The timber industry is turning over a new new leaf. These days, environmentalists are not the only one who are proclaiming the importance of protecting trees. From forestry companies to superstores, those who make their livings cutting them down and selling the resulting wood are also interested in being seen as green and wholesome. And what better way to achieve that image than a certificate issued by a respectable conservation group like the Forest Stewardship Concil (FSC) which is based in Mexico and backed by the World Wide Fund for Nature.