Home Depot knows more than most how important the sustainability of suppliers can be. Forest Ethics, a San Francisco-based NGO, targeted Home Depot in the early 2000s for sourcing lumber from old growth forests. After protest banners got hung from the rafters in a number of stores, Home Depot realized that it would have to take action. The company moved quickly to find suppliers that could provide sustainably sourced wood—and in doing so, transformed the market for lumber. Home Depot CEO Frank Blake tells this story with relish—explaining that the Forest Ethics experience has helped to ensure his company's focus on sustainability as a critical priority in procurement.1