THE FUTURE OF OUR FOREST
Writing the Next Chapter for Georgia’s Forestry Industry
Spring 2026
By Stasia Kelly
Georgia’s forestry industry remains one of the state’s most important economic drivers, supporting landowners, rural communities and a vast manufacturing network. But in late years, a combination of challenges — including mill closures, storm damage, shifting markets and increasing pressure on forestland — has created uncertainty
across the sector. Georgia Tech estimates recent mill closures alone will deliver a $2.9 billion loss to the state. Those realities prompted state leaders to take a closer look at the future of forestry in Georgia.
Georgia Governor Brian Kemp established the Forestry Task Force to assess the current landscape of the industry and identify strategies to strengthen its longterm viability. Bringing together leaders from across forestry, manufacturing, research and economic development, the group was tasked with evaluating both the challenges facing the industry and the opportunities that lie ahead.
“This is a marathon, not a sprint,” said State Forester Johnny Sabo. “To witness real change, it will require focused collaboration over the next several years. With the dedication of so many, I am confident
Georgia will remain the #1 forestry state in the nation.”
Over the course of its work, the task force identified several key priorities — strengthening markets for forest products, expanding the use of wood in emerging industries and improving how the forestry community communicates its value. Together, these recommendations form a framework aimed at supporting landowners, stabilizing the industry and positioning Georgia forestry for longterm growth.
Rather than focusing on a single solution, the task force emphasized a coordinated approach — one that connects
innovation, market development and policy support. The full report can be accessed at the QR code below. Its framework is now beginning to take shape.
As recommendations move forward, they are helping inform conversations at the state level around how best to support the industry. Alongside industry-driven solutions, state leaders are considering a range of legislative and financial initiatives aimed at stabilizing markets, supporting landowners and strengthening Georgia’s forestry sector.
Many of these efforts reflect the priorities identified by the Forestry Task Force — particularly the need to expand markets, support recovery from natural disasters and encourage innovation within the industry.
While these initiatives vary in scope, they share a common goal: creating a more resilient and competitive forestry
sector that can adapt to changing conditions while continuing to support landowners, communities and the state’s
economy.
Those conversations are closely tied to another key focus of the task force -- expanding how Georgia’s forest resources
are used and valued.
across the sector. Georgia Tech estimates recent mill closures alone will deliver a $2.9 billion loss to the state. Those realities prompted state leaders to take a closer look at the future of forestry in Georgia.
Georgia Governor Brian Kemp established the Forestry Task Force to assess the current landscape of the industry and identify strategies to strengthen its longterm viability. Bringing together leaders from across forestry, manufacturing, research and economic development, the group was tasked with evaluating both the challenges facing the industry and the opportunities that lie ahead.
“This is a marathon, not a sprint,” said State Forester Johnny Sabo. “To witness real change, it will require focused collaboration over the next several years. With the dedication of so many, I am confident
Georgia will remain the #1 forestry state in the nation.”
Over the course of its work, the task force identified several key priorities — strengthening markets for forest products, expanding the use of wood in emerging industries and improving how the forestry community communicates its value. Together, these recommendations form a framework aimed at supporting landowners, stabilizing the industry and positioning Georgia forestry for longterm growth.
Rather than focusing on a single solution, the task force emphasized a coordinated approach — one that connects
innovation, market development and policy support. The full report can be accessed at the QR code below. Its framework is now beginning to take shape.
As recommendations move forward, they are helping inform conversations at the state level around how best to support the industry. Alongside industry-driven solutions, state leaders are considering a range of legislative and financial initiatives aimed at stabilizing markets, supporting landowners and strengthening Georgia’s forestry sector.
Many of these efforts reflect the priorities identified by the Forestry Task Force — particularly the need to expand markets, support recovery from natural disasters and encourage innovation within the industry.
