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  • Season One Overview

    Season One Overview
    2026/07/06
    End of Season One Overview!Two things on the agenda today - firstly a short bit of housekeeping about the summer break. And secondly for those who are brand new or recent listeners this podcast includes a brief overview of big takeaways since I launched the show.Firstly the housekeeping - just to say that there’ll be no new episodes of the podcast until September 2026. This will give me a chance to catch up on managing my own forests and to plan for the next season of interviews - so make sure you’re subscribed and you’ll be notified of the newest episodes once they release. And also, if you haven’t already liked or rated the podcast please be a legend and do so. Thank you.Now a few of the main takeaways from Season One of the podcast. Half of my guests to date are forest owners who also work in the sector so that gives them an extra perspective. The big take away is simply that it pays to spend time in your forest so you can get the most from it - be that timber, nature enhancement, or simply for your own pleasure and enjoyment. Two great interviews that typify this are with Olive Leavy (Resilient Family Forests - CCF in Westmeath) and another with Sean O Conluain (Who Dares Wins - Transformation of Sitka Spruce to Continuous Cover Forestry) who both describe their experiences using Continuous Cover Forestry Principles. Another forest owner, Brendan Guinan (Farming in an Irish Forest) spoke to me about his approach to agroforestry in an established plantation and that's a great episode for anyone who wants to combine timber and food outputs from their forest. Two powerful storms hit Ireland in Dec 24 and January 25 and in Falling Timber, Falling Prices - I spoke with Victor Barber from Western Forestry. This episode was a great overview of the huge challenges the Irish sector has been facing cleaning up three years of harvest. If there's a lesson here for me it’s that owners of semi mature forests should get roads in early and try to have a valid felling licence on hand just in case disaster strikes in the future.Forestry can sometimes come in for bad press but there's clearly been huge improvements in environmental standards in Ireland since the 1990s when timber maximisation was the norm - listen to my interview with Paul Lafferty in Afforestation in the 1990's.. for a taste of what it was like back then and because Paul is an auctioneer specialising in forest we discuss what forests are selling for today.There’s lots of good news stories - Alan McCabe in Farm Forestry, the IFA Forestry Committee.. explained how efforts are underway to remove conifers that are spreading on blanket bogs and how Ireland’s peat bogs are slowly being rewet which is good for carbon capture and for the catchments they sit above. Lots also to be cheerful about in Community and Conservation in terms of Hometrees work at a landscape level, maximising state and local landowner engagement to deliver environmental and societal benefits - Ray O Foghlu was my guest there. Also for a whistlestop 500 year history of native woodlands in Ireland have a listen to my conversation with Joe Gowran from Woodlands of Ireland. Joe is an absolute expert on all things native woodland planting and management. That's in Irelands Native Woodlands.If you’re interested in what happens after the forest gate then listen to my second conversation with John Sherlock: that episode is called - Firewood, Bespoke Timber Products, and Small-Scale Sawmilling - we discuss how his firewood business got started and has evolved into sawmilling and bespoke manufacture. My first interview with John was about his own forest and the activities of the North East Forestry Group who are supporting small farm forest owners make the most of their woodlands. More recently in Biomass, Renewable Heat and Nuffield 2026, Kenny McCauley, Leitrim business owner, told me everything about what it takes to run a biomass business and how his product is fueling Ireland's renewable heat market.Farming Advisors are a critical part of the afforestation story in Ireland as they are often the first point of contact for landowners thinking of planting trees. That’s why I spoke to Andy Dunne Farm Advisor who joined me for Where Farming Meets Forestry. Andy perspective is unique and he has many examples of how Ireland’s restrictive and rigid afforestation licencing process can lead to unintended negative consequences. Equally insightful was my chat with Dr Zhu who recently completed groundbreaking research which we discuss in detail in: Barriers to Afforestation in Ireland. This interview is an absolute must for anyone interested in why Ireland can’t plant enough new forests. Then for forest owners who have a timber crop coming to market it could be time to think about certifying your forest under FSC or PEFC systems. In IPlan and Certification for Forest Owners Kathleen Lucey from the IFO joined me to explain how group certification works in Ireland.I went ...
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    7 分
  • Carbon Markets for Forest Owners with Eeva-Liisa Heinaro

