Posted on July, 12 2011

Lima, July 12. Web 2.0 technologies such as social networks, blogs and other Internet tools, are increasingly demanded by large companies across different fields, and, according to Alfredo Rodriguez, WWF Peru’s Markets Specialist, now it is the Amazon’s turn. Nowadays, it is the great popularity networks like facebook and twitter have, and the fact that they gather potentially large active audiences, that allow businesses to expand exponentially into new markets, obtaining an impact not only locally but also on an international and even global scale.

And this is not just about quantity, but mostly quality. One of the main reasons companies use these new resources is the bond they can create based on direct contact and feedback between producer and consumer. In that sense, even though contact occurs “only” virtually, the process has become in turn more dynamic and fast, enabling companies a greater productivity.

WWF’s Global Forest & Trade Network (GFTN) understands this, and so since the beginning of this year, has supported a patient process of rapprochement between certified timber producers from the Peruvian Amazon and international markets such as Mexico, China, the USA and several countries in Europe. In this way, thanks to Internet tools, a promising trade in forest products from sustainable sources has been generated, giving value to standing forests and thus promoting their conservation and the improvement of the quality of life locally.

Although there is still a long way to go, and several local forestry companies do not have certification for their products, this experience is proving how cost effective and "easy" marketing certified forest products can be, and thus it is generating interest in new businesses to join this commercial circuit of sustainable forest activities.

According to Rodriguez, who is also the Coordinator of the GFTN in Peru, “even though the demand for wood products may seem to be waning due to the international crisis and the difficult economic situation nowadays, there are clear signals that the demand for certified wood products is experiencing a noticeable increase, which is a clear indication of changes in the market”.

In fact, so far this year, deals for 25 thousand cubic meters of certified timber to be sold abroad have been accomplished. Such volume is valued at over $ 20 million, which is being perceived by local producers. In addition, this online trading initiative has made it possible to boost certified timber marketing in countries like Colombia, Bolivia and others in Africa, which have expressed their interest in joining this virtual network of beneficiaries.

Unlike traditional commercial means and spaces, the use of web 2.0 in order to generate trade of sustainable forest goods in international markets, has no major costs, takes less time, is more efficient, and allows much more personalized interactions. All this because, from the exchange of data interesting to a specific group, it is possible to accomplish the creation and continued growth of a community willing to buy certified forest products, and which is permanently connected to producers themselves, thus strengthening the facilitating role of the GFTN.

Taking the next step

Today, through mailing and the use of twitter, this initiative benefits forest concessionaires, indigenous communities, processing industries and producers of certified wood across the Peruvian Amazon - and beyond – firstly putting them in contact with the major international markets. But this is only the beginning.

“Although there is a promising future ahead for sustainable forest trade in the Amazon, it is necessary to encourage local development of an innovative processing industry with quality, which will enable the grant of added value to the final product. This, along with increased consumer awareness, will be the basis for the consolidation of an informed and, therefore, sustainable consumption of products from the Amazon forest, in favor of its people and its biodiversity”, concludes Rodriguez.