WRLA Yardstick: Summer 2023

Summer 2023

GOING GREEN

GOODFELLOW AT 125

LET’S GO BUILD

SUSTAINABLE CITIES

C O NNE C T I N G T HE B U I LDI N G SU P P LY I NDU S T RY

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YARDSTICK MAGAZINE

Summer 2023

TABLE OF CONTENTS

IN THIS ISSUE

MASTHEAD Liz Kovach WRLA PRESIDENT

Chris Allinotte

PRESIDENT’S MESSAGE Labour study leads to opportunity

DIRECTOR, MARKETING AND COMMUNICATIONS

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Rebekah Doerksen

CHAIR’S MESSAGE PHOTOS: TOP: VICWEST BUILDING PRODUCTS; MIDDLE: ©SKYSCOPE, PROVIDED COURTESY OF ASPECT STRUCTURAL ENGINEERS; BOTTOM: HABITAT FOR HUMANITY OF SOUTHERN ALBERTA

Building our future

EXECUTIVE ASSISTANT

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Alisa Luo

MEMBER CORNER

GRAPHIC DESIGNER

New stores and more members

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Bonnie Moore PROFESSIONAL DEVELOPMENT COORDINATOR

TRAINING & DEVELOPMENT Explore your options: WRLA Academy is now offering online learning and in-person training

Travis Waite

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ADVOCACY BULLETIN Western Canadian provincial budget round-up

Let’s Go Build is here. Here is how to get the most out of it.

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Martine Yzerman DIRECTOR, PROFESSIONAL DEVELOPMENT

FOR ADVERTISING INQUIRES

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HR CORNER

DIRECTOR, FINANCE AND ADMINISTRATION

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Send an email to marketing@wrla.org

Published June 2023

DOLLARS & SENSE How going green can add green to your company’s bottom line

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.

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TECH CORNER How technology has changed the landscape of online learning

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MEMBER CELEBRATION Goodfellow celebrates 125 years in business

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SHOWCASE RECAP—BEST BOOTH Step into the future of windows, doors and glass with All Weather Windows voted best booth at the WRLA trade show!

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MEMBERS IN THE COMMUNITY Ride Through The Rockies cycles up to a major milestone

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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:

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FEATURES BETTER BUSINESS VicWest—Planet Passionate

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How building with wood is creating more sustainable cities

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Upgrade your equipment: save money, save power

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WESTERN RETAIL LUMBER ASSOCIATION 95 Cole Avenue Winnipeg, Manitoba R2L 1J3 Phone: 204-953-1698 Toll Free: 1-800-661-0253 Fax: 204-947-5195 wrla.org

*This magazine is printed on recycled paper with 100% post-consumer fiber.

Cover: The proposed PNE Amphitheatre scheduled for a 2024 build.

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PRESIDENT’S MESSAGE

LABOUR STUDY LEADS TO OPPORTUNITY

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s we head into the summer of 2023, we are keen to announce that the results of our labour study are FINALLY in! Our report is now compiled and available for membership to review. We look forward to sharing the results with you and extend thanks and gratitude to the vendor and retailer community who took the time to participate.

Some interesting stats were illuminated which will help us identify some focus areas and opportunities that we as a collective can work on. It will also help us shape Phase 2 of the Let’s Go Build campaign that I hope all our members are now actively engaging with.

I look forward to connecting with you at our upcoming golf tournaments this summer and if you want to get more involved with any of our committees, I encourage you to reach out!

Some key stats to note are:

We often like to say that the LBM industry is the best-kept secret when it comes to employment and if we want to ensure we have a healthy pool of employee prospects and leaders, we need to create awareness of the industry.

Liz Kovach PRESIDENT, WRLA

Dates for 2023 WRLA golf tournaments:

This data will continue to propel our WRLA Academy programs to ensure that our training and development keeps more people within the industry and ready to step into the more senior and technical positions.

• Saskatoon Tournament: Thursday, August 10 at The Willows

Speaking of WRLA Academy, you will have the opportunity to read about the courses that are now available online later in this issue. We are acutely aware that Net Zero continues to be a priority and have been advised by many members that our industry is behind on the knowledge of these changes and that we have a lack of urgency to get on board. As a result, we have partnered with experts on the topic to deliver programming at a discounted rate to ensure that our members have access to the information.

• Calgary Classic Golf Tournament: Thursday, September 7 at Sundre Golf Course

Please be sure to take advantage of all these member benefits and ensure that your marketing and HR staff are engaged with Let’s Go Build! The WRLA is a large industry association and it is power in numbers that can help to influence change! The success of our efforts relies on the engagement of our members.

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• Winnipeg Memorial Golf Tournament: Thursday, August 24 at St. Boniface Golf Club

• Kenosee Golf Tournament: Wednesday, September 13 at Golf Kenosee Visit wrla.org/events/ golf-tournaments/ or scan the QR code to learn more.

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PHOTO: MARY-MARGARET MAGYAR

• Over the next five years, the average anticipated rate of retirement is estimated to be 19% (approximately 4% per year).

• The greatest proportion of senior management and technical positions are filled by those aged 40 to 54 years (52.9% and 46.2%, respectively).

• In terms of attrition, employers estimated that: • 37% of departing employees leave to find work within the building supply sector • 63% of departing employees leave the sector altogether • The majority (72.3%) of employers reported that they expect to see an increase in the overall size of their workforce (measured in FTEs) over the next five years.

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CHAIR’S MESSAGE

BUILDING OUR FUTURE SUSTAINABILITY AND SUCCESS CAN GO HAND IN HAND

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ow, what a great start to our building season! It is amazing to see our members continue to grow and thrive in their communities, while we continue to make a lasting impact in them. I am very excited about this issue as well as a new initiative the WRLA is currently undertaking.

Sustainability has become an increasingly important consideration for the Lumber and Building Materials Industry. As consumers become more aware of the environmental impact of construction and renovation projects, they are looking for sustainable options. To meet this demand, many of our members are turning to renewable sources of materials such as recycled wood, plastic, metals and other sustainable materials. Additionally, many of our members are investing in green technologies to reduce waste and energy consumption.

Another avenue to ensure sustainability, that the Lumber and Building Materials Industry also faces challenges with, is employment. To ensure the industry can continue to meet consumer demand, it is important to attract and retain skilled workers. To do this many companies are investing in training and apprenticeship programs to help develop the skills of current and potential employees. Additionally, many companies are also increasing their efforts to recruit and hire from a diverse pool of candidates.

Recruiting for the Lumber and Building Materials Industry is an important part of ensuring the industry’s future success. To attract qualified and motivated individuals, many companies are utilizing digital recruitment techniques such as social media, job boards, and employer branding to reach potential candidates. Also, many companies are utilizing industryspecific job fairs to target qualified applicants. By creating a comprehensive recruitment strategy, lumber and building materials companies can ensure they are able to attract the best and brightest individuals to their industry.

With that, the WRLA wants to play a part, and has engaged with industry and other key stakeholders to create a new campaign to attract top talent into all areas of our sector.

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Over the coming days, weeks, and months you will see the WRLA’s “Let’s Go Build” Campaign, which is a new initiative to help people connect and engage within the Lumber and Building Materials Industry. So please keep your eyes peeled to see this great campaign in action, and please reach out to the team at the WRLA to find out more on how you can get involved.

Lastly, in order to ensure the continued success of our industry, it is important for companies in the industry to consider vital factors like sustainability, employment and recruiting. By investing in sustainable materials, while continuing to train and develop team members, and ensuring comprehensive recruitment strategies, the industry can ensure its long-term success for years to come.

Have a great summer, and I look forward to connecting with you at all the upcoming WRLA Events and Golf Tournaments!