    Carbon Markets for Forest Owners with Eeva-Liisa Heinaro
    2026/06/22
    Today I speak with Eeva-Liisa Heinaro from Finland. She spent decades working in the paper industry before moving into Carbon Lab (as COO) who help businesses manage and monetize carbon sequestration and ecological compensation projects. Carbon Lab are very well placed to deliver this service because they are a subsidiary of Conifer Consulting who manage more than 135,000 hectares of Finnish forestry for institutional investors. In this interview Eeva-Liisa explains a little about her background and the forestry sector in Finland. We then move on to discuss whats happening in carbon markets and she explains how the institutional architecture around carbon recording, transparency, integrity and pricing are being rebuilt for the future and what that means for forest owners. Special Acknowledgement to Peter Hasulyó of the Forestry Brief (and former guest on the podcast) for his detailed written analysis of all aspects of carbon markets and who credits Eeva Liisa as a critical source in his own research. For topical and insightful analysis of European and Worldwide forest markets go to: https://forestrybrief.com/ Click here for the ForestryNow podcast newsletter signupKey Points:Eeva-Liisa's role as COO at Carbon Lab and working with both forest owners and carbon credit buyers.An overview of the Finnish forestry industry - 75% forestry with a substantial amount planted on peaty soils and 600,000 forest owners of different sizes!Previously, the carbon market was viewed as unregulated and opportunistic, leading to distrust among buyers. Recent changes to improve carbon market regulation and transparency are leading to increased investor confidence which in turn gives European carbon projects a competitive edge over initiatives in less regulated countries. Understanding where PEFC and FSC certification fit into forest carbon projects.The interaction between certification systems like Verra, Gold Standard and EU frameworks.Understanding measured additionality, financial additionality and the voluntary nature of eligible additionality.Understanding longevity and permanence in carbon sequestration projects.Challenges inherent to peatland forestry and possibilities offered by "ecological compensation" projects.Things to consider if starting on a carbon certification project.Quotes:"Additionality is one of the two really core concepts when we talk about carbon projects. The other one is permanence.""The forest certification is actually a requirement in the carbon certification systems... your forest ....has to be certified by FSC or PFC."Carbon certification... "is a big commitment and money-wise it can get very expensive..""The risks involved with peatlands is really that you cause more more negatives than positives with your carbon project, with the soil emissions."Follow the Guest on:Eeva-Liisa Heinaro on Linkedin: https://www.linkedin.com/in/eeva-liisa-heinaro/Carbon Lab: https://carbonlab.fi/Conifer Consulting: https://conifer.fi/en/Other Links of Note:The Finnish Forestry: https://www.metsakeskus.fi/en/about-us/the-finnish-forest-centreGold Standard Forest Carbon: https://www.goldstandard.org/VERRA Forest Carbon Standards: https://verra.org/The EU's Carbon Removals and Carbon Farming Regulations https://climate.ec.europa.eu/eu-action/carbon-removals-and-carbon-farming/carbon-removals-and-carbon-farming-crcf-regulation_enFollow the Forestry Now Podcast on:Website: https://forestrynow.eu/Linkedin https://www.linkedin.com/company/the-forestry-now-podcast/YouTube: https://www.youtube.com/@ForestryNowInstagram: https://www.instagram.com/forestry_now_podcast/Facebook: https://www.facebook.com/ForestryNowPodcast/Contact Dermot: forestrynowpodcast@gmail.comOr at Linkedin: https://www.linkedin.com/in/dermot-mcnally-90b06421/Chapters: 00:00:00 Introduction to Forestry Now & Carbon Lab00:01:18 Eeva-Liisa’s Background & Carbon Lab's Focus00:02:59 Snapshot of the Finnish Forestry Sector00:05:23 Forest Data, Regulation & Certification in Finland00:08:32 Building Trust in European Carbon Markets00:12:31 The Competitive Advantage of European Carbon Projects00:14:09 Intersecting Certifications: Timber vs. Carbon00:16:51 Unpacking "Additionality" in Carbon Projects00:21:50 The Concept of "Permanence" & Credit Pricing00:24:45 The Cost of Entry for Forest Owners00:28:36 The Peatland Dilemma00:31:30 How Forest Owners Can Get Started00:34:00 Timelines for Reaching the Carbon Market00:35:10 Protecting Investments Against Acts of Nature00:37:25 Future Trends: Ecological Compensation00:39:14 Balancing Carbon, Ecology, and the Timber Industry
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    41 分
  • Reimagining Scottish Forestry with Douglas MacMillan

