In today’s timber industry, quality, compliance and sustainability are more important than ever. As regulations evolve and customer expectations continue to rise, businesses need experienced professionals who can navigate complexity while maintaining the highest standards. At CTH, that responsibility sits with Genevieve Ding, Head of Quality and Environment.
With a deep understanding of quality management, environmental responsibility and industry compliance, Genevieve plays a vital role in ensuring the business continues to meet the rigorous standards expected by customers, suppliers and certification bodies alike.
Working across both Falcon Timber and Hoffman Triesse, she helps oversee systems and processes that support product quality, responsible sourcing and environmental performance, while ensuring the company remains aligned with industry requirements and best practice. However, her route into the timber industry was far from conventional.
Genevieve began her career working in accounts within her father’s business before taking time out to raise her family. Upon returning to work, she joined a timber importing business as an Accounts Assistant. It was there that she was introduced to compliance responsibilities, balancing both accounts and compliance duties part-time. What started as an opportunity to try something new soon became a fulfilling career path.
“I was looking for a challenge and an opportunity to learn something different,” Genevieve explains. “Compliance gave me exactly that.”
Why Quality and Compliance Matter More Than Ever
Over the years, she has witnessed first-hand how dramatically the role of quality and compliance has evolved. What was once considered a small, often overlooked function has become an essential part of every successful timber business.
“The change has been huge,” she says. “A few decades ago, compliance was often a part-time responsibility or treated as a box-ticking exercise. Today, expectations have changed significantly. Legislation has evolved, customer scrutiny has increased and businesses are expected to do the right thing.” A value that aligns perfectly with CTH’s.
For Genevieve, quality and compliance are about far more than processes and paperwork. They are fundamental to building trust, protecting standards and supporting the long-term success of the timber sector.
“Quality and compliance underpin everything we do,” said Genevieve. “They provide the confidence that customers, suppliers and stakeholders need while helping businesses operate responsibly and sustainably. It is incredibly rewarding to be part of an industry that continues to raise standards and drive positive change.”
Building Trust Through Standards
In an industry shaped by changing regulations, environmental commitments and supply chain transparency, getting things right has never been more important.
“It’s an ever-changing landscape,” she explains. “More than ever, businesses need to act responsibly, both from a moral perspective and a safety perspective. Quality management is about understanding requirements, applying them effectively and ensuring they become part of everyday business culture.”
Strong quality standards bring clear benefits to customers, providing reassurance that products meet expected standards while creating confidence in the businesses they partner with.
“Good compliance creates peace of mind,” says Genevieve. “Customers trust us to do the right thing and, in turn, that allows them to pass that confidence and knowledge on to their own customers.”
Throughout her career, Genevieve has also seen a fundamental shift in attitudes towards environmental responsibility.
“When I first started out, sustainability was sometimes viewed as a tick-box exercise,” she says. “Today, it’s one of the most important aspects of our industry. Responsible sourcing and sustainability are always at the forefront of customers’ minds and importantly, we genuinely want to do the right thing.”
That commitment is particularly important when considering the future of timber as a sustainable construction material.
“Responsible sourcing is absolutely critical,” Genevieve explains. “The future of timber construction depends on sustainable forest management. If we don’t work with responsible suppliers, we simply won’t have a future industry. It only works if it is managed properly throughout the supply chain.”
Balancing commercial objectives with environmental responsibility can sometimes be challenging but Genevieve believes the two increasingly go hand in hand.
“There will always be competing priorities but at CTH we take sustainability incredibly seriously. Sustainability and ESG are high on our agenda and they’re central to how we plan for the future.”
Indeed, one of the developments that excites Genevieve most is the growing focus on Environmental, Social and Governance (ESG) initiatives across the industry. Having long held an interest in this area, she is preparing to take the next step by leading a newly established ESG committee within CTH.
The timber industry itself has undergone significant transformation during her career, with increasing focus on responsible sourcing, environmental stewardship and transparency throughout the supply chain. Genevieve has been at the forefront of supporting these developments, helping to ensure that compliance and sustainability remain integral parts of the business.
Industry Forward
Her work also reflects a wider commitment to the future of the industry. By championing robust standards, encouraging continuous improvement and promoting responsible business practices, she contributes to strengthening confidence in timber as a sustainable and trusted building material.
Colleagues describe Genevieve as knowledgeable, diligent and passionate about doing things the right way. Her expertise, attention to detail and collaborative approach have made her a valued leader within the organisation and a trusted voice on matters of quality and environmental management.
“Genevieve’s commitment to excellence helps ensure we continue to meet the highest standards across our business,” says Steve Whysall, Technical Director. “Her knowledge and dedication not only support our customers and suppliers but also reinforce our commitment to responsible and sustainable business practices.”
For Genevieve, much of her motivation comes from making a positive difference while helping others navigate compliance requirements.
“I always say that I don’t want compliance to be in anyone’s way,” she says. “My role is to help people understand what is required, apply it effectively and ultimately support the business in doing the right thing.”
She believes success in quality and environmental management relies on a combination of technical knowledge and strong people skills.
“Communication, interpersonal skills and analytical thinking are all essential,” she explains. “You need to understand legislation and technical requirements but just as importantly, you need to be able to interpret them, apply them to the business and help others understand what they mean in practice.”
Looking back on her career, Genevieve is proud of the journey that has brought her to where she is today.
“It’s not one single achievement,” she reflects. “It’s a combination of experiences and opportunities that have led me here. Over the years my role and responsibilities have grown, and I feel fortunate to be part of a business like CTH, where the company’s values align so closely with my own.”
As the timber industry continues to evolve, professionals like Genevieve will play an increasingly important role in helping businesses navigate change while maintaining the standards that customers rely on.
And for those considering a career in timber, she is keen to challenge common misconceptions.
“The timber industry is so much more than just selling pieces of wood,” she says. “There are opportunities across every stage of the supply chain and in a huge variety of roles. If you’re willing to work hard, listen and learn, there’s a place for people with all kinds of skills and backgrounds.”
Through her dedication to quality, environmental responsibility and continuous improvement, Genevieve continues to make a lasting contribution to both CTH and the wider timber industry, helping ensure it remains responsible, resilient and ready for the future.
