urholz

Best Practice

Topics

• Regional value added
• Governance capacity

Short description

The aim of the project „urholz“ is the ecologically reasonable use of the wood from the regional forests in the area of Säntis, and its local processing and innovative marketing with a high quality standard. In order to achieve this goal, local companies have built up a common production chain – forest ecology, forest, timber construction, furniture design – and have developed the label “urholz”. The production is being made transparent by the certification of “urholz” products.

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Project executive

The project is carried by the working group „urholz”, which is composed of four locally rooted innovative companies from Urnäsch (canton AR, Switzerland). • ARNAL, bureau for nature and landscape AG • Forest management Urnäsch • Timber construction H. Steingruber AG • Furniture design Werner Alder They form a production chain of forest ecology, forest, timber construction and furniture design. These four companies are also the formation parties. Further partnerships with other companies are appreciated. Responsible Person: Meier Robert ARGE urholz c/o ARNAL AG Kasernenstrasse 39A, 9100, Herisau, Schweiz robert.meier@arnal.ch 071 366 00 50 071 366 00 51

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Participants

The sponsorship is formed by four formation companies. In 2004, the project has been included in a government program of the canton App. A.Rh. as one of ten innovative projects and has been supported by a start-up financing. In 2005, the Project has been opened for further innovative enterprises in the timber sector: As an example, the new REKA holiday village will be built from “urholz” (“urholz” buildings with a special regionally developed timber panel technique are offered with a partner).

Objectives

The project aims to support the development and promotion of new products form domestic timber and local production. The local certification aims to give the clients a higher transparency of the entire production than it would be possible for instance by the FSC-label, since the client should always be able to inspect the entire production chain. Apart from the regional products, also the production history should be communicated and sold to the clients. Increased sales of regional products and the raise of product diversity shall improve the workload for small enterprises. Furthermore, they shall profit from the fusion of the production chain to enter new markets efficiently. The project shall increase the appreciation for regionally processed timber products and achieve a better understanding for sustainable utilisation cycles.

Activities

Internal activities: Formation of the working group and the build-up of the organisational structure, marketing concept and strategy, development of the logo and its launch. Prodution of the flyer to communicate the project idea, certification and development of the certificate for the first prototypes. Public activities: a) Campaign „big bang“ in Nov. 2004 for the launch of the project idea including an apéro for the media. b) Selling of Christmas trees as family event (directly sold in the forest) at the 4. advent 2004. In the future, apart from the development of new products, 4-5 such bigger events should be organised annually apart for the launching of products. For example an celebration for kids in autumn for the launch of new ur-wood toys, a touring exhibition with prototypes of urholz furniture, a forest celebration as inauguration of the cabin prototype, or a night of ant-fairy-tales for the launch of the logo.

Process

Traditional project management. No specific methods were used.

Results

In the first year, mainly important internal results have been attained (successful foundation of the working group and the build-up of a slim organisational structure, marketing concept and –strategy). The project has been included in a government program of the canton App. A.Rh. as one of ten innovative projects. In 2004, first marketing activities have caused good reactions in the media and the timber sector (e.g. “big bang”). First products have been developed and launched as prototypes (Appenzeller cabinet, wood toys, stools, etc.). The selling of Christmas trees was a successful family event and will be repeated in the subsequent years. The Project aims to generate an new market for timber products and expand the existing market by the launch of manifold new timber products. A broad clientele shall be addressed by the entire production cycles (e.g. with larger events).

Evaluation

No evaluation data available.

Difficulties

There were some difficulties during the build-up of the organisational structure. For instance, the clear separation of individual interest and those of urholz as a whole needed many discussions. As solution, there have been made contracts with mutual obligations. Furthermore, there is a need to develop good rules for the inclusion of new companies that will be motivating and suitable for the organisational form also in several years.

Budget

Depends on activities (Euro)

Financial backer

The sponsorship provides a prefinancing for build-up works, otherwise external financing. In 2004, the marketing (e.g. development of the logo) was supported by the canton AR.

Source of information

Competition

Participant at the 2005 Future in the Alps competition

Homepage

http://www.arnal.ch (noch keine eigene)

Project executive as above

Contact person as above

Comments

Impact on nature and environment

Timber is a renewable resource whose sale is desired in Switzerland. Only FSC certified timber is used. It is employed selectively and sustainable. The project consciously focuses on short routes of transport (domestic wood: locally processed and sold), which conserves nature and Environment. The urholz-certification assures an environmentally sound and regional processing and product chain.

Economic value added

1) Preservation and extension of employments of local companies with balances workload. 2) Increase of the market share , enlarging the range of products. 3) As production chain, local small companies can address new target customer segments. 4) In addition, as production chain, they have a stronger position at exhibitions and in the media. 5) The gains remain in the region (local company networks)

Socio-cultural value added

1) The consciousness of the clients for sustainable processing cycles in the region and their appreciation of regional timber resources are promoted, since in addition to the urholz products themselves, also the manufacturing history is sold. 2) At larger events (about four per year) the interrelations of the sustainable use shall be shown to the visitors, such as they can experience them, e.g. sales of Christmas trees as family event in the forest, where local foresters explain the principle on site.

Innovative content

The idea of long-term utilisation is the central point, as the whole production chain is brought to market. 1) Apart from the products, also the manufacturing history is sold to the clients. 2) Including a broad public at the launch of products (promotion of the appreciation for sustainable and regional utilisation chains). 3) The amalgamation of small local companies to a production chain opens new markets and provides more options to develop products (the transfer of knowledge between sectors is important as well).

Good governance

1) The certification makes the product chain transparent 2) The advantage of small sponsorships is their ability to make decisions together, while still remaining capable of acting and being efficient. 3) Great importance is attached to a strong integration and shared responsibility of new companies that are included in the growing organisation (e.g. by own input for the production of prototypes).

PR impact

1) The launch of the project idea was organised as a media apéro, whereupon the business development and the timber industry approached urholz 2) The ant is the popular figure of urholz and is being used as logo (and certification brand) on all products to communicate the idea that useful cooperation is formula for success! 3) The flyer presents the idea and the production chain.

Multiplier effect / networking

Especially the networking with further enterprises of the timber industry (production and marketing) provides a big potential for the success of this project. Therefore, the ideas was already presented on trade fairs. But the project is first in the developmental- and initial phase and experiences are continually gained.

Transferability

1) The connection of small enterprises permits to develop new products and open up new markets. 2) Selling not only the regional product, but also the manufacturing history. 3) Development of region-specific certification. 4) Launch of prototypes with regional evens arouse curiosity and are effective sales campaigns (also for single small enterprises).

Remarks

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Further information