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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 ........................................................................................................ 11
MEDIA SUPPORT (SOCIAL COMMUNICATION) ............................................... 13
ACTIVITIES CARRIED OUT ...................................................................................... 13
PRESS RELEASES ................................................................................................. 20
APPENDICES ....................................................................................................... 41
FLOOR PLAN OF THE TRADE FAIR............................................................................ 41
LIST OF EXHIBITORS .............................................................................................. 42
SURVEY DATA..................................................................................................... 46
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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 exhibitors1 and received 6.125 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 38.
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.
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: 6.125
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.
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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);
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- Moderator: Fabiana Toyama, Brazilian Council for Forest Management (FSCBrazil).
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.
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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:
Organizing Committee:
Imaflora: André de Freitas
Luís Fernando Guedes Pinto
FSC-Brazil: Ana Yang
Imazon: Adalberto Veríssimo
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.
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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- www.bancoreal.com.br
BASA - www.basa.com.br
Orsa Group - www.grupoorsa.com.br
Masisa – www.masisa.com.br
Minister for the Environment – www.mma.gov.br
Natura Cosmetics– www.natura.net
Suzano Papel e Celulose – www.suzano.com.br
Tok Stok Furniture Company – www.tokstok.com.br
Supporters
EcoLeo - www.ecoleo.com.br
USAID (United States Agency for International Development.) - www.usaid.gov
ICCO (Interchurch Organisation for Development Co-operation) - www.icco.nl
Novib - www.oxfamnovib.nl
Ford – www.fordfound.org
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General Analysis
Positive Aspects
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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;
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Determination of the organizers in promoting the event and making it viable;
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Diversity of enterprises and products, thus ensuring representation of the various
components of the forest production chain;
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Effective participation of exhibiting companies, which invested in the trade fair and
helped by promoting the event to their target audiences;
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Partnership with other NGOs in promoting the trade fair;
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Infrastructure and venue: the convention center chosen for this second edition met
organizers’ expectations and pleased visitors;
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Duration of the trade fair;
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Presence of Minister Marina Silva and other relevant personalities and
representatives of the forest sector;
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Satellite events contributed to the success of the trade fair, making it an excellent
place for establishing commercial contacts and holding business meetings;
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Market forums discussed challenges and new developments in forest certification
in various sectors;
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Media coverage;
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Quality of visiting participants, national and international, with results of commercial
contacts above expectations;
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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!!;
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Electronic registration of participants;
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Quality of final promotional materials.
Aspects that need improvement
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Partnerships for promoting the trade fair at the international level;
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Trade fair lay-out (arrangement of exhibition booths);
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Invitation to international buyers groups;
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Greater participation of exhibitors from Latin America.
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Promotion
NATIONAL
COLOR CODE
ST
Promotion 1 phase – exhibitors
nd
Promotion 2 phase - visitors
Permanent promotion – exhibitors and visitors
ACTIVITIES
Mar/
05
Apr/
05
May/ June/ July/ Aug/ Sept/ Oct/
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Nov/
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Dec/
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Jan/ Feb/
06
06
Distribution of Mailings and Stickers (exhibitors and supporters)
Distribution of materials at Feicom/Brazilian Furniture Trade Fair /
Fimma and China Trade Fair
Bulk E-mail mkt 01 – Launching of the trade fair
Bulk E-mail mkt 02 – First sponsors confirmed
Proposals for sponsorship
Portuguese and English sales’ catalogue
Bulk E-mail mkt 03 – targeting exhibitors
Bulk E-mail mkt 04 - targeting exhibitors
Bulk E-mail 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 e-mails sent out by Imaflora
Bulk E-mail 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
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Mar/
06
Apr/
06
INTERNATIONAL
COLOR CODE
ST
Promotion 1 phase – exhibitors
nd
Promotion 2 phase - visitors
Permanent promotion – exhibitors and visitors
ACTIVITIES
Mar/
05
Apr/
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May/
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June/ July/
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Aug/
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Sept/
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Oct/
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Nov/
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Dec/
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Jan/
06
Feb/
06
Bulk E-mail mkt 01 targeting LA certified companies
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 E-mail 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 E-mail mkt 03 - Invitation to certified companies
from abroad
Mailings to certified companies abroad
Sales’ catalogue sent to FSC and certified
companies in LA
Bulk E-mail 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
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Mar/
06
Apr/
06
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, 2006. 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 21st 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:
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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:
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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)
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Revista El Mueble y La Madera - M&M (Wood and Furniture, journal of the wood
and furniture sector, Colombia)
Newspapers
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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)
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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
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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
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Jovem Pan – Minister Marina Silva participates in event in São Paulo (04/18);
Band News – Certified Products Trade Fair (04/07).
Sites – General
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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
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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)
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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
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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)
www.brasilcertificado.com.br
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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 LatinoAmericana 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)
www.brasilcertificado.com.br
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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
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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
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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
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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)
www.brasilcertificado.com.br
18
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Universidade do Estado do Rio de Janeiro (Rio de Janeiro State University)
Other Related Subjects
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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)
www.brasilcertificado.com.br
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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 18
– 20. 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 (www.brasilcertificado.com.br).
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.
www.brasilcertificado.com.br
20
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 44.64 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 2004.
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)
www.brasilcertificado.com.br
21
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
www.brasilcertificado.com.br
22
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
2006. 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 (www.brasilcertificado.com.br).
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
www.brasilcertificado.com.br
23
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 2004. 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
www.brasilcertificado.com.br
24
of the exhibit History of the Ecological Design and Forest Certification, to be held April 1820, from PM to 9 PM at Frei Caneca Convention Center. This exhibit is part of the II
Certified Brazil Trade Fair, which will bring together producers and buyers of forest
products and raw materials produced in a sustainable way.
The objective of this exhibit, whose curators are designers Nagib Orro and Paula Dib, is to
take the visitor through the various phases of development of design in recent times until
today, when furniture pieces and interior decoration objects are able to receive the label of
the Forest Stewardship Council (FSC), the green label with highest credibility in
international markets. “We will follow a timeline will to mark the measures and
conferences focusing human and physical environments, since the concept of sustainable
development was created until the present days. This timeline will present the evolution of
the universal thoughts, while we show objects of designers that became influenced by
those thoughts and come up with a work that respects nature”, explains Paula.
The pieces select for this exhibit give a general idea of the evolution of design, showing
the various possibilities of ecological design applied to various areas of human activities.
