National Hardwood Magazine - September 2021

It’s Now or NEVER!
By Paul Miller, Jr.
President, National Hardwood Magazine
The Miller Wood Trade Publications’ team is happy
to be back on the road, reconnecting in person
with our friends and colleagues in the industry. We
have been particularly excited to hear from members
of the Real American Hardwood Coalition (RAHC)
about the progress they have made, during the
COVID lockdown, to launch an industry-wide promotional
effort to increase consumer awareness of the
beauty, durability and value of Naturally Authentic
Real American Hardwood. We support the Coalition’s
work 100 percent.
I would like to share why I believe it is imperative
that everyone in the industry support the RAHC,
through both engagement and financial support.
There was a time when the U.S. Hardwood industry
was producing over 14 billion board feet of lumber
annually. Today, we are producing in excess of
6 billion board feet. We have relied heavily on the
strength of our export markets for our industry’s profitability,
while the domestic market had, until recently,
experienced challenging times.
American Hardwood products continue to lose significant
market share to substitute materials, including
plastics, concrete, carpeting and metals. These
substitutes tend to be less expensive, perceived to
be easier to care for, as well as a better value than
American Hardwood products. We need to re-educate
the purchasers of these materials. We need to
provide an emotional connection early in the planning
stages for the domestic consumer. We need to
remind them that our products are the gold standard
that everyone is working to imitate. Whether it be social
media influencers, the big box stores like Home
Depot or Lowes, home magazines or your favorite
HGTV personality, we need them to get on board
and drive awareness and the desire for Real American
Hardwood products.
We are in competition with well-established and
well-funded movements that would be happy to see
the U.S. Hardwood industry disappear. Even though
the trade associations that you support are funding
the Coalition, they cannot do it alone. To accomplish
their long-term goals, additional financial assistance
is needed. I am asking you today, to financially support
the Real American Hardwood campaign. Give
for your family company’s legacy, for your children
and grandchildren’s future; give for your employees;
give because it’s your future and it is going to take
each and every one of us to make this initiative successful!
The Hardwood industry needs to recognize that
we are in a war; yes, a war to stay relevant in the
marketplace with consumers. This is a rallying cry
for everyone to get involved… from every Hardwood
manufacturer, wholesaler, distribution and concentration
yard operators; to secondary manufacturers,
including furniture, cabinet, flooring, millwork, moulding;
industrial product producers; freight forwarders;
chemical and equipment manufacturers, equipment
suppliers, right down to the media. It’s going to take
MONEY, it’s going to take a COMMITMENT, it’s going
to take ALL of us coming together to support the
Real American Hardwood promotion effort to move
our industry and products to the forefront.
Visit www.RealAmericanHardwood.org today
to learn how you can support the effort. Any support
YOU can give is appreciated and much needed! n
PENN-YORK Continued from page 32
manager. Swanson echoed what other economists have
shared this year and that was in regard to, as he explained,
“A surge in residential construction has led to
very strong demand for building materials, such as lumber.
Homebuilding was much lower in the decade before
the pandemic, leading to reduced manufacturing capacity
for lumber and other materials. As a result, sawmills
and other suppliers have been unable to keep up with
demand, causing shortages.”
The PNC report from which Swanson spoke also noted:
“These shortages will work themselves out over the
rest of 2021. Higher prices are discouraging some demand
and are also encouraging producers to expand
capacity. The initial surge in demand for many goods will
fade as consumers spend down their stimulus savings.
Household spending growth will also shift to services,
rather than goods, as consumers feel more comfortable
going out. Transportation bottlenecks will abate as supply
chains normalize. As a result, shortages will dissipate
and some inflationary pressures will reverse themselves
later this year.
Consistency.
Yield.
Trust.
Specializing in Premium Pennsylvania
Hardwood Lumber and Logs:
• Red Oak
• White Oak
• Hard Maple
• Soft Maple
• Cherry
• Poplar
• Ash
• Hickory
Please turn to page 55
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Ben Krieg, Kevin Williams and Chad Moon, Ron Jones Hardwood
Sales Inc., Franklin, PA
Burt Craig, Matson Lumber Co., Brookville, PA; Greg Stascavage,
Pennsylvania Cherry LLC, Mercersburg, PA; Brandon Ferman,
Meridien Hardwoods of PA Inc., Pittsfield, PA; Marty James,
Penn-Sylvan International Inc., Spartansburg, PA; and Stephen
Zambo, Ally Global Logistics LLC, Weymouth, MA
Matson Lumber Company
132 Main St.
Brookville, PA 15825
Phone: (814) 849-5334
Fax: (814) 849-3811
www.MatsonLumber.com
info@MatsonLumber.com
40 SEPTEMBER 2021 n NATIONAL HARDWOOD MAGAZINE
SEPTEMBER 2021 n NATIONAL HARDWOOD MAGAZINE 41