Andrew Reimer CHAIR, WRLA PHOTO: ANTHONY FERNANDO

The Lumber and Building Materials Industry continues to be an important part of our economy and has a long history of providing great jobs and economic security for many communities across the country. As the industry continues to evolve and respond to changing consumer preferences, it is important to consider sustainability, while ensuring we have a strong future through employment and recruiting.

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MEMBER CORNER

MEMBER CORNER

WE WANT TO HEAR FROM YOU!

Email us at marketing@wrla.org or reach out via social media. wrlainc

INDUSTRY NEWS TAIGA BUILDING PRODUCTS LTD. IS PROUD TO ANNOUNCE IT IS NOW HOFT’S OFFICIAL CANADIAN INDEPENDENT RETAILER DISTRIBUTOR HOFT is an innovative manufacturer of high-quality all-aluminum Privacy Screens, Railing, Fence Post Kits, and Accessories. The HOFT Post Kits are specially designed for professionals and DIYers, making it easy to build unique projects quickly and efficiently. These kits include all the necessary hardware, and are compatible with 5/4" wood, and 1" composite deck boards or 6mm & 10mm glass panels. This versatility allows customers to explore endless possibilities and create customized projects that suit their individual needs. With HOFT, you can expect premium quality products that are easy to use, ensuring your next project is a success. HOFT is the perfect choice for those seeking innovative solutions in the building industry.

NEW RONA STORE IN VEGREVILLE, ALBERTA

PHOTOS: TOP: HOFTSOLUTIONS.COM; BOTTOM: HARDLINES.CA

Boucherville, QC, April 12, 2023—RONA inc., one of Canada’s leading home improvement retailers operating or servicing some 450 corporate and affiliated stores under different banners, is pleased to welcome Vantage Building Supplies in Alberta, and its ownership, to its network of RONA affiliated dealers.

Founded in 1975, Vantage Builders added in 2005 the Vantage Building Supplies Hardware Store to their business model in Vegreville, starting at the time to shape the ownership to what it is today. ‘‘We are at a turning point in the evolution of our company and have chosen to join the RONA brand to propel our growth and expand our offer. This partnership will also allow us to expand our Building Material lineup and extend our design services,’’ says President Walter Gegolick.

The owners of RONA Vegreville are investing more than $1,000,000 to expand the retail space in two phases, first adding 3,000 square feet to the existing 4,500 square feet, and then adding 2,500 square feet in a second phase, for a total of 10,000 square feet. A dedicated contractor entrance will be part of this expansion. The store also features a four-acre drive-through outdoor lumber yard.

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MEMBER CORNER

REGAL IDEAS INC. WINS AT AWARDS AT NATIONAL DECK COMPETITION (Delta, BC)—Regal ideas Inc., the world’s leading manufacturer of Aluminum and Glass railing systems joined forces with top DeckStars’ Neighborhood Fence and Deck, LS Underground and Heartland Red Construction at the 13th Annual North American Deck and Railing Association (NADRA) National Deck Competition in Clearwater Fl. Taking home the top award for Best Overall project was the collaboration between Regal ideas and Neighborhood Fence and Deck. “This was such an important win for me” says Kevin Boyd, President of Neighborhood Fence and Deck, “Eight years ago I met Regal ideas at the launch of DeckStars. Regal ideas personally invested in my growth and it was the extra mile they went to guide and mentor me into the builder I am today that made the difference, I am humbled and honored to be receiving such an award only made possible by the incredible people that got me here.”

AD REPORTS RECORD SALES AND NET DISTRIBUTIONS FOR FIRST THREE MONTHS OF 2023 Wayne, Pa—AD is reporting that member sales in the first three months of 2023 reached a new Q1 record of $18.3 billion, an increase of 6% across 14 divisions and three countries.

Purchases by member companies from AD suppliers reached $4.63 billion.

Net distributions to members grew 11% in the quarter to $386.3 million.

AD CEO Bill Weisberg commented: “Just like other periods where there’s been elevated consolidation activity, independents flourish. Plus, we welcomed 16 new independents to the AD community in the quarter, while existing AD members purchased an additional 14 companies.”

SEXTON GROUP WELCOMES NEW MEMBER— SLACK LUMBER Winnipeg, MB, March 20, 2023—Eric Palmer, President of Sexton Group, is pleased to announce Slack Lumber as a new member to the group. “I appreciate Slack Lumber’s choice to entrust Sexton Group as the buying group for their business. We look forward in helping them continue their success as three young, driven entrepreneurs in our industry,” says Palmer.

Slack Lumber, located in York, Ontario, is currently owned by Mykel Spinks, Nicholas McCollum and Jonathan Lowenberg. The three owners come from all different backgrounds from residential contracting, property management, carpentry, entrepreneurship and more.

The diverse set of skills they bring to the table has been a driver in their success as a business thus far.

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PHOTOS: TOP: HARDLINES.CA; MIDDLE: AD CANADA; BOTTOM: SLACK LUMBER

Same-store member sales increased 12%, led by 19% growth in AD’s U.S. Electrical Division and its Bearings & Power Transmission Division. Same store sales were positive for every AD Division when measured in their own currency.

MEMBER CORNER

WRLA NEWS WRLA VISITS STAR BUILDING & CERTAINTEED FACILITIES One of the most rewarding parts of being part of the WRLA is knowing that there are so many incredible members across the Prairies. It’s a real privilege, then, to be able to get out of the office and see our members do what they do best.

The WRLA team visited Star Building Materials in Winnipeg on March 23, and went to the CertainTeed gypsum plant on Tuesday, May 2. We got to meet two fantastic teams, and the tours were both fun and informative. We’re hoping to get out to see even more of our members this year—stay tuned for highlights!

WRLA TEAM LACES UP THE WORK BOOTS FOR HABITAT FOR HUMANITY On June 21, the WRLA team will be on-site at a Habitat for Humanity build all day, swinging hammers and donating our time and effort to help build a new home for a deserving family.

PHOTOS: TOP: CERTAINTEED; MIDDLE: HABITAT FOR HUMANITY; BOTTOM: SUPPLIED

This year, the team is excited to be assisting with the Pandora Ave. West project. This is the largest development in the history of Habitat’s 35 years. When complete, there will be 11 blocks of five townhouses each. This will house 275 people, including 175 children.

The homes are designed to be exceptionally energy efficient and, when completed, will have a carbon-free zero footprint.

We’ll be sure to post updates on the build to our WRLA social media channels, and give you a recap of the day in our Fall edition of Yardstick.

For more Habitat for Humanity news, don’t miss our feature on “Ride Through The Rockies” which is celebrating its tenth year of cyclists riding to raise funds for Habitat in Alberta.

Read the article on page 41.

NEW WRLA TEAM MEMBER With a successful track record in Information Technology and online learning systems, we like to refer to Bonnie Moore as a jack of all trades. For almost two decades, Bonnie’s impactful career spanned across various business units within Shaw Communications, including Shaw Technical Support and Shaw Business. Some of her responsibilities included providing technical support to both internal and external B2B Shaw customers. Her most recent tenure included 5 years of designing, developing, implementing and measuring the efficacy of eLearning. Bonnie’s never-ending thirst for professional and personal development is evident in all her course creations. Bonnie is excited to join the WRLA and explore the endless possibilities as it pertains to workforce development and supporting the WRLA members.

When she isn’t hammering away on a computer, she loves volunteering at animal shelters/rescues, studying animal behaviour, hanging out with her husband & three dogs and is an avid gardener.

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TRAINING & DEVELOPMENT

EXPLORE YOUR ACADEMY OPTIONS: WRLA ACADEMY IS NOW OFFERING ONLINE LEARNING AND INPERSON TRAINING

FOUNDATIONAL LBM TERMINOLOGY

Martine Yzerman WRLA

“Education is a continual process, it’s like a bicycle…

If you don’t pedal you don’t go forward.” ­ —George Weah

BLUEPRINT READING

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f you want to level up your employees with the knowledge and skills that are in demand right now, we have the perfect option for you! Our priority is to ensure you have the best resources around to stay ahead of the curve.

