By Ferdinand Senam Hassan and Ramaano Ramapela of the University of Pretoria

The 18th Green Building Council South Africa (GBCSA) Convention challenged the construction sector to "Step Up to Next," and, amidst discussions on net-zero ratings and energy efficiency, one message rang out louder than others: the "next" step in sustainable construction is grown, not mined.

For the Growing Timber Connections team at the convention, comprising honours marketing management students from the University of Pretoria (UP) and supported by professionals from the timber industry, the November 2025 convention in Cape Town was more than a networking opportunity. It was a strategic platform to showcase timber as the leading material for a decarbonised future.

This is the story of how the timber campaign at the GBCSA was conceived and brought to life.

Planting the vision

The York Timbers Chair in Wood Structural Engineering at UP is a partnership between the University and York Timbers. It is chaired by Prof Schalk Grobbelaar and aims to promote the adoption of structural wood products for a sustainable built environment in South Africa.

To advance this goal, the Chair oversees several Growing Timber Connections initiatives, including:

• The Protobuilding Programme equips students with the knowledge and skills to integrate design for manufacturing, assembly, deconstruction, and reuse (DfMADR) principles into timber-based construction using engineered wood products.
• The Timber Construction Colloquium showcases emerging timber research in South Africa.
• The Timber Construction Conference brings industry leaders and technical experts together to highlight advances in timber building technologies.

Sprouting ideas

Participation in the Green Building Convention, South Africa's most influential gathering of sustainability-focused professionals in the built environment, is another significant component of the York Chair's outreach strategy.

This year's initiative began with a partnership and a challenge. The collaboration between the Graduate School of Technology Management and the Department of Marketing Management at UP challenged Honours marketing students to:

• Develop a comprehensive marketing campaign to promote timber construction events.
• Design a creative and impactful Timber Stand for the GBCSA exhibition to promote the use of timber in the built environment.
• Develop a marketing campaign to generate interest and attract visitors to the stand, and effectively communicate the value of timber construction.

Several groups presented ideas, and the top-performing teams were selected to refine the final campaign.

Nurturing growth

To prepare for their campaigns, the students participated in an intensive orientation programme on the timber value chain. Industry visits to the Sonae Arauco and York Timbers facilities in Mpumalanga introduced them to the timber value chain.

A visit to Mass Timber Technologies (MTT) in Johannesburg gave them insight into the production of mass timber panels. Internal workshops at UP, including presentations from the Structural Engineering, Architecture and Technology Management teams, provided the students with a multidisciplinary view of timber construction.

Finally, the students' involvement in the Timber Construction Colloquium and Conference reinforced the potential benefits of mass timber, deepening their understanding and confidence.

Branching out

The Timber Stand for the convention was conceptualised by marketing and architecture students and then designed by the protobuilding team. The goal was for a modular design with small, lightweight pieces for easy transportation. Using parametric design in Rhino and Grasshopper, the Protobuilding team designed a slotted system with easy-to-carry panels that expand to fit the stand size and nest together.

York Timbers supplied the wood while RAW Modular manufactured the stand. The butterfly table centrepiece, which represented the outsized impact of small, deliberate actions, was manufactured by MTT. Rubio Monocoat provided the final surface treatment. In keeping with modular and DfMA principles, the panels were installed on-site by the marketing students in under 60 minutes, despite having no prior experience!

Let timber lead

The stand was well-supported by marketing resources from several stakeholders, including Sawmilling South Africa, the Forest Stewardship Council, Earthworld Architects, JNA Group, Rothoblaas, WISA-Birch, Lunawood, ProNature, Terraverta, and Woodtechie.

With their help and armed with the knowledge they had gained over the previous months, the students, now timber enthusiasts in their own right, welcomed convention delegates to the Timber Stand.

Harvesting the impact

The Timber Stand was the star attraction at the GBCSA. Delegates stopped by to photograph and examine its construction, and question the students about its purpose and design. Technical queries were handled collaboratively by the students and attending experts. Engagement was further enhanced by interactive elements, including a rapid chess competition, mini-golf, and souvenirs sponsored by partners.

New roots

After the convention closed, the Timber Stand did not end up in storage or as discarded exhibition waste, an unfortunately common fate for most conference structures. Instead, staying true to the principles of DfMADR, the stand was quickly dismantled with minimal effort. Every panel, connector, and surface was removed without damage and prepared for relocation.

The stand has now found a new home in a Langa community centre in Cape Town, where it continues to serve a purpose beyond its original brief. Its relocation demonstrates exactly why DfMADR is not an abstract concept but a practical solution for reducing construction waste and extending the lifespan of building components.

Sowing for the next season

The 2025 GBCSA Convention concluded with a renewed commitment to prioritising embodied carbon reduction in the South African built environment. As a carbon-storing material, timber is well-positioned to support organisations seeking to reduce their embodied carbon footprint. The range of contributors to this year's Timber Stand makes clear that the timber value chain in South Africa is ready to meet this demand.

As the Honours Marketing students complete their studies, a new group of students are preparing to take up the Growing Timber Connections project in 2026. Their challenge will be to deepen the engagement and continue strengthening the bridge between academic research and industry practice.