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Stéphane Glannaz

Stéphane Glannaz

Portrait

Member of the Executive Board of Precious Woods, the world leader in certified sustainable tropical forest management

He want to encourage greater cooperation between NGOs and the private sector to implement sustainable forest management practices around the world, and thus stop tropical deforestation for good.

Stéphane is convinced that saving the rainforest is the most cost-effective way to reduce our carbon emissions and preserve our fragile biodiversity.

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What was the trigger for creating your brand/service?

Stéphane Glannaz

Created in 1990, when decision makers became sensitive to the issue of global warming (Kyoto Protocol signed in 1992), the founder of Precious Woods, Andreas Gut, wanted to promote an economic model focused on reducing the impact of deforestation on climate change.
The first project was a reforestation project in Costa Rica, later followed by the acquisition of tropical forests in the Amazon in order to implement the sustainable forest management practices recommended by various NGOs and thus offer an alternative to the existing very devastating agricultural and forestry activities.

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Why (did you choose) this name?

Stéphane Glannaz

By applying the highest environmental standards set by the scientific community and NGOs (FSC, WWF...), our company harvests on average only 2 trees per hectare every 30 years, which is far less than what nature generates over the same period.
The income generated from the sale of these woods helps finance the conservation of these forests and motivates the population to maintain such a conservation model instead of converting these forests into agricultural land.
Because of their positive impact on the conservation of these ecosystems, the wood species we sell are more deserving than ever of the name 'Precious Woods'.

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Tell us a story about your brand/service?

Stéphane Glannaz

As mentioned earlier, this company was created to have an influence on the very devastating agricultural and forestry activities within the tropical forests.
It has been a long and difficult road, but through perseverance the Precious Woods group has contributed to the existence of a reference in sustainable forest management, becoming in 1998 the first FSC* certified concession in the Amazon, then in 2008 the first FSC certified concession in Gabon.
The proven positive social and environmental impact of these models after many years of experience are now being used as a reference to influence future forestry regulations (Article 5 of the Paris agreements to combat global warming now encourages the role of sustainable forest management as well as conservation to reduce emissions from deforestation)

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What was the major challenge you faced?

Stéphane Glannaz

It is still one, but PW has done much more than any other company in this field; motivating end-users to use some of the lesser known timber species to better contribute to sustainable forest management models.
High pressure on the most sought-after species is devastating to the forest and often a source of trafficking.
We must respect and value what nature generates and not change its balance to better protect it.

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Any advice for future sustainable luxury entrepreneurs?

Stéphane Glannaz

The notion of sustainability is by definition linked to luxury as it imposes strict specifications that considerably increase costs.
Because "what is essential is invisible to the eye", very few will appreciate and pay the right price for your commitment and efforts related to your environmental and social impact, which often puts the business model at risk.

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What is particularly exceptional about your brand?

Stéphane Glannaz

The exceptional loyalty of PW's shareholders who support this long-term strategy that places a high value on environmental and social performance.
The forestry sector in tropical countries has such a bad reputation that most companies or investors do not want to be linked to it.
However, the only way to solve a problem is to investigate its sources and work with the people involved to develop solutions.
What makes Precious Woods unique is its ability and commitment to provide responsible practices in very difficult environments (economic, cultural, political...) and thus create synergies between all stakeholders; governments, NGOs, communities, employees and shareholders to achieve their individual goals together with global causes.

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