We have been hard at work to enhance the professional development opportunities available to our members, and creating material that is relevant and top of mind. We asked our members to identify the skills and competencies that are most in-demand in our industry. Our courses are designed to provide practical, hands-on training that members can immediately apply in their roles.

As an association, we have always been committed to providing our members with high-quality learning materials and resources. However, as the world has evolved, so too have the needs and expectations of our members. That’s why we have undertaken a major initiative to modernize our learning experiences and stay ahead of the curve.

In the past, our learning materials were primarily print-based. We would create manuals, workbooks, and other educational resources in-house, and distribute them to our members via mail or in-person events. While these materials were effective at the time, they had limitations in terms of accessibility, interactivity, and engagement. They also quickly became out of date as terminology, products, and technology changed.

ESTIMATING LEVEL 1 AND LEVEL 2 YARDSTICK MAGAZINE

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Overall, our shift towards modern learning experiences reflects our commitment to providing our members with the best possible learning resources.

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TRAINING & DEVELOPMENT

CONVENIENT ONLINE LEARNING COURSES NOW AVAILABLE We’ve revamped our lineup of existing courses with more up-to-date materials, tailored to meet the needs of industry professionals who are looking to grow their careers—so whatever level you’re at, there’s something for everyone!

Available now on the WRLA Academy’s online learning portal: • Foundational Lumber and Building Terminology. This course explains every term you need: from the foundation right up to the ridge cap.

• Blueprint Reading. This course will give you a complete understanding of how to interpret blueprints to complete a “take-off.”

• Online Estimating Level 1.

Coming soon to the online learning portal: • Online Estimating Level 2.

• Building Science and Energy Efficiency to support our members with Net-Zero initiatives.

• Increasing Profitability in Yard and Warehouse Management.

One of the key advantages of our new online learning is flexibility. Members can access these resources at any time, from any device, at their own pace. This allows them to fit learning into their busy schedules and learn at a speed that is comfortable for them.

Another advantage of online learning is interactivity. Our courses are designed to be engaging; with quizzes, learning scenarios, and other elements that keep learners interested and help them retain information.

We also use video and other multimedia elements to make the learning experience more dynamic.

To ensure that these courses are effective, we have invested in the latest technology and instructional design techniques. They are designed to be accessible to all members, regardless of their level of technical proficiency.

Above: Instructor Len Regier teaches estimating class.

—Simran Malhi, Co-Founder & CEO of Building Supply Depot 14

PHOTOS: SUPPLIED

“The instructor was thorough, engaging, and passionate—and that added so much life to the class itself. It was truly one of the best I have attended in our Canadian market.”

Above: In-class estimating learning in Leduc, AB. YARDSTICK MAGAZINE

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TRAINING & DEVELOPMENT

IN-PERSON TRAINING OPTIONS FOR IN-DEPTH KNOWLEDGE

ADAPTING TO A CHANGING WORLD—LEARNING GIVES YOU THE EDGE

In-person learning will always be a key component of WRLA Academy. Nothing can replace the classroom experience, and the hands-on approach of our instructors.

The WRLA Academy proudly keeps our members informed and grows their skills with the latest developments in Building Science and Energy. With technology and innovation developing at a rapid rate, it is more important than ever to stay informed. Understanding the changes improves your businesses’ bottom line.

Further to our ongoing commitment to support the upskilling needs of our members, our in-person Estimating sessions have received an entire reno (stripped to the studs!) and have been receiving rave reviews. With modern blueprints and current software applications, our in-person training is designed to equip you with skills and techniques for efficiently providing take-offs and assisting your business to reach its full potential.

The WRLA was thrilled with the number of member employees who attended the Estimating courses. On March 28 and March 29, our instructor Len Regier taught both Estimating Level 1 and Level 2 courses to a sold-out room in Leduc, Alberta. A week later, Len taught a second session of very well-attended Level 1 and Level 2 courses in Regina, Saskatchewan.

The WRLA is excited to announce that we are partnering with Blue House Energy who provide online training resources in the residential energy efficiency field. These courses are a perfect addition to our learning catalogue and supports you and your team in skill and knowledge development.

Stay tuned for more info about our Blue House Energy partnership in the WRLA member-exclusive deals in a future WRLA Academy newsletter.

Join us and take your business to the next level!

“I found that the course has given me an excellent starting point for estimating.

Some of the things that were taught were We want to acknowledge the incredible efforts and contributions of senior estimators Nicole Younge from Star Building, a little bit different or did not fully apply and Len Regier from Nu-Fab for their unbelievable contributions. Without their commitment, we would never have to what I’ll be doing, but I will be able to experienced this level of success. From all of us at the WRLA, thank you. Teamwork makes the dream work. take what I learned and adapt it to the way our company does their estimates.

I would recommend anyone who wants to learn the fundamentals of estimating should look into attending.”

PHOTOS: SUPPLIED

—Jackson Stelte, Floor Design Technician at Igloo Building Supplies Group

Above: Sample of online course material.

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Above: In person training materials.

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ADVOCACY BULLETIN

WESTERN CANADIAN PROVINCIAL BUDGET ROUND-UP Prospectus Associates

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he federal government and most provincial governments unveiled their 2023-24 budgets during March, and below you will find economic highlights of each Western Canadian government’s budget which may be useful to the LBM sector.

MANITOBA The Manitoba budget is the last to be delivered before this fall’s general election, where Premier Heather Stefanson will face-off against Wab Kinew of the New Democratic Party.

The budget projects a deficit of $363 million. The themes of this budget are affordability measures, safer streets, healthcare, strengthening communities, and the economicallydriven priority entitled “Opportunities Ahead.” Key items include: • Raising the Provincial Basic Personal Amount to $15,000.

• Raising income tax brackets in 2024 and cutting the payroll tax (the top personal tax bracket would be $100,000.)

• Increasing investments in loans and guarantees by $27 million to incent private-sector investment in enterprises that can demonstrate significant, sustainable growth and job creation. It also includes $15 million for the Community Economic Development Fund and $20 million to support economic development and investment attraction.

• Doubling the funds dedicated to venture capital to $100 million and eliminates payroll taxes for an additional 150 employers. The payroll tax rate will be reduced for the first time in 25 years in 2024, if the economy continues to perform as it has this year.

• $40 million to develop infrastructure to allow CentrePort South to expand and will invest $147.6 million over two years to improve the Hudson Bay rail line to the Port of Churchill.

SASKATCHEWAN On the heels of impressive population growth and economic performance, the Saskatchwan budget increased spending in a host of areas while achieving a $1 billion in operating debt reduction, and no new tax increases. Priority themes are entitled, “Investing in People, Investing in the Economy, and Investing in Capital.” Highlights include: • $38 million in record level funding for agriculture research and innovation.

• $297.9 million in record Municipal Revenue Sharing, part of $503 million of direct provincial support to municipalities.

• $249.1 million of targeted funding for First Nations and Métis people and organizations, which includes funding for economic initiatives and partnerships.

• $1.4 million to open a trade office in Germany as part of Saskatchewan’s international trade and investment strategy which includes trade offices in Mexico, United Kingdom, United Arab Emirates, India, Singapore, Vietnam, China and Japan.

• $3.7 billion in capital investment, for hospitals, schools, highways, and many needed municipal and Crown projects.

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• $337.6 million into health care capital, including Prince Albert Victoria Hospital, Weyburn General Hospital, and long-term care facilities in Grenfell and La Ronge. Since 2008 $2.4 billion has been invested, including new hospitals and long-term care facilities.

• $152.3 million for education capital to support new projects and to support ongoing planning and construction including five new schools and three major renovation projects. Since 2008-09, approximately $2.4 billion has been committed to build 60 new schools and 30 major renovation projects.

