Episodes

  • How Forestry Lost the PR Battle with Peter Hasulyó
    Mar 30 2026
    In this episode, I speak with forestry engineer and analyst Peter Hasulyó about one of the sector’s biggest blind spots: communication. Despite decades of progress in sustainable forest management, the forestry industry has struggled to win public trust.Peter explains how a lack of proactive storytelling allowed others to shape the narrative—often inaccurately—leading to confusion between sustainable forestry and deforestation. The discussion explores why perception matters as much as practice, how NGOs filled the communication gap, and why forestry must rethink how it engages with the public.We also examine real-world consequences of this PR failure, including regulatory pressure, declining trust, and misunderstandings about timber production, clear-felling, and plantations.Key Topics Covered Why forestry lost the public perception battle. The communication gap and its consequences. Clear-felling vs deforestation: why the public confuses them. Forestry as an “open factory” The role of NGOs and how emotional storytelling beats data. Why timber production is misunderstood—but essential. Plantation forestry vs nature conservation. Historical mistakes and their lasting reputational impact. Regulation (EUDR) as a consequence of lost trust. How the industry can rebuild credibility.Quotes:"NGOs filled the storytelling gap about forestry.""We gave them FSC labels. They (NGO's) gave them baby orangutans. We lost.""An open factory approach can help educate the public..""If you don't cut wood locally and source it sustainably, it's going to be sourced from somewhere else in the world, which doesn't have as strict regulation..."The ForestryNow newsletter signupforestrynowpodcast@gmail.comLinks:Peter on Linkedinhttps://www.linkedin.com/in/peterhasulyo/The Forestry Briefhttps://forestrybrief.com/The PR Battle Forestry Never Foughthttps://www.fordaq.com/news/The_PR_battle_forestry_never_111884.htmlWWF Hungaryhttps://wwf.hu/Chapters[0:00:00] – Introduction to Forestry Now and Peter HoshuDermot McNally opens the Forestry Now podcast, introducing the show’s focus on profitable, sustainable forest management and his guest, Peter Hoshu, a licensed forest engineer and founder of Forestry Brief, a European forestry intelligence and newsletter service.[0:01:14] – What Is Forestry Brief and the European Forestry Pulse?Peter outlines Forestry Brief as an evolving intelligence service built around his twice‑weekly newsletter, the European Forestry Pulse, which tracks developments in European forestry alongside key trends in North America.[0:01:48] – The PR Battle Forestry Never FoughtDermot introduces Peter’s article, “The PR Battle Forestry Never Fought,” and asks why a renewable, carbon‑storing sector lost the perception battle in the 1990s, with Peter arguing that forestry failed to explain its work and impact to the public.[0:02:29] – Communication Vacuum and Storytelling PowerPeter explains how foresters assumed “sustainability would speak for itself,” leaving a communication vacuum that was filled by others; he stresses that in a media‑driven world it’s not enough to be sustainable, you must also be perceived as such through clear value‑driven communication.[0:04:16] – How NGOs Won Hearts with Emotion, Not DataPeter describes how nature NGOs, often founded or staffed by journalists, excel at emotional storytelling rather than technical explanations, using simple, visceral narratives that resonate far more than yield tables, certifications, or Excel‑driven arguments from the forestry side.[0:06:22] – Greenpeace, Baby Orangutans, and Media OpticsUsing Greenpeace as an example, Peter contrasts powerful visuals—such as activists confronting whalers or orphaned orangutans losing habitat—with forestry’s dry imagery of labels and tables, noting how these emotionally charged images shape public perception even when contexts differ between places like Borneo and Europe.[0:07:23] – Clearfelling vs. Deforestation: Same Image, Different RealityPeter explains how the public often conflates clear‑cut harvesting with deforestation because the initial image—a “scarred” landscape—is identical, and argues that foresters failed to communicate what happens next: replanting, regrowth, and the emergence of a new forest over subsequent decades.[0:09:24] – The Open Factory and the “Dead Forest” ConceptBuilding on Dermot’s point about shocking clear‑fell images, Peter introduces forests as an “open factory” that the public can walk into, and explains his “dead forest” idea: harvested timber as the indispensable, often invisible counterpart to the “living forest” that provides everyday products like furniture, houses, and packaging.[0:11:23] – Long Rotations, EV Analogies, and Global LeakagePeter highlights how long rotation cycles (30–100+ years) are hard for the public to grasp, and warns that if societies refuse local harvesting while still...
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    39 mins
  • Where Farming Meets Forestry - with Andy Dunne
    Mar 16 2026