While these initiatives vary in scope, they share a common goal: creating a more resilient and competitive forestry
sector that can adapt to changing conditions while continuing to support landowners, communities and the state’s
economy.
Those conversations are closely tied to another key focus of the task force -- expanding how Georgia’s forest resources
are used and valued.
MAGNIFYING THE VALUE OF GEORGIA’S FORESTS
One of the most forward-looking areas of discussion centered on how Georgia’s forest resources could be used in new and more valuable ways. While traditional forest products such as lumber, pulp and paper remain essential to the industry, task force conversations emphasized the need to explore emerging markets that could increase the value of timber and create new economic opportunities across the state.
At the center of that conversation is the potential to use wood as a renewable source for advanced materials, chemicals
and other high-value products. Historically, plant-based materials played a central role in chemical production before
petroleum became the dominant feedstock.
Today, as industries look for more sustainable alternatives, interest in those renewable sources is returning.
Task force member Anthony J. “Bo” Arduengo is a big believer in the expanded potential of timber. As Georgia Tech’s
School of Chemistry and Biochemistry Professor of Practice, he envisions a wide range of higher-value applications for
wood, which boasts renewability.
“If we’re harvesting from the forest, it’s sustainable,” he said. “You don’t have to drill a hole in the ground to get the stuff out. It’s right there at the surface.”
This shift has the potential to reshape how forest resources are valued. From industrial solvents to pharmaceuticals,
these opportunities could also provide new uses for materials that are currently underutilized, particularly in the wake of storms and other disruptions.
For landowners, that kind of value shift could be significant. Storm-damaged timber, which has traditionally been difficult to market, could become viable income instead of a loss. More broadly, expanding into higher-value markets could help strengthen the economic foundation of forestry across the state.
Moving these concepts from research to reality, however, will require continued investment in infrastructure, partnerships and technology. Task force discussions highlighted the importance of bridging the gap between laboratory scale innovation and real-world application — creating opportunities for new facilities, new jobs and new industries tied to Georgia’s forests. The task force recommended support of the Georgia Forestry Innovation Initiative with Georgia Tech, which would assist industry expansion into existing markets through research, product testing and private partnerships.
TO MARKET, TO MARKET…
While innovation offers one path forward, the task force also recognized that the future of forestry depends just as much on strengthening existing markets. A key challenge identified during discussions was the need to more effectively communicate the value of Georgia’s forest products — particularly to audiences who may not have a direct connection to forestry.
A new initiative connected to the “Georgia Grown” brand is designed to address that gap. Through a partnership
between forestry and agriculture leaders, the effort aims to create a unified message around Georgia’s forest products, highlighting the sustainability, stewardship and economic importance of the industry.
The initiative includes expansion of the Georgia Grown Wood Products campaign. This multi-platform storytelling and engagement initiative is designed to connect Georgia’s forestry sector directly with consumers, contractors, retailers and policymakers. It positions Georgia as the nation’s leader in sustainable wood sourcing, quality manufacturing and community-driven stewardship -- highlighting the people, processes and purpose behind the industry. At its core, the campaign reinforces that choosing Georgia Grown Wood is both a smart investment and a reflection of values, pride and responsible forest management.
The campaign’s external communications strategy focuses on building awareness and driving preference through compelling, consumer-facing content. It includes a blog series, infographics, short-form social videos, press materials and newsletter integration to showcase sustainability, carbon benefits and economic impact. That digital storytelling is paired with in-store marketing activation — partnering with retailers and suppliers to implement point-of-sale displays, QR-enabled signage and co-branded materials that connect customers directly to the Georgia Grown Wood story at the moment of purchase.
Led by the Georgia Department of Agriculture, Georgia Forestry Association and Georgia Forestry Commission, the campaign targets audiences ranging from forestry professionals and retailers to policymakers, builders and conservation-minded consumers. Success will be measured through reach, engagement and shifts in perception — specifically increasing recognition that Georgia Grown Wood is sustainable, high-quality and local. Long-term, the initiative aims to protect existing markets, attract new investment, strengthen rural economies and deepen public understanding of forestry as a renewable resource.
