MEMBER
Terry Chernesky –
MASTHEAD
Liz Kovach
WRLA PRESIDENT
Chris Allinotte DIRECTOR, MARKETING AND COMMUNICATIONS
Brenda Bourns EVENTS AND COMMUNITY ENGAGEMENT MANAGER
Amanda Camara VICE PRESIDENT OF BUSINESS DEVELOPMENT AND MARKETING
Rebekah Doerksen EXECUTIVE ASSISTANT
Matthew Lucek
WORKFORCE DEVELOPMENT COORDINATOR
Alisa Luo GRAPHIC DESIGNER
Travis Waite
DIRECTOR, FINANCE AND ADMINISTRATION
Published June 2024
The WRLA Yardstick is the official publication of the WRLA and is published four times per year. It is mailed to all retail and associate members of the WRLA, to retail lumber dealers and others in the building supply industry in Northwestern Ontario, Manitoba, Saskatchewan, Alberta and British Columbia, and to selected dealers in the Yukon, Northwest Territories and Nunavut. Views expressed in the Yardstick are not necessarily official WRLA policy, nor does the publication of product information or any advertisement imply recommendation by the WRLA. No part of this publication may be reproduced in any form without the written consent of the WRLA.
Subscription rates in Canada: $12 per year, plus applicable taxes. Outside Canada: $15 per year, no tax. Rates quoted are for non-members only.
Canadian publication mail agreement #43754013. Postmaster send change of Canadian address to:
The WRLA team has been Road trippin’ the past few months. We’ve been on the road talking to our members, from big city centres to rural communities through the West and it’s been an amazing opportunity to connect with members and learn about your challenges and needs.
We’ve heard from you, and a recurring theme is that running a business is not easy. There are so many facets that require your attention and energy. People often find themselves so caught up in the day to day of working in their business that they can’t find any time to step back and work ‘on’ it –improving their systems, rethinking strategy, putting good processes into place, and researching products and trends.
How are you feeling about the place your business is in? Are you feeling fatigued or stuck? Do you have some ideas but are not sure what you need to get to the next level?
If you feel any of the above, you’re not alone. In my conversations with members, I’ve often heard that people got into business because they were passionate about building supply and the relationships they have in this industry but didn’t necessarily know everything they needed to know about running a business. Of course, they make their business work by sheer persistence and dedication, but what if there was another way?
We all need help sometimes. Small businesses are so important to the communities they serve. I regularly call building supply stores the nucleuses of their communities. We want to help them prosper.
With this in mind, WRLA has invested time and money into developing pathways to support you through some of your business challenges.
This summer we are introducing the WRLA Business Series, an online, self-paced program designed for business owners and upper management to evaluate the state of your business and how to take it to the next level. These are valuable skills that fill a need in our industry, making sure our members’ operations are set up for success.
CHANGE IS INEVITABLE PROGRESSION IS A CHOICE
The Business Series will be particularly valuable for the large percentage of our members who are planning for retirement and need to know how to valuate their business in preparation for sale or handoff to the next generation.
WRLA’s priorities will always be to equip you and advocate for you. Keep letting us know about your biggest challenges and remember: If you want something you have never had, you must be willing to do something you have never done!
Liz Kovach PRESIDENT, WRLA
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The WRLA has long been a beacon of support, knowledge and more recently advocacy for the lumber and building materials industry across Western Canada. Central to its mission is a strong outreach program designed to foster community, facilitate professional growth, and ensure the collective success of its members. Over the last few years, the association has been making an incredible effort forward to bolster its outreach efforts, reflecting the commitment to our members through engagement, education, and advocacy.
One of the associations' key components through outreach is direct member engagement through personal visits. By visiting member businesses across Western Canada, the WRLA team gains a firsthand knowledge into the challenges and opportunities faced by members. These visits allow for meaningful conversations and exchange of ideas, ensuring that initiatives are aligned with the real needs of membership. This approach allows the WRLA team to build strong, trusting relationships and demonstrates their commitment to being an accessible and responsive partner with our businesses.
Education and professional development continue to be integral to the WRLA’s mission. The association is continuing to develop and offer different training programs through workshops and seminars to ensure members can advance their skills and knowledge within the industry. These educational opportunities will continue to cover a broad spectrum of topics. If there is something of interest that you believe the WRLA can help with in developing and executing, please reach out to them.
By investing in the professional growth of its members, the association not only contributes to the success of members’ businesses but also helps raise the overall standard of our industry. The association’s commitment to continuous learning ensures that members are well-equipped to navigate the evolving market landscape and maintain a competitive edge.
STRENGTHENING COMMUNITIES & DRIVING PROGRESS
A cornerstone of the association its advocacy to government on behalf of members. There’s been tremendous success these last few years in getting support from multiple levels of government that are starting to see the association as an industry partner at the table. The WRLA will continue these efforts, ensuring member issues are at the forefront. Through strategic lobbying and participation in industry coalitions, the WRLA makes its members’ voices heard in the legislative assemblies across Western Canada, and at the Parliamentary Buildings in Ottawa. These advocacy efforts aim to support growth and sustainability for all members.
As I conclude my term as Chair this fall, I am filled with immense appreciation and respect for the progress we have made together as an association and industry. Serving this dynamic and dedicated community has been an honor. I extend my deepest thanks to the WRLA Executive, Board, and to Liz and the entire WRLA team for their relentless dedication and hard work in advancing the association and LBM industry. Their efforts have been instrumental in enhancing our outreach and ensuring our association remains a vital resource for its members.
Most importantly, I want to express my sincere appreciation to the WRLA membership. Your trust, collaboration, and active engagement have been the driving force behind our collective achievements. It has been a privilege to work alongside you, and I am confident that the WRLA will continue to thrive, championing the industry for years to come. Thank you for allowing me the opportunity to serve as your Chair for the past two years. I look forward to seeing you all at upcoming WRLA events. All the best in the building season ahead!
Andrew Reimer CHAIR, WRLA
MEMBER CORNER
SHARING YOUR STORIES INDUSTRY NEWS
Email us at marketing@wrla.org or reach out via social media.
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SASKENERGY LAUNCHES HOMES BEYOND CODE PROGRAM
SaskEnergy is incentivizing customers to build new homes at higher energy efficiency levels than required by the current National Building Code of Canada 2020. Rebates of up to $9000 are available for homes built to energy codes above Tier #2.
“Our government is pleased with SaskEnergy’s efforts to help Saskatchewan homebuyers purchase energy efficient homes through the Homes Beyond Code Program,” said David Buckingham, MLA for Saskatoon Westview. “This program will make purchasing an energy efficient home more affordable, while also reducing energy bills through lower energy consumption.”
The amendment to Saskatchewan’s Building Code Regulations and Energy Code Regulations, that include energy efficiency tiers for the construction of buildings, came into effect on January 1, 2024. The goal of energy tiers is to progressively increase the energy efficiency requirements of new homes. For instance, the new baseline at Tier #2 is a 10 per cent improvement over Tier #1. Tier #3 improves energy efficiency by 20 per cent, Tier #4 by 40 per cent, and Tier #5 is 70 per cent better than Tier #1. Homes exceeding Tier #3 will be eligible for a $3000 rebate, homes exceeding Tier #4 will be eligible for a $5000 rebate, and homes exceeding Tier #5 will be eligible for a $9000 rebate.
“SaskEnergy is committed to reducing greenhouse gas emissions, and our energy efficiency programming is an important part of achieving this commitment,” said Mark Guillet, President & CEO for SaskEnergy. “The Homes Beyond Code Program will support SaskEnergy customers to reduce their end-use emissions as well as improve the quality and comfort of their homes.”
