It is clear to those who understand the facts that the environmental performance of today's forest products industry is good, except for a small number of pulp mills and forestry operations. However, the industry's image in the minds of many environmental activists and much of the general public remains negative--and improving the industry's image so that the brightest youngsters want to work in it, and so that developers of new mills do not have to face massive and unreasonable public opposition, remains a challenge.
