How human relationships sustain the future of the forest?
Effective communication is essential for companies to clearly convey what they do, the positive impact of their actions and the value of their work for both clients and society.
By Marco Rodeigues
Communication & Marketing Project Manager at Altri Florestal
In the forestry sector—where human relationships are key to sustaining the future of the forest—it is even more important to build connections based on trust, transparency and shared values. Good communication not only helps explain Altri Florestal’s mission and the benefits of sustainable practices, but also inspires landowners to join the cause, recognising the role their land plays in ecological balance and sustainable economic development. Straegic, targeted communication is therefore crucial for engaging new landowners, strengthening cooperation networks and expanding the positive impact on forest conservation and enhancement.
Altri strengthens its role in land management with the launch of two new communication projects that highlight the essential role of human relationships in forest stewardship.
Land management is key to expanding and maintaining the forest area under the Altri Group’s care. This work is driven by a dedicated team of forest technicians and commercial field staff, operating from the north to the south of Portugal. These teams engage with both individual and institutional landowners, initiating and developing negotiations that result in various types of agreements—whether leases, land purchases or forest management services.
With over 60 years of experience, Altri Florestal stands as an example of how responsible forest management can increase plantation productivity, safeguard land and strengthen bonds of trust and commitment with landowners. Its guiding principle is clear: tomorrow’s forest must be better than yesterday’s. That is the legacy we seek to leave to future generations.
Altri Florestal’s mission, however, goes beyond managing land. It is also about nurturing close relationships with landowners and the communities that live alongside the forests. This commitment shapes every stage of the forest management process, aiming to maximise forest yield and ensure safety. Fire prevention, natural regeneration and the preservation of native species are key pillars of the company’s approach.
In this spirit of dedication, Altri Florestal is launching two new communication projects designed to bring people closer to the forest and highlight the positive impact of land management: the web series Diário da Floresta (“Forest Diary”) and the podcast Gerações da Floresta (“Forest Generations”). Both aim to showcase the work done on the ground and demonstrate—through the voices of employees, landowners and stakeholders—the importance of preserving our natural heritage and the richness of everyday experiences in the forest.
The Forest Diary web series offers a genuine and human perspective on forest management. Each episode invites viewers on a journey of discovery, featuring stories that connect landowners with Altri Florestal, sharing experiences, challenges and practical solutions for managing the forest. The project underlines the value of responsible forestry practices as a foundation for a sustainable future. Episodes will be available on the official Altri Group platforms and on the new Altri Florestal website.
Meanwhile, the Forest Generations podcast takes an intergenerational approach to forest management. It brings together professionals—past and present—who share their perspectives on the evolution of the sector, the impact of new technologies and the importance of passing down knowledge through the generations. The podcast explores key themes such as climate adaptation, long-term sustainability and the lived experience of those who have dedicated their careers to the forest. Episodes will be released on the Altri Group’s internal networks to encourage knowledge-sharing and strengthen team bonds across a field-based profession that spans the country.
These initiatives reflect Altri Florestal’s commitment to sustainable forest management and to raising awareness of the critical role forests play in society. By sharing real stories from those who work in the field, the company aims to promote greater identification with shared challenges and to build broader support for the responsible management of natural resources.
Sustainability — social, economic and environmental — is at the heart of all Altri Florestal’s activities, and the projects “Forest Diaries” and “Forest Generations” are a direct extension of that commitment.
Social, economic and financial sustainability is at the heart of Altri Florestal’s approach. Forest Diary and Forest Generations are an extension of this vision. Day by day, we are working towards a future where forests and people thrive together, preserving the forest’s legacy, promoting a sustainable future and building bonds of trust that span generations.