SaskEnergy has earmarked approximately $800 thousand for the program and opened its eligibility to both homeowners and homebuilders. Builders are eligible for an $800 rebate per approved building.
“The Homes Beyond Code Program is a positive step forward for the home building industry in Saskatchewan and the homeowners we serve. This program not only aligns with our commitment to
sustainable building practices, but it also offers tangible benefits to those looking to invest in more energy-efficient homes,” says Nicole Burgess, CEO Saskatoon & Region Home Builders’ Association. “By supporting the construction of homes that exceed the current building code, SaskEnergy is enabling builders to continue to lead the way in energy efficiency, ultimately contributing to a greener and more sustainable future for all Saskatchewan residents.”
To qualify for the rebate the house must be:
• A new residential home on a permanent foundation in Saskatchewan.
• Eligible housing types are a detached house, semi-detached, row house, townhouse or modular home built on a permanent foundation, connected to SaskEnergy’s natural gas system and use natural gas for space heating;
• Built subject to guidance from an Energy Advisors from a registered service organization or member of the Canadian Association of Consulting Energy Advisors.
To learn more about the Homes Beyond Code program including details on eligibility, full terms and conditions, and how to apply, on SaskEnergy’s Website.
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CONGRATULATIONS TO DONNA GERRITS ON HER RETIREMENT!
After over 40 years in the industry, Donna is retiring from her role as Vice President of Sales and Marketing at Alexandria Moulding. Donna and her team were instrumental in growing sales across Canada which in turn brought the company’s new western Canada Distribution Centre, located in Calgary, AB online.
WRLA congratulates Donna on all her achievements in the industry and wishes her all the best on her next adventure!
HOME HARDWARE CELEBRATES 60 YEARS IN BUSINESS
ST. JACOBS, ONTARIO – April 18, 2024 — 60 years ago in St. Jacobs, Ontario, Walter J. Hachborn and Henry Sittler laid the groundwork for what would become Canada’s largest Dealer-owned and operated home improvement retailer. Since then, Home has expanded to more than 1,000 stores operating under the Home Hardware, Home Building Centre, Home Hardware Building Centre and Home Furniture banners.
Today, Home’s strong independent Dealer network continues to provide superior home improvement experiences to customers through helpful advice, competitive prices and quality products. In every interaction, Dealers across Canada aim to improve life at home for the people in their communities.
“This milestone is a testament to over six decades of dedication and hard work by our Dealers and Team Members across the country,” said Kevin Macnab, President and CEO, Home Hardware Stores Limited. “While celebrating 60 years of rich history, we’re also focused on continued growth to ensure we keep delivering the exceptional customer service we’re known for in communities across Canada.”
TWO NEW HOME HARDWARE STORES ADDED IN ALBERTA
Medicine Hat Home Hardware Building Centre and AltaWide Home Building Centre, both located in Alberta, have converted to the Home banner.
Business partners for 20 years, Lisa and Mark Brumm co-own three stores together – including Sylvan Lake Hardware Building Centre, which became a Home store in 2023. In 2024, they converted their other two building supply locations to the Home banner. Mark continues to focus on sales and operations, while Lisa leads administration, HR, and safety.
Lisa shared her reason for joining Home Hardware, noting: “We joined Home Hardware because we see it as the future for building supply stores. Home offers online sales and a national advertising program, making it a household name. We’re so thankful to our staff, many of whom have been with us for years. They have made this exciting transition possible.”
While new to Home, they are not new to the industry. See below for details on how long they have been in operation:
• The Vegreville Location (now Alta-Wide HBC): owned since 2002
• The Sylvan Lake Location (now Sylvan Lake HHBC): owned since 2005
• The Medicine Hat Location (now Medicine Hat HHBC): owned since 2009
AD RECOGNIZED WITH FOUR AWARDS NOTING EXCELLENT WORKPLACE CULTURE IN THE U.S. AND CANADA
Wayne, Pa. – AD is pleased to announce it has received four recognitions in 2024 that celebrate its workplace culture.
In the U.S., AD has been named a Top Workplace in the Delaware Valley for the sixth consecutive year. Additionally, AD has received national recognition as a Top Workplace in the USA.
The regional and national Top Workplace rankings rely on an anonymous survey administered by Energage LLC, assessing 15 key factors for fostering engaged organizational cultures. National Top Workplace awards are open to all companies with over 150 U.S. employees that encompass a people-centric ethos, prioritize staff wellbeing, and attract top talent and new business opportunities.
AD Canada has been recognized as a Great Place to Work® for the second year in a row. In addition, they have secured a coveted position on the prestigious 2024 Best Workplaces™ in Canada List for companies with less than 100 Canadian employees, ranking 10th nationally for their size category.
Integral to both Great Place to Work® and Best Workplaces™ awards, the Great Place to Work® Trust Index survey analyzes employees’ trust in leadership and workplace culture, identifying companies with an edge in productivity, innovation, recruitment, and retention.
AD’s Chairman and CEO, Bill Weisberg, shared immense gratitude towards associates.
“Creating a company culture that we can all be proud of isn’t an overnight process; it’s a journey that requires dedication from all of us,” Weisberg shared. “We have an incredible team of associates at AD who are passionate about the work they do to support our independent members and suppliers. I admire the commitment I see in them and in our HR team to make sure AD is a great place to work every day.”
Neil Cohen, AD’s Chief People Officer, expressed the significance of these results, extending their impact beyond recognition.
“The recognition from our associates as a great place to work is incredibly meaningful to us,” Cohen shared. “It confirms that our continuous efforts to create a supportive and dynamic environment resonate with our team. I’m grateful to our associates for transparently sharing their feedback with us, allowing us to identify our strengths, celebrate achievements, and learn about areas where we can still improve.”
Rob Dewar, President of AD Canada, expressed his sentiments regarding AD Canada’s impressive Best Workplaces™ ranking.
“Greatness doesn’t happen in isolation—it thrives in the collective brilliance of a unified team, where each member’s contributions weave the fabric of our success,” relayed Dewar. “I could not be prouder of our AD associates for their contributions in fostering a supportive and inclusive work environment, where innovation flourishes and each individual’s talents are valued and recognized.”
Eric Rubino, CEO of Energage, highlighted the impact of Top Workplace USA awards. He shared, “This award showcases the nation’s outstanding organizations and underscores the importance of prioritizing the employee experience in today’s workplace landscape.”
THE NETWORK OF RONA AFFILIATED DEALERS ANNOUNCE THE RETURN OF RONA CONNEXIA
Driven by the positive impact of the last edition of Connexia, the network of RONA affiliated dealers is proud to announce the return of this event for a third consecutive year, on October 8 and 9.
As part of this event, all RONA affiliated dealers across the country will be invited to gather at the Fairmont Queen Elizabeth, in Montréal, for a networking day through conferences and workshops, followed by an exclusive trade show where selected vendors will present their new products for 2025. The event will close with a recognition gala.
Like every year, Connexia will be the perfect opportunity for RONA dealers to exchange with their peers, with the RONA teams, and with participating vendors to set the table for a successful Spring 2025.
PHOTO: SUPPLIED
It starts with a single scan. From there, our integrated technologies and adept delivery systems ensure Taiga customers get certainty delivered with every product. Because of this, we continue to be the leaders in product innovation, distribution and management systems.
50 YEARS OF ONE STOP SHOPPING
Brenda
Chernesky Hardware Ltd. opened in Glaslyn, Saskatchewan in 1974 when Terry Chernesky’s father purchased the Hardware side of the combination hardware and grocery store. A year later, they incorporated, and they’ve been a fixture in the community ever since.
