600 to 775. According to data obtained from the FSC International Center (FSC IC), in Brazil the number of certified forests increased from 35 to 64 in two years. As of January, 2006, it is the Latin American country with the largest number of certified operations and with the largest certified area, 3.5 million hectares in 17 states. Runner up Bolivia has two million hectares of certified forests. FSC-certified areas in the world include 55.76% of natural forests, 11.11% of plantations and 33.14% of natural forests and plantations. Brazil Certified Trade Fair More details on the recent developments of forest certification in Brazil can be checked at the II Certified Brazil Trade Fair, to be held at the Frei Caneca Convention Center, April This event will bring together producers and buyers of forest products and raw materials produced in a sustainable way: saw mills, pulp and paper industries, wood based panels, furniture manufacturers, non-timber forest products (foods, cosmetics, oils, fragrances), designers, artisans and community producers. They share a good asset: all of them have received the FSC label, the forest certification system with greatest international credibility. FSC-certified products have their sustainability ensured because they come from operations that are environmentally adequate, socially fair, and economically viable. This trade fair is a joint initiative of the Institute for Forest and Agriculture Management and Certification (Imaflora), the Brazilian Council for Forest Management (FSC Brazil), and the Institute for Man and the Environment of the Amazon Region (Imazon). It will be open to the general public, free of charge, and will include a design exhibit where furniture and interior decoration objects made with certified wood will be shown. In addition, a series of discussions on market challenges and opportunities for FSC-certified products will be held at the satellite event Market Forum 2006, with attendance limited to those previously registered through the Internet ( Exhibitors will included: A.W. Faber Castell, ABN Amro Real, Araupel, Arte Forma, Beraca Sabará, Braspine Madeiras Ltda, Cikel Brasil Verde, Cooper Floresta, EcoLeo/Leo Madeira, Ecolog Indústria e Comércio, Fênix Indústria de Móveis Itatiba, Floresteca Agroflorestal, Greenpeace, Indústria Brasileira de Molduras, Indústria de Madeiras Guilherme Butzke, Masisa, Mil Madeiras Itacoatiara, Natura, Orsa Florestal, Piatan Interiores Indústria e Comércio, Sebrae Acre, Secretaria de Floresta do Estado do Acre, Suzano Bahia Sul Papel e Celulose, WWF-Brasil. 20

21 The I Brazil Certified Trade Fair was held in April, 2004 and showed a great potential for forest certification in Brazil. It brought together 50 exhibitors; all of them forest enterprises and forest communities with FSC certification. In three days it received almost 5,000 visitors, 117 from abroad, representing 27 countries. In this second edition it will be possible to follow, in Brazil and abroad, the large increase that occurred in just two years in the market for FSC-certified products, FSC Label After the boycott campaigns of the 80 s did not work, FSC-certification started in 1993, mainly as an intelligent answer to the destruction of tropical forests around the world. One of the reasons that boycott campaigns failed is that many times, like the situation in Brazil, the producing country is also a large consumer of tropical woods. The central idea behind this initiative of the pioneer group - which included lumber companies, silviculturists, environmentalists, social movements, indigenous peoples, and artisans of 26 countries was that forests would only be maintained if there could be an economic utilization of their resources, based on social and environmental criteria that could ensure their long term sustainability. However, in its 12 years of existence, FSC certification made much more progress in areas of temperate natural forests than in the tropics. For example, Sweden has the largest area of certified forests in the world, over 10 million hectares. The reason for this is the greater social and environmental complexity presented by tropical forests, besides the problems related to land tenure rights, which are the greatest impediment to the certification of natural forests in Brazil. As a result, tropical forests make only 12.77% of the total area of natural forests certified by FSC, while are boreal forests and 42.77, temperate forests. This gap has led to backed up demand in the world for certified wood from tropical forests. According to data made available by Cypress Associates, Brazil, which is the largest producer of tropical wood, produced 24.5 million cubic meters in However, more than 60% of this volume came from illegal sources, i. e., without official documentation or documents obtained through illegal means, or using manpower not complying with labor laws. Only 2% of all tropical wood produced in the country came from certified forests. Today the FSC label has the highest value