    Reimagining Scottish Forestry with Douglas MacMillan
    2026/06/08
    Today I speak to Douglas MacMillan who shares his analysis and criticisms of the current forestry model in Scotland - Douglas worked in the industry in the 1980's before moving into research related to forestry and sustainable land use systems. In this conversation Douglas explains the historical background to afforestation in Scotland, current ownership, species selection, management techniques and ultimately who he says benefits from the status quo. Douglas gives his views on where Government policy and financial support structures are actually compounding the problems he sees. He also questions the wisdom of replanting Sitka Spruce on marginal sites and this leads onto broader ideas about how Scottish forestry could adapt to benefit the wider community and the environment more broadly. Key Points:Sitka Spruce dominates Scottish Forestry in terms of planting and processing. The benefits of forestry are often concentrated in urban and peri urban areas, leaving little immediate benefit for rural communities (who host the plantations).Tourism in the Highlands could be enhanced by replacing the clearfell and replant model of forestry with more native woodlands.There is a need for more diversity in forestry in terms of species selection and supports for small scale sawmills and processors.A combination of low yield class and high wind throw risk render some highland plantations uneconomical - these sites offer great potential for rewilding.Moving forestry "down the hill" into the Scottish lowlands offers opportunities for more diverse species, integration of farming and forestry and improved silvicultural techniques.Quotes:"Why are we talking about yield class when we should be talking about meeting societal demand.""I'm not saying you don't need the big mills, I'm saying you don't have anything else only the big mills.""The benefits are shipped out to mills in urban areas.""Forestry was traditionally owned by the laird, not farmers.""Sitka is actually a beautiful tree - if it grows to 120 years, not when it's a spotty teenager at 40!""The Government needs to take the bull by the horns and say we need a different kind of policy.""We have to take account of inequities and social disconnect between where the benefits are and where the costs are."Click here for the ForestryNow podcast newsletter signupScottish Forestry: https://www.forestry.gov.scot/Tilhill Forestry: https://www.tilhill.com/The Scottish Rewilding Alliance: https://www.rewild.scot/Follow the Guest on:Linkedin: https://www.linkedin.com/in/douglas-macmillan-440319202/?skipRedirect=trueInconvenient truths about Sikta Spruce: https://www.linkedin.com/feed/update/urn:li:activity:7437119413868445696/A timber processing strategy for the Uplands: https://www.linkedin.com/feed/update/urn:li:activity:7450583561277149185/The John Muir Trust: https://www.johnmuirtrust.org/Follow the Forestry Now Podcast on:Website: https://forestrynow.eu/Linkedin https://www.linkedin.com/company/the-forestry-now-podcast/YouTube: https://www.youtube.com/@ForestryNowInstagram: https://www.instagram.com/forestry_now_podcast/Facebook: https://www.facebook.com/ForestryNowPodcast/Contact Dermot: forestrynowpodcast@gmail.comOr at Linkedin: https://www.linkedin.com/in/dermot-mcnally-90b06421/Chapters: 00:00 Introduction to Forestry in Scotland01:33 Historical Context of Afforestation05:00 Species Selection and Management Techniques08:09 Current Ownership and Structure of Forestry10:08 The Role of Small Forest Owners13:10 Global Context and Economic Challenges14:21 Profitability and Public Subsidies18:25 Disadvantages of the Current Forestry Model22:24 Impact on Tourism and Community Engagement27:19 The Future of Timber Processing in Scotland31:15 Challenges in Forestry Grant Systems36:59 Reassessing Replanting Strategies45:10 Envisioning a Sustainable Future for Scottish Forestry49:44 Bringing Forestry Down the Hill
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    55 分
  • IPlan and Certification for Forest Owners with Kathleen Lucey

    IPlan and Certification for Forest Owners with Kathleen Lucey
    2026/05/25

    Today I speak with Kathleen Lucey who works with the Irish Forest Owners. The IFO support and represent forest owners across Ireland through a vibrant producer group network. In this interview we focus on Kathleen's role as Group Certification Manager at the IFO. We discuss the background to getting a forest certified under FSC and PEFC, the benefits, the costs, the ongoing management requirements, the Irish Governments new IPLAN system and everything in between.


