Program Overview

Expanding BC’s trade relationships to fast-growing markets in Asia helps diversify the sector, open new opportunities and support forest sector employment. Recognizing the importance of the North American market, FII also invests in high-potential market segments to grow demand for BC wood products closer to home.

The Market Initiatives program is primarily focused on advancing opportunities in existing markets such as China, Japan, South Korea, India, Vietnam and the U.S., where the greatest short- and medium-term opportunities exist for the sector. Most of these market development efforts are delivered by forest sector trade associations, with cost-shared funding support from FII, the Federal Government and industry.

PHOTO: Western hemlock chair by MAS Furniture | Credit: FII India

Funding Priorities

Through our Market Initiatives program, FII seeks to:

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Position British Columbia as a global supplier of world-class environmentally friendly forest products.

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Actively maintain, create and diversify demand for BC forest products in Canada and in key markets.

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Help break down non-tariff trade and market barriers to ensure opportunities for BC forest products.

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Work with the forest industry to promote BC’s forest products and forest management to the global marketplace.

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Help ensure that the forest sector continues to be a leading contributor to the BC economy.

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Research opportunities in emerging and potential future markets and initiate early market development activities.

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Support industry trade associations in developing and/or expanding markets and market segments for BC forest products.

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Support industry efforts to mitigate market access and address non-tariff barriers.

Funding Process

Each year FII manages a Call for Proposals for the Market Initiatives program. The 2022/23 Calls for Proposals for the Market Initiatives program is open. Please visit the Call for Proposals page to learn more

1.

Please review all eligibility requirements below carefully to determine whether your organization may apply for funding.

2.

After reviewing our eligibility requirements, please set up a user account within our Recipient Funding Management System below, where you may review further details on our funding process and submit your application for the 2022/23 Call for Proposals.

3.

Once you are registered within our Recipient Funding Management System, you will have access to a variety of information and resources that will help you to submit an application that meets the criteria of FII and our funding partners. Applicants are strongly encouraged to review all resources thoroughly before submitting their applications.

4.

If you have any questions regarding the 2022/23 Call for Proposals, please email us at info@bcfii.ca.

Eligibility

Please review FII’s eligibility information below to determine eligibility. Please note, FII does not provide loans, grants or subsidies. Funding is not meant to support an individual firm’s activities but rather to benefit sub-sectors or the BC forest sector as a whole.

Those who are eligible to apply for funding under our Market Initiatives program include:

  • Groups or associations representing multi-company interests and serving the objectives of a large geographic area or the majority of producers of a specific species or product category.
  • Academic institutions.
  • Not-for-profit research institutions.
  • First Nations regional Tribal Councils and Indigenous non-profit organizations.
  • BC Government Ministries.
  • Preference is given to BC organizations, but applications will be accepted from organizations headquartered outside of BC where clear and specific benefits to the BC industry can be demonstrated.

Applicant Information

The 2022/23 Call for Proposals for the Market Initiatives program is open. Please visit the Call for Proposals page to learn more.

FII provides guidance and support to applicants for its annual Call for Proposals. If you have read our ‘Funding Process’ and ‘Eligibility’ information above and would like to apply for funding during the 2022/23 Call for Proposals, please set up an account within our Recipient Funding Management System below.

Once registered, you will have access to a variety of information and resources that will help you to develop a compelling business case for funding that meets the criteria of FII and its funding partners.

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Market Initiatives Investment
Strategy 2022-23

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Market Initiatives Application Guide
2022-23

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Current Market Initiatives Recipients

At FII, we are proud to support a wide variety of organizations under the Market Initiatives program that work towards our common goal of advancing BC’s forest sector. We invite you to browse our current Market Initiatives recipient projects below.

Featured Projects

The sky is the limit for wood

There has been a growing trend: developers and building owners are looking for efficient, innovative and sustainable ways to increase density, and they’re pursuing taller and larger wood-frame and mass timber projects as a means to that end. Once rare, five-storey wood-frame buildings have become common across the U.S. and, soon, the U.S. will be home to the tallest mass timber building in the world with the Ascent tall wood project–a 19-over-6, 259-unit high-rise set for completion in 2022.

From retail space to affordable housing to office parks, WoodWorks directly and indirectly influenced nearly 1,580 projects across 2020/21, impacting over 1,121 million board feet of wood product volume, continuing an impressive track record of year over-year growth, up 16 percent* over 2019/20 results. In particular, WoodWorks supported clients on 98 mass timber projects—an almost 30 percent increase from the previous year. The significant growth in mass timber projects is happening across the U.S., with parity between east and west divisions.

