The Callcutt Review has taken input from across the housing supply chain and will report to communities minister Ruth Kelly this autumn. Its leader, John Callcutt, formerly of Crest Nicholson plc, has been charged with finding a path through the housing supply chain which will enable the government to fulfil its new home-building targets and achieve its desire for zero carbon newbuild homes by 2016.
With much housing now rolling off manufacturing lines away from the building site, and some with windows, doors, skirting and cupboards already in place, is timber’s route to market changing irrevocably? And, if so, is our sector sufficiently nimble to take advantage of new opportunities?
Camilla Hair: Builders merchants are said to be concerned over off-site construction and its possible effects on their businesses. Do you see this movement affecting timber merchants?
John White: It’s a matter of horses for courses. Merchants fulfil a wide range of local customer needs. The off-site construction sector is booming but these methods don’t suit every purpose. The challenge for merchants is to define accurately their customer base and to tailor their offering to suit the business opportunities.
CH: Is the wider timber sector fully engaged with the changes and opportunities presenting themselves in the construction supply chain?
JW: It’s not as active as it should be in valuable business forums like Constructing Excellence. There’s been an unequivocal need to address our environmental reputation to ensure the sector’s future prospects. While it’s been very proactive here, the sector has taken a more reactive position on construction supply chain issues, with a few notable exceptions.
We must now take a leading role in shaping the supply chain of the future by making sure the users of timber fully appreciate the environmental benefits of our sustainable, renewable product beyond chain of custody certification. And we must listen to our customers and help them deliver on their strategic objectives. The low value, commodity perception of timber must finally be made a thing of the past.
CH: What are the keys to shaping timber’s future in the construction supply chain?
JW: The two main elements are customer focus and quality research. We need to focus intensely on how we can help timber’s customers address their business needs, in tandem with considering the environmental agenda. Transport is an example with a dual benefit. By looking again at our logistics we could save costs, both to ourselves to customers, and also benefit the environment.
Developments like structural insulated panels and I-beams are the products of dedication to fulfilling customer needs plus detailed market research. To create more of these eminently successful products we need future-focused product development research. A number of trade bodies from across the supply chain came together in Scotland recently to begin leveraging necessary funding and to harmonise our research desires so we can all gain maximum benefits from any work undertaken.
CH: While research gets under way, how can we uplift the industry’s awareness of the market opportunities?
JW: Bringing your organisation up to speed with the government’s agenda for zero carbon newbuild homes by 2016 would be well worthwhile. The carbon reduction agenda runs right to the centre of construction policy and represents a tremendous opportunity for timber suppliers: it’s easy for housebuilders to achieve their carbon targets if they use more wood.
The TTF conference last year gave members a wake-up call on the changing construction market with presentations from end users Kingspan and Bovis Lend-Lease. We plan further sessions as part of our seminar programme over the next 12 months on issues such as partnering in construction and how to become part of these business-building supply chain initiatives. Companies in our sector need to align their business strategies much more closely with the opportunities available.
CH: If the routes to market are changing, presumably customer information requirements are changing too?
JW: Customers are increasingly getting switched on to the environmental information they need for their own marketing. Up-to-date information on life cycle analysis (LCA) of products and materials is required under the Code for Sustainable Homes. TTF and the other leading wood industry organisations are currently looking into the production of LCA information for timber products. In fact, the British Woodworking Federation and Wood for Good have already embarked on getting good, solid up-to-date LCA data for wood windows. It’s something that’s very much needed if timber is not to lose out to competing materials such as plastics which are already well-equipped with this kind of data. We want specifiers to have all the necessary information to make timber their first choice.
