... for example, McDonalds, a company with its own reputational problems has even joined the call, "We serve 38 million people a day and they want to know what we're doing to help the environment." Langert director of McDonald's public and community affairs said that McDonald's plans to initiate its own SFI "scorecard" to monitor companies' performance.[3] The company plans on trying to move as much of its packaging material business to wood product companies that have certification, "All things being equal, companies that are environmental leaders should get more of our business."[4] Two other major wood purchasing companies, IKEA and Home Depot have also made the switch to purchasing wood from companies with certification.[5] For these reasons, the certification process has gone from a cute idea, to an emerging, real market requirement. Government action in Canada has to an extent promoted, sustainable forest management, however, it has not attempted ...

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