South America Promotions Initiative
This Initiative supports our South American members as they build capacity, plan marketing campaigns and enhance coordination at national, regional and international levels. It is enabling these members to initiate new marketing activities and grow demand for PEFC certification and certified products.
In South America we are represented by our four members in Argentina, Brazil, Chile and Uruguay. They all have endorsed systems which collectively cover 4.7 million hectares of forest.
While these national systems are all well established and deliver robust certification programs, there remains a need to strengthen market demand for PEFC in the region; to maintain and grow certified forest area. There is also a significant opportunity to grow Chain of Custody certification and PEFC recognition in all countries, for both domestic and international markets.
Following a regional meeting in April 2015 in Montevideo, Uruguay, our members - CERFOAR (Argentina), CERFLOR (Brazil), CERTFOR (Chile) and PEFC Uruguay - identified many areas of common interest where they can work together to increase the profile of PEFC in the region.
Promoting PEFC in South America
With the technical and financial support of PEFC Spain, the South America Promotions Initiative is supporting our South American members as they begin the work to further profile and promote PEFC within the marketplace.
While each member is investing their own time and funds in the development of comprehensive marketing plans, we are providing additional support for the organization of a series of seminars and workshops throughout the continent, alongside the development of a range of materials.
Some of the events held during 2016 included ‘Building Shared Value: Sustainability and Competitiveness, PEFC in Latin America’ in Argentina in July, ‘Sustainability and Traceability of Non-timber Products’ in Uruguay in June, and the ‘Seminar - Fair of Forest Sustainability’ in Chile in October.
Through these and other events, our members engage with a wide range of important stakeholders: from forest owners, certified companies and certification bodies, to representatives of the retail sector and advertising agencies, and public and academic institutions.
Outcomes so far…
By the end of the first year, the Initiative had already achieved several significant outcomes. Working together has helped the South American members to identify common approaches, interests and ways forward. Cooperation has also improved, along with the pooling of important information.
This collaborative work carried out at a continental scale has contributed to an increased interest in PEFC certification for sustainable forest management and Chain of Custody among authorities, companies and stakeholders. This has also led to the improved visibility of the PEFC brand within the regional markets.
The Initiative will now begin its second year.