00:00:01.479 --> 00:00:04.930
[CROAKING]

00:00:11.340 --> 00:00:12.810
- Buyer Be Fair--

00:00:12.810 --> 00:00:15.240
the Promise of
Product Certification

00:00:15.240 --> 00:00:19.448
was made possible by funding
from the Ford Foundation.

00:00:19.448 --> 00:00:22.836
[ELECTRONIC POP MUSIC]

00:00:33.510 --> 00:00:35.100
- There's no doubt about it--

00:00:35.100 --> 00:00:38.850
world trade is bringing
all of us closer together.

00:00:38.850 --> 00:00:42.210
Never have so many products
from so many places

00:00:42.210 --> 00:00:44.700
competed for our attention.

00:00:44.700 --> 00:00:49.048
So much wealth, so
much choice, and yet.

00:00:49.048 --> 00:00:52.872
[PROTESTERS CHANTING]

00:00:52.872 --> 00:00:57.190
- This is a peaceful protest!

00:00:57.190 --> 00:00:59.980
- As globalization's
critics remind us,

00:00:59.980 --> 00:01:02.920
half the world's people
remain desperately poor.

00:01:06.200 --> 00:01:10.790
Their misery and our insatiable
passion for resources

00:01:10.790 --> 00:01:17.660
threaten land, air, forests,
water, and even life itself.

00:01:17.660 --> 00:01:22.970
But what if our purchases
could actually improve things?

00:01:22.970 --> 00:01:26.570
What if we could shop
with a conscience?

00:01:26.570 --> 00:01:29.960
Might something as simple
as a label on a product help

00:01:29.960 --> 00:01:34.490
change the legacy we leave
for generations to come?

00:01:34.490 --> 00:01:37.400
- I believe consumers in the
United States and in Europe

00:01:37.400 --> 00:01:40.580
are a sleeping giant.

00:01:40.580 --> 00:01:43.430
They have tremendous
power to affect change

00:01:43.430 --> 00:01:46.020
through their
purchasing decisions.

00:01:46.020 --> 00:01:48.110
So if we can awaken
the sleeping giant,

00:01:48.110 --> 00:01:50.510
we can transform society.

00:01:50.510 --> 00:01:54.358
We can truly
transform the market.

00:01:54.358 --> 00:01:57.844
[UPLIFTING MUSIC]

00:02:09.796 --> 00:02:13.282
[MARIACHI MUSIC]

00:02:30.280 --> 00:02:33.270
- The state of Oaxaca
in southern Mexico

00:02:33.270 --> 00:02:35.490
is a land of contrast.

00:02:35.490 --> 00:02:42.640
With its bustling capital
city, colorful celebrations,

00:02:42.640 --> 00:02:47.260
rugged relief,
stunning seascapes,

00:02:47.260 --> 00:02:51.160
dense forests supporting one
of the world's most diverse

00:02:51.160 --> 00:02:55.240
songbird populations.

00:02:55.240 --> 00:03:00.700
Yet Oaxaca is a place where
poverty is always nearby.

00:03:00.700 --> 00:03:03.490
Here, where temperate
zone and tropics merge,

00:03:03.490 --> 00:03:10.180
lies a land once isolated, now
tightly connected to each twist

00:03:10.180 --> 00:03:13.310
of the global economy.

00:03:13.310 --> 00:03:17.698
This is a place where
new ideas are emerging.

00:03:17.698 --> 00:03:21.177
[MARIACHI MUSIC]

00:03:28.140 --> 00:03:30.060
- The coffee sure
looks appealing

00:03:30.060 --> 00:03:33.030
at Cafe Antigua in Oaxaca City.

00:03:33.030 --> 00:03:36.060
Owner Diego Woolrich
spends 60 hours a week

00:03:36.060 --> 00:03:39.750
serving his customers, while
wishing he was somewhere else--

00:03:39.750 --> 00:03:44.070
back where his delicious
Arabica beans were grown.

00:03:44.070 --> 00:03:47.220
Woolrich owns a coffee
plantation hours away

00:03:47.220 --> 00:03:48.880
in the mountains.

00:03:48.880 --> 00:03:52.030
[SPEAKING SPANISH]

00:03:52.030 --> 00:03:54.030
- (VOICEOVER) The low
prices on the world market

00:03:54.030 --> 00:03:58.230
make it impossible to survive
just by producing coffee.

00:03:58.230 --> 00:04:00.270
- It often costs
Diego Woolrich more

00:04:00.270 --> 00:04:04.050
to cultivate his beans
that he can sell them for.

00:04:04.050 --> 00:04:05.970
If he didn't own
this coffee house,

00:04:05.970 --> 00:04:09.663
he would have to
abandon his plantation.

00:04:09.663 --> 00:04:13.030
[MOURNFUL MUSIC]

00:04:16.410 --> 00:04:19.680
Then soon, it would
look like this.

00:04:24.190 --> 00:04:27.470
Not long ago, hundreds of
people made a living here.

00:04:27.470 --> 00:04:30.700
Alemania Plantation was
once a whole town unto

00:04:30.700 --> 00:04:39.240
itself with its own city hall
and brightly-painted church.

00:04:39.240 --> 00:04:46.080
Now, Alemania is deserted, its
workers scattered to the winds.

00:04:46.080 --> 00:04:50.430
Even the dishes
were left unwashed.

00:04:50.430 --> 00:04:54.630
Up the road is another
plantation, likewise abandoned.

00:04:54.630 --> 00:04:59.790
Their grand patios, once covered
by coffee beans, are empty now.

00:04:59.790 --> 00:05:02.670
Neither place could compete
with the cheap beans that

00:05:02.670 --> 00:05:06.240
flooded the market when two
countries, Brazil and Vietnam,

00:05:06.240 --> 00:05:09.235
dramatically increased
their coffee production.

00:05:09.235 --> 00:05:11.610
- The coffee coming out of
Brazil and Vietnam tends to be

00:05:11.610 --> 00:05:16.890
fairly low-quality, so it's
going into canned coffees.

00:05:16.890 --> 00:05:20.370
But those coffees have created
an oversupply situation

00:05:20.370 --> 00:05:22.560
globally, which has
led to plummeting

00:05:22.560 --> 00:05:25.560
coffee prices for all growers.

00:05:25.560 --> 00:05:28.170
- Not only plantations
are in trouble.

00:05:28.170 --> 00:05:31.170
- Most coffee farmers
are very small growers,

00:05:31.170 --> 00:05:34.680
family farmers that grow
coffee on one, two, three

00:05:34.680 --> 00:05:36.150
acres of land.

00:05:36.150 --> 00:05:37.950
- And they've never had it easy.

00:05:37.950 --> 00:05:41.580
Poor and isolated, they sell
their beans to middlemen--

00:05:41.580 --> 00:05:43.230
coyotes, they call them--

00:05:43.230 --> 00:05:44.895
who earn a lion's
share of the profits.

00:05:48.300 --> 00:05:51.570
- Now add on that the
current coffee crisis,

00:05:51.570 --> 00:05:54.990
and what you have is a truly
dramatic and chilling tale

00:05:54.990 --> 00:05:56.391
of human suffering.

00:06:00.810 --> 00:06:05.280
- So what do coffee farmers do?

00:06:05.280 --> 00:06:09.840
Either they abandon their
land and go somewhere else

00:06:09.840 --> 00:06:11.460
looking for a job--

00:06:11.460 --> 00:06:16.830
Mexico City or even
the United States--

00:06:16.830 --> 00:06:23.910
or they start clearing,
cutting down the shade coffee

00:06:23.910 --> 00:06:30.270
forest to grow maize, beans
for subsistence, cattle,

00:06:30.270 --> 00:06:31.920
you name it.

00:06:31.920 --> 00:06:33.480
- As she studies
these developments,

00:06:33.480 --> 00:06:38.810
Mexican ecologist Beatriz Avalos
grows increasingly worried.

00:06:38.810 --> 00:06:40.710
- If things continue
as they are,

00:06:40.710 --> 00:06:45.090
then what we will see happening
is the total destruction

00:06:45.090 --> 00:06:51.330
of all of these forests
with irreversible damages

00:06:51.330 --> 00:06:58.590
to biodiversity, to the
soil, tremendous erosion.

00:06:58.590 --> 00:07:01.170
The aquifers will
all dry up, so we

00:07:01.170 --> 00:07:04.740
will have a big water problem.

00:07:04.740 --> 00:07:07.810
- More than land and
water are at stake.

00:07:07.810 --> 00:07:12.330
- The peoples suddenly are
left with nothing and therefore

00:07:12.330 --> 00:07:14.780
nothing to lose.

00:07:14.780 --> 00:07:18.050
The immediate
consequences of that

00:07:18.050 --> 00:07:21.800
may be very radical, in
terms of social and political

00:07:21.800 --> 00:07:23.120
instability.

00:07:23.120 --> 00:07:26.030
And we know what can happen
with social and political

00:07:26.030 --> 00:07:27.633
instability.

00:07:27.633 --> 00:07:28.800
- It's a troubling scenario.

00:07:32.000 --> 00:07:34.350
But less than an
hour by dirt road

00:07:34.350 --> 00:07:38.508
from the abandoned plantations,
the news is quite different.

00:07:43.490 --> 00:07:46.850
For the first time ever,
the tiny outpost of Xanica

00:07:46.850 --> 00:07:50.020
has a store.

00:07:50.020 --> 00:07:54.380
There is a new grinder
for making cornmeal.

00:07:54.380 --> 00:07:59.240
For the coffee farmer José
Vasquez, his wife Catalina,

00:07:59.240 --> 00:08:02.080
and their seven children, life
is actually looking brighter.

00:08:04.970 --> 00:08:08.330
They are still poor
but earning much more

00:08:08.330 --> 00:08:11.495
now thanks to a program
called Fair Trade.

00:08:15.080 --> 00:08:18.350
Each morning, José loads his
burrow for the trek to a steep

00:08:18.350 --> 00:08:20.650
ridge where his
coffee trees grow.

00:08:23.610 --> 00:08:26.040
With other scattered
villagers of Xanica,

00:08:26.040 --> 00:08:29.700
José belongs to a cooperative
called La Trinidad.

