The August issue of National Hardwood Magazine features stories on U-C Coatings, Peterman Lumber, Cornerstone Moulding and much more.
AHEC REPORT AHEC SUBMITS
AHEC REPORT AHEC SUBMITS FUNDING APPLICATION FOR 2022 The American Hardwood Export Council recently submitted its 2022 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. The principal long-term strategy employed by AHEC has always been to create a positive environment for the U.S. Hardwood industry to promote their business and make sales. AHEC works to provide support in ways that may not be easy or possible for individual companies in ways such as influencing wood fashion, highlighting environmental policies and developments and responding to them, creating promotional tools, and anticipating market developments. We are constantly asking ourselves what we can do for the industry that helps to strengthen their own marketing efforts? A perfect example is the focus on architects and designers. While not direct customers of our industry their influence on the decision-making process in terms of how materials are chosen and used, is vital for sustained growth and finding new applications. If these programs can create new demand for American Hardwoods, the world’s Hardwood sector will turn to our industry for supply. Year on year we have demonstrated that this tactic works to deliver new demand. The program strategy is achieved through a wide range of creative activities and by generating significant levels of media publicity, thus keeping the U.S. Hardwood industry and American Hardwood as a material, constantly in the public eye. AHEC is a very recognized brand around the world for Hardwood communication, which enables the program to deliver its messages more effectively. Some of these messages have remained constant, such as the variety of species available and the strong environmental credentials. What changes annually are the specific details of the messages and the methods of delivery. Programs are based on a combination of activities to pull demand through the “wood chain” with designers and manufacturers, while also working to push information into the “wood chain” by working with, and targeting, timber trade and industry. In order for this strategy to be effective it is important to “bridge the gap” in order to create a stronger link between specifiers and the Hardwood sector in each market. AHEC has spent years creating relationships with and cooperating with many global wood trade federations and manufacturer associations to encourage them and their member companies to play a more active role in AHEC promotional activities. Working with these global user organizations as well as their respective specifier communities is absolutely vital to the effectiveness and reach of AHEC’s messaging. Promoting underutilized species - The program will continue to give a focus to underutilized species such WORLD MAKING OUR HARDWOOD FAMOUS. Dave Bramlage, Sales Manager, size 11 BY MICHAEL SNOW, EXECUTIVE DIRECTOR, AMERICAN HARDWOOD EXPORT COUNCIL, STERLING, VA 703-435-2900 WWW.AHEC.ORG Please turn to page 54 Dave’s gone through a lot of shoes traveling to a lot of countries, meeting the needs for Cole hardwood across the globe. No matter where you are, Cole means quality, fair price and on-time delivery. Right, Dave? Dave? Where did he go now? SOLID HARDWOOD. SOLID PEOPLE. Call 800-536-3151 for a quote, or visit www.colehardwood.com. 16 AUGUST 2021 n NATIONAL HARDWOOD MAGAZINE AUGUST 2021 n NATIONAL HARDWOOD MAGAZINE 17
