Consumers Demand Timber Labelling as Imports Rise in Australia

Australian consumers are increasingly demanding to know the origin of timber products as imports surge, with nearly all buyers surveyed wanting country-of-origin labeling, according to recent data. This growing consumer awareness is adding pressure to an industry already grappling with record import volumes and questions about sustainable sourcing.

Imports of some timber products are at record levels, a trend that accelerated after the pandemic-era spike in demand for building materials. Laminated veneer lumber (LVL), a widely used engineered wood product, has seen a particularly sharp increase, with imports rising from 120,000 cubic metres in 2022-23 to 167,000 cubic metres in 2023-24. Approximately half of this LVL originates from China, with Malaysia and Indonesia each contributing around 10%.

A survey conducted by consumer advocacy group Choice revealed that 99% of respondents want information on where and how timber products are sourced. Crucially, nearly all indicated that country-of-origin information would influence their purchasing decisions. “People care about making choices that benefit the environment and are less destructive than other options,” said Jarni Blakkarly, a reporter for Choice.

The Push for Transparency and Regulatory Reform

The Australian Forest Products Association (AFPA) has been advocating for country-of-origin labeling for years and views the Choice survey as a significant boost to their efforts. Diana Hallam, AFPA’s chief executive, stated, “If consumers are the loudest voice in this, then I’m sure we’ll get there.” The call for greater transparency comes as concerns mount over the sustainability and legality of timber sourcing practices.

Current Australian regulations, introduced in 2012, aim to combat illegal logging by requiring importers to maintain records and meet due diligence requirements. However, these requirements do not extend to providing that information to consumers at the point of sale. This lack of transparency is a key issue for both consumers and industry stakeholders.

Recent surveys have also revealed instances of imported timber failing traceability testing. Hallam highlighted a concerning discovery: “We also found a survey that revealed five layers of laminated veneer lumber coming in from China actually contained Russian timber — a banned product.” she noted that imported wood products are sometimes stamped with Australian standards markings, obscuring their true origin.

The Human Cost of Timber Imports

The demand for timber isn’t just an economic issue; it has real-world social and environmental consequences in source countries. Choice reporter Blakkarly travelled to Sarawak, in Malaysian Borneo, to investigate the impact of timber harvesting on local communities.

While Malaysia has made progress in reducing deforestation and cracking down on illegal logging, communities in regions like Sarawak continue to experience the negative effects of timber extraction. Blakkarly found that loggers often operate with government permits but without the consent of local communities, leading to conflicts and disruptions to traditional ways of life.

Villagers are increasingly forming blockades to prevent logging machinery from entering forests, attempting to protect their livelihoods and cultural heritage. “These are Indigenous communities that are trying to live and maintain a traditional way of life; they gather a lot of food and medicines from the jungles,” Blakkarly explained. “They’re really wanting to push back and try and stop that logging. They’re wanting to highlight to people like Australian consumers that there is this real-world impact to them and their livelihoods.”

The situation underscores the complexities of global supply chains and the need for consumers to be informed about the origins of the products they purchase. The growing demand for transparency in the Australian timber market reflects a broader trend towards greater accountability and sustainability in global trade.

The debate over timber labeling is likely to intensify as imports continue to rise and consumer awareness grows. The AFPA believes that clear labeling laws are essential to empower consumers to make informed choices and support sustainably sourced timber. The question now is whether policymakers will respond to the mounting pressure and implement the necessary regulatory reforms.

As Hallam stated, “There will always be demand for both hardwood and softwood in Australia. If we aren’t supplying those types of timbers, then their only options are to be imported.” The future of the Australian timber industry, and the sustainability of global forests, may depend on the ability to provide consumers with the information they need to make responsible purchasing decisions.