In this study, the potential for increased consumption of wood in Ontario non-residential building construction is estimated based on a 47-building sample of 2005 building permits in the cities of Kitchener and Waterloo. For the sample, structural materials were determined through phone surveys with each architect or contractor. Each project was then compared against the height and area limits for combustible construction in the Ontario Building Code. Actual market share for wood is described, as well as potential market share if all buildings allowed by code to be wood actually were. Then, potential incremental wood volume consumption is calculated for this currently uncaptured market. In addition, local design practitioners were interviewed (seven people in five offices) to help clarify the construction environment and attitudes towards wood in this region. The survey data, the interviews, and previous research on non-residential growth potential were then synthesized into a set of near-term recommendations for the Ontario WoodWORKS! program.