My History of Promoting
Canadian Forestry Products

(Continued from previous page)

Within this model, we also provide our primary mill partners with the advantage of their products penetrating into a diversity of markets without worrying about payment collection from overseas, documentation costs, or currency risk. As a single customer to a primary mill, SPF Precut Lumber provides a straightforward gateway into several export markets.

By 2007, SPF Precut Lumber introduced Stud Grade lumber (Riverside Forest Products and Sinclar Group Forest Products) to Pakistan, Jordan, Saudi Arabia, and Thailand. We invested time-intensive market development activities in Pakistan, in particular, which we felt demonstrated the most market potential at the time. We introduced western SPF four-square lumber and low-grade lumber to Pakistan, while also introducing BC western hemlock squares to that market. Our efforts, after much trial and error, paid off, as we continue to be the leading exporter of Canadian softwood lumber to Pakistan, one of our biggest markets.

We had similar success in other markets, too. For example, we introduced western SPF low-grade lumber to Iraq; we introduced
low-grade Canadian SPF to furniture producers in Vietnam; and we introduced CCA-treated Canadian SPF lumber to Jordan.

Our export diversification protected us from the US economic crash in 2008. Although the export of cut pallet stock had reduced
dramatically, our company still posted double-digit revenue growth due to our wholesale export sales. Even when we shut down our
remanufacturing facilities in 2009, our company continued to grow into the next decade. Our efforts were recognized by the BC Export
Awards, HSBC International Business Awards, and Ernst & Young Entrepreneur of the Year Awards.

As we continued our expansion of Canadian wood exports around the globe, we relentlessly promoted and developed the use of Canadian softwood lumber in markets where we had already established strong market presence. In 2013, SPF Precut Lumber independently hosted the first-ever Canadian Softwood Lumber Grading Seminar in the Middle East, when we hosted this educational seminar in Dubai, UAE. In fact, we arranged speakers from Canadian Mill Services Association and Western Forest Products to present at the seminar. The purpose of the event was to further educate existing buyers of Canadian softwood lumber and other lumber importers across the Middle East. Altogether, fifty companies from over ten countries were in attendance. The event was even reprised in 2015, garnering both local and international media coverage.

Today, SPF Precut Lumber proudly exports Canadian softwood lumber across four continents. And, although my career – along with
the operations of Pacific Prince Investments / SPF Precut Lumber – has evolved decade after decade, the trajectory of my professional life has always been driven by my persistent promotion of Canadian softwood products into new markets. It is a personal motivation that I strive to imbue within my organization so that it continues to propel SPF Precut Lumber into 2020 and beyond.

An award-winning leader in Canadian softwood lumber export, SPF Precut Lumber…

… exports about 150-million boardfeet of lumber to 20 countries worldwide;

… promotes BC softwood lumber by developing new markets;

… supports the environment, industry stakeholders, and the local community.