Throughout the year, WoodWorks continued its program to provide education and technical support related to the design, engineering and construction of commercial and multi-family wood buildings in the U.S.

*Based on wood volume of direct and indirect influenced projects

Photo: 80 M Street, Washington, DC | Credit: Hickok Cole

WRCLA: Showcasing the versatility of western red cedar through education

To drive online engagement and expand market reach, the Western Red Cedar Lumber Association (WRCLA) undertook a comprehensive and strategic social media strategy across 2020/21. WRCLA social media campaigns showcased high-impact content through videos, posts, newsletters and blogs. Aimed at raising awareness of—and interest in—western red cedar products, all outreach and advertising directed consumers back to realcedar.com for further content and detailed product information.

Another component of the WRLCA social media strategy includes engaging with consumers on its Real Cedar DIY videos and adjusting content accordingly. By responding to consumer feedback, the WRCLA has seen significant growth on YouTube and, in particular, in the number of video views, hours of videos watched and subscriber growth.

To further expand promotional efforts, the WRCLA worked with design influencer, and founder and publisher of Canadian House and Home Media, Lynda Reeves, on a product integration project that involved western red cedar siding incorporated into Lynda’s own lake house renovation. This resulted in video, print and social media coverage, driving interest in western red cedar amongst the media property’s one million viewers, 2.4 million readers and 2.1 million social media followers

Photo: Canadian House and Homes / Lynda Reeves Project | Credit: WRCLA

BC Wood’s Export Readiness Program

BC Wood’s Export Readiness Program is focused on helping small and medium sized businesses expand their focus from the domestic market, and to grow their businesses by starting to export their products. The program helps B.C. value-added manufacturers—who would otherwise not have the operational capacity—break into international markets (primarily the U.S.). The program starts by identifying the individual needs of a business, and then works to support these companies to fill these needs through customized training workshops, coaching and peer networking activities.

Although COVID-19 removed any opportunity to deliver the programming in person, BC Wood pivoted to a virtual format that opened new doors for the program as wood product manufacturers across sectors, and across the province, were able to attend the program online from remote locations. This increase in reach resulted in the program doubling the number of participants from the previous year.

CSSB: Growing awareness through social media

To further expand awareness and brand recognition, the CSSB conducted a social media campaign, running ads from November 2020 to March 2021 across Facebook and Instagram that directed traffic to the CSSB website. The campaign focused on engaging influencers in the product specification process and answering customer questions, with a goal to modernize the association and compete with alternative products. The campaign was successful, resulting in a 76 percent increase in website traffic over the previous year. With the success of the campaign, social media will remain a top priority of the CSSB moving forward.

Commercialization of wood infill walls

A core element of the Chinese government’s strategy to reduce the cost and carbon footprint of building construction is to focus on industrialized construction with methods such as the use of prefabricated components which are transported from manufacturing plants to the construction site. Currently, buildings are required to have 15 percent of construction project components to be prefabricated offsite, and those requirements are expected to increase to 30 percent by 2030. Following this policy target, Canada Wood has identified prefabricated wood infill walls as a significant opportunity to create demand for Canadian lumber through broader adoption by the construction industry.

On October 30, 2020, Canada Wood accomplished a significant step in the promotion of high-value, prefabricated wood-frame construction in China with the signing of a three-party MOU agreement with the Huaishang district of Bengbu City and Shanghai Electric Matechstone (MTS).

This MOU builds on previous successes with MTS over the past four years, such as the first commercial trial of the concrete-wood infill wall system developed by Matechstone in 2019, using prefabricated energy-saving cladding. Now, this MOU will facilitate the initial commercial application of infill walls at the Anhui Bengbu Qinghe Garden community facilities in Anhui Province.

Photo: Shanghai Matechstone Rugao R&D Centre building | Credit: Canada Wood China

China’s first wood-frame nearly netzero project starts construction

The Changzhou Nearly Zero Energy Wood-Frame Demonstration Project is China’s first wood-frame project consuming nearly net-zero energy. This designation is the outcome of a design assessment by the China Academy of Building Research (CABR)—China’s largest and most widely recognized research institution in the building industry.
CABR’s recognition of the project achieving the Technical Standard for Nearly Zero Energy Buildings is a milestone for the government’s endorsement of wood’s contribution to energy saving in the construction sector. It will also strengthen the market’s understanding that wood-frame construction is an ideal solution to nearly zero energy building, creating more opportunities for wood use in China’s construction industry.

