UNBC Wood Concrete Marketing Team

1. UNBC Wood Concrete Marketing Team www.unbc.ca/woodconcrete

2. Mountain Pine Beetle Wood Concrete

3. Wood Cement Composites Mineral Bonded Wood Materials (definition): “the utilization of surplus wood wastes: shavings, wool, or sawdust using inorganic binders: gypsum, magnesite, or Portland cement” One of the first patents, in 1910, described as: “a method to produce fire safe, lightweight, porous material”

4. History • 1900 - The first mineral bonded board was produced by an Austrian carpenter using wood shavings and gypsum. • 1920 - The first Wood Wool Cement Board (WWCB) is produced in Austria. Several others in Europe followed. • 1930 - Wooden lath reinforced WWCB roofing boards produced in Holland, along with the first Cement Bonded Wood Chips (Durisol)boards. • 1950 - Velox boards produced in Austria from course wood particles and cement. • 1970 - The first Cement Bonded Particle Board (CBPB), called Duripanel, was produced in Switzerland. • 2000 - Eltomation developed a fully automatic plant for Wood Strand Cement Board with approx. 1100 kg/m³, called EltoBoard

5. Technological Process Cement Mixer Wood Mat distribution on form board Pressing Water Trimming and finishing Curing room/yard

6. Material Attributes

7. European Products

8. Brazilian Products

9. Philippine Products

10. American Products

11. MPB Wood Concrete Compatibility MPB-killed wood-cement compatibility POOR Extractives Decay GOOD

12. MPB Wood Concrete Compatibility 120 110 100 90 80 CA 70 Index values 60 CI 50 CX 40 30 20 10 0 Sound TSD-1 TSD-2 TSD-3 TSD-4 Blue- wood stained sapwood

13. Research Questions • Wood-cement compatibility • Lodgepole pine is the most compatible wood species in North America (paradigm/imitation) • What about beetle-killed lodgepole pine compatibility with Portland cement? (research question/innovation) • Interior walls • Gypsum board isn’t the best building material on the market (paradigm/imitation) • What about replacing it with a wood-cement panel? (research question/innovation)

14. MPB Wood Concrete Products • Various applications of the material are in use and/or under development • Versatility of wood concrete leads to many possible applications

15. Planters

16. Benches

17. Countertops – Ramada Hotel PG

18. Countertops –Union of BC Municipalities HQ (Victoria)

19. Interior Walls

20. Moulded Products

21. Structural Applications / Walls

22. Marketing Research • Phase I: Focus Groups • 76 participants discussed wood concrete • Most participants responded very positively to product. Industrial/professional consumers wanted to know more about technical specs. • Greenness: It has green properties such as employing an otherwise unusable component. However, there is skepticism because of the energy/emissions used to produce concrete. • Potential applications: flooring or patio tiles, garden blocks, countertops, and furniture • Pricing: People might consider this product if it were 10% higher or lower in cost than what it is replacing

23. Marketing Research • Phase II: Conjoint Analysis • 151 participants rated product bundles on a 100 point scale for three products • Countertops • Garden blocks • Floor tiles • General preference toward attributes: • Location of production was rated as the most important attribute.

24. Phase II: Conjoint Analysis General preference toward attributes

25. Phase II: Conjoint Analysis • Relative Importance of Attributes (Countertops)

26. Phase II: Conjoint Analysis • Relative Importance of Attributes (Floor tiles)

27. Phase II: Conjoint Analysis • Relative Importance of Attributes (Garden Blocks)