In our sector it's part of our good name. All business is dependent on social capital, dependent on brands. Whether it's your customers—we're going to have a huge shortage of employees—whether it's recruiting young people, recruiting employees, work satisfaction of our existing employees, confidence of our investors, confidence of provincial governments that control the resource. All of those things depend on our brand, on our good name, and because we work in the forest, they depend on nature. Our capacity to demonstrate that we can do it respectfully is a big part of our good name.
On December 12th, 2011. See this statement in context.