Fran Price

Forest Practice Leader

Fran Raymond Price has spent her career working to protect forests and improve forestry around the globe. She joined WWF in June 2020 after 18 years at The Nature Conservancy (TNC), where she helped to guide the organization’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. Through the years, 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 to create safeguards within extractive industries (FSC International board 2013-2019, Vice Chair 2017-2019; FSC US board; Tropical Forest Foundation board; High Conservation Value Resource Network Steering Group; WWF’s North American Forest and Trade Network Advisory Group). She also serves on the boards of organizations near home, including the New Jersey Conservation Foundation and Sustainable Princeton.

Before joining TNC, Fran directed the Forest Monitoring Project, hosted by the Izaak Walton League of America, where she evaluated forest practices on industry lands throughout the U.S. Prior to this she helped coordinate philanthropic investments in forests and renewable energy at the Rockefeller Brothers Fund. Fran holds a master’s degree in forestry from the Yale School of Forestry and Environmental Studies, and a B.A. in History and Government from Cornell University. She began her forestry career as a Peace Corps community forestry volunteer in the Dominican Republic. Fran runs a small family foundation focused primarily on environmental issues, and too rarely visits her family’s forests in upstate NY. She lives in Princeton, NJ, U.S. with her husband Will, who also works professionally to conserve forests and their two teenage nature enthusiasts.