FIR’s Commitment to Sustainability

At FIR, our roots lie deep in New Zealand’s forests - and with that comes a deep respect for the land, the trees, and the balance of nature. Sustainability isn’t just part of our process; it’s at the heart of everything we do.

Douglas-fir is an important species within New Zealand’s forestry industry, valued for its strength, character, and fragrance. But like all living things, it thrives best when it’s in the right place.

As we like to say: “A weed is the right plant (or tree!) in the wrong place.”

To protect our landscapes and ensure Douglas-fir remains a valued resource rather than an invasive one, we take a proactive approach to forest management. On the outer edges of our forest farms, we carefully trim the perimeter trees before they set seed. By doing so, we prevent unwanted spread into the surrounding countryside - maintaining ecological balance and safeguarding native biodiversity.

Instead of letting this biomass go to waste, we give it a second life. The needles and twigs harvested from these boundary trees are distilled to create our organic Douglas-fir oil - a product that transforms sustainable forestry practice into a high-value natural resource for New Zealand.

This approach closes the loop between conservation and creation: protecting the environment while producing something beautifully pure, natural, and distinctly New Zealand.

At FIR, every drop of our fragrance carries the essence of sustainable stewardship - a reminder that true luxury grows from care, respect, and balance with the land.