To refresh your memory of the early 70’s, in 1974 Richard Nixon had just resigned after the Watergate Scandal, the Rumble in the Jungle took place with Muhammad Ali vs George Foreman, Rubik’s Cube was invented, the #1 Single was “The Way we Were” By Barbara Streisand. A sauce pan cost $1.77, a mop $0.99 cents and a vacuum cleaner $13.77! A lot has changed over the years but what has remained steadfast is Chernesky Hardware Store as a cornerstone of this small community.
Bourns with Chris Allinotte, WRLA
I had never heard of Glaslyn (population 306) until we got news that Terry was celebrating his 50th year in business. The call came on Thursday April 11th and by Saturday I was in Glaslyn.
We just had to visit Terry and his wife Angeline to celebrate, and we also wanted to visit the store and hear some stories in person. As a lifelong prairie girl, I was surprised to see that northern Saskatchewan wasn’t as flat as I thought; it had soft rolling hills. When we are on the road, we often bring treats to our members. It’s important that we always try to source a local shop, bakery or store to pick up a little something. In my first drive through the town I saw Chernesky’s Grocery Store…attached to Chernesky’s Hardware. I didn’t think it would be much of a surprise to buy treats next door then walk 5 steps and offer them to Terry, so we did a little more exploring and shortly after, arrived at the store with Champagne and cupcakes. The grocery store is a relatively recent addition to Terry’s business, as he took over the operation in the 2000’s. His wife Angeline runs the grocery side to this day.
How does a 50-year-old store impact a community? Let me tell you. Walking into the store I was instantly surprised at the variety of goods offered. It was clear this was more than just your local hardware store. Everything from children’s toys, camping gear, neon lights in professional team colours, you name it, you can likely find it at Chernesky’s! In 1980 the store got into fertilizer supply and grew that offering until 1996 when Terry’s dad sold off that part of the operation.
When you are the only such store in a 30-mile radius, you often have little to no competition. They do a lot of business in agriculture related sales. The store is a Mobil Oil vendor, and they supply the surrounding farms with agricultural salt as well. Meanwhile, Chernesky Hardware is also the go-to shop for nearby resorts and the steady stream of cottagers that arrive each spring and summer needing to repair or upgrade their getaways. The real key, however, is how they continue to offer exceptional service to their hometown. Terry and Angeline once delighted a local by carrying a specific work boot in their size, saving them a 67 km trip to North Battleford to find what they needed.
Terry shared how he started at age 13, before his Dad purchased the store. He kept working alongside his parents until he turned 20, when he left for just over a year to do mission work, explore other opportunities, and have conversations with himself as he matured. What did he want to do? Did he really want to stay in the community and work at the Hardware store for the rest of his life? He knew he really enjoyed the people, he loved the community, and he worked really well with his parents.
Ultimately, he came to a realization, “You now, I thought to myself, I think I can do this, and I had intimate knowledge so decided to continue carrying on the family business.”
He continued working with his father until taking over the ownership of the business in the late 90’s-early 2000’s. By then, he’d celebrated quite a few personal milestones, having married Angeline in 1987. Together they built their own home in town that same year, and within the next eight years welcomed their four children into the world.
Terry’s deep roots in the community are evident in the relationships he has built. Generations of Glaslyn residents have relied on his expertise and friendly advice. He knows his customers by name and understands their needs, a rarity in today’s retail environment dominated by big-box stores and online shopping.
The decision to stay and invest in the community as well as raise a family in Glaslyn has had lasting impact. Today, Terry and Angeline are proud grandparents to 14, with another on the way. Looking ahead, they may consider selling the business, and are keeping an eye out for a local buyer who would be able to come in and provide a sense of continuity for the community at large. If and when that happens, the couple plan to move a little closer to Saskatoon or Regina, where their children have each established themselves in their own successful careers. But for now, they remain dedicated to supporting local enterprises and giving back to the community.
On Saturday, May 18, the store held their official 50-year anniversary party, hotdogs, donuts, and entertainment to the community. When asked about his thoughts on the anniversary, Terry was glad that his mother, who currently lives above the store and is celebrating her 87th birthday this year, was able to share the celebration with them.
Congratulations to Terry on 50 years of service. Your dedication has made Chernesky’s Hardware Store a pillar of Glaslyn, enriching the lives of its residents and embodying the true spirit of community. Here’s to many more years of success and impact!
BUILDING ON LET’S GO BUILD
Matthew Lucek, WRLA
The WRLA’s “Let’s Go Build” program kicked off last year with a public awareness campaign in newspapers, magazines, podcasts, and social media. Let’s Go Build is a comprehensive initiative aimed at educating and inspiring youth, women, Indigenous people, and new Canadians about the diverse and rewarding careers available in the lumber and building materials industry. This campaign seeks to fill of the many job openings created both by retiring personnel and by business growth while promoting diversity and fostering sustainable expansion in the LBM sector. Let’s Go Build exists to raise awareness about career opportunities, provide tailored education and training, and facilitate pathways to employment through internships, apprenticeships, and mentorship programs with WRLA members.
Now, one year in, the campaign has evolved. The most recent development was the addition of our already popular WRLA Job Board. Members can post any and all job opportunities on our website for free and reach people who are searching for a new career with our industry on the top of their minds. Keep a watchful eye on our social media for the Job of the Week. The Job of the Week postings will highlight a new role in the industry each week! With roles from Executive Leadership to on-ramp jobs like Warehouse and Lumber Yard associates, there truly is a role for everyone.
With our recent grant applications from Alberta and Saskatchewan resulting in an influx of over $600,000 to devote to workforce development, we’re going to be taking Let’s Go Build further than ever before. As a first step, WRLA has added a dedicated Workforce Development Coordinator. Matthew Lucek is a communications professional with experience in municipal government and the private sector. Matthew will be heading up the Let’s Go Build team at WRLA and will be taking the campaign on the road with dedicated career fairs and presentations to schools, universities, colleges, and expos. We’ll also be looking to speak directly to HR professionals at our members’ companies, to find out first-hand about labour and training issues they are facing. We encourage those folks to reach out to Matthew directly at mlucek@wrla.org.
The message of Let’s Go Build remains the same: If you are looking to work and you want to learn, you can grow in this industry. No matter what your education level, knowledge of the industry, or prior experience, there is a place for you. Our industry prides itself on on-the-job learning, and WRLA provides a wealth of learning opportunities free to members that can get anyone up to speed in no time!
Remember; “the only limitations in this industry are the ones you put on yourself” - Liz Kovach, President.
Want to hear more?
Matthew and Chris Allinotte from the WRLA team recently recorded a podcast about this exciting program. Scan the QR code to listen and subscribe!
WRLA NEWS
THE WRLA TEAM IS GROWING!
WRLA welcomes Matthew Lucek, Workplace Development Coordinator, to the team.
Matthew is a communications professional with experience in municipal government and the private sector. He will assist WRLA in enhancing public awareness of careers in the LBM industry, as well as supporting the recruitment and retention needs of WRLA members.
With a people-oriented mindset, Matthew understands the needs and challenges of WRLA members, enabling WRLA to develop programs to support them effectively. Additionally, Matthew will organize industry-specific career fairs to elevate the industry’s profile and propel WRLA to new heights.
In his spare time, he enjoys working out, spending time with friends and family, and is a devoted San Francisco 49ers fan!
BIG DESIGNS REQUIRE BIG TALENT
Team WRLA is also thrilled to be working with two new designers who are joining us over the summer months. Daphne Cleveland and Camilla Josef are recent graduates of the design program at Red River College in Winnipeg, MB. They will be working with us on a variety of projects to help elevate our digital and print content, and we’re looking forward to our members seeing the results!
SCHOLARSHIP APPLICATIONS ARE OPEN
The 2024 WRLA Scholarship program is accepting applications. Funded by our Golf Tournaments, the Scholarship program benefits WRLA members and their families in pursuing higher education.
