Much of British Columbia was founded on forestry—an industry that has long sustained B.C. communities and local economies. However, with a relatively small population, the forest sector relies on export markets to grow and prosper. On behalf of the Province, we at Forestry Innovation Investment help maintain, create and diversify markets for B.C. forest products to ensure the forest sector continues to be a key contributor to the B.C. economy.

FII's mandate is to:

  • Position B.C. as a global supplier of world-class environmentally friendly forest products
  • Actively maintain, create and diversify demand for B.C. forest products in Canada and in key world markets
  • Help break down non-tariff trade and market barriers to ensure opportunities for B.C. forest products
  • Work with the forest industry to promote B.C.’s forest products and forest management to the global marketplace
  • Help ensure that the forest sector, through product development and strong international sales, continues to be a leading contributor to the B.C. economy

FII is governed by a Board of Directors and is accountable to the B.C. Ministry of Jobs, Economic Recovery and Innovation. FII has offices in Vancouver, Shanghai, and Mumbai with additional representatives operating out of Beijing, Chengdu, Wuhan, New Delhi and Bangalore.

Industry provides FII and our Board with strategic input via three advisory bodies:

  • Market Priorities Committee
  • Market Acceptance Advisory Committee
  • Wood First Advisory Committee

Download our two-page corporate overview

Programs and Services

For a comprehensive overview of FII and partner activities delivered over the past year, as well as a more thorough description of our programs and how they are delivered, please download our 2019/20 Year in Review. Other documents including our Service Plan, Service Plan Annual Report, Strategic Plan and more can be accessed on our Corporate Reports page.

The following highlights the activities delivered by each of our three program areas.


Market Initiatives

The Market Initiatives program encourages the development of export markets and new market segments, particularly in the fast growing markets of Asia. This helps to diversify the sector, open up new opportunities, and sustain forest sector employment. Recognizing the long-standing importance of the North American market, the Market Initiatives program also focuses on high potential market segments for B.C. wood products in North America. Under the program, FII works collaboratively with the forest industry, the federal government and the research community, focusing activities and leveraging resources to maximize results.

  • Researching opportunities in emerging and potential markets, and initiate early market development activities, with particular emphasis on India, but also in Vietnam
  • Supporting industry trade associations in developing and/or expanding markets and market segments for B.C. forest products
  • Supporting industry efforts to mitigate market access and plant health issues
  • Managing outreach and relationship building in China with Chinese authorities and State-owned real estate development companies
  • Undertaking early market research and profile building in India

Many of the activities in the Market Initiatives program are delivered by third-party organizations under a cost-sharing framework that relies partially on contributions from the industry and the federal government of Canada. We allocate funding through an annual competitive Call for Proposals.


Wood First

The Wood First program focuses on advancing wood use and innovative wood construction technologies in B.C., and establishing the province as a showcase for forest products in construction, interior design, and daily living. The scope includes both residential and non-residential buildings.

Planning and delivery of the program is a collaborative effort involving the building construction industry and the forest sector. With guidance from the Wood First Advisory Committee, FII provides overall management and administration of the program including aligning priorities and ensuring the best use of the funds.

Specifically, Wood First focuses on:

  • Growing the culture of living and building with wood in B.C. and beyond
  • Maximizing the appropriate use of wood in public and private projects
  • Accelerating the adoption of existing and new innovative wood-based products and building systems
  • Strengthening B.C.’s capability to produce competitive wood-based products and building systems that create and respond to market demand and are aligned with future raw material supply
  • Positioning B.C. as a world leader in sustainable and innovative wood-based products and building systems in design, production, and application

The activities of the Wood First program are primarily delivered by third-party organizations under a cost-sharing framework that relies partially on contributions from the industry. We allocate funding through an annual competitive Call for Proposals.


Market Outreach

Market Outreach works to expand opportunities for B.C. forest products by positioning wood as an environmentally-friendly, preferred building material, and by highlighting B.C. as a reliable supplier of quality products from sustainably-managed forests. These activities create a solid foundation for answering the questions, “Why wood?” and “Why wood from B.C.?”—upon which many of the market development investments and activities of FII and industry are based.

The program focuses on taking advantage of two significant trends in the marketplace—the emerging recognition of wood products as renewable and sustainable, and increasing demands from consumers for forest products that are produced in an environmentally-responsible manner.

Specifically, the program:

  • Provides information regarding B.C. forest practices and products to architects, engineers, developers and builders, foreign government regulators, importers, and to a limited extent, consumers
  • Champions science- and fact-based approaches to document B.C.’s forest practices, and the merits of wood-based construction technologies in the context of mitigating climate change and adopting green building standards
  • Collaborates with forest sector stakeholders to encourage consistent and compelling messages about product and building innovations and reducing environmental impacts
  • Monitors and advocates for codes, standards and policies that recognize the merits of wood and B.C. forest products

While individual firms and their trade associations do a good job of telling customers about the physical attributes of specific product lines and how they can be used, the Market Outreach program provides audiences with factual, consistent and credible information about the environmental parameters of B.C.’s forest products and the forest practices that underlie their production.


Innovation - We respond to changing market, economic and geo-political forces that affect the forest economy and invests in new programs and research that offer competitive advantages to the forest sector and where there is an opportunity to influence growth.

Public Benefit - Our investments support the long-term development of the forest sector in general and cannot be used to provide an exclusive benefit to a particular company or its protected product. Results of activities that we support are publically available.

Credibility and Integrity - Our activities and funded projects are based on government and industry priorities and strategies developed in partnership with stakeholders in industry, the research sector and government.

Collaboration - We encourage collaboration and coordination among forest product firms, trade associations, academic institutions and others, including the joint development of marketing strategies, sharing of information and pooling of resources.

Active Engagement - We are actively involved in the market and product development programs that we fund and deliver.

Risk Management - We mitigate market development risk by pursuing a mix of potential short-term and long-term returns, and by spreading programs across current and potential markets. We accept a higher level of risk in emerging markets where commercial success is relatively more speculative.

Accountability - Activities are expected to be founded on clear objectives, generate a positive return, have well‐developed performance measures and lead to documented results.

How Services are Delivered

We are focused on delivering value in partnerships by investing through and with other organizations. We work with nearly two dozen industry trade associations, research institutions, provincial and federal ministries, and trade development agencies to deliver a comprehensive suite of market development activity. This unique approach brings together the expertise and resources of industry as well as two levels of government. By working together, we maximize impact and continue to lead the world in delivering innovative market development programs.

For every dollar invested, FII generates $2.60 in additional funding from industry, the federal government and other partners.

Learn more about about our partners