The Canadian forest products industry is decisively on the move.
The sector has already been transforming itself by becoming more innovative, more environmentally friendly and more global in its reach. Now to build on the existing momentum, member companies of the Forest Products Association of Canada are stepping up their game with the unveiling of Vision2020 which sets ambitious goals to propel the industry forward in the area of products, performance and people. This represents a vigorous effort by industry officials to ensure a vibrant path for the sector in the years ahead.
Our first goal is to generate an additional $20 billion in economic activity from new innovations and growing markets by 2020. Canada needs to build on the work already underway to research and develop new and innovative products made from trees. Pulp mills are already producing dissolving pulp to make rayon for clothing, adding on the production of methanol or producing specialty cellulose for pharmaceuticals. FPInnovations brought in the world's first state-of-the-art demonstration plant that produced nano-crystalline cellulose from wood fibre for use in everything from bone replacement to cosmetics. Other world firsts and potential game-changers are now in the pipeline.
The forest products industry has already had remarkable success in diversifying markets. For example, forest products are now Canada's number one export to the Asia Pacific region, including China. Still the industry is setting its sights much higher in the area of new innovations and growing markets.
The second goal is in environmental performanceto deliver a further 35 per cent improvement in the industry's environmental footprint. Already the Canadian industry is emerging as the "greenest" forest products sector in the world. For example, Canada has the most third-party certified forests on the planet 151 million hectares demonstrating the industry's commitment to opening its doors to scrutiny and transparency in its forest management practices. The industry has cut its greenhouse gas emissions by two thirds since 1990. Already mills produce bioenergy equivalent to the output of three nuclear reactors. Still, the forest products association has identified 12 parameters where the industry will attempt to further its environmental credentials. This includes greenhouse gas emissions, forest management practices, caribou action planning, energy and water use, recycling, air contaminants and waste.
The third goal relates to "people" and a desire to hire at least 60,000 new recruits including women, Aboriginals and immigrants. After a decade of decline in the workforce, the Canadian forest products industry is now recruiting and offering solid careers for those with the skills, knowledge and desire to work in the sector. We need to find new ways to attract and retain young workers and also further reach out to female and Indigenous employees. There is a pressing need for traditional skills such as millwrights and electricians but as the industry transforms, it will also need technologists, chemical engineers, innovators and more.
We recognize that reaching these goals will be challenging.
For example, when it comes to recruiting new employees, we recognize the need to refresh the image of the forest industry, and we will have to compete for workers with other sectors, including the oil patch, at a time of skills shortages in Canada.
Forest companies are determined to reach the goals outlined in Vision2020.
But companies can't do it alone.
We intend to talk to governments both provincial and federal; we need to talk to innovators and researchers; we have to set up partnerships with the chemical, plastic, energy and auto sectors and others to find innovative new ways to use wood fibre especially for pioneering bio-products.
Canada's forest products industry is moving forcefully forward to create new jobs and prosperity for many years to come.
Catherine Cobden is the president and CEO of the Forest Products Association of Canada.
