National Hardwood Magazine - December 2023

NAFF BULLETIN
THE RACE IS ON
Doesn’t everyone enjoy the thrill of a great race–
what’s your favorite–Formula 1, the Kentucky Derby, or
the America’s Cup? While some provide entertainment
for spectators, these events also may present life and
death challenges for competitors.
Outside the world of sports, as individuals and as industries,
we’re engaged in other races. The kind that affect
our wellbeing and that of the generations that follow
ours.
Who’s competing?
The forest products industry is racing to establish a
sustainable future, which will protect valuable resources
and promote the benefits of wood. Using the Kentucky
Derby, as an example, we’re in a race against False
Messaging, Plastics Better, and Lady Laminate.
And, they’re all coming up the back stretch fast and
hard.
Where are we now?
The race is underway, and right now, the cheerleaders
for using manmade materials are LOUD and extremely
effective in getting their message out. Composites and
products that blend synthetic substances with wood are
popular for many goods, such as decking materials,
flooring, and furniture.
In place of wood, many of these products depend on
other limited resources such as petroleum products. With
the addition of these substances, the biodegradability of
the finished item is reduced, as well as the amount of
carbon stored.
A detailed discussion of the pros and cons for these
products is a topic for another day. What we need to understand
is how effective is the message about sustainable
forestry and why choosing wood products is best
that people of all ages are seeing, hearing and acting
upon.
What’s at stake?
Every race has a prize, and in this race the stakes are
high because the “prize” is the overall health of our forests,
people, industry, and planet.
What’s the goal?
Specifically the wood products industry needs to reach
current and future generations with factual information
and a compelling story to help guide their decisions as
consumers and as workers making career choices.
Actions we take as consumers and as members of the
forest products industry have repercussions that affect
us all. When consumers choose wood, and demand for
real wood products is maintained, forested land remains
more valuable as a working forest than as land to be
co-opted for other purposes that don’t offer the same
carbon-reducing benefits that trees provide.
What’s the strategy?
Cheerleaders play an important role; if two teams show
up at an event and only one brings a cheer squad, the
imbalance is easy to see.
That’s why it’s so important now for the forest products
industry to turn up the volume and become more effective
at communicating the important roles that trees and
wood products play in our world.
The tactics for accomplishing this task include getting
an accurate message about trees out to people of all
ages; providing critical education to young people; and
strengthening the pool of talented individuals entering
the industry workforce.
•Get the message out and repeat it. Spreading the truth
about trees and wood is the key point to convey, and repetition
is important in getting any message across.
BY ALLISON DEFORD,
EXECUTIVE DIRECTOR,
NORTH AMERICAN FOREST FOUNDATION,
COLLIERVILLE, TN
901-860-4131
adeford@northamericanforestfoundation.org
Please turn to page 81
• Tigerton Lumber Co., providing
quality hardwoods since 1887
• 80-acre site; 95,000 sq. ft. under roof
• 50,000 acres of our own forest lands
in Wisconsin, USA
• Sawing 18,400,000 board feet/year
• 12 on-site KDS Kilns drying up to
780,000 board feet/month
• 1,500,000 board feet of inventory
to meet your needs
• We offer color, width & length sorts to
your specifications behind our planer
• Export prep capabilities
Unparalleled in quality, rich consistent color and
exceptionally tight grain make northern hardwoods the premier
choice in wood flooring, kitchen cabinets, architectural millwork,
moldings, door & stair parts.
From the forests of northern Wisconsin and Michigan, where
rich soil, cold winters and a short growing season combine
to create the perfect atmosphere for producing hardwoods
of unrivaled excellence and beauty … Tigerton Lumber brings
you a full line of premium northern hardwoods.
Available for export worldwide!
Contact Mike Schulke today!
715.535.2181
Please turn the page
mike@tigertonlumber.com
www.tigertonlumber.com
24 DECEMBER 2023 n NATIONAL HARDWOOD MAGAZINE RealAmericanHardwood.com/industry
RealAmericanHardwood.com/industry
DECEMBER 2023 n NATIONAL HARDWOOD MAGAZINE 25