• $442.9 million into transportation capital.

ALBERTA Premier Danielle Smith and the United Conservative Party (UCP) defeated former premier and current NDP leader Rachel Notley, and will form government in Alberta. This budget forecasts Alberta government spending will increase to nearly $70 billion and a surplus of $2.4 billion. The themes articulated are healthcare, supporting individuals, safe communities, strengthening healthcare, boosting the “Alberta Advantage” as well as fiscal prudence.

Budget 2023 builds on the Alberta at Work initiatives that assists Albertans in participating in the labour market. The plan also includes investments in key areas such as health care, non-trade construction, energy, technology, business, and the aviation sector.

• $369 million over 3 years for Alberta’s Broadband Strategy, supporting businesses in remote areas.

• $54 million more per year for the Alberta Petrochemicals Incentive Program starting in 2025-26 to support Air Products’ clean hydrogen facility.

• $23 million over 3 years for the Aboriginal Business Investment Fund to support community-owned, Indigenous business initiatives—a 50% funding increase.

• $24.5 million in 2023-24 for the Alberta Technology and Innovation Strategy.

• $9 million over 3 years for the Northern and Regional Economic Development program to support Alberta municipalities, indigenous communities and non-profit organizations with projects that promote regional economic growth and diversification.

• $176 million in 2025-26 for the Alberta at Work initiative to continue to help address labour shortages in key economic sectors.

BRITISH COLUMBIA The BC 2023 budget has projected a $4.2 billion deficit that is expected to decrease annually to a level of $3 billion in 2025-26. As the province’s economy is likely to slow while prices and interest rates have steadily risen, the 2023 Budget has accounted for potential lower-then-expected revenues through an included forecast allowance of $700 million and an excess of $3 billion reserved for contingencies. Priority themes include health and mental health care, helping with costs, affordable housing, safe communities, skills for future jobs, and sustainable development.

Premier David Eby took over last year upon the retirement of former premier John Horgan. The next election is projected for 2024, though there is speculation that the Premier may wish to meet voters earlier.

• Budget 2023 focuses on ways to manage and care for the province’s natural resources, including old-growth forests, to support economic prosperity in a way that aligns with environmental, social and cultural objectives.

• New funding will also help communities develop safe, accessible and convenient modes of active transportation, and support them to adapt and prepare for potential climate-related emergencies.

• This year’s budget supports the Future Ready plan to make post-secondary education and skills training more affordable and accessible, and to respond to the biggest challenge heard from businesses—the need for people.

• Future Ready investments will add thousands of training seats and offer a new grant for short-term training programs to help people get trained and working in high-demand fields. The plan also includes new funding to assist small and medium-sized businesses in finding and implementing technology and practical solutions to current labour market challenges and prepare for a changing global economy.

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HR CORNER

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HR CORNER

LET’S GO BUILD CAMPAIGN GUIDE BOOK Prospectus Associates

Our industry-wide recruitment campaign, Let’s Go Build (www.letsgobuild.ca​), is now launched!

L

et’s Go Build is our invitation to new talent to come to discover today’s building materials industry: a welcoming place to build a career, a future, a life.

Here are some ways in which you can help.

• Download and implement the Job Posting Strategy Tool kit. (Scan the QR code on the next page.)

• Engage with the campaign’s content on social media, and spread the word!

Together, let’s grow the Lumber and Building Materials Industry!

GUIDE TO POSTING A JOB Let’s make our job postings more effective for potential employees.

Making the right hire starts with the job description. Listed below are some strategies to help you edit your job posting so that it attracts the right candidates. Examples and tips are included in the full copy of the Job Posting Strategy Tool Kit. • Add a must-have list of requirements: Include a must-have list stating the minimum qualifications required for the role. This will save you from having to review unnecessary resumes. Also include upfront details about what will be expected of potential employees. This will help candidates make informed decisions before they apply.

• Don’t include too many or overly ambitious requirements: You don’t want to receive too many ‘unnecessary’ resumes but at the same time you also don’t want to scare candidates away.

If there’s some flexibility on qualifications, consider splitting the requirements of the role into must-haves versus nice-to-haves to attract a wider range of candidates.

• List a specific salary or salary range along with mentioning additional compensation and perks: Salary is often one of the first things job seekers look for in a job description. Including compensation details or a salary range for the role will attract qualified candidates whose salary expectations match the job offer.

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HR CORNER

SOCIAL MEDIA ENGAGEMENT Organic and paid content and promotions for the campaign have begun on social media. Some of you have already started engaging with the content.

Please keep the momentum going and actively engage with the content as it is posted. And please encourage your employees to spread the word!

Here is the current list of WRLA’s social media pages that are promoting the campaign. TikTok and Snapchat will be launched soon—stay tuned for an email with the links.

To learn more: SEO techniques: https://bit.ly/SEOtech1

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Mobile-friendly: https://bit.ly/Mobfriendly

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PHOTOS: PAGES 18-20: SUPPLIED

• Include more relevant keywords: Think about the keywords and phrases your ideal candidates use to search for a job, then create a job description that incorporates those terms. As a general rule of thumb, optimize your job descriptions for search engines to rank higher in search results. Here are some SEO techniques1 to improve the Google rankings of your job listings.

• Make the language inclusive: Include thoughtful statements of equal opportunity and non-discrimination. Such a statement, often at the end of the job posting, serves more than just a legal role: It provides reassurance to candidates that diversity, equity, and inclusion matter to your organization.

• Double/triple check formatting: Make sure the format of your job description is easy to read and mobile-friendly2.

Use headings to break up sections, organize information into bullet points, and don’t forget to proofread for spelling, grammar and punctuation.

• Humanize Your Employee Value Proposition: • Job seekers priorities are changing. Gartner, an industry-leading professional consulting firm, predicted the post-pandemic workforce will require companies to “humanize their employee value proposition.”

• Use “you” instead of “the ideal candidate.” Be direct, conversational, and personal so that the candidate can envision themselves working for your company.

• Include a summary of your company culture: When writing your company culture description, think about the words you use. Supportive, flexible, rewarding are words that a candidate wants to read when they look into a company’s culture. Would you say your company is fun and engaging? Supportive and rewarding? Is it a challenging and innovative environment? Remember to choose words that mirror the general vibe of your workplace. Make sure your tone matches the attitude you are looking for.

• Describe your hiring process and timeline: Wherever possible, tell candidates when you plan to finalize hiring.

Make sure to take down the job posting once you have hired someone.

• Make the application process clear and easy: • Have an “Apply here” button logically placed on the page. (Easy to find) • You may even want to include the button in multiple places and choose a colour that strongly contrasts with the background.

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DOLLARS & SENSE

HOW GOING GREEN CAN ADD GREEN TO YOUR COMPANY’S BOTTOM LINE Travis Waite, WRLA

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ummer has arrived! With the weather warming up and the grass turning green, it only feels appropriate that the summer issue of the Yardstick magazine is green themed.

Since we are talking Dollars & Sense, we must talk about the other green initiatives that companies strive for—saving money and increasing profits.

No matter the nature of your business, most companies can reap the financial benefits of moving their company towards eco-friendly initiatives, while also reducing their carbon footprint. Whether companies are looking to improve their image, diversify their product lines, or cut costs, they undoubtedly realize the opportunities existing within the “green movement” we have seen over the past couple of decades.

So how do you translate taking your company in an eco-friendly direction to saving green on your bottom line? Here are a few ways to start:

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GO PAPERLESS

Transitioning to a reduced paper or paper-free work environment is a simple way for companies to save on printing-related costs while also improving employee productivity.

Developing a paperless filing system not only saves on the cost of paper, toner, equipment, maintenance, and even storage, can also save time in trying to sift through a mountain of paperwork or old banker’s boxes looking for that old receipt or delivery confirmation from the past. An important caveat to this is ensuring you have spent the time creating an electronic filing system that is well-structured and organized.