00:08:29.700 --> 00:08:32.400
Like many similar
cooperatives around the world,

00:08:32.400 --> 00:08:36.450
La Trinidad sells much of its
coffee for premium Fair Trade

00:08:36.450 --> 00:08:38.370
prices that are
higher than those

00:08:38.370 --> 00:08:40.710
offered on the world market.

00:08:40.710 --> 00:08:44.490
Sometimes, the Fair Trade price
is double the world market

00:08:44.490 --> 00:08:48.570
price, and because most of La
Trinidad's coffee is organic,

00:08:48.570 --> 00:08:52.750
it brings an additional premium
of several cents a pound.

00:08:52.750 --> 00:08:55.985
[SPEAKING SPANISH]

00:08:55.985 --> 00:08:57.360
- (VOICEOVER) Fair
Trade has done

00:08:57.360 --> 00:08:59.430
a lot for me and my family.

00:08:59.430 --> 00:09:01.830
We're better off.

00:09:01.830 --> 00:09:04.050
Before, I didn't even
have a drying patio.

00:09:07.980 --> 00:09:12.915
We were selling cheaply, and now
we're getting a better price.

00:09:12.915 --> 00:09:16.290
It's changed the
whole community a lot.

00:09:16.290 --> 00:09:18.750
I say, thank you to those
in the United States

00:09:18.750 --> 00:09:22.065
who buy the coffee from us
because this helps us succeed.

00:09:25.300 --> 00:09:27.580
- It's hard to see
José's coffee plants,

00:09:27.580 --> 00:09:31.630
so lush and diverse is
the surrounding canopy.

00:09:31.630 --> 00:09:34.780
His coffee is shade-grown,
preserving the forest,

00:09:34.780 --> 00:09:38.385
preventing erosion, and ensuring
the survival of wildlife.

00:09:41.090 --> 00:09:43.660
- We love to tell the
story of shade-grown coffee

00:09:43.660 --> 00:09:47.410
because there's hardly ever
the chance for a person living

00:09:47.410 --> 00:09:51.790
in suburban America to directly
help conservation of habitat

00:09:51.790 --> 00:09:54.145
for migratory birds.

00:09:54.145 --> 00:09:57.250
But if you buy
shade-grown coffee,

00:09:57.250 --> 00:10:01.600
you're actually helping
to conserve habitat.

00:10:01.600 --> 00:10:03.730
[SPEAKING SPANISH]

00:10:03.730 --> 00:10:05.650
- Development
economist Matt Warning

00:10:05.650 --> 00:10:09.790
first came to the village
of Xanica in 2000.

00:10:09.790 --> 00:10:12.430
At the time, the
poverty here was as bad

00:10:12.430 --> 00:10:15.450
as he had seen anywhere.

00:10:15.450 --> 00:10:20.200
- When I went down to Mexico and
began doing research on coffee,

00:10:20.200 --> 00:10:22.540
I learned that the Fair
Trade movement was working

00:10:22.540 --> 00:10:24.740
to try and improve the
livelihood of farmers,

00:10:24.740 --> 00:10:27.670
and I was so impressed
with the difference

00:10:27.670 --> 00:10:30.520
that this whole Fair
Trade approach was making

00:10:30.520 --> 00:10:34.300
in the lives of these farmers
that I got hooked on it

00:10:34.300 --> 00:10:39.790
and decided to pursue this as
my primary focus of my research.

00:10:39.790 --> 00:10:44.890
- So he's been coming back to
Xanica for the last five years.

00:10:44.890 --> 00:10:46.840
- I've seen really
remarkable changes

00:10:46.840 --> 00:10:50.610
that have been brought
about by Fair Trade.

00:10:50.610 --> 00:10:55.000
- There is a new carpentry shop,
beehives so the villagers can

00:10:55.000 --> 00:10:58.390
sell honey, and even a
new nursery to develop

00:10:58.390 --> 00:11:00.370
better-tasting coffee.

00:11:00.370 --> 00:11:03.060
- They've engaged in a number
of different projects associated

00:11:03.060 --> 00:11:06.100
with Fair Trade, and
clearly, just the difference

00:11:06.100 --> 00:11:09.788
in their standard of
living is really obvious.

00:11:09.788 --> 00:11:13.380
[FESTIVE MUSIC]

00:11:13.380 --> 00:11:17.010
- In the plaza at Los
Naranjos, another Oaxacan town,

00:11:17.010 --> 00:11:20.000
children celebrate
a Mexican holiday.

00:11:20.000 --> 00:11:24.158
But these villagers have more
tangible things to cheer about.

00:11:24.158 --> 00:11:27.546
[MARIACHI MUSIC]

00:11:37.730 --> 00:11:41.730
Though much larger, wealthier,
and less isolated than Xanica,

00:11:41.730 --> 00:11:46.850
Los Naranjos is also part of
that La Trinidad cooperative.

00:11:46.850 --> 00:11:51.170
And it, too, is a place
transformed by Fair Trade.

00:11:51.170 --> 00:11:54.470
As in Xanica, coffee
farmers in Los Naranjos

00:11:54.470 --> 00:11:58.940
own only small parcels
of land, but they also

00:11:58.940 --> 00:12:01.850
sell their beans for
Fair Trade prices

00:12:01.850 --> 00:12:05.990
and earn the
premium for organic.

00:12:05.990 --> 00:12:08.720
Individual growers
receive about 2/3

00:12:08.720 --> 00:12:12.680
of the Fair Trade
price for their beans.

00:12:12.680 --> 00:12:14.840
The rest goes to
the cooperative.

00:12:14.840 --> 00:12:17.370
Members decide how to
spend the community funds.

00:12:21.670 --> 00:12:23.740
In Los Naranjos,
they voted to use

00:12:23.740 --> 00:12:27.070
some of the money to restore
the town's crumbling cathedral.

00:12:30.760 --> 00:12:35.310
Fair Trade profits also helped
build a new coffee storehouse.

00:12:35.310 --> 00:12:37.540
The cooperative
bought a copy machine

00:12:37.540 --> 00:12:40.870
so villagers don't have to
travel four hours to duplicate

00:12:40.870 --> 00:12:42.430
important documents.

00:12:42.430 --> 00:12:45.160
There's even a shiny new
truck to take their coffee

00:12:45.160 --> 00:12:46.390
to the mill.

00:12:46.390 --> 00:12:49.600
And, as in Xanica,
a coffee nursery

00:12:49.600 --> 00:12:52.810
because buyers will only
pay Fair Trade prices

00:12:52.810 --> 00:12:55.710
for premium-quality beans.

00:12:55.710 --> 00:12:57.670
- Do you think consumers
really like this sort

00:12:57.670 --> 00:12:58.720
of flavor profile?

00:12:58.720 --> 00:13:01.330
- Four hours away,
in Oaxaca City,

00:13:01.330 --> 00:13:05.650
buyers from the United States
taste coffees from La Trinidad.

00:13:05.650 --> 00:13:08.320
It's called a cupping.

00:13:08.320 --> 00:13:10.050
- Organically produce that.

00:13:10.050 --> 00:13:14.530
- Jorge Cuevas was trained in
economics in the United States.

00:13:14.530 --> 00:13:18.250
- In order to separate, you
must hold the coffee longer.

00:13:18.250 --> 00:13:20.350
- But he returned
home to Mexico,

00:13:20.350 --> 00:13:23.080
eager to put his
knowledge to work.

00:13:23.080 --> 00:13:26.650
Now, he's a partner in
Sustainable Origins, a company

00:13:26.650 --> 00:13:31.270
that connects coffee buyers with
Fair Trade and organic growers.

00:13:31.270 --> 00:13:36.490
After the cupping, he will
take the group to Los Naranjos.

00:13:36.490 --> 00:13:38.712
- By bringing
buyers here, we make

00:13:38.712 --> 00:13:40.420
sure that they understand
the work we do.

00:13:40.420 --> 00:13:44.500
So they get a full grasp of
the origins of their coffee,

00:13:44.500 --> 00:13:47.420
and it's easier for
them to sell it.

00:13:47.420 --> 00:13:49.100
There's a personality
behind, there's

00:13:49.100 --> 00:13:51.750
a story behind the product.

00:13:51.750 --> 00:13:53.870
And if people see
that by themselves,

00:13:53.870 --> 00:13:56.270
it's easier for
them to explain it

00:13:56.270 --> 00:13:57.832
and to promote their coffees.

00:13:57.832 --> 00:13:58.790
People have to live it.

00:13:58.790 --> 00:13:59.623
They have to fit it.

00:13:59.623 --> 00:14:02.720
They have to sit in
a dirt floor and feel

00:14:02.720 --> 00:14:04.970
the warmth of the
people welcoming them,

00:14:04.970 --> 00:14:06.890
to go back reenergized
and say, OK, we're

00:14:06.890 --> 00:14:08.870
fully committed to
helping these farmers

00:14:08.870 --> 00:14:10.550
because they produce
excellent coffee,

00:14:10.550 --> 00:14:11.600
but also I know them now.

00:14:11.600 --> 00:14:12.500
I know the faces.

00:14:12.500 --> 00:14:14.180
I remember those pictures.

00:14:14.180 --> 00:14:16.610
I make that connection.

00:14:16.610 --> 00:14:19.850
It strengthens our
ability to find the best

00:14:19.850 --> 00:14:24.728
possible conditions and prices
for the coffee for the farmers.

00:14:24.728 --> 00:14:28.102
[UPLIFTING MUSIC]

00:14:33.900 --> 00:14:38.580
- The sale of fair trade coffee
actually began two decades ago

00:14:38.580 --> 00:14:43.600
here at the Max Havelaar
Foundation in the Netherlands.

00:14:43.600 --> 00:14:47.960
- It all started in 1987 with a
group of Mexican coffee farmers

00:14:47.960 --> 00:14:53.420
in Oaxaca who wanted to
sell more of their coffee

00:14:53.420 --> 00:14:56.120
to the supermarkets
for better prices.

00:14:56.120 --> 00:14:57.820
They were part of a
cooperative called

00:14:57.820 --> 00:15:02.690
Uciri led by a Dutch priest
named Frans van der Hoff.

00:15:02.690 --> 00:15:05.180
Without support from his
church, Father van der Hoff

00:15:05.180 --> 00:15:10.050
came to Mexico in 1980 to live
and work with poor farmers.

00:15:10.050 --> 00:15:14.960
- There was not only poverty
but real, real misery.

