ABSTRACT
Homer T. Hayward founded the Hayward Lumber Company (HLC), a privately held family business, in 1919. Bill Hayward, the founder's great-grandson, began managing the company in 1992 Hayward needed to create a real-world example of the cost case for building green and in so doing, as he had written on his office wall: "be the change he hoped to see in the world." He hoped to capture new information on how to both build and sell green and to fortify his company's environmental leadership position. Hayward also believed that the employees of the company would be invigorated by an environmental strategy. In 1993,130 representatives of environmental organizations, lumber companies, forest product retailers, indigenous peoples' groups, forestry certification groups, and scientists from around the world gathered to create the Forest Stewardship Council (FSC). FSC certification gave consumers the opportunity to choose wood products generated from a "sustainable" forest.
