The head of the Sustainable Forestry Initiative (SFI) recently shared her thoughts with us on the business of certification. For Kathy Abusow, a trip to the local grocery store with her two kids can be an enlightening experience. While recently shopping the packed isles of the neighbourhood grocer for the next week's lunch makings, she explains that she picked up some juice boxes and "let out a scream." It wasn't that something was wrong. "It was a scream of excitement," she clarifies. "I had just spotted our organization's logo on the juice box packaging."
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