When you think green, lumberjacks probably aren't your first thought. But even they are getting on board. A new generation of lumbermen are realizing the importance of making the most of a precious resource.

Jimmy Rane is a rancher. He also owns lumber mills across the country. The environment has always been important to him. "When you care about your animals and care about your land... you care about the environment," he said.

Lumbermen like Rane realize healthy forests and forest products are good for the bottom line. Certification programs are the buzz in the lumber industry.

Certified wood guarantees the product came from a sustainable forest and was processed without dangerous chemicals. In the past wood had been treated with things like arsenic.

Today the industry is moving toward more eco-sensitive techniques. That's good for the consumer because quality treated lumber lasts longer.

That makes it a much better investment. "You're talking about a product that will last a lifetime as opposed to one that will last two...maybe three years...if it's not treated," he added.

Rane tells customers to look for the scientific certification seal on wood they buy. A lot of products claim to be eco-friendly.

Those with the seal have gone through a strict screening process. You may pay more for green products up front. But you should be able to recoup your costs in the long run.

Certification programs are the most revolutionary change in the history of the lumber industry.