The upsurge in prefabricated construction and the potential impact of the Wood for Good campaign has led to a counter-attack by supporters of brick and block.
The Builders Merchants Federation (BMF) is urging its members to financially support the Traditional Housing Bureau (THB), which promotes brick and block, in a public relations campaign pushing the benefits of traditional construction.
Timber frame supporters say the move is a measure of their industry’s success. Timber Frame Industry Association chairman Bob Macfarlane said: ‘Provided that campaign restricts itself to promoting the THB’s own product fairly and makes no attempt to misinform the public about other products – such as timber frame – then this is a legitimate marketing stance with which TFIA has no quibble.’
He said an adversarial approach within construction was thoroughly outdated, benefiting neither industry nor consumer.
In a letter to members, BMF president Stuart Mason-Elliott says: ‘The funding of the Bureau is limited at present to cement and concrete product manufacturers. It does not match the considerable spend planned by the timber promoters, including the three-year Wood for Good campaign which is costing £9m.’
He asks companies to take the matter seriously, warning of the possibility that builder’s merchants’ sales to house-builders will fall to very low levels if the trend towards prefabrication continues.
Mr Mason-Elliott cites Beazer‘s Torwood2 plant in Ipswich which plans to produce 2,000 units per year and adds: ‘It is possible that 80% of Beazer’s new homes will be pre-fabricated by 2006.’
This, he says, will impact on builders merchants sales as nearly all the materials used will be delivered direct by the manufacturer. He estimates the average value of materials sold per masonry house is £60,000, compared with just £20,000 for a timber frame house.
The THB has produced a Masterplan leaflet and a consumer magazine, Home Life, both promoting brick and block.
