AHEC REPORT AHEC SUBMITS
AHEC REPORT AHEC SUBMITS FUNDING APPLICATION FOR 2019 The American Hardwood Export Council recently submitted its 2019 funding application that outlines our international market growth strategy for the upcoming year. Below is our “Executive Summary” of this proposal and includes our plan to advocate for American Hardwoods overseas. For 2019, AHEC has laid out a multipronged strategy designed to “grow the pie” in overseas markets for U.S. Hardwood exporters. A brief outline of that strategy follows: Seek out new markets for hardwood products: In areas of the world where there is limited understanding of U.S. Hardwoods, most notably inland China, India and the Middle East, AHEC will continue to “push” demand through import channels by providing technical information, trade servicing and conducting technical seminars to the importing and manufacturing industries. In more mature markets, the focus will be to “pull” demand by targeting specifiers and manufacturers through a multi-pronged basket of activities that includes demonstration projects, design/architectural seminars, and a targeted PR campaign. In addition, AHEC serves as a conduit between U.S. exporters, foreign government officials and overseas USDA APHIS and FAS staff to identify, communicate and, when possible, mitigate the effects of foreign phytosanitary, environmental and other trade policy issues. Encourage and promote new applications and technologies: Seeking out and promoting new uses for American Hardwoods has become an important element in the AHEC strategy to increase market share for American Hardwoods. Exterior and structural applications of wood products are two examples of market uses where the use of American Hardwoods share is small but the potential markets are huge. Continuing developments in timber construction provides an opportunity to promote the high performance structural use of Hardwood to architects and engineers. Create Networking Opportunities for U.S. Exporters: In 2019 AHEC will create a number of opportunities for U.S. exporters to engage with overseas buyers, manufacturers and specifiers. We represent U.S. Hardwood exporters in more than 20 trade shows around the globe in the building, furniture and design industries. This includes several AHEC-sponsored U.S. Hardwood pavilions where individual small U.S. companies exhibit at leading global trade shows such as Interzum Guangzhou, the Dubai Wood Show, SylvaWood Shanghai, IndiaWood, VietnamWood and FMC Shanghai. In each of these pavilions, USDA funds help to offset the booth costs but each U.S. company is responsible for their own travel expenses creating direct industry contributions to the programs. AHEC will also sponsor Conventions in China and Mexico and host dozens of seminars and strategic networking receptions tied to major target market industry events. An innovative environmental strategy: With the introduction of illegal timber policies and the development of policies to reduce CO2 emissions, especially in the building sector, the need to promote the strong “environmental credentials” of American Hardwoods in global markets is more important than ever. Public sector procurement policies in many countries are currently designed to favor independently certified forest products. These barriers must be addressed. The AHEC programs are addressing these issues head on with a broad inclusive (not just forest sustainability) and innovative environmental strategy. For example, AHEC has been successful in assisting the U.S. Hardwood industry to develop a long-term action plan, designed to promote and deliver sustainability (using Forest Inventory Analysis data), legality (Seneca Creek study) and Life Cycle benefits of using American Hardwoods. At the heart of this plan is the American Hardwood Environ- BY MICHAEL S. SNOW, EXECUTIVE DIRECTOR, AMERICAN HARDWOOD EXPORT COUNCIL, STERLING, VA 703-435-2900 WWW.AHEC.ORG Please turn to page 60 18 AUGUST 2018 n NATIONAL HARDWOOD MAGAZINE