00:15:14.960 --> 00:15:18.440
As a worker priest, I
moved into the villages,

00:15:18.440 --> 00:15:22.590
and I was picking coffee
because I had also to live.

00:15:22.590 --> 00:15:27.290
We had the meeting
in '81 in a church

00:15:27.290 --> 00:15:30.470
to analyze what was going on.

00:15:30.470 --> 00:15:32.240
- Farmers agreed
that what they needed

00:15:32.240 --> 00:15:35.900
most was a fair price for
their coffee, one that covered

00:15:35.900 --> 00:15:38.090
production costs
and still left them

00:15:38.090 --> 00:15:40.250
money to support their families.

00:15:40.250 --> 00:15:44.390
Father van der Hoff took their
concerns back home to Holland.

00:15:44.390 --> 00:15:46.250
- We don't want charity.

00:15:46.250 --> 00:15:49.130
We want a just market.

00:15:49.130 --> 00:15:54.280
Fair Trade is about justice.

00:15:54.280 --> 00:15:56.600
It's about dignity.

00:15:56.600 --> 00:15:59.180
It's about empowerment.

00:15:59.180 --> 00:16:01.880
Justice in the marketplace--

00:16:01.880 --> 00:16:06.710
that means that cost
of production at least

00:16:06.710 --> 00:16:08.780
has to be paid.

00:16:08.780 --> 00:16:10.580
The farmer has a family.

00:16:10.580 --> 00:16:13.820
He has to have
upkeep of the family.

00:16:13.820 --> 00:16:17.945
So that has to be part of
the cost of your product.

00:16:20.630 --> 00:16:23.390
- His request was initially
rejected by big coffee

00:16:23.390 --> 00:16:25.700
companies, but a
few Dutch activists

00:16:25.700 --> 00:16:28.040
were energized by the idea.

00:16:28.040 --> 00:16:30.830
They started the Max
Havelaar Foundation

00:16:30.830 --> 00:16:33.310
to promote the
concept of Fair Trade.

00:16:33.310 --> 00:16:35.990
- But we said, there are
consumers out there who

00:16:35.990 --> 00:16:37.850
are ready to do that,
who are ready to pay

00:16:37.850 --> 00:16:41.565
more if they know that the
producer gets a better price.

00:16:41.565 --> 00:16:45.110
But then have to make it
recognizable for them.

00:16:45.110 --> 00:16:48.050
And then came the
idea of certification.

00:16:48.050 --> 00:16:51.050
Putting the label on
a package on the shelf

00:16:51.050 --> 00:16:54.020
in the supermarket.

00:16:54.020 --> 00:16:56.630
[SPEAKING DUTCH]

00:16:56.630 --> 00:16:58.370
- Eventually,
several Dutch firms

00:16:58.370 --> 00:17:01.190
began buying coffee with
the Max Havelaar label,

00:17:01.190 --> 00:17:04.410
indicating that farmers
were earning higher prices.

00:17:04.410 --> 00:17:08.270
Now, polls showed that
92% of Dutch consumers

00:17:08.270 --> 00:17:11.510
know what the label means, and
many look for it before they

00:17:11.510 --> 00:17:12.260
buy.

00:17:12.260 --> 00:17:14.510
- Conservative people like it.

00:17:14.510 --> 00:17:16.020
Liberal people like it.

00:17:16.020 --> 00:17:17.470
Socialist people like it.

00:17:17.470 --> 00:17:19.433
They all find something in it.

00:17:19.433 --> 00:17:22.814
[IRISH MUSIC]

00:17:26.200 --> 00:17:28.715
- That's even more true
in the United Kingdom.

00:17:28.715 --> 00:17:32.040
[SHOUTING]

00:17:36.330 --> 00:17:38.910
In many ways, Garstang,
near Lancaster,

00:17:38.910 --> 00:17:41.070
is a typical English village.

00:17:41.070 --> 00:17:45.150
But in one way,
Garstang is special.

00:17:45.150 --> 00:17:49.050
Garstang calls itself the
world's first Fair Trade town.

00:17:52.501 --> 00:17:56.330
Fair Trade labels are to be
found on products everywhere

00:17:56.330 --> 00:17:58.190
throughout the village.

00:17:58.190 --> 00:18:00.770
Shoppers purchase
them with pride.

00:18:00.770 --> 00:18:02.900
- We only have a
population of 5,000 people.

00:18:02.900 --> 00:18:05.390
Very, very small
town, but it just

00:18:05.390 --> 00:18:07.790
goes to show that a small
town can have a large impact.

00:18:11.180 --> 00:18:14.810
- It all began with the
efforts of a single individual.

00:18:14.810 --> 00:18:17.750
- I have always been
considered an idealist.

00:18:17.750 --> 00:18:19.460
I think you need to have ideals.

00:18:19.460 --> 00:18:21.810
You need to believe
that things will happen.

00:18:21.810 --> 00:18:23.930
I once heard that a
child dies every four

00:18:23.930 --> 00:18:25.850
seconds from poverty.

00:18:25.850 --> 00:18:30.050
Now, in all honesty, I cannot
go to bed at night and sleep

00:18:30.050 --> 00:18:34.130
soundly thinking that I'm not
doing anything about that.

00:18:34.130 --> 00:18:38.052
So I think we all need
to do what we can.

00:18:38.052 --> 00:18:40.010
- And then they asked
for a whole series of how

00:18:40.010 --> 00:18:43.190
they can help because
things like making--

00:18:43.190 --> 00:18:47.090
- Bruce Crowther learned about
Fair Trade in the early 1990s.

00:18:47.090 --> 00:18:48.680
At first, he was
able to convince

00:18:48.680 --> 00:18:51.230
only a few fellow
citizens to get involved.

00:18:51.230 --> 00:18:53.930
- I have to say in the early
days, it was quite frustrating.

00:18:53.930 --> 00:18:56.272
Eventually, we decided to bring
everybody together into a room

00:18:56.272 --> 00:18:57.730
and give them a
meal, and we didn't

00:18:57.730 --> 00:19:00.860
want to ask them to pay for
anything or to donate anything.

00:19:00.860 --> 00:19:03.520
We just asked them to pledge
to support Fair Trade.

00:19:03.520 --> 00:19:05.550
And that was very successful.

00:19:05.550 --> 00:19:07.410
And all the churches
came on board.

00:19:07.410 --> 00:19:09.817
The Council became
more interested,

00:19:09.817 --> 00:19:11.900
and the businesses became
interested, and schools,

00:19:11.900 --> 00:19:13.580
and they all signed
a pledge form

00:19:13.580 --> 00:19:15.920
saying that they would
support Fair Trade.

00:19:15.920 --> 00:19:20.840
- 90% of Garstang's
businesses joined in.

00:19:20.840 --> 00:19:23.900
- And then at a public
meeting in April 2000,

00:19:23.900 --> 00:19:25.490
the people of Garstang
actually voted

00:19:25.490 --> 00:19:29.000
to make Garstang
a Fair Trade town.

00:19:29.000 --> 00:19:31.100
- In Garstang's
schools, Fair Trade

00:19:31.100 --> 00:19:35.180
is part of the curriculum, and
children write poems about it.

00:19:35.180 --> 00:19:39.590
- The cocoa farmers spend their
day like slaves on their farms,

00:19:39.590 --> 00:19:41.300
and by the end,
they have nothing

00:19:41.300 --> 00:19:44.270
to spend with aching
legs and arms.

00:19:44.270 --> 00:19:47.330
If you buy Fair Trade,
more money is made.

00:19:47.330 --> 00:19:49.910
The farmers get more
for their crops.

00:19:49.910 --> 00:19:53.270
It's easy to do,
so why don't you?

00:19:53.270 --> 00:19:56.190
As the farmers look
towards the setting sun,

00:19:56.190 --> 00:19:59.090
the harvest is picked,
and the work is done.

00:19:59.090 --> 00:20:01.730
They look with a tear
as some money appears,

00:20:01.730 --> 00:20:04.910
and they quietly
thank Fair Trade.

00:20:04.910 --> 00:20:07.100
- When Garstang became
a Fair Trade town,

00:20:07.100 --> 00:20:08.900
the British Fair
Trade Foundation

00:20:08.900 --> 00:20:12.320
developed criteria to allow
other towns, including

00:20:12.320 --> 00:20:17.630
Cardiff, Edinburgh, and even
London to follow its example.

00:20:17.630 --> 00:20:20.510
It's something Bruce Crowther
could scarcely have imagined

00:20:20.510 --> 00:20:23.110
when he started his campaign.

00:20:23.110 --> 00:20:25.400
- And I really do believe
now that it's possible,

00:20:25.400 --> 00:20:27.410
that one day we'll
have a world where

00:20:27.410 --> 00:20:31.760
we'll have Fair Trade towns and
cities throughout the world.

00:20:31.760 --> 00:20:33.970
- Maybe even in
the United States,

00:20:33.970 --> 00:20:38.120
where interest in Fair
Trade is growing steadily,

00:20:38.120 --> 00:20:40.880
supported by an Oakland,
California organization

00:20:40.880 --> 00:20:44.720
called TransFair USA.

00:20:44.720 --> 00:20:48.050
TransFair's founder, Paul
Rice, brought the idea home

00:20:48.050 --> 00:20:51.530
from Central America.

00:20:51.530 --> 00:20:54.830
- I lived and worked in
Nicaragua for 11 years and had

00:20:54.830 --> 00:20:57.560
a chance to work with a Fair
Trade co-op that was just

00:20:57.560 --> 00:21:01.120
getting started in
Nicaragua in 1990.

00:21:01.120 --> 00:21:04.820
- Rice started Transfer
USA to certify coffees

00:21:04.820 --> 00:21:06.740
and some other
products, allowing them

00:21:06.740 --> 00:21:09.380
to use its label for promotion.

00:21:09.380 --> 00:21:11.570
The label assures
customers that the product

00:21:11.570 --> 00:21:14.060
has been purchased
at Fair Trade prices

00:21:14.060 --> 00:21:16.370
from small farmers or artisans.

00:21:16.370 --> 00:21:19.700
- It puts power in
the hands of consumers

00:21:19.700 --> 00:21:23.190
to vote for a better world
every time they go to the store.