New this year – WRLA is proud to partner with Women of Lumber and Forestry to sponsor the WOLF scholarship. This $2,500 scholarship will be awarded to a student in their second year of university, in a program related to the Lumber and Forestry industry. The successful applicant will also received an expenses-paid trip to the annual WOLF conference in Whistler, BC.
HIGHLIGHTS
WRLA EVENTS RECAP
This year, WRLA is bringing our members together in more ways than ever, and we’re only getting started! We’ve even got a brand new website, www.wrla.events to help you keep track of all the upcoming excitement!
AMEX BREWERY TOUR
Winnipeg, MB
WRLA Associate and Retail members came together for a night of fun, food, and drinks in Winnipeg on April 25. After hopping on the party bus at the WRLA offices, guests were treated to dinner, tasting, and tour at One Great City and Brazen Hall Brewing.
Members will have more chances to hop on the bus in the coming months as we hold similar nights out this fall in Alberta and BC, bringing members together and supporting local businesses!
KNOW YOUR PRO
We’re taking Lunch & Learn to the next level with our “Know your pro” events!
On Friday, April 26, we held our first Know Your Pro event at QuikTherm Insulation in Winnipeg. WRLA retail members were invited to have lunch at the manufacturing plant, take in an in-depth presentation about the product, and tour the facility. It was a great event, with a lot of useful product knowledge, and created a great opportunity to introduce a relatively new-to-market product. Many retailers in attendance were inquiring about distribution the next day!
Our next Know Your Pro Events are scheduled for this Fall. Check the website for details and registration info.
BUILDHER
The WRLA Women’s Council is working to advance opportunities and learning experiences for women in the LBM industry.
As a group, the council is a forum for collaboration between likeminded individuals, championing the cause of gender diversity in our industry. Collectively, the council has created the buildHER program of events.
Our first buildHER events are starting this Summer – check out the events website for registration information.
FUNDING AND FACE TIME WITH THE ALBERTA GOVERNMENT
By Chris Allinotte, WRLA
The governments of Alberta & Saskatchewan have collectively awarded $595,000 to fund programs for the building supply industry and directly support WRLA Members.
In May, Liz Kovach, WRLA president, and Andrew Reimer, WRLA Chair and Government Relations Committee members, were able to thank the Alberta government in person for their $495,000 grant enabling us to put ambitious new programs into action.
As part of our commitment to the new programming, the WRLA has already added a permanent Workforce Development Coordinator to our team (Matthew Lucek, see pg 16 for an introduction!) He will be delivering programming around recruitment and retention for our members, including bringing WRLA job fairs to cities across our membership area and serving as an in-house resource that our members can rely on to help them hire and train their own teams.
Offering our thanks to the UCP government was the culmination of a great week of board meetings, government meetings and of course connecting with members in the Edmonton region!
The WRLA contingent met with the following government representatives:
• Scott Cyr, MLA Bonnyville-Cold Lake-St. Paul
• Nolan Dyck, MLA Grande Prairie
• Shane Getson, MLA Lac Ste. Anne-Parkland, Parliamentary Secretary for Economic Corridor Development
• Pete Guthrie, MLA Airdrie-Cochrane, Minister of Infrastructure
• Brandon Lunty, MLA Leduc-Beaumont
• Miles McDougall, MLA Calgary-Fish Creek
• Ric McIver, MLA Calgary-Hays, Minister of Municipal Affairs
• Chelsae Petrovic, MLA Livingstone-Macleod
• Angela Pitt, MLA Airdrie-East
• Garth Rowswell, MLA Vermilion-Lloydminster-Wainwright
• Rajan Sawhney, MLA Calgary North-West, Minister of Advanced Education
• Justin Wright, MLA Cypress-Medicine Hat
• Tany Yao, MLA Fort McMurray-Wood Buffalo, Parliamentary Secretary for Small Business and Northern Development
• Matt Jones, Calgary-South East, Minister of Jobs, Economy and Trade
• Rick Wilson, Minister of Indigenous Relations
It is critical to the WRLA Advocacy mission that we bring members with us to these meetings, so that government gets to hear directly from the businesses that our proposed programming and requested government funding will serve.
Gary Fletcher, General Manager at Trail Building Supplies, shared that the meeting with Rajan Sawhney, Minister of Advanced Education, was particularly beneficial, and he seemed receptive to our cause. Gary also noted that all the MLA’s they met with were genuinely engaged, and working hard for their constituents, though he noted that there were some of the same initial misunderstandings about the WRLA at the beginning of the meetings, owing to the word “lumber” in our name. These meetings helped establish the Association and our members as the important intermediate step between lumber mill and completed home. As an aside - WRLA is currently undergoing a year-long rebranding process to better represent the full breadth of our membership, especially with respect to advocacy.
Steve Buckle from Sexton Group Ltd. was appreciative of the fact that so many members of the UCP caucus made themselves available to WRLA and viewed that as a sign the association is gaining traction in our government outreach. He also expressed his gratitude that Gary invited the WRLA delegation to take a tour of Trail Building Supplies during their downtime.
Thank you to all the members Steve Buckle (Sexton), Andrew Reimer (All-Fab), Kelvin Katzenback (Gillfor Distribution), Brianna Keats (Metrie) Jillian Richards (Canadian Engineered Wood Products), and Gary Fletcher (Trail Building Supplies), that carved out time to meet, support, connect and share ideas with the WRLA team during these government outreach sessions!
WRLA CONNECTS WITH MANITOBA NDP AT MINISTER’S DINNER
On June 4, Chris Allinotte, WRLA’s Director of Marketing & Communications attended the Manitoba Chamber of Commerce Minister’s Dinner. This was the first Minister’s dinner for the newly elected NDP government, and it was an opportunity for the cabinet and assembled MLA’s to connect with members of the business community in a format that allowed for direct and candid conversations.
Deputy Premier Uzoma Asagwara delivered a keynote that was business-opportunity-forward while outlining how this government’s focus on healthcare leads to communities having the resources they need to serve their residents, which promotes more young people staying and working in their province. They reaffirmed the premier’s pledge to invest in shipping corridors, resource development, and a promise to balance the provincial budget within four years.
The gathered dignitaries were very engaged with the business representatives at their dinner tables, and most took the opportunity to hear from everyone they were sitting with. At the WRLA table, Chris and Vince Croker from ClearSecure met with the Hon. Rénee Cable, Minister of Advanced Education and Training, JD Devgan, MLA for McPhillips, and Hon. Malaya Marcelino, Minister of Labour and Immigration. We spoke about the programs WRLA has been working on, and the needs of our membership that are driving those developments. We outlined the need for government support to help address our labour shortages, and help put more people to work. The ministers were very receptive, and the WRLA Advocacy efforts will keep advancing these relationships and priorities to help support our membership.
GOVERNMENT VALIDATION & PATHWAYS TO EMPLOYMENT
Rebekah Doerksen, WRLA
Things are moving and shaking with the WRLA to fill in the industry’s employment gaps! WRLA broke new ground and received some landmark funding to attract and retain new talent to the building materials sector.
The Government of Alberta Jobs, Economy and Trade has partnered with WRLA with funding in the amount of $495,000 over the next two years, earmarked for training, internship programs and career fairs in Alberta, and expanding Let’s Go Build, our industry awareness campaign.
The Government of Saskatchewan is also supporting WRLA through their Labour Market Planning and Employer Partnerships Program with $100,000 for industry training programs.
This monumental funding will help WRLA change the landscape of hiring and training in our industry!
