Building product specifiers like architects and engineers are asked to consider the environment and sustainability when making product selections. …Research indicates that choosing wood products over more carbon-intensive materials like steel and concrete will reduce CO2 emissions. But the vocal minority demanding an end to all logging is getting louder and creating confusion. …The Western Red Cedar Lumber Association has launched an initiative aimed at raising awareness of the facts about the forest industry in North America, and the role wood products play in reducing CO2 emissions. …“It is an educational program of sorts,” noted Brad Kirkbride, WRCLA managing director, “but with the amount of misinformation that’s out there right now it’s pretty important that we provide the other side of the story. …when carbon sequestration is understood it puts the importance of using wood like Western Red Cedar in a different perspective.”