These pieces include furniture, lamps, jewelry and many others, created by renewed
designers such as Zanini Caldas, Maurício Azeredo, Carlos Motta, André Marx, Pedro
Petry, Nildo Campolongo, Maria Lúcia Barbosa, Baba Vacaro, Jualiana Lussá, Lars,
Fabíola Bergamo, Nagib Orro, Christian Ullmman, Renata Mendes, Paula Dib, Emile
Badran, Ivo Pons, N´o Desing, Virgínia Morais, Domingos Tótora, Alberto Pretel, Lara
Mantana, and Lina Bo Bardi. Toys from the Orsa Foundation and a piece from Tok Stok
furniture manufacturer, which is the exhibit’s sponsor, will also be shown.
In addition, a series of photos and posters, based on the book Brasil Certificado (Certified
Brazil) published by Imaflora in 2005, will tell the history of forest certification in Brazil.
Visitors will be able to learn about the FSC label, what it is, how it was established and
what are its benefits.
Brazil Certified Trade Fair
Participants of the II Certified Brazil Trade Fair will include saw mills, pulp and paper
industries, wood based panels, furniture manufacturers, non-timber forest products (foods,
cosmetics, oils, fragrances etc.), designers, artisans and community producers. They
share a good asset - all of them have received the FSC label that ensures that their
products came 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 Market Forum that will discuss
challenges and opportunities for FSC-certified products. Attendance will be limited to
those previously registered through the Internet (www.brasilcertificado.com.br).
History of Ecological Design and Forest Certification Exhibit
II Brazil Certified Trade Fair
April 18 – 20, 2006
www.brasilcertificado.com.br
25
From 1 PM to 9 PM
Frei Caneca Convention Center
Rua Frei Caneca, 569
São Paulo – SP
Free Admission
Faber-Castell is present at the II Brazil Certified Trade Fair
The largest manufacturer of wooden pencils in the world, and historically committed to the
protection of the environment, Faber-Castell could not stay out of the II Certified Brazil
Trade Fair. This event is the result of a partnership among the Brazilian Council for Forest
Management – FSC-Brazil, Imaflora and Imazon. It will take place at the Frei Caneca
Convention Center, São Paulo, from 1 PM to 9 PM, April 18 – 20. In its second edition,
this trade fair, in addition to Brazilian exhibitors, will be expanded to also include the
participation of producers from other Latin American countries, thus being referred to as
the I Latin American Fair of FSC-Certified Products.
The only company in its sector to hold an FSC (Forest Stewardship Council) certification,
in this trade fair Faber-Castell will have special booth with 24 square meters, where it will
show products made from certified materials in the areas of cosmetics and corporate
souvenirs, basically different kinds of pencils. The company sees this trade fair as an
excellent opportunity to present their projects and generate new business.
Large Brazilian and foreign companies use Faber-Castell products of its cosmetics and
corporate souvenir lines because they recognize the company’s product quality and social
environmental responsibility. Faber-Castell has solid social environmental policies that are
recognized nationally and internationally.
Besides the FSC label, the company has also received ISO 14000 certification, which
indicates the success of Faber-Castell in joining the quality and productivity of its
operations to the responsible care for the environment.
All wood used today by Faber-Castell comes from plantations and its manufacturing
processes are based on the multiple use of the forest raw materials (pencils, energy,
particleboard, bedding for chicken farm, nursery, landscape etc.) In addition, the company
maintains total integration with the environment and local communities through its social
environmental programs: Animalis, Arboris and ECOmunidade, besides monitoring water
resources and soils.
Faber-Castell SAC: 0800-7017068 Site: www.faber-castell.com.br
II Certified Brazil Trade Fair - Faber-Castell, Booth 35, Frei Caneca Convention Center Rua Frei Caneca, 569 - April 18 – 20, from 1 PM to 9 PM
Trade Fair shows specialty products with sustainable ecodesign
Eco Group is present at the II Certified Brazil Trade Fair, showing products that combine
certified wood and ceramic pieces from traditional communities
www.brasilcertificado.com.br
26
A pioneer in corporate gifts and souvenirs made with certified wood, the Eco Group is
present at the II Certified Brazil Trade Fair, showing its new line of eco-social products
offered to corporations and export companies. Products are made with Amazon woods with
the FSC label, from plantations or forest management operations, with an exclusive and
modern design that capitalizes on Brazilian art, culture and biodiversity.
Eco Group products follow a concept of sustainable ecodesign, by combining objects made
with certified wood with decorative and useful pieces of Marajoara ceramics, from Pará
State, and from Serra da Capivara, Piauí State. They include vases, mugs, cups, dip
dishes, marmalade dishes, and fragrance containers made by artisan communities with
hundred year-old stories and legends that reflect the local culture and lifestyle. In addition
to the two main materials, wood and clay, forest seeds and residues are also used to make
the products.
All pieces come from socio environmental projects also developed by Eco Group, which
provides training and capacity building to communities by means of improving and
optimizing production processes, design, quality of the products and their packaging, in
order to render them more adequate and attractive for marketing. Commercialization of
these products contributes directly to generating jobs and income to all people involved.
During the event, which will be held April 18 – 20, from 1 PM to 9 PM, at the Frei Caneca
Convention Center, the Eco Group will present its line of products for export, which will
hopefully contribute to an Amazon Region that is viable and sustainable. This concept is
based on the publicity, promotion and commercialization of certified products from
community projects, with a strong social and ecological appeal, which are the artistic and
cultural manifestations of traditional forest peoples. “The project related to exports intends
to also show that the sustainable use of the Amazon forests is economically more
interesting than predatory exploitation. In other words, we have to prove that the forest is
more valuable if we keep the trees than if cut them down”, explains Davis de Luna Tenório,
president of the group.
The company has developed a complete line of utensils and decorative objects, such as
trays, suplats??, vases, and cutting boards that combine high product quality and fine
design with responsible environmental management.
Moreover, Eco Group will present creative solutions for corporate gifts and souvenirs to be
used in marketing and promotional campaigns that follow the concepts of corporate and
social responsibility, besides contributing to the enhancement and preservation of the
Brazilian biodiversity. The products to be shown at the trade fair include objects such as
pen holders, tea bag boxes, picture frames, key chains, tie racks, note paper holders,
desktop pads, and also the first agenda with a cover made of certified wood.
Enterprise creates personal accessories and objects for interior decoration
combining crochet and certified wood
After studying and working in São Paulo for quite some time and after a two-and-a-half
year trip abroad (living in New Zealand, Australia, England and Spain), ad man Wender
Lemos Martins, 29, returned to Brazil with the idea of setting up his own export business.
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27
When he came across the crochet work made by Uruguayan Ivone Cáceres and the
artisan work of Wagner Andrade, known as Patropi, from São Paulo, with metal,
semiprecious stones and wood, he decided to bring the two together and combine crochet
and wood to make high quality products.