We know from our 2022 Labour Study, conducted in partnership with the Alberta government and the Government of Canada, that labour shortages greatly impacted the entire sector, with 56% of respondents reporting at least one full time equivalent position open for three months or more. And, over the next five years the average anticipated rate of retirement is estimated to be 19%.
We also know from our own conversations with members that our retail membership outside of major city centres are fighting an uphill battle to attract and retain staff. These members are the vibrant heart of their communities, supplying critical material for miles around. We have major work to do.
The beauty of our industry is how many diverse roles are a part of it: from lumber sales desk staff to machinists and other manufacturing roles, to human resources and accounting. We have the opportunities, and we’re building awareness of our industry in the job market.
Phase 2 of the Let’s Go Build campaign not only saw the launch of the new industry job board, but also the job of the week to drive traffic to the job board and elevate the public’s awareness of career opportunities. Member engagement with this campaign will be critical to the programs success and we encourage you and your teams to engage with the campaign.
Adding a new staff position has brought Matthew Lucek into the fold as our new Workforce Development Coordinator. He will be integral in developing career fairs (including in Edmonton attached to our Showcase), in piloting presentations to high school students, and in formalizing internship pathways with our members.
The Building Materials Fundamentals series is live on our online learning platform, and free for all members to take advantage of. This series walks your employees through the need-to-know information about different building materials – from lumber to siding,
and drywall to moulding. Eleven courses are already available, with more coming! With this series, WRLA aims to support your onboarding process, and increase staff retention.
A major education series in the works is our Business Series (Training people UP) course, addressing the needs of our current workforce to prepare and upskill for the high rate of industry retirement we expect in the next five years. This continuing education will also ensure that employees grow on career pathways within the industry rather than seek opportunities outside of it. The course will be critical for anyone running their own business, or for a management team, to assess their strengths and address their weaknesses. The Business Series is currently in development, and we look forward to sharing more details later in the year.
WRLA would like to thank and recognize the Governments of Saskatchewan and Alberta for investing into the Building Supply Industry.
We also extend our thanks and recognition to Metrie and Castle, who submitted in-kind support for the Alberta grant proposal, representing our Associate Members and Buying Groups respectively.
Let’s Go Build our labour force!
Recommendations coming out of the 2022 Labour Study:
• Building supply sector members must aggressively expand target labour pools to include employees from non-traditional sources. women, new Canadians, military veterans, Indigenous people, youth.
• To attract new hires to the industry, WRLA must develop training opportunities that clearly or directly lead to careers in the building supply sector.
• WRLA should develop sector-relevant training, that both supports employees within their existing roles and supports employees to move into managerial positions.
In order to address the very high rate of retirement over the next five years, WRLA has identified an additional priority: succession planning for the large percentage of owner-operated businesses in the industry, ensuring economic stability for Canadian communities.
THE #1 REASON CUSTOMERS SHOP IN YOUR STORE
By Rob Wilbrink, CEO, Burlington Merchandising & Fixtures (BMF)
In a retail landscape marked by rapid shifts in consumer behavior and innovation, understanding the forces that drive customer choices is crucial for success. A recent study peeled back the layers of what truly influences where customers shop for home improvement products. The primary factor isn’t price, selection, the store’s brand, its online presence, service quality, or loyalty programs. Instead, it boils down to a simple yet critical belief: “They have what I need.” This insight not only highlights the importance of availability in the home improvement industry, but also serves as a foundation for the strategies and practices that retailers must adopt.
1 AD APT TO RETAIL EXPECTATIONS
Prior to the arrival of box stores, consumers were used to driving all over town to complete their shopping list. That’s no longer acceptable and online shopping has raised expectations for convenience, compelling smaller brick-and-mortar retailers to rethink their strategies. It has forced them to embrace retail fundamentals such as strong in-stock position, appropriate depth of stock, strategic assortment planning, engaging displays, reliable replenishment processes, logical product placement, and comprehensive staff training.
2 F OSTER CUSTOMER PERCEPTION AND LOYALTY
As a retailer, building a reputation for having what customers need is a gradual process. The key lies in not only having the desired items in stock but also in shaping customers’ perceptions. For instance, they may be buying a faucet today, but if you don’t use the opportunity to highlight siding options in the store, they may think of your competitor first when they go to re-side their house six months from now. That’s why you need to position your store top-of-mind by utilizing effective, eye-catching product displays, particularly for building materials and core hardware categories.
Strategically exiting certain categories can also enhance your store’s image. A poor shopping experience can feed a negative perception, which can bleed into all categories. It’s wiser to excel in a few categories than be mediocre in many.
3 S TRATEGIZE PRODUCT OFFERINGS
Continually updating your product lineup to remove slow movers and make room for in-demand items is essential. Detailed analysis of product movement and inventory needs is critical as unwanted products have a bad habit of accumulating and blocking space better devoted to desirable products. A good practice to support these product decisions is to regularly do line reviews to analyze customer preferences and market trends. With that said, while reports are useful, they can’t replace the insights gained from deep product knowledge and understanding of customer projects.
In addition, adding product capacity—either through expansion or smart fixture choices—can significantly improve product availability, increasing the odds you’ll have what your customers are looking for.
THE DUAL PILLARS OF RETAIL SUCCESS
Ultimately, a healthy home improvement business depends on a two-pronged approach: cultivating a positive brand perception and managing inventory to ensure customers find what they need, when they need it. The journey towards retail success in today’s competitive environment is multifaceted, but retailers who focus on availability and its impact on customer choices will emerge as the preferred home improvement retailer.
EMPATHY IN RETAIL MARKETING: BECOMING ONE WITH YOUR AUDIENCE
Lee Waltham, Brandish Agency
In today’s dynamic marketing world, grasping the psychology behind consumer behavior is crucial. Retail and consumer psychology dive into purchase motivations, uncovering the subconscious factors influencing decisions. For marketers, embracing the idea that "you are your audience" can revolutionize the way we connect with consumers and achieve success.
THE POWER OF PERCEPTION
Perception is key in consumer behavior. The way products and brands are viewed can greatly impact buying decisions. Consumers are more likely to engage with brands they see as trustworthy, reliable, and aligned with their values. Therefore, marketers must create content that not only highlights product benefits but also resonates with the values and beliefs of their target audience.
For example, if a brand promotes sustainability, its marketing content should reflect eco-friendly practices and values. This approach not only appeals to environmentally conscious consumers but also builds a positive brand image that fosters trust and loyalty.
EMOTIONAL ENGAGEMENT
Emotions are powerful drivers of consumer behavior. Retail psychology shows that consumers often make purchasing decisions based on emotional responses rather than logic. Effective marketing content taps into these emotions, creating a connection that goes beyond the product itself.
Take a marketing campaign for a new skincare line. Instead of just listing ingredients and benefits, the campaign could highlight the emotional experience of using the product—how it makes consumers feel confident, beautiful, and rejuvenated. By appealing to emotions, marketers can create a lasting impression that drives consumer action.
SOCIAL PROOF AND INFLUENCE
Social proof is a psychological phenomenon where people look to others' actions and opinions to guide their own behavior. In retail and consumer psychology, social proof can significantly influence purchasing decisions. Testimonials, reviews, and user-generated content are powerful tools to leverage social proof in marketing.
PHOTO: FASCINADORA
Marketers should encourage satisfied customers to share their experiences through reviews and social media posts. Featuring these testimonials in marketing content not only validates the product's quality but also builds credibility and trust among potential buyers. When consumers see others like them endorsing a product, they are more likely to follow suit.
THE "YOU ARE YOUR AUDIENCE" PRINCIPLE
The principle of "you are your audience" underscores the significance of truly understanding and empathizing with your target audience. As marketers, stepping into the shoes of the consumer allows us to craft messages that resonate on a deeply personal level. This approach requires a comprehensive understanding of the audience's needs, preferences, and pain points.
