FII’s market initiatives program encourages the diversification of export markets for B.C. forest products. Priority is placed on developing and diversifying markets in Japan, South Korea, China and Canada, as well as new, high-potential markets, such as India, Vietnam, the United Kingdom and Mexico.

For 2026-27, FII is anticipated to invest more than $9 million in activities to diversify markets for B.C. wood products, including more than $3 million in funding from industry, enabling FII to deliver results in different markets:

Vietnam: $2.3 million

Vietnam has become a leading global manufacturer and exporter of furniture products. The country’s wood product industry is far outpacing the growth of the domestic wood supply, and this presents an emerging opportunity for B.C. softwood products.

Funded activities:

• encourage acceptance and adoption of B.C. wood species by leading Vietnamese wood manufacturers through product trials and technical support (FII Vietnam)
• provide education and market information on B.C. wood species, their use, and their many benefits to potential Vietnamese importers (FII Vietnam)
• cost share with industry an in-market technical resource to work directly with users and potential customers of B.C. wood products, helping promote B.C. wood species and B.C.-based suppliers (Canada Wood)
• connect with major international wholesalers, distributors and buyers through trade activities and business-to-business meetings to further influence the use of B.C. softwoods (FII Vietnam)

China: $2.1 million

China is B.C.’s largest market for softwood lumber outside North America by volume, and second largest by value.

Funded activities:

• support removal of regulatory and technical building code barriers and increase market access, including supporting code development for mass timber applications like glulam, CLT, NLT, and DLT (Canada Wood)
• build capacity for modern wood construction through technology transfer, focusing on non residential building applications, such as providing education on the use of Canadian wood for structural applications, finished products and manufacturing feedstock (Canada Wood)
• support promotional efforts by providing technical tools and mass timber hybrid assembly solutions focused on hemlock and Douglas-fir (Canada Wood)
• advance engagement with key Chinese regulatory agencies to position B.C. as the global leader in wood construction, and leading source for wood construction technology, wood products and expertise (FII China)
• collaborate with key Chinese agencies to advance the acceptance of wood construction as a low-carbon construction technology, support code improvements and harmonization, and work to remove barriers, such as phytosanitary issues (FII China)
• increase value-added exports through key industry trade events and missions that target high-potential market segments, such as packaged wood home solutions for the resort market (BC Wood)

India: $1 million

India, the fastest-growing major economy, presents a long-term market for B.C. wood products due to a growing middle class and strong demand for wood products.

Funded activities:

• provide technical support on softwood products to leading architects, interior designers, developers and manufacturers for high-profile commercial projects using B.C. forest products (FII India)
• accelerate acceptance and adoption of B.C. wood species by leading Indian wood companies through product trials and technical support (FII India)
• strengthen the in-market supply chain by expanding relationships with stockists (importers/distributors) to ensure the availability of B.C. supply in the market (FII India)
• deliver educational training events and seminars in priority regions, targeting high-profile architects, interior designers, manufacturers, contractors, carpenters and wood importers to increase knowledge of B.C. as a sustainable source of high-quality certified wood (FII India)
• support B.C. wood manufacturers in exploring, entering and expanding their presence in the Indian market (FII India)

Japan: $1.06 million

Japan is B.C.’s second largest international market for softwood lumber by value and third largest by volume.

Funded activities:

• advance B.C. forest products use in mid-rise, non-residential, and mass timber construction through applied research, code development, technical approvals, and professional training aligned with recent building code changes (Canada Wood Group)
• support expanded use of innovative wood-construction systems by developing and promoting engineered and hybrid assemblies, including fire-resistant solutions, for residential and non-residential applications (Canada Wood Group)
• joint government-industry mission to Japan to advance strategies, reinforce British Columbia as a preferred supplier, and accelerate market diversification activities (Canada Wood Group)
• increase value-added exports to Japan by supporting B.C.’s small-medium manufacturers through in-market representation, and participation in major construction and design trade shows (BC Wood)
• target high-growth niche sectors, including resort, non-residential and renovation markets to capitalize on inbound tourism and demand for premium, sustainable wood products from B.C. (BC Wood)
• expand western red cedar’s market share through strategic digital outreach, including targeted social media, tradeshow campaigns, and a revamped website to inform and attract key buyers (Western Red Cedar Lumber Association)

United Kingdom: $850,000

The United Kingdom represents a mature, but growing opportunity for B.C. exporters, supported by government commitments to housing, climate goals and the use of renewable, low-carbon building materials.

Funded activities:

• position the use of B.C. wood in prefabricated, low-carbon construction, aligning with low-carbon and modular construction priorities (FII U.K.)
• strengthen relationships with key trade, architecture and construction stakeholders to identify commercial and innovation opportunities (FII U.K.)
• support B.C. companies in entering and expanding their presence in the U.K. and central Europe (FII U.K.)