In order to bring his project to life, Martins went back to his birthplace and established his
own company, Amazon Hands, in Palmas, capital of Tocantins state, taking along the two
artisans. This happened last year and during six months, they worked on product
development and bought manufacturing equipment.
Their concern in producing something of high quality and of sophisticated design – “people
are impressed by the quality of the lining attached to the wood without showing any
seams”, explains the entrepreneur – was passed on to the environmental aspects of the
project. “When we started to develop our products, we used to buy the wood from regular
suppliers but we didn’t know whether the wood had been produced by legal or illegal
operations. As we were focusing mainly on export markets, we had to ensure that the
origin of the wood was legal; we couldn’t afford running any risk on this”, explains Martins.
As he was searching for a certification system with international acceptance, Martins came
across the Institute for Forest and Agriculture Management and Certification (Imaflora)
and, through Imaflora, he learned about the FSC label. “Our company was born certified,
as in the same week that we received our state taxpayer identification number, in
December 2005, we received the first shipment of FSC-certified wood from Cikel, who also
helped us to select the types of wood that were more adequate to our products. Since last
month we also have the FSC chain of custody certification that attests to the origin of the
wood we use”, explains Martins again.
As it is the case with all manufacturers that utilize certified Amazon native woods, Amazon
Hands use many types of woods, not only those traditionally accepted by the trade. This
brings more diversity to its production, based on woods such as tabajuba, pau-amarelo,
jatobá, piquiá, roxinho, ipê, muiracatiara, angelim-pedra and sucupira-preta. These woods
are combined with crochet work in articles such as handbags, necessaries, toiletry cases,
suplats??, table runners, light fixtures, lamps and lamp shades, and many others.
With samples already sold to the United States, Saudi Arabia and Israel, Martins is looking
forward to his participation at the II Certified Brazil Trade Fair, which will take place at the
Frei Caneca Convention Center, São Paulo, April 18 -20, in order to bring more visibility to
his products and open new markets. “Our costs are high, since our articles are made by
hand, with socio environmental responsibility, not only with respect to wood certification,
but also with the work rights of our 15 artisans. This does not mean that we are not
interested in the Brazilian market. We hope to close business deals with order of more
than 5 thousand pieces per month”, says the entrepreneur.
Market Forum 2006 presents opportunities for sustainable business
The objective of the Market Forum 2006 is to show to corporate consumers that they can
include socio environmental responsibility in their business by specifying responsible
purchasing of forest products. This forum of discussions will take place as a satellite event
of the II Certified Brazil Trade Fair and of the I Latin American Fair of FSC-Certified
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Products, which will take place at the Frei Caneca Convention Center, São Paulo, April 18
- 20. These events are a joint effort of three organizations: Institute for Forest and
Agriculture Management and Certification (Imaflora), Brazilian Council for Forest
Management (FSC-Brazil), and Institute for Man and the Environment of the Amazon
Region (Imazon). They point out solutions that are already available in the market,
demonstrating that the option for products of sustainable origin is no longer a task of
idealistic pioneers, who need to carry out lengthy research work and depend on expensive
and complicated logistics.
We want to show corporate consumers that certification is not a distant and inaccessible
concept, but that it is already part of the daily life of large companies, who have already
included in their responsible purchasing policies the specification for certified products
when they buy paper, corporate souvenirs and furniture. In addition to final products like
these, certified material is also used as building components, such as the certified wood
that went into the construction of Gênesis II development, of Takaoka Group. In these
market forums, companies will describe their practical experiences on how the FSC
certification was included in their corporate strategies, and the reasons that led them to
bank on this marketing tool, says Ana Yang, direct of the Brazilian Council for Forest
Management (FSC-Brazil) and one of the organizers of the event.
The program for the Market Forum 2006 is geared to meet the demand of different sectors
that are large consumers of forest raw materials, such as the paper industry, the furniture
sector and the building construction sector, the largest consumer of Amazon woods in the
country. Participation in the Market Forum is free of charge but, due to limited space,
those
who
make
registration
before
the
event
through
the
Internet
(www.brasilcertificado.com.br) will have priority.
The fact that a market forum is being organized as a satellite event to the trade fair gives
the possibility to participants to verify the application of the concepts presented in the
discussions in actual life, by exchanging ideas with exhibitors and with the organizers of
the exhibit on the History of Ecological Design and Forest Certification.
Program
April/18, Tuesday
1 PM – 3 PM: Opening
2 PM: FSC-certified corporate souvenirs, by Fernando Crivelenti, Studio Vero founder
3:30 PM – 6 PM: Responsible wood purchasing (corporate and governmental)
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)
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Exhibit brings 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
of the exhibit History of the Ecological Design and Forest Certification, to be held April 1820, from PM to 9 PM at Frei Caneca Convention Center. This exhibit is part of the II
Certified Brazil Trade Fair, which will bring together producers and buyers of forest
products and raw materials produced in a sustainable way
The objective of this exhibit, whose curators are designers Nagib Orro and Paula Dib, is to
take the visitor through the various phases of development of design in recent times until
today, when furniture pieces and interior decoration objects are able to receive the label of
the Forest Stewardship Council (FSC), the green label with highest credibility in
international markets. “We will follow a timeline will mark the measures and conferences
focusing human and physical environments, since the concept of sustainable development
was created until the present days. This timeline will present the evolution of the universal
thoughts, while we show objects of designers that became influenced by those thoughts
and come up with a work that respects nature”, explains Paula.
The pieces select for this exhibit give a general idea of the evolution of design, showing
the various possibilities of ecological design applied to various areas of human activities.
These pieces include furniture, lamps, jewelry and many others, created by renewed
designers such as Zanini Caldas, Maurício Azeredo, Carlos Motta, André Marx, Pedro
Petry, Nildo Campolongo, Maria Lúcia Barbosa, Baba Vacaro, Jualiana Lussá, Lars,
Fabíola Bergamo, Nagib Orro, Christian Ullmman, Renata Mendes, Paula Dib, Emile
Badran, Ivo Pons, N´o Desing (Design??), Virgínia Morais, Domingos Tótora, Alberto
Pretel, Lara Mantana, and Lina Bo Bardi. Toys from the Orsa Foundation and one piece
of Tok Stok furniture manufacturer, which is the exhibit’s sponsor, will also be shown.
In addition, a series of photos and posters, based on the book Brasil Certificado (Certified
Brazil) published by Imaflora in 2005, will tell the history of forest certification in Brazil.
Visitors will be able to learn about the FSC label, what it is, how it was established and
what are its benefits.
