FSC UK Strategic Plan

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1 Forest Stewardship Council United Kingdom FSC UK Strategic Plan Summary Document Charity number FSC F000231

2 1 of 5 Introduction FSC celebrated its 20th Anniversary in 2014 and FSC UK reaches this milestone in Recent expansion of the FSC UK team has allowed us to be more proactive and to improve our services. Aligned with this is the need to redefine our strategic priorities and develop action plans in order to maximise our effectiveness. Whilst we will always need to react to new challenges and opportunities, we need to have clarity in terms of our overarching priorities and to translate these priorities into objectives and, ultimately, targets and work plans. FSC International has developed its global plan for the next 5 years and this states that we need to bolder, stronger, and measurably more effective. This is as true at the national office level as at the global level. Whilst we need to include domestic matters and ensure that key issues, such as supporting our certificate base and meeting contractual obligations, are addressed, the FSC UK strategic plan needs to be developed in the context of FSC s global vision and mission and our own charitable objectives. FSC s Vision The world s forests meet the social, ecological and economic rights and needs of the present generations without compromising those of future generations. FSC s Mission The Forest Stewardship Council AC shall promote environmentally appropriate, socially beneficial and economically viable management of the world s forests. Core purpose Forests for All Forever. FSC s Values Respect for diversity FSC will promote an environment of inclusiveness, tolerance, fairness, equity, and generosity that recognizes that understanding the perspectives of others is the key to raising global awareness, being locally relevant, and fulfilling our mission Empowerment - FSC will promote equitable participation in decision making and the empowerment of workers, indigenous peoples, communities, smallholders, women and other less advantaged groups Shared solutions - FSC will ensure that solutions to forest challenges are in support of the full spectrum of interest groups that are engaged in advancing sustainable forest management FSC UK commits itself to the same values as the global organisation: respect for diversity, empowerment and shared solutions. In practical terms this means that we will strive to deliver FSC s mission on the ground within the UK at all relevant levels within the bounds of our resources, for example to government, industry and commerce and to the general public. We believe we have an obligation to ensure that FSC s policies, programmes and standards are appropriate and workable in the UK context.

3 2 of 5 FSC UK s Charitable Objectives The Charity s objects are to promote, for the benefit of the public, the protection and conservation of the world s forests. In particular, but not exclusively, by: 1. Introducing and promoting a programme of voluntary accreditation of forest certification bodies 2. Developing consensus around standards for good forest management 3. Increasing public awareness about independent forest certification The Charity works to promote the FSC system in the UK by: Raising awareness of the value of responsibly managed forests 1 Supporting certificate holders and retailers to maximise the market for FSC products and thus increase the demand for certified forests Encouraging maximum participation from the UK in FSC s global objectives Protecting the integrity of the FSC logo 1 which includes providing an FSC approved national forest stewardship standard and other woodland related guidance Priorities for FSC UK Building on the findings at a staff planning day in November 2014, FSC UK identified five strategic priorities. These were subsequently refined in light of discussions with the FSC UK Board of Directors and consultation with UK based members. The following priorities have been agreed: Improve standards for forest management and promote FSC forest management certification in the UK for all sizes and types of forest Engage, support and represent existing and potential FSC Licence Holders (this includes Certificate Holders) to maximise demand for FSC certified products and projects Inform and educate people about FSC and forest ecosystems to foster awareness and understanding and elicit positive behaviour change Ensure that FSC is positioned as the most credible forest certification scheme Improve effectiveness of how FSC operates as One Global Organisation An overview of each priority and associated objectives is provided in this document Summary The strategic plan aligns our UK priorities with those of our International Centre with the aim of increasing demand for FSC certified products whilst ensuring that FSC s high standards and credibility are maintained. Work plans and key performance indicators have been developed to deliver the strategic plan. Of course, FSC UK will need to remain alive to new opportunities and it is envisaged that the plan and associated documents will be regularly reviewed and should be considered as dynamic and open to further development.

