Story · 37:23
// THE QUOTE
“over the last couple years green fiber has been able to merge really over the last 15 years”
— Matthew Brennan · Thermo-Cell Industries Ltd. (operating as Thermocell / Greenfiber Canada)
Industry-structure story: fragmented hyper-regional cellulose makers consolidating to finally compete with multinationals like Owens Corning.
Full episode at 37:23Cellulose Insulation in Atlantic Canada: Fire Performance, Retrofit Moisture Risk, and the Net-Zero Shift | Thermocell & Greenfiber ▸
THE LESSON THIS CLIP CARRIES
Regional cellulose manufacturers historically fragmented their market message; Greenfiber's 15-year consolidation strategy is now allowing a cohesive brand to compete against Owens Corning at scale.
“it was hard to have a cohesive message against some of these massive multinationals like Owens Corning”
THE CHAPTER IT LIVES IN
Competition and Industry Consolidation
35:00
Clips like this, every two weeks.
SOURCE: 37:23 of Cellulose Insulation in Atlantic Canada: Fire Performance, Retrofit Moisture Risk, and the Net-Zero Shift | Thermocell & Greenfiber