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.