Another proposal outlines the design and construction of a mass timber state office in Morgan County, with a project cost of $2.6 million. It would be the first mass timber building developed by the State of Georgia, serving as a pilot project to demonstrate the viability and benefits of this innovative construction approach.
As additional state buildings adopt mass timber, increased demand is expected to attract a manufacturing facility to Georgia. This would strengthen the state’s forest industry while expanding access to mass timber products, supporting broader use across both public and private sector construction projects.
One of the most forward-looking areas of discussion centered on how Georgia’s forest resources could be used in new and more valuable ways. While traditional forest products such as lumber, pulp and paper remain essential to the industry, task force conversations emphasized the need to explore emerging markets that could increase the value of timber and create new economic opportunities across the state.
At the center of that conversation is the potential to use wood as a renewable source for advanced materials, chemicals
and other high-value products. Historically, plant-based materials played a central role in chemical production before
petroleum became the dominant feedstock.
Today, as industries look for more sustainable alternatives, interest in those renewable sources is returning.
Task force member Anthony J. “Bo” Arduengo is a big believer in the expanded potential of timber. As Georgia Tech’s
School of Chemistry and Biochemistry Professor of Practice, he envisions a wide range of higher-value applications for
wood, which boasts renewability.
“If we’re harvesting from the forest, it’s sustainable,” he said. “You don’t have to drill a hole in the ground to get the stuff out. It’s right there at the surface.”
This shift has the potential to reshape how forest resources are valued. From industrial solvents to pharmaceuticals,
these opportunities could also provide new uses for materials that are currently underutilized, particularly in the wake of storms and other disruptions.
For landowners, that kind of value shift could be significant. Storm-damaged timber, which has traditionally been difficult to market, could become viable income instead of a loss. More broadly, expanding into higher-value markets could help strengthen the economic foundation of forestry across the state.
Moving these concepts from research to reality, however, will require continued investment in infrastructure, partnerships and technology. Task force discussions highlighted the importance of bridging the gap between laboratory scale innovation and real-world application — creating opportunities for new facilities, new jobs and new industries tied to Georgia’s forests. The task force recommended support of the Georgia Forestry Innovation Initiative with Georgia Tech, which would assist industry expansion into existing markets through research, product testing and private partnerships.
TO MARKET, TO MARKET…
While innovation offers one path forward, the task force also recognized that the future of forestry depends just as much on strengthening existing markets. A key challenge identified during discussions was the need to more effectively communicate the value of Georgia’s forest products — particularly to audiences who may not have a direct connection to forestry.
A new initiative connected to the “Georgia Grown” brand is designed to address that gap. Through a partnership
between forestry and agriculture leaders, the effort aims to create a unified message around Georgia’s forest products, highlighting the sustainability, stewardship and economic importance of the industry.
The initiative includes expansion of the Georgia Grown Wood Products campaign. This multi-platform storytelling and engagement initiative is designed to connect Georgia’s forestry sector directly with consumers, contractors, retailers and policymakers. It positions Georgia as the nation’s leader in sustainable wood sourcing, quality manufacturing and community-driven stewardship -- highlighting the people, processes and purpose behind the industry. At its core, the campaign reinforces that choosing Georgia Grown Wood is both a smart investment and a reflection of values, pride and responsible forest management.
The campaign’s external communications strategy focuses on building awareness and driving preference through compelling, consumer-facing content. It includes a blog series, infographics, short-form social videos, press materials and newsletter integration to showcase sustainability, carbon benefits and economic impact. That digital storytelling is paired with in-store marketing activation — partnering with retailers and suppliers to implement point-of-sale displays, QR-enabled signage and co-branded materials that connect customers directly to the Georgia Grown Wood story at the moment of purchase.
