Forestry Division’s Innovation and Market Development Team

1. Forestry Division’s Innovation and Market Development Team Bluewater Wood Alliance September, 2011

2. Purpose of the Presentation • To outline the roles and activities of those Forestry Division staff tasked with promoting the development of markets for Ontario’s solid wood products and encouraging the development of new and innovative products

3. Key Roles and Responsibilities of the Team • Coordinate Ontario’s efforts to market Ontario solid wood products both domestically and internationally; • Manage Ontario’s Wood Promotion Program, the Ontario Wood visual identifier and the forestry component of the Forestry Export Assistance program; • Provide strategic market information to Ontario exporters as well as sourcing marketing information for those looking to expand export opportunities; • Coordinate with federal departments to address market access and development issues for Ontario’s wood products sector; • Develop and implement policies and programs to support Ontario’s value added wood manufacturing sector; and • Undertake strategic initiatives designed to help transform Ontario’s forest products sector. • Support wood product clusters and the Centre for Research in the Bioeconomy • Coordinate Ontario’s relationship with FP Innovations and the Wood manufacturing Council and work with them to provide technical support to Ontario’s wood product industry

4. Export Marketing Specialist - Dan Theriault • Primary functions • To lead the delivery of programs that support the export of Ontario forest products and value added wood products; • To direct specific studies to secure strategic market intelligence necessary to the Ministry’s mandate of supporting Ontario forestry and value added wood product companies access current and new markets; • Identify and develop market diversification and market access opportunities for the wood products sector and participate in events that provide for an opportunity to gather market intelligence and to promote the benefits of Ontario wood products; • To monitor and report on current forest industry developments and trends in key competing jurisdictions; and • To monitor and report on market access issues in current and new markets that may affect Ontario exporters. • In partnership with the Value Added Specialist oversee the division’s Trade and Investment Marketing activities • Contact: (705 945-6788) or via email dan.theriault2@ontario.ca

5. Wood Product Specialist – Ralph Spaans • Primary functions • To act as the “champion” for Ontario’s secondary wood product manufacturing sector within the Ministry; • Coordinate Ontario’s efforts to support the sectors, including through technical support, and assessing skills needs for the sector; • Identify and develop market diversification and market access opportunities for the wood products sector and participate in events that provide for an opportunity to gather market intelligence and to promote the benefits of Ontario wood products; • To monitor and report on current wood industry developments and trends both within the province and key competing jurisdictions. • In partnership with the Export Marketing Specialist oversee the division’s Trade and Investment Marketing activities • Contact: (705 945-6784) or via email ralph.spaans@ontario.ca

6. Wood Promotion Specialist - Paul Mingay • Primary functions • Lead the delivery of the Ontario Wood Promotion Program; • Oversee Ontario’s efforts to promote the benefits of Ontario wood products to architects, engineers and building officials in partnership with Wood WORKS!; • Identify and develop domestic market diversification and market access opportunities for the wood products sector and participate in events that provide for an opportunity to gather market intelligence and to promote the benefits of Ontario wood products; • Contact: (705 945-6770) or via email paul.mingay@ontario.ca

7. Ontario Wood Promotions Program • The purpose of the program is to facilitate a culture of wood use. • The program’s strategy to expand the value-added wood manufacturing sector is supported on four pillars: • skills development and training; • capacity expansion; • market development; and • research/market intelligence. • The OWPP was approved by Cabinet in September 2005, as part of the broader Ontario Forest Sector Strategy. • The program has a $1 million annual allocation; $800,000 is in a transfer payment line with the balance in an ODOE line. • The OWPP, though its support to Wood WORKS! has delivered training to architects, engineers, future practitioners and other design and building professionals. Financial support was provided to four colleges and universities for program development, scholarships, technical support and specialized training.

8. Ontario Wood Visual Identifier • Launched by my Minister July 7, 2011 • The Ontario Wood visual identifier allows Ontario to build on Foodland Ontario’s 34 years of success by establishing a logo that enable consumer awareness of Ontario‘s locally produced wood products. • The Ontario Wood logo will allow Ontario consumers to differentiate Ontario produced wood products from others in the Ontario market place and, as a result, to preferentially consume Ontario products • Goal: increase domestic demand by promoting the socio-economic, quality and environmental benefits of buying local (i.e. Ontario) wood products. • Move people to start thinking more about where their wood comes from. • Audience: • Ontario retail consumers of wood products (lumber to furniture) • A “brand” for the industry (primary & secondary producers) • Other wood industry influencers (architects, contractors, builders) • General public • While the Ontario Wood logo will be administered by MNDMF it is industry that will drive the success of the program through the use of the logo to help to consumers recognize and purchase their Ontario wood products

9. Export Market Development Activities • Provide advice and market information to exporters as well as sourcing marketing information for those looking to expand their sales base. • Assisting with buyer or exporter inquiries by helping to match buyers with potential suppliers. • Providing support for incoming missions, outgoing missions to enable buyers to meet Ontario suppliers and view production facilities first hand. • A secondary purpose is to provide perspective buyers with information that will promote an awareness of the environmental attributes of Ontario forestry management and operations. • Co-ordinate participation for Ontario companies at selected international trade shows. • These shows facilitate contact with potential buyers as well as provide a showcase to display their products. A secondary purpose is to provide perspective buyers with information that will promote an awareness of the environmental attributes of Ontario wood products. These activities are supported by our contribution from the Trade and Investment Marketing program. • Develop and disseminate strategic market intelligence products. • Some of these studies will concentrate on a specific geographic market for a variety of products, while others may focus on individual product sector's export opportunities in a number of markets.