    Today I speak with Andy Dunne. Andy's an agricultural consultant based in Portlaoise, Ireland. He's also a forest owner and a member of the Laois Offaly Farm Forestry Group. Andy explains how he manages his own forest and his experience working with adjoining forest owners using a Continuous Cover Forestry approach.
    Then we talk about his role as an Agricultural Consultant and his experience advising farmers on their options under the current forestry programme. He highlights the way forestry has been marginalised outside of farming and how this affects the attitudes of land holders to it. Finally he explains with clear examples how current restrictions around afforestation rarely result in the best outcome for nature.

    Key Points:
    How Andy made the decision to plant land and why it worked for him.
    Collaborative forestry management including approaches to roads and felling licences.
    State support (or lack thereof) and lack of a holistic created siloed thinking between farming and forestry.
    Encouraging landowners to plant given regulations and land designations.
    Recognising the inevitable environmental trade offs inherent with the Irish forestry system.
    Impact of designations on current land value.
    Shifting attitudes towards forestry.


    Quotes:
    "When I planted it was simple - it's not simple anymore..."

    "If we integrate (forestry) at an institutional level, we start to get the farmer integrating his thinking around it as well."

    "If you impose any burden, and a designation (environmental) is a burden... it's restricting what you can and can't do with the land... it will affect the value."
    "The dairy farmer up the road will reclaim it for me, and he'll give me 350 euros an acre for it..."


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    forestrynowpodcast@gmail.com

    Links:

    Andy Dunne's Agri Consultants: https://www.facebook.com/eaecltd/

    Andy on LinkedIn: linkedin.com/in/andy-dunne-72b07718Andy's profile at the Agricultural Consultants' Association

    https://aca.ie/andy-dunne/

    Farm Forest Season 2 Episode 5 - Andy Dunne https://www.youtube.com/watch?v=5ELMJDC3Mc4


    Chapters:
    [0:00:00] – Agricultural consultancy and Compulsory Purchase Order (CPO) on his home farm.

    [0:03:34] – Collaborative Management with Adjoining Owners.

    [0:05:37] – Shared Infrastructure and Rights of Way.

    [0:07:45] – Continuous Cover Forestry (CCF) and Wind Stability.

    [0:11:35] – Storm Impacts and Species Suitability.

    [0:15:18] – Administrative Challenges for Small Owners.

    [0:20:37] – The Marginalization of Forestry in Farming.

    [0:22:38] – Integrating Forestry as a Farm Enterprise.

    [0:30:40] – Bureaucratic Hurdles and Environmental Screening.

    [0:37:12] – Valuing Ecosystem Services, Land Value and "Payment for Environmental Services" (PES).

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    43 mins
  • Community and Conservation: A New Approach to Forestry
    Mar 2 2026

    In this conversation, I speak with Ray Ó Foghlú - Ray is Development Lead at Hometree, a nature restoration charity with a strong focus on woodlands based in Co Clare, Ireland. We discuss the organization's role in landscape level projects such as the Wild Atlantic Rainforest Project and the Iveragh Woodland EIP (European Innovation Partnership) in Kerry. Ray discusses bureaucratic challenges in Irish forestry and the need for supportive agricultural policies that empower farmers while also facilitating nature restoration. Ray sets out a clear vision of how we can create vibrant rural communities that value both food production and ecosystem services.

    Reference is made in the podcast to SAC's which are Special Areas of Conservation and also to SPA's or Special Protection Areas.

