For decades, MDF has been one of the few timber-based materials that could not be recycled. Instead it often went to landfill or incineration, creating a gap in the timber sector’s otherwise strong recycling story. That is about to change with the arrival of W.Howard Pillo – a natural, UK manufactured loose-fill insulation made entirely from recovered MDF fibres.
Pillo wood fibres, from MDF profile manufacturer W.Howard Group, represents a significant step forward in efficient, sustainable manufacturing. Developed through 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. A material that was once discarded is now transformed into a natural, valuable material that also recaptures the carbon.
Pillo is produced at W.Howard’s facility in Newtown, Mid Wales, and is currently the only natural wood-fibre insulation manufactured in the UK. Establishing this site required a £7 million investment in research and new technology. The result is a purpose-built operation that allows the company to bring every stage of production under its own control to ensure a reliable, high-quality product.
The new business extends W.Howard’s reach into the insulation market for the first time, while staying close to the company’s core expertise in MDF products. By recovering and reusing MDF wood fibres, Pillo reduces the need for virgin timber and supports a more circular construction economy. It gives specifiers and manufacturers a sustainable alternative to conventional insulation materials, without compromise on quality or performance.
The product has been developed for use in timber frame and modular buildings, closed SIPS panels, housing association projects, and buildings up to three storeys high. Because it is loose fill, it is blown into the structure either during manufacture or on site, ensuring complete coverage with no gaps or compression. Once installed, the material provides consistent thermal insulation, helping buildings retain heat and lower energy demand throughout their lifespan.
In technical terms, Pillo delivers a reliable E fire rating and meets all relevant building regulations. The natural wood fibres also offer additional benefits such as vapour permeability, allowing moisture to pass through the structure rather than becoming trapped. This contributes to a healthier indoor environment and supports breathable wall systems that maintain comfort and air quality.
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 we now have a way to turn that waste into a valuable, high-performance material.”
By producing Pillo in Wales, W.Howard is reducing the need for imported insulation materials, cutting transport emissions and strengthening the UK supply chain. Local production also supports regional employment and adds resilience to a market that is increasingly focused on home-grown solutions.
Sustainability sits at the centre of Pillo’s design and manufacture. By giving a new purpose to waste MDF, the company is helping to close the loop on a material once thought impossible to recycle. This supports the wider goals of the UK construction sector as it works towards net zero carbon targets and greater resource efficiency.
For architects and specifiers, Pillo represents a genuine alternative to traditional insulation materials that combines natural composition with strong performance, durability and peace of mind that the product supports a more sustainable construction future.
www.pillowoodfibre.co.uk