KUALA LUMPUR: The Malaysian Timber Council (MTC) is reframing the ‘3D’ slogan for the country’s multibillion ringgit timber industry, one that is ‘Desirable, Deserving and Delightful’. MTC chief executive officer (CEO) Richard Yu said timber and timber products play a vital role in the global circular economy with improved perspective in the timber industry will ensure its sustainability and robustness.
Innovation coupled with visually pleasing designs, technological advancements and branding are key elements that industry players must embrace. “What we need is to convince ourselves. Our timber industry is not a sunset industry.
“We are in the east, so let be very objective and positive about it, we do see perhaps more prominently in the future side,” he told Bernama on the sidelines of MTC 2019 Familiarisation Programme for Local Journalists of Pahang, held recently. Elaborating further, Yu said reframing the 3D slogan would help it discover new markets, new products, new solution as well as new innovation.
“So once we have done that, we come out with product and solution that the consumer finds delightful on what we offer them, if we can do that, fortunately, we can retain this consumer because the fact anything about ‘Made in Malaysia’ products are desirable,” he said.
As of May 2019, the country’s total timber export reached RM9.1 billion with increased exports seen in products such as mouldings, wooden frames and furniture. Total export for the same corresponding period last year was RM8.9 billion.
Wooden furniture emerged as among the top contributors. In 2018, furniture contributed about 35 percent of the total export earnings followed by plywood at 21 percent. Currently, Malaysia’s biggest timber export market is Japan, followed by the United States, European countries, India and the Far East countries. As the total timber export continues to grow, the industry has to grapple with issues like the shrinking talent pool.
MTC according to him, hoped youths have the desire to develop their career in the wood-based industry to prevent job shortage. “MTC and other related agencies have its marketing arm in promoting better jobs to attract youths to start their career in this industry,” he said. – Bernama
