That's an excellent question.
I have neglected—and it's totally my fault—to formally introduce you to Isabelle Des Chênes. She is our vice-president responsible for the trade file. She worked with our member companies and the government to help promote, through the LEAF program, the good story we have to tell. We thank the government for its help in telling the good story about the forest practices in Canada.
As an association, I believe ours is the only forestry association in the world that requires its members to commit to have a certification process for their forest management practices. There's a number of certification processes. In regard to Canada, I believe, and Isabelle is going to help me with the exact number, that something like 41% of the certified forests in the world are here in Canada. We have a brand. The Canadian brand for forest products is among the best in the world.
That's just in managing the forest. There's the chain of custody, which you referred to. Where did that tree come from? Is it from a certified forest? Is it processed in such a way that you don't have effluent going into the rivers and you don't have pollutants and NOx and SOx going into the atmosphere? It's not just what's happening in the forest; it's what happening right through the value chain.
As I said, as part of our Vision 2020, we're committed not only to promoting the good practices we have, but also to increasing those by some 35% so that we continue to have that brand.