Brazil Certified Trade Fair
Participants of the II Certified Brazil Trade Fair will include saw mills, pulp and paper
industries, wood based panels, furniture manufacturers, non-timber forest products (foods,
cosmetics, oils, fragrances etc.), designers, artisans and community producers. They
share a good asset - all of them have received the FSC label that ensures that their
products came 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 Market Forum that will discuss
challenges and opportunities for FSC-certified products. Attendance will be limited to
those previously registered through the Internet (www.brasilcertificado.com.br).
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History of Ecological Design and Forest Certification Exhibit
II Brazil Certified 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
www.brasilcertificado.com.br
Governor of Acre visits II Brazil Certified Trade Fair this Thursday
This coming Thursday (04/20), on the last day of the II Certified Brazil Trade Fair, Mr.
Jorge Viana, the Governor of the State of Acre, will visit the fair after 5 PM. Author of the
expression "florestania", created to defend his government focused on the rights of people
that live in the forests, Viana shall announce at the exhibition booth of his state, at 6 PM,
the FSC-certification of two new forest operations in Acre: Equator Community, which is
part of the Cooperfloresta (Community Forest Producers Cooperative), and Antimary State
Forest, with 66,346 hectares, in the municipalities of Bujari and Sena Madureira, at the
border with the Amazon state.
Established only eight months ago, Cooperfloresta, consisting of eight communities and 68
families, is participating in the Brazil Certified Trade Fair and has already signed two
contracts for partnership during this event: the first one with Iiba Forest Products, a design
and carpentry shop enterprise established in the capital city, Rio Branco, and the second
with Brasilianfaces, an exporter and commercial representative. Cooperfloresta will supply
Iiba with certified wood and, in turn, receive technology transfer for the production of small
wooden objects.
According to Ricardo da Silveira Carvalho, Cooperfloresta’s superintendent, Brasiianfaces
will represent them in foreign markets. “The idea is to look for clients that are willing to pay
a little more for our wood that, in addition to being certified, comes from community
production. We want to find a market niche that is able to understand that our costs are
higher than those of large lumber companies, since we harvest a smaller volume of wood
per hectare”, he explains.
Participants of the II Certified Brazil Trade Fair and of the I Latin American Fair of FSCCertified Products will include producers and buyers of forest products and raw materials
produced in a sustainable was: saw mills, pulp and paper industries, wood based panels,
furniture manufacturers, non-timber forest products (foods, cosmetics, oils, fragrances
etc.), designers, artisans and community producers. They share a good asset - all of them
have received the Forest Stewardship Council (FSC) label, the forest certification system
with the highest degree of credibility in international markets. This label ensures that their
products came from operations that are environmentally adequate, socially fair, and
economically viable.
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31
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 an exhibit on design with certified
products.
Program for Thursday (04/20)
2 PM - 4:30 PM: Certified furniture and corporate souvenirs (room 1) - Juliana Llussá,
(Llussá Marcenaria), Fernando Crivelenti (Studio Vero), Guido Otte (Butzke), Wandréia
Baitz (Imazon)
2 PM - 4:30 PM: Sustainable Architecture and Building Construction (room 2) Marcelo Takaoka (Grupo Takaoka), Terry Campbell (Forest Products Solution consultant, FSC US), Fabiana Toyama (FSC-Brazil)
Marina Silva opens II Brazil Certified Trade Fair
Event in São Paulo will show, during three days, forest products with FSC label that are
available in Brazil
The II Certified Brazil Trade Fair was opened this afternoon (04/18) at the Frei Caneca
Convention Center, São Paulo, by Marina Silva, Brazilian Minister for the Environment,
who celebrated the improvements observed in the forest sector since the first edition of the
Trade Fair, in 2004. For the Minister, the fight against illegal wood, the increase in the
planted area (from 300 million hectares to about 550 million hectares), and the approval of
legislation dealing with Management of Public Forests are relevant milestones of the joint
work carried out by government, productive sector and civil society.
In the period April 18 – 20, this event brings together producers and buyers of forest
products and raw materials produced in compliance with the requirements of the Forest
Stewardship Council (FSC) label, the forest certification system of highest international
credibility. These are products whose sustainability is ensured by their environmentally
adequate, socially fair and economically viable origin.
Luís Fernando Guedes Pinto, executive-secretary of the Institute for Forest and Agriculture
Management and Certification (Imaflora), one of the organizers of the Certified Brazil
Trade Fair, stressed its role in the promotion of business for sustainable forest products,
as well as in making the general public aware of the FSC label. “The greatest
achievement of this edition of the Trade Fair in relation to the first one is the increase in
the number of visitors and in the diversity of available products. We have here various
production chains of the forest sector, from logs up to final products, and also certified
operations of all sizes, from large corporations to small rural communities” he said.
During the opening ceremony, Mr. Mâncio Lima Cordeiro, president of the Banco da
Amazônia (Basa), and Mr. Sérgio Amoroso, president of the Orsa Group, signed an
agreement for financing projects for the certification of management of Orsa natural
forests, in the Jari river basin, between the states of Pará and Amapá, that will benefit
about 4 thousand families and 98 communities.
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The opening ceremony was attended also by Mr. Eduardo Jorge, Secretary for the
Environment and Green Areas of the city of São Paulo, Mr. Chris Van der Goot, member
of the Board of FSC International, Miss Ana Yang, and Mr. Adalberto Veríssimo,
researcher from the Institute for Man and the Environment of the Amazon Region
(Imazon). The ceremony also installed the satellite event Market Forum 2006, whose
objective is to show corporate consumers the various market options available to those
interested in practicing socio environmental responsibility.
During the three days that it will be open, the trade fair is expected to receive about 5
thousand visitors and 750 of them shall take part in the discussions of the market forums.
Representatives of 13 countries, besides Brazil, have already registered for the event:
Bolivia, Canada, France, Germany, The Netherlands, Nigeria, Panama, Paraguay, Peru,
United Kingdom, USA, Uruguay, and Vietnam.
