promotion of wood and forest products in new zealand shaun killerby
TRANSCRIPT
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Promotion of Wood and Forest Products in New Zealand
Shaun Killerby
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Outline
New Zealand Market History
International Promotion
Domestic Promotion
Emergent Problems
New Initiatives
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New Zealand Market History
South Pacific islands with a total of 269,000 km2 of land
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New Zealand Market History
About 50-60% of area covered in indigenous forest in 1840
Rapid land clearance by colonists in late 19th century
A domestic timber famine was subsequently projected
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New Zealand Market History
National plantation forest estate established from 1919
Fast-growing Pinus radiata the primary species planted
Designed to complement the indigenous forest resource
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New Zealand Market History
Culture of wood use developed due to:
Availability and low cost
Earthquake-prone country
Education and promotion of the use of locally grown pine from the 1930s
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New Zealand Market History
By the 1960s, plantation grown timber met most of domestic demand for sawn timber
A subsequent planting boom aimed at export diversification
The national forest industry was privatised from 1985
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New Forest Planted Since 1919
1920 1930 1940 1950 1960 1970 1980 1990 1998
Year to 31 March
Private State
Total
000ha
100
80
60
40
20
0
Source: NZ Forest Owners Association
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New Zealand Market History
Almost 25% of New Zealand is still in indigenous forest
Most of this area has been reserved since the 1940s
Forest Accord signed in 1991
Less than 2% of annual timber harvest is now indigenous
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New Zealand Market History
Today there is 1.8 million ha of commercial plantation forest
Over 89% of this area is planted in Pinus radiata
Annual harvest 18.5 million m3
Most (70%) of this is exported
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Projected Annual Harvest
1980
30
25
20
15
10
5
01990 2000 2010
Year
Domestic demand
Export potential
Source: Forest Research
(million m3)
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International Promotion
Exports were only a minor concern before the 1970s
Shift to export focus
Competitive environment since 1985, with international market development a major concern
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International Promotion
Marketing strengths include: Product versatility
Product reliability
Softwood equivalence
Fast-growing and renewable
Environmental management
Conservation role
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International Promotion
Weaknesses include: Three primary markets
Lack international presence
Perception of Pinus radiata
Lack value-added products
Lack a market-to-production-to-product philosophy
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International Promotion
Market access a major issue:
In-market promotion
Trade liberalisation
Forest certification
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Domestic Promotion
Culture of wooden, design-built houses
Substitution and promotion have not been major issues
No significant demand for certified products
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Domestic Promotion
Emphasis on technical promotion and tactics
Use of User Guides and Manuals for builders
Lack sophistication regarding understanding and meeting consumer aspirations
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Emergent Problems
New housing types and styles
Proliferation of new products and systems
Concerns about variable wood quality over the past decade
Declining commitment to wood
Weather-tightness issue
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Weather-tightness Issue
Convergence of: Changes to builder training
New house types and styles
New products and systems
Changes to Building Code
Inappropriate placement of untreated kiln-dried timber
Approval by inspectors
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Weather-tightness Issue
Result: Leaking buildings
Rotting ceilings, walls, decks
Public concern about the trustworthiness of wood
Public concern about the trustworthiness of the timber and building industries
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New Initiatives
The emergent domestic problems highlight the danger of focussing
on just production and supply
Must deliver quality renewable and environmentally friendly products
+
an integrated customer-focussed approach to design and delivery
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New Initiatives
Collaborative research between forestry, the building industry and innovative manufacturers
Development of a joint customer and futures focus
Integrated research into higher-value, differentiated products
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Conclusion
New Zealand has successfully established a national plantation forest estate which is widely perceived as versatile, renewable and environmentally friendly.
But such perceptions can easily be jeopardised without a consumer-focussed approach to production, design and delivery.