Help Define a New Name for SBC

Written By Andrew Morrison
May 11, 2016

people standing atop straw bale wallThis may sound crazy at first glance, but I need you to help define a new name for straw bale construction. I recently sat with a LOT of straw bale builders, architects, and enthusiasts at the twentieth anniversary of the California Straw Builders Association (CASBA) and discussed the myriad of reasons as to why interest in straw bale construction continues to decline in the United States.

One thing that we could all agree upon is that straw bale construction has so much to offer the housing and construction industries and that we need to find ways to bring this amazing technology to the larger arena.

Many of us have been working hard for years to do just that; however, our efforts have not had the impact that we would have liked. Google shows a steady downward trend in keyword search results related to straw bale construction, and that trend has been moving downward for at least 10 years. This seems crazy to me because there have been so many improvements in the technology and advances in the cause.

For example, a straw bale house from Arkin-Tilt Architects was named the house of the year by Fine Homebuilding Magazine; we have a newly approved national construction code for straw bale construction; more and more architects, builders, and homeowners  are aware of the benefits of straw bale construction.  And yet, the downward trend continues.

So what can we do? My approach in this moment is to change the way we talk about straw bale construction such that it can be more accepted in the mainstream. After all, if you talked to people about building a house made of dirt, chopped straw, and cow manure, chances are pretty good that people would think you were crazy. On the other hand, if you mention that you intend to build an adobe home, people will be more likely to say: “cool!”. Same materials, sexier name.

So how do we refer to straw bale construction in a new way? We know it is super energy efficient, sound proof, and fire resistant. We know that it is made of natural materials and performs extremely well in high winds, earthquakes, and other natural disaster scenarios. We know that the thick walls are beautiful and provide high levels of carbon sequestration. We know so much, just not what to call it that makes it sounds as sexy as it really is.

We need a new name; one we can all get behind and present to the world in a new and powerful way. What ideas do you have? Please comment below with your ideas and share this article with anyone you think may want to help define the way forward for this amazing building technology.

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139 Responses

  1. Correct me if I’m wrong, but you gave the example of adobe, and I think cob would be another example, where you have a word rather than a description (or acronym for a description). There are definitely some cool words that originated as acronyms – laser, radar, etc., but generally, using a description, no matter how clever, can confuse and over complicate, especially when you’re talking about the consumers you want to be bringing on board. Suggesting Allwin was an attempt to create a new word, but also incorporate the sales pitch that it’s “all win”. Regardless of who you’re talking to, the customer, the architect, an engineer, a government official, etc, they’ll all have different criteria they want to see, and if you start with a name like “Allwin” and say it’s because it’s a win win win on all levels, they’re likely going to be slightly excited and interested before they know anything about it. I think that’s the point – “straw bale” puts you in a position of having to defend against a slew of potential negative assumptions and preconceptions, most of the technical names proposed will turn off a lot of non-technical customers, whereas “Allwin” puts you in the position of confirming people’s hopes that it will meet their specific needs, while also showing a host of other benefits that they may not care about as much but hey, if they’re thrown in for good measure, why not! It appeals to emotion and desire and knee-jerk reactions. You’re starting with the person being on board before they know anything about it. We’re talking branding, and theres a reason there are no top brands that have names like RALFS for a shoe company for “Rubber And Leather Foot Support”. Not wanting to shoot people’s ideas down, a lot of the suggestions are really clever, just trying to really stick to the intent of the request.

    Incidentally, where I live, a small island on west coast Canada, I only know of straw bale houses being built, or having been recently been built, or planning to be built. A cord wood house went up a while back, but recently it’s all straw bale.

  2. I’m thinking that new terminology can work twofold by increasing interest by identifying strawbale as a solution to existing problems with modern construction. I also think the more specific the better. People of all kinds of mindsets are moved through emotion. So maybe a guiding question would be what about typical construction negatively impacts the people we are trying to reach on a personal level. So we could meet people where they are at and invite them to look deeper at issues we all deal with…

    I’m thinking:
    -carcinogen free structural cellulose

    Maybe sustainable structural cellulose? But even though the thought of being sustainable moves me it probably doesn’t evoke the same emotion on a personal level for everyone. Nobody is going to type either into their search engine but if I saw an article about a Carcinogen Free Structural Cellulose house it would make me stop and think “there is what in my standard frame walls?!”

  3. Immediately my thoughts were about people’s preconceived ideas, many on this thread have pointed to different parts of the same reasoning. It is hard to sell an idea to someone who has already decided we are mad.

