The Potlatch Corporation is profiled in this month’s Washington CEO. Unfortunately, the profile doesn’t mention what I like best about the company: its green certification of its entire Idaho forest holdings—668,000 acres—to the standards of the Forest Stewardship Council (FSC) label. That Potlach, a large publicly-traded timber corporation, won the FSC label is proof that sustainable forestry is market-competitive.

Potlatch’s certification is also a compelling rebuttal to Oregon’s and Washington’s state forest agencies—both continue to insist that they can’t meet FSC standards, despite their public mandates and mounting evidence to the contrary (such as the 6 other states who have certified their public forests).

By the way, last I heard, Potlatch was on its way to winning certification for an additional 700,000 acres in Minnesota and Arkansas.