Our expert panel discuss sustainable practices during FSC® Forest Week

Recently, we hosted an online panel discussion with our long-standing partner Mohawk to explore what FSC® certification really means for businesses and designers.(FSC-C215350)

Bringing together insights from Melissa Stevens, CMO at Mohawk; Paul Graver, EXSETIS Consulting (Mohawk FSC® Lead); Toby, Global Director of Product Design at MOO; and Luke Landers, Head of Sustainability at MOO, we explored how FSC® touches everything from fibre sourcing to product design, supply chain transparency, and the future of responsible manufacturing.

Contents

1. FSC® – lasting impact beyond the forest
2. Quality of supply – sustainable sourcing and everyday impact
3. Sustainable design – stewardship without sacrificing quality
4. The ‘farm to table’ of forestry – understanding chain of custody
5. Looking ahead – the future of FSC®
6. Take action: make sustainability your standard

Beyond FSC® – It doesn’t just stand for forests

FSC® often gets shorthand recognition as a forest-friendly label, but its influence goes far beyond the trees. Melissa, explains that FSC® standards influence how every product is made – especially fibre sourcing. Building on FSC®, Mohawk takes great efforts and care throughout production to limit water and energy use. 

“FSC® certification is about more than just what’s in the forest,” Melissa says. “It’s about ensuring that the wood and paper we use come from responsibly managed forests and verified sources, helping protect nature and people through the supply chain.”

Luke adds: “How these elements come together is important. The fibre, water and energy used in manufacturing influences both environmental impact and product quality.”

Why this matters for your business 

Choosing FSC®-certified products shows your customers that sustainability is embedded in every stage of production — building trust, responsibility, and long-term quality into your brand.

Quality of supply – sustainable sourcing and everyday impact

Sourcing responsibly isn’t just good for the planet — it’s essential for consistent, high-quality products. Luke leads the conversation on balancing sustainability with reliability.

“Every product we create at MOO relies on consistent, sustainable sourcing,” Luke explains. “FSC® certification ensures that the fibre we use comes from responsibly managed forests, giving us the confidence that our supply chain meets the highest environmental and social standards.”

Paul points out the added layer of security: “Chain of custody certification gives credibility to every link in the supply chain. It’s about traceability, transparency, and reducing risk, so businesses can trust their suppliers without compromise.”

Toby notes the creative benefits: “Sustainably sourced materials allow designers to experiment and innovate without worrying about availability or ethical concerns. It’s freeing, creatively and operationally.”

Why this matters for your business

FSC® certification reduces risk, verifies responsible sourcing, and enables your brand to confidently promote responsible practices — a key differentiator for customers who care about ethics and sustainability.

Sustainable design – stewardship without sacrificing quality

Designers often worry that sustainability comes at the expense of quality, but it doesn’t have to. Toby shares how responsible design can delight consumers while reinforcing brand values.

“Sustainability should be baked into everything we do,” Toby says. “Good design respects the environment while still creating products that feel premium and desirable. It’s about showing consumers that eco-friendly products can also be beautiful and well-made.”

Melissa emphasises packaging as a communication tool: “It’s important to consider the whole package — literally. Packaging design can reinforce a sustainability message, but it has to function and delight. FSC® materials help us create responsibly designed products that people love to use.”

Luke adds: “When customers see FSC®-certified products, it builds trust. They know the story behind the materials, and it strengthens their connection to the brand.”

Why this matters for your business

Thoughtful design using FSC® materials communicates your brand values, enhances customer experience, and proves that sustainability and quality go hand in hand.

The ‘farm to table’ of forestry – understanding chain of custody

FSC® certification isn’t just about where the trees come from — it’s about knowing every step your materials take. Paul likens chain of custody to farm-to-table dining: transparency and accountability at every stage.

“Chain of custody provides a documented path for materials from the forest to the final product,” Paul explains. “It’s a handshake at every step, giving credibility and traceability. Consumers and businesses can trust that what they’re buying is responsibly sourced.”

Luke adds: “Even people who see the FSC® logo daily might not know what it stands for. Chain of custody is what makes the certification meaningful — it turns a symbol into a story and a proof point.”

Toby notes: “Designers can use this story to engage consumers. Transparency builds trust, and trust builds brand loyalty. That’s the power of chain of custody.”

Why this matters for your business

Clear traceability allows you to demonstrate authenticity, foster consumer confidence, and stand out as a trusted, responsible brand partner.

Looking ahead – the future of FSC®

FSC® certification is now an expectation for many brands, but the future will involve deeper sustainability metrics and more innovative materials.

Melissa reflects: “FSC® provides the foundation. From there, we can explore life cycle assessments, carbon footprinting, and alternative fibres beyond traditional wood pulp. It’s about continuous improvement.”

Paul adds: “The certification process itself drives innovation. To maintain compliance, companies refine practices, improve efficiency, and think creatively about sustainability. That momentum carries forward into every product we make.”

Luke sees growing consumer expectations: “Customers increasingly want to understand the full impact of products — not just that they’re FSC®-certified, but how they were made and what happens at the end of their life. Brands that embrace that transparency will stand out.”

Toby concludes: “FSC® certification normalises sustainability. It should become second nature, like basic skills in a craft. When it’s embedded in every decision, brands can push the boundaries of design while remaining responsible.”

Why this matters for your business

Adopting FSC® now positions your brand for future sustainability standards, signals leadership, and lets you deliver products that are responsible, innovative, and exceptional.

Take action: make sustainability your standard

Sustainability isn’t just a buzzword — it’s a commitment that shapes everything from sourcing to design, supply chain transparency, and customer trust. By embracing FSC® certification, you’re not only making responsible choices for the environment, but you’re also building a stronger, more resilient brand that your customers can believe in.

As our conversation with Mohawk shows, sustainable practices can coexist with exceptional design, operational excellence, and innovation. The future belongs to brands that embed responsibility into their products, processes, and storytelling — and that starts with making FSC® your standard, not an afterthought.