To effectively implement this principle, it's essential to engage in real conversations with your customers. Conducting qualitative research, such as interviews and focus groups, allows you to gather rich, detailed insights into their experiences and perspectives. By digging deep and asking the right questions, you can uncover the underlying motivations and challenges that drive their behavior.
Building detailed customer profiles and segments based on this qualitative information helps marketers tailor their content to address specific needs and desires. For example, a fitness brand could engage with both busy professionals and stay-at-home parents through direct conversations, understanding their unique fitness goals and obstacles. This direct engagement ensures that marketing content speaks authentically to each group's distinct challenges and aspirations.
By prioritizing these genuine interactions and in-depth research, marketers can create content that not only meets the audience's needs but also fosters a deeper connection and trust.
PERSONALIZATION AND RELEVANCE
In today's digital age, consumers expect personalized experiences. Generic, one-size-fits-all marketing content is no longer effective. Retail and consumer psychology underscore the importance of delivering relevant, personalized content that speaks directly to individual consumers.
By utilizing data and analytics, marketers can segment their audience and deliver tailored messages through various channels. Personalized email campaigns, targeted social media ads, and dynamic website content create a seamless and engaging experience for consumers. When marketing content feels personalized and relevant, consumers are more likely to engage and convert.
CONCLUSION
Incorporating retail and consumer psychology into marketing strategies is essential for connecting with today’s discerning consumers. By understanding the psychological drivers behind purchasing decisions and embracing the principle that "you are your audience," marketers can create content that resonates, engages, and drives action. Ultimately, the key to successful marketing lies in the ability to empathize with the audience, tapping into their perceptions, emotions, and social influences to build lasting relationships and drive business success.
HOW TO OPTIMIZE CASH FLOW WHEN INVENTORY AND RECEIVABLES TIE IT UP
LET US HELP:
When inventory management ties up your cash and adds warehousing costs, these credit moves can free up cash flow:
PLAN FOR SEASONAL PEAKS
You’ve got a business that gets more traffic around certain events, or your business has a higher demand at specific times of year. Naturally, you want to take advantage of the increased opportunities, but to do that, you must be ready to sell. So, you place your orders months ahead of time, receive inventory before the rush and then wait for it to begin. Meanwhile, you’re incurring storage costs until you can sell what you’re sitting on. So, what can you do?
your sales. On the purchase side, American Express accounts include reports across categories and vendors, so you can use that information to negotiate volume discounts.
You can use American Express payment solutions to take advantage of “just-in-time” (JIT) delivery, also known as “getting the right products at the right time”, a tactic which has been used by the manufacturing sector and large retail chains for decades.
JIT saves money because companies accept deliveries directly at the stores or smaller warehouses right when the products are needed, and therefore spend less on storage real estate and associated costs.
When negotiating, see if you can get seasonal items delivered in smaller amounts at more frequent intervals to match with your expected pace of sales.
While making smaller orders could seem like something that will generate more of a workload processing individual bills, setting up automatic supplier payments and consolidating payments with a business card could help you increase efficiency and keep track of your spending.
SLOW RECEIVABLES AND CARRYING/HOLDING COSTS
Any time of year, one of the challenges of inventory management is the time gap between paying for it and reconciling your customers’ 30- to 60-day terms. Although your cash may be locked up in your stock, there are a couple of ways to unlock it before you can actually sell it.
With an American Express payment solution, you could take advantage of up to 55 days interest-free1 when purchasing stock. That lets you extend your float so you can leverage cash on-hand to meet the next set of orders.
Second, you could reinvest in your business with rewards earned on all your eligible Card purchases2, which you could redeem for statement credits, merchandise and more.
SEIZE OPPORTUNITIES IN ANY SEASON
Sometimes it can be worth it to carry additional inventory. For example, if you’re a seasonal business, you might be able to acquire deep-discounted stock during off-periods, take advantage of a supplier’s special pricing or buy something in bulk at auction.
American Express has your back with that too — with no Pre-set Spending Limit3, you can get what your business needs as soon as you need it.
1.As a charge Card, the balance must always be paid in full each month in which no interest charges will apply. The interest-free grace period is 28, 29, 30 or 31 days from the closing date of the current statement to the closing date of the next statement depending on the number of days in the calendar month in which the closing date occurs. The number of interest-free days varies based on a variety of factors, including when charges are posted to your account, whether your account is in good standing, and the closing date of your statement.
2.Rewards not available on all Cards. Rewards vary by Card product. Conditions apply.
3.Having no Pre-set Spending Limit on purchases does not mean unlimited spending. Your purchases are approved based on a variety of factors, including your credit history, account history, and personal resources. Proof of resources and security may be required.
TM, ®: Used by Amex Bank of Canada under license from American Express.
ACROSS WESTERN CANADA
By Brenda Bourns, WRLA
Brenda Bourns from the WRLA team visited over 80 locations since February 12, 2024!
Once a week, the lyrics of Willie Nelson’s “On the Road Again” start running through my head, and I find myself humming along as I travel to meet our members and explore new places. It’s been a whirlwind six months since I joined WRLA as the Manager of Events and Community Engagement. Transitioning from the Sports Production and Entertainment industry, I had a lot to learn about our sector. One of my first questions was, “How do we connect with our retailers?”
Our office might be small, but it’s mighty. Our connections with members are forged through podcasts, webinars, emails, newsletters, networking events, and our annual Building & Hardware Showcase. My new role allows the WRLA team to expand our ability to get out on the road and visit retailers in their stores, communities, and neighborhoods.
There’s no substitute for connecting and sharing conversations in person. Not Zoom, not over the phone, not by email—but by shaking hands and meeting the people behind the brands, banners, and storefronts. I’ve been invited to tour lumberyards, stores, displays, see unique products, and all the while hearing our members’ stories and meeting their teams. It’s clear that our members are the heartbeats of their communities.
On a recent trip through Southern Manitoba, I brought my pup, Cruise. We were pleasantly surprised to find that McMunn & Yates is pet-friendly! Cruise got belly rubs, cookies, and lots of attention. The staff said customer’s dogs are always welcome, and they keep a stash of cookies on hand. After similar experiences in Portage la Prairie, Cruise quickly became a regular sidekick on my journeys and Store managers often asked about him, having seen our WRLA Instagram posts. Dwight from Red River Glass & Hardware in Altona shared that local farmers often bring their dogs, and once a dog stayed in the store while the farmer ran errands. Such is the community spirit in rural areas.
Understanding the different challenges of our retailers, both urban and rural, is crucial. Visiting our members helps us, as WRLA, represent them better.
Thank you, members, for sharing your stories and needs with us. We try to be mindful of your time, knowing how busy you are, especially when owners are the only staff in the store. We’ve enjoyed surprising you with visits and small treats and appreciate the time you take to share your history, challenges, successes, and everything unique to your community.
It’s fascinating to learn that some retailers don’t advertise at all because they’re the only store in town, while others seek to connect with DIYers in addition to contractors but are at a loss on how to reach their target market. At WRLA, we strive to be an extension
of your marketing team, so we ask the question, How can we help you make the connection?”
As we grow our membership, we gain more resources to help you build successful businesses. Winning bids for grant funding has been a game-changer, allowing us to step up our efforts. Our rural retailers were thrilled to hear more about the Let’s Go Build program and our new job board, which has attracted over two million visitors to our websites. This program is just one way that we’ve committed to helping you find the staffing you need. We understand it can be challenging to find skilled and certified employees, which is where our Building Materials Fundamentals (BMF) training comes in. This free training for your staff is part of your membership and invaluable in getting new and existing hires up to speed and levelled up with product knowledge.
