New Sourth Australian timber promotion campaign

New Sourth Australian timber promotion campaign

Friday 20 Feb 2026

The South Australian Forest Products Association (SAFPA) , in partnership with the South Australian Government, has launched a new Timber Promotion Campaign designed to celebrate and showcase the everyday role timber plays in South Australian homes, workplaces and across the broader economy.

Supported by the South Australian Government and the Minister for Forest Industries, Clare Scriven, the campaign will highlight the beauty, versatility and sustainability of locally grown and manufactured timber — from the frames that hold up our houses to the cabinetry in our kitchens, the floors beneath our feet and the walls around us.

SAFPA Chief Executive Officer Nathan Paine said the campaign is about helping South Australians recognise just how present timber already is in their daily lives. “Timber is all around us – in our homes, our offices, our schools and the places we gather,” Mr Paine said. “It forms the structural frames of our houses, the cupboards in our kitchens, the flooring in our living rooms and the wall linings that shape our spaces. In workplaces, it’s found in desks, shelving and fit-outs, and behind the scenes it is pallets and packaging that keep goods moving through our economy every single day.”

Mr Paine said the campaign deliberately shifts the focus from technical industry language to tangible, relatable examples that people see and touch every day.

“This is about celebrating timber as something familiar, reliable and proudly South Australian,” he said. “It is renewable, it stores carbon, it supports thousands of regional jobs – but most importantly, it is part of how we live.”

The campaign will feature digital storytelling, pop-up showcases, professional education sessions and community engagement activities that visually demonstrate how timber is used across homes, commercial spaces and logistics networks.

The Timber Promotion Campaign aims to:

Celebrate timber in everyday life – from house frames, cabinetry, floors and wall linings to office furniture and interior design;
Showcase timber in workplaces and public buildings, highlighting its warmth, functionality and modern applications, including the use of mass timber in mid- and high-rise construction;
Recognise timber’s economic role, including pallets, packaging and supply-chain infrastructure that keep industries moving; and
Build community awareness of timber as a renewable, sustainable and practical material for the future.

“The strength of timber is that it is both visible and invisible – we see it in our homes and workplaces, yet we rarely stop to consider how essential it is to daily life and economic activity,” Mr Paine said.

“This campaign is about pride in what we grow, what we make and what we build here in South Australia. More importantly, it is about reminding South Australians that we are the birthplace of Australia’s plantation forestry industry, and that maintaining the capability to grow and manufacture our own timber products underpins our ability to build homes, support economic growth and sustain our way of life.”

“We hope this campaign will engage both consumers and business decision-makers, encouraging them to choose South Australian timber products and support an industry that is fundamental to our communities and our economy.”

SAFPA recognised and thanked the South Australian Government and Minister Scriven for their support in elevating timber as a material that is not only sustainable and renewable, but deeply embedded in the way South Australians live and work and foundational to the State’s future prosperity.

Source & image credit: SAFPA

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