The purpose of this study is to explore how companies in the Finnish, Swedish and Norwegian wood products value-chains currently employ environmental performance measures (EPMs) in their communication and to study the existence of strategic element in the use of EPMs. The primary data for this study was collected by conducting 41 thematic interviews in 2011 in the three countries and was analyzed using theory-driven thematization. According to our results the most important EPMs in this context are forest certificates and the key stakeholders targeted are customers, suppliers and environmental authorities.