00:21:23.190 --> 00:21:26.870
When Transfer USA
was founded in 1999,

00:21:26.870 --> 00:21:28.610
a small worker
cooperative called

00:21:28.610 --> 00:21:31.760
Equal Exchange was
the only Fair Trade

00:21:31.760 --> 00:21:33.680
company in the United States.

00:21:33.680 --> 00:21:36.410
Today, it's a different story.

00:21:36.410 --> 00:21:39.260
- We've signed up over
300 coffee companies,

00:21:39.260 --> 00:21:42.860
offering all kinds of coffees
throughout the country.

00:21:42.860 --> 00:21:46.730
We're in 20,000 retail
outlets now with Fair Trade

00:21:46.730 --> 00:21:50.420
coffee and tea and chocolate
and now fresh fruits as well.

00:21:50.420 --> 00:21:53.750
We're growing at an average
annual rate of about 50%

00:21:53.750 --> 00:21:54.574
a year.

00:21:54.574 --> 00:21:58.032
[LOUNGE MUSIC]

00:22:00.502 --> 00:22:02.853
- A grande capuccino.

00:22:02.853 --> 00:22:04.270
- How do you like
your capuccinos?

00:22:04.270 --> 00:22:06.380
Wet or dry?

00:22:06.380 --> 00:22:07.098
- Wet.

00:22:07.098 --> 00:22:08.930
- OK.

00:22:08.930 --> 00:22:11.580
- One Fair Trade
outlet is Caffe Ladro,

00:22:11.580 --> 00:22:17.520
recently voted favorite coffee
house in coffee-crazy Seattle.

00:22:17.520 --> 00:22:20.940
- Every bean that we
sell is triple-certified,

00:22:20.940 --> 00:22:23.910
so it's Fair Trade,
Transfer-certified Fair Trade,

00:22:23.910 --> 00:22:25.890
shade-grown, and organic.

00:22:25.890 --> 00:22:30.150
There's what I call a
win-win-win situation going on

00:22:30.150 --> 00:22:34.500
because the environment
is improved,

00:22:34.500 --> 00:22:38.990
the entire ecosystem, the
birds, and then with organic,

00:22:38.990 --> 00:22:41.280
the coffee itself is better.

00:22:41.280 --> 00:22:43.650
What we try to do
is keep it simple.

00:22:43.650 --> 00:22:47.380
What we talk about
is Fair Trade.

00:22:47.380 --> 00:22:49.900
- Jack Kelly started
buying Fair Trade beans

00:22:49.900 --> 00:22:52.810
when he learned that thousands
of small coffee producers

00:22:52.810 --> 00:22:55.690
were going broke.

00:22:55.690 --> 00:22:58.020
- You want to be able
to sleep well at night.

00:22:58.020 --> 00:23:02.050
If you can sleep well at
night, you've probably done OK.

00:23:02.050 --> 00:23:04.420
And I wasn't sleeping OK.

00:23:04.420 --> 00:23:06.640
I was tossing and
turning over this.

00:23:06.640 --> 00:23:11.170
I can't feel OK about
making my living off

00:23:11.170 --> 00:23:16.390
of someone else's
plight and making

00:23:16.390 --> 00:23:20.330
more money because of someone
else not making enough.

00:23:20.330 --> 00:23:22.270
- Thank you so much.

00:23:22.270 --> 00:23:24.280
- We changed our behavior.

00:23:24.280 --> 00:23:27.190
As a company, we bought
a more expensive coffee,

00:23:27.190 --> 00:23:30.670
and the profit went down
and all these things

00:23:30.670 --> 00:23:32.320
that everyone says you can't do.

00:23:32.320 --> 00:23:35.530
But people do it all the time.

00:23:35.530 --> 00:23:39.640
The decision was
very simple for me.

00:23:39.640 --> 00:23:44.020
- Now, even larger firms are
making the same decision.

00:23:44.020 --> 00:23:45.940
The Fair Trade
logo is prominently

00:23:45.940 --> 00:23:49.810
displayed at more than 100
Wild Oats supermarkets.

00:23:49.810 --> 00:23:52.960
- So you will see signs
throughout our store, education

00:23:52.960 --> 00:23:56.760
throughout our store that
talks about Fair Trade.

00:23:56.760 --> 00:23:58.990
- Perry Odak's sympathies
with Fair Trade

00:23:58.990 --> 00:24:02.590
came from growing up on
a struggling small farm.

00:24:02.590 --> 00:24:05.140
- We, as companies, should
not be making profits

00:24:05.140 --> 00:24:07.150
on the backs of small farmers.

00:24:07.150 --> 00:24:11.440
And I believe business
managers have a duty

00:24:11.440 --> 00:24:15.720
to do the right thing in
everything that they do.

00:24:15.720 --> 00:24:18.480
It's satisfying all the
stakeholders, not just

00:24:18.480 --> 00:24:20.820
the stockholders.

00:24:20.820 --> 00:24:24.210
Consumers will write to
us and tell us, thank you,

00:24:24.210 --> 00:24:27.600
Wild Oats, for doing
the right thing.

00:24:27.600 --> 00:24:30.930
- Besides coffee, Wild Oats now
carries many other Fair Trade

00:24:30.930 --> 00:24:34.200
products, and so far,
at least, consumers

00:24:34.200 --> 00:24:36.390
are willing to
pay more for them.

00:24:36.390 --> 00:24:39.930
- What we're seeing is
that our organic Fair Trade

00:24:39.930 --> 00:24:46.050
bananas outsell our
conventional bananas two to one.

00:24:46.050 --> 00:24:49.560
Our customers love Fair Trade.

00:24:49.560 --> 00:24:52.050
- Fair Trade is
not just a market.

00:24:52.050 --> 00:24:54.420
It's also a movement.

00:24:54.420 --> 00:24:57.150
Fair Trade has emerged as
the big issue on campuses

00:24:57.150 --> 00:24:58.470
around the country now.

00:24:58.470 --> 00:25:01.320
You have hundreds and hundreds
of university campuses

00:25:01.320 --> 00:25:03.370
that have now switched
to Fair Trade coffees.

00:25:03.370 --> 00:25:05.828
- Would you guys like to sign
a petition to keep Fair Trade

00:25:05.828 --> 00:25:08.400
coffee here in our cafe?

00:25:08.400 --> 00:25:10.350
- At the University
of Puget Sound,

00:25:10.350 --> 00:25:14.040
students petition their food
service to make the switch.

00:25:14.040 --> 00:25:16.710
- Our school is the
first in the Northwest

00:25:16.710 --> 00:25:21.000
to become Fair Trade certified.

00:25:21.000 --> 00:25:23.730
I think one of the great
successes of the Fair Trade

00:25:23.730 --> 00:25:28.410
coffee campaign overall has
been the addition of Fair Trade

00:25:28.410 --> 00:25:31.590
to the common vocabulary
of most people.

00:25:31.590 --> 00:25:32.130
- Fantastic.

00:25:32.130 --> 00:25:33.750
- And it makes it
that much easier

00:25:33.750 --> 00:25:36.600
to get people to sign a petition
or engage in conversation when

00:25:36.600 --> 00:25:41.170
they feel comfortable with
a term like Fair Trade.

00:25:41.170 --> 00:25:45.270
- Fair trade is an amazingly
uncontroversial subject.

00:25:45.270 --> 00:25:47.873
It's hard to find people that
will take a stand against it.

00:25:47.873 --> 00:25:50.040
I mean, just to start out,
what is it that you know?

00:25:50.040 --> 00:25:51.457
What do you know
about Fair Trade,

00:25:51.457 --> 00:25:52.790
in particular Fair Trade coffee?

00:25:52.790 --> 00:25:53.624
- It's like a brand.

00:25:53.624 --> 00:25:55.070
People are going to want that.

00:25:55.070 --> 00:25:59.010
And then, you don't have to
tax things, regulate things.

00:25:59.010 --> 00:26:01.598
You can let the market
decide through labeling.

00:26:01.598 --> 00:26:02.890
- Yeah, so it's a real market--

00:26:02.890 --> 00:26:04.500
- Many of Matt
Warning's students

00:26:04.500 --> 00:26:07.350
have become Fair
Trade activists.

00:26:07.350 --> 00:26:09.760
Concerned about poverty
and the environment,

00:26:09.760 --> 00:26:12.510
they see product certification
as a powerful way

00:26:12.510 --> 00:26:15.550
to bring their values
into the marketplace.

00:26:15.550 --> 00:26:20.050
- Good morning,
Weyerhauser shareholders!

00:26:20.050 --> 00:26:21.790
- That's why several
joined this rally

00:26:21.790 --> 00:26:25.190
outside the headquarters of
Weyerhauser, the giant timber

00:26:25.190 --> 00:26:25.690
company.

00:26:25.690 --> 00:26:27.010
- Wake up, Weyerhauser.

00:26:27.010 --> 00:26:28.330
Free coffee!

00:26:28.330 --> 00:26:31.330
- They want Weyerhauser to
stop cutting ancient trees

00:26:31.330 --> 00:26:34.510
and seek independent
certification for its logging

00:26:34.510 --> 00:26:35.732
practices.

00:26:35.732 --> 00:26:38.092
- Learn about old
growth logging!

00:26:38.092 --> 00:26:39.036
Get some coffee!

00:26:39.036 --> 00:26:40.930
Come on, guys!

00:26:40.930 --> 00:26:43.245
- Fair trade coffee
and the demands

00:26:43.245 --> 00:26:44.620
which we're making
on Weyerhauser

00:26:44.620 --> 00:26:47.770
are actually very
closely related.

00:26:47.770 --> 00:26:50.860
The responsibility of
corporations today, I believe,

00:26:50.860 --> 00:26:53.800
is to inform their consumers
where their products come from

00:26:53.800 --> 00:26:55.030
and how they were produced.

00:26:55.030 --> 00:26:58.404
[SAWS OPERATING]

00:27:01.296 --> 00:27:04.670
[TREE FALLING]

00:27:08.060 --> 00:27:11.570
- Like coffee, wood is one of
the world's top-selling trade

00:27:11.570 --> 00:27:14.459
goods and a magnet for conflict.

00:27:14.459 --> 00:27:17.882
[PROTESTORS CHANTING]

00:27:25.220 --> 00:27:28.190
By the early 1990s,
massive clear cutting

00:27:28.190 --> 00:27:30.230
of temperate and
tropical rain forests

00:27:30.230 --> 00:27:35.230
had produced a firestorm of
international controversy.

