In a manor house immersed in the nature of the Veneto hills, the presentation of the new Dorsal Mattresses catalog was held in recent days. An exclusive location, green style set up and evocative music were the background to the presentation of the novelty signed by Dorsal: a whole range of FSC-certified wooden supports. Dorsal thus confirms itself as one of the first companies in Italy that constantly works to improve rest while respecting nature and the person.
To understand the value of this sustainable choice, we asked some questions to Alexia Schrott, marketing manager of FSC Italy, a brand that has always identified products containing wood from well-managed and responsible forests.
What do you think of the choices made by Dorsal, the first company in Italy to produce a bed base (with legs) made of FSC-certified wood?
When a company chooses to combine its business with environmentally responsible strategies, such as FSC certification, it demonstrates an interest that goes beyond just economic profit and considers the protection of our Planet, as well as for future generations, to be paramount.
Can you tell us more about what the FSC certification obtained by Dorsal is and what the Chain of Custody consists of?
The Forest Stewardship Council® (FSC) is an international nongovernmental, nonprofit organization that includes nearly 900 members working together for the purpose of promoting responsible forest management worldwide. FSC is a certification system that sets standards for forest operators who want to adhere to good management practices and for companies that make paper or wood products with raw materials from FSC-certified forests. By certifying to the Chain of Custody (CoC) standard, companies assure customers and consumers that the raw materials (wood or paper/cellulose) used to make a product come from FSC-certified forests that are managed according to strict environmental, social and economic standards.
Can we talk about a choice of transparency made by Dorsal towards the consumer?
Of course: in addition to being the mark of responsible forest management, that of the Forest Stewardship Council is also a symbol of warranty of the raw materials supply chain, from the forest to the finished product. The annual audits that the certified party (Dorsal in this case) undergoes are intended to confirm that FSC-certified products are indeed made of wood from responsible forest management, and this allows consumers to sleep more soundly.
Dorsal has always worked to help people sleep better but with respect for nature. Beyond that, however, there is also an ethical commitment to all humankind. Can you tell us about the social implications of FSC certification?
There are about 1.6 billion people in the world who live in or depend on forests; promoting truly responsible management of this heritage without social implications is therefore unthinkable. In this sense, the certified organization is required, for example, to maintain or improve the social and economic well-being of its workers, protect the rights of indigenous peoples and local communities that depend on forests. The Forest Stewardship Council's own decision-making and standards-review mechanism is based on consultation with all stakeholders: in this way we ensure that those who live and work in the forests have a voice in their future and in the way the forest heritage is managed.
What was your impression of the presentation event of Dorsal's new ,products, of which you were a featured speaker?
Great preparation, scrupulous attention to detail, the importance of the product and a willingness to make its benefits explicit, taking great care of the benefits that the company and products can bring to our Planet, through the responsible choice of its suppliers of forest raw materials.
Consumers aware of their purchasing choices are increasing: what can be done to further raise their awareness of environmental issues and raise awareness of FSC certification?
When I am asked this question, I always answer: try to think about how many paper and wood products we use on a daily basis, and how much our purchases can help protect the environment and forests. Today's consumers are curious: they are learning more and more about products, and the "ethics" component is a non-negligible factor in the purchasing process. Market research conducted by FSC at the international level shows that consumers have a growing interest in environmental issues (Source: GFK - FSC research conducted on 9000 cases in 2013): the issue therefore is to provide customers with all the information they need, while at the same time making them aware of the active role they play, for example, in protecting forests through their purchases. As FSC Italy we organize events, communication campaigns in stores and direct activities in schools to increase brand awareness and explain the full value of our certification, involving certified partner companies in this as well.
Specifically what does the new FSC Forest For All Forever brand consist of?
The new FSC Forest For All Forever brand is one of the tools that helps communicate the added value of certification to the consumer, establishing a more emotional and immediate connection with the responsible management of the forest heritage, both Italian and global. In fact, the new brand, with its silhouettes of animals and people, explains our raison d'être (the protection of forests); it includes people, environment and biodiversity; it speaks of our aspiration, which we want to become everyone's: to safeguard forests and create a more widespread "culture of responsible forest management."
Why is being FSC certified and producing FSC-certified sustainable wood bed bases (with legs) an added value? How to communicate this added value to the end user?
At FSC we like to say that forests are much more than trees and wood: companies that choose Forest Stewardship Council certification thus guarantee that the woody raw materials are not derived from illegal practices, exploitative labor or depletion of the pre-existing ecosystem, through an internationally recognized and appreciated scheme. This is a small, important step we are taking today, with an eye to future generations.