* Eco-Labeling Native American Tribal Forest Products

* Eco-Labeling Native American Tribal Forest Products Presented by: Dr. Indroneil Ganguly Center for International Trade in Forest Products (CINTRAF...
Author: Jason Jordan
4 downloads 2 Views 3MB Size
*

Eco-Labeling Native American Tribal Forest Products Presented by:

Dr. Indroneil Ganguly Center for International Trade in Forest Products (CINTRAFOR) University of Washington Co-authors:

Dr. Ivan L. Eastin & Dr. Gary S. Morishima

Presented at the: Forest Resources Summit Menominee Casino Resort, Keshena, WI June 6th – 7th, 2012

* Research sponsored by: * Intertribal Timber Council * Contributors to the research: *

*

C. Larry Mason; James D. Petersen; Wade Zammit; James Freed; Scott Atkison

The following institutions contributed to various aspects of the research

*Acknowledgements:

1. Background 2. Objectives 3. Survey 4. Results on Branding 5. Results on Certification 6. Summary 7. Post Research Initiatives

*Outline

Background

Total area of tribal reservation (in the continental US)

57,105,943 acres Forested (32%) 18,637,903 acres

Unreserved (90% of forested) 17,382,324 acres Accessible forestlands 15,330,420 acres

Timberlands

Woodlands

6,316,133 acres

9,014,287 acres

Commercial Timberlands

Timberlands

5,959,361 acres

3,810,083 acres

Summary: Commercial forestland totals 9,769,444 acres with 61% being located in timberlands and 39% located in woodlands

*

Summary statistics of tribal forestland in the US, in acres:

Objectives

* Exploring potential opportunities and benefits from

branding and marketing initiatives of tribal products:

* Differentiate forest products from Indian lands by virtue of

* Unique cultural aspects * Environmental services * Public benefits * Sustainability, and * product quality values provided through Tribal forest management.

*Project Objective

*

Enhance value from forest resources to enable tribes to care for their lands and people

*

Increase public awareness of the virtues of tribal natural resource management

* Potential strategic importance in efforts to protect and advance tribal sovereignty and influence natural resource management across the landscape

*Beyond Wood Products

*The specific sub-objectives of the tribal branding study conducted by CINTRAFOR were to:

1.

Understand how various forest certification and eco-labeling programs are perceived and used by the tribes in marketing their wood/wood products

2.

Explore the potential and acceptability of a tribal branding program and

3.

Identify the branding attributes favored by Tribal respondents

*Specific Sub-Objectives

*The study explored opportunities in

*The study explored

opportunities in

Survey

A total of 54 tribes responded to the survey out of a population of 229 tribes for a response rate of 23.6%. Total reservation area is 57,105,943 acres and survey respondents represent 31,255,168 acres with tribal reservation coverage of 54.7%. Total forest area is 18,637,903 acres and survey respondents represent 12,929,237 acres with tribal forest coverage of 69.4%. The total commercial forest area of the tribes is 9,769,444 acres and survey respondents represent 6,540,013 acres, with tribal commercial forest coverage of 66.9%. Response rate for ITC member tribes was 62.3% (38 of 61 members responded)

*Survey Response: various metrics

AK 2

Forestland Surveys Processing Facility Surveys

*Location of respondents

*Comparative interest in the three potential tribal marketing programs

Branding Results

Interest in a Tribal Branding Program 40% 36%

36%

Somewhat

Very Interested

35%

Percentage of Respondents .

30% 25% 20%

20% 15% 10% 6% 5%

2%

0% Not Interested

Not Very

At All

Interested

Neutral

Interested

Interest in participating in a tribal branding program Center for International Trade in Forest Products

Attributes for a Branding Program

Respondent ranking of tribal values in forming the foundation of a tribal forest products brand Center for International Trade in Forest Products

Attributes for a Branding Program Tribal interest in supporting economic development

West

High quality wood

South Midwest Spiritual/Cultural

Northeast

respect for the land

Traditional forest stewardship

1

2

3 4 Importance .

5

6

Respondent ranking of attributes varied substantially by region Center for International Trade in Forest Products

Attributes for a Branding Program Tribal interest in supporting economic development

High quality wood

Spiritual/Cultural respect for the land

Traditional forest stewardship

1 < 10,000 acres

2

3 4 Importance .