00:27:35.230 --> 00:27:38.680
In the Pacific Northwest,
the endangered spotted owl

00:27:38.680 --> 00:27:42.965
brought timber harvesting
nearly to a standstill.

00:27:42.965 --> 00:27:44.590
- I was heading up
the lobbying efforts

00:27:44.590 --> 00:27:49.750
on behalf of the industry, and
we were fighting the fight.

00:27:49.750 --> 00:27:53.280
And it was us versus
the environmentalists,

00:27:53.280 --> 00:27:57.490
and we really threw
that whole fight,

00:27:57.490 --> 00:27:59.480
we really lost that battle.

00:27:59.480 --> 00:28:02.680
- Logger's brand cream of
spotted owl soup t-shirts right

00:28:02.680 --> 00:28:03.180
here.

00:28:03.180 --> 00:28:07.600
- While some loggers chose
to mock the spotted owl,

00:28:07.600 --> 00:28:11.320
industry lobbyist David
Ford looked for compromise.

00:28:11.320 --> 00:28:14.320
He'd heard about a new
organization called the Forest

00:28:14.320 --> 00:28:16.240
Stewardship Council.

00:28:16.240 --> 00:28:19.240
The council, known
by its initials FSC,

00:28:19.240 --> 00:28:21.130
seeks to improve
timber management

00:28:21.130 --> 00:28:26.270
by certifying forests that
are sustainably managed.

00:28:26.270 --> 00:28:29.030
- This is the first tool I saw
come along in my 20-plus year

00:28:29.030 --> 00:28:31.200
career which I looked
at and said, hey,

00:28:31.200 --> 00:28:34.490
this might change the dynamic
of the discussion here.

00:28:34.490 --> 00:28:37.160
And it really has
become a passion for me

00:28:37.160 --> 00:28:39.470
to find ways to
use the marketplace

00:28:39.470 --> 00:28:42.830
to fundamentally drive change.

00:28:42.830 --> 00:28:46.310
- Since 1993, FSC
member organizations

00:28:46.310 --> 00:28:50.660
have gathered to set policies
for forest recertification.

00:28:50.660 --> 00:28:54.470
- It is essential
to further improve--

00:28:54.470 --> 00:28:57.930
- Today, the FSC is
composed of three groups--

00:28:57.930 --> 00:29:03.500
the economic, environmental,
and social chambers.

00:29:03.500 --> 00:29:05.990
- There are seven motions
where both the economic

00:29:05.990 --> 00:29:08.480
and the social chamber have
an opinion and the environment

00:29:08.480 --> 00:29:09.020
doesn't.

00:29:09.020 --> 00:29:11.600
- Over the years, these
competing stakeholders

00:29:11.600 --> 00:29:14.270
have struggled mightily
through countless meetings

00:29:14.270 --> 00:29:17.270
to reach a consensus
acceptable to all.

00:29:17.270 --> 00:29:19.280
They've agreed on
a set of principles

00:29:19.280 --> 00:29:22.280
which serve as requirements
for certification.

00:29:22.280 --> 00:29:25.910
For example, all logging
must guarantee opportunities

00:29:25.910 --> 00:29:28.910
for indigenous people
to use the forests,

00:29:28.910 --> 00:29:32.120
respect worker and
community rights,

00:29:32.120 --> 00:29:38.820
be economically viable, and
environmentally sustainable.

00:29:38.820 --> 00:29:42.740
- This is one of several
plantations on the property.

00:29:42.740 --> 00:29:44.660
- In the Vermont
woods, students learn

00:29:44.660 --> 00:29:47.570
how to decide whether a
timber operation meets

00:29:47.570 --> 00:29:50.480
FSC requirements.

00:29:50.480 --> 00:29:53.420
They hope to become
assessors for Smart Wood, one

00:29:53.420 --> 00:29:56.420
of three independent
companies that conduct FSC

00:29:56.420 --> 00:29:59.390
audits in the United States.

00:29:59.390 --> 00:30:02.570
- What kind of pre-logging,
pre-operation assessment would

00:30:02.570 --> 00:30:03.110
you do?

00:30:03.110 --> 00:30:07.250
- And in a perfect world,
you'll normally have two days--

00:30:07.250 --> 00:30:10.670
- Every audit that we do
will include a forestry

00:30:10.670 --> 00:30:15.530
professional, an
ecologist or biologist,

00:30:15.530 --> 00:30:18.480
and somebody who will focus
on community relations.

00:30:18.480 --> 00:30:20.870
- You talked about your goal
is to kind of restore this--

00:30:20.870 --> 00:30:22.760
- The ecologist
or biologist will

00:30:22.760 --> 00:30:26.900
be somebody that has a
lot of local familiarity.

00:30:26.900 --> 00:30:31.400
They know the plants and
animals in that region.

00:30:31.400 --> 00:30:34.010
They will be well-schooled
enough in their own training

00:30:34.010 --> 00:30:36.500
to be able to say,
these are the values

00:30:36.500 --> 00:30:39.610
that in that particular forest
we need to conserve and manage.

00:30:39.610 --> 00:30:42.270
- --current management plan,
and there will hopefully be no

00:30:42.270 --> 00:30:42.770
cutting--

00:30:42.770 --> 00:30:47.300
- Good forest management
will satisfy almost all

00:30:47.300 --> 00:30:50.840
of the requirements
of certification.

00:30:50.840 --> 00:30:55.430
So it isn't anything
that we have to fear.

00:30:55.430 --> 00:30:58.910
- But Don Hansen did have reason
to worry when his company first

00:30:58.910 --> 00:31:01.010
sought FSC certification.

00:31:01.010 --> 00:31:03.080
They'd applied
herbicides to help

00:31:03.080 --> 00:31:05.570
young trees grow
after a fire, and that

00:31:05.570 --> 00:31:07.400
troubled the assessors.

00:31:07.400 --> 00:31:10.850
- They didn't feel
that herbicide use was

00:31:10.850 --> 00:31:15.950
compatible with a lot of their
ideas of sustainable forest

00:31:15.950 --> 00:31:16.790
management.

00:31:16.790 --> 00:31:20.300
But after looking
at the problems,

00:31:20.300 --> 00:31:26.420
they realized that some prudent
and judicious use of herbicide

00:31:26.420 --> 00:31:27.840
could be tolerated.

00:31:27.840 --> 00:31:33.770
They actually reassessed
their stance on herbicide use.

00:31:33.770 --> 00:31:37.070
It wasn't adversarial at all.

00:31:37.070 --> 00:31:40.250
It was professional
to professional.

00:31:40.250 --> 00:31:44.420
- So this is the general spacing
that you guys were going for.

00:31:44.420 --> 00:31:46.550
- After the original
assessment, companies

00:31:46.550 --> 00:31:49.430
must also undergo
smaller annual audits

00:31:49.430 --> 00:31:54.020
to make sure their operations
adhere to FSC principles.

00:31:54.020 --> 00:31:56.600
Companies must pay for
the checkups themselves

00:31:56.600 --> 00:31:59.430
with no guarantee that
they will be certified.

00:31:59.430 --> 00:32:00.740
- This spacing looks great.

00:32:00.740 --> 00:32:03.745
I mean, these trees really look
like they're going to respond.

00:32:03.745 --> 00:32:07.140
[MARIACHI MUSIC]

00:32:17.350 --> 00:32:19.960
- The story of FSC
actually takes us

00:32:19.960 --> 00:32:23.290
back to Oaxaca, Mexico, where
some of the first logging

00:32:23.290 --> 00:32:25.830
operations were certified.

00:32:25.830 --> 00:32:29.260
[SHOUTING IN SPANISH]

00:32:30.240 --> 00:32:33.670
[FESTIVE MUSIC]

00:32:40.530 --> 00:32:43.410
It's the annual feast day in
the Zapotec Indian village

00:32:43.410 --> 00:32:49.000
of Santa Catarina
Ixtepeji, near Oaxaca City.

00:32:49.000 --> 00:32:52.330
In 2002, Ixtepeji
received a special prize

00:32:52.330 --> 00:32:56.852
from the World Wildlife Fund
for sustainable logging.

00:32:56.852 --> 00:33:00.289
[MARIACHI MUSIC]

00:33:20.430 --> 00:33:23.640
Though it looks dangerous,
timber harvesting in Ixtepeji

00:33:23.640 --> 00:33:26.010
is carefully managed
for sustainability

00:33:26.010 --> 00:33:29.340
and certified by FSC.

00:33:29.340 --> 00:33:32.970
Every effort is made to preserve
the exceptional biodiversity

00:33:32.970 --> 00:33:34.470
in this subtropical forest.

00:33:39.930 --> 00:33:43.620
At nearby Ixtlán de Juárez,
where logging is also FSC

00:33:43.620 --> 00:33:49.230
certified, a lumber mill and a
small furniture factory allow

00:33:49.230 --> 00:33:53.040
the community to sell finished
products with FSC labels.

00:33:53.040 --> 00:33:56.190
[SPEAKING SPANISH]

00:33:56.190 --> 00:33:57.980
- (VOICEOVER) FSC
is an organization

00:33:57.980 --> 00:34:00.930
which has given us support to
help us evaluate what we're

00:34:00.930 --> 00:34:04.080
doing in our forests,
so we can be sure

00:34:04.080 --> 00:34:06.340
that it's good for the
maintenance of our forests.

00:34:09.030 --> 00:34:11.400
- In the United States,
the Collins Companies

00:34:11.400 --> 00:34:14.415
were the first to have their
forests certified by FSC.

00:34:17.330 --> 00:34:20.120
They own large hardwood
holdings in Pennsylvania

00:34:20.120 --> 00:34:25.090
and 100,000 acres of evergreens
near Chester, California.

00:34:27.850 --> 00:34:32.500
Jay Francis manages Collins
California forest lands.

00:34:32.500 --> 00:34:35.800
- I am the envy of
all my peers, being

00:34:35.800 --> 00:34:38.350
able to work in a
forest like this.

00:34:38.350 --> 00:34:41.949
I feel extremely blessed
to work for a company who

00:34:41.949 --> 00:34:45.100
not only expects
but demands that we

00:34:45.100 --> 00:34:48.969
take good care of the
forest for the long term.

