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The Softwood Lumber Board is embarking on an ambitious new initiative to establish softwood lumber as the preferred choice for the built environment by 2024.
“We will move from re-think wood when we started, to think wood today, to of course wood in five years,” said SLB chairman Marc Brinkmeyer.
To reach the goal, SLB will review and refine its strategy, tactics and funded initiatives to ensure all are optimized and aligned given the changing dynamics in the market. The conditions in 2018 are very different and more advantageous for lumber than they were when the SLB was established in 2011, as such the approach to delivering on its objectives will also need to evolve.
The SLB also announced Steve Lovett’s plan to step down as CEO at the end of November, to be replaced by Cees de Jager. Ryan Flom has joined the organization as VP of market promotion & research.