R.M. (Rick) Jeffery
Dear Members, Partners, and Industry Colleagues,
As we reflect on 2024, I want to begin by expressing my sincere thanks to the people and organizations who power the Canadian Wood Council. To our Board of Directors, thank you for your strategic leadership and governance. To our members, sponsors, funders, and sector partners, it’s your support, expertise, and engagement that make our work possible. And to the talented CWC and WoodWorks teams across the country, thank you for your ingenuity, professionalism, and commitment to excellence.
This year, our organization demonstrated what it means to lead with purpose. Against a backdrop of persistent economic pressures, global trade instability, and a deepening housing crisis, CWC remained steadfast in its commitment to delivering industry-wide value—through trusted technical leadership in codes and standards, strategic collaboration across the sector, and future-focused initiatives designed to meet the demands of a rapidly evolving landscape.
A standout achievement in 2024 was the continued expansion of technical and project-level support through our WoodWorks program. With 298 projects supported (a 3% increase year over year) and 430 new project leads developed, the team delivered guidance that helped professionals across Canada confidently choose wood. These efforts translated into 271 million board feet of influenced wood sales, valued at over $343 million, and 576,174 tonnes of greenhouse gases sequestered through wood construction. Notably, 70% of project construction support involved light wood frame, while 30% supported mass timber, reflecting a strong balance between established and emerging structural systems.
In parallel, the team delivered over 20,591 hours of continuing education, equipping existing and future design and construction professionals with the tools and knowledge to apply wood more effectively. Thanks to our strategic alignment with government and industry priorities, we significantly amplified the value of member contributions—securing $5.58 in external funding for every dollar of dues, a 2.25% increase over last year. In total, each dollar in membership dues generated $26.10 in industry value through leveraged funding, program-related revenue, and influenced wood sales.
We also deepened our investment in the future through the Advancing Wood Education in Canada initiative. Highlights included the creation of an Education Advisory Committee, the launch of a Timber Engineering Chapter for university students, and the development of eLearning modules and curricula for both post-secondary and high school audiences. These efforts are essential to building long-term capacity across the design, engineering, and construction sectors.
CWC’s technical leadership remains a cornerstone of our success. From seismic design guidance for mid-rise buildings in British Columbia, to clarifying Hem-Fir (N) design values, to developing regional Environmental Product Declarations in anticipation of embodied carbon regulations, our teams delivered trusted, high-value resources where they were needed.
We also continued to evolve the WoodWorks brand and regional programs to reflect deeper technical capacity and stronger sector integration. By aligning regional “boots on the ground” activities with national strategy, we’re maximizing our collective impact and delivering measurable results—on education, project support, and influenced wood sales.
Looking ahead, we see powerful momentum in Canada’s housing sector—driven by significant federal investment and a growing recognition that wood construction offers the speed, scalability, and carbon performance the country urgently needs to meet its housing affordability goals. CWC is helping ensure that wood is at the forefront of these solutions, particularly in multi-unit housing and off-site construction.
Internally, we’ve made key investments in systems, culture, and leadership that support our organizational evolution. This year, our employee Net Promoter Score (eNPS) rose to 53, reflecting a strong level of engagement and a positive trajectory from our 2023 baseline. Staff highlighted organizational culture, flexibility, access to professional development, and a shared sense of purpose as key strengths—reinforcing the collaborative, high-performance environment we continue to build.
Our people are the foundation of our impact, and we remain committed to fostering a culture where they can thrive. Collaboration across teams, data-informed decision-making, and agility in the face of shifting priorities continue to shape how we work and drive results.
We’re proud of all we’ve accomplished in 2024—and inspired by the opportunities that lie ahead. Thank you for your continued trust and partnership. Together, we are unlocking the full potential of wood construction and shaping a stronger, more sustainable future for the sector in Canada.
