The Poplar and Willow Council of Canada (PWCC) was established in 1977 as the Poplar Council of Canada (PCC) to bring together representatives from industry, land owners, universities, research institutions and federal and provincial governments to work together in support of the wise use, conservation and sustainable management of Canada's private and public poplar and willow resources. The name was changed in 2014 to include willow explicitly.
The role of the Poplar and Willow Council of Canada is twofold. Externally, the PWCC promotes its goals and objectives by:
- informing policy makers on the issues and challenges that are important to its members;
- providing guidance to the research community on topics that have significant impacts on willow and poplar management; and
- providing information to the public on the benefits and opportunities arising from the wise use, conservation and sustainable management of poplars and willows.
For its members, the PWCC provides a forum for the exchange of information on poplar and willow research and management practices through a number of activities.