The COFI panel on growing Canadian markets for BC wood brought together a mix of voices from architecture, Indigenous forestry, and sustainable design to explore how to unlock domestic demand for BC’s wood products. Moderated by Shawn Keyes, Executive Director of WoodWorks BC, the discussion featured Chris Hill, President of BCollective; Robert Manuel, Strategic Advisor with the BC First Nations Forestry Council; and architect Shelley Craig, Principal at Urban Arts Architecture. Keyes opened by acknowledging that while much of the conversation in BC focuses on exports, there is enormous untapped potential within Canada itself. “We often overlook our own backyard,” he said. “And that’s a missed opportunity.”

Chris Hill offered an Indigenous business perspective, speaking about the importance of anchoring markets in reconciliation and sustainability. “We’ve always seen forestry as a relationship, not a resource,” he said. Hill said demand in Canadian markets can be driven by ethical supply chains and storytelling that connects wood products to community values. “People want to know where things come from,” he said. “And they want to know it was done right.”

Robert Manuel emphasized the link between Indigenous forest tenure and economic opportunity. “If we’re not participating economically, it’s just symbolic,” he said. He said First Nations are not only interested in harvesting, but in owning mills, producing value-added products, and building markets. “We want to be at every stage of the supply chain,” he said. “We talk about food sovereignty—why not wood sovereignty?” “That’s how we build wealth that stays in our communities.” Manuel also pointed to the challenge of overcoming fragmented policies that make it difficult for Indigenous forestry businesses to scale. “We need consistency,” he said. “Not just in fibre access but in how decisions are made.”

Shelley Craig brought a design and construction lens, describing the ways wood is transforming urban architecture and public infrastructure. “We’re seeing wood in schools, recreation centres, libraries—it’s no longer niche,” she said. Craig said the shift toward mass timber and biophilic design is creating new opportunities, but noted that more education and awareness is needed among architects and developers. “You can’t specify what you don’t understand,” she said. Craig also highlighted the importance of certification and transparency in meeting public procurement standards. She noted that many clients still see wood as rustic rather than refined: “We need to shift that mindset.” “It’s not enough to say it’s sustainable—you have to show the data,” she said. She called for better integration between forestry and design sectors. “We don’t talk to each other enough,” she said. 

Keyes asked the panel what it would take to grow the Canadian market. Hill said alignment between Indigenous rights, climate goals, and local procurement policies could be a game-changer. “We need to link forest products to climate action and economic justice,” he said. Manuel added that training and mentorship are key to building Indigenous capacity. “We need to grow our own workforce, our own entrepreneurs,” he said. Craig said architects and developers must also step up. “We need to get better at pushing for wood,” she said. “That means educating clients, engineers, even city councils.” The panel ended with a call to think differently about value. As Hill put it, “The most valuable thing isn’t just the wood—it’s what the wood can do.”