Firm Description

The reThink Wood initiative is a coalition of interests representing North America’s wood products industry and forest landowners, public and private. We share a passion in wood and the forests they come from. Our goal is to educate each other and users about the use of wood in buildings.

Formed in 2011, the reThink Wood initiative aims to project a unified front and present a common message as it relates to wood performance, cost and sustainability. The initiative is not an organization; it has no staff. Associations, companies and research institutions develop and implement program objectives in coordination with key delivery agents such as the Softwood Lumber Board, Binational Softwood Lumber Council, Forestry Innovation Investment, U.S. WoodWorks, American Wood and the Canadian Wood Councils.