To help Canada build a best-in-class forest bioeconomy that benefits all Canadians through economic growth, innovation, and environmental leadership.
To represent Canada’s forest products sector and its employees through evidence-based advocacy and strategic partnerships to maximize environmental, economic, and social value for members, employees, and communities.
Leadership: Empowering and guiding our industry with visionary thinking and strategic action, setting the standard for excellence and ethical practices.
Collaboration: Building strong partnerships and fostering teamwork within and outside our organization to achieve shared goals and create opportunities for Canada’s forest sector and its workers.
Community-minded: Connecting and contributing to our local, national, and global communities, ensuring our actions benefit the common good and promote sustainable development. Innovation: Pioneering new ideas and embracing technological advancements to continually improve our products, services, and processes.
Accountability: Maintaining transparency, integrity, and responsibility in all our actions, consistently meeting our commitments to our colleagues, members, and partners.