The themes to be discussed on the first day of the Market Forum are: Responsible Wood
Purchasing and Markets for Certified Products. For the next days, April 19 and 20, the
program is the following:
April 19, Wednesday
2 PM - 4:30 PM: The pulp and paper industry (room 1) - César Mendes (Suzano), Nelson
Vido (Geográfica), Lineu Siqueira Jr. (Imaflora)
2 PM – 4:30 PM: Products available from the forest - beyond timber (room 2) – ICCO
representatives, Sérgio C. Gonçalves (ABIHPEC), Janice Casara (Natura) e Patrícia
Shanley (CIFOR)
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) - Juliana Llussá
(Llussá Carpentry Shop), Fernando Crivelenti (Studio Vero), Guido Otte (Butzke),
Wandréa Baitz (Imazon)
2 PM - 4:30 PM: Sustainable Architecture and Building Construction (room 2) - Marcelo
Takaoka (Takaoka Group), Terry Campbell (Forest Products Solution, consultant
FSC/US), Fabiana Toyama (FSC Brazil)
Real Bank presents credit line for forest certification
Consistent with its financing policy for socio environmental projects, that have more
favorable interest rates and terms of payment, Real ABN AMRO Bank will be one of the
participants of the II Certified Brazil Trade Fair, to be held in the period April 18 – 20, from
1 PM to 9 PM, at the Frei Caneca Convention Center, São Paulo. “The highlight of our
exhibit booth will be our credit line for financing forest certification projects”, explains
Carlos Nomoto, superintendent of the Sustainable Development and Education
department of the bank.
The participation of a financial institution in FSC-certified forest products event can be
justified, according to Nomoto, because it is the only event of certified products in the
country that is also geared to the retail sector. “Bringing together a wide range of
producers, from large paper industries to community producers, the trade fair expands the
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33
awareness of corporations and consumers about the benefits related to the sale and
purchase of products that take into account the sustainable management of the forest”, he
states.
The second reason, according to the superintendent, is that this wide range of exhibitors
and visitors open opportunities for the dissemination and materialization of sustainable
business, thus contributing to the expansion of markets for certified products. “We support
this initiative and also participate as promoters of these markets when we offer credit lines
to finance certification.” The Real Bank hopes also to strengthen existing relations and to
create new ones with clients that take into account social, environmental and economic
aspects together in their business decisions.
In addition to offering specific credit lines to the market of certified forest products, the
Bank encourages its suppliers to improve their processes by adopting the certification of
their chains of custody. However, for Nomoto, the challenge is to expand this awareness
among consumers, those who decide what to buy or not to buy. “We can choose between
buying a product coming from good forest management or not. We must demonstrate the
benefits and the need to make personal and corporate decisions that promote sustainable
development. That little label, be it FSC or from any other credible entity, must be taken
into consideration every time consumers and corporations buy forest products. Events
such as this Certified Brazil Trade Fair, which is part of a strategy coordinated by different
organizations, are making an effective contribution to a better understanding of forest
certification.”
Recycled Paper
Among the successful initiatives of ABN AMRO Bank in the area of socio environmental
sustainability is the decision to make exclusive use of recycled paper in all corporate
activities. This initiative led to the establishment of an important partnership among Real
Bank, the NGO Ecofuturo Institute, and the Suzano Paper and Pulp Company, with the
objective of developing a kind of recycled paper that could comply with all technical
requirements of printing shops that supply the bank and of also individual printer users,
which could be in line with the sustainability concepts adopted by the bank. This
partnership brought good results to all parties. On one hand, the bank would benefit from
the advantages of using recycled paper in all its activities and would be responsible for its
wide dissemination in all applications that previously required virgin paper. On the other
hand, Suzano Company would benefit not only from the large volumes involved
(production and commercialization scale) required by Banco Real, but also from the
promotion and advertising of the availability of such paper to the entire market.
This partnership led to the development of a kind of paper with ecological and innovative
characteristics: use of recycled raw material and a production process that is less
aggressive to the environment than the conventional process (chemical treatment without
using chlorine, which results in paper of darker color). This project took two years (2002 to
2004) to finish and involved aspects of the entire value chain: adaptation of the production
processes (since this is an innovative product in the market), technical adaptation of the
recycled paper to fit conventional printers, and change of paradigm on the part of users, in
addition to the organization of paper collection by means of cooperatives of paper
gatherers.
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EcoLeo supports event on sustainable use of forest resources
Leo Madeiras’ Division is the first retailer in Latin America to offer certified wood
São Paulo, April, 2006 - EcoLeo company (www.ecoleo.com.br), the first retailer to sell
certified wood in Latin America, is one of supporters and participants of the II Certified
Brazil Trade Fair, which will be held at the Frei Caneca Convention Center, from 1 PM to 9
PM, April 18 - 20. This event will promote the integration between producers and buyers
and will allow consumers to learn about certification and how a forest operation can use its
forest resources in a sustainable and responsible way.
EcoLeo, trade mark of Leo Madeiras (www.leomadeiras.com.br), will occupy a prominent
space in the trade fair, with an exhibition booth of 50 square meters that will show its
complete line of ecological products. “Our clients are quite satisfied with the expansion of
this line, and a trade fair such as this, bringing together many certified forest companies, is
a clear demonstration that the struggle for the sustainability of natural resources has been
consolidating with long-lasting and practical actions”, states Karla Aharonian, EcoLeo’s
manager.
In addition to well known panel products, such as MDF, plywood and particleboard,
EcoLeo will show other types of products of its ecological line, like sawn wood from
various species (muiracatiara, sucupira, roxinho, piquiá, cumaru, catuaba etc.). Edgeglued panels (EGP) produced from plantation wood, namely teak, pine, and eucalypt will
also be shown”, adds Karla.
All companies participating in this trade fair have a common asset: they have received the
Forest Stewardship Council (FSC) label, the ecolabel with highest international credibility.
“This label attests to the company’s responsibility and commitment to work only with
products coming from forest operations that are controlled and managed in a sustainable
and beneficial way”, she explains.
The process to obtain this label, known as chain of custody, is quite complex: companies
of all levels of trade of a given forest sector must have a certificate that ensures that the
operation is legal, responsible, adequate, and that it allows for forest regeneration. “It is a
challenge to become a certified company, but the positive results in terms of market
access are undeniable. Just to give an idea how this market is expanding, since 2004
forest areas certified by FSC increased more than 70%”, states Karla.
EcoLeo is part of this chain of custody. The company was the first in the country to assist
in creating this market niche and to encourage practices that are environmentally
adequate and socially beneficial. Just as an example of how this awareness is being
spread, EcoLeo’s sales increased 100% in 2005. Products of its ecological line,
established by the EcoLeo project that involved initial investments of about one million
reais, can be found in the main store located in the Pinheiros region, city of São Paulo,
and in all stores of the Leo Madeiras chain.
Certified Brazil Trade Fair is a great opportunity for consumers to find out which
companies follow the sustainable management model. This event is an initiative of the
Institute for Forest and Agriculture Management and Certification (Imaflora), in partnership
with FSC-Brazil and the Institute for Man and the Environment of the Amazon Region
(Imazon). The first edition of the trade fair, organized in 2004, received just about 5,000
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35
visitors. “In Brazil alone, the number of certified forests increased from 34 to 65”,
celebrates Karla.