10,000 to 100,000 acres

5

6

> 100,000 acres

Respondent ranking of attributes were quite consistent by size of forest area

Center for International Trade in Forest Products

Suggestions for tribal forest product brand (some examples)

Tribal Certification Results

Interest in a Tribal Certification Program 35%

32%

Percentage of Respondents .

30%

30%

30%

Somewhat

Very Interested

25%

20%

15%

10%

5%

4%

4%

Not Interested

Not Very

At All

Interested

0% Neutral

Interested

Interest in participating in a tribal forest certification program Center for International Trade in Forest Products

In the process

Northeast

Midwest

South

West

Considering forest certification

Aware but never considered

Not Aware

0%

10%

20%

30%

40%

50%

60%

Percentage of Respondents .

Tribal plans for forest certification, by region

70%

80%

Usefulness of Forest Certification 35% 29%

Percentage of Respondents .

30%

25%

27% 22%

20% 13%

15% 9%

10%

5% 0%

0% I don't know

Not At All Useful

Not Useful

Neutral

Somewhat

Very Useful

Useful

Tribal perceptions of the usefulness of forest certification Center for International Trade in Forest Products

Perceptions of Price Premiums 50% 45%

45%

Percentage of Respondents .

40% 35% 30%

30% 25%

21%

20% 15% 10% 5%

2%

2%

Small price

Substantial price

High price

premium

premium

premium

0% Don't know

No price premium

Forest managers perceptions of price premiums for certified wood Center for International Trade in Forest Products

• • • •

Respondents presented a mixture of experiences and expectations with many (especially in the South) indicating little knowledge of certification options. Better understanding of the costs and benefits of certification for aiding sales into emerging “green building” markets could benefit Native forest products marketing programs. Despite regional differences, the tribal branding program is generally preferred by the tribes over other options across the country. Development of a tribal brand will require a long-term commitment of resources (both financial and human) to create, promote, and maintain an effective branding program. • The branding campaign will emphasize the tribal values identified in the research

*Summary Results

The survey results also suggest that a large number of tribes are interested in learning how to access international markets to provide a measure of protection against downturns in the domestic markets and/or to receive higher prices for their forest products. While domestic market remains in recession, US exports of wood in products increased by 29.6% in 2010 Given the interest by the Obama administration in increasing US exports by 50% by 2015, how might Native American tribes take advantage of this effort to increase their international marketing capacity and expertise?

*Summary Results

Then we talked to the tribes

Tribal Branding Program First Things First 1) Do the tribes want to proceed with the development of a tribal brand for forest products? 2) Do the tribes want to proceed with a cooperative marketing program? 3) Do the tribes want to proceed with a tribal certification program?

Center for International Trade in Forest Products

Tribal Branding Program Strategic Issues 1) Scope of a tribal brand • national vs. regional vs. enterprise specific • solid wood products vs. generic forest products (incl. NTFP’s) 2) Brand Development (who takes the lead in the development of a tribal brand and quality standards?) • ITC • tribal forest products brand council • outside consulting firm 3) How would a branding program be funded? • start up funding • programmatic funding 4) Which tribal enterprises wish to participate?

Center for International Trade in Forest Products

Initiatives taken by CINTRAFOR

* Additional research has been designed to assist tribes

explore higher value international market opportunities in an effort to increase revenue flows to support their traditional forest management practices.

* An opportunity exists to couple market research with augment of tribal expertise.

* A strategic partnership between the School of Forest

Resources (UW SFR), the Center for International Trade in Forest Products (CINTRAFOR) and the Forestry Department of the Salish-Kootenai College (SKC) has been launched to recruit qualified Native American undergraduate students into the international marketing Master’s degree program at the UW SFR.

Project funded by US Department of Commerce: Developing the International Forest Products Marketing Capacity of Native American Tribes (Eastin and Ganguly) 1. assessing the technical and marketing capabilities of tribal forest operations 2. identifying potential niche markets where tribal forest products would be competitive 3. providing workshops on export topics such as international marketing, export logistics and export financing, 4. working with tribal cooperators to develop strategic business plans for export markets, 5. linking tribal managers with potential customers in international markets through trade missions Center for International Trade in Forest Products

Project funded by USDA-CSREES – NNF program: National Needs Fellowship for Tribal Students (Eastin and Ganguly) 1. Develop strategic partnership with Native American colleges. 2. This program will identify qualified students from tribal communities and train them in forest products marketing to transfer the necessary technical and forestry business skills into Native American communities.

Center for International Trade in Forest Products

Thank you