Mission :

To offer an exclusive, high quality line of wood products sourced from around the world, package them consistently, and distribute them to the Independent Retail Lumber Dealer.

Why Better Brand?

We saw that the Independent lumber dealer was being squeezed by the growth of the “big box” retailers. Big Box consumption of specific, high-end grade product marketed as “Prime-Cut” and “Top Choice” was eating up the market. Also, rail infrastructure is unable to meet today’s commerce demands!

This reduction in quality product available to the independent and PRO dealers through Canada and the US was alarming.

The Result:

Independent distribution has turned to Europe for quality products.
This has produced challenges for US buyers:
  • There are many foreign mills & wrappers - confusing!
    • Variances in supply/tallies
    • Variances in quality And….The Big Boxes are now turning to Europe for premium fiber!

    Better Brand has decided to do something about this!

The Fight for the best fiber

The Japanese market has embraced the J-grade, and Big Boxes have secured the majority of the #2 & Btr grade….Leaving minimal premium fiber for the independent marketplace!