About EcoLeo
On the eve of celebrating its third year of activity, EcoLeo wants to increase the share of
its business in Leo Madeiras sales for 2006. In 2005 the company had a sales increase of
100%.
EcoLeo has expanded its line of ecological products as a way to raise the awareness of
professionals of the carpentry trade. FSC-certified edge-glued panels (EGP) made with
eucalypt and teak are the shining stars of this line. The FSC eucalypt panel is an
exclusive export grade, solid wood piece that is ideal for making counter tops, shelves,
tables, paneling, trays, and decorative objects. On the other hand, the teak panel is
produced with narrow pieces obtained from plantation teak. In addition to these certified
products, EcoLeo sells other materials with ecological appeal, such as recycled roof tiles
and panels, and compressed coconut fiber.
EcoLeo is one of the successful cases described in the publication “Corporate
Commitment with the Environment – Corporate Environmental Agenda and Sustainability
of the Forest Economy”, edited by the Ethos Institute and winner of the Planeta Casa Award in
2004.
Orsa Group presents its partnerships at Brazil Certified Trade Fair
The Orsa Group, owner of the largest area of certified natural forests in Brazil, will be one
of the main participants of the II Certified Brazil Trade Fair (www.brasilcertificado.com.br)
which will be held at the Frei Caneca Convention Center, São Paulo, April 18 – 20.
Located in northern Pará, border with the state of Amapá, this area of 545 thousand
hectares is also the largest natural tropical forest in the world certified by FSC. In addition,
the Orsa Group has about 400 thousand hectares of certified eucalypt plantations, also in
Pará, mainly for supplying raw material for pulp production. These forests account for
approximately 80% of the company’s production; the remaining 20%, now undergoing
certification, consists of pine plantations in southern Brazil.
“For the Orsa Group, certification is not only a market tool but also a guarantee that the
entire forest operation of the company is in line with the Group’s principles, which are
based on three Ps: people, planet, and profit. No corporate activity makes any sense
without these principles”, declares Roberto Waack , president of Orsa Florestal, the
Group’s division for natural forests, and also the president of the Association of Certified
Producers of the Amazon Region.
The presence of the Orsa Group in the Certified Brazil Trade Fair has the objective of
demonstrating their commitment with sustainability, through concrete examples such as
the work carried out by the Orsa Foundation, the social arm of the Group. This foundation
supports projects that use forest raw materials to provide jobs and income to members of
local communities, in addition to showing products from Orsa Florestal forest management
and products from plantations, especially pulp.
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According to Waack, the Group will also bring to the trade fair some organizations that are
part of the Orsa business network, such as the Ybios Company, a joint venture established
a year-and-a-half ago with Natura Cosmetics and Centro Flora, a producer of natural
extractives, with the objective of carrying out research and development on non-timber
forest products. The Orsa Group exhibition booth will also show its partnership with Etel
Carmona, designer of exclusive, high-end furniture, who only works with certified wood.
“We believe that the concept of forest sustainability cannot be attained by isolated actions;
we need a network that includes a number of players: companies, universities, NGOs and
communities. That is what we want to show in the trade fair, complements Waack.
Forest Products Market evolves toward certification, says Masisa Executive
The trend is for certification to become almost mandatory in the forest products trade. The
increase in the area of FSC-certified forests in the world, from 40 million hectares in 2004
to 68 million hectares in 2006 proves this trend. This is the opinion of Adhemar Villela
Filho, forest director of Masisa do Brasil, a company that has fully invested in this direction,
with 100% of its forests in Brazil certified by FSC.
With its activities oriented towards this triple goal, management standards that take into
consideration social, environmental and economic aspects, Masisa is one of e sponsors of
the II Certified Brazil Trade Fair, which will take place at the Frei Caneca Convention
Center, São Paulo, April 18 – 20. The company will show the products of its Solid Wood
Division (moldings and door components) that have received chain of custody certification
and also those of its Panel Division (reconstituted panels), now undergoing certification.
“The objectives of the Certified Brazil Trade Fair are in line with the way Masisa conducts
its business and it will be an excellent opportunity to exchange ideas with other FSCcertified companies”, mentioned Villela. For him, the FSC label is a clear response of
forest companies to current issues of public opinion concern, such as global climate
change and social inclusion. “With respect to consumers, certification represents a
guarantee that the products they buy are made from raw materials originating from
sources that comply with those demands.”
Masisa do Brasil has a total of 13,118 hectares of certified planted forests, owned or
leased, distributed among 14 municipalities of the state of Parana. These forests supply
raw material to the Panel Division, located in Ponta Grossa (PR). There are additional
13,205 hectares that supply the Solid Wood Division, in Rio Negrinho, state of Santa
Catarina, also 100% FSC-certified. A subsidiary of the Nueva Group, Masisa has already
invested about 95 million reais in its forest program.
History of Masisa’s commitment to sustainability
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37
Founded by Swiss entrepreneur Stephan Schmidheiny, a pioneer in the defense of
sustainable development, the Nueva Group is a conglomerate formed by over 40
companies related to the building construction sector, operating in 17 countries of Latin
America under two parent companies: Amanco and Masisa. In every country they are
present these companies are fully committed to social responsibility and eco-efficiency.
Schmidheiny was the founder, in 1990, of the Worlds Business Council for Sustainable
Development (WBCSD), which congregates 165 large corporations from all over the world,
including Brazil. He also founded, in 1994, the Avina Foundation, with the objective of
establishing partnership with leaders of civil society and businessmen to support initiatives
geared to sustainable development in Latin American countries.
Studio Vero increases production of corporate souvenirs to industrial scale
In the market of corporate souvenirs and gifts for the last eight years, Studio Vero, a
Brazilian company that creates and manufactures its own products, two years ago
received FSC certification attesting to the use of certified wood in its products. The FSC
label is a plus in strengthening its market differential, firmly established already due to its
exclusive design based on functionality, style, and Brazilian culture. The result of this work
is present at the II Certified Brazil Trade Fair (www.brasilcertificado.com.br), to be held at
the Frei Caneca Convention Center, São Paulo, April 18 -20.
Betting on ecodesign has been extremely positive for our company, according to Silvia
Rocha, of the Communication and Marketing department of Studio Vero. “We are
increasing our market share because we represent a great market differential in relation to
competitors, especially pieces imported from China. We are receiving an increasing
number of requests from companies concerned with offering their clients gifts that are
original and that are made with certified materials; people are very pleased to receive gifts
that are not the run-of-the-mill” she adds.