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OFFER ECO-FRIENDLY PRODUCTS AND SERVICES

As companies continue to take a green stance, we are also seeing a shift in consumers becoming more environmentally conscious in their purchasing habits. We are seeing an increase in demand for eco-friendly products and services from vendors and suppliers who promote green initiatives, and a willingness from consumers to pay a premium to support companies whose values align with this philosophy. This creates an opportunity for companies to increase profit margins on these eco-friendly goods and, if marketed effectively, can increase your overall company perception among consumers.

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UPGRADE OLD OR INEFFICIENT EQUIPMENT

Many businesses and business owners are hesitant to invest in new equipment around the office due to the potentially large upfront cost. It can be something as easy as upgrading your old lightbulbs with LED bulbs that can last up to 50 times longer than their incandescent or fluorescent counterpart, while saving money on your company’s electricity bill. Other more YARDSTICK MAGAZINE

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complex upgrades include building retrofits such as energy-efficient insulation or windows or upgrades to building equipment such as water heaters or furnaces. What is often not factored into these decisions is how the cost savings over time will offset these upfront costs. In many cases, looking at these costs as an investment that will pay off down the road is a more practical way of analyzing the risk vs. reward. To learn more about this, see the article on page 31 on upgrading equipment.

TAX BREAKS & GOVERNMENT SUBSIDIES 4

In an effort by the Canadian government in their fight against climate change and to aid in reaching their goal of net zero emissions by 2050, Canada’s 2023 budget has pledged a series of new green investment tax credits worth $35 billion. There are also a plethora of grants and subsidies available for companies who are taking steps to reduce their carbon footprint. Eligibility and amounts for these government incentives will vary based on the size and type of business, with many geared towards companies who are reducing their production emissions. For retailers who may not qualify for some of these specialized incentives aimed at larger energy producers, knowing about some of the tax credits and rebates geared towards consumers can also be beneficial in helping to boost sales on energy-efficient products.

You can find out more about these on the Government of Canada website under “Science and Innovation” (Scan the QR code).

So if you are looking to save some green for your business while you’re enjoying the beautiful green outdoors this summer, keep these initiatives in mind.

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BETTER BUSINESS

HOW BUILDING WITH WOOD IS CREATING MORE SUSTAINABLE CITIES Forest Products Association of Canada

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PHOTO: PACIFIC NATIONAL EXHIBITION

Above: The new Pacific National Exhibition Amphitheatre will be one of the world’s largest free-span timber roof structures.

BETTER BUSINESS

PHOTOS: LEFT: TORONTO AND REGIONAL CONSERVATION AUTHORITY; RIGHT: PACIFIC NATIONAL EXHIBITION

“Mass timber construction can be completed 25% faster, reducing carbon pollution during construction by up to 45% and it requires less energy to heat and cool long-term.”

Above: Construction of Toronto and Region Conservation Authority Headquarters (TRCA).

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o build better, more sustainable communities and cities, the answer lies in the country’s vast forests. Wood has long been used as a construction material—and for a good reason: it’s natural, renewable, and increasingly being recognized world-wide as a more sustainable option. Since carbon stays stored in wood products, these buildings continue to serve as carbon sinks long after the wood used in their construction has left the forest.

As our schools, seniors’ residences, community centres and city halls take shape, they can also help create the carbon storage needed to meet net-zero carbon goals in the form of beautiful buildings.

“We are still building. We have a housing crisis. We have to change our fundamental practices,” says Carol Phillips, Partner at Moriyama & Teshima Architects, a Toronto-based architecture firm. “Why not use renewable materials that can be sustainably harvested and actually pull the carbon out of the atmosphere?”

Mass timber construction can be completed 25% faster, reducing carbon pollution during construction by up to 45% and it requires less energy to heat and cool long-term. By adopting a zero-waste approach and using every part of the harvested tree, the Canadian forestry industry is converting YARDSTICK MAGAZINE

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Above: The new PNE Amphitheatre—aeroview of the building.

materials that would otherwise be considered wood “waste”—such as chips and sawdust—into the biofuels that will help reduce our country’s reliance on fossil fuels.

Take, for instance, the Ontario Secondary School Teachers’ Federation (OSSTF) headquarters located in Toronto—a mass timber project that is currently under construction. Its architecture prioritizes wellness at every level: natural daylighting and fresh air is abundant, solar heat gain and glare is minimized thanks to large overhangs, and a rainwater harvesting system is used for toilet flushing and irrigation. There’s also a green roof, rooftop solar PV panels, and automated daylight dimming to maximize energy savings. The building’s structural components will feature Canadian-sourced mass timber where possible, and will demonstrate a smart, modern, and innovative application of natural materials.

Over the last 12 years, out of the almost 500 mass timber projects across Canada, more than 30 are Indigenous led. For example, the Tsleil-Waututh Nation government’s new campus-style village centre is a standout example of a wood primary structure building. The multipurpose gathering space features a wavy roof form symbolic of the Indigenous culture’s connection to the sea. Cedar log columns and beams define the Government Chamber, and an abundance of windows allows for natural light and fresh air. Green roofs planted with indigenous species help regulate temperature, save energy, and encourage biodiversity. The building embodies the community’s cultural heritage and values, created through an integrated collaborative design process.

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BETTER BUSINESS

In addition to creating more inclusive, sustainably built communities, increasing the use of wood in construction would provide numerous economic benefits, including the creation of 50,000 new jobs between 2018 and 2028 in the manufacturing, design, and construction sectors. It would also add $7.5 billion worth of economic activity through the construction of 900 new commercial, residential, and institutional wood buildings in Canada.

Above: McEwan School of Architecture in Sudbury, ON.

Mass timber projects are taking place across Canada, including Alberta where the Capilano branch of the Edmonton Public Library is a LEED Silver-certified facility with a striking design that boasts a dramatic, black aluminum-clad roofline offset by a wood soffit. The singlestory building features a continuous, angular Douglas fir CLT roof supported by prefabricated steel framing, which runs the entire 77-meter length of the structure. Ample glazing provides a connection to the outdoors, and wood slats diffuse the sunlight and create a dynamic grid of shadows.

The LEED Silver building also incorporates sustainable features such as LED light fixtures, a heat recovery system, and low-flow water fixtures, making it an environmentally responsible community space.

Above: Interior view of McEwan School of Architecture.

Owned by the City of Vancouver, the Pacific National Exhibition (PNE) is a healthy and vibrant non-profit organization dedicated to delivering over 3 million visitors a year with memorable experiences through access to first-class cultural, music, sporting and family entertainment events, as well as access to public space for passive recreation. All revenues generated are invested back into park space, community programs and non-revenue generating educational and entertainment experiences.

Note: The amphitheater is designed by Revery Architecture, a Vancouverbased, and internationally recognized architecture studio renowned for designing flourishing work. The Amphitheatre will be constructed beginning in 2024, with completion targeted for 2026. The PNE is currently seeking corporate partners for this project.

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The 10-storey tall wood, mass timber, net-zero, low carbon building is an expansion to George Brown College’s Toronto waterfront campus and will be the first institutional building of its kind in Ontario. Toronto and Region Conservation Authority is also turning to mass timber for their new headquarters with a four-story cedar-clad building that aims to be one of the most energy-efficient commercial mid-rise buildings in North America. On the other side of Toronto, the Scarborough Civic Center Branch stands as the 100th branch of the Toronto Public Library—and it’s most innovative, designed to provide a sustainable natural oasis in a dense, urban environment.

“What I love about designing and building with wood is that it really connects you to the properties of the material itself,” says Phillips. “It really makes you think about the source material—how it was grown, where it was grown, the context— and it sequesters carbon in the body of the material.”

