Recently, a specific word vanished from Domino’s Australia’s website following heated questions.

The matter dates back to November 6th when their Chief Marketing Officer mentioned their meat is slow-roasted over 'Aussie Mountain ash wood chips'.

However, by last Friday, the word 'ash' had been removed from the website. It turns out the wood chips were sourced from Mountain Ash trees (Eucalyptus regnans), which have been the subject of a dispute between conservationists and timber harvesters for decades.

Domino’s had previously stated their supplier of the wood chips sourced them from a small timber operator that was certified as sustainable.

Domino’s Pizza's controversial ingredient sparked disputes online. Image: Reddit / @vegan

However, the quick removal of the word 'ash' from the top of their webpage highlights the controversial debate surrounding the harvesting of tree species. So why all the fuss?

Mountain Ash is the world’s tallest flowering plant, and its forests are believed to be the most carbon-dense on Earth. Having been harvested for decades, Mountain Ash ecosystems in Victoria’s central highlands are now listed by the International Union for Conservation of Nature (IUCN) as critically endangered on its Red List.

As Jordan Crook from the Victorian National Parks Association told Yahoo News Australia, whenever Mountain Ash is mentioned, it’s an alarm bell for conservationists. 'The use of this timber is linked to the ongoing destruction of Leadbeater's possum habitat – which is also critically endangered.'

What Domino’s Wasn’t Saying

While Domino’s spoke of sustainability on their website, they weren’t directly proclaiming any particular certification for their Mountain Ash wood chips, such as the Forest Stewardship Council (FSC) or Responsible Wood (PEFC) logos.

Nature conservation group The Wilderness Society said, ‘Domino's must ensure consumers have the information they need to make an informed decision about their purchases because the whole Mountain Ash ecosystem is on the brink of collapse.’

After removing the word 'ash' from their website, Domino's went one step further and released its supplier's certification certificates. Domino's said their wood chips, sourced from a sawmill in Victoria, have been certified as either Forest Stewardship Council (FSC) or Responsible Wood (PEFC).

'All timber resources are sourced legally and responsibly in accordance with Responsible Wood and FSC Standards,' a Domino’s spokesperson said.

Australian Mountain Ash is the tallest flowering plant species. Image: Reddit / @EarthPorn

The impact of deforestation has seen habitat loss from irresponsible forms of logging, housing developments and agriculture, as well as invasive species and climate change continue to put negative pressure on native animals and plants.

In 2023, the Victorian government announced an end to native timber logging in state-owned forests by January 2024. Western Australia quickly followed the state’s lead.

Key Takeaways

• Domino’s Australia removed the word 'ash' from a quote on its website concerning its meat being roasted over 'Aussie Mountain ash wood chips,' following backlash due to the tree species being critically endangered.
• Domino's maintained that its mountain ash wood chips were sustainably sourced from a small timber operator but didn't specify which certification body had approved them.
• Conservationists urged Domino’s to be transparent about their supply chains and ensure that they weren't contributing to the deforestation of the Mountain Ash ecosystem.
• Following the controversy, Domino’s stated that the wood chips used for smoking its meats were all sourced from a single small sawmill in Victoria that only uses Forest Stewardship Council (FSC) or Responsible Wood (PEFC) certified timber.

Environmental issues can be complex and controversial, but with the right research and knowledge, we can all do our bit to protect our beautiful natural environment. If you’d like to learn more about deforestation, the IUCN Red List, or any other eco-friendly issues, then make sure you comment below and let us know.

 

[Bridgit]

Double standards Australia wide - oh we get all twisted over these trees and habitat, hmmf and humpf.
BUT you will all happily destroy old growth and native trees to put useless and toxic wind farms and solar farms - all without a care in the world for the wildlife which is already endangered and rapidly becoming extinct! All because some wanker says we should to stop Global Warming - Huh - what happened to "plant more trees"? - these idiots don't know which way is up and they have the audacity to treat US like idiots!

 

[Veggiepatch]

Oh dear! While Domino's Pizzas have never been on my menu, this is knee jerk(off) reaction to green clowns who disrupt traffic and glue themselves to roads and cars. How about gluing yourself to a wharf pylon up to the neck in water at dead low tide? They are made of wood too! There are no words....