I think there's not only the market, but that the strategy here should have a lot of different aspects. The first is the market development regarding the program of Canada Wood and EMO, but there's also a big effort that we need to make in innovation and new product development.
We are in the process of establishing a numeric world, like wood construction 2.0. As you know, we are still doing our buildings here like Noah's ark. We just change the hammer for an electronic hammer.
But a new industrialized technology is in development and it's growing very fast. We can feel it. We have big companies like Katerra or Polcom in Poland. The Germain Hotels just built two hotels, one in Calgary and one in Newfoundland. The Germain Hotels used Polcom, a Polish company, to do those prefab hotels here in Canada. What's that? They told me they were not ready to quote for it because they were not structured enough with the new numeric system. Wait a minute: What is our role here in the future? Do we want to sell 2x4s to Poland to make them ship housing kits back to Canada?
We need to wake up fast because this growing demand for wood frame construction because of carbon regulation in the world will create a big demand for these structural components and value-added products. We need to act now.