We’ve also partnered with new providers offering benefits like cell phone plans, travel savings, insurance, and more. Do you know a business that would be a good fit join our association? We would appreciate any referrals to businesses you are currently working with. The stronger our membership is, the more influence we will have when meeting with Government officials and advocating for the needs of our industry.
We’re making our way across Western Canada, aiming to visit as many retailers as possible. Look for us soon in SK, AB, and BC. Until then, Willie Nelson’s lyrics will keep me humming all summer long.
See you soon…
“On the road again, Goin’ places that I’ve never been. Seein’ things that I may never see again. And I can’t wait to get on the road again”
WWORKING SAFELY THIS SUMMER
Workers Compensation Board of Manitoba (WCB)
hile summer in western Canada brings many good things - glorious sunshine, weekends at the lake and family barbecues, to name a few - it also presents a number of hazards. The risks associated with working in elevated heat and humidity are high. Taking steps to manage these risks is essential in order to stay safe and healthy on the job.
To prevent serious illness while working outdoors, or working indoors with no air conditioning, these precautions should be taken:
• Drink cool beverages to stay hydrated.
• Take frequent rest breaks.
• Use fans, if working indoors.
• Wear clothing that is lightweight, light-coloured and loose-fitting.
• When possible, do lighter activities when it's hot and save physically demanding tasks for cooler days.
All members of the workplace should be prepared to recognize the signs of heat stress, which happens once the body is no longer able to regulate temperature:
• Heat illness - headache; dizziness; upset stomach; and vomiting
• Heat exhaustion - fatigue; weakness; moist skin; rapid and weak pulse
• Heat stroke - hot dry skin; rapid strong pulse; mental confusion; loss of consciousness; and seizure
To treat a person suffering from heat stress, immediately move them to a cooler area, provide water and loosen or remove any heavy clothing. Heat stroke can be deadly - call 911.
Employers should work with their workplace safety and health committee or worker representative to establish a hot weather plan and determine safe work procedures. These actions should be taken well before periods of elevated heat and humidity, and shared with all members of the workplace.
SAFE Work Manitoba has numerous resources available to assist with planning for working in the heat.
Visit safemanitoba.com, click the Safety Topics tab and see Working in Hot Weather.
For more information on working alone, see the Shop Talk: Working Alone at safemanitoba.com.
Part 4.12 of the Manitoba Workplace Safety and Health Regulation (thermal stress) requires employers to:
• implement safe work procedures and control measures based on the threshold limit values for thermal stress by the American Council of Governmental Industrial Hygienists (ACGIH)
• provide workers with information, instruction and training in the symptoms of thermal stress and the precautions to be taken to avoid injury from thermal stress
For those who work alone, preparation for hot weather is especially important. Employers must ensure workers are properly trained and have a check-in system established with a designated person. Workers must have an emergency kit with them at all times.
BUILDING THE FUTURE: INNOVATIONS IN RESIDENTIAL CONSTRUCTION
DuPont EDU HUB
On a recent episode of their podcast, Residentially Speaking with Alan Hubbell, the guest was Andy Odring, Partner at Construction Instruction and Vice President of Building Knowledge Canada.
To listen to this podcast, scan the QR code on this page.
Oding has an extensive background as a builder for 20+ years and brings a real-life practicality to building science principles and their in-field applications. As a recognized building science trainer by the government of Canada-Office of Energy Efficiency, Building Science Specialist (University of Toronto), and HVAC designer, Oding is working closely with the development of the new National Building Code of Canada: Standing Committee on Energy Efficiency in Housing and Building, the re-development of ASHRAE 90.2 SSPC Energy efficiency standard for low-rise residential buildings, and more across North America. Andy was also instrumental in developing Canada’s Net Zero Home program and is on the Joint Task Force of the Canadian Committee for Harmonized Building Codes.
During their discussions, the podcast gets into the differences between Canadian and US regulations, and recent developments in building science. As the science gets better, unexpected challenges have started to become apparent; for example, once you’ve insulated a home with the most modern materials and application techniques, there is now a real risk of the home overheating. The podcast gets into “the unexpected consequences of high performance homes,” and more.
The Residentially Speaking podcast is just one part of Dupont’s EDU HUB, a comprehensive Building Science Resource Centre with audio, video, and text content, all centred around energy efficiency and how Dupont is meeting the challenge with innovative product design.
SOUND + THERMAL + FIRE... AND CARBON NEGATIVE?
Sanctuary® by Greenfiber cellulose insulation launched in Canada this year and could not have come to market at a better time. Sanctuary® is a product that lives at the intersection of high performance, home wellness and accessibility, while being carbon negative. Right now, these are the some of the most important challenges facing Canadians.
”Now is the time to be asking ourselves how we can build homes that perform at extremely high levels of thermal performance, sound performance and fire performance while using materials that we can feel all feel good about putting into our homes?” says, Matthew Brennan, Director of Sales for Greenfiber Canada.
GreenFiber
While cellulose is not a new product, Sanctuary® is, and so is our increased involvement in Western Canada which is why we’ve joined WRLA this past year. For years Green Fiber has relied solely on distribution in the west, and it still has a big part to play, but we are now looking to connect with more dealer partners as we expand our reach of our thirteen plants (and growing) across North America.
Dealers are looking for new alternatives to meet the demands of today’s builders who are building more and more high performance, net zero, or Passive level homes. While “R-value” certainly matters, high performance is a lot more than a number on a bag and most consumers and builders understand this now. As a result we are seeing a change in the building materials landscape.
CARBON NEGATIVE
When we launched the product, we knew it was going to connect with Canadians and not just because of how cold it gets here, but because it solves so many problems. Performance is critical but the fact that each Sanctuary Home® built locks up 1.34 tons of carbon, which is equal to planting 3,600 trees, is astounding. As a manufacturer, Greenfiber products store the equivalent carbon amount as planting 157 thousand acres of forest, annually.
HOW IS THIS ALL POSSIBLE?
We always knew that the product was good for the environment but it wasn’t until we partnered with Chris Magwood and Builders for Climate Action that we quantified just how much carbon is stored through the use of recycled materials, as well as the reduction in annual operational carbon of the homes that are insulated using our products. We then went through the process of establishing our EPD and then comparing it against other building materials. The results were so impressive that it spurred us to name the product, Sanctuary®, as the end result was a home that you could feel truly
at peace in, from an overall comfort and well-being perspective. Specifically, we found that Sanctuary® was one of a select few carbon negative building materials that exist today.
A wood-based product at its core, cellulose is made out of recycled wood fibers, via paper recycling, and treated with a blend of fire retarders that give the material both hygroscopic characteristics and a class 1A fire rating, equivalent to mineral fiber. We even have a UL-approved two-hour fire wall assembly in the US that will be coming to Canada soon: Sanctuary® FRM. When soundproofing a stud wall, we see better STC ratings than comparable soundbased insulation that can cost much more per square foot. From a thermal point of view, you have an infinitely scalable product from R 3.7 per inch and upward. As a bonus, it is a 3-in-1 product that can serve the purpose of walls, floors and attic insulation through dense pack, loose fill, or stabilized application – making inventory easier to manage.
Our next steps are to continue with Sanctuary® certified dealer, contractor, and home builder programs. None of this is possible without both dealers and builder support, which is why we have launched training videos and materials that better enable everyone to understand how beneficial a change this can be.
We invite you all to join in on our “carbon capture challenge” mission of removing 12.4 million tons of carbon dioxide from the atmosphere. We look forward to celebrating with you.
SANCTUARY® brings more peace, quiet, and comfort to a house while supporting the health and well-being of those who call it home.
