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.
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
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.