    Interestingly, when we tell people we live in a straw bale house they are always intrigued and want to know more. Maybe this is to do with the people we talk to or the country or some other weird thing, but no matter who we talk to about it they love the fact that we have practically zero ongoing costs in running our house…

    To me I was leaning towards Eco block construction or similar (although this is vague).

    I, as a bit of a pain would hate to think I need to hide the construction method but sadly people are people.

    Another one of the problems we face is that people always seem to conjure up hippie style muddy environments etc when thinking of SBC.

    Btw my building inspector came in a while ago to check the internal framework, after an hour and a half of him telling me how lovely the home is, how calming it is, what an escape from the world etc I had to force him to check the frame work. (He dismissed me and said, oh it is fine).

    Maybe this is how we win people over one or two people at a time.

    I was convinced to look at SBC by a building inspector.

  4. Hi Andrew ! after reading through all the posts , and because I,ve been in the construction trades for over 20 yrs…in the bay area and surrounding areas – along with dealing with the cities inspection department , …and most of all the clients ; the comments from Justin seem the most comprehensive . Most people looking into new construction are becoming more aware of higher efficiency building choices – not just windows and appliance . The thing that you want to do is capture their attention with a simple , concise phrase or sentence , which then they can investigate further – otherwise , with a long intro , they’ll not understand and loose interst simply because they don’t understand & think it’s too complicated . So I definitely vote for NCB , High Performance Home ! Thank you Andrew for what you’ve brought to the building industry and impacted far more people than you can imagine ! And a huge shout out to your wonderful wife , for all the work & support she contributes ! Tish

  5. BPC – BioPerm Construction

    Really, that could apply to a lot of different materials so may not get differentiated from those other materials. Which could be a good or bad thing depending on how to push the codes.

  6. Wheat House. John Denver’s song with the “gold was just a windy Kansas wheat field” line as the theme music.

  7. Stabale Construction. from STrAwBALE, cool word like “adobe” that also implies stability. Pronounced “stay’-bale”

  8. hi I was at ISBC 2106 nz & the theme for the conference was ‘ultra low carbon construction for 21st century’ not really a name suggestion but may help more creative thinkers, for ideas whatever it is it should encapsulate the ideas of ‘healthy, super strong,warm, fireproof,breathable,low embodied energy etc’ finally for those of us that are faced with the 3pigs images when discussing, bale building. get a copy of “Bali’s version of: The Three Little Pigs” by Jeni cardinal its a kids book but it tells it in a fun way, that even adults will ‘get it’ about bale building

  9. Many of these suggestions are too complex, with too many buzzwords. I would propose ‘Organic Masonry’ Or ‘Organic Masonry Blocks’.

    Things labeled ‘organic’ seem to be all the rage these days, so I think we can have that one buzzword without sinking the ship.

  10. Hi Andrew,

    As a 20 year strawbale builder I agree that we could improve the way we promote these methods to achieve more mainstream acceptance. However, I don’t think a name change is a good idea.

    I can foresee trying to explain what the new named method actually is which ultimately would involve the word “straw”. And we are back to where we are now and would abandon 20+ years of promotion of strawbale building.

    Plus, as you mention we now have “Appendix S – Strawbale Construction” as part of the building code. This is a huge reason to continue with strawbale.

    I applaud all you have done for strawbale building through your workshops, videos, and website. I agree with a lot of your education and wish you continued success.

  11. I agree with Jennifer. Have wanted to build a SB for decades but I can’t do it myself. So what do you do? Don’t want to give up on my dream esp. with the more dramatic weather changes seen in the Midwest. I have toured two local SB houses and I immediately felt safe, secure and “at home”. After that, I wanted one more than ever!

  12. Eco-tech wall construction. Eco: ecology, green building. Tech: Technical, implying precise, scientific methods and techniques. (People like technology and like to think modern technological processes are advanced).

  13. Energy Efficient Cellulose Block construction. That’s what we called it when we put our plans through the building department as the first ever in our area. Straw is cellulose after all. It helps disconnect the stereotypes about straw and creates a new understanding of what it can be.

    When we used manure in our earthen plaster we called it : pre-processed cellulose by-product for the same reason.

    Yes, we were approved. Been living in it over a decade. Many of our friends love it but won’t build with it simply because the build is so very labor intensive.

  14. check out the tiny house movement for ideas too.. tiny home enthusiasts could build with straw! Connect with these groups on facebook for example, and events..

    check out earthships website for an international ‘pockets of freedom’ map, where we may build more naturally! I agree with town issues, I built a tiny home off grid, and have trouble from the town – they told me I may only live there 180 days a year!?

    What about working with communities.. also a growing movement!