Photo: Changzhou Nearly Zero Energy Wood-Frame Demonstration Building | Credit: Canada Wood China

Wood in manufacturing

As the world’s largest furniture producer, China’s wood in manufacturing (WIM) sector represents a significant market opportunity for Canadian softwood species, including spruce-pine-fir (S-P-F) and western hemlock.
With a reputation for high-quality products sourced from sustainably managed forests, Canadian lumber is well suited for applications including furniture, windows, doors, cabinetry/joinery, bed frames, upholstered furniture and other appearance-grade needs.
The objective of the China team’s wood in manufacturing strategy is to increase awareness of Canadian wood in the furniture sector, advance Canadian wood product trial programs and promote BC species within the furniture market.

Photo: Hemlock furniture display at 2020 China International Furniture Fair in Shanghai | Credit: Canada Wood China

Partnering with the Chinese Real Estate Foundation

Under the framework of a new MOU signed May 15, 2020, FII, Canada Wood and the China Real Estate Association (CREA) will work together to support the development of sustainable environmental practices and green building in China’s real estate sector. Promoting the applications of wood-frame construction technology and developing modern wood-frame buildings that meet China’s market conditions are a central focus of this partnership. For prefabrication, the organizations will work together to educate members on understanding the installation process, developing standards for parts and components, integrating interior decoration, and contributing to the technical standards in China.

Once international travel resumes, the organizations will bring delegations of Chinese real estate developers to engage with Canadian research institutes, forest product producers, wood modular production plants and wood-frame structure design and construction enterprises.
CREA is China’s largest real estate association—a national level industry association which plays a key role in implementing MOHURD policies. With more than 40,000 views of the signing ceremony broadcast live on Leju (the digital real estate platform), interest appears to be high, providing a positive early indicator for the collaboration.

Photo: MOU Signing Ceremony between Canada Wood and China Real Estate Association | Credit: Canada Wood China

Midply in single-family homes

A notable advancement in Japan’s single-family market across 2020/21 was the rapid adoption of Midply walls for commercial use by Ichijo Komuten—one of Japan’s leading 2×4 single-family home builders. The company is currently installing 300 homes per month with Midply and has completed 2,955 homes featuring the technology over the past year—a notable increase over the 60 homes completed the previous year.

Total wood use in these Midply homes is estimated at over 60,000m3, with considerable potential for further growth in earthquake-prone Japan.

This positive outcome resulted from Canada Wood’s technical briefings on the system’s many benefits including enhanced seismic performance. It is just one example of the market adopting higher-value products and Canadian-developed wood building systems.

Photo: Shawn Lawlor and Mr. Masahiro Furuta at Ichijo job site | Credit: Canada Wood Japan

NLT approved for roof and floor applications in large-scale structures

Following a multi-year fire testing effort, COFI, together with the Japanese 2×4 Home Builders Association, recently received certificates from Japan’s Ministry of Land, Infrastructure, Transport and Tourism for quasi fire-resistive structure approvals. This approval opens the Japanese market for NLT. The ministerial approvals confirm one-hour quasi fire-resistive performance for NLT floor assemblies and 30-minute quasi fire-resistive performance for NLT roof assemblies.

The ministerial approvals will be leveraged to help facilitate the spread of large-scale wooden buildings using NLT horizontal diaphragms that are visually exposed.

Photo: NLT fire test | Credit: Canada Wood Japan

Wood in agricultural buildings

With the slowing of housing starts, market development efforts in Japan have been focussed on new segments including midrise and non-residential construction in agriculture, warehouses and commercial sectors.

Together with the Japan Wood Truss Council, Canada Wood has been promoting the benefits of wood trusses over competing steel systems in agricultural buildings, as they are more cost-effective and provide a healthier environment for the animals.

In total, 2020/21 saw 14 new nonresidential construction projects incorporate Canadian wood as a result of Canada Wood promotion and technical support.

Photo: Maruyama Pig farm project | Credit: Canada Wood Japan

Building upon Canada’s growing market-share within the wood pellets sector

Japan is the fastest-growing major market in the world for wood pellets, driven by its ambitious goals to increase green energy production over the next decade and move away from nuclear. This makes Japan a very attractive market for BC wood pellet producers, as well as a marketing focus for the Wood Pellet Association of Canada (WPAC).