    Key Points:

    • The new I-Plan system - a game changer for private forest management in Ireland.
    • Steps in creating a management plan.
    • Forest certification standards (FSC and PEFC).
    • Benefits and costs of group certification for private owners.
    • Group certification scheme advantages.
    • Scenarios to consider for forest owners.


    Quotes:

    "The I-Plan standardises forest management plans"
    On the I-Plan Grant for Forest Management Plans: "it will go a long way towards covering the cost of your forester producing that. So that's been a game changer."
    "Stakeholder engagement is a key part of the process"

    Click here for the ForestryNow podcast newsletter signup

    Follow the Guest on:
    Kathleen Lucey on Linkedin https://www.linkedin.com/in/kathleen-lucey-015780b/

    Website of the Irish Forest Owners https://irishforestowners.com/

    Certification at the IFO: https://irishforestowners.com/resource/certification/

    Details on the IPLAN scheme https://teagasc.ie/crops/forestry/grants/iplan-scheme/
    FSC - Forest Stewardship Council - https://fsc.org/en

    PEFC - Programme for the Endorsement of Forest Certification https://www.pefc.org/

    The Pilot Study on Group Certification in Ireland https://www.groupcertification.ie/

    Follow the Forestry Now Podcast on:
    Website: https://forestrynow.eu/
    Linkedin https://www.linkedin.com/company/the-forestry-now-podcast/
    YouTube: https://www.youtube.com/@ForestryNow
    Instagram: https://www.instagram.com/forestry_now_podcast/
    Facebook: https://www.facebook.com/ForestryNowPodcast/

    Contact Dermot:
    forestrynowpodcast@gmail.com
    Or at Linkedin: https://www.linkedin.com/in/dermot-mcnally-90b06421/

    Chapters:

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    55 分
  • Biomass, Renewable Heat and Nuffield 2026 with Kenny McCauley

    Biomass, Renewable Heat and Nuffield 2026 with Kenny McCauley
    2026/05/11
    Today I speak with Kenny McCauley from McCauley Wood Fuels Ltd who are based near Mohill in Co Leitrim. The business processes around 500 tonnes of wood biomass weekly to create high quality, moisture controlled wood chip. In this conversation Kenny explains how his business works, how biomass forms a vital cog in the Irish forestry supply chain, how wood chip is replacing fossil fuels across Ireland and how Leitrim can be a centre of excellence for balanced forestry. He also details the processing system he uses including the machinery and technology involved. Finally Kenny has recently started on his journey as a Nuffield Scholar for 2026. So we discuss what Nuffield involves and his study topic itself which is: “Mobilising rural biomass: unlocking renewable heat, carbon storage and bioeconomy value from farm forest resources.” Key Points:Firewood to biomass - transitioning his business and partnership with Arigna FuelsPartnerships with suppliers and early customers proved critical in enabling the business to grow.Quality control of both inward raw materials and finished product remains key.Biomass is a cost effective source of heating for large users such as poultry, pig, and mushroom farms, as well as hotels.Leitrim's potential as an economic driver through a balanced forestry model.The Sustainable Energy Authority of Ireland offer the Support Scheme for Renewable Heat which aids large users transition away from fossil fuels.Kenny's journey with Nuffield will give him an opportunity to understand best practice worldwide and emerging opportunities.Quotes:Click here for the ForestryNow podcast newsletter signupFollow the Guest on:Linkedin: https://www.linkedin.com/in/kennymccauley/McCauley Wood Fuels Ltd: https://www.facebook.com/McCauleyWoodFuels/Nuffield Ireland: https://www.linkedin.com/company/nuffield-ireland/Kennys profile on Nuffield: https://nuffield.ie/scholar/kenny-mccauley/Wood Fuel Quality Assurance: https://www.wfqa.org/Irish BioEnergy Association: https://irbea.org/Support Scheme for Renewable Heat (SEAI): https://www.seai.ie/grants/business-grants/support-scheme-renewable-heatArigna Fuels: https://arignafuels.ie/Follow the Forestry Now Podcast on:Website: https://forestrynow.eu/Linkedin https://www.linkedin.com/company/the-forestry-now-podcast/YouTube: https://www.youtube.com/@ForestryNowInstagram: https://www.instagram.com/forestry_now_podcast/Facebook: https://www.facebook.com/ForestryNowPodcast/Contact Dermot: forestrynowpodcast@gmail.comOr at Linkedin: https://www.linkedin.com/in/dermot-mcnally-90b06421/Chapters: 00:00:00 - Introduction00:01:07 - Transitioning from the firewood business to biomass wood chip production.00:04:02 - Target markets including the agri-sector, poultry, and hotels.00:07:04 - Managing target moisture content and the shift to mechanical drying.00:10:09 - The Support Scheme for Renewable Heat (SSRH) and comparing fuel costs.00:12:45 - Wood Fuel Quality Assurance Scheme (WFQA) certification and sustainability audits.00:16:53 - Raw material sourcing and mixing different timber species like Sitka spruce.00:19:44 - Load contamination and the air-drying performance of straight versus crooked wood.00:23:43 - Yard storage constraints, logistics, and processing material on forest sites.00:29:18 - Timing the mechanical drying process to match boiler fuel demand.00:32:35 - Using an internal biomass boiler to reduce mechanical drying energy costs.00:34:53 - Transport logistics and the delivery radius for dry wood chip versus fresh pulp.00:36:46 - Capacity bottlenecks, processing speeds, and future business growth.00:40:02 - Kenny's Nuffield Scholarship on mobilizing forest biomass and the rural economy.
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    52 分
  • Ireland's Native Woodlands with Joe Gowran

