Abstract The World Wildlife Fund (WWF) has conducted significant work in the areas of forest conservation and sustainable management. The main findings of WWF's Howard and Stead (2001), as outlined in The Forest Industry in the 21st Century report, make the case for meeting the world's forest products needs from one-fifth of the world's forest estate. In addition, WWF's experience in the realm of forest management certification sheds light on certification's potential to ensure conservation benefits from plantations and help overcome some of the present challenges faced by plantation forestry. Recognizing protected area needs (particularly in the US and Canada) on an ecoregional level and helping to define and identify High Conservation Value Forests (HCVFs) are also important components of WWF' s work in forest conservation. Within the context of the plantations and protected areas debate, some of WWF' s research and analysis suggests that the pace and scope in which the projected expansion of fast-growing tree-plantations can be developed within the court of public opinion will be determined largely by commensurate efforts to secure adequate protected areas and the safeguarding of forest found to be of high conservation value. Key Words: World Wildlife Fund (WWF)High Conservation Value Forests (HCVF)certificationecoregions