During the last two decades, the value of red alder wood products has substantially increased and several initiatives have been launched in the United States to use red alder for reforestation. Nonetheless, red alder is a largely neglected resource in British Columbia. This review paper examines the reasons behind the under-utilization of red alder in British Columbia and investigates whether changes in red alder management practices could improve the value of the resource. Red alder's potential for plantation forestry and genetic tree improvement are discussed, and possible breeding objectives were evaluated with consideration for the species biology, growth, product value and market demand. Seed transfer rules and the possibility of gains from selection are summarized in the light of new research results in genecology and quantitative genetics for red alder populations in British Columbia. Key words: red alder, Alnus rubra, tree improvement, quantitative genetics, genecology, resource management