    Speak (marketing) to climates in which straw bales may be built, another objection I hear frequently is weather.. most people I talk too believe it must be in the desert!

    Although I love “Straw Bale” it couldn’t be more clear what you do, and some day I wish to attend a workshop, here are some name suggestions:

    Adobe Agape (Love in Greek)

    Adobe Love

    Earth Bricks

    Earth Brick

    (a by line for any of the above) big or small, do it yourself homes by nature

  15. There are so many brilliant suggestions here, it feels as though people have already covered all the bases!
    I also feel that people resonate with acronyms – both because it “hides” the word they might be unconsciously uncomfortable with, AND because it “sounds” high-tech (and therefore desirable!) AND because they want to sound knowledgeable …
    And others of the suggestions too – Allwin was another one which particularly stood out – which simply sound “official” but at the same time work at a subconscious level for that feelgood factor…

    I’m in utter awe of all the work you do, Andrew and Gabriella, and longing for the day when I can afford to join one of your courses (or win a place!)… and even more, for the day I can afford to buy land and build my own home! THANK you for giving hope and inspiration to so many of us.

  16. How about ‘Stucco Bale’ construction? Or ‘plastered bale’ construction?

    Just a couple off the top of my head. I’ll keep working on it. Been wanting to build one for about 15 years-maybe this will be my year!!

  17. What is the Target audience for the sell – various. Most important business analysis – Know your market. SWOT analysis -Strengths Weakness Opportunities Threats.

    Home construction is a big competitive business. Many designers, manufacturers speculative builders using veneer construction who have market share and lobbyists well entrenched in every level of the community psyche. Quick n easy, Known & accepted. Build facing the street not the winter sun.

    Re-branding Hmm…? Main stream perceptions – an ‘Alternative’ building construction. I guess mainstream building techniques it’s like the food industry – fast convenient not that healthy but available and easy access accepted by most but not really a good thing instead of food grown locally, pesticide & chemical free.

    Show the end / finished home , maybe not just is the woods or surrounded by nature but in the suburbs first. Then construction method second. If you must face the street (Roman style) the home blends in. Can you see the weirdo straw bale home? Does it stand out form the rest or is its thermal secrets hiding discreetly behind the street facade and a wry smile because you don’t have the outrageous heating cooling costs of your neighbour… Not the romantic messy plastering and group hug that so many westerners are afraid of.

    “Sun blocks”, grown by the sun, dried by the sun.

    Now providing protection from the harsh summer sun.

    The golden ring of confidence in your home. LOL

  18. Great ideas so far. Ultimately, simple labels are ones that stick. Does anyone know whether other alternative building methods are also declining? Does cob construction have similar negative connotations, for instance?

    Jennifer’s comment about not being able to build a straw bale house by herself is a strong point, and I think it relates to local codes in that as codes become more stringent and standardized, owners are less able to do the work themselves, which means they have to rely on “professionals” who may be unversed in or unwilling to work with alternative methods. The new international code may go a long way toward helping this, but contractors and plumbers and electricians, etc. must be willing to embrace the movement.

  19. Here’s a slight variation on some other ideas:

    Cellulose/plaster construction

    (both are essential elements of straw bale; the bales are just convenient units of cellulose)

  20. Side note: Please, please don’t refer to straw as “agricultural waste” – when composted, it returns nutrients to the ground and helps reduce topsoil loss. I think building with straw is great, in fact we live in an owner-built straw-bale house, but straw is also ecologically highly valuable to re-incorporate into the soil when running farms organically, as we do. If organic material grown from the soil is not consistently cycled back into the soil, soil becomes dependent on inorganic fertilisers and fossil-fuel agriculture. So, building with straw does come with an ecological cost, although it’s a lesser cost than many other building materials. There really is no free lunch – just kinder lunch.

    Pics of our build and organic farm (honey and free-range grass-fed beef) here:

    https://www.flickr.com/photos/redmoonsanctuary/

    Interesting branding problem Andrew brought up! It’s a shame that it’s even a problem, many modern people are so removed from nature these days.

  21. Hi, Andrew

    I found your DVD’s and I along with other 2 books I’ve build myself a beautiful house in 2011 (I’m not an engineer but a philosopher – so no building experience at all, yeahh!) – the first one in Romania. Not because of fancy or sexy name of it, but because I choosed to think different. All my friends like it but nobody decided later on to build with straw. I’m off-grid from 2010.

    Conclusion 1: a horse is a horse, do not try to change it’s name but do your best to explain the benefits. Or build an auto to replace it if you want/need something different.

