Geo-Traceability: A New Marketing Tool

Posted by Rumin Mann
February 26th, 2013

By Scott Buchholz

geo-traceability workshop pic2

This past week saw BC Wood and FPInnovations sponsor a well-received traceability workshop attended by a wide range of industry manufacturers and related Forestry based associations. The workshop broached the subject of the potential role of traceability systems, like ThisForest, as a marketing tool and as an addition or alternative to certification.

With consumers becoming increasingly interested in the origins and supply chains involved in a product, traceability systems are seen as an effective marketing tool, showcasing sustainable business practices and the heart of the company itself.

Traceability represents this missing link between producer and consumer. The fishing and farming industries have already adopted traceability as a viable medium to this extent; it seems the Forestry sector is poised to adopt similar strategies given traceability’s growing popularity, both in industry and consumer demand.

geo-traceability workshop pic

Why is this good for your business?

Traceability is beneficial to business, big or small, for a number of reasons. International pressures are seeking proof of legal harvesting. For producers, this can be demonstrated through traceability, which tracks the supply chain back to the forest of origin. In addition, a company showcasing responsible business practice has the potential for financial return via an increased referral rate due to improved online presence through participation with ThisForest.

geo-traceability workshop pic3Traceability provides a bridge between company and consumer, whether B2B or B2C. It allows the consumer insight into the forest of origin where the wood was harvested, the story of the people behind the company, and something that can be shared between purchaser, family, and friends.

We all know word-of-mouth is the most effective tool in marketing. Studies show that people are more likely to purchase something that was recommended to them by a friend, than anything else. Traceability equips buyers with the tale behind the product and a more intimate relationship with that which was purchased. This motivates consumers to share the story of their purchase and proposes a greater likelihood of returning customers and referrals.

ThisForest is currently in its initial stages of development with a number of trial companies experiencing overall positive results. The workshop this past week allowed for industry input on this burgeoning field of traceability in combination with online marketing and social media. This mechanism doubles as not only a way of showcasing responsible Forestry practices, but also as an effective marketing strategy that people can relate to and share with their inner circles.

It is digitized word-of-mouth.

For further information please visit or contact or myself at

Comments are closed.