Softwood Export Council Achieves $688 Million In International Sales For U.S. Softwood Suppliers
By Rose Braden
President
Softwood Export Council
rbraden@softwood.org
In a year when the nation has paid close attention to the effective use of federal funds, the Softwood Export Council (SEC) continues to demonstrate how government support can yield significant economic returns. Operating as a lean organization—with only seven staff and contractors managing programs across six international regions—the SEC maximizes its impact through strategic partnerships, technical expertise, and efficient use of federal resources. This work is only possible through support from the USDA Foreign Agricultural Service (FAS) and its network of more than 1,000 staff in Washington, D.C., and 95 global offices.
Throughout 2025, the SEC—working alongside government and industry partners—delivered major accomplishments that expanded global market access and strengthened demand for U.S. softwood products. In addition to hosting booths at 13 international trade shows, the organization led trade missions to Mexico, Japan, and Vietnam, connecting U.S. suppliers with importers and conducting educational seminars on U.S. softwood lumber grades and applications. Over the last five years, participants in SEC programs reported generating over $688 million in sales as a result of SEC programs, resulting in a $72 per dollar of federal funds used.
Mexico now stands as the largest international market for U.S. softwood lumber, with $246 million in shipments in 2025, largely for pallet and packaging production. Since 2022, SEC and its member, the National Wooden Pallet & Container Association (NWPCA), have organized trade missions and conferences that have generated more than $200 million in sales for U.S. companies. The annual NWPCA Mexico conference now draws over 350 importers, and the newly formed NWPCA Mexico chapter includes 45 members representing more than 70 percent of Mexico’s pallet production. The SEC is now expanding to increase opportunities for U.S. softwoods in Mexico’s fast growing construction and hospitality sector.
The SEC is also driving development of entirely new markets—both for innovative U.S. products and in emerging global regions.
For decades, Japan was the leading export market for high-grade U.S. softwood lumber produced in the Pacific Northwest. While demand for imported lumber has declined in recent years, Japan’s need for biomass fuel has surged. In 2025, Japan imported $1.4 billion in wood pellets, with wood pellet imports projected to reach $4 billion (20–25 million metric tons) by 2035. To generate opportunities for U.S. suppliers, SEC and its member, the Center for International Trade in Forest Products at the University of Washington (CINTRAFOR), launched a multi-year initiative in 2019 to develop an export-oriented pellet industry in the Pacific Northwest. Through feasibility studies, product testing, and buyer–seller exchanges, the region saw two new pellet plants permitted and one completed by 2025. These facilities are projected to generate $60-$80 million in exports and create approximately 100 direct and indirect jobs by 2026—representing an $8,000 return for every federal dollar invested.
FAS funding has also enabled successful exploration of emerging geographic markets. Since 2018, SEC-led buyer outreach in Pakistan has highlighted the advantages of Eastern White Pine. As a result, Pakistan is now the top export market for the species, with shipments totaling $30 million in 2025. This market development delivered a $381 return per federal dollar spent.
Additional technical and educational work is supporting long-term expansion into high-potential markets. Testing, training, and building code engagement in India resulted in the inclusion of Douglas-fir and Hemlock in the country’s national building code, opening access to a $2.5 billion wood products market. Field tests in Thailand have demonstrated the performance of preservative-treated U.S. softwoods in Southeast Asian climates, helping remove significant technical barriers to market entry.
Maintaining fair access to global markets also remains a core priority. SEC experts and member organizations participate in more than seventeen international standards committees to ensure that regulations support U.S. softwood competitiveness and counter efforts to restrict wood use. The SEC has also worked to protect U.S. industry from unfair trade practices, identifying Chinese passthrough products in Cambodia and helping initiate a successful anti-dumping claim against Chinese millwork producers. The organization is also actively engaged in U.S. efforts to address concerns with the EU Deforestation Regulation, which poses major risks for global market access.
Through efficient use of public resources, robust industry collaboration, and sustained international engagement, the Softwood Export Council continues to generate substantial economic value for U.S. softwood suppliers while strengthening America’s position in global wood products markets.