in the domestic and international markets; it covers the largest area of certified forests and it is the only one accepted everywhere. The FSC certification scheme has the highest level of credibility with civil society (non governmental organizations and, especially, consumers). This is so because it is the only volunteer system, with the effective participation of representatives of the three sectors economic, social and environmental - with independence, transparency, and social participation. In contrast with other systems, FSC gives high priority to the socio environmental performance of forest operations, rather than relying on bureaucratic procedures. Moreover, in addition to its balanced sectoral representation, FSC ensures the North/South balance in all levels of decision technical and political. Market Forum Program April/18, Tuesday 1 PM 3 PM: Opening 3:30 PM 6 PM: Responsible wood purchasing (corporate and governmental) 21

22 6:30 PM 8:30 PM: Market for certified products 8:30 PM: Opening Cocktail April 19, Wednesday 2 PM - 4:30 PM: The pulp and paper industry (room 1) 2 PM 4:30 PM: Products available from the forest - beyond timber (room 2) 8:30 PM: Cocktail and book signing ceremony: Beyond timber: the certification of nontimber forest products CIFOR Upon invitation only April 20, Thursday 2 PM - 4:30 PM: Certified furniture and corporate souvenirs (room 1) 2 PM - 4:30 PM: Sustainable Architecture and Building Construction (room 2) II Certified Brazil Trade Fair April 18 20, 2006 From 1 PM to 9 PM Frei Caneca Convention Center Rua Frei Caneca, 569 São Paulo SP Free admission FSC Products: available to Brazilian consumers Brazil already has 247 lines of forest products with the FSC label, which guarantees the sustainability of their sources For Brazilian consumers, forest certification is not a distant possibility anymore. It used to be restricted to wood going to foreign markets, but now there are 247 lines of products bearing the FSC (Forest Stewardship Council) label available in the domestic market. Products such as building construction materials, furniture, interior decoration objects, home accessories, gifts, souvenirs, cosmetics, office and school supplies, plus books and even foods, have now a guarantee that their sources are environmentally adequate, socially fair, and economically viable. In the world the number of product lines with the FSC label has already reached 5,115. Those adopting the path of certification include a wide range of organizations, from small forest communities in the Amazon Region to large industrial and financial corporations, such as Suzano Papel e Celulose, Faber Castell, Banco Real and Natura Cosmetics. This is possible not only due to the dramatic increase during the last years in the area of certified forests, but also to the growing number of chain of custody certification labels granted to manufacturers, sellers or distributors of forest products. This certification consists of tracking the raw material from the forest up to the final consumer, therefore ensuring him the certified origin of the product. In other words, chain of custody certification is a guarantee that the product, be it made with wood from natural forests or from plantations or with non-timber forest products (such as fruits or nuts, for example) has been obtained from sustainable sources. For a product to exist as FSC-certified, its entire production chain must have the FSC label. Between 2004 and 2006, the area of FSC-certified forests in the world increased from 40 to 68.1 million hectares, which represents a jump of 70.25%. During the same period, the number of countries with FSC-certified forests increased from 59 to 66, and the number of 22

23 certified forests, from 600 to 775. In Brazil, the number of FSC-certified forests increased from 35 to 64 in two years. Brazil is today the country in Latin America with the largest number of certified operations, totaling 3.5 million hectares in 17 states, as of January Moreover, Brazil is the only tropical country that can be classified as producer and also consumer of certified forest products. Brazil Certified Trade Fair A good sample of certified products that the Brazilian consumer can find on the shelves of stores can be seen during the period April 18 20, at the Frei Caneca Convention Center, São Paulo, at the II Certified Brazil Trade Fair. This event will bring together producers and buyers of forest products and raw materials produced in a sustainable way: saw mills, pulp and paper industries, wood based panels, furniture manufacturers, non-timber forest products (foods, cosmetics, oils, fragrances), designers, artisans and community producers. They share a good asset: all of them have received the FSC label, the forest certification system with greatest international credibility. This trade fair is a joint initiative of the Institute for Forest and Agriculture Management and Certification (Imaflora), the Brazilian Council for Forest Management (FSC Brazil), and the