AS CITY SKYLINES GROW, THE FUTURE OF DEVELOPMENT RELIES ON CANADIAN FORESTRY. YARDSTICK MAGAZINE

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PHOTOS: MCEWAN SCHOOL OF ARCHITECTURE, LAURENTIAN UNIVERSITY, SUDBURY ON

“The movement right now towards considering mass timber has everything to do with the fact that it is a renewable resource, and it is designed by nature to be a carbon sink,” says Phillips. With over 20 years of working in Canada and abroad, Phillips has led some of the Toronto firm’s most valued civic, cultural, and educational buildings. She brings a passionate drive for powerful and graceful architectural solutions, including George Brown College’s Limberlost Place designed in partnership with Vancouver-based Acton Ostry Architects.

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MAKING THE UPGRADE HOW CAN INVESTING IN ENERGY EFFICIENCY BOOST YOUR REPUTATION, CONTRIBUTE TO YOUR STABILITY AND LONGEVITY, AND IMPROVE YOUR BOTTOM LINE Rebekah Doerksen WRLA

UPGRADE FOR THE BOTTOM LINE— INVEST IN COST SAVINGS When margins are tight and the cost of business keeps rising, upgrading equipment and prioritizing energy efficiency can be daunting. However, it’s not just new builds or capital projects that should implement efficiency measures. There are many cost saving advantages to retrofitting existing buildings and thinking through all areas of your business from an energy-consumption perspective.

The impact is far more than just environmental. Energy spending is a significant portion of your annual budget, and efforts to reduce consumption will save on your bottom line.

Amortizing the upfront costs of implementing these changes over a number of years, you’ll see the difference in your energy budget line every single year.

This is also a great opportunity to leverage energy efficiency tax saving or grant program initiatives from federal or provincial governments.1 The resources are there for you—take advantage!

UPGRADE FOR STABILITY—INVEST IN YOUR FUTURE An investment today in energy efficiency is an investment in the future of your business. The future is always uncertain, but one thing is guaranteed: energy costs will rise. This is another critical reason why energy efficiency should be a critical part of your long-term planning.

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Taking control of your energy consumption will allow you to budget more accurately for the year. You’ll make yourself less vulnerable to extreme temperature shifts or other unexpected situations.

An investment in efficiency is an investment in your future.

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BETTER BUSINESS

UPGRADE FOR YOUR REPUTATION—INVEST IN YOUR COMMUNITY Industry has its part to play in mitigating the effects of climate change.

Lowering your energy draw on the power grid means contributing to the stability of your community.

As we invest in lowering emissions and our energy use, we lighten our impact on the planet. We’ve seen how interconnected we are, and COVID taught us how critical each of the links in our supply chain are. Lowering your carbon footprint generally means more stability for the supply chain as a whole. When an area is affected by climate-change related flooding, drought, or other turbulent weather, that can affect our customers all the way across the world.

Making efforts to upgrade old or inefficient equipment also communicates to your customers that you are a forward-thinking business, that you take pride in your work, and are thoughtful about your impact on the community.

A business that cares is one that has customer loyalty for the long haul.

ONE ROAD, MANY BRANCHES The path to increasing energy efficiency has many branches, ranging from simple switches to more complex overhauls. An energy audit is a great place to start and will give you options for both short- and long-term implementation.

Consider the building envelope. Insulation is the obvious place to start— both exterior walls and the roof. High performance windows are another key area for heat and energy loss. A well-insulated building is your first defence against extreme temperatures.

Then, of course there are big ticket items like heating and cooling systems—a critical consideration on the prairies. Efficient systems like ground source heat pumps are economical and environmentally friendly. According to Efficiency Manitoba2, upgrading to a ground source heat pump can reduce your current electric heating costs by up to 60% and protect you from future impacts of rising heating costs.

Moving to the interior of your building, something as small as light sources can add up to big impact. Installing timers and sensors on lights, switching to LEDs, cleaning out ductwork and changing filters frequently, can make your building comfortable for employees and more efficient.

Smart technology in general is a great place to invest for energy savings.

Smart building management systems monitor and adjust building temperature and energy use and give you data points for future improvements and upgrades.

Storing data is a key area that is often overlooked for energy efficiency.

Cooling a server room and storing data appropriately is a large energy sink. Cloud-based servers store data offsite and outsource those energy needs. And, cloud servers are in buildings designed for that purpose, with efficiency around cooling needs top of mind.

Outside the building itself, you can make improvements to your fleet.

Investing in electric vehicles at all levels will significantly reduce your fuel consumption and fuel budget line. And, if you have a source of renewable energy at hand, like a wind farm, hydroelectricity, or solar, your transport costs will reduce significantly.

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High efficiency motors are another critical area to consider.

In industry, we rely on the powertrain for many applications: pumps, fans, compressors, etc. Installing high efficiency motors is a major capital investment, but the results are immediate. In as little as a year, a high efficiency motor can pay for itself.3

WHERE TO START? Whether you start small or swing for the fences, any investment in energy efficiency is one that will pay dividends. Start with an energy audit and build your implementation strategy from there, but start! The best time to start may have been years back, but the second-best time is right now. Your customers and stakeholders will be pleased with the results.

Sources Government incentives:

1

https://bit.ly/AcceleratedInvestmentIncentive Efficiency Manitoba:

2

https://bit.ly/EfficiencyManitobaPresentation From the Industrial Energy Efficiency Playbook:

3

https://bit.ly/EnergyEfficiencyPlaybook

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TECH CORNER

HOW TECHNOLOGY HAS CHANGED THE LANDSCAPE OF ONLINE LEARNING Bonnie Moore, WRLA

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ithout a doubt, technology has had a huge impact on online learning. The WRLA, along with many other businesses and organizations around the world, has also jumped on board with this trend.

I recently joined the WRLA team with the purpose of promoting knowledge growth in the Lumber and Building Materials Industry. Through the use of innovative technological learning platforms and methods, we aim to provide our members and their employees with the chance to enhance their careers and lives.

Let’s dive into some of the tech that is making it all possible.

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TECH CORNER

HOW TECHNOLOGY IS TRANSFORMING THE WAY EDUCATION IS DELIVERED Technology is playing a significant role in the advancement of online learning. Here are some examples of how it is contributing to this evolution.

LMS (Learning Management Systems): LMS have come a long way and are now easier to use and much more advanced. They provide a centralized place for handling courses, sharing content, and keeping an eye on how students are doing. With LMS platforms, it’s easy to communicate, collaborate, and monitor progress all in one place.

Interactive Multimedia Content: Thanks to technology, we can now create and deliver interactive multimedia content like videos, simulations, virtual reality (VR), and augmented reality (AR) applications. These experiences are super fun and exciting, and they help us learn better by giving us hands-on opportunities to understand things.

Mobile Learning: Learning has become so much easier today thanks to the use of smartphones and tablets. With mobile learning apps and courses designed to work on any device, you can access educational materials and activities whenever and wherever you want. This way, you can learn at your own pace and on your own schedule.

Social Learning & Collaboration Tools: Thanks to technology, we can now learn together in fun new ways! Discussion forums, chat rooms, and social media platforms allow us to connect with our classmates and teachers, work together, and share our ideas. This sense of community really makes learning a lot more enjoyable!

Adaptive Learning Technologies: Technology has brought us some amazing advancements, and one of them is adaptive learning systems. These systems use algorithms and AI to personalize instruction based on each student’s unique strengths, weaknesses, and learning styles. They analyze student performance and provide customized content and feedback that really helps them learn.

Big Data and Learning Analytics: Thanks to technology, we now have the ability to collect and examine a lot of data from online learning platforms. This information is used to analyze how students are doing in terms of their behaviour, engagement, and performance. By using this data, teachers can make informed decisions about how to improve their teaching and help students do better.