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    Other Links:
    Ray on Linkedin
    linkedin.com/in/ray-ó-foghlú-24923a70
    Ray writing on The Journal
    https://www.thejournal.ie/author/ray-Ó-foghlú/6649/
    Ray writing in the Farmers Journal
    https://www.farmersjournal.ie/news/opinion/opinion-rural-ireland-s-future-depends-on-homes-for-young-people-893508
    Links to Hometree's website and social media.https://www.hometree.ie/
    https://www.instagram.com/hometreecharity/
    https://www.facebook.com/hometreecharity/


    Sponsor Link
    www.forestsales.ie

    Contact Dermot
    forestrynowpodcast@gmail.com

    Key Points

    • Hometree focuses on native woodlands and community engagement. The organization aims to restore 57,500 acres in the next 10 years in the next 10 years through projects such as the Wild Atlantic Rainforest Project.
    • Ray explains why farmers are often cautious about permanent land use changes and why they often feel let down. Financial incentives are essential for farmer engagement and he suggests how we can make these better for both farmers and nature.
    • He explains in depth how the Iveragh Woodland EIP aims to create woodlands in Kerry.
    • Ray outlines why policy changes are needed to support nature restoration efforts such as those that dictate elevation restrictions and levels of bare rock on afforestation sites.
    • Ray explains how the future of farming must include ecosystem services and technology.
    • Ray gives his opinion on clearfell as a management technique and addresses criticisms of Sitka Spruce .


    Quotes:
    "We're not here just to look good, we want to have real tangible impact."
    "We need to capture that sentiment." (In relation to initial farmer enthusiasm for afforestation)
    "You need to take a cap off what they (farmers) can earn for the environment!"
    "Clearfell can be done sensitively."
    "The future is rural!"

    [0:00:00] – Introduction to Hometree and Nature Restoration
    [0:03:19] – Ambitious Restoration Targets and Strategic Pillars
    [0:05:45] – The Wild Atlantic Rainforest Project and Farmer Engagement
    [0:09:12] – Perceptions of Forestry and Bureaucratic Hurdles
    [0:13:58] – Silvicultural Mindsets vs. Nature-Based Solutions
    [0:16:15] – Strategies for Woodland Conservation and Fencing
    [0:20:07] – The Iveragh Woodlands EIP: Upland Challenges
    [0:24:28] – Innovative Payments and Results-Based Scoring
    [0:26:59] – Landscape-Level Deer Management and Technology
    [0:28:57] – De-risking Policy: EIPs vs. National Schemes
    [0:36:32] – Valuing Ecosystem Services and Rural Succession
    [0:42:07] – Forestry Diversity and Rethinking Monocultures
    [0:44:19] – Clearfell Mitigation and Peatland Restoration

