In December, Greenpeace pulled the trigger, claiming it had proof from GPS-tagged video and pictures that one of the coalition industry members, Resolute Forest Products, was building logging roads in areas forbidden by the agreement. It released pictures it said were taken in August 2012 in Quebec’s Montagnes Blanches region, and it promptly resigned from the CBFA (Canadian Boreal Forest Agreement). --
Unlike Kimberly-Clark and Quebec-based hardware and lumber retailer Rona, which buckled under harsh criticism and paid greenmail, Resolute fought back, providing documentation that the allegations were untrue. It supplied “concrete milestones” that it had reached for caribou protection and the implementation of best practices.
When its prey did not drop, Greenpeace reloaded and fired again. Spokesperson Shane Moffat trumpeted “Greenpeace’s science-based advocacy for responsible forestry” as the group issued a report,Boreal Alarm that threatened to wreak havoc on Resolute’s brand if it didn’t junk its logging practices, already approved under the terms of the CBFA coalition, in Quebec, Ontario and Manitoba.
Greenpeace and its key allies were surprised at Resolute’s resoluteness. But the company believed it was standing on firm factual ground and refused to be bullied. Finally in a huge embarrassment, on March 19, the activist group admitted it had bungled its “investigation” and that the unimpeachable videos and photos were just plain wrong. Even as it crowed about its 40 years of commitment to “best available science and research,” Greenpeace admitted it relied on “inaccurate maps” before launching its highly public and damaging attacks.
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The Resolute way of taking on Greenpeace will hopefully encourage other companies worldwide to do the same. It is time to stop the job destroying envirofundamentalist greenmailers!
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