Who we are. What we do. Why it matters.

Our Mission

Build trust and support to manage, harvest, conserve, and play in North America’s forests in ways that address key societal challenges.

Our Value Proposition

Via the #forestproud platform, the North American Forest Partnership (NAFP) delivers original content designed to accomplish this mission and build trust and support for, and pride in, the forest sector. Partners inform and subscribe to this content to:

1.     build pride in their employees, making them more effective & vocal ambassadors;

2.     attract new and diverse talent to enter into the workforce; and

3.     communicate the relevance of the sector to policymakers.


We are the most diverse coalition aligned to share the story of the forest sector. Every partner brings a unique perspective and capacity to address the challenges we’re facing, be it conservation and climate-change, fighting wildfire, rethinking our carbon future, reimagining cities, or highlighting the importance of strong markets and an even stronger workforce. These are the stories we are in the business of sharing.  We capture and frame these stories and pair them with a robust digital strategy for distribution to key audiences. This strategy is now reaching a million people a month, not including distribution by NAFP members, whose organic reach exceeds 11 million people.

In the short term, we’re helping mobilize the existing workforce as proud, vocal ambassadors of their organizations and the sector. In the medium term, we’re helping reshape job seekers’ association with the sector from one of creating problems, to one of having a positive environmental impact and providing solutions. In the long term, we’re working as a diverse, authentic collective voice to reframe how people and decision-makers perceive the role and relevance of the sector as providing solutions to pressing societal challenges.

Defining & Measuring Success

We currently report #forestproud’s performance against our goals in a monthly dashboard. We believe ‘moving the needle’ will require ongoing evaluation of the following outcomes:

1.     The #forestproud platform is consistently growing reach, engagement, and awareness.

2.     Partners are using our content to reach key audiences.

3.     Potential employees pursue work in the sector after engaging with #forestproud.

4.    Our audiences trust in and support the sector, associating it with solutions to key challenges.

Back to Board Kit | Download the PDF


Contact Us

Something not working? Have a question? Need help crafting the perfect post? Feel free to reach out directly to TJ Struhs at tj@forestproud.org or Rae Tamblyn at rae@forestproud.org