The change, announced in Hobart on November 21, reflects the company’s commitment to implementing a clear consumer-focused strategy about the sustainability of certified Australian wood products.

“Our new name, Responsible Wood, and shield logo, reflect the transformational change we are embarking on as we begin to proactively raise awareness and understanding of our certification scheme and drive demand for Australian certified wood and wood products,” Dr Hans Drielsma, Chair of Responsible Wood, said.

“While we remain committed to our core function as a standards development organisation and scheme owner, our new name and logo better demonstrate what we stand for,” Dr Drielsma said. “They clearly communicate our vision which is to ensure Australia’s forests, and the products sourced from them, are recognised as being among the most sustainable in the world.”

Over the past 18 months, the organisation has undertaken an extensive consultation program with its members, certificate holders and the broader timber and paper sectors as well as retailers, specifiers, sustainability practitioners and consumers. The purpose was to better understand the status of the sector, consumer attitudes and the strategic direction it should take to build on the success of its 15 years of operation.

The name and brand change are the result of this consultation and underpin a focused strategy to raise awareness and understanding of Responsible Wood certification.

As part of the change, Responsible Wood has introduced a new website and communications tools, which can be accessed by visiting www.responsiblewood.org.au.

Photo:Launching the Responsible Wood brand in Hobart are CEO Simon Dorries and chair Dr Hans Drielsma, flanked by new Responsible Wood directors Katie Fowden and Mark Thomson