    Conclusion 2: on the other hand I think the concept shoud be improved: from a simple strawbale house to “passive strawbale house”. I mean the people should be encourage to obtain a fully passive house building with strawbale (since that it’s possible). And all the shared ideas and tech info should be focus on achieve that. This is something which could gather attention in this new very busy world (using the other concept where a lot of budgets are invested: “eco”, “mother earh”, “save the planet”). It’ s a mix of “beauty” and “pragmatism” = passive strawbale house!

    PS: main it’s not 100% passive, but now (with some experience got it meanwhile) I could fall in love for a new project like this.

  22. I think straw bale buildings are part of an environmental solution. They are made with renewable resources, sparing the lungs/trees of the planet. They offer insulative protection against heat, cold and noise. What’s not to love?
    However they are possibly a thorn in the side of the building industry that favours lumber and all the other necessary adjuncts to an lumber house. I refer to insulation, vapour barriers, and the like.
    I have built a straw bale house in Manitoba Canada. I was able to easily have it mortgage worthy by having an engineer draw up my personal design plans. It is fire insured, as some are recognizing it to be less burn able than drafty lumber structures, perhaps. Or perhaps they are just more willing.
    I used flax bales, deleting the need for chicken wire, as the rough texture bonds well with lime plasters, or any other. Mice? They don’t bother with flax straw. In fact nothing does. It’s hard to work with because it it so wirey. Oh well.
    It is beautiful, sustainable, snug, and cheap. I dare say that it is education that’s needed, not a catchy name.. There are some huge and powerful detractors! Good luck Andrew.

  23. Hello again – Wow, a lot of great thoughts and thinking going on… A lot of passion too.

    I am willing to Open Source my ideas – to combine our present way of making our bales. Into a semi-automated way. To make them a dependable and uniform source of building blocks. This could be done on or off site.
    This is really just combining some simple engineering with processes that have been around since the 1830’s. Add a couple of modern twists that make it very repeatable and simple for the end user of almost any skill level. It incorporates separate use / don’t use tracts for plumbing and electrical runs, lifting and alignment recesses.

    I don’t know if it would be as simple as adding a menu tab on this site – that could be added to… Or what it would take to do so.

    I have not done so – already – because I don’t know how to proceed with a task such as this. I would be happy to help and contribute in any way that I can. I am sure
    other’s would too.

    Thanks for your time.
    Kevin

  24. I think cost is the biggest reason Bale home searches are declining. People looking at Straw Bale homes are also looking at other efficient homes, like Earth Bag homes, Earthships, Berm homes, Tiny Homes, and maybe more.

    But with the exception of the true Earthship homes, all the others on that sort list are less expensive, per square foot, than Bale homes (not to mention that a traditional stick home is also less expensive).

    The other part, is that banks are less likely to fund non-traditional builds. Bale homes have less of an issue than Berm and earth bag homes, but it’s still an issue in a lot of places I’ve seen. It seems to come down to comparable homes in the area within a close proximity (so banks can assess their risk).

    As awesome as they are, people want more bang for their buck and want bank backing..

  25. I like stabale or stay-bale because it states the fact that it stands up to the wind and fire etc. Prairie Block also sounds good, as does wheat house. Loved the comment of the peace and tranquil feeling of being in a bale home. That is so true for every straw bale home I have been in. One feels it right away. Quiet straw bale insulation, ah peace.

  26. InsulTherm Homes or Insul-Therm Homes!

    I’ll see if I can come up with more. There are tons of great ideas so far – good luck!

  27. I wonder if pairing the new name with some standard photos and floorplans of well-designed, well-appointed, small to mid-sized model homes – with broad market apeal – would help. That may require the cost to market test the home photos, floorplans, and new name.

  28. Hey!
    Bale Buildings
    Haystack Productions
    Tom Thumb Homes
    Straw Berry Construction
    Camelback Buildings (Break the camel, not your bank account)
    Great Harvest Homes
    Harvest Moon Construction
    Techno-House Homes
    Micro Home Building
    Elements Home Building
    Legome (Natures Building Blocks)
    Hay Canyon Construction
    Hey Hay Homes (Dedicated to What’s Happening)
    Mother Earth Homes

    My 2 cents

  29. EFHs Earth friendly homes. Gold homes, as in straw into gold. Gold homes, the money you save on heating and cooling is like gold in you pocket.

  30. I’m a fan also and want to build a straw bale home. I am also a Realtor. When I talk to my broker manager, she reminds of a couple of homes other agents had dealt with that weren’t well built. One had a lot of pest problems and one had serious mold issues. I told they have been improved and that those probably weren’t built probably correctly. I think education is key within all aspects of the home industry including educating Realtors, home inspectors, appraiser as well as lenders and insurance companies. I also agree with the gentleman that mentioned educating kids at the high school and college levels. Education is key!

