R.M. (Rick) Jeffery
Dear Members, Partners, and Industry Colleagues,
As I reflect on 2025, I want to begin by recognizing the people and organizations who make the work of the Canadian Wood Council possible. To our Board of Directors, members, partners, and funders, thank you for your essential leadership, investment, and collaboration. To CWC personnel and WoodWorks teams across the country, thank you for your professionalism and commitment to delivering impact for the sector. It is our shared vision and collaboration that enable us to drive meaningful results for our industry.
This year, we operated in a climate of deepening economic pressure and evolving policy priorities. In response, we took deliberate steps to streamline operations and align more closely with our partners. Our efforts have strengthened organizational efficiency and allowed us to deliver a 20% reduction in member dues during this challenging time, while still maintaining the strength and reach of our programs.
Through WoodWorks, we continued to deliver significant results across Canada. In 2025, the program influenced 316 projects, representing 315 million board feet of wood construction and $423 million in influenced wood sales, an increase of 23% year-over-year. The team also generated 1,138 new project leads and delivered 19,599 continuing education hours to help design and construction professionals use more wood. Light wood frame construction remained a dominant solution, representing 69% of supported projects.
We also continued to strengthen the value we deliver to members. Our funding leverage increased to 5.70, while overall return on investment rose to $34.13 per dollar invested, a 31% increase over 2024. These gains reflect strong program performance and our strategic alignment with government priorities and external funding opportunities.
Enhanced political awareness of the systemic barriers impeding a rapid response to the housing crisis has led governments at all levels to develop policies and programs to accelerate housing development. CWC is playing an active role in these efforts, providing consultation, technical expertise, and practical guidance to ensure wood-based systems are recognized and recommended. In parallel, we are working closely with Natural Resources Canada to secure continued support for CWC and WoodWorks operations over the next three years, based on our shared priorities: advancing modern methods of construction and increasing housing supply.
Working more closely with FPAC this year has expanded our ability to engage in these national conversations. Communications functions became a shared service in Q4, a move that enables more coordinated outreach and advocacy, supporting federal initiatives such as Build Canada Homes and broader forest sector transformation efforts. Together, we are presenting a more complete and compelling story of wood, delivering recommendations for solutions applicable across the forest sector value chain—from forest management to advanced construction solutions.
This year, as we responded to market realities and began repositioning ourselves for the road ahead, our performance indicators moved in different directions. Our Employee Net Promoter Score declined, reflecting the internal realities of change. However, people have always been the foundation of our work, and we are committed to supporting our team through this transition and fostering a culture where they can thrive. At the same time, our Member Net Promoter Score improved significantly, indicating stronger external satisfaction with our programs and services that we remain focused on growing.
We are proud of the progress made in 2025, ready for the challenges ahead, and positioned to take advantage of the new opportunities that are emerging. Thank you for your continued trust and partnership. Together, we are unlocking the full potential of wood construction and shaping a stronger, more resilient future for the sector in Canada.
On a personal note, I am set to retire in June after 46 years in the forest industry. The forest industry is not for the faint of heart, with unending economic, environmental, and social challenges, all complicated by the important dimension of managing Crown land. Forestry is a political football, meaning uncertainty, adaptation, and change are constants.
After more than four decades, I can say with conviction that this is an industry defined by professional, committed people. We care deeply about our colleagues, our communities, and the health of our forests and industry. It is the people who kept me in it — you are truly amazing. I am a better person for having shared this journey with so many of you, and you have my enduring gratitude and thanks.
Yours truly,
R.M. (Rick) Jeffery
President & CEO
Canadian Wood Council
Through WoodWorks, we continued to deliver significant results across Canada. In 2025, the program influenced 316 projects, representing 315 million board feet of wood construction and $423 million in influenced wood sales, an increase of 23% year-over-year. The team also generated 1,138 new project leads and delivered 19,599 continuing education hours to help design and construction professionals use more wood. Light wood frame construction remained a dominant solution, representing 69% of supported projects.
We also continued to strengthen the value we deliver to members. Our funding leverage increased to 5.70, while overall return on investment rose to $34.13 per dollar invested, a 31% increase over 2024. These gains reflect strong program performance and our strategic alignment with government priorities and external funding opportunities.
Enhanced political awareness of the systemic barriers impeding a rapid response to the housing crisis has led governments at all levels to develop policies and programs to accelerate housing development. CWC is playing an active role in these efforts, providing consultation, technical expertise, and practical guidance to ensure wood-based systems are recognized and recommended. In parallel, we are working closely with Natural Resources Canada to secure continued support for CWC and WoodWorks operations over the next three years, based on our shared priorities: advancing modern methods of construction and increasing housing supply.
Working more closely with FPAC this year has expanded our ability to engage in these national conversations. Communications functions became a shared service in Q4, a move that enables more coordinated outreach and advocacy, supporting federal initiatives such as Build Canada Homes and broader forest sector transformation efforts. Together, we are presenting a more complete and compelling story of wood, delivering recommendations for solutions applicable across the forest sector value chain—from forest management to advanced construction solutions.
This year, as we responded to market realities and began repositioning ourselves for the road ahead, our performance indicators moved in different directions. Our Employee Net Promoter Score declined, reflecting the internal realities of change. However, people have always been the foundation of our work, and we are committed to supporting our team through this transition and fostering a culture where they can thrive. At the same time, our Member Net Promoter Score improved significantly, indicating stronger external satisfaction with our programs and services that we remain focused on growing.
We are proud of the progress made in 2025, ready for the challenges ahead, and positioned to take advantage of the new opportunities that are emerging. Thank you for your continued trust and partnership. Together, we are unlocking the full potential of wood construction and shaping a stronger, more resilient future for the sector in Canada.
On a personal note, I am set to retire in June after 46 years in the forest industry. The forest industry is not for the faint of heart, with unending economic, environmental, and social challenges, all complicated by the important dimension of managing Crown land. Forestry is a political football, meaning uncertainty, adaptation, and change are constants.
After more than four decades, I can say with conviction that this is an industry defined by professional, committed people. We care deeply about our colleagues, our communities, and the health of our forests and industry. It is the people who kept me in it — you are truly amazing. I am a better person for having shared this journey with so many of you, and you have my enduring gratitude and thanks.
Yours truly,
R.M. (Rick) Jeffery
President & CEO
Canadian Wood Council
R.M. (Rick) Jeffery
Dear Members, Partners, and Industry Colleagues,
As I reflect on 2025, I want to begin by recognizing the people and organizations who make the work of the Canadian Wood Council possible. To our Board of Directors, members, partners, and funders, thank you for your essential leadership, investment, and collaboration. To CWC personnel and WoodWorks teams across the country, thank you for your professionalism and commitment to delivering impact for the sector. It is our shared vision and collaboration that enable us to drive meaningful results for our industry.
This year, we operated in a climate of deepening economic pressure and evolving policy priorities. In response, we took deliberate steps to streamline operations and align more closely with our partners. Our efforts have strengthened organizational efficiency and allowed us to deliver a 20% reduction in member dues during this challenging time, while still maintaining the strength and reach of our programs.