South Korea: $307,120

South Korea is a small but valuable market for B.C. wood products, offering export opportunities for solid wood and value-added sectors.

Funded activities:

• accelerate carbon reduction in construction by advancing adaptation of industrialized wood construction through technology transfer, applied research and strategic partnerships (Canada Wood Group)
• advance the use of wood and mass timber in mid-rise and larger residential and non-residential buildings by leveraging B.C.’s leadership and successful experience (Canada Wood)
• enhance green building practices through targeted education and collaboration, promoting Net-Zero and Zero Energy Building initiatives and updated construction standards in large scale projects (Canada Wood Group)
• position B.C. wood construction technology and B.C. wood products as a preferred low-carbon building solution, supplied from B.C.’s sustainably managed forests (Canada Wood Group)
• increase sales of B.C. value-added wood products by introducing new Canadian companies to the market and targeting market segments such as 2x4 house packages and coastal species for Hanok (traditional) housing (BC Wood)

Other markets: $1.75 million

Beyond the primary focus regions, FII monitors global market conditions to identify emerging opportunities and address specific needs in other markets of interest, such as Mexico, the Association of Southeast Asian Nations, and Middle East and North Africa. FII recognizes the importance and future potential of various markets and segments, including domestic ones in Canada.

Funded activities:

• increase awareness of B.C.’s value-added wood products in Mexico, connecting key audiences with B.C. producers through key industry trade events and missions (BC Wood)
• participate in trade activities to connect B.C.’s value-added manufacturers with Ontario’s high-end cottage industry, Canadian building products retailers and First Nations communities (BC Wood)
• expand domestic market share for western red cedar across Canada by strengthening digital marketing targeted to key regions (B.C., Ontario, and Quebec), enhancing Real Cedar website content, using social media and trade show geo-targeting to reach homeowners, builders, architects and retailers, and reinforcing the design versatility, sustainability, and performance advantages to influence specification and purchasing decisions (Western Red Cedar Lumber Association)
• grow the cedar shake and shingle sector through strategic partnerships, including First Nations, and by targeting high-opportunity markets, including Canada and Mexico, through market research, educational seminars, and trade events (Cedar Shake & Shingle Bureau)
• conduct market research into new potential markets and market segments for B.C. forest products internationally and re-evaluate select historic markets to assess potential to increase trade (FII and various associations)

Forestry Innovation Investment’s (FII) Wood First program works with manufacturing, education, training, design and construction industries, as well as government and the forest industry, to advance wood construction technologies and expertise in B.C. FII leverages this leadership to position B.C. and its forest industry internationally as a leading source of products, technology and expertise for the use of wood in construction, interior design and daily living.

For 2026-27, FII is anticipated to invest more than $4 million in activities to advance wood us in the province, including $1.47 million from partners, enabling FII to deliver results in different markets:  

Strengthening manufacturing and business capability: $1.19 million

Design and construction professionals choose wood products and wood building systems when they have the skills, ability and confidence to design and specify wood. FII funds education, training and technical support to accelerate the adoption of mass timber, prefabricated wall panels and floor cassettes and other value-added products and systems across the supply chain: from primary and secondary manufacturers, architects, engineers and developers, through to builders, assemblers and installers.

Funding activities:

• build wood specification and approvals with owners/developers, architects, city planners and building officials, through technical support on feasibility of design and construction related to wood, mass timber and prefabricated wood solutions (WoodWorks BC)
• work directly with individual manufacturers to improve manufacturing processes of SMEs. (Centre for Advanced Wood Processing (CAWP) at the University of British Columbia (UBC) and University of Northern British Columbia (UNBC))
• build marketing and business capacity within B.C.’s value-added wood products sector through workshops and company-specific support (BC Wood)
• encourage growth of the value-added sector through monthly industry-focused networking events and educational seminars, and provide support for small manufacturers through knowledge-building sessions (CAWP and The Wood Innovation Group (TWIG))

Education and skills development: $596,309

FII supports education and skills development activities needed to increase knowledge and experience in designing and constructing with wood products, including mass timber and next-generation wood and hybrid building systems.

