National Hardwood Magazine - June 2015

HMA UPDATE I was born

HMA UPDATE I was born and raised in Pennsylvania. My father was an engineer and my mother, a homemaker. They provided a wonderful home for my brother and me, and all during our growing up years, it was just “understood” that we both would have a college education. After all, college was the “ticket to the American Dream.” Anything else was perceived as a lesser alternative, and we were the generation destined for “a better life.” My husband Dan, the son of a son of a Serbian immigrant, had a very similar experience. In their Midwestern home, college was the vehicle to prosperity and the measure of success. Hands that bore marks of factory work or “blue-collar” trades were regarded as hands that could do no better. And so despite his desire to work in the outdoors, he was ushered into college and on to an engineering degree. We, and Baby Boomers across the country, repeated that behavior with our children, sending another generation off to college, with total disregard for the “trades.” And now, here we are – a nation in the midst of a skilled labor crisis. What can we be doing to ease the pain of our situation? While the experts expound about the dilemma and the education system plays catch-up, let’s get to work at changing a mindset! The Manufacturing Institute’s Dream It. Do It. program is a great starting point. The next few paragraphs, taken from the Institute’s website, www.themanufacturinginstitute.org, are quite compelling. “Only 35 percent of parents say they would encourage their children to pursue careers in manufacturing, despite the advanced skills and high pay that are characteristic of work in today’s advanced manufacturing industry. This is due to a perception of manufacturing that existed a generation ago, but does not represent the current reality of the industry. cHaNGiNG a MiNdSEt “To put an end to this misperception, The Manufacturing Institute launched its Dream It. Do It program. The initiative promotes manufacturing to three distinct target markets: student, parents and educators, and offers local manufacturers, schools, community-based organizations and other stakeholders the opportunity to partner with a respected national platform to promote manufacturing as a top tier career choice in the United States.” The really great news for our industry is that the program has site locations in 35 states – all where Hardwoods grow! I’ve shared this information with the HMA membership, and learned that some are already involved in similar training partnership programs with technical schools and community colleges in their areas of the country. Others are not and found the information beneficial. So I’m passing it forward. And I’m asking you to do the same. Bottom line: “A skilled workforce is the hardest asset for manufacturers to acquire.” So, let’s work together and change a mindset. If your organization is involved in closing the skills gap by bringing the workplace to the classroom via internships, mentorships and/or apprenticeships, let us know of the program. It may benefit an industry associate. n BY LINDA JOVANOVICH, EXECUTIVE VICE PRESIDENT, HARDWOOD MANUFACTURERS ASSOCIATION, PITTSBURGH, PA 412-244-0440 WWW.HMAMEMBERS.ORG About the Hardwood Manufacturers Association The Hardwood Manufacturers Association is a national trade organization with membership limited to U.S. Hardwood lumber producers and processors. HMA is a member-driven association; providing member companies peer-networking opportunities, valuable information exchange and strategic management tools. The Association also conducts a focused, far-reaching promotion campaign, directed to both consumers and build professionals, extolling the beauty, environmental preference and lasting value of American Hardwood flooring, furniture, cabinetry and millwork. www.HMAmembers.org 12 JUNE 2015 n NATIONAL HARDWOOD MAGAZINE

AHEC REPORT ENViroNMENtaL bENEfitS of u.S. HardWood fLooriNG to bE fEaturEd iN tHE uSa paViLioN at tHiS SuMMEr’S WorLd’S fair—tHE MiLaN EXpo 2015 AHEC and the U.S. Hardwood industry have combined to supply a solid White Oak floor for the second level of the USA pavilion at this summer’s World’s Fair–Milan Expo in Italy, which runs through Oct. 31. The flooring has been specially produced to blend seamlessly with the flooring on the first level, which was manufactured using reclaimed wood salvaged from the Coney Island Boardwalk after Hurricane Sandy. “Sustainability” is the main theme of the U.S. pavilion, and the widespread press coverage and global reach of the Expo will give AHEC the opportunity to use data derived from our Life Cycle research to spread the word about the environmental benefits of U.S. Hardwoods, and that wood does not need to be “reclaimed” to be environmentally friendly. Below is an excerpt from the AHEC press materials that will be distributed globally, as well as in the pavilion itself: Count to 25 slowly and that’s the number of seconds it takes for the forest to replace the American White Oak logs used for the stunning 500m2 of solid decking on the upper floor of USA pavilion and the Milan Expo 2015. How is this possible? Natural regeneration of Hardwoods, such as White Oak, is so prolific in American forests that growth far exceeds harvest year-on-year. In the last 50 years the volume of standing trees has more than doubled. This astonishing growth is also a reflection of generations of very effective forest management and stewardship. But sustainability is not just about growing more trees; it is also about ensuring we use this wonderful material nature has provided, responsibly and with minimum impact on the environment. So how can it be right to transport materials half-way round the world when everyone is so concerned about climate change and carbon emissions? The answer is forests act as carbon sinks and harvested trees store carbon. Using pioneering environmental Life Cycle Assessment, we know the 11 m3 of White Oak decking stores the equivalent of 15.5 tonnes of carbon dioxide well in excess of the total carbon emissions of 8.4 tonnes. In addition, the deck will act as a carbon store for as long as it remains in use, which could be up to 50 years. At the end of life, the decking can be recycled, or burnt as a renewable fuel generating 40,000 KWh of energy. Move over concrete and steel this is the age of timber! n BY MICHAEL S. SNOW, EXECUTIVE DIRECTOR, AMERICAN HARDWOOD EXPORT COUNCIL, RESTON, VA 703-435-2900 WWW.AHEC.ORG JUNE 2015 n NATIONAL HARDWOOD MAGAZINE 13