Fran Raymond Price has spent her career working to protect forests and improve forestry around the globe. She joined World Wildlife Fund (WWF) in June 2020 after 18 years at The Nature Conservancy (TNC), where she helped guide the organisation’s adoption and promotion of responsible forest management and certification. Fran helped bring forest carbon finance to smaller forest owners in the United States, most recently by assisting the development and launch of the Family Forest Carbon Program. Her work has focused on the creation, improvement, and proliferation of market-based incentives – such as the alignment of forest carbon investment and certification and strengthening of forest certification standards — to protect forest ecosystems. Fran has served on several boards and task groups, including the FSC International board (2013-2019) as Vice Chair from 2017 to 2019. Fran also runs a small family foundation focused primarily on environmental issues.