Led by the Georgia Department of Agriculture, Georgia Forestry Association and Georgia Forestry Commission, the campaign targets audiences ranging from forestry professionals and retailers to policymakers, builders and conservation-minded consumers. Success will be measured through reach, engagement and shifts in perception — specifically increasing recognition that Georgia Grown Wood is sustainable, high-quality and local. Long-term, the initiative aims to protect existing markets, attract new investment, strengthen rural economies and deepen public understanding of forestry as a renewable resource.
Another proposal outlines the design and construction of a mass timber state office in Morgan County, with a project cost of $2.6 million. It would be the first mass timber building developed by the State of Georgia, serving as a pilot project to demonstrate the viability and benefits of this innovative construction approach.
As additional state buildings adopt mass timber, increased demand is expected to attract a manufacturing facility to Georgia. This would strengthen the state’s forest industry while expanding access to mass timber products, supporting broader use across both public and private sector construction projects.
"When we say our product is sustainable, it’s not just a talking point. It’s 100 years of stewardship.”
— Matt Hestad, Senior VP, Georgia Forestry Association/Foundation
CONNECTING INNOVATION, POLICY AND PEOPLE
The work of the Forestry Task Force highlights an important connection between innovation, policy and market strength. New technologies create opportunities. Policy helps support and scale those opportunities. And strong markets ensure that forestry remains economically viable for landowners and communities. Underlying all of these efforts is a recognition of the people at the center of the industry. That perspective helped shape the direction of the task force’s work, grounding long-term strategies in realworld impact. Collaboration also emerged as a key theme — bringing together expertise from across sectors to move ideas forward.
A PATH FORWARD FOR GEORGIA FORESTRY
Georgia’s forests have always been a renewable resource. The opportunity now is to ensure they remain a resilient and valuable one. The Forestry Task Force report outlines a path forward that builds on the state’s existing strengths while preparing for the future. By expanding markets, encouraging innovation and strengthening how the industry communicates its value, Georgia is positioning itself to remain a leader in forestry for years to come. For landowners, that means more options and stronger markets.
For communities, it means continued economic support. And for the industry as a whole, it represents a chance to evolve while staying rooted in the principles that have long defined Georgia forestry.
The resource is already here. The next step is making the most of it. ■
Stasia Kelly is a media relations specialist with the Georgia Forestry Commission. She is focused on telling the story of forestry and exploring the immense impact of the industry on Georgia’s environment, economy and heritage.
The work of the Forestry Task Force highlights an important connection between innovation, policy and market strength. New technologies create opportunities. Policy helps support and scale those opportunities. And strong markets ensure that forestry remains economically viable for landowners and communities. Underlying all of these efforts is a recognition of the people at the center of the industry. That perspective helped shape the direction of the task force’s work, grounding long-term strategies in realworld impact. Collaboration also emerged as a key theme — bringing together expertise from across sectors to move ideas forward.
A PATH FORWARD FOR GEORGIA FORESTRY
Georgia’s forests have always been a renewable resource. The opportunity now is to ensure they remain a resilient and valuable one. The Forestry Task Force report outlines a path forward that builds on the state’s existing strengths while preparing for the future. By expanding markets, encouraging innovation and strengthening how the industry communicates its value, Georgia is positioning itself to remain a leader in forestry for years to come. For landowners, that means more options and stronger markets.
For communities, it means continued economic support. And for the industry as a whole, it represents a chance to evolve while staying rooted in the principles that have long defined Georgia forestry.
The resource is already here. The next step is making the most of it. ■
Stasia Kelly is a media relations specialist with the Georgia Forestry Commission. She is focused on telling the story of forestry and exploring the immense impact of the industry on Georgia’s environment, economy and heritage.
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Georgia Forestry Magazine is published by HL Strategy, an integrated marketing and communications firm focused on our nation's biggest challenges and opportunities. Learn more at hlstrategy.com
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