A moving counter on the home page of the Sustainable Forestry Initiative (SFI) lets web surfers know that the program is responsible for saving more than 5.3 billion trees since it was launched in 1995. "Keeping our forests healthy is important," the group, launched as an offshoot of the American Forest & Paper Association (AF&PA) solemnly proclaims. "Healthy forests will continue to provide the wood and paper products that are vital to all of us while also ensuring that we have forests and wildlife for future generations of Americans."