The expectation in relation to the Certified Brazil Trade Fair is to repeat the success of
their participation in the first edition, when Studio Vero was able to strengthen its trade
mark as a company highly committed to Brazil’s social and environmental issues. In
addition to presenting its Gift Line 2006, the company plans to reinforce connections with
its domestic clients and establish new international contacts and increase exports.
For Silvia Rocha, certification is an important component of the evolution of ecodesign. “In
the old days, ecodesign meant pieces with a lower degree of sophistication or pieces
produced by artisans. We practice ecodesign according to the principles of design
(aesthetic function, functionality, materials, symbolism and dimensional proportions), using
certified raw material and with the differential of quick response to consumer’s demand,
but without hurting the environment.”
The II Certified Brazil Trade Fair will bring together producers and buyers of forest
principles 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
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38
good asset: all of them have received the Forest Stewardship Council (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 an initiative of the Institute for Forest and Agriculture Management and
Certification (Imaflora), in partnership with 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.
Brazil Certified Trade Fair received more than 6.000 visitors and showed a wide
range of products
With 56 exhibitors and double the floor space of the first edition (2004), the II Certified
Brazil Trade Fair, held at the Frei Caneca Convention Center, São Paulo, April 18-20,
received more than 6,000 visitors. Participants were able to learn about forest certification
and to become familiar with a wide range of products bearing the Forest Stewardship
Council (FSC) label already available in Brazil. During three days, visitors met with
representatives of forest companies that are committed to the protection of the
environment, took part in the discussions of the Market Forums and got to know about the
market for certified forest products, and attended a Design and FSC Forest Certification
Exhibit.
According to a survey conducted by the event organizers - Institute for Forest and
Agriculture Management and Certification (Imaflora), Brazilian Council for Forest
Management (FSC Brazil), and the Institute for Man and the Environment of the Amazon
Region (Imazon), this trade fair was a remarkable success. Exhibitors’ expectations were
fully met, as they were able to make business contacts with visitors from 20 Brazilian
states (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) and 19 foreign countries
(Argentina, Belgium, Bolivia, Canada, Dominican Republic, France, Germany, Israel, Italy,
Mexico, The Netherlands, Paraguay, Peru, Spain, Switzerland, United Kingdom, USA, and
Vietnam).
The event was open to the public free of charge and was attended by prominent visitors,
such as Ms. Marina Silva, Brazilian Minister for the Environment, who, in addition to
opening the trade fair, visited all the exhibition booths. Jorge Viana, governor of the state
of Acre, also visited the fair and announced the certification of two additional forest
operations in his state: Equador Community and the Antimary State Forest.
Other participants included the Secretary for the Environment and Green Areas of the City
of São Paulo, Mr. Eduardo Jorge, a member of the Board of Directors of the FSC
International, Mr. Chris Van der Goot, and other representatives of the forest sector. In the
WWF-Brazil booth, musician Nando Reis, of the Titans band, played songs on a certified
guitar manufactured at Oficina Escola de Lutheria da Amazônia – OELA.
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39
During the opening ceremony, Mr. Mâncio Lima Cordeiro, president of the Banco da
Amazônia (Basa), and Mr. Sérgio Amoroso, president of the Orsa Group, signed an
agreement for financing projects for the certification of management of Orsa natural
forests, in the Jari river basin, between the states of Pará and Amapá, that will benefit
about 4 thousand families and 98 communities.
Together with the satellite events already mentioned, two book signing ceremonies:
“Biodiversity: is it something we eat, put on, or paste on our hair”?, 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.
Luís Fernando Guedes Pinto, Imaflora’s executive secretary, stressed the role of the event
in the promotion of business for sustainable forest products, as well as in making the
general public aware of the FSC label. “The greatest achievement of this edition of the
Trade Fair in relation to the first one is the increase in the number of visitors and in the
diversity of products now available to consumers. We have here various production
chains of the forest sector, from logs up to final products, and also certified operations of
all sizes, from large corporations to small rural communities” he said.
The first Certified Brazil Trade Fair was organized in April, 2004, and showed the great
potential for the certification market in Brazil. With 50 exhibitors, the trade fair received
almost 5,000 visitors in the three days it was open. This second edition showed that the
potential has materialized, with the presence of a great variety of certified materials, not
only raw materials, but also end products of many areas outside the timber market, such
as fragrances, oils, and foods obtained from the forest. The third edition of Certified Brazil
Trade Fair is in the planning stages for 2008.
A full report of the II Certified Brazil Trade Fair, including photos, will be available at its
web site (www.brasilcertificado.com.br) beginning May 20, 2006.
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40
Appendices
Floor plan of the trade fair
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List of exhibitors
Agência de Florestas e Negócios Sustentáveis do Amazonas
Home-Page: www.florestas.am.gov.br
Amazon Hands Ltda.
Home Page : www.amazonhands.com.br
Associação Civil Greenpeace
Home-Page : www.greenpeace.org.br
Associação dos Artesãos de Boa Vista do Ramos – AABVR
Associação Comunitária, Agrícola e de Extração de Produtos da Floresta - ACAF
E-mail: www.oela.org.br
Associação dos Produtores Florestais Certificados na Amazônia - PFCA
Home Page: www.pfca.org.br
Atina Ativos Naturais S/A
Home Page: www.atina.com.br
A. W. Faber Castell S. A.
Home Page: www.faber-castell.com.br
Banco ABN AMRO Real
Home Page: www.bancoreal.com.br
BASA - Banco da Amazônia S A
Home Page: www.bancoamazonia.com.br
Beraca Sabará Químicos e Ingredientes Ltda.
Home Page: www.beraca.com.br
Braspine Madeiras Ltda.
Home Page: www.braspine.com.br
Café Ituano – Gazzolla Chierighini Alimentos
Home Page: www.cafeituano.com.br
Cikel Brasil Verde Madeiras Ltda.
Home Page: www.cikel.com.br
Compradores de Produtos Florestais Certificados
Home Page: www.compradores.org.br
Croda do Brasil Ltda.
Home Page: www.croda.com.br
Ecoleo – Leo Madeiras
Home Page: www.ecoleo.com.br
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42
Ecolog Indústria e Comércio Ltda.
Home Page: www.ecologflorestal.com.br
Ervateria Putinguense
Fraternidade Universal Projeto Curumim
Home Page: www. curumim.org.br
Fênix Indústria de Móveis Itatiba Ltda.
Home Page: www.moveisfenix.com.br
Floresteca Agroflorestal Ltda.
Home Page: www.floresteca.com.br
FSC Brasil – Forest Stewardship Council
Home Page: www.fsc.org.br
Geo - Gráfica Editora Ltda.
Home Page: www.geograficaeditora.com.br
Gênesis Empreendimentos S/A
Home Page: www.takaoka.eng.br
Grupo Eco Negócios Sustentáveis / Espírito da Amazônia Comércio Ltda.
