Our organization needed information and recommendations that would greatly impact the direction of our company. The Farnsworth Group delivered excellent results that provided us with knowledge to feel confident attacking identified opportunities to grow our business.


Tree Island Industries produces wire products for a diverse range of construction, agricultural, manufacturing and industrial applications. Its products include bright wire, stainless steel wire and galvanized wire; a broad array of fasteners, including packaged, collaged and bulk nails; stucco reinforcing products, engineered structural mesh, fencing and other fabricated wire products.

Tree Island has a dominant share in Western Canada, but new competitors are beginning to emerge. Tree Island has less presence in the U.S. due to their distribution and company strategies. In order to maintain their Canadian presence and increase their U.S. share they needed to understand:

  • What is the customer mix by channel?
  • What volume goes through each distribution step?
  • How do suppliers view brand, and imported products?
  • What must they deliver to their channel partners?
  • What are key purchasing drivers?
  • What is the revenue at each step of distribution across DIYers and Professional by product type?


Given the nature of the product, and The Farnsworth Group’s experience in researching commodity-based goods, the best method to capture reliable data was to field a quantitative study among five key channels. Quantitative research would also provide the sample sizes needed to properly define the market size and channel distribution of specific products Tree Island produces. All interviews were conducted via The Farnsworth Group’s call center, which regularly contacts building material suppliers, construction professionals and hardware consumers. A study was designed to quantify the answers Tree Island needed, while providing numerical data, which allowed for proper analysis on market and channel structure.


The Farnsworth Group was able to analyze the data captured from hundreds of respondents across the U.S. and Canada in order to answer all of Tree Island’s questions. The most important section of the report presented to Tree Island executives was a detailed map of each product that displayed product flow-through by volume from manufacturing to end-user. The Farnsworth Group was able to identify those areas of opportunity to grow Tree Island’s revenue, whether it was targeting a customer segment or partnering with a specific channel.

Tree Island also gained an understanding of the behaviors and attitudes of their suppliers. This identified areas of competitive advantage for Tree Island, their competitor’s strengths, and areas the marketplace does not perceive to be a high priority.

The data and report provided by The Farnsworth Group is a key element used by Tree Island to make long-range strategic decisions on the direction of their organization.

To learn more about Tree Island visit