ANNUAL REPORT 09/10 - Forest and Wood Products Australia

12 | STRATEGIC FRAMEWORK
STRATEGIC FRAMEWORK
The past 12 months saw FWPA maintain a
focus on delivering cost-effective outcomes by
progressing and expanding existing activities and
introducing initiatives that are consistent with the
5-year Strategic Plan.
The 2008-12 Strategic Plan
The 5-year Strategic Plan is the culmination of extensive
work to develop the forest and wood products
industry’s vision on integrating its vital research and
promotion agenda.
The Strategic Plan has been developed in consultation
with both the industry and government. Its development
and structure are designed to provide guidance to
FWPA’s Board to enable it to fulfi l its responsibilities to
the industry.
The Plan has been framed and prepared to comply
with the requirements of the 5-year Statutory Funding
Agreement with the Australian Government, which
commenced on 3 September 2007.
The Plan contains seven drivers that FWPA has identifi ed
as having the most infl uence on the future success of
the industry.
Seven drivers of success
1 Community trust
Australia’s changing demographics are creating a
knowledge gap between the industry and sections of the
community. Increasing urbanisation and changing values
in response to lifestyle and economic swings are affecting
many people’s attitudes to forestry.
Commercial forestry will continue to require access to
both forested and non-forested land and resources, so it
is essential to engender community trust in the role of the
industry and recognition of the importance of forests and
wood products.
2 Product usage
The Australian forests and wood products industry
must respond to a continually evolving mix of factors
that determine market preference for materials and
their applications. These factors range from regulatory
requirements and affordability to fashion, performance
and quality.
Consumer demand for forest and wood products will
remain strong provided the industry stays aware of, and
reacts appropriately to, these trends.
FWPA ANNUAL REPORT 09/10
3 Climate change
Climate change will have profound implications and
create opportunities for Australia’s forests and wood
products industry. Every facet of forestry, transport,
manufacturing, marketing and end-use application will be
affected by climate change itself and associated policies
and regulations.
Climate change encompasses key issues including
water, carbon sequestration and storage, energy and fuel
sources, bushfi re and biosecurity.
4 Competitiveness
Our industry is competing in an increasingly broad and
diverse marketplace, due to factors which include:
reducing trade barriers, asset consolidation, terms of
trade, competition for resources and new products
and materials.
Within this business environment, the forest and wood
products industry must continue to deliver value for
money for its customers by developing new markets,
products and services.
5 Sustainability
Society increasingly demands that goods and services
are provided from demonstrably environmentally
sustainable sources. The industry needs to continually
demonstrate its sustainable management of ecological
assets and processes, water, chemicals and energy, and
the protection of forests from fi re and other hazards.