Funded activities:

• support designers, engineers and builders through research and technical materials and seminars to accelerate private and public sector uptake, scale repeatable wood and mass timber solutions in priority segments and directly support B.C.’s housing objectives (WoodWorks BC)
• enable designers to accelerate mass timber projects through computer modelling using a centralized database to inform structural design, evaluation and implementation of mass-timber construction (FPInnovations)
• help inform First Nations decision-making across forestry, construction and community infrastructure, through timber and wood-use guides, toolkits and workshops (Construction Foundation of BC)
• educate and train design and construction professionals on B.C. value-added wood products and their applications through a variety of trade and educational events (BC Wood)
• provide educational workshops for industry on Design for Manufacture and Assembly using robot technologies on offsite construction (CAWP)
• strengthen youth awareness of career opportunities through career fairs and Indigenous-focused education events, focussing on the modern, high-tech nature of British Columbia’s product manufacturing and construction sectors (Council of Forest Industries (COFI))
• establish a comprehensive education program for building officials, trades and manufacturers to build wood-based modular supported by standardized designs maximizing wood utilization and optimized for factory manufacturing (Modular BC)
• expand industry and workforce knowledge through a targeted micro-credential focused on wood-first modular housing systems, including factory-centric curriculum (Okanagan College)

Research and innovation: $680,760

FII-supported research helps to address regulatory and performance barriers to using wood-based products and building systems, particularly as it relates to national and provincial building code provisions and standards development.

This year’s work spans six research categories:

• Resilience & Safety
• Structural Systems
• Design for Manufacturing and Assembly (DfMA) & Prefab
• Market & Economics
• Materials & Products
• Building Physics & Performance.

Outputs, such as validated design methods, test data, design guidance, and practitioner-ready tools help architects, engineers, and developers apply mass timber and advanced wood systems with greater confidence.

Funded activities (by research category):

Resilience & Safety

• apply advanced fire modelling (FDS) to strengthen the evidence base for performance-based fire design in mass timber buildings, supporting safe pathways beyond prescriptive code limits for taller and more complex structures (FPInnovations)
• establish fire design principles for wood-to-wood notched bearing connections through fire testing and moisture monitoring, supporting realistic detailing guidance and future standards implementation (FPInnovations)
• determine overstrength factors for self-tapping screw connections to support capacity based design provisions and improve seismic safety and performance of mass timber buildings in Canada (FPInnovations)

Structural systems

• develop user-friendly, capacity-based design procedures for balloon-type CLT shear walls to support upcoming CSA O86 revisions and expand code-ready solutions beyond platform type systems (UNBC)
• validate mechanics-based punching shear design rules for point-supported CLT floors through full-scale testing, enabling less conservative designs and supporting future standards provisions (UNBC)
• extend brittle failure design methods for self-tapping screw CLT connections to the minor strength direction—a critical condition for floor and diaphragm applications—supported by full-scale testing (UNBC)
• improve buckling resistance equations for high-capacity wood-frame shear walls using experimental testing and numerical modelling, supporting more accurate code prediction and broader adoption (University of Victoria (UVic))

DfMA (Design for Manufacturing and Assembly) & Prefab

• develop high-performance volumetric modular mass-timber building systems designed for seismic resilience and rapid assembly, including deconstructable connections and replaceable shear fuses to accelerate delivery of mid-rise affordable housing in British Columbia (UBC)
• develop conceptual structural systems, numerical models, and simplified design guidance for modular timber buildings under lateral loads such as wind and earthquakes (UBC)
• produce a decision-ready guide to help small-scale developers adopt prefabricated B.C. wood systems for Part 9 gentle density housing, translating off-site construction principles into practical feasibility, risk management and co-ordination frameworks (Small Housing BC)

Market & Economics

• create a standardized lender’s guide and financing framework to help de-risk mass timber investment and improve how the “green premium” and value of wood buildings are assessed in lending decisions (Affine Climate Solutions Society)

Materials & Products

• advance CLT manufacturing using thermally modified western hemlock by addressing adhesive bonding challenges, supporting improved dimensional stability and biological durability for moisture-prone applications such as balconies and facades—without chemical preservatives (UBC)
• evaluate Hem-fir glulam connection performance to establish realistic shear design values for standards inclusion and strengthen competitiveness of an abundant but underutilized B.C. species in mass-timber markets (UBC)

Building Physics & Performance

• conduct field testing, long-term monitoring, and numerical analysis of tall mass-timber buildings to address vibration serviceability design gaps and support future standards and code updates (UNBC)

Marketing, promotion and outreach: $141,749

FII’s funding supports efforts to communicate the benefits, best practices and lessons learned involving wood products and wood and hybrid building solutions, such as mass timber. This includes sharing solutions for issues important to local regions and communities in B.C. like resilience, durability, climate-change mitigation, and the costs related to mid-rise and taller wood buildings.

Funded activities:

• connect qualified buyers with B.C. producers and increase buyer and specifier awareness of B.C.’s value-added wood products through participation in key trade events (BC Wood)
• participate in key trade events to engage with target audiences on the benefits of building with wood, while promoting project support services (WoodWorks BC)