Used as attic insulation and installed in walls, floors and ceilings, SANCTUARY® is the first all-in-one fiber insulation that can be blown-in or spray-applied and is suitable for all climates. Reducing sound by 60% and heating and cooling costs by up to 25%, SANCTUARY® will bring more comfort to every room while locking up carbon for the life of your home.
ABI MOULDINGS: CRAFTING EXCELLENCE IN BUILDING MATERIALS
ABI Mouldings Ltd.
For almost three decades, ABI Mouldings has been a key player in Calgary, Alberta's building materials scene, manufacturing products primarily from Medium Density Fiberboard (MDF). It all started small but things took a turn for the better in 2020 when Dean Petrillo took over the reins. Under his leadership and a new team, ABI underwent significant growth resulting in increasing its annual production from around 4 million feet of mouldings to a staggering 7-8 million feet shipped.
HOW IT ALL BEGAN AND GREW:
Back in the day, ABI Mouldings set out with a simple yet ambitious goal: to shake up the building materials market. Over time they gained traction earning a reputation for their quality MDF products. Then came Dean and his team, injecting new energy and vision into the company. His move to diversify ABI's offerings by introducing doors in 2022 marked a pivotal moment. Two years later, ABI further
solidified its position by consolidating operations by moving the door manufacturing facility under one roof. This not only boosted efficiency but also significantly increased ABI's output.
MAJOR MILESTONES:
ABI Mouldings has had its fair share of standout moments. The decision to expand its product line to include doors in 2022 was a game-changer, opening new avenues for growth. Moreover, ABI's appearance on a renowned renovation show on television showcased its products to a wider audience reinforcing its reputation for quality and innovation. Notably, ABI also acquired its own delivery truck in 2023, boosting its logistical capabilities. In May 2024, they purchased a new CNC machine to increase door production signifying a commitment to staying at the forefront of manufacturing technology.
TOP PRODUCTS:
ABI Mouldings takes pride in its diverse product range tailored to meet the needs of customers. From baseboards to casings, shiplap to door jambs, ABI's offerings epitomize craftsmanship and durability however, it's our MDF interior doors that steal the spotlight. Available in solid and semi-solid variants, these doors are sought after for their impeccable finish, longevity, and aesthetic appeal embodying our commitment to excellence. It's worth noting that ABI is capable of manufacturing custom mouldings and doors catering to unique customer requirements.
UNRIVALED CUSTOMER SERVICE:
ABI Mouldings doesn't just stop at making great products; they're also committed to providing exceptional service. Building strong and lasting relationships with customers is at the core of ABI's ethos. Whether it's offering expert advice, resolving issues promptly or ensuring timely deliveries, ABI goes above and beyond to exceed customer expectations.
LOOKING AHEAD:
As ABI Mouldings looks to the future, there's no slowing down. The company's sights are set on continued growth and innovation. Plans are in place to expand the product portfolio, renovate the warehouse, and modernize machinery to increase efficiency. Upgrading the size of ABI's delivery truck to handle greater loads and enabling MDF sheet distribution are also on the agenda, ensuring seamless logistics and enhanced customer satisfaction. Additionally, ABI aims to strengthen its presence across Canada fostering deeper connections with customers nationwide.
IN CONCLUSION:
ABI Mouldings has been a driving force in the building materials industry for nearly 30 years. From humble beginnings to remarkable achievements, our journey is a testament to resilience, innovation and a relentless pursuit of excellence. With a focus on quality products, exceptional service and ambitious plans for the future, ABI Mouldings is poised to leave an indelible mark on the industry for years to come.
Wolmanized® Outdoor® Wood with Tanatone® colourant has been featured in backyard projects for decades. Because of its long-term protection against termites and decay, its workability, and its natural beauty, it is ideal for decks, retaining walls, fences, picnic tables, planter boxes, walkways, sill plate, structural members, and more. Learn more at WolmanizedWood.com.
MEMBERS IN THE COMMUNITY
MILWAUKEE® TOOL CANADA PLANTS 100 TREES AT 100TH ANNIVERSARY TREE PLANTING EVENT
MARKHAM, ON – (May 11, 2024) To commemorate its centennial, Milwaukee Tool Canada, a subsidiary of Techtronic Industries Co. Ltd. (TTI), held a tree planting event on May 10, in partnership with Tree Canada. The event reiterated the company’s commitment to its sustainability stewardship not only with its manufacturing capabilities but also with the environment.
“I am incredibly proud to commemorate our 100th year by planting 100 trees,” said Craig Baxter, group president of TTI Canada. Our team has demonstrated their resilience and dedication by creating innovative solutions and disrupting the jobsite making Milwaukee Tool the largest power tool company in the industry today. We are thrilled to be planting a tree on behalf of every year we have been in business, and it serves as a reminder of our steadfast commitment to the environment as well as what we can accomplish when we work as one team.”
By planting native, non-invasive species, the heavy-duty tool manufacturer aims to provide essential habitat for wildlife, birds, mammals, and pollinating insects. Once planted, the area will be left to naturalize, reducing the need for harmful mowing practices
and mitigating climate change, which will help to absorb carbon dioxide from the atmosphere.
Baxter added, “It’s been an honour to lead a talented team of colleagues and we would like to thank our team of partners, customers and colleagues for their support in helping us achieve 100 years of business. Just look at what we’ve brought to market so far. You can only imagine how many solutions and the type of capabilities we will provide in the future, and we are just getting started.”
The partnership with Tree Canada is part of their ‘Partners in Planting’ program, which offers companies a way to deliver a teambuilding opportunity and foster good corporate citizenship right where their employees live and work. Tree Canada secures trees, a planting site and all the logistics, allowing company teams to enjoy the event while doing something positive for their community.
The 100-year anniversary tree planting event took place at Cedar Grove Park in Markham, ON, contributing to the future of the environment and the Markham community in a meaningful and impactful way.
THE RONA FOUNDATION LAUNCHES A NEW IN-STORE FUNDRAISING CAMPAIGN FOR ITS BUILD FROM THE HEART PROGRAM
Boucherville, QC – May 1, 2024 – The RONA Foundation, which oversees the philanthropic activities of RONA inc., one of Canada’s leading home improvement retailers operating or servicing some 425 corporate and affiliated stores, is rolling out a new in-store fundraising campaign for its Build from the Heart program launched last year. From May 1 to 31, 2024, customers who visit a participating RONA store will have the opportunity to make a donation at checkout to support the construction or renovation project of an organization in the province.
Build from the Heart: mobilizing to help organizations in seven Canadian provinces
Build from the Heart aims to help seven NOPs across the country— one in each province or region where RONA is established—in carrying out projects to revitalize living environments or make it easier to access housing for Canadian populations in need.
“We’re proud to announce that this year we’re expanding the impact of our Build from the Heart initiative to include an in-store fundraising campaign, enabling our customers to participate directly in our philanthropic mission,” explains Josée Lafitte, Director of the RONA Foundation. “Last year, we donated $500,000 to mean-
ingful community projects across Canada. This year, we’re aiming to donate a total of $1 million to have an even greater impact on projects and help more people in need,” she adds.
To in-store donations, the Foundation will add funds raised—thanks to the generosity of RONA vendors—during its annual Golf Day on July 15, customer donations made at self-checkouts since October 2023, as well as funds collected in store through the sale of winter hats bearing the Foundation’s logo and the Pro fundraising campaign held last November.
A call from the heart: your chance to be part of the organizations we support
From May 1 to 31, 2024, organizations interested in the Build from the Heart program are invited to submit their application by completing the form here. The selection committee will announce the winning projects in the summer of 2024. “Our commitment to our communities is at the heart of our identity at RONA, as they have been the pillars of our success for nearly 85 years,” says Catherine Laporte, Chair of the RONA Foundation Board of Directors.
