Trace the forest source used for your book

Attention for sustainability is not any longer on top of the agenda of businesses and consumers. During a discussion I had today with Vanessa Biebel (PEFC chapter Belgium) and Evi De Waele (SGS - certification institute) the subject of traceability popped up. The initiatives of FSC and PEFC would be a lot more credible when businesses and consumers could trace the origins of the paper used for brochures, magazines or annual reports. Imagine image conscious companies like Volvo or The Body Shop produce annual reports or brochures that indicate exactly from which forest, in which country it has been produced. What if Apple could indicate from which sources their packaging has been produced? Traceability supports their environmental brand dimension as it signals the importance the company attaches to a sustainable world. Consumers will also get a better perspective on the role the paper industry plays in deforestation. It could counter the idea that the paper industry is the cause of the deforestation in the Amazon.
A quick online scan showed that various initiatives are taken to achieve traceability. The Indisputable Key is an example of an EU-supported initiative that focuses on traceability. Is the industry however motivated? Contrary to the food industry, there is no health issue at stake that moves the industry. I believe it's about the credibility, and at the end of the day the survival of the industry.