Webinar Recap: Exploring Alternative Export Markets for Canadian Wood Products

On December 10, WMCO hosted a timely and well-attended webinar, “Alternative Export Markets + Funding Programs for Canadian Wood Products,” bringing together approximately 50 Ontario wood manufacturers for a focused discussion on export diversification and risk mitigation.

With ongoing U.S. tariffs and shifting demand continuing to impact the sector, the session addressed the growing need for manufacturers to look beyond the U.S. market and pursue stable, long-term international growth opportunities.

The webinar featured expert insights from Global Affairs Canada’s Trade Commissioner Service (TCS) and Export Development Canada (EDC), offering attendees practical guidance on both market opportunities and the financial tools available to support export expansion.

Key Highlights from the Session

• Market Intelligence & Trade Pathways
  Bill Macheras (Trade Commissioner Service) shared insights on priority international markets for Canadian wood products, buyer expectations, and realistic timelines for market entry. He also highlighted how the Trade Commissioner Service can support companies with market intelligence, connections, and on-the-ground expertise.

• Export Readiness & Risk Management
  Lucian Mihet (EDC) outlined what manufacturers should consider before entering new markets, including assessing internal readiness, identifying capability gaps, and using EDC financing, insurance, and risk-management tools to de-risk early expansion efforts.

• Strategic Shift Beyond the U.S.
  Speakers discussed how tariff pressures are accelerating the need for diversification and how international markets can provide more resilient demand for Canadian wood manufacturers over the 2025–2026 planning horizon.

The session concluded with a Q&A period, followed by the sharing of post-event materials and resources with participants.

Due to strong interest in the topic, WMCO will be offering this webinar again on January 15, 2026, providing another opportunity for members and non-members to gain insights into alternative export markets and available federal support programs.

WMCO thanks our presenters and all attendees for their participation and continued engagement in strengthening the global competitiveness of Ontario’s wood manufacturing sector.