National Hardwood Magazine - September 2016

NHLA NEWS HOW DO WE IN

NHLA NEWS HOW DO WE IN THE HARDWOOD INDUSTRY LEVEL THE PLAYING FIELD? My attendance at the recent Appalachian Hardwood Manufacturers, Inc. (AHMI) meeting in West Virginia was an eye opening experience on many levels. First and foremost, it was yet another important opportunity to meet the men and women who give our supply chain the character that makes us so unique. Kudos to Tom Inman and his Board for creating timely and relevant educational sessions, highlighting the importance of understanding the influence of the end consumer on our business decisions, as well as new ideas for educating the next generation on the sustainability of Hardwoods. In addition to the intimate networking opportunities at the world famous Greenbrier Resort, the highlight of the event for me was the discussion with representatives from leading universities and government agencies on the critical importance of research in helping our industry remain relevant in an ever changing marketplace. The facts are clear – our industry’s voice is weak when compared to a crowded marketplace of increasingly popular “wooden” tiles and well-funded competitors. The University of Arizona predicts that the U.S. population will continue to grow, reaching 500 million by 2050. And while it is commonly recognized that such predictions are often wrong, a projected 287 billion square feet of new construction and re-construction is projected between 2010 and 2040. FMI expects steady growth rates of 8 percent in residential construction through 2019. Whether you follow such predictions with complete faith, or are on the skeptics’ side, the potential opportunity in those numbers deserve some attention by the Hardwood industry. Consider the potential of markets beyond our typical place in cabinets and wood flooring. Now consider the ongoing testing of the durability and strength of the use of low grade Hardwoods in the production of cross laminated timber (CLT) for construction. Just days ago, the American Hardwood Export Council (AHEC) and Alison Brooks Architects, announced plans to present CLT structure made up of American Tulipwood at a design competition in London this fall. The structure utilizes construction size panels of Hardwood CLT. I will admit that I am making a point here. And let me assure the reader that despite my short time in the industry, I do recognize there is a big leap between the use of CLT Hardwoods in a design competition and a low to mid-rise apartment building. Bear with me, the questions I have may still be relevant. Is CLT Hardwood just one example of