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    48 mins
  • Farming in an Irish Forest with Brendan Guinan
    Feb 16 2026
    In this podcast I speak to Brendan Guinan of Fiorbhia farm about what happened when he sold his hazardous waste business and transitioned into agroforestry. He explains his experience raising cattle, pigs and chickens in his neglected mixed species forest near Portlaoise, Ireland. We discuss the forest itself and his management approach, thinning the forest, creating paddocks and his system of rotational grazing. He also shares the criticism he received, his experience managing windblow, observations around nature, natural regeneration, rainfall and much more.Key TopicsBrendan explains how he used the animals to open up the understory.The general ecological benefits of using cattle, pigs and hens in forest management.How innovative methods lead to biodiversity improvements.Brendan argues that agroforestry management requires understanding of local ecosystems.The importance of balancing bacterial to fungal ratios in the forest to allow grass to thrive.The value Brendan sees in the soil itself and how the forest enhances livestock welfare.How carefully controlled rotational grazing through defined paddocks prevents damaging the soils and the trees.How Brendan brings the community into his forest.Fiorbhia website: https://www.fiorbhiafarm.ie/Fiorbhia on instagram at: https://www.instagram.com/fiorbhia_farm/?hl=enBrendan's Linkedin profile: https://www.linkedin.com/in/brendan-guinan-99395662/Read about Brendan in the Irish Indepedent at https://www.independent.ie/farming/rural-life/how-this-26ac-of-abandoned-forest-in-laois-is-now-producing-premium-meat-for-irelands-top-chefs/42273708.htmlFor general advice and information about agroforestry in Ireland: https://www.irishagroforestry.ie/Department of Agriculture Food and Marome Forestry Information including the Agroforestry Scheme at https://www.gov.ie/en/department-of-agriculture-food-and-the-marine/publications/forestry-grants-and-schemes/forestrynowpodcast@gmail.comChapters:[0:00:00] – Introduction to Fíorbhia Farm & Biological Agroforestry - Brendan Guinan introduces his unique 100% biological agroforestry enterprise in Ireland that operates without chemical intervention to enhance the living conditions of both trees and animals.[0:00:55] – From Hazardous Waste to Forestry: The Origin Story After 16 years running a hazardous waste business and experiencing burnout at age 40, Brendan explains how he sold his company and eventually found a forgotten, overgrown forest in 2019.[0:02:08] – Assessing the Land: Soil Health Over Timber Value Brendan describes the state of the 25-year-old unthinned forest and explains why he saw more value in the thriving soil biology (worm castings and tilth) than in the neglected, stunted trees.[0:04:49] – Integrating Animals: A Lifelong Farming Philosophy Drawing on 20 years of experience growing 80% of his family's food on a small plot, Brendan discusses why cattle, pigs, and poultry were always a central part of his plan for the forest.[0:08:04] – Forest Composition: Planted Species vs. Natural Regeneration A breakdown of the site’s species, including planted Sycamore, Red Alder, and Lodgepole Pine, as well as the diverse natural regeneration of Oak, Hazel, Willow, and Rowan.[0:10:46] – First Steps: Infrastructure, Licensing, and Initial Thinning Brendan recounts investing €40,000 in a roadway, securing a rare continuous cover felling license, and using a chainsaw to open paddocks and create fencing from the harvested timber.[0:13:24] – The Multi-Species Grazing System & Ecological Impact Details on how cattle first cleared the eight-foot-tall overgrowth, followed by pigs to turn the soil and hens to spread waste, effectively restoring the ecosystem's balance without machinery.[0:18:19] – Soil Microbiology & Managing the Fungal-to-Bacteria Ratio An exploration of soil science in agroforestry, where Brendan explains how animal intervention reduced the fungal-to-bacteria ratio from 60:1 to 5:1 to encourage healthier grass growth.[0:20:59] – Managing Animal Impact & Rotational Grazing Strategy Addressing concerns about root damage, Brendan explains his use of small 1–2 acre paddocks and the importance of moving animals before they transition from "regenerative" to "destructive".[0:24:00] – Diversification: Fruit Trees, Lakes, and Cob Houses Brendan discusses his trials with "nurse crops," planting walnuts and blueberries, and how he converted a flooded, nutrient-poor area into a one-acre lake and built a cob house using on-site clay.[0:30:24] – Navigating Grants, Bureaucracy, and Commercial Viability A candid look at the lack of support from official organic and agricultural schemes, and Brendan’s reliance on direct sales and marketing rather than government grants.[0:32:10] – Future Vision: Demonstration Farming & Succession Planning Brendan outlines his 2026 plans to turn the farm into a destination for training and public engagement, aiming to create a viable intergenerational model for ...
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    42 mins
  • Firewood, Bespoke Timber Products and Small Scale Sawmilling with John Sherlock (Part 2)
    Feb 2 2026

    I talk to John Sherlock (forest owner and member of the North East Forest Group) about how his search for a new revenue stream to integrate into his warehousing business led him to develop a thriving firewood processing enterprise. John explains how it works and how he scaled the business upwards while avoiding bottlenecks. John quickly recognised quality logs among the loads of "pulp" and "rescue timber" that he was processing for firewood and so expanded into sawmilling which he explains in depth - he also discusses his craft timber enterprise where he offers custom made post and beam products (from Irish grown Douglas Fir predominantly) as well as making a range of other bespoke wood products to order. Finally John discusses the growth of small scale sawmilling across Ireland and moves towards forming a Guild. All of this is good news for forest owners who want to maximize revenue from their broadleaf and diverse conifers trees. It's also good news for wood manufacturers and users who want more Irish grown timber in high end products.

    Note: this is the second part of my interview with John Sherlock - in the first interview we discussed how he manages his own forest outside Navan in Co Meath and the excellent work being carried out on behalf of forest owners by the North East Forestry Group.

    Topics Covered:

    • Setting and scaling up his firewood business, avoiding bottlenecks and achieving synergies with his warehousing enterprise.
    • Certifying firewood under the Wood Fuel Quality Assurance scheme - refusing money for firewood - sticking to a quality ethos.
    • Kiln dried firewood, saw dust and bark residues?
    • Expansion into small scale sawmilling and how demand for at-home-Shebeens during COVID turned into demand for timber.
    • Post and beam training and douglas fir processing. Preparing cants, finishing to order and conversion rates.
    • A guild of small scale irish sawmillers? 170 small sawmillers in Ireland! Certified home grown timber in the future?
    • The strength of peer to peer learning and site visits - how a small amount of Government funding can accelerate industry expansion and cohesion.
    • A ready made market in Irish schools and bespoke furniture as well as post and beam buildings?
    • A bright future for Irish forest owners and timber users.

