TIMBER
W.Howard’s veneered product lines to its Manchester site created the space needed for a purpose-built operation, bringing every stage of production under
W.Howard’s direct control.
CLOSING THE LOOP ON MDF WASTE
W.Howard’s new subsidiary, Pillo, is transforming the way we deal with waste MDF by reusing wood fibres once destined for landfill to create a UK-manufactured, natural wood-fibre insulation.
A
s demand increases for faster, more efficient forms of construction, timber frame and offsite manufacturing are taking a larger
share of the UK housing market. According to the Structural Timber Association, more than 25% of new homes built in the UK now use timber frame construction, with this figure rising to around 80% in Scotland. For builders’ merchants, this growth reinforces the need to stock materials that support modern construction methods while meeting customer expectations around sustainability, performance and availability. For decades, MDF has been one of the few timber-based materials that could not be recycled. Once it reached the end of its life, it was often sent to landfill or incineration. Around one million tonnes of MDF are used in the UK every year, according to industry data from the Waste and Resources Action Programme (WRAP). Of that, more than 150,000 tonnes of MDF waste have been estimated to be either sent to landfill or incinerated without energy recovery in recent years, from the furniture sector alone.
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That is about to change with the arrival of
W.Howard Pillo, a natural loose-fill insulation made entirely from recovered MDF fibres and manufactured in the UK. Using recovered MDF fibres sourced and processed domestically reduces waste and landfill pressure, shortens supply chains and cuts transport emissions significantly. For builders’ merchants in particular, this represents a new outlet for recycled timber material that has traditionally had limited end-of- life options.
Pillo wood fibres, developed by MDF profile manufacturer
W.Howard Group, were created following a long-term research and collaboration project with Manchester-based MDF Recovery. The process separates and cleans wood fibres from waste MDF before converting them into a soft, high-performance natural wood fibre insulation. MDF material that was once discarded to landfill can now be transformed into a valuable, natural product while locking carbon back into the supply chain.
Production takes place at
W.Howard’s facility in Newtown, Mid Wales, following a £7 million investment in new technology and research and development at the site. The relocation of
The launch of the Pillo insulation product extends
W.Howard’s reach into the insulation market while still remaining closely aligned with its established expertise in MDF and moulding products. By recovering and reusing MDF wood fibres, the product reduces demand for virgin timber and supports a more circular construction economy. This gives merchants the opportunity to offer a sustainable insulation option that aligns with customer demand without compromising on performance.
Pillo has been developed for use in timber frame and modular buildings, closed SIPS panels, housing association projects and buildings up to three storeys high. As a loose-fill product, it is blown into structures either during manufacture or on site, ensuring complete coverage without gaps or compression. Once installed, it delivers consistent thermal insulation that helps buildings to retain heat and reduce energy demand over time. From a compliance perspective, Pillo achieves a reliable E fire rating and meets all relevant building regulations. The natural wood fibres also provide vapour permeability, allowing moisture to pass through the structure rather than becoming trapped. This contributes to healthier internal environments.
Simon Fleet, group commercial director of
W.Howard, says: “Pillo demonstrates what can be achieved when innovation meets determination. MDF fibres have always presented a significant recycling challenge, yet through persistence and partnership we now have a way to turn that waste into a valuable, high-performance material. It is a proud moment for everyone involved and an opportunity to help shape a more sustainable future for construction.”
Sustainability underpins every stage of Pillo’s design and manufacture, from sourcing and recovery through to production and packaging. By giving waste MDF a new purpose,
W.Howard is helping to close the loop on a material once seen as impossible to recycle. For builders’ merchants, Pillo offers a natural insulation solution that supports modern construction methods while aligning commercial supply with long-term environmental responsibility. BMJ
www.buildersmerchantsjournal.net February 2026
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