Gamification and Microlearning: Have you heard of gamified platforms? They use game mechanics like rewards, leaderboards, and badges to keep students motivated and excited to learn. Plus, there’s something called micro-learning, which breaks down content into focused, bite-sized modules that are perfect for short attention spans and help with retaining information.

Blended Learning and Flipped Classrooms: Thanks to technology, we can now combine the best of both worlds—online learning and traditional classroom settings. Blended learning mixes face-to-face instruction with online components, while flipped classrooms require students to access instructional materials online before attending in-person classes. Both of these approaches use technology to make learning more exciting and interactive.

Artificial Intelligence (AI) and Personalized Learning: Nowadays, AI is being used more often in online learning to provide clever tutoring systems, automatic feedback using natural language processing, and customized assessments. Moreover, AI-powered virtual assistants and chatbots are assisting students by giving them immediate support.

Massive Open Online Courses (MOOCs): Have you heard of MOOCs? They’re amazing!

They allow you to take free courses from some of the best universities and institutions out there. Plus, they can handle a huge number of students, so anyone can access the education they want. It’s really changed the game for online learning.

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WHAT IS DRIVING THE EVOLUTION OF ONLINE LEARNING? There are various factors that are contributing to the advancements in online learning.

Check out the key drivers below.

Accessibility and Flexibility: Online learning is such a great way to get an education!

It’s way more convenient and flexible than traditional face-to-face education. You can access courses and educational resources from anywhere, at any time and on any device. This means you can learn at your own pace and break down geographical barriers. It’s especially helpful for people who work or have family obligations, or those who can’t make it to physical classrooms.

Personalized Learning: These platforms use data analytics and adaptive learning technologies to personalize your learning experience. They keep track of your progress, identify areas where you need more help, and provide content that suits your unique learning style. Using this approach boosts your engagement, retention, and overall learning outcomes.

Cost-Effectiveness: Did you know that online learning can be a more affordable option for education compared to traditional classroom-based learning? By cutting out expenses like commuting and textbooks, you can save some money. Plus, online courses can accommodate a lot of students at once which means educational institutions can expand their programs and reduce the cost per student.

THE FUTURE OF TECHNOLOGY It’s really amazing how much technology has helped make online learning more accessible, personalized, engaging, and data-driven. As technology keeps getting better, we will likely see even more exciting innovations in online education, which will make it even more effective, inclusive, and tailored to each person’s unique needs.

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MEMBER CELEBRATION

GOODFELLOW CELEBRATES 125 YEARS IN BUSINESS Chris Allinotte , WRLA

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oodfellow Inc. (GDL on the TSX stock exchange) has been a part of the lumber industry for 125 years. Started in Montreal in 1898 by George C. Goodfellow, the company has built a strong reputation based on service and great relationships with the manufacturing sector. While the company’s Quebec origins remain a defining part of the brand, the company today has 13 distribution centers across Canada, footprints in the United States and United Kingdom, sales of over $600 million per year, and employs over 600 people across all its businesses. WRLA sat down with some of the members of the Goodfellow team to find out more about the company’s history, the secret to its longevity, and the plans for the future.

Speaking with Mary Lohmus, Executive Vice President for Ontario and Western Canada, Olivia Goodfellow, Director of Marketing and Communications, and Wes Clifford, General Manager for Alberta and Saskatchewan, it became clear that the company’s history and consistent commitment to both their employees and their customer relationships have all been major contributors in Goodfellow’s longevity.

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Mary, who has been with the company for the last 29 years, has watched the company grow firsthand. She started as the manager of timber and softwood lumber lines in the Campbellville operations centre. “I progressed through the organization as we grew at a super-fast rate here in Ontario in the 80s,” adding that the company’s expansion to B.C., Calgary, Edmonton, Winnipeg, and Saskatoon followed shortly after. In 2014, Mary accepted her current position, overseeing Ontario and Western Canada as Executive Vice President.

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MEMBER CELEBRATION

Bringing its established name out of Quebec and Atlantic Canada into Western Canada was a challenging task for Goodfellow, and required a lot of talent and expertise. Both Mary and Olivia noted that the markets in the prairies and beyond are vastly different from Eastern Canada. “Even within each province, there are different needs and ways of operating,” said Olivia, and gives Mary a lot of credit for managing the western branches into strong, successful locations, especially during the pandemic.

Olivia, coming to Goodfellow in 2021 from an already extensive career in marketing, enjoys the communications challenge that comes from managing the various Goodfellow brands and the diverse strategies necessary to take the different lines to market. “I usually say my job is Jack-of-all-Trades,” said Olivia with a laugh and went on to acknowledge the incredible team of sales specialists in the field that make it possible.

Wes Clifford’s Western Canada experience comes first-hand, having started out in the industry 30 years ago at lumber giant MacMillan Bloedel Lethbridge, Regina, and Saskatoon locations prior to the company being purchased

by Weyerhaeuser in 1999. In 2002, he joined the Weyerhaeuser team in Calgary. Wes was still in Calgary in 2006 when he joined Goodfellow Inc. as an industrial outside sales rep. He remembers Goodfellow arriving in Calgary in 1995. Eventually, Wes’ career led him to become sales manager for the entire prairies before taking on his current role as General Manager, Alberta & Saskatchewan in 2017. For Wes, it’s the relationships he’s made during his time with Goodfellow that are the number one reason he enjoys working for the company. “It’s always been about the people,” says Wes. “It’s the people that I work with and our customers,” says Wes. “I have a lot of long-standing relationships with customers in the industry.” He also credits the stability of the company and the continuous opportunities for career growth along the way.

For a company celebrating 125 years, that flexibility and commitment to growth has helped Goodfellow remain competitive throughout the years and positioned the Company as an leader in the industry. While adding new product lines is something easy to put on paper, it’s quite another thing to implement successfully.

When speaking about this diversity of its product lines, the pride in the quality of the materials Goodfellow produces and distributes is apparent.

Both Mary and Wes identified that the addition of siding products produced and shipped directly from the Calgary plant was a real turning point in getting the company established in the Prairies.

Wes recalled a meeting some years back when then-president Richard Goodfellow brought everyone together and informed the team that the company would be expanding its focus on flooring to include a more diverse building materials offering, and that the first new major line the company added was siding. Today, in addition to dedicated facilities at their main plant in Delson, QC, the Calgary operation offers a stocking program on popular pre-finished siding lines while maintaining the ability to deliver custom-finished material.

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“We’ve diversified so much of our product offering,” said Olivia. “We still remain at the core very excited about the future of wood as a building material. But also, the demand and the innovation that’s coming out in terms of building materials.” As an example, she mentioned Fiberon composite decking. This 100% recycled wood and plastic composite product represents the company’s ability to deliver on the market’s demand for sustainable materials while still providing quality and innovation. “We evolve, but we’re still strongly committed to wood products that we manufacture and distribute.”

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Another element of Goodfellow’s success in the West comes down to something that may seem mundane, but many WRLA members will know as the lifeblood of the industry— logistics and distribution. Wes pinpoints Goodfellow’s fleet as the reason that it has flourished in the Prairie market.

“In this business, if you’re not able to get your product to market in a timely fashion, you’re really going to struggle to grow,” said Wes, “And we recognized that pretty early on. We’ve had our own fleet of trucks since I started in 2006.” That ability to move products and the frequency with which the company found itself shipping to Saskatchewan led to the establishment of a dedicated distribution centre in Saskatoon in 2015.

“It’s been a wonderful journey with the WRLA,” said Wes, pointing out that the western Goodfellow operations centres, particularly Calgary, have driven the company’s participation in the yearly showcase. “(The Showcase) brings all your customers and competitors together in one place in January, almost like a high-school reunion or a homecoming,” and added, “It’s always been the best opportunity to showcase what you’re able to do as a company.”

Those customer relationships have been at the forefront of Goodfellow’s 125 year celebration.