On February 17, 2021, nearly 300 delegates participated in the WPAC’s first-ever virtual Asia Wood Pellet Conference, Energizing Asia with Sustainable Low-Carbon Biomass. While the conference typically takes place in Japan, by moving the conference to an online format this year in response to the pandemic, the event drew guests from across Asia and North America.

Many topics and emerging issues were featured for discussion including the evolving Japanese biomass sustainability requirements and Canadian wood pellet sustainability.

BC’S GREEN CREDENTIALS

BC is the world’s largest producer of wood pellets—a product that’s proving to be a gateway to the future of innovation in the bio-energy sector. Utilizing residual fibre from BC’s forests, wood pellets have emerged as a valuable low-carbon fuel source and export product.

Photo: Courtesy of Wood Pellet Association of Canada and its media partner Canadian Biomass Magazine

Removing limits on wood building height and size

South Korea recently changed building codes to remove height and floor area limits on wood buildings. Previously, wood buildings were restricted to a maximum height of five storeys and a maximum floor area of 3,000m2. This code change, in effect as of November 2020, creates an exciting opportunity for tall wood and mass timber in Korea.

The code change was made possible because the South Korean government recognized that the development of new high-performance wood products, such as cross-laminated timber (CLT), were shown to have high performance in both structural and fire safety. However, amongst developers and designers, hurdles still need to be overcome in terms of awareness and attitudes in the areas of wood’s safety performance and environmental footprint.

Efforts to change the perception of wood within the building and design communities are being aided by Korean media, which has been paying more attention to tall wood buildings and wood as a building material. This interest has been spurred on by the code updates, as well as Canada Wood’s proactive outreach and promotion of the sector though leveraging social media, nurturing key influencer relationships and building capacity. Media coverage has particularly focused on the benefits of wood use in a built environment, safety performance, the environmental benefits and, especially, the biophilic benefits of exposed wood.

Thanks to the code changes, positive media coverage and the efforts made by leading architects who embrace tall wood mass timber, South Korea is ramping up its capacity to build more wood buildings, creating a larger market opportunity for BC wood products in this space moving forward.

Photo: The Hangreen, a 19.1-metre five-storey wooden building in Yeongju, North Gyeongsang Province by the Korea Forest Service | Credit: Mr. Youngchae Park

Decade-long field test to open doors for Canadian wood

Pressure-treated wood has been widely used as a durable construction and landscaping material in South Korea and is an important market segment for Canadian wood products. Therefore, removing barriers for use of pressure-treated Canadian wood products has been a key focus area for the Korea team.

To meet the Korean government standards for treated lumber, Canada Wood Korea—in collaboration with FPInnovations, and its Korean partners, GNTECH and KWPA—initiated a decade-long outdoor “field stake performance test” with pressure-treated spruce and western hemlock to measure the products’ ability to withstand decay and termite attacks. Annual inspections to review the progress and results were completed in 2020 and indicated effective protection, both in areas with ground contact and in above-ground conditions.

As a result of the 10-year performance findings, Canada Wood Korea expects that Korean treatment provisions may be expanded to accept Canadian species and treatment standards.

Photo: Field test of Canadian treated wood at 10th year | Credit: Canada Wood Korea

Industrialized construction provides new opportunities

In South Korea there is a growing interest in applications for wood within industrialized construction—thanks in part to Canada Wood Korea’s ongoing efforts to promote wood use through demonstration projects, knowledge transfer, training and capacity building.

In an example of growing market uptake, Smart House, a South Korean wood home builder, partnered with a Canadian panelization fabricator, AmeriCan Structure, to jointly invest in the opening of a new panelization factory. The facility will use Canadian wood species within panelized wood products that are manufactured and precut in the factory and then sent to construction locations for quick assembly. By manufacturing the prefabricated building components, the factory will create a more cost- and time-efficient process for building wood homes.

South Korea is also anticipating a large-scale building market boom and a growing demand for large-scale wooden structures for which the factory will help the country prepare. The growth of industrialized wood construction will help to sustain and expand market opportunities for structural lumber and other Canadian wood products in South Korea.

Photo: Prefabrication and installation of prefab house by a Korean prefab-modular manufacturer | Credit: Smart House

BC Wood expands opportunities within the South Korean Resort Sector

One of BC Wood’s key strategies for growing opportunities in Asia is pursuing the South Korean resort market.