00:34:48.969 --> 00:34:53.409
The trees range in age all
the way from 0 all the way up

00:34:53.409 --> 00:34:56.199
to about 350 years old.

00:34:56.199 --> 00:35:00.580
We've got some old growth
trees on just about every acre

00:35:00.580 --> 00:35:01.700
of the forest.

00:35:01.700 --> 00:35:05.140
- Collins cut this part of the
forest just a few years ago,

00:35:05.140 --> 00:35:08.110
leaving most tall
trees untouched.

00:35:08.110 --> 00:35:11.980
- The trees that we leave
provide the seed base.

00:35:11.980 --> 00:35:14.812
- So the company never
has to plant at all.

00:35:14.812 --> 00:35:17.764
[SAW OPERATING]

00:35:19.240 --> 00:35:23.320
Since 1941, Collins has
removed two billion board feet

00:35:23.320 --> 00:35:27.080
of timber from its
California land,

00:35:27.080 --> 00:35:32.700
yet the forest still contains
as much wood as it ever did.

00:35:32.700 --> 00:35:35.250
- The overall objective
is to leave the stand

00:35:35.250 --> 00:35:38.520
in better growing condition
after we finish our harvesting

00:35:38.520 --> 00:35:42.180
process than it was
when we started.

00:35:42.180 --> 00:35:47.460
We focus on what is left in
the forest standing, rather

00:35:47.460 --> 00:35:50.520
than the product
that we are removing.

00:35:50.520 --> 00:35:55.980
The retention of large
trees, the mix of species

00:35:55.980 --> 00:36:00.600
all contribute to a
diversified forest that

00:36:00.600 --> 00:36:04.800
is pleasant to look
at, it provides homes

00:36:04.800 --> 00:36:06.249
for a variety of wildlife.

00:36:10.380 --> 00:36:12.440
- Snags are left
standing, and woody debris

00:36:12.440 --> 00:36:15.210
is scattered on the
ground to provide habitat

00:36:15.210 --> 00:36:18.260
for birds and forest animals.

00:36:18.260 --> 00:36:20.810
Collins is also restoring
and revegetating

00:36:20.810 --> 00:36:23.890
stream beds that were
damaged by cattle long ago.

00:36:26.970 --> 00:36:30.540
The company has already been
through 10 years of FSC audits,

00:36:30.540 --> 00:36:34.490
showing continual
improvement in its practices.

00:36:34.490 --> 00:36:38.220
- To date, it has been a
mostly positive experience.

00:36:38.220 --> 00:36:43.110
There is certainly the potential
there for burdensome paperwork,

00:36:43.110 --> 00:36:46.980
and I hope this process doesn't
get laden down with that

00:36:46.980 --> 00:36:48.810
because I think if
it does, it's is

00:36:48.810 --> 00:36:50.580
going to turn a
lot more folks off

00:36:50.580 --> 00:36:53.520
to the certification process.

00:36:53.520 --> 00:36:56.160
- Francis also worries that
some industry colleagues

00:36:56.160 --> 00:37:00.420
find FSC rules too restrictive,
while many environmentalists

00:37:00.420 --> 00:37:03.450
think they're not strict enough.

00:37:03.450 --> 00:37:05.430
- I'm cautiously optimistic.

00:37:05.430 --> 00:37:08.700
I'm sure there are folks both
in the environmental community

00:37:08.700 --> 00:37:11.400
and the industrial community
that would like nothing

00:37:11.400 --> 00:37:15.240
better than to see
FSC certification trip

00:37:15.240 --> 00:37:18.270
and fall flat on its face.

00:37:18.270 --> 00:37:21.600
- Once available only in
boutique shops like this one,

00:37:21.600 --> 00:37:24.210
FSC certified wood
can now be found

00:37:24.210 --> 00:37:26.715
in some of America's
largest commercial outlets.

00:37:29.320 --> 00:37:33.790
In 1999, Home Depot, the world's
largest seller of lumber,

00:37:33.790 --> 00:37:37.270
announced a preference
for FSC products.

00:37:37.270 --> 00:37:42.160
- We're going to move towards as
much certified wood as possible

00:37:42.160 --> 00:37:43.840
as quickly as we can.

00:37:43.840 --> 00:37:47.350
Home Depot sells several
million dollars a week

00:37:47.350 --> 00:37:50.310
of certified wood products
in our stores today.

00:37:53.390 --> 00:37:56.720
If one vendor brings us a
product that is certified,

00:37:56.720 --> 00:37:59.570
and another brings us a
product that's not certified,

00:37:59.570 --> 00:38:01.230
we're always going
to give preference

00:38:01.230 --> 00:38:02.791
to the product that's certified.

00:38:06.020 --> 00:38:09.110
- Home Depot had previously
been attacked for selling wood

00:38:09.110 --> 00:38:12.050
from endangered forests.

00:38:12.050 --> 00:38:13.850
- We blockaded
their front doors.

00:38:13.850 --> 00:38:15.800
We chained people
to their doors.

00:38:15.800 --> 00:38:19.430
We climbed the sides of their
buildings and hung banners.

00:38:19.430 --> 00:38:23.480
We got the code for
the loudspeaker system

00:38:23.480 --> 00:38:26.120
in every store
across the country,

00:38:26.120 --> 00:38:28.610
and we could walk up,
punch in the code,

00:38:28.610 --> 00:38:32.750
and be on the loudspeaker and
say, good afternoon, all of you

00:38:32.750 --> 00:38:34.250
Home Depot shoppers.

00:38:34.250 --> 00:38:36.650
Would you like to see where
we sell mahogany doors that

00:38:36.650 --> 00:38:38.360
helped destroy the Amazon?

00:38:38.360 --> 00:38:40.472
Meet us at aisle four.

00:38:40.472 --> 00:38:45.950
And at a certain point, we had
literally 100 demonstrations

00:38:45.950 --> 00:38:48.860
going on on the same day
all across the country

00:38:48.860 --> 00:38:50.690
and in Canada.

00:38:50.690 --> 00:38:54.320
- For now, however, there is
not nearly enough FSC wood

00:38:54.320 --> 00:38:58.070
to fill Home Depot shelves,
and most of its customers

00:38:58.070 --> 00:39:01.040
don't even know what
certified means.

00:39:01.040 --> 00:39:04.730
- Well, I know it is treated
with chemicals so that it

00:39:04.730 --> 00:39:06.555
stands up for a long time.

00:39:06.555 --> 00:39:08.980
- I've worked with
wood for my whole life,

00:39:08.980 --> 00:39:11.540
and I've never heard
the term certified.

00:39:11.540 --> 00:39:14.000
- It's probably a
good grade of wood.

00:39:14.000 --> 00:39:15.890
- Perhaps such
customer confusion

00:39:15.890 --> 00:39:18.320
explains why few
American companies

00:39:18.320 --> 00:39:20.350
have sought FSC certification.

00:39:23.480 --> 00:39:26.210
But it's a different story
at this do-it-yourself store

00:39:26.210 --> 00:39:28.170
near Amsterdam.

00:39:28.170 --> 00:39:31.010
- Yes, of course
I've heard about FSC.

00:39:31.010 --> 00:39:34.830
I've read a lot about it
in the newspapers here.

00:39:34.830 --> 00:39:37.140
I think it's well-known
here in Holland.

00:39:37.140 --> 00:39:39.660
You see advertising about it.

00:39:39.660 --> 00:39:40.980
I will pay extra for it.

00:39:40.980 --> 00:39:41.480
I do.

00:39:41.480 --> 00:39:43.500
I do pay extra for it.

00:39:43.500 --> 00:39:46.030
- I care about the FSC
labeling because it

00:39:46.030 --> 00:39:49.590
is good for the environmental
and good for my children

00:39:49.590 --> 00:39:52.810
and for everyone in
the world, I think.

00:39:52.810 --> 00:40:00.440
- 49% of Dutch people
know what FSC stands for.

00:40:00.440 --> 00:40:05.300
FSC Netherlands, together
with WWF in the Netherlands,

00:40:05.300 --> 00:40:09.170
have organized several
consumer campaigns now,

00:40:09.170 --> 00:40:13.400
and they also have been
very much supported

00:40:13.400 --> 00:40:15.230
by the corporate sector.

00:40:15.230 --> 00:40:18.590
[EPIC MUSIC]

00:40:20.040 --> 00:40:22.080
- Dutch consumers
learned about FSC

00:40:22.080 --> 00:40:26.104
through a series of TV and radio
public service announcements.

00:40:31.828 --> 00:40:36.180
[SPEAKING DUTCH]

00:40:36.180 --> 00:40:40.960
- Two Dutch producers took the
lead to create the campaign.

00:40:40.960 --> 00:40:48.220
- People don't realize what the
damage is when they buy non-FSC

00:40:48.220 --> 00:40:50.840
tropical hardwood.

00:40:50.840 --> 00:40:55.630
And I've seen it, and
it's heartbreaking.

00:40:58.860 --> 00:41:01.500
- When Julia Samuel produced
a television documentary

00:41:01.500 --> 00:41:04.890
in Africa, she was
in for a shock.

00:41:04.890 --> 00:41:11.310
It's amazing what you
see, in which speed

00:41:11.310 --> 00:41:14.550
the forest has been cut down.

00:41:14.550 --> 00:41:17.670
Now, at this moment,
we are here--

00:41:17.670 --> 00:41:22.140
football fields of
rainforest disappeared.

00:41:22.140 --> 00:41:24.720
I talk to the people
of the forest.

00:41:24.720 --> 00:41:25.920
They were so desperate.

00:41:25.920 --> 00:41:28.860
They didn't have
anything to eat anymore.

00:41:28.860 --> 00:41:34.500
They had no idea how to
continue their lives.

00:41:34.500 --> 00:41:38.676
People don't realize that
there is blood on this wood.

00:41:38.676 --> 00:41:43.380
And when I came back to
Holland, I spoke to Diederick

00:41:43.380 --> 00:41:48.410
and we said, well, we have
to do something against this.

00:41:48.410 --> 00:41:51.720
- As Diederick and Julia
began work on the PSAs,

00:41:51.720 --> 00:41:54.720
their radio and TV colleagues
volunteered to help.

00:41:54.720 --> 00:41:56.820
- And everybody did it for free.

