Non-wood product innovations Miika Kajanus INNO-FOREST 2007 Sopron Hungary

NON-sense presentation of NON-wood products for in-NO-forest

FAO definition for non-wood products “Products of biological origin other than wood, derived from forest, other wooded land and trees outside forests.” “May be gathered from the wild, or produced in forest plantations, agro forestry schemes and from trees outside forests.”

FAO definition, examples Include products used as food and food additives (edible nuts, mushrooms, fruits, herbs, spices and condiments, aromatic plants, game) Fibre used in construction, furniture, clothing or utensils Resin, gums, and plant and animal products used for medical, cosmetic or cultural purposes.

Product/service development, innovation Regulations, Property rights setting Quality assurance (branding, labelling, certification/service) Integration networking Promotion Selling systems packing Human resources, Social capital Climatic conditions, Seasonality, perishable products Key factors for marketing of non-wood product

Conclusions (mainly based on Cost E30 results) Need to change the approach from product orientation to a more customer oriented direction => Find those actors who have knowledge and the access to customers in the marketing channels! Differentiate products Move up the value chain towards a more innovative specialised production

Conclusions Use quality control, standardisation and trademarks of mass products and different kind of certification systems for specialised products Integration and networks can be created through producer/grower associations, external institutions, partnership and coordination of initiatives between public authorities and private operators.

Conclusions Territorial marketing is one form of effective support Product packages sold as complementary products (needs organisational efforts and innovations) Fast selling systems and the use of e- business are important, especially for perishable products