By leveraging Canada’s reputation as having some of the best resorts in the world, BC Wood has built a platform to provide quality education on resort planning and development, showcasing the importance of wood design and construction alongside wooden architectural expertise.

In response to COVID-19, BC Wood adapted their successful in-person seminars to virtual platforms, targeting audiences who have the ability to specify wood products in hospitality facilities. BC Wood developed a hybrid, two-day seminar approach, with Canadian experts presenting through Zoom, coupled with in-person events for participants which could also be attended remotely. The first day focused on heavy timber structures and the second day concentrated on resort-related mass timber structures.

Feedback from resort owners and developers, key government officials and destination management organizations has been very positive. BC Wood Korea will continue to grow these relationships, provide support and build on this year’s hybrid seminars with an even more refined curriculum.

Staying connected to build capacity

Educational seminars and training workshops are central to FII’s work to inform Indian manufacturers, stockists, architects and other key stakeholders on the merits and applications of B.C. wood species. With this approach, FII India is able to build demand for B.C. forest products in strategic markets across the country. Traditionally, in-person meetings have been the preferred way to build relationships that generate project leads. However, following COVID-19 restrictions on gatherings, the team quickly adapted and hosted a series of ten webinars—allowing capacity building and market development efforts to continue, despite challenges posed by the pandemic.

To tap into the market’s growing interest in the use of wood in structural applications, FII India’s first webinar focused on Wood in Structural Use, covering the environmental benefits, cost and time savings, building efficiency and safety benefits associated with wood in construction. Different types of sustainably harvested, Canadian wood products and local demonstration projects were highlighted, with spruce-pine-fir (S-P-F) featured as the ideal species for structural applications due to its great strength-to-weight ratio, dimensional stability and outstanding working properties.

Over 83 percent of Wood in Structural Use attendees indicated they were very likely to recommend Canadian wood for future projects. The success of the webinars will lead FII to continue this type of format in a post-pandemic business environment, further expanding the team’s ability to connect with local stakeholders.

FII product trials lead to orders for Canadian species

Since entering the Indian market, FII has been focusing efforts on increasing interest in BC species within India’s furniture manufacturing sector through the Try Canadian Wood program. This has proven to be an efficient way of showcasing the advantages of using BC wood species for furniture applications and enabling manufacturers to gain direct experience in using Canadian products. Many of these product trials have led to the purchase of BC wood.

 

RECENT 2020/21 ORDERS STEMMING FROM FII PRODUCT TRIALS INCLUDE:

 

SETHIA HANDICRAFTS – A large manufacturer and exporter of solid wood furniture in Rajasthan purchased BC western hemlock and Douglas-fir from local stockists for living room and bedroom furniture

 

LATIYAL HANDICRAFTS – A furniture producer in Rajasthan recently purchased both western hemlock and Douglas-fir for furniture trials. Items made with Douglas-fir were then used to showcase BC wood products to their buyers.

 

JODHANA ARTS & CRAFTS – An export-focused company located in Jodhpur that services major buyers in North America purchased three containers of western hemlock for interior furniture applications following its trial.

 

Successes such as these are an important factor in continuing to expand awareness of BC species across India and have
been instrumental in converting manufacturers to using Canadian wood in this high-potential market.

Demonstration projects strategically position Canadian wood

Demonstration projects inspire builders and architects by showing them how Canadian wood products can help meet the growing interest in building with wood in India’s residential and hospitality sectors.

In 2020/21, FII India strategically advanced its demonstration projects program by targeting the rising trend in structural wood use for farmhouses/country homes, as well as wooden resort homes in hill areas and in coastal areas. With six completed projects and another 13 in progress, efforts over the past year have resulted in a wide variety of showcases in the hospitality and residential construction segments.

By providing professional guidance from initial planning to execution, demonstration project teams are well supported with access to a range of building professionals in wood architecture and structural engineering. Each project team is also able to directly experience the many benefits of building with Canadian wood including its impressive strength-to-weight ratio which
requires less intrusive, lower-cost footings and foundation work.

The demonstration projects also highlighted the benefits of prefabricated construction, including significantly shorter time frames required to complete such projects, which result in critical savings on on-site labour requirements.

Photo: One bedroom studio cottage in Bengaluru. This studio-style cottage, built using wood-frame construction, is strategically positioned in Bengaluru to draw architects, developers and designers.

