1. UNBC Wood Concrete Marketing Team www.unbc.ca/woodconcrete

2. Mountain Pine Beetle Wood Concrete

3. Wood Cement Composites Mineral Bonded Wood Materials (definition): “the utilization of surplus wood wastes: shavings, wool, or sawdust using inorganic binders: gypsum, magnesite, or Portland cement” One of the first patents, in 1910, described as: “a method to produce fire safe, lightweight, porous material”

4. History 1900 - The first mineral bonded board was produced by an Austrian carpenter using wood shavings and gypsum. 1920 - The first Wood Wool Cement Board (WWCB) is produced in Austria. Several others in Europe followed. 1930 - Wooden lath reinforced WWCB roofing boards produced in Holland, along with the first Cement Bonded Wood Chips (Durisol) boards. 1950 - Velox boards produced in Austria from course wood particles and cement. 1970 - The first Cement Bonded Particle Board (CBPB), called Duripanel, was produced in Switzerland. 2000 - Eltomation developed a fully automatic plant for Wood Strand Cement Board with approx. 1100 kg/m³, called EltoBoard

5. Technological Process Cement Water Wood Mixer Mat distribution on form board Pressing Curing room/yard Trimming and finishing

6. Material Attributes Wood-based panels (OSB, plywood) Drywall (Gypsum board) Wood-cement materials (CBPB, WWCB) Concrete Water resistance  Fire resistance   Fungal/termite/ mold resistance  Acoustic insulation  Bending strength  Lightweight   Nail holding capacity  Workability   Durability 

7. European Products

8. Brazilian Products

9. Philippine Products

10. American Products

11. MPB Wood Concrete Compatibility POOR GOOD MPB-killed wood-cement compatibility Extractives Decay

12. MPB Wood Concrete Compatibility 0 10 20 30 40 50 60 70 80 90 100 110 120 Sound wood TSD-1TSD-2TSD-3TSD-4Blue- stained sapwood Index values CA CI CX

13. Research Questions Wood-cement compatibility –Lodgepole pine is the most compatible wood species in North America (paradigm/imitation) –What about beetle-killed lodgepole pine compatibility with Portland cement? (research question/innovation) Interior walls –Gypsum board isn’t the best building material on the market (paradigm/imitation) –What about replacing it with a wood-cement panel? (research question/innovation)

14. MPB Wood Concrete Products Various applications of the material are in use and/or under development Versatility of wood concrete leads to many possible applications

15. Planters

16. Benches

17. Countertops – Ramada Hotel PG

18. Countertops – Union of BC Municipalities HQ (Victoria)

19. Interior Walls

20. Moulded Products

21. Structural Applications / Walls

22. Marketing Research Phase I: Focus Groups –76 participants discussed wood concrete –Most participants responded very positively to product. Industrial/professional consumers wanted to know more about technical specs. –Greenness: It has green properties such as employing an otherwise unusable component. However, there is skepticism because of the energy/emissions used to produce concrete. –Potential applications: flooring or patio tiles, garden blocks, countertops, and furniture –Pricing: People might consider this product if it were 10% higher or lower in cost than what it is replacing

23. Marketing Research Phase II: Conjoint Analysis –151 participants rated product bundles on a 100 point scale for three products Countertops Garden blocks Floor tiles –General preference toward attributes: Location of production was rated as the most important attribute.

24. Phase II: Conjoint Analysis General preference toward attributes

25. Relative Importance of Attributes (Countertops) Phase II: Conjoint Analysis

26. Relative Importance of Attributes (Floor tiles) Phase II: Conjoint Analysis

27. Relative Importance of Attributes (Garden Blocks) Phase II: Conjoint Analysis