    Ireland's Native Woodlands with Joe Gowran
    2026/04/27

    In this conversation I speak with Joe Gowran from Woodlands of Ireland about our native forests - Joe has a deep understanding of the history, ecology and management of these woodlands and so we touch on all of this. We discuss positive initiatives to expand and protect these woodlands as well as regulatory hurdles and contradictions that are preventing more progress. Lastly Joe gives me an overview of the training initiatives Woodlands of Ireland are involved in to improve forestry education for the future.

    Key Points:

    • Ecosystem services provided by native woodlands
    • Threats to native woodlands: deer, invasive species, land use change
    • Management practices for biodiversity and carbon storage
    • Historical land use and deforestation patterns
    • Native woodland management and ecosystem services
    • Policy contradictions and land use conflicts
    • Training and capacity building in forestry
    • Native woodland conservation schemes and funding


    Quotes:

    "Land use impacts water quality and ecosystem health..."
    "Land clearance increased during the Cromwellian era..."
    "Active management is essential for woodland health..."


    The ForestryNow podcast newsletter signup
    Contact Dermot: forestrynowpodcast@gmail.com
    Sponsor Link: www.forestsales.ie


    Links:

    Woodlands of Ireland: https://www.woodlandsofireland.com/

    Joe Gowran on LinkedIn: https://www.linkedin.com/in/joe-gowran-55126a154/
    Native Forest Funding Schemes in Ireland: https://teagasc.ie/crops/forestry/grants/native-forest-framework/

    The Native Woodland Conservation Scheme: https://teagasc.ie/crops/forestry/grants/native-woodland-conservation-scheme-2023-2027/
    A Guide to Native Riparian Woodlands - https://www.woodlandsofireland.ie/wp-content/uploads/No.-4-Riparian-Woodlands.pdf

    Irish Forestry Programme Mid Term Review - https://assets.gov.ie/static/documents/e8b56d54/Mid-Term_Review_of_the_Forestry_Programme_2023-2027.pdf

    Inland Fisheries Ireland - https://www.fisheriesireland.ie/


    Sponsorship.

    A final thanks to Paul at forestSales.ie for his sponsorship of the podcast and for agreeing to be one of my earliest guests. If you're interested in sponsoring the podcast please do get in touch. Forestry Now has listeners in over 50 countries and is available on all the main podcast platforms. It's also promoted using short video clips on LinkedIn, YouTube, Facebook and Instagram allowing advertisers to maximise the opportunities for exposure. Single episode, series and guest sponsorship options are available.

