The SLB’s Board of Directors has approved a new strategic plan targeting 2.9 BBF in new annual lumber demand by 2035. The approach builds on existing momentum in key, high-growth segments—multifamily, attainable and affordable housing, education, offices, and warehouses—where lumber, whether in light-frame, mass timber, or hybrid construction, offers compelling economic and environmental value propositions. “In today’s demand-constrained environment, the SLB’s role is more critical than ever,” says SLB President and CEO Cees de Jager. “Our next-phase strategy is a clear, data-driven roadmap to protect markets, diversify opportunities, and increase softwood lumber consumption in the U.S. It defines what’s possible with the industry’s continued support of the SLB.” The plan sets ambitious yet realistic growth targets, focused on market segments where gains are both achievable and sustainable. … This plan is focused on initiatives and programs that deliver direct benefits for softwood lumber producers.