Canadian timber producers are stepping up their efforts to grow the market for western red cedar (WRC) in the UK and Europe.
The Western Red Cedar Export Association (WRCEA), whose 13 members collectively ship more than 72 million board feet of WRC annually to offshore (non-North American) markets, is targeting merchants, architects, specifiers and the wider construction industry.
WRCEA, which is spending C$1m on offshore promotion this year, said WRC demand has been under pressure in several offshore markets, due in part to a lack of promotion to a new generation of consumers, builders and specifiers.
WRCEA spokesperson Cees de Jager said: “In the European market, and the UK specifically, the WRCEA’s messaging is designed to increase the awareness of the properties and performance of WRC, its positive environmental benefits, the large variety of applications and the beauty of knotty cedar products for garden and yardscape applications.”
WRCEA said it recognised architects as a key battleground for growing demand and was planning a direct promotional effort aimed at the profession, hopefully through RIBA.
It is also working with the Canadian High Commission in London, in co-operation with other associations, to organise a forum for architects.
The association has already attended trade shows Interbuild and Carrefour du Bois this year and will be at German and Dutch exhibitions early in 2005.
WRCEA said it wanted to help suppliers be more successful and effective with WRC. “Our goal is to drive business to them ultimately,” said Mr de Jager.
The association predicts UK WRC imports from British Columbia will grow to about 15 million board feet this year from 11.4 million board feet in 2003.