    Links

    John Sherlock on Linkedin: https://www.linkedin.com/in/john-sherlock-6a0a14236/
    RDS Forestry Award 2020: https://www.forestry.ie/images/MiscDocs/2021YearbookArticles/2021YB-RDSForestryAwards.pdf
    North East Forestry Group: https://northeastforestrygroup.ie/
    Sherlogs Firewood: https://sherlogscrafttimber.ie/

    Sherlogs Craft Timber: https://sherlogs.ie/
    Guide to Small Scale Sawmilling: https://irishforestowners.com/wp-content/uploads/2025/01/IFO-Sawmilling-Handbook-2025.pdf

    https://forestrynow.eu/

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    46 mins
  • Mixed Species Forests and the North East Forestry Group with John Sherlock (Part 1)
    Jan 19 2026

    Today I speak with John Sherlock. As well as managing a 49 acre forest, John and his wife Evelyn own Sherlogs Firewood and Craft Timber based outside Navan in Co Meath. The business supplies firewood in the midlands and also mills timber for resale as well as offering a bespoke timber manufacturing service. If that wasn't enough John is very active in the North East Forestry Group and in a new initiative to bring small scale sawmillers across Ireland together.

    So there's a lot to talk about which is why I've split the interview in two parts. In this episode we talk about what's happening in his forest right now (he had windblow in January 25 and ash dieback prior to that). Then we take a deep dive into the activities of the North East Forestry Group where John's a former Chair and current secretary. John explains how their members are thriving through participation and peer to peer learning - their activities all prove the point that a small amount of targeted Government funding can accelerate the growth and cohesion of the industry.

    In the second episode (scheduled for release in two weeks) we'll discuss Johns firewood, his sawmilling business and the custom timber products he offers including post and beam from Douglas Fir. Then we move on to talk about the growing number of small scale sawmills across Ireland which can only be good news for forest owners who want to maximize revenue from broadleaf timber and diverse conifers.


    Topics in this Episode:

    • Johns forest, ash dieback and replanting to suit the land, windblow devastation and CCF going forward.
    • Growth of the North East Forestry Group, especially since Storm Eowyn.
    • Group Forest Certification (including the 12 Apostles) and expanding the number of forests certified. Learning from Certification.
    • The Schools Project to bring kids into the forests.
    • Supporting Future Forest Owners with bespoke learning initiatives.
    • Knowledge Transfer Groups and the strength of forest owners groups - with examples including an application to fund a group owned forwarding machine.


    Links

    John Sherlock on Linkedin: https://www.linkedin.com/in/john-sherlock-6a0a14236/
    RDS Forestry Award 2020: https://www.forestry.ie/images/MiscDocs/2021YearbookArticles/2021YB-RDSForestryAwards.pdf
    North East Forestry Group: https://northeastforestrygroup.ie/
    Sherlogs Firewood: https://sherlogscrafttimber.ie/

    Sherlogs Craft Timber: https://sherlogs.ie/
    Guide to Small Scale Sawmilling: https://irishforestowners.com/wp-content/uploads/2025/01/IFO-Sawmilling-Handbook-2025.pdf

    https://forestrynow.eu/

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    39 mins
  • Farm Forestry, the IFA Forestry Committee and conifer removal / nature restoration on Sliabh Beagh with Alan McCabe
    Jan 5 2026

    In this interview I speak with Alan McCabe who is the Manager at Glaslough Tyholland Group Water Scheme in North Co Monaghan. We briefly discuss how Alan manages his own forest and his role as Co Monaghan representative on the IFA Forestry Committee including challenges surrounding ESB corridors in existing forests. Then we discuss the River Blackwater Catchment Trust who have a project to remove self seeded conifers off the heather boglands of Sliabh Beagh (which is in Monaghan, Tyrone and Fermanagh): we explore how they do this and why it matters.

