I think we can all agree that having good people, who are committed to getting the word out about using wood and the wood industry as a whole, to children and potential users/consumers of our products is a positive development. In early February, the Hardwood Forest Foundation (HFF) embarked on the next chapter in their organization’s evolution, announcing an updated mission, a new name and a modern look. The association’s new name, North American Forest Foundation (NAFF), highlights their comprehensive goals to spread awareness of the lumber industry, both hardwood and softwood, so the public can become more conscious of the benefits of wood products and make informed choices. The NAFF’s updated mission is to support the Forest Products Industry through education, promotion, and advocacy of science-based facts about sustainable forestry, and revealing the truth about trees – our world’s most diverse, abundant, renewable natural resource.
The organization is supported by more than 600 people, businesses and organizations that are passionate about brining science-based facts about our forests to the public at large.
This includes a good number of Canadian firms, many from the hardwood sector. Canadians have also played a significant role in the success of the organization and in creating the value in its products and overall mission.
Since it was established, in 1989, HFF focused on educating elementary-age children about the benefits of the hardwood industry. The award winning “Truth About Trees” educational kits provided by HFF have helped classrooms throughout the continent by delivering science-based lessons, and it will continue to be part of NAFF’s program. The NAFF has plans to introduce a more age-inclusive curriculum that includes materials that relay the wealth of career opportunities for young adults in the hardwood and softwood industries.
Their website has a number of interesting areas, including a section on careers featuring information on careers and job openings; and a section for consumers and architects, looking at such subjects as sustainability, energy and
the impacts of selecting building materials.
They also highlight their numerous materials for teachers and kids. There are a significant number of relevant links to websites and studies to help inform visitors and show them the science behind the messages. NAFF recognizes the importance of positive public perception as we move towards the future. They note that in the current economic climate, all industries are finding it hard to recruit qualified workers. The wood industry has been impacted and companies in Canada and the U.S. are noting shortages in their labour forces. NAFF recognizes that this is one of the most pressing issues our industry faces today and their first order of business is to address it. NAFF’s first goal is to create an educational video, highlighting career paths available to young people, that can be distributed to various associations. The aim will be to share the opportunities within the forest industries – whether the viewers see themselves working in the woods or sitting at a desk. Along with the more traditional roles, the video will showcase opportunities in a variety of settings, including accounting, sales, research and development, and others that may not seem obvious to young people seeking meaningful career paths.
Another creative offering of NAFF is “Forever Forest,” a travelling museum exhibit, which is all about trees, from the forest to your home. Designed to help children learn about where wood comes from and how it is processed and transported, it also highlights the many ways wood can be used. It features interactive play spaces where children and their parents learn about the many careers and products made from wood. They can learn about some of the different professional roles available in the industry as they maneuver a kid-sized grapple skidder, load items onto a Union Pacific train, work with tools to create projects using building materials etc. In essence, everyday products we use that are made of wood, transportation needs, sustainability and selective harvesting are demonstrated through play.
In the press release on their website, their leaders outline the evolution. Jeff Durst, NAFF’s president says: “As an organization, we’ve been focused on education at the elementary level.
That certainly remains an important part of what we do, but in realigning ourselves as the NAFF, we’ve expanded our mission to have a greater impact on more areas – allowing us to be better collaborative partners with other organizations that exist.”
Their vice-president, Stephanie Van Dystadt, from Canada, notes: “As an industry, we need to develop a unified front. We have the product that is the greenest in terms of carbon neutrality and renewable resources, but we don’t promote it as a whole. Our new mission includes educating the public as a whole, to re-introduce them to benefits of the lumber industry, whether they’re a young adult seeking career inspiration, or a consumer looking for smarter choices.”
