1. UNECE TIMBER COMMITTEE ANNUAL MARKET DISCUSSIONS
Theme of 2002 discussions:
“Market effects of wood promotion”
24-25 September 2002
Geneva, Switzerland

2. Market Sectors and Topics
Market effects of wood promotion
Economic situation in the UNECE region
Certified forest products
Value-added forest products
Sawn softwood
Sawn hardwood, including tropical timber
Paper, paperboard and woodpulp
Panels
Wood raw materials, including wood fuel

3. Goals of the market discussions
Provide a forum for different viewpoints
Analyse and discuss the markets in 2001
Forecast for 2002 and 2003
Produce common market statement
Press release
Timber Bulletin issue

4. Format of the discussions
Introduction by secretariat or member of UNECE&FAO Team of Specialists on Forest Products Markets and Marketing
Expert presentation(s)
Experts form panel at head table
Discussion and statements from delegations

5. Market Effects of Wood Promotion
Theme chosen by 2001 TC Market Discussions
Reflected in 2001 TC Market Statement
Subject of special chapter of Forest Products Annual Market Review

6. Findings on the market effects of wood promotion from Forest Products Annual Market Review
Multi-country wood promotion is essential
Objective to enlarge wood’s market share
Promotional work must be cost justified
Analyse decision making of target market

7. Findings on the market effects of wood promotion from Forest Products Annual Market Review
Attitudes influenced by cultural and technical dimensions
Credibility is important quality
Key elements of promotional work
Competence
Neutrality
Sufficient financial resources

8. Findings on the market effects of wood promotion from Forest Products Annual Market Review
Fund raising a problem in fragmented industry
Multi-country promotions must overcome cultural differences
Wood promotion is a success story!

9. 2001 TC Market Statement
“In light of the economic downturn in 2001, the Timber Committee stated that it is imperative to develop new products to expand existing markets and to establish new markets to meet consumers’ needs.
The Committee reasserted the importance for the forest products industry to work internationally to promote the environmental advantages of the sustainable production of wood.”

10. 2001 TC Market Statement
“The Committee discussed the need to increase the wood culture in the UNECE region.
Delegates mentioned on-going national and subregional campaigns to promote the use of wood.
The Committee suggested coordinating efforts in order to achieve greater success.”

11. Market Effects of Wood Promotion
Mr. Peter Hofer, Senior Advisor, GEO Partner AG, Zurich (author of special chapter in Forest Products Annual Market Review, )
Mr. Jan Hagstedt, Senior Advisor, Nordic Timber Council, Stockholm (contributor to the special chapter in the Review)