    Alan McCabe on Linkedin https://www.linkedin.com/in/alan-mccabe-0485b7162/

    The Blackwater River Catchment Trust: https://blackwatercatchmenttrust.org/

    Glaslough Tyholland Group Water Scheme: https://gtgws.ie/
    The IFA Forestry Committee: https://www.ifa.ie/sector-committees/forestry-committee/

    National Park and Wildlife Service (NPWS) https://www.npws.ie/peatlands-and-turf-cutting/protected-raised-bog-restoration-incentive-scheme-prbris


    forestrynow.eu


    [0:00:01] Introduction & Alan McCabe’s Forest Management

    [0:07:25] Joining the IFA Forestry Committee: Roles and Activities

    [0:10:54] Committee Advocacy: Wind Blow, Timber Prices, and Owner Support

    [0:14:00] ESB Access and Powerline Corridor Management

    [0:19:25] Licensing Objections and Ministry Liaison

    [0:20:49] River Blackwater Catchment Trust: Overview and Goals

    [0:27:06] Peatland Site Description: Species, Geography, Significance

    [0:29:50] Invasive Self-Seeded Conifers: Project and Impact

    [0:34:06] Other Invasives and Habitat Challenges

    [0:35:13] Physical Removal, Drone Use, and Safety Considerations

    [0:37:30] Native Species Self-Seeding: Habitat Change Drivers

    [0:39:27] Peat Extraction History and Bog Restoration Plans

    [0:40:18] Advice and Priorities for Forest Owners

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    42 mins
  • Who Dares Wins - Transformation of Sitka Spruce to Continuous Cover Forestry with Seán Ó Conláin
    Dec 22 2025

    In this podcast I speak to Seán Ó Conláin about planting a 15 acre broadleaf forest in 2004, buying an adjoining mature high yield class conifer plantation (planted 1987) and the risks he took converting this block to continuous cover forestry. Seán explains his background and inspiration, management techniques, thinning interventions, underplanting, windblow of standing timber, observations around nature and enhancing nature on his holding and much more. Seán is a Chair of the Teagasc Forestry Stakeholder Group as well as a committee member at Pro Silva Ireland.

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    Links
    Field day report from Seáns forest https://prosilvaireland.com/autumn-field-day-2023/
    Pro Silva Ireland at https://prosilvaireland.com/ or on facebook at https://www.facebook.com/ProSilvaIreland/
    Department of Agriculture Food and Marine Forestry Information https://www.gov.ie/en/department-of-agriculture-food-and-the-marine/publications/forestry-grants-and-schemes/
    Sean on Linkedin: https://www.linkedin.com/in/se%C3%A1n-c-1b24109/

    Forestry Now
    https://forestrynow.eu/

    CHAPTERS
    [0:00:04] – Introduction & Guest Background

    [0:05:37] – Forest Structure & Oak’s Significance
    Discussion about planting patterns, mixing species, the cultural meaning of oak in Ireland, site layout, and adapting to the local landscape’s needs.

    [0:09:13] – Interventions & Spruce Management
    Sean explains interventions since his trees established, including halo thinning, tending around oak, neighbor assistance, and applying for the Woodland Improvement Scheme.

    [0:12:23] – Spruce Block Purchase & CCF Transition
    Sean recounts the decision to buy an older spruce block, shifting from clearfell to continuous cover forestry, weighing risks, and starting the transformation process.

    [0:18:56] – Machinery, Soil, & Harvesting Challenges
    Challenges of using heavy equipment on peaty soil, timing interventions to minimize damage, and balancing harvesting with conservation values.

    [0:19:37] – Deer, Wildlife, & Managing Browsing Pressure
    Sean shares the rising impact of deer on regeneration and underplanting, failed attempts at fencing, and the need for collaborative local management of wildlife.

    [0:29:04] – Social Value, Community, & Future Initiatives
    Exploration of the social benefits of the forest, potential for community social farming, application to integrate habitats, and ambitions for wider involvement.

    [0:36:06] – Advice to New Foresters & Learning Resources
    Sean’s advice on planning access and roads from the start, sources like Teagasc and Pro Silva, learning from big estates, and insights on forest knowledge transfer.

    [0:39:43] – Cultural Reflections, Succession, & Closing Thoughts
    Discussion of Irish people’s deep cultural connections to trees, succession challenges for new owners, and Sean’s poetic closing remarks on the legacy of woodlands.

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    41 mins