00:41:56.820 --> 00:41:58.860
Yes, that's really great.

00:41:58.860 --> 00:42:01.950
- Then, they offered the
spot to Dutch broadcasters.

00:42:01.950 --> 00:42:04.950
- We just said what we're
doing, and we just gave them

00:42:04.950 --> 00:42:07.790
the commercial and say,
do you want to help us?

00:42:07.790 --> 00:42:10.250
And everybody says, of
course we want to help you.

00:42:10.250 --> 00:42:11.990
What do you need?

00:42:11.990 --> 00:42:14.820
And so everybody starts to
broadcast the commercials.

00:42:14.820 --> 00:42:16.296
[EPIC MUSIC]

00:42:16.296 --> 00:42:18.756
- (SINGING) What about us?

00:42:18.756 --> 00:42:23.676
Is there a place for you and me?

00:42:23.676 --> 00:42:26.136
What about us?

00:42:26.136 --> 00:42:31.056
Is there a place for us to be?

00:42:31.056 --> 00:42:33.024
What about us?

00:42:35.976 --> 00:42:37.452
What about us?

00:42:40.940 --> 00:42:45.050
- We don't say, don't buy
wood, but just be aware of it.

00:42:45.050 --> 00:42:49.480
When you buy wood, just
buy the good woods.

00:42:49.480 --> 00:42:52.200
That's the thing.

00:42:52.200 --> 00:42:57.060
- Many shops have the policy
that if they can offer it

00:42:57.060 --> 00:43:01.830
in an FSC-labeled product,
they wouldn't offer it without

00:43:01.830 --> 00:43:03.180
an FSC label anymore.

00:43:03.180 --> 00:43:06.030
So there's only one
choice for the customer.

00:43:06.030 --> 00:43:09.720
I firmly believe that
it's the company's job

00:43:09.720 --> 00:43:12.030
to make a choice
for the consumer.

00:43:12.030 --> 00:43:14.160
The company is
selling the product.

00:43:14.160 --> 00:43:17.445
The company is responsible
for what it sells.

00:43:17.445 --> 00:43:20.910
[FOLK MUSIC]

00:43:45.200 --> 00:43:48.660
- In Sweden, where recognition
of FSC is also high,

00:43:48.660 --> 00:43:51.080
nearly half the country's
extensive forests

00:43:51.080 --> 00:43:54.560
are certified, including
those owned by Sveaskog,

00:43:54.560 --> 00:43:56.281
the national timber company.

00:43:56.281 --> 00:44:00.209
[MACHINERY OPERATING]

00:44:05.610 --> 00:44:08.830
A mechanical harvester makes
quick work of evergreens

00:44:08.830 --> 00:44:11.623
on Skeaskog lands.

00:44:11.623 --> 00:44:15.060
[FESTIVE MUSIC]

00:44:36.680 --> 00:44:38.720
In mid-April,
hundreds of reindeer

00:44:38.720 --> 00:44:42.350
move through Sveaskog
timber in Swedish Lapland,

00:44:42.350 --> 00:44:44.910
following the melting
snow into the mountains.

00:44:49.020 --> 00:44:50.940
The native Sami
people have herded

00:44:50.940 --> 00:44:54.780
reindeer in Swedish
forests for centuries.

00:44:54.780 --> 00:44:59.400
Under FSC rules, they must be
permitted to continue doing so.

00:44:59.400 --> 00:45:02.010
Respect for the traditional
economic activities

00:45:02.010 --> 00:45:06.360
of all indigenous cultures
is a central FSC principle.

00:45:06.360 --> 00:45:10.650
- Today, due to the
FSC scheme, there

00:45:10.650 --> 00:45:12.930
is always an
obligation to consult

00:45:12.930 --> 00:45:17.430
in all cases with
the Sami villages

00:45:17.430 --> 00:45:19.830
and to try and
adjust the harvesting

00:45:19.830 --> 00:45:25.650
so much that it is workable
or manageable for the Samis.

00:45:25.650 --> 00:45:30.458
In most cases, it is done
with a very good relationship.

00:45:33.850 --> 00:45:37.900
- FSC rules also require that
certified timber be carefully

00:45:37.900 --> 00:45:39.910
tracked all the
way from the forest

00:45:39.910 --> 00:45:42.310
to the ultimate
consumer, so buyers can

00:45:42.310 --> 00:45:43.990
be confident about the label.

00:45:48.300 --> 00:45:52.730
It's called the Chain
of Custody rule.

00:45:52.730 --> 00:45:54.980
Most of the wood from
this mill finds its way

00:45:54.980 --> 00:45:57.740
to the United Kingdom, the
world's largest purchaser

00:45:57.740 --> 00:46:00.530
of FSC timber.

00:46:00.530 --> 00:46:03.830
But some ends up here in
Lycksele, a small city

00:46:03.830 --> 00:46:06.140
in southern Lapland.

00:46:06.140 --> 00:46:08.930
At Lycksele's Hedlunda
furniture factory,

00:46:08.930 --> 00:46:12.486
only FSC certified lumber
is allowed through the door.

00:46:12.486 --> 00:46:15.958
[FESTIVE MUSIC]

00:46:30.370 --> 00:46:31.960
Each year, that
wood is fashioned

00:46:31.960 --> 00:46:35.440
into two million IVAR
bookshelves for Ikea,

00:46:35.440 --> 00:46:36.850
the giant furniture retailer.

00:46:40.810 --> 00:46:44.060
The bookshelves are shipped to
Ikea stores all over the world.

00:46:48.510 --> 00:46:52.460
[SPEAKING SWEDISH]

00:46:52.460 --> 00:46:54.440
As much as possible,
Ikea products

00:46:54.440 --> 00:46:57.500
are made with FSC
certified wood.

00:46:57.500 --> 00:47:01.610
- For Ikea, it's clear that our
long-term goal is to get more

00:47:01.610 --> 00:47:04.370
wood from forests that are
certified in a credible way

00:47:04.370 --> 00:47:05.570
such as FSC.

00:47:05.570 --> 00:47:08.580
It's a matter of
doing the right thing.

00:47:08.580 --> 00:47:10.610
We have to take
care of our forests.

00:47:10.610 --> 00:47:13.730
That is what matters here.

00:47:13.730 --> 00:47:17.390
- FSC certification actually
makes it easier for Ikea

00:47:17.390 --> 00:47:19.310
to find wood that
meets the company's

00:47:19.310 --> 00:47:22.548
strict environmental standards.

00:47:22.548 --> 00:47:24.590
- When the wood comes from
FSC certified forests,

00:47:24.590 --> 00:47:26.990
we don't have to do our own
check-ups that the minimum

00:47:26.990 --> 00:47:29.150
requirements which we
have are fulfilled.

00:47:29.150 --> 00:47:30.980
So that is a great advantage.

00:47:30.980 --> 00:47:33.860
So in business-to-business
communication,

00:47:33.860 --> 00:47:36.170
FSC is a great value to us.

00:47:39.020 --> 00:47:42.710
- Europe has taken the lead
in FSC forest certification,

00:47:42.710 --> 00:47:44.870
but Canada may soon
be catching up.

00:47:44.870 --> 00:47:47.990
Canada's extensive forests
are the world's most valuable,

00:47:47.990 --> 00:47:51.470
and recently, several forest
lands in Canada's interior

00:47:51.470 --> 00:47:53.390
were FSC certified.

00:47:56.140 --> 00:47:59.500
Here, on the coast of Vancouver
Island in British Columbia,

00:47:59.500 --> 00:48:02.410
where the really big
trees grow, the transition

00:48:02.410 --> 00:48:06.326
is coming more slowly, but
the outlook appears promising.

00:48:06.326 --> 00:48:09.742
[PEACEFUL MUSIC]

00:48:16.590 --> 00:48:21.120
This remarkable place is
called Clayoquot Sound.

00:48:21.120 --> 00:48:24.340
It is peaceful here now, but
it wasn't always that way.

00:48:24.340 --> 00:48:26.675
- (CHANTING) The whole
world is watching!

00:48:26.675 --> 00:48:30.890
The whole world is watching!

00:48:30.890 --> 00:48:33.360
- In the early 1990s,
Clayoquot Sound

00:48:33.360 --> 00:48:38.000
was rocked by angry protests
against old growth logging.

00:48:38.000 --> 00:48:40.940
800 people were arrested.

00:48:40.940 --> 00:48:44.000
- And in Canada,
that was a big deal.

00:48:44.000 --> 00:48:46.880
That's the largest display
of civil disobedience

00:48:46.880 --> 00:48:47.750
in Canadian history.

00:48:47.750 --> 00:48:50.690
We didn't have a war in Vietnam.

00:48:50.690 --> 00:48:52.400
- At the time,
Linda Coady worked

00:48:52.400 --> 00:48:54.710
for MacMillan Bloedel,
timber company

00:48:54.710 --> 00:48:56.690
that was doing the cutting.

00:48:56.690 --> 00:48:58.610
- The company didn't
like the conflict,

00:48:58.610 --> 00:49:03.320
so MB had the option of
exiting or of staying

00:49:03.320 --> 00:49:08.330
and trying to figure out
a different way forward.

00:49:08.330 --> 00:49:10.970
- Negotiations led to
three points of agreement

00:49:10.970 --> 00:49:13.880
between the company
and protesters--

00:49:13.880 --> 00:49:17.600
that Clayoquot Sound should
be made a biosphere reserve,

00:49:17.600 --> 00:49:19.670
that what limited
cutting was permitted

00:49:19.670 --> 00:49:23.120
there should be FSC
certified, and that a business

00:49:23.120 --> 00:49:26.680
led by native people
should do the cutting.

00:49:26.680 --> 00:49:29.900
- --here is a lot smaller
than the big pink objects.

00:49:29.900 --> 00:49:31.850
- That business
is called Iisaak.

00:49:31.850 --> 00:49:34.700
The word means respect
in the language

00:49:34.700 --> 00:49:37.160
of the Nuu-chah-nulth people
who have lived on Vancouver

00:49:37.160 --> 00:49:38.880
Island for millennia.

00:49:38.880 --> 00:49:41.270
- But we're the biggest
in terms of nations.

00:49:41.270 --> 00:49:44.330
We have the most
members out here,

00:49:44.330 --> 00:49:49.400
and we probably have the most
clout and the smartest guys

00:49:49.400 --> 00:49:53.460
and the toughest negotiators.

