Whiplash Team. April 2018.

Sustainability is gaining prominence in the storytelling of brands as consumers are increasingly aware that the concept transcends a purely environmental vision and necessarily includes the social and economic aspects of life. With the aim of promoting the change towards sustainability, our client PEFC Spain takes the initiative with the Innova en Verde project.

There are many sectors that already join the cause of sustainability and, although the fashion industry is the most colorful and monopolizes all the focuses, in Spain, for example, within the construction sector there is growing interest among architects and builders in using certified wood in their projects, although not quite at the same level as the rest of the EU countries where the use of wood in construction projects is common.


In fact, in our country, 40% of professionals in the construction sector propose to improve the knowledge of wood as a construction product demystifying concepts such as its fragility or high price. On the other hand, 75% of Spanish consumers believe that brands can show their environmental commitment through the PEFC certification seal, which guarantees that derivatives of forest raw materials such as paper, cardboard or cork among others come from sustainably managed forests.


In this context, and in the framework of its Innova en Verde project PEFC Spain organizes a free one-day course entitled Innovation, Legality and Sustainability of the wood value chain in the Sustainable Development Goals 2030, which will take place on May 8th in Ezcaray (La Rioja).


Among other speakers, Christopher Smith, CEO and founder of BrandSmith, will talk about the future of sustainable brands and Pedro Garnica, president of the Spanish company Garnica, a world reference in the manufacture of plywood –and a BrandSmith client–, will share his vision on sustainable forestry management and dynamics with the audience.


The agenda also includes topics such as markets in bio-economy and responsible consumption; sustainable wood in the world of wine or constructive solutions of sustainable wood for singular projects, by outstanding speakers such as José Brotons, from MAPAMA, Ana Belén Noriega, Secretary General of PEFC Spain, Marta Salvador, Technical Director of PEFC Spain or Isaac Muga, Technical Director of Bodegas Muga. Francis Paniego, Chef of the Echaurren Portal.


Since capacity is limited, you need to register and confirm attendance here.