Midway is a member of Forest and Wood Products Australia (FWPA) , a not-for-profit company that provides national, integrated research and development services to the Australian forest and wood products industry. FWPA launched an advertising campaign in June 2019 to share the environmental advantages of forestry and wood products, as consumers increasingly look for alternatives to unsustainable materials. The campaign comes off the back of the development of a new brand, The Ultimate Renewable™ based on extensive industry and consumer research conducted by consultancy Pollinate.
The Ultimate Renewable™, provides a universal, positive communications message for the sector to share. It’s all about reframing forestry in the eyes of the public, by making and continually reinforcing the association between wood and the word ‘renewable’. This aims to encourage the community to embrace forest and wood products across the supply chain.
Midway supports The Ultimate Renewable™ campaign and branding , and parts of the footage of the TV advertisement for the campaign show Peter Maddison walking through Midway owned plantations at Barramunga, and the Arbogen nursery in Colac, a supplier to Midway for over 10 years.
Midway Geelong manager Rowan Eyre’s team is responsible for harvesting operations and takes considerable pride in managing these operations to achieve strong outcomes for quality, safety and environment.
Midway had recently harvested a 18 year old blue gum plantation near Learmonth, which the owners had purchased in 2010 as part of their self managed Super fund, and Rowan was particularly pleased to receive this email from the landowner:
“Hi Fiona and Rowan, this email is to confirm my personal postal address and it is: ———— It’s been great doing business with your company, everyone has been so professional and the tree fellers and carters were very dedicated and safety conscious. Our property was left in very good condition with far better access roads than we had before. The trees in some place have re-grown already to about 750 mm high in 3 months. We look forward to doing business with you again in around 10 years time! Kind regards, Allan Walker”