Communication Plan
About Canfor
Canfor (Canadian Forest Products Ltd.) is a leading North American producer of lumber and other wood products. The company aims to provide high-quality products with the least environmental damage. It spends time creating programs to improve its carbon output. Canfor creates its products with local communities, including minorities. Canfor values sustainability and community; this is reflected in its social initiatives.
Canfor`s target audience is eco-conscious customers, usually millennials and Gen Z. Gen Z and Millennials care more about the environment than previous generations. Research shows that both generations are more aware of the environmental issues caused by their consumption patterns and try to minimize their ecological impact. Thus, we will market our product on social media through short video content on TikTok and YouTube. We will also highlight our brand value through our Instagram page. Generation Z loves visual content , like eye-catching photos and engaging videos. 62% of Gen Z use YouTube every day. Additionally, Instagram and TikTok are currently the most popular social media platforms. We will measure the campaign’s success by looking at how many people liked and shared our content on social media.
Corporations are also potential consumers of our products. These construction, homebuilding, and furniture manufacturing companies require sustainably sourced wood products. They would buy from us because it enhances their public image and shows effort in achieving sustainability. They will potentially increase their sales as people are more conscious about how the things they buy are created. We market to companies using press releases and industry events. The press release will include information about how we manage our business. We will highlight how your products can benefit their company and help them achieve their goals. We will show how we differ from our competitors and why they should work with us instead. Industry events are also places where we can meet potential customers directly and communicate with fewer barriers and more quickly than through other methods. We evaluate the success of these measures by the number of bookings we get.
Canfor’s commitment to sustainability appeals to those looking to invest in companies with responsible business practices. Investors may want to invest in eco-friendly initiatives, and thus, information about our sustainability goals is readily available. We highlight our goals on our website with a segment for investors with all the information they might need. Thus, we will measure how many investors visit our websites to see if the campaign was successful.
Canfor’s key message is creating sustainable value in the forestry industry by maintaining environmental integrity and providing high-quality products. Its target audience includes environmentally conscious consumers, businesses needing wood products, regulatory bodies, investors, and local communities.
Press Release
Canfor Promotes Indigenous Vendor Partnerships and Cultural Awareness
About Canfor
The company aims to provide high-quality products with the least environmental damage. It spends time creating programs to improve its carbon output. Canfor seeks to become a net-zero carbon company by 2050 through climate-positive forest management, sustainable forest products, and impactful partnerships. They are committed to reducing greenhouse gas emissions, aiming to reduce absolute scope 3 GHG emissions by 25% by 2030 from a 2022 baseline and scope 1 and 2 emissions by 42% by 2030 from a 2020 baseline. Canfor creates its products with local communities, including minorities. Canfor values sustainability and community; this is reflected in its social initiatives.
Canfor is pleased to announce the launch of Indigenous Vendor Partnerships and Cultural Awareness Training. The initiative starts on March 16, 2025, and will work with Indigenous people to educate its customers and employees about the history and connections native people have with the land. Canfor acknowledges that the land they work on initially belonged to the Indigenous community. The company wants to work with the Indigenous people by employing Indigenous Vendor Partnerships.
Indigenous Vendor Partnership works to employ indigenous people in the local community and take part in the decisions that may affect them. Indigenous people are informed about the activities and voice their opinions on what is best for their community. Canfor`s goal is to allocate 5% of its total spending to Indigenous vendors for its Wood Products Canada business by 2025. Indigenous People can be employed and contribute to the economic development of their communities. “We understand the importance of building meaningful relationships with Indigenous communities,” said Don Kayne, CEO of Canfor. We aim to foster a good relationship with the indigenous community and have a reliable supply chain.
Indigenous communities’ relationship with the land is fundamental to their cultural identity. Canfor partners with Indigenous People by developing programs where they can share culture. Their customs and rituals are intertwined and closely tied to the natural world. They believe their ancestors are closely tied to the land; for example, some land is considered spiritual and sacred. Thus, Canfor must be aware of these areas and how to navigate their activities while respecting Indigenous customs. Indigenous peoples possess a deep knowledge of the land, often called traditional ecological knowledge. This knowledge is passed down through generations and includes understanding the land’s ecosystems and sustainable farming and hunting practices. Canfor will incorporate this indigenous knowledge into its practices. Canfor allows Indigenous People to share their experiences with land displacement and colonization. We acknowledge that the land we operate on as settlers. Thus, we must build a relationship with the community supporting our business.
Canfor invites people to register for these programs on our website. Indigenous people can register for the vendor partnership until March 29th. The cultural awareness training happens every Friday online on our website.
For media inquiries, please get in touch with Mutsa Madzivire
Communications Director
Canfor Communications Team
Email: mutsaa73@gmail.com
Blog Post
Indigenous Vendor Partnerships and Cultural Awareness: Canfor’s Commitment to Economic Inclusion and Respect
Canfor has committed to working with its community to bring about social change. It acknowledges the history of colonization and displacement associated with the land on which it operates. Canfor has a vendor partnership program that allows Indigenous People to gain employment by selling our products, thus employing the community. We take a proactive approach to community engagement with Indigenous communities and the open exchange of information supporting local interests. We encourage Indigenous community members to participate in our Public Advisory groups and to communicate any local knowledge that may help us protect their culture and environment.
Canfor is working with the community through Indigenous Vendor Partnerships, which allow Indigenous people to have a source of income. Indigenous communities have been suffering from unemployment and economic underdevelopment; this initiative reduces the problem. The Indigenous Vendor Partnerships contribute to the growth of Indigenous-owned businesses by encouraging them to start other companies that may service the existing ones, thereby helping their economy. Canfor has business arrangements with Indigenous groups and fibre supply agreements with First Nations bands that provide access to timber on land in their traditional territory. The company works toward meeting its goal of 5% spend with Indigenous vendors by 2025; these initiatives will impact the communities they serve and inspire other organizations to follow suit. Thus, Canfor supports the economic development of the indigenous community.
The Indigenous Cultural Awareness Training program gives indigenous people a voice to share their cultural beliefs about the land. It involves learning about indigenous history, how they view the land, and understanding why it is essential for their economic and spiritual needs. They can help us identify and manage areas that are important spiritually through our public advisory, which is a part of the initiative. The cultural awareness training is designed to give employees a deeper understanding of Indigenous cultures. Canfor provides all its staff with Indigenous Cultural Awareness and Understanding training to communicate respectfully with the community. Indigenous People come to our workshops and share any cultural knowledge that helps us protect their culture and environment.
Canfor’s initiatives in fostering Indigenous vendor partnerships and cultural awareness exemplify how businesses can integrate reconciliation efforts into their core operations. These efforts highlight the importance of alliances based on mutual respect and understanding, and they pave the way for other organizations to consider similar approaches in their business strategies. By embracing diversity and striving for cultural sensitivity, Canfor contributes to a more inclusive and prosperous future for all Canadians.
As these programs continue to evolve, it will be exciting to see their positive impact on the company, Indigenous communities, and the broader movement toward economic inclusion across Canada.
References
Nourishing Communities in Partnership with the Berkeley Food Network. https://www.thistle.co/learn/thistle-thoughts/berkeley-food-network
Indigenous Peoples. https://www.canfor.com/responsibility/indigenous-peoples
Forests Support Indigenous Cultures: A Vital Relationship for Sustainability | Nourish The Planet. https://nourishtheplanet.com/publication/forests-support-indigenous-cultures-a-vital-relationship-for-sustainability/
