On Earth Day, we're pleased to share this guest post from SFC Founder Jeronimo Cooklin.
Jeronimo Cooklin
Founder, Sustainable Furnishings Council
When I founded South Cone Trading Co. in 1987, I never imagined that my journey in the furniture industry would lead me to a lifelong commitment to sustainability. Born and raised in Perú, I moved across the world—Italy, Mexico, the UK, and the U.S.—before launching South Cone in LA right after business school as a high-end accessories' importer. Over time, it grew into a furniture manufacturing company, operating in Perú and Argentina and selling wholesale to the U.S. market. But it wasn’t until a solo camping trip to the California Sierras in September 1997 with my dog Lupo that my perspective truly shifted. While hiking near Lake Mammoth, I encountered an ancient Juniper tree at 10,500 feet and, soon after, a white wolf at 11,000 feet. Those moments stirred something in me—an awareness that, through my work in furniture, I had a unique opportunity to protect the Amazon.
At the time, all the wood South Cone used came from the Peruvian Amazon, yet I had never deeply considered our supply chain. That realization led me to research everything I could about the origins of our materials and how we could minimize our impact on the rainforests. This research and my commitment led me to the creation of PaTS (Partnerships and Technology for Sustainability) in 2001, an NGO dedicated to the research and development of sustainable practices in the Amazon rainforests. Working with the Yanesha people in Perú’s central high Amazon we developed a model that both preserved local forests and provided meaningful employment; sustainably producing high-end woodcrafts as an alternative to slash and burn agriculture, one of the leading causes of deforestation.
And by late 2002, South Cone became one of the first companies in Peru to apply for and receive FSC chain-of-custody certification. But that was only the beginning. I had also been learning about the findings of the IPCC (The Intergovernmental Panel on Climate Change) reports, which were alarming and urgent. I felt a responsibility not only to implement sustainable practices within my own company but also to bring these concerns to the entire industry.
I started sharing my insights at the High Point Furniture Market, hosting regular events in South Cone’s showroom to introduce the concept of The Power of Furniture—emphasizing that our industry, which transforms raw wood into products of great value, can play a critical and valuable role in shaping the future of forests and, ultimately, the planet.
In October 2006, the South Cone Showroom at High Point Market, the top floor of what is now Congdon Yards, became the meeting ground where a diverse group of industry players and conservation organizations decided it was time to put sustainability on everyone’s radar. We understood that the U.S. home furnishings industry had the potential to influence global change, and by the spring of 2007, we officially incorporated what would become the Sustainable Furnishings Council (SFC). The timing wasn’t ideal—SFC was founded on the eve of the 2008 financial crisis—but its mission was too important to ignore. The industry was slow to embrace sustainability, yet with persistent education and advocacy, we gained traction.
While serving SFC in various roles for a decade, I saw how we made significant progress, defined sustainability, spread awareness, and built a larger coalition. Like any non-profit, there are challenges to staying true to the mission and upholding the original vision. Greenwashing became more prevalent, and we counted on companies to be transparent with their sustainability goals. That is all we could ask without continuing the Verification Status or creating a certification. And, I realized my time would be better spent focusing on the Amazon conservation model side of the vision.
SFC has done an incredible job of bringing sustainability into industry conversations, thanks to the dedication of people like Susan Inglis, Gat Caperton, and many other founding companies and officers over the past 18 years who have committed to the mission of SFC. Programs such as the Wood Furniture Scorecard, What’s It Made Of?, the new Eco-Insight Assessment, and the educational programming are valuable tools that move us in the right direction.
The Home Furnishings Industry's Power to Enact True Change.
The real power to create change doesn’t lie with organizations alone—it rests in the minds and hearts of consumers, manufacturers, and industry leaders who must make sustainability a true priority. Right now, aesthetic appeal, personal taste, price points, and profitability tend to dominate decision-making. Sustainability often ranks much lower. That needs to change. Let’s entertain the idea that there is still hope, that through our individual actions, creativity, and good collective intentions, we can change the course of our current predicament where things look dire. Let's remember our industry can bring the message home and to our community. Our challenge is this:
To Manufacturers:
With the expertise, resources, and competitive advantages only you have, rethink your approach and put sustainability where it belongs—at the top. What product could you create that would revolutionize home furnishings and encourage consumers to embrace a more sustainable path in a meaningful way? How can you make sustainability the standard rather than the exception?
To Consumers:
I'll admit something: I love McDonald’s. Even at 64, knowing full well that industrial meat production is one of the greatest sustainability challenges we face, I still indulge in a quarter-pounder cheeseburger McD’s every now and then. But over the years, I’ve learned to adjust my diet, incorporating more fruits and vegetables, being more mindful about what I consume, but it’s an ongoing process, not a solved equation. What I’ve come to value most is not perfection, but balance: a sense of humility in knowing that we’re all navigating these tensions between personal habits and global impact, and that small, sustained shifts matter even if we don’t get it right every time. Sustainability in home furnishings works the same way.
Every purchase is an opportunity to move toward a more responsible lifestyle.
We, as consumers, must educate ourselves on how our choices affect the planet and begin shifting demand toward sustainable products. Small decisions, repeated over time, create momentum.
Business is driven by supply and demand. While sustainability is on many people’s radars, the demand for truly sustainable products remains low. Traditional materials and production methods benefit from economies of scale, making them more cost competitive. The only way to change that is for more consumers to prioritize sustainability in our buying habits.
Ultimately, it's about choice —
— the choice of what we want our homes to be, how we want to furnish them, and what kind of world we want to leave for future generations. Our homes exist within our greater home—Earth. If we want our children and grandchildren to enjoy the beauty of this planet as we have, we need to act now. Remember how, during the pandemic, the planet began to heal—clearer skies, cleaner waters, wildlife returning to areas they had long abandoned? It was a glimpse of what’s possible when human activity slows down. But let’s not fool ourselves—Earth will survive without us. It is our future that is at stake. This is a time to think collectively and act with urgency. Our industry, as a community, has the power to make a profound impact. We must rise to the challenge.
My hope is that this article sparks conversation, reflection, and, most importantly, action. Let’s find new pathways forward—together.
Grateful for your time and commitment,
Jeronimo Cooklin
Founder, Sustainable Furnishings Council
Sustainable Furnishings Council was invited to Memphis, Tennessee to participate in the Fourth...