00:49:53.460 --> 00:49:54.880
We have always used the forest.

00:49:54.880 --> 00:49:57.880
To us, the forest
is a working forest.

00:49:57.880 --> 00:49:59.090
We took canoes.

00:49:59.090 --> 00:50:01.480
We made houses and clothes.

00:50:01.480 --> 00:50:04.720
Our clothing came from cedar,
red cedar bark, cedar capes,

00:50:04.720 --> 00:50:06.550
and baskets.

00:50:06.550 --> 00:50:08.680
For us, it was
total utilization.

00:50:08.680 --> 00:50:12.430
I mean, the berries and
the deer, the animals,

00:50:12.430 --> 00:50:15.490
and everything else.

00:50:15.490 --> 00:50:19.120
- Larry Baird is a traditional
Nuu-chah-nulth chief.

00:50:19.120 --> 00:50:21.910
During his many years
as a commercial logger,

00:50:21.910 --> 00:50:24.840
Baird watched the
forest shrink steadily.

00:50:24.840 --> 00:50:26.710
- The rule book was
made out of rubber,

00:50:26.710 --> 00:50:28.510
and you could stretch
the rules any way

00:50:28.510 --> 00:50:33.520
you wanted, and it was basically
log, burn it, and pave it,

00:50:33.520 --> 00:50:34.823
is what it was.

00:50:34.823 --> 00:50:36.490
And I guess people
just said, hey, look,

00:50:36.490 --> 00:50:37.573
we've got to do something.

00:50:37.573 --> 00:50:40.570
We can't continue on
the way we're going.

00:50:40.570 --> 00:50:43.660
- So Iisaak is trying
to set a better example.

00:50:43.660 --> 00:50:46.000
This one-acre section
of its timber land

00:50:46.000 --> 00:50:48.760
was cut in 2000,
using helicopters

00:50:48.760 --> 00:50:50.080
to take out the wood.

00:50:50.080 --> 00:50:52.600
The area was replanted
two years later

00:50:52.600 --> 00:50:56.510
according to FSC guidelines.

00:50:56.510 --> 00:50:58.790
- It costs a lot of
money for us to go out

00:50:58.790 --> 00:51:00.950
and do those kinds of things.

00:51:00.950 --> 00:51:03.680
Helicopters and those things--
they don't come cheap.

00:51:03.680 --> 00:51:07.922
There's still a bottom
line for this company.

00:51:07.922 --> 00:51:10.800
We're not making huge
profits, but at least

00:51:10.800 --> 00:51:13.020
breaking even and
paying our bills

00:51:13.020 --> 00:51:16.020
and employing people and
those kinds of things.

00:51:16.020 --> 00:51:17.610
We still have to--

00:51:17.610 --> 00:51:19.800
we've had to become businessmen.

00:51:19.800 --> 00:51:22.590
- If consumers are not
willing to pay more for wood

00:51:22.590 --> 00:51:27.960
from such sustainably harvested
forests, Iisaak will fail.

00:51:27.960 --> 00:51:33.510
- The concept of
certification was probably

00:51:33.510 --> 00:51:41.130
born out of a simplistic view
of how commerce and trade works.

00:51:41.130 --> 00:51:42.900
And certainly, most
of the founders

00:51:42.900 --> 00:51:46.512
didn't know very much about
how the wood business works.

00:51:46.512 --> 00:51:47.970
They weren't in
the paper business.

00:51:47.970 --> 00:51:49.260
They weren't in the
logging business.

00:51:49.260 --> 00:51:50.885
They weren't in the
furniture business.

00:51:50.885 --> 00:51:53.190
They wanted to conserve forests.

00:51:53.190 --> 00:51:57.090
So a wonderful idea was born,
I think, with assumptions

00:51:57.090 --> 00:51:59.760
that were rather simplistic--

00:51:59.760 --> 00:52:03.540
that consumers would
immediately recognize the label,

00:52:03.540 --> 00:52:06.960
that they would go out of their
way to find these products.

00:52:06.960 --> 00:52:08.880
- FSC products
from many countries

00:52:08.880 --> 00:52:12.510
were prominently displayed
at the 2002 Forest Leadership

00:52:12.510 --> 00:52:15.000
Conference in Atlanta.

00:52:15.000 --> 00:52:18.420
FSC still faces major
hurdles in the United States,

00:52:18.420 --> 00:52:21.540
where a competing industry
label issued by the Sustainable

00:52:21.540 --> 00:52:25.140
Forestry Initiative,
or SFI, is preferred

00:52:25.140 --> 00:52:28.050
by many timber companies.

00:52:28.050 --> 00:52:31.350
But SFI is viewed with
suspicion by environmentalists

00:52:31.350 --> 00:52:34.230
because its standards, though
tougher than in the past,

00:52:34.230 --> 00:52:37.530
were created solely
by the industry.

00:52:37.530 --> 00:52:40.530
Despite competing labels and
other obstacles, including

00:52:40.530 --> 00:52:43.380
the costs associated
with certification,

00:52:43.380 --> 00:52:46.050
the Forest Stewardship
Council continues to grow.

00:52:53.905 --> 00:52:55.960
The organization has
moved to New offices

00:52:55.960 --> 00:52:59.540
in Bonn, provided free
by the German government.

00:52:59.540 --> 00:53:02.580
It's also opening offices
in Africa and Asia.

00:53:02.580 --> 00:53:04.540
- They always wanted
to do is move--

00:53:04.540 --> 00:53:07.230
- To actually make
the system work

00:53:07.230 --> 00:53:11.860
is harder than anyone could have
imagined when we started out.

00:53:11.860 --> 00:53:15.940
The beautiful thing is that
these difficulties have mostly

00:53:15.940 --> 00:53:19.000
been surmounted, that the
people who stuck with it

00:53:19.000 --> 00:53:21.610
are indeed selling product now.

00:53:21.610 --> 00:53:23.500
Paper is coming
onto the marketplace

00:53:23.500 --> 00:53:25.520
faster than we
could have imagined.

00:53:25.520 --> 00:53:28.060
The green building
business is booming.

00:53:28.060 --> 00:53:31.060
A lot of producers
are finding markets,

00:53:31.060 --> 00:53:34.030
but I don't think they thought
it was going to take 10 years.

00:53:34.030 --> 00:53:37.735
And I know we didn't think it
was going to take 10 years.

00:53:37.735 --> 00:53:39.360
- (SINGING) Whistle
punk, whistle punk,

00:53:39.360 --> 00:53:41.610
give me a blast from your horn.

00:53:41.610 --> 00:53:42.820
I gotta hitch a log.

00:53:42.820 --> 00:53:46.390
It's all hitched up
and ready to be born.

00:53:46.390 --> 00:53:48.700
- FSC wood shows up
and many other products

00:53:48.700 --> 00:53:51.670
like this guitar.

00:53:51.670 --> 00:53:54.120
- It's a
wonderful-sounding guitar,

00:53:54.120 --> 00:53:57.000
but this one is especially
important to me because it was

00:53:57.000 --> 00:54:00.650
built particularly
as an FSC model.

00:54:00.650 --> 00:54:04.500
The neck is cherry that
comes from Pennsylvania.

00:54:04.500 --> 00:54:09.450
The side boards are
Mexican hardwood catalash,

00:54:09.450 --> 00:54:11.270
and I'm always proud
to talk about it

00:54:11.270 --> 00:54:16.250
and show people
and talk about FSC.

00:54:16.250 --> 00:54:18.080
Some big, fairly
mainstream players

00:54:18.080 --> 00:54:20.930
are coming into the system,
people like Potlatch.

00:54:20.930 --> 00:54:24.620
These are folks that were
militantly against the FSC

00:54:24.620 --> 00:54:26.720
five, six, seven years ago.

00:54:26.720 --> 00:54:27.530
I'm very bullish.

00:54:27.530 --> 00:54:29.720
I'm very excited
about FSC because I

00:54:29.720 --> 00:54:33.060
think it's going to really be
the salvation of our forest,

00:54:33.060 --> 00:54:33.820
quite frankly.

00:54:38.230 --> 00:54:41.080
- The future success
of FSC and Fair Trade

00:54:41.080 --> 00:54:46.970
will ultimately rest with the
response to a single question--

00:54:46.970 --> 00:54:51.590
will consumers vote with their
wallets for certified products?

00:54:51.590 --> 00:54:54.890
If a recent USA Today poll
is accurate, they will.

00:54:54.890 --> 00:54:57.710
Nine of 10 Americans
say they'd pay more

00:54:57.710 --> 00:55:01.460
for fairly traded and
sustainable goods.

00:55:01.460 --> 00:55:05.360
There are now hundreds of
Fair Trade and FSC products.

00:55:05.360 --> 00:55:08.870
Certification as a broad idea
is spreading to other sectors

00:55:08.870 --> 00:55:11.010
of the economy.

00:55:11.010 --> 00:55:13.610
New organizations, like
the Marine Stewardship

00:55:13.610 --> 00:55:18.200
Council and the Sustainable
Tourism Council are forming.

00:55:18.200 --> 00:55:20.900
Alternative energy providers
and many other companies

00:55:20.900 --> 00:55:23.550
are also being certified.

00:55:23.550 --> 00:55:28.400
Shopping with a conscience
just might be catching on.

00:55:28.400 --> 00:55:31.190
- I believe that most
consumers at the end of the day

00:55:31.190 --> 00:55:34.190
would rather feel that
the things that we consume

00:55:34.190 --> 00:55:35.870
are not hurting others.

00:55:35.870 --> 00:55:38.210
- We're all sort of a
family coming together

00:55:38.210 --> 00:55:40.940
in a global movement that
can create this paradigm

00:55:40.940 --> 00:55:43.190
shift to a better world.

00:55:43.190 --> 00:55:45.560
That's the responsibility
on our shoulders,

00:55:45.560 --> 00:55:47.890
and we need everybody
to join that movement.

00:55:54.377 --> 00:55:57.870
[FESTIVE MUSIC]

00:57:18.810 --> 00:57:20.280
- Buyer Be Fair--

00:57:20.280 --> 00:57:22.680
the Promise of
Product Certification

00:57:22.680 --> 00:57:27.260
was made possible by funding
from the Ford Foundation.