American Wood Council Market Research Report

Background

Overview

The American Wood Council (AWC) is a leading trade association representing North American wood products manufacturers. Established in 2010, AWC serves as the voice for the wood products industry, advocating for sustainable building practices and the responsible use of wood in construction. The organization is headquartered in Leesburg, Virginia.

Mission and Vision

AWC's mission is to ensure the safe and appropriate use of wood products in the built environment. The organization is committed to developing codes, standards, and policies that promote wood products as a viable and sustainable material for construction.

Primary Area of Focus

AWC focuses on advocating for the wood products industry in areas such as building codes, standards, legislative and regulatory policies, and climate policy. The organization develops engineering data, technology, and standards for wood products to ensure their safe and efficient application. Additionally, AWC provides education on wood design, green building practices, and environmental regulations.

Industry Significance

AWC represents over 75% of the North American wood products industry, which provides approximately 400,000 jobs in the United States. The industry is a significant contributor to the economy, offering products essential to everyday life from a renewable resource that absorbs and sequesters carbon.

Key Strategic Focus

Core Objectives

• Advocacy: Promote policies and regulations that support the wood products industry.

• Standard Development: Develop and disseminate engineering data, technology, and standards for wood products.

• Education: Provide information on wood design, green building, and environmental regulations.

Specific Areas of Specialization

• Building Codes and Standards: Ensuring the acceptance of wood products in regulated markets.

• Sustainability: Advocating for the environmental benefits of wood products.

• Market Expansion: Promoting the use of wood in residential and commercial construction.

Key Technologies Utilized

• Engineering Data Development: Creating technical resources to support wood product applications.

• Sustainability Tools: Developing tools like the Wood Sourcing Tool to assess the sustainability of wood products.

Primary Markets Targeted

• Residential Construction: Promoting wood products in home building.

• Commercial Construction: Advocating for wood use in commercial buildings.

• International Markets: Expanding the global reach of American wood products.

Financials and Funding

Funding History

AWC operates as a non-profit organization, primarily funded through membership dues, program services, and grants. In 2023, the organization reported total revenues of $9,064,024 and expenses of $8,769,352.

Recent Funding Rounds

Specific details about recent funding rounds are not publicly disclosed.

Notable Investors

As a non-profit, AWC does not have investors but is supported by its member companies and industry partners.

Utilization of Capital

Funds are utilized for advocacy efforts, development of technical resources, educational programs, and operational expenses.

Pipeline Development

As a trade association, AWC does not have a product pipeline but focuses on developing and promoting standards, codes, and policies that support the wood products industry.

Technological Platform and Innovation

Proprietary Technologies

• Wood Sourcing Tool: An online platform that provides insights into the sustainability of wood products.

Significant Scientific Methods

• Life Cycle Assessment (LCA): AWC conducts LCA studies to measure the environmental impact of wood products, including factors like global warming potential and energy demand.

Leadership Team

Executive Profiles

• Jackson Morrill: President and CEO with over 20 years of experience in environmental, sustainability, and industry standards. Previously served as President of the Composite Panel Association.

• Heather Stegner: Chief Operating Officer with nearly 20 years of experience in trade associations, non-profits, and corporations. Oversees communications, publications, and educational outreach.

• Bradford K. Douglas, P.E.: Vice President, Engineering with 37 years at AWC. Oversees standards development and serves on various standards committees.

• Tim Hunt: Vice President, Environment with over three decades of experience in environmental regulations and policy. Works on EPA clean air regulations and climate policies.

• Rachael Jamison: Vice President, Markets and Sustainability with over 20 years in sustainability, public policy, and environmental management. Develops climate adaptation plans and supports the biomass energy sector.

• Will Layden: Vice President, Government Affairs with nearly a decade in environmental, sustainability, and land management policy. Former Deputy Chief of Staff for the House Natural Resources Committee.

• Philip Line, P.E.: Vice President, Codes & Regulations with almost 30 years at AWC. Leads work in national model building code development and has received the Excellence Award from the National Institute of Building Sciences.

• Omar Amini, Ph.D., P.E.: Manager, Wind & Seismic Engineering with over 10 years in structural design and modeling of wood structures for wind and seismic loads.

• Jeffrey Bradley: Director, Sustainability Standards with over 14 years in the wood products industry. Leads work on international standards and represents the U.S. in ISO Committees.

• Linda Fewell: Manager, Operations & Membership with over 20 years supporting executive personnel. Manages day-to-day operations and membership programs.

• Francisco Flores, Ph.D.: Manager, Engineering Technology with expertise in nonlinear structural analyses and earthquake engineering.

• Stewart Holm: Chief Scientist with over 25 years in the industry. Manages scientific research and product stewardship related to chemicals like formaldehyde and wood dust.

• Peter Mazikins, P.Eng.: Senior Manager, Engineering Standards with experience as Assistant Fire Chief and fire marshal. Serves on building and fire code technical committees.

• Anna Ostrander: Manager, Sustainability Data with a background in chemistry and sustainable systems. Manages Life Cycle Assessments and Environmental Product Declarations.

• Kim Paulson: Coordinator, Education & Operations with experience in fire service engagement and construction fire safety.

• Shaina Zarkin-Scott: Manager, Government Affairs with experience in agriculture, environment, and natural resource policy.

Competitor Profile

Market Insights and Dynamics

AWC operates in a competitive landscape that includes both large, established players and smaller, regional manufacturers. The industry faces competition from alternative materials and imports, particularly from Asian manufacturers. AWC's strategic responses to these competitive pressures are critical for its long-term success.

Competitor Analysis

• American Forest & Paper Association (AF&PA): A national trade association representing the paper and wood products industry, focusing on public policy advocacy and industry data.

• APA – The Engineered Wood Association: A trade association representing manufacturers of engineered wood products, providing technical services and promoting the use of engineered wood.

• American Hardwood Export Council (AHEC): The global face of the U.S. timber industry, promoting the performance, sustainability, and aesthetic potential of American hardwoods worldwide.

Strategic Collaborations and Partnerships

AWC collaborates with various industry stakeholders to strengthen its advocacy efforts and promote sustainable building practices across the wood products sector.