This week we’re joined by Peter Hasulyó—the Hungarian forester-turned-journalist behind ForestryBrief, one of Europe’s fastest-growing forestry newsletters.

We trace Peter’s journey from timber trade to publishing, and explore what inspired him to launch a global newsletter on forest policy, tech, and market dynamics—published twice a week.

But the real focus of this episode? Forestry’s public image. We dive into Peter’s recent article “The PR battle forestry never fought: How we lost public opinion while perfecting sustainability”—a sharp critique of the industry’s PR problem, why foresters are losing the narrative, and what it takes to rebuild public trust. We cover:

• What makes forestry so hard to communicate

• How nature NGOs have filled the storytelling gap

• The dangers of being an "open factory" with no PR strategy

• Why foresters should collaborate with conservation groups—not just clash with them

• And why sustainable forestry is still misunderstood—even in 2025

A thoughtful episode about reputation, responsibility, and the stories we fail to tell—featuring a man who’s making it his job to change that.

Foresting Tomorrow is a weekly podcast hosted by Jens Isbak, Rasmus Pedersen, and Benjamin Lauridsen.