While the teams across the country marked the occasion on a same-day, almost simultaneous party, the plans for the rest of this historic anniversary year include a variety of promotions and incentives for their customers.

With a regional and national management team as committed to the company’s success as each local team at Goodfellow, it’s easy to see how the business has grown from the single-location Montréal days to the nationwide organization that they are today, and we at WRLA definitely wish them continued success for their next 125 years!

PHOTOS: PAGES 36-37: GOODFELLOW AND ANTHONY FERNANDO

With such a strong product offering, and the vertical integration to control their own destiny, the final piece of the puzzle is the most important—the relationship between Goodfellow and their customers. One of the advantages to having established hubs across Canada is that the company has

remained flexible and highly responsive both to market fluctuations, and to changing customer needs. That focus on customer service led Wes to bring Goodfellow into the ranks of Western Retail Lumber Association membership around the time he started, having come from another company that was affiliated with the WRLA and recognized the importance of our organization in providing exactly the kind of relationship-building opportunities that have allowed the company to flourish.

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PHOTOS: ANTHONY FERNANDO

SHOWCASE RECAP—BEST BOOTH

STEP INTO THE FUTURE OF WINDOWS, DOORS AND GLASS WITH ALL WEATHER WINDOWS VOTED BEST BOOTH AT THE WRLA TRADE SHOW! All Weather Windows

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SHOWCASE RECAP—BEST BOOTH

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t this year’s WRLA Building & Hardware Showcase, All Weather Windows, a leading manufacturer of windows and doors, unveiled a breathtaking booth that left visitors in awe and anticipation for the future. The theme of the booth was “Imagining the Possibilities,” and it was designed to showcase the company’s leading edge products and growth opportunities while inspiring customers to think differently about the possibilities of windows and glass in the coming years.

The centrepiece of the booth was a massive 20-foot digital screen that displayed mesmerizing space-themed graphics and ran promotional videos. The high-definition visuals were a captivating sight, drawing visitors to the booth from across the trade show floor. The futuristic graphics on the digital screen set the tone for the entire booth and created an exciting atmosphere that piqued the curiosity and imagination of attendees. The screen also featured promotional videos that highlighted the company’s current products that have a design flair such as colour on the inside and outside of a window.

Surrounding the digital screen were carefully curated displays of sample glass products that demonstrated All Weather Windows’ commitment to innovation and excellence. Each piece of glass communicated the future in some way from digitally printed images from the James Webb Telescope printed on a shower door to a solar powered insulating glass unit. Our new Atmosphere folding door and window was another key focal point of the booth—showcasing both a folding door alternative for a patio or garden door or a folding window connecting your kitchen and the outdoors, so you don’t miss out on the action when entertaining.

One of the key messages that we wanted to convey through the booth was our commitment to staying on the forefront of what is possible in the industry. The space-themed graphics and futuristic products were meant to showcase glass, windows, and doors as not just as functional components of a building, but as design elements that can transform a space and enhance its aesthetic appeal.

In conclusion, All Weather Windows’ booth at the WRLA Building & Hardware Showcase was a stunning showcase of the future of glass and modern trends making it one of the main highlights of the trade show. We hope that our booth helped create a vision of the future of windows, doors and glass and left everyone with a sense of awe and anticipation for what’s to come.

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PHOTOS: ANTHONY FERNANDO

The booth also fostered a sense of excitement and curiosity among our customers. The immersive experience of the booth was intended to spark conversations, encourage questions, and stimulate discussions about the possibilities of the future of glass and of All Weather Windows. Our team of knowledgeable experts engaged with customers, government officials and industry colleagues, answering their inquiries, and sharing insights about the latest trends and innovations in the industry.

MEMBERS IN THE COMMUNITY

MEMBERS IN THE COMMUNITY RIDE THROUGH THE ROCKIES CYCLES UP TO A MAJOR MILESTONE RIDE THROUGH THE ROCKIES WILL CELEBRATE ITS TENTH ANNUAL RIDE THIS YEAR

PHOTOS: HABITAT FOR HUMANITY OF SOUTHERN ALBERTA

Chris Allinotte, WRLA

K

en Crockett, Vice President, Star Building Materials, a Qualico Company, founded Ride Through The Rockies in support of Habitat for Humanity in 2014. He mentioned that the inspiration came from participating in the “Ride Around the Lake” in Manitoba the previous year. “I was so inspired when I got back from that ride. The comradery was something I hadn’t felt since I was playing junior hockey back when I was 17.”

Get involved! Your support will help change lives.

Scan the QR code to donate to this year’s ride.

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Fundraising for Habitat for Humanity was a natural fit for Ken with a career spent in the home development, Lumber and Building Materials Industry. Habitat for Humanity’s mission is to build affordable homes to help give families strength, stability, and independence. For Ken, there was a personal connection to the cause, too, as he recalled his childhood with his family receiving assistance. “Getting the opportunity to listen to Habitat for Humanity’s stories and knowing that Ride Through The Rockies is helping change parents’ and children’s lives really inspires me and so many of the riders to lend a helping hand to these families. This concept hits home for me on how important it is to lend this helping hand as I saw how much my parents appreciated it when they were going through tough times.”

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MEMBERS IN THE COMMUNITY

During his first Ride Around The Lake event, he gained knowledge about how Habitat for Humanity helps individuals purchase a home. “A lot of people have this misconception,” said Ken, “that Habitat is giving the homes away.” Applicants to the Habitat for Humanity program are given the opportunity to purchase their new home with a zero-interest mortgage and receive a payment plan that is scaled to their income. Ken points out, the program requires each family to volunteer 500 hours which can take the form of working in the Habitat “ReStore” retail store or working to build their own house on-site.

With a goal firmly in his mind and brimming with inspiration, Ken approached Kevin Van, President & Chief Executive Officer, Qualico to create a ride in Alberta. The first group of participants invited to take on the challenge was a mix of cyclists and non-cyclists that had a connection to the industry and/or the cause.

Ten years later, the ride has raised over $1,000,000. This has helped fund almost the entire cost of building a single Habitat for Humanity home for each year the ride has been in existence—a huge accomplishment and a testament to the dedication of everyone involved. Each rider that participates is encouraged to raise $2,500 though some, Ken said, have personally raised upwards of $20,000. This year, the ride is welcoming some new sponsorship. Having sponsors on board helps cover the administration of the ride, meaning that 100% of the funds raised go directly into building a home.

Ken anticipates 45 riders will take on a new route in Invermere B.C. for Ride Through The Rockies 2023. In the past, the ride has taken place around the Kananaskis and Banff area in Alberta. However, one thing that won’t change is the motivation that Ken brings to the ride and the feeling that he hopes the riders take away from participating.

“I do like to challenge riders,” Ken said, “to do something that’s out of their comfort zone.” Traditionally, the ride takes place over three days and cyclists will ride close to 400 km over the weekend. “When they’re not sure whether they can finish it, and when they’re in a dark spot on the road, I want them to think about why they’re doing it, because that person who is leaving their work day to go put in a six-hour shift on their Habitat house—I guarantee they’re feeling worse.”

PHOTOS: HABITAT FOR HUMANITY OF SOUTHERN ALBERTA

Ultimately, Ride Through the Rockies is about bringing cyclists together for an exciting and challenging experience in the spirit of altruism and friendship. Ten years on, Ken has had countless once-in-a-lifetime experiences with the ride. He has seen how devoting time and effort to this cause and ride has changed the lives of the Habitat families and the lives of the riders in the most positive ways.

An experience like that is well worth the price of climbing onto that black leather saddle and stepping into those pedals again and again.

Did you know?

WRLA President Liz Kovach, and WRLA Director of Professional Development, Martine Yzerman, first met when they participated in the Ride Through The Rockies in 2019. Scan the QR code to read their story from Habitat for Humanity of Southern Alberta.

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