National Hardwood Magazine - December 2023

NAFF BULLETIN THE RACE

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