Yours truly,
R.M. (Rick) Jeffery
President & CEO
A standout achievement in 2024 was the continued expansion of technical and project-level support through our WoodWorks program. With 298 projects supported (a 3% increase year over year) and 430 new project leads developed, the team delivered guidance that helped professionals across Canada confidently choose wood. These efforts translated into 271 million board feet of influenced wood sales, valued at over $343 million, and 576,174 tonnes of greenhouse gases sequestered through wood construction. Notably, 70% of project construction support involved light wood frame, while 30% supported mass timber, reflecting a strong balance between established and emerging structural systems.
In parallel, the team delivered over 20,591 hours of continuing education, equipping existing and future design and construction professionals with the tools and knowledge to apply wood more effectively. Thanks to our strategic alignment with government and industry priorities, we significantly amplified the value of member contributions—securing $5.58 in external funding for every dollar of dues, a 2.25% increase over last year. In total, each dollar in membership dues generated $26.10 in industry value through leveraged funding, program-related revenue, and influenced wood sales.
We also deepened our investment in the future through the Advancing Wood Education in Canada initiative. Highlights included the creation of an Education Advisory Committee, the launch of a Timber Engineering Chapter for university students, and the development of eLearning modules and curricula for both post-secondary and high school audiences. These efforts are essential to building long-term capacity across the design, engineering, and construction sectors.
CWC’s technical leadership remains a cornerstone of our success. From seismic design guidance for mid-rise buildings in British Columbia, to clarifying Hem-Fir (N) design values, to developing regional Environmental Product Declarations in anticipation of embodied carbon regulations, our teams delivered trusted, high-value resources where they were needed.
We also continued to evolve the WoodWorks brand and regional programs to reflect deeper technical capacity and stronger sector integration. By aligning regional “boots on the ground” activities with national strategy, we’re maximizing our collective impact and delivering measurable results—on education, project support, and influenced wood sales.
Looking ahead, we see powerful momentum in Canada’s housing sector—driven by significant federal investment and a growing recognition that wood construction offers the speed, scalability, and carbon performance the country urgently needs to meet its housing affordability goals. CWC is helping ensure that wood is at the forefront of these solutions, particularly in multi-unit housing and off-site construction.
Internally, we’ve made key investments in systems, culture, and leadership that support our organizational evolution. This year, our employee Net Promoter Score (eNPS) rose to 53, reflecting a strong level of engagement and a positive trajectory from our 2023 baseline. Staff highlighted organizational culture, flexibility, access to professional development, and a shared sense of purpose as key strengths—reinforcing the collaborative, high-performance environment we continue to build.
Our people are the foundation of our impact, and we remain committed to fostering a culture where they can thrive. Collaboration across teams, data-informed decision-making, and agility in the face of shifting priorities continue to shape how we work and drive results.
We’re proud of all we’ve accomplished in 2024—and inspired by the opportunities that lie ahead. Thank you for your continued trust and partnership. Together, we are unlocking the full potential of wood construction and shaping a stronger, more sustainable future for the sector in Canada.
Yours truly,
R.M. (Rick) Jeffery
President & CEO
R.M. (Rick) Jeffery
Dear Members, Partners, and Industry Colleagues,
As we reflect on 2024, I want to begin by expressing my sincere thanks to the people and organizations who power the Canadian Wood Council. To our Board of Directors, thank you for your strategic leadership and governance. To our members, sponsors, funders, and sector partners, it’s your support, expertise, and engagement that make our work possible. And to the talented CWC and WoodWorks teams across the country, thank you for your ingenuity, professionalism, and commitment to excellence.
This year, our organization demonstrated what it means to lead with purpose. Against a backdrop of persistent economic pressures, global trade instability, and a deepening housing crisis, CWC remained steadfast in its commitment to delivering industry-wide value—through trusted technical leadership in codes and standards, strategic collaboration across the sector, and future-focused initiatives designed to meet the demands of a rapidly evolving landscape.