4 3 of 5 Priorities PRIORITY: Improve standards for forest management and promote FSC forest management certification in the UK for all sizes and types of forest. Rationale: It is an essential requirement both in terms of FSC UK s charitable objectives and our role as an accredited National Office that we have an approved national forest stewardship standard. Whilst we would ideally look to expand the area under FSC certification in the UK, one of our most immediate challenges is to maintain our current certificate levels. We need to support our existing certificate holders by increasing market pull and by identifying mechanisms to reduce the financial and administrative burden on smallholders, whilst ensuring that FSC s high forestry standards are maintained. OBJECTIVE 1: The UK national forest stewardship standard remains fit for purpose, addressing in full the FSC Principles and Criteria, being unambiguous and concise, and making reasonable concessions to small and low intensity managed forests OBJECTIVE 2: Smallholder access to forest management certification in the UK improved OBJECTIVE 3: Forest owners/managers supported to maintain/increase forest management certification in the UK PRIORITY: Engage, support and represent existing and potential FSC Licence Holders to maximise demand for FSC certified products and projects. Rationale: Engaging and supporting certificate holders and retailers to maximise the market for FSC products (and thus increase the demand for certified forests) is fundamental to our charitable aims. It is essential that the relationship we have with our licence holders is proactively managed and that we support those companies committed to the FSC system. In the global context, we also need to represent our UK stakeholders to ensure that FSC s standards are appropriate and relevant. OBJECTIVE 1: Potential FSC licence holders (FM/COC/TLH) identified and informed of FSC benefits OBJECTIVE 2: Key Account Management strategy adopted to manage the increasing level of engagement with existing FSC Licence Holders OBJECTIVE 3: An efficient and widely recognised advisory/enquiry service maintained and developed and effective onsite and online training courses delivered OBJECTIVE 4: Licence holders use the FSC trademarks correctly and encouraged to use the new Global Brand Positioning (GBP) artwork OBJECTIVE 5: UK Stakeholders represented in all aspects of FSC development including revision of normative documents

5 4 of 5 PRIORITY: Inform and educate people about FSC and forest ecosystems to foster awareness and understanding and elicit positive behaviour change. Rationale: FSC UK should drive demand for FSC certified products by communicating the importance of responsible forestry and the impact of consumer choice. Increasing public awareness about independent forest certification is one of FSC UK s stated charitable aims. It is vital that we become more proactive in our promotion of FSC in the UK. FSC UK s 2014 survey revealed that 50% of UK consumers recognise the FSC logo, but it is now time to build upon this to foster not just recognition but understanding, and to ensure that this subsequently affects behaviour change. The recent growth of the FSC staff team now allows for the implementation of a wider-reaching and more ambitious Communications Plan. The plan is designed to drive demand for FSC certified products through increased consumer awareness of FSC and promotion of good practice by businesses. We will work with stakeholders, including license holders and key amplifiers to promote our message to the widest audience. OBJECTIVE 1: Most people in the UK recognise the FSC logo and understand what it means OBJECTIVE 2: More consumers and businesses in the UK demand FSC certified products and consistently and knowingly choose FSC certified products over alternatives OBJECTIVE 3: FSC is regularly, accurately and positively promoted in the UK regional, national, digital and trade media PRIORITY: Ensure FSC is positioned as the most credible forest certification scheme Rationale: FSC is widely recognised as the most credible forest certification scheme and maintaining this credibility is critical to the scheme s success. The support of environmental and social NGOs gives reassurance to our stakeholders and their continued engagement is fundamental to our success as a scheme that promotes environmentally appropriate and socially beneficial, as well as economically viable management of the world s forests. FSC UK has a role to play in minimising the threats to our system and ensuring that FSC is recognised as a credible scheme by consumers, businesses and government. OBJECTIVE 1: FSC s trademarks protected to ensure that only those authorised to do so can promote their FSC status and products OBJECTIVE 2: Systems in place to minimise threats to FSC s credibility OBJECTIVE 3: FSC recognised as the most credible scheme by environmental and social NGOs in the UK OBJECTIVE 4: FSC certified companies benefit from the scheme s credibility

6 5 of 5 PRIORITY: Improve effectiveness of how FSC operates as One Global Organisation Rationale: In order to deliver FSC s Global Plan and deliver FSC s mission we must act as One Global Organisation In recent years FSC s growth has been unprecedented, but it may not continue unless we transform FSC for the next 20 years. Motion 8 from the 2011 General Assembly called for FSC to conduct a strategic review of current and future capital and operational needs across the FSC global network (International Centre, Network Partners and Regional Offices), including elements related to decentralisation, the role of Regional Offices and how to ensure overall good governance and accountability throughout the Network. The resulting PricewaterhouseCooper report identified that FSC needs to function better as One Global Organisation and reinforced the judgement that the global FSC network should be better resourced. The integration of global operations is one of the most important proposed objectives in the draft global plan. FSC UK should be an integral part of the global organisation and needs to support the process and lead by example. FSC can only truly become one global organisation if we all work together to deliver common goals. OBJECTIVE 1: Strategic planning, work planning, and project management globally aligned and well co-ordinated across FSC and the network OBJECTIVE 2: FSC UK participates in global advisory groups and supports the network through sharing best practice OBJECTIVE 3: FSC UK plays an active role in the development of a more decentralised approach to FSC s global work OBJECTIVE 4: FSC has an engaged and growing membership in the UK with increased representation in the social and environmental chambers Image credits: Front Cover: EGGER ; FSC UK; Olympic Delivery Authority - Below: Forestry Commission Charity number FSC F000231

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