    1. Very true. The thing that is at play here is that it is different and thus “problem homes” are more likely to be seen as the norm. After all, I know a LOT of conventional homes that are built poorly and have problems. Many of those were professionally built too, yet nobody suggests that we should stop building wood frame homes with fiberglass insulation. Education is in deed key, but people have to want to receive that education, otherwise we are just talking to each other. So how do we get in front of people and peak their interest?

  31. Str*adobe* w/someone smarter than l, attaching ( through search engines) someone searching “adobe” or “straw bale” construction

  32. Strawbale home building, no matter what it’s name, is going to remain a niche market until some high profile, large scale developers start using the system successfully. Andrew, you’ve taught strawbale building for many years now, but mainly to wanna-be homeowners just like me (and we loved your workshop, btw). Strawbale will only “take off” as a mainstream product when the product itself becomes used successfully by developers and contractors, not average Joes/Joannes. Developers will have to be successful at sourcing potentially large amounts of straw and labour inputs and deploying them in a timely fashion, at a tidy profit.

    Most folks buying a new or used home just accept without question products built in the typical standard(s) of the day by developers and contractors they never meet. Some developers and contractors though, get known by the buying public for their good name, i.e their successful projects. Getting these developers on side is key, I feel, to a wider acceptance of SB. If reputable developers develop several SB houses at one time at a competitive price (say a 5-10 house neighbourhood or condo building?) and successfully market them, people will buy without question in many markets, especially if product availability is tight, as is the case in Vancouver, Canada. If the structures outperform standard housing, so much the better.

    Elon Musk was correct in saying that he had to build an electric car that was obviously superior to the gasoline car in order for everyday people to widely accept it. He knows he must keep to this high standard when he makes his more mass-market vehicles, or Tesla will remain a niche company, favoured only by a steadily declining number of enthusiasts. When people buy a Tesla, they are trusting in Musk’s standards. When the public trusts particular developers who successfully build and market SB, I believe a similar reaction will take place with SB.

  33. How about, “SB+ Envelope Technology”? People might have their interest piqued by the “SB”, the “+” is for all the pluses SB brings that you mentioned, and “Envelope Technology” sounds official and engineer-ish. It sounds like an actual product name that you can ask your builder, architect, realtor or building engineer about. Or that a builder, architect, engineer, realtor or developer could boast to a client – “Our homes are (or this home was) built using SB+ Envelope Technology”.

    After all, what is “Rainscreen Envelope Technology” but a bunch of well-placed wooden slats? But, lots of building industry people throw the term at consumers and savvy realtors hype it by name to their clients (most often without any explanation of what it is in my experience) in wet climate markets.

    Regardless of the new chosen name for SB construction, the focus for marketing is not on how any particular house on offer is made – the focus is on branding, i.e. “Our houses are made with X”. By describing a SB house this way, it is presented first and foremost as “a house”, an expected quantity. The “X” is technology that makes it superior to its neighbours and previously constructed houses.

    Just a thought… or two 🙂

  34. Hi Andrew,

    Hope you have another great workshop season!
    Throwing my hat into the ring.

    ORB, Organic Renewable Building
    Of course the logo would need to be a beautiful blue / green rotating earth.

  35. Andrew: Your comments hit a cord with me. Let me introduce myself, I am Milt Trosper, a retired District Engineer for Johns-Manville as well as a frequent speaker at various roofing conventions. I live in Payson AZ. And want to know if you have any buildings in Gila County, AZ? I want to build a home here and after a great deal of research, have concluded that staw bale is the Right Way to go. Please connect with me if you think we might make a good combination. Milt

    Trosper B2B Services
    705 E Miller Rd. #17
    Payson, AZ 85541
    928-970-0816

    1. Hi Milt. I don’t have any buildings in that area, although I LOVE Gila County!!! I think it would be a great place for a bale home. Let me know if you decide to move forward. I’d love to hear more.

  36. Hi Andrew, what do you think of “Biotic House”? I’m a Sustainable Architect in Brasil and I think if these houses have a concern with the quality of life of people who live in it, the name is well in line with the goal. What do you think?

  37. Just wanted to toss a thank you to a 2007 article wherein you explained the difference between Hay and Straw. While I’m not building any structure by any means, indeed, I just was searching information on archery a backstop. But I would have bought Hay but for your educational article. So thanks. Incidentally, now I’m interested in Straw Bale construction!

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