India’s hospitality sector is a natural fit for B.C. wood’s beauty and durability

BC wood’s natural beauty, warmth and calming, peaceful aesthetic—plus its durability, performance and safety—make it a perfect fit for use in resorts. India’s hospitality industry presents a growing opportunity for BC wood species—this is why building inroads with local architects, designers and manufacturers servicing the sector is one of FII India’s strategic focuses.

To showcase the unique advantages of using BC wood products in hospitality projects, FII India provided technical support on the construction of Sitaram Beach Retreat—a premium Ayurvedic centre located in Kerala, on India’s southwest coast.

Designed by distinguished local architect, N. Mahesh, and built in traditional Kerala carpentry style, Sitaram features Canadian wood in both structural applications and interiors and demonstrates how sustainably sourced Canadian wood species may be used for projects that speak to traditional Indian architecture.

In 2020/21, FII India completed a case study on the project to further showcase how BC wood products may be used within India’s growing hospitality sector.

Showcasing BC wood species in Vietnam’s manufacturing sector

Vietnam continues to be a global hotspot for attracting international buyers sourcing furniture and other manufactured wood products.

Try Canadian Wood product trials have been a key strategy in introducing BC softwood products not previously well-known in the market by highlighting the benefits and showcasing species particularly well-suited to furniture applications.

Between April 2020 and March 2021, 41 product trials were completed, driving interest in a variety of BC species. The majority of product trials used western hemlock—prized for its favourable finishing properties and ability to accept any paint,
stain or clear finish—for a range of indoor furniture and moulding applications, including sofa frames and baseboards. Western red cedar and yellow cedar were trialled for use in outdoor applications, while S-P-F gained traction within furniture, door core and other industrial applications.

The results of these product trials have been very positive, with a number of manufacturers placing commercial orders for BC species, while others are eager to show foreign buyers the finished products in person when travel reopens post-pandemic.

Photo: Western hemlock furniture trials | Credit: FII

Tavico: a template for strengthening local partnerships

A cornerstone of FII Vietnam’s market expansion strategy is fostering strong local partnerships with importers, traders and stockists—wood wholesalers/dealers that act as a local supplier network for Canadian wood products.

Across 2020/21, FII Vietnam continued to build on an important relationship with Tavico—one of South Vietnam’s largest stockists of softwood and hardwood products from around the world. With a large customer base consisting of furniture, window and door manufacturers, as well as traders, architects, designers and contractors, Tavico encourages these customers to visit their showroom which includes a Canadian Wood Vietnam display area featuring a range of furniture. Tavico sales staff are then able to educate customers on the workability and end-use applications of the BC products, thanks to training provided by FII Vietnam. Attached to the showroom is a warehouse with inventory of BC species for purchase.

However, pandemic-related restrictions on international travel and trade event cancellations caused a downturn in visitors to the Tavico warehouse/showroom. In response to this, the FII Vietnam team pivoted their strategy to continue to build momentum with Tavico and its domestic customers.

In January 2021, FII Vietnam promoted BC wood to domestic buyers and formed relationships with local manufacturers at a Tavico event geared towards a Vietnamese audience. FII’s prominent, high-traffic showroom locations at the event showcased Canadian raw wood materials and highlighted the possibilities of BC’s sustainable lumber through high-quality finished furniture and joinery products on display.

Participating in this event allowed FII Vietnam to further demonstrate its ongoing commitment to this important market; build on relationships with existing partners; generate leads; and reinforce a strong, mutually beneficial relationship with Tavico as an important proponent of Canadian lumber.

Photo: Canadian wood showroom at Tavico | Credit: FII

Promoting the Canadian Wood brand

To increase brand awareness of B.C. softwood products with Vietnam’s furniture manufacturers, FII Vietnam conducted targeted multi-lingual advertising campaigns across 2020/21. Mirroring FII India’s Born in Canada, Made in India campaign, both print and digital media were developed with a call to action encouraging manufacturers to, Try Canadian Wood, utilizing specific species within a variety of furniture applications. The ads showcased B.C. species in finished furniture products, while highlighting Canada’s sustainable forest management practices. Ads were placed within several well-known Vietnamese manufacturing and interior design magazines, both in print and online. The Canadian Wood Vietnam website continues to be the digital hub for information and resources with all promotional campaigns linking directly to www.canadianwood.com.vn.

For an overview of our recipient projects completed in 2020/21, please download our Year in Review

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