    Chapters: 00:00:00 - Introduction

    00:01:10 - The ecological importance of native woodlands.

    00:03:04 - Correlation between woodland age, management and structural diversity.

    00:05:04 - A historical deforstation in Ireland.

    00:09:38 - Ongoing threats to native woodlands.

    00:13:28 - Native Woodland Conservation Scheme.

    00:18:33 - Balancing planting setbacks along waterways.

    00:20:46 - The scramble for land in Ireland.

    00:23:38 - Getting grant aid for restoration planting.

    00:26:35 - Pioneer species for nature restoration.

    00:28:50 - The Native and Semi-Natural Woodland Operative Skills Training Pilot.

    00:33:10 - Future forestry education.
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    36 分
  • Barriers to Afforestation in Ireland with Dr. Laqiqige Zhu.

    Barriers to Afforestation in Ireland with Dr. Laqiqige Zhu.
    2026/04/13

    "I'd die for this piece of land. It’s ingrained in me so much. My DNA, our fields have all names and stories."

    Ireland is trying to increase it's forest cover from 12% but Irish farmers are very reluctant to plant their land. To understand why I speak with Dr. Laqiqige Zhu (Zhula) from Trinity College Dublin. She shares key findings from her extensive research into why Irish farmers hesitate to commit to afforestation, despite strong financial incentives. Drawing on her surveys and in-depth interviews with farmers, Zhula explains how Irish landowners aren't anti-forestry but that the state must do much more to convince farmers to plant. The discussion reveals insights into farming identity, community influence, loss of trust in the Forestry Service and why many farmers simply choose to “wait” rather than plant now. Zhula also shares grounds for optimism as many farmers express a strong desire to be involved in climate solutions, especially if payment for ecosystem services become available.

    Key Points:

    Farmers are making rational decisions within a system that currently rewards flexibility, certainty, and short-term returns over long-term environmental benefits.
    Forestry is seen as a permanent, restrictive, irreversibly land use.
    Long timeframes, policy changes, and financial risks add uncertainty.
    Alternative land uses like leasing offer more flexibility, control and short-term returns.
    Farmers want to be involved in the solutions and are keenly awaiting how carbon credits and payments for ecosystem services evolve.


    Quotes from Interviews with Farmers:

    "Land rental and the income from land rental is income tax exempt.... that’s actually killing forestry in a way."
    One farmer speaking about a new afforestation application - "They're afraid I'm going to plant at the road..... everyone objects, it's a kind of natural pastime for us here..."
    "The premium is not index-linked, so inflation reduces its value."
    Another farmer replied - "What you’re doing to the future generations is dictating to them that the land is in forestry."


    The ForestryNow podcast newsletter signup
    Contact Dermot: forestrynowpodcast@gmail.com
    Sponsor Link: www.forestsales.ie


    Links:

    Dr Laqiqige Zhu (Zhula) on Linkedin.
    https://www.linkedin.com/in/laqiqige-zhu-281602b5/
    The Forest Multidisciplinary Project at TCD
    https://www.tcd.ie/trinityhaus/research-areas/climate-action-and-sustainability/forest/
    Links to some of Zhula's research (co written by Martha O'Hagan-Luff).
    Valuing the Invaluable, a review of economic valuations of forest biodiversity
    https://www.sciencedirect.com/science/article/pii/S221204162600015X
    Investigating barriers to afforestation in Ireland: Insights from a choice experiment survey
    https://www.sciencedirect.com/science/article/abs/pii/S1389934125002667

    Chapters:
    00:00 Introduction to Forestry and Research Context

    01:18 Understanding Farmers' Reluctance to Afforestation

    03:22 Irreversibility: Farmers' Concerns and Perspectives

    11:33 Uncertainty in Afforestation Decisions

    20:31 Flexibility and Alternative Land Uses

    27:41 Future Opportunities: Ecosystem Payments and Biodiversity

    34:43 Policy Implications and Recommendations
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    46 分
  • How Forestry Lost the PR Battle with Peter Hasulyó