Institute for Man and the Environment of the Amazon Region (Imazon). It will be open to the general public, free of charge, and will include a design exhibit of certified products, organized by designer Nagib Orro. In addition, a series of discussions on market challenges and opportunities for FSC-certified products will be held at the satellite event Market Forum 2006, with attendance limited to those previously registered through the Internet ( Exhibitors that have confirmed their presence at the trade fair include: A.W. Faber Castell, ABN Amro Real, Araupel, Arte Forma, Beraca Sabará, Braspine Madeiras Ltda, Cikel Brasil Verde, Cooper Floresta, EcoLeo/Leo Madeira, Ecolog Indústria e Comércio, Fênix Indústria de Móveis Itatiba, Floresteca Agroflorestal, Greenpeace, Indústria Brasileira de Molduras, Indústria de Madeiras Guilherme Butzke, Masisa, Mil Madeiras Itacoatiara, Natura, Orsa Florestal, Piatan Interiores Indústria e Comércio, Sebrae Acre, Secretaria de Floresta do Estado do Acre, Suzano Bahia Sul Papel e Celulose, WWF-Brasil. FSC Label FSC-certification started in 1993, mainly as an intelligent answer to the destruction of tropical forests around the world, after the boycott campaigns of the 80 s did not work. One of the reasons was that many times, like the situation in Brazil, the producing country was also a large consumer of tropical woods. The central idea behind this initiative, started by a select group of people that included lumber companies, silviculturists, environmentalists, social movements, indigenous peoples, and artisans of 26 countries, was that forests would only be maintained if there could be an economic utilization of their resources, according to social and environmental criteria that could ensure their long term sustainability. However, in its 12 years of existence, FSC certification made much more progress in areas of temperate natural forests than in the tropics. For example, Sweden has the 23

24 largest area of certified forests in the world, over 10 million hectares. The reason for this is the greater social and environmental complexity presented by tropical forests, besides the problems related to land tenure rights, which are greatest impediment to the certification of natural forests in Brazil. As a result, tropical forests make up only 12.77% of the total area of natural forests certified by FSC, while 44.64% are boreal forests and 42.77%, temperate forests. This gap has led to the backed up demand in the world for certified wood from tropical forests. According to data made available by Cypress Associates, Brazil, which is the largest producer of tropical wood, produced 24.5 million cubic meters in However, more than 60% of this volume came from illegal sources, i. e., without official documentation or documents obtained through illegal means, or using manpower not complying with labor laws. Only 2% of all tropical wood produced in the country came from certified forests. Today the FSC label has the highest value in the domestic and international markets; it covers the largest area of certified forests and it is the only one accepted everywhere. The FSC certification scheme has the highest level of credibility with civil society (non governmental organizations and, especially, consumers). This is so because it is the only volunteer system, with the effective participation of representatives of the three sectors economic, social and environmental - with independence, transparency, and social participation. In contrast with other systems, FSC gives high priority to the socio environmental performance of forest operations, rather than relying on bureaucratic procedures. Moreover, in addition to its balanced sectoral representation, FSC ensures the North/South balance in all levels of decision technical and political. Learn about some chains of custody The next paragraphs present some examples of chain of custody already certified in Brazil: a) Buriti fruit (Acrean community) oil industry - (Croda or Beraca) cosmetics industry (Natura) consumer. b) Eucalypt plantation (Suzano) pulp industry (Suzano) paper industry (Suzano) book (Geográfica) consumer. c) Eucalypt plantation (Suzano) Pulp industry (Suzano) paper industry (Suzano) Banco ABN Amro Real. d) Pine plantation (Faber Castell) pencil manufacturer (Faber Castell) consumer. e) Amazon Forest (Mil Madeiras or Cikel) plywood (Cikel plant) lumber yard (EcoLeo) building construction (Takaoka) - consumidor. f) Amazon Forest (Mil Madeiras or Cikel) furniture, frame, souvenir manufacturer (Arte Forma) consumer. g) Amazon Forest (Xapuri communities) sawn wood (Acrean Cooperative) lumber yard (EcoLeo) Carpentry Shop (Piatan Marcenaria) consumer. h) Teak plantation (Floresteca) Teak EGP (Floresteca) lumber yard (EcoLeo) consumer. Exhibit tells the history of ecological design and forest certification A brief history of how design has evolved since the concept of sustainable development was introduced at the Stockholm Conference on the Environment, 1972, will be the theme 24