Business View Magazine | April 2021

57 BUSINESS VIEW MAGAZINE APRIL 2021 MA I BEC a long-lasting product,” says Labonte. “The way we approach a market is always to try to seduce the consumer by explaining the beauty of the product, the longevity, the warranty and then we sell through the business. Our approach is B2C2B (business to consumer to business) where we market our product to the consumer but we only sell to dealers or large hardware/home improvement centers.” Maibec understands the fact that not all people prefer solid wood. Therefore, three years ago, they added a first product line using OSB boards and lately, the CanExel product, another engineered base product with the sense of fulfilling the wishes of all end-user customers. The people who want the best look and quality for their home. Looking to the future, Labonte attests, “We want to be recognized as a North American leader in exterior siding systems. We are developing more market share. Now with our acquisitions, we are coast to coast in Canada and into the U.S.. So we are proud of that. Five years from now, we would like Maibec to be one of the top four or five companies mentioned when someone says, “You’re looking for a siding product? Call Maibec – they know siding!”