Look back on 2023 and look forward to 2024 with the Christmas issue of National Hardwood Magazine. The issue also features stories on Lauzon Hardwood Flooring, Wolverine Hardwoods, the RTA Annual Symposium & Technical Conference, and much more.
AHEC REPORT In
AHEC REPORT In challenging markets, effective promotion and communication is more vital than ever. The long-term strategy employed by the American Hardwood Export Council encompasses a diversified approach in global target markets to create a positive environment for the U.S. Hardwood industry to promote their businesses and make sales. Thanks to our network and FAS funding, AHEC is able to provide support in ways that may not be easy or possible for individual companies. Activities like influencing world fashion, responding to environmental policies and developments, creating promotional tools, developing new technologies, and anticipating market developments are some of what AHEC does every day to support a healthy Hardwood industry in America. One of our most important focuses is the outreach to the “specifiers”, who are architects, designers, furniture makers, and those who have the freedom to select what material to use in a project. While not direct customers of our industry, their influence on how materials are chosen and used is vital for sustained growth in our industry. The AHEC program strategy for outreach to these groups 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 STRATEGY IN 2024 Year on year we have demonstrated that this tactic works to deliver new demand. 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. AHEC 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. 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. One of the biggest constraints preventing adoption of American Hardwood species is a lack of knowledge about the material. Without the knowledge of the material and how it can be used, markets cannot make informed decisions and therefore U.S. Hardwood products will not get a fair representation or chance to compete. The major constraints addressed by our programs are: •lack of technical knowledge of the variety and potential of U.S. Hardwoods BY MICHAEL SNOW, EXECUTIVE DIRECTOR, AMERICAN HARDWOOD EXPORT COUNCIL, STERLING, VA 703-435-2900 WWW.AHEC.ORG Please turn to page 69 R 75 YEARS OVER 75 YEARS OVER 75 YEARS OVER 75 YEARS MERRY CHRISTMAS! NEWMAN LUMBER WISHES YOU THE VERY BEST GENUINE MAHOGANY JATOBA GENUINE MAHOGANY JATOBA SPANISH CEDAR CEREJEIRA SPANISH CEDAR CEREJEIRA SAPELE PURPLE HEART SAPELE PURPLE HEART TORNILLO / MARA MACHO JEQUITIBA TORNILLO / MARA MACHO JEQUITIBA PALO MARIA AFRICAN MAHOGANY PALO MARIA AND AFRICAN MAHOGANY KILN AND DRYING KILN DRYING www.NEWMANLUMBER.COM TOLL-FREE: (800) 647-9547 www.NEWMANLUMBER.COM OFFICE: (228) 832-1899 FAX: (228) 831-1149 20 CHRISTMAS 2023 n NATIONAL HARDWOOD MAGAZINE RealAmericanHardwood.com/industry RealAmericanHardwood.com/industry TOLL-FREE: (800) 647-9547 OFFICE: (228) 832-1899 FAX: (228) 831-1149
