Looking at the Wood Pellet Sector through a Drinking Straw
Last Friday the broader wood pellet industry found itself once again in the crosshairs of the mainstream press as a major network ran a nearly 8-minute piece on industrial wood pellet production in the southeast. I’ve decided not to offer a link to the story as I rankle when other wood energy outlets amplify negative stories about our sector, so I’m not doing it. It's out there if you want to look for it.
At this point in my career, I could write the script for these stories. I could certainly list the video and photo shots that will be featured. The selected imagery exposes the motivations of the reporter and this story was no different. The frustrating reality is that the story misses the big picture and this is, of course, intentional. I’m a big fan of magic and magicians will tell you that their art hinges on their ability to command your attention and look at what they want you to look at and more precisely and importantly, not look at what they don’t want you to look at. The story of wood pellet production, industrial or residential and BBQ pellets, cannot be told in an 8-minute spot. I did author a rebuttal which I delivered to the reporter and directed him to our “3-Facts” document. Truthfully, I doubt it gets much traction or even a response from the outlet. However, these documents can and should offer some utility to you and I’ve already heard from members that their customers and sales teams have found both helpful.
I’ll close with this thought, all of the rancor around industrial wood pellet production can be connected to an unfortunate misunderstanding in the general population that our forests are at risk because of markets for wood products and the media has been co-opted into perpetuating this myth. The fundamental truth is that forest inventories in this country have grown in the last 100 years not in spite of, but because of strong markets. Talk to any forest products manufacturing association, forest landowner or forester or staff member at the U.S. Forest Service and you will hear the same thing. Every summer the impact of unmanaged forests is on full display in the American West.
Be proud of our industry’s contribution to the forest products sector. We extend the value of every tree, capturing energy from what would otherwise be a waste stream and provide clean, renewable heating fuel for a million American households. Spoiler alert: you’ll hear none of that in the TV spot that aired last week.