As the Council transitions to the second half of its term, it will take on a more proactive approach in pursuing initiatives that will achieve the greatest impact for the investment both in terms of creating sustainable demand for softwood lumber products and enhancing coordination and cooperation between the Canadian and U.S. industries.
The new approach will ensure a greater alignment between Council’s mandate, objectives and funded activities. Council’s role will shift both attitudinally and practically:
- Investor: Council will position itself as an active investor in initiatives that meet its objectives. This shift in attitude and approach focuses the metrics on the direct economic return to the softwood lumber industry from funds invested.
- Facilitator: Council can achieve significant results by taking on the role of facilitator, bringing like-minded organizations together to encourage collaboration on the development and execution of activities that are germane to the North American forest industry.