    How Forestry Lost the PR Battle with Peter Hasulyó
    2026/03/30
    In this episode, I speak with forestry engineer and analyst Peter Hasulyó about one of the sector’s biggest blind spots: communication. Despite decades of progress in sustainable forest management, the forestry industry has struggled to win public trust.Peter explains how a lack of proactive storytelling allowed others to shape the narrative—often inaccurately—leading to confusion between sustainable forestry and deforestation. The discussion explores why perception matters as much as practice, how NGOs filled the communication gap, and why forestry must rethink how it engages with the public.We also examine real-world consequences of this PR failure, including regulatory pressure, declining trust, and misunderstandings about timber production, clear-felling, and plantations.Key Topics Covered Why forestry lost the public perception battle. The communication gap and its consequences. Clear-felling vs deforestation: why the public confuses them. Forestry as an “open factory” The role of NGOs and how emotional storytelling beats data. Why timber production is misunderstood—but essential. Plantation forestry vs nature conservation. Historical mistakes and their lasting reputational impact. Regulation (EUDR) as a consequence of lost trust. How the industry can rebuild credibility.Quotes:"NGOs filled the storytelling gap about forestry.""We gave them FSC labels. They (NGO's) gave them baby orangutans. We lost.""An open factory approach can help educate the public..""If you don't cut wood locally and source it sustainably, it's going to be sourced from somewhere else in the world, which doesn't have as strict regulation..."The ForestryNow newsletter signupforestrynowpodcast@gmail.comLinks:Peter on Linkedinhttps://www.linkedin.com/in/peterhasulyo/The Forestry Briefhttps://forestrybrief.com/The PR Battle Forestry Never Foughthttps://www.fordaq.com/news/The_PR_battle_forestry_never_111884.htmlWWF Hungaryhttps://wwf.hu/Chapters[0:00:00] – Introduction to Forestry Now and Peter HoshuDermot McNally opens the Forestry Now podcast, introducing the show’s focus on profitable, sustainable forest management and his guest, Peter Hoshu, a licensed forest engineer and founder of Forestry Brief, a European forestry intelligence and newsletter service.[0:01:14] – What Is Forestry Brief and the European Forestry Pulse?Peter outlines Forestry Brief as an evolving intelligence service built around his twice‑weekly newsletter, the European Forestry Pulse, which tracks developments in European forestry alongside key trends in North America.[0:01:48] – The PR Battle Forestry Never FoughtDermot introduces Peter’s article, “The PR Battle Forestry Never Fought,” and asks why a renewable, carbon‑storing sector lost the perception battle in the 1990s, with Peter arguing that forestry failed to explain its work and impact to the public.[0:02:29] – Communication Vacuum and Storytelling PowerPeter explains how foresters assumed “sustainability would speak for itself,” leaving a communication vacuum that was filled by others; he stresses that in a media‑driven world it’s not enough to be sustainable, you must also be perceived as such through clear value‑driven communication.[0:04:16] – How NGOs Won Hearts with Emotion, Not DataPeter describes how nature NGOs, often founded or staffed by journalists, excel at emotional storytelling rather than technical explanations, using simple, visceral narratives that resonate far more than yield tables, certifications, or Excel‑driven arguments from the forestry side.[0:06:22] – Greenpeace, Baby Orangutans, and Media OpticsUsing Greenpeace as an example, Peter contrasts powerful visuals—such as activists confronting whalers or orphaned orangutans losing habitat—with forestry’s dry imagery of labels and tables, noting how these emotionally charged images shape public perception even when contexts differ between places like Borneo and Europe.[0:07:23] – Clearfelling vs. Deforestation: Same Image, Different RealityPeter explains how the public often conflates clear‑cut harvesting with deforestation because the initial image—a “scarred” landscape—is identical, and argues that foresters failed to communicate what happens next: replanting, regrowth, and the emergence of a new forest over subsequent decades.[0:09:24] – The Open Factory and the “Dead Forest” ConceptBuilding on Dermot’s point about shocking clear‑fell images, Peter introduces forests as an “open factory” that the public can walk into, and explains his “dead forest” idea: harvested timber as the indispensable, often invisible counterpart to the “living forest” that provides everyday products like furniture, houses, and packaging.[0:11:23] – Long Rotations, EV Analogies, and Global LeakagePeter highlights how long rotation cycles (30–100+ years) are hard for the public to grasp, and warns that if societies refuse local harvesting while still...
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    39 分