10. MNDMF’s 2011/12 Trade Events • While you’ll see a strong focus on building product shows, we’re happy to include shows of greater relevance to secondary manufacturers. • we’d like to engage you in our planning for 2012/13 events (likely in December and January). 

11. Export Assistance For Mining and Forestry Program (Forestry Sector) • The EAMF was announced in the 2009 Ontario budget as a three year program to expand industry’s export capacity and increase sales to international markets. • Budgeted at $4 million over 3 years. • Key program activities: • Export capability analysis and strategic market intelligence • Export readiness training • Ontario Wood Traceability Assurance • Strengthening industry associations’ export activities • FSCS is responsible for program administration for the forest products component of the program (FEAP) Excerpt from the 2011/12 RbP

12. Export Capacity and Strategic Market Intelligence • Conduct export capability analysis to provide baseline data to: • Understand the current product and service offerings • Identify firms who are exporting and those that want to start exporting • Identify opportunities to improve export activities • Assess the sectors needs for training and support • Evaluate potential export opportunities for Ontario forest product producers • Build on the findings of the 2010 Poyry Report by conducting detailed studies on the Caribbean, European Union, (non-Great Lakes) U.S. markets and the Middle East • Share information with potential exporters through a series of workshops, seminars and networking events

13. 2011/12 Initiatives to Promote Export Market Access Canadian Council of Forest Ministers - Forestry In Mind Program Forest and Chain of Custody Certification Initiative - Educational Material and Information Sessions Market Development Ontario Wood Exports – Export Market Development Canadian Wood Council – Woodworks Middle East Export Readiness FP Innovations – Company Specific Export Support Wood Manufacturing Council - Export Readiness Seminars

14. Canadian Council for Forest Ministers (CCFM) Program dollars are used to support Ontario’s membership in the Canadian Council for Forest Ministers (CCFM) (CCFM) is a forum for federal, provincial and territorial governments responsible for forests to work cooperatively to address major areas of common interest Within the Council is communication program called the Forest in Mind (FMP) The program is supported by Canadian trade delegates abroad to position Canada as a world leader in sustainable forestry and environmental stewardship The program helps protect and enhance market access for Canadian forest products

15. Forest and Chain of Custody Certification Initiative (EOMF) The Eastern Ontario Model Forest (EOMF) have been involved in wood/forest certification for over 10 years They have observed that little effort has been made to communicate the benefits of certification to the manufacturer and the consumer Their initiative will develop an education and awareness building program that explains what Chain of Custody Certification is and what are its benefits, costs, etc. The overall objective of this proposal is to create a foundation of communication tools and products that will set the stage for the second phase which focuses on maximizing chain of custody certification uptake. Run a series of educational workshops across the province Will be great opportunity to promote the second phase of the program

16. Ontario Wood Exports Will work collaboratively with WMC on the delivery of market intelligence at the upcoming export readiness seminars Will work closely with FP Innovations Export Specialist to market their service and become the primary delivery mechanism (the Go-TO for industry and government) for export related information Be the portal for market intelligence and distribute back to industry and government Continue to administer the acquisition of strategic market intelligence (key opportunities in the U.K.) Continue to organize member and non-member participation in trade shows and missions outside North America

17. WoodWORKS! Middle East – (CWC) Some 25% of the worlds 125,000 construction cranes are currently operating in Dubai The region is among the fastest developing nations in the world Concrete and steel are still the standard construction method The Canada Wood Council (CWC) is conducting an in-depth assessment of Key Middle Eastern markets and the opportunities that might be found in those markets Firstly – what is Canada doing now Secondly – what opportunities should be pursued Thirdly – role of government, cultural considerations and key potential partners

18. Company Specific Export Support (FP Innovations): Based on recommendations from the Export Capacity Study completed by FP Innovations in March 2011 Assignment of a full-time export specialist in the province to assess companies preparedness to compete in export markets Provide case by case assistance to help companies launch their product Disseminate information of the export capacity study to the wood manufacturing industry to encourage companies to enter the market Network and understand all government programs providing export assistance and provide a link to interested parties

19. Export Readiness Seminars (WMC) As a follow-up to the export readiness workshops offered in March 2011, the Wood Manufacturing Council will be offering a suite of export programs for the upcoming year. Modules include: Introduction to International Trade Research and Marketing Trade Finance Importance of understanding foreign cultures Supply Chain Management