Home Page: www.grupoeco.com.br
Ibersilva - Ence
Home Page: www.maserlit.com.uy
IFT – Instituto Floresta Tropical
Home Page: www.fft.org.br
IIBA Produtos Florestais / George Dobre ME
Home Page: www.iiba.com.br
IMAFLORA – Instituto de Manejo e Certificação Agrícola
Home Page: www.imaflora.org
IMAZON - Instituto do Homem e Meio Ambiente da Amazônia
Home Page: www.imazon.org.br
Indústria Brasileira de Molduras Ltda.
Home Page: www.ibmtb.com.br
Indústria De Madeiras Guilherme Butzke Ltda.
Home Page: www.butzke.com.br
Inmad Industria e Comércio de Móveis Ltda.
Home Page: www.inmad.com.br
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43
Laminados Triunfo Ltda.
Home Page: www.compensadostriunfo.com.br
Masisa do Brasil Ltda.
Home Page: www.masisa.com
Mil Madeireira Itacoatiara Ltda.
Home Page: www.preciouswoods.com.br
MMA - Ministério do Meio Ambiente
Home Page: www.mma.gov.br
Mobile Feiras e Eventos Ltda. – Formobile 2006
Home Page: www.formobile.com.br
Natura Cosméticos S.A
Home Page: www.natura.net
Oficina Escola de Lutheria da Amazônia – OELA
Home Page: www.oela.org.br
Orsa Florestal
Home Page: www.grupoorsa.com.br
Piatan Interiores Indústria e Comércio Ltda.
Home Page: www.piatan.com.br
Planeta Orgânico - Programação Visual Zaz Ltda.
Home Page: www.planetaorganico.com.br
Port Auto Nome La Rochelle
Home Page: www.larochelle.port.fr
Revista Referência - BM Editora Ltda.
Home Page: www.revistareferencia.com.br
SEBRAE – Serviço de Apoio as Micros e Pequenas Empresas no Acre
Home Page: www.ac.sebrae.com.br
Satipel Industrial S/A
Home Page: www.satipel.com.br
Secretaria de Floresta do Estado do Acre
Home Page: www.ac.gov.br
SGS JCS Certificadora Ltda.
Home Page: www.br.sgs.com
Studio Vero - Arte Forma Ind. e Com. De Móveis, Displais e Brindes Ltda.
Home Page: www.studiovero.com.br
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Suzano Bahia Sul Papel e Celulose S.A
Home Page: www.suzano.com.br
WWF Brasil
Home Page: www.wwf.org.br
Tok & Stok – Estok Comércio e Representações Ltda.
Home Page: www.tokstok.com.br
www.brasilcertificado.com.br
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Survey data
Cities with largest number of visitors*:
65,60%
São Paulo
1,81%
Barueri
Botucatu
1,64%
Santo André
1,46%
1,40%
Curitiba
Guarulhos
1,40%
Cam pinas
1,23%
Piracicaba
1,17%
Osasco
1,11%
Rio de Janeiro
0,88%
22,31%
Outras
* visitors came from 187 different cities
States with largest number of visitors*:
89,84%
SP
PR
2,03%
RJ
1,26%
MG
1,02%
PA
0,90%
MT
0,72%
DF
0,66%
RS
0,66%
AC
0,60%
SC
0,54%
Outros
1,79%
* visitors came from 20 different states in Brazil
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Countries with largest number of visitors*:
Brasil
USA
0,35%
Vietnã
0,29%
Argentina
0,23%
Holanda
0,23%
Alem anha
0,17%
Canadá
0,17%
Peru
0,17%
Espanha
0,12%
França
0,12%
Outros
97,38%
0,76%
* Visitors came from 19 different countries:
Brazil
USA
Vietnam
Argentina
The Netherlands
Canada
Germany
Peru
France
Spain
Others
97.35%
0.35%
0.29%
0.23%
0.23%
0.17%
0.17%
0.17%
0.12%
0.12%
0.76%
(total=100%)
Title of visitors:
14,29%
Diretor
8,10%
Gerente
7,53%
Estudante
Engenheiro(a)
Designer
5,17%
4,59%
Arquiteto(a)
3,57%
Socio proprietario
3,38%
Consultor
Coordenador(a)
Analista
3,00%
2,94%
2,68%
44,74%
Outros
Director
14.29%
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Manager
Student
Engineer
Designer
Architect
Owner/partner
Consultant
Coordinator
Analyst
Others
8.10%
7.53%
5.17%
4.59%
3.57%
3.38%
3.00%
2.94%
2.68%
44.74%
(total=100%)
Daily attendance*:
29,88%
18-04-2006
36,09%
19-04-2006
34,02%
20-04-2006
*6.125 visitors
Participant profile:
Apoio
2,34%
Assembleia
0,23%
Comissão
0,32%
9,72%
Expositor
Feira
0,23%
6,46%
Forum
4,49%
Imprensa
M ontadora
1,05%
P alestrante
0,55%
Reunião
0,18%
Serviços
0,50%
73,92%
Visitante inscritos local
Support
Assembly
Commission
Exhibitor
Trade fair
Forum
Press
Car manufacturer
Speaker
Meeting
2.34%
0.23%
0.32%
9.72%
0.23%
6.46%
4.49%
1.05%
0.55%
0.18%
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Services
0.50%
Visitors registered at the fair
73.92% (total=100%)
Institutions represented by visitors:
ONG
Universidade
8,29%
5,63%
10,63%
Em presa Florestal
Estudante
9,04%
Instituição Governam ental
3,42%
Em preendim ento Agricola
3,10%
63,19%
Outros
NGO
University
Forest company
Student
Governmental agency
Agriculture enterprise
Others
8.29%
5.63%
10.63%
9.04%
3.42%
3.10%
63.19% (total=100%)
Hourly attendance:
12,17%
13:00 a 13:59 Hs
18,31%
14:00 a 14:59 Hs
16,42%
15:00 a 15:59 Hs
12,76%
16:00 a 16:59 Hs
12,28%
17:00 a 17:59 Hs
11,28%
18:00 a 18:59 Hs
10,54%
19:00 a 19:59 Hs
6,25%
20:00 a 20:59 Hs
1 PM to 1:59 PM
2 PM to 2:59 PM
12.17%
18.31%
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3 PM to 3:59 PM
4 PM to 4:59 PM
5 PM to 5:59 PM
6 PM to 6:59 PM
7 PM to 7:59 PM
8 PM to 8:59 PM
16.42%
12.76%
12.28%
11.28%
10.54%
6.25% (total=100%)
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