hm - Dec12 - cover.indd - National Hardwood Lumber Association

PRESIDENT’S
MESSAGE
THE BEST CUSTOMER IS AN
EDUCATED CUSTOMER
For more than 100 years, NHLA has educated and enforced the Rules for the Measurement
& Inspection of North American hardwoods. With so much hardwood lumber production
heading overseas, the NHLA board of managers decided that the Association should educate
the rest of the world on the proper grading Rules for North American hardwoods. An
industry publication recently stated that “NHLA has had Partner members overseas and in
Mexico for a long time, but its foreign focus has intensified in recent years.” The article went
on to say “NHLA has focused even more specifically on China, knowing it is one of the
largest single markets for North American hardwood grade lumber and offers great prospects
for future growth.” I would like to compliment this publication for recognizing what the
NHLA board of managers recognized 7 years ago when it approved the global expansion of
NHLA’s goods and services. If NHLA can educate that rest of the world about the grading
Rules and attributes of North American hardwood species, the world will consume more
North American hardwood lumber!
Eleven months ago, NHLA embarked on a huge endeavor and put a lumber inspector on
the ground in China. During this time, NHLA has faced a steep learning curve and some
criticism. Dana Spessert, NHLA Chief Inspector, recently reflected upon the Association’s
work in China. “Chinese agents feel having an inspector on the ground in China will help
gain trust in North American suppliers by giving them the knowledge or at least a method to
determine the actual grade of shipments.”
The NHLA lumber inspector in China has been very busy both educating local customers as
well as inspecting material in question from North American suppliers. Unfortunately, those
of us in the industry tend only to hear about the problems and not about the success stories.
It has been estimated that less than 2 percent of the North American hardwoods shipped to
China has been inspected by NHLA and of that 2 percent only 40 percent of the material
inspected has had any type of issue. This means that less than half of one percent of all North
American hardwoods shipped into China have been suspect and had an issue. Dana went
on to say “that the majority of the loads shipped into China are acceptable by the Chinese
customers and that there are no issues”. As this customer continues to be educated on the
grading Rules, they continue to build confidence in North American hardwoods.
I believe the first goal of the NHLA board of managers has been realized; NHLA is now the
recognized authority on the grading Rules for North American hardwood lumber in China.
The Chinese consumers are showing their confidence in NHLA as they continue to join the
Association as Partner members and even request their suppliers be member firms of NHLA.
The relationship is strengthening with every on grade load of North American hardwood
lumber that arrives in China. The Chinese have expressed to Dana, “that the two things they
like about purchasing North American lumber is that there is a standard and that they have
someone to call when there is a problem”.
all NHLA members producing North American
hardwood lumber as demand for their products
will continue to grow in the global market.
NHLA’s focus is, and has always been, on North
American hardwood lumber! By expanding
into China, and into other areas of the global
market place in the future, NHLA is helping to
promote the understanding and use of North
American lumber and thus not only supporting,
but enhancing the market opportunities for its
domestic membership.
Sincerely,
Scott Heidler
Heidler Hardwood Lumber Co.
As the industry and NHLA continue to educate the Chinese market place on the proper
grading Rules for North American lumber, the second goal the board of managers envisioned
will be achieved - the market share for North American lumber will increase against
competing global species in the Chinese market place. In the long run this mission will help
4 DECEMBER 2012 HARDWOOD MATTERS WWW.NHLA.COM