The ecoSelect brand of timber products was launched in 2003 in response to growing public concern over logging practices used to extract timber from Australia's native forests. Concerns related particularly to unsustainable logging practices, such as clearfell logging (where every tree is taken, the area bulldozed and burnt), logging of rainforest, logging of old growth forest and endangered species habitat, and logging in water catchment areas reducing the quality and quantity of our water supply.