The core challenge that the industry is facing is transformation in the area of automation adoption, among others. It has been 29 years since the Malaysian Timber Council (MTC) started its operations, but it remains ever true and passionate to its vision of being the lead organisation that develops the Malaysian timber industry into a world leader in the manufacture and trade of timber products. This determination is reflected in its Five-Year Plan (2019-2023), which lays out MTC’s strategic direction in the planning of its programmes and activities, aligned with its vision and mission. The plan is made up of four key thrusts and 14 focus areas to address pressing challenges, with seven must-wins to achieve for 2021.