In regions of rich wood working tradition and technological know-how, we have a unique opportunity to add value by combining plentiful available wood waste and embedded technology in an up cycling synergy. All this associated with already present masterful abilities of processing this valuable resource. We strongly believe that our solutions will inspire many manufacturers already mindful of sustainability practices while empowering local networks to unite around the circular model. Viable solutions to major ecological challenges, especially climate change, will come from both incremental and disruptive innovations, as well as from the willingness of all the actors to contribute.