Making a Green Industry Greener: CPS Wood Products Shatters Lumber Misconceptions with Innovation

Recognized for its efficiency, durability, wide applicability, and – most importantly – its renewable properties, wood’s popularity as a construction material has surged in the last decades. Many studies have attested to wood’s sustainability, finding that wood buildings consistently use less energy and emit less CO2 than non-wood constructions. Though the only major building material derived from a sustainable and renewable source, the public’s perception isn’t devoid of eco-conscious concerns, namely deforestation. CPS Wood Products, a Canada-based lumber manufacturer, acknowledges the skepticism with its innovation and planet-forward ethos, showing that, even when it comes to environmental health, nothing is ever black and white. 

“The industry has always been grappling with society’s misplaced trust, with people believing that cutting trees is undisputably harmful,” explains Shawn Hicks, CEO. “The thing is, it’s not the entire field that’s the issue but some techniques that are used. Every company and every region follows different guidelines and those who use harmful tactics are swaying the public's perception in the wrong direction.  If you rely on sustainable forest management and follow guidelines, wood will always be greener than metal or plastic.” 

This apprehension, according to Shawn, can be alleviated by analyzing trees’ life cycle, which has been dissected in a recent World Economic Forum report. The most important role trees play in the environment is absorbing carbon from the atmosphere to store it within their biomass. With the average life cycle of a Canadian tree at 80 years, it will release carbon back into the environment when it dies and continue to do so as it gradually decomposes. The re-release can, however, be prevented by processing and repurposing the material, with the process of trapping carbon. With that, trees offset carbon emissions significantly, matching the amount produced by traditional concrete or steel buildings in storage. 

“Planting and growing trees, harvesting them, using as much of the material for as long as possible, and repurposing it after decades of use is what benefits the environment the most,” adds Shawn. A self-declared ‘responsible corporate citizen,’ the CPS supply chain is FSC® Certified through the Rainforest Alliance, ensuring that every wood pallet, crating, and bedding product is the most eco-friendly choice possible. 

Founded in 1975 by Shawn’s uncle, the company has remained with family ties for 50 years, leading its clients toward sustainability since its nascent days. Since stepping up as the leader in 1991, Shawn defied a then-shrinking industry with passion and innovation, driving annual revenue from $2 million per year to a peak of $123 million. This exemplary success can be attributed to a fusion of business acumen, genuine dedication to maintaining a standard of customer care and quality, and constant improvement but most importantly, utilizing materials in the right way, ensuring a greener industry for all.  

Innovating an industry with an already promising sustainability impact, CPS takes lumber eco-consciousness even further. For instance, while the unutilized part of the wood is traditionally turned into paper or burned for fuel, CPS salvages the entirety of its wood from the construction industry, ensuring that not a single tree is cut down for its products, salvaging the 11% (known as industrial grades) of the tree that does not meet construction grade.  

Once the company secures the industrial-grade material, it performs comprehensive, cutting-edge design engineering, powered by Virginia Tech Institute software. Through CAD and other technologies, CPS can successfully predict the lumber required for packaging, working relentlessly to minimize its use. Clients also benefit from this innovation, receiving a high-quality product at the lowest price possible while knowing they contributed to a greener socioeconomic climate.  

“Even when we include carbon released during shipping, processing, milling, and other production factors, CPS can trap in excess of 1 pound of carbon per 1 board feet of product,” shares Shawn proudly. “When we first started over five decades ago, we were some of the first to encourage people to use spruce over other, more harmful materials – long before green movements overtook the world. The CPS family has been innovating since day one, and modern technology makes the possibilities even more boundless.” 

While local spruce and pine are at the center of CPS’ offering, due to structural integrity and safety requirements, the company provides products from other materials, like Southern yellow pine or hardwood, when necessary. Regardless of individual needs, the firm leaves no stone unturned, utilizing only the highest-quality materials while maintaining its green focus. 

CPS’ mission of elevating a sustainable industry further is fueled by its strategic location. With its corporate offices located in Canada, where 90% of the area is covered by Crown Land, regulations are stringent. From rules that forbid people to harvest trees in close proximity to creeks – to ensure shelter for wildlife – to requiring two trees planted for every one harvested, CPS’ operations strive for the maximum level of sustainability. 

In 2025, CPS remains focused on empowering clients with high-quality, green solutions, looking forward to potential industry developments, including carbon credits. “The goal is always to help our customers transport their goods to market at the lowest cost possible, with the minimum environmental impact,” reflects Shawn. “While misconceptions permeate all industries, it’s crucial to understand that, with adequate care and the right methodology, the future can be bright – that’s what’s been driving us for 50 years, and that’s what will keep us at the cutting edge of lumber.”