Since its founding, the Softwood Lumber Board has generated 16.7 BBF of incremental lumber demand. Now, the SLB is setting its sights higher: a new strategic plan targets 2.9 BBF of additional annual demand by 2035. Called “From Niche to Mainstream,” the plan builds on the SLB’s strong foundation in expanding lumber demand in the built environment by creating, defending, and implementing codes and standards; amplifying design and construction best practices; inspiring innovation in new performance applications; providing technical solutions to challenges for specifiers and contractors; and strengthening the value proposition for developers and investors. The pathway to 2.9 BBF aims for targeted growth across six construction segments where lumber can scale efficiently: multifamily 1–4 story, multifamily 5–8 story, commercial, office and banks, education, and warehouses. These segments offer the strongest combination of volume potential and achievable market-share gains—and the SLB and its funded programs are already making strong strides in these areas, paving the way for growth.