He said fragmentation of the industry had seen New Zealand fall behind Chile's forestry sector, where processed timber made up almost all wood exports, and it was time to catch up.
"We are looking forward to areas of significant growth in volume, but if we don't do anything with it, this will all go out in log exports. There is nothing wrong with log exports, but someone, somewhere, is going to add value, so why can't it be us?"
Rotorua Mayor Kevin Winters said forestry contributed 20 per cent of the district's gross domestic product and contained 2300 local jobs through its strong growing, harvesting, processing and research sectors.
"Rotorua is well placed to attract future investment in the industry and Rotorua District Council is doing what it can to create economic growth and a long-term future for forestry and wood processing involving iwi, who are now the largest landowners of forestry assets."
Forestry Minister David Carter launched both the Bay of Plenty strategy and the Forestry Industries 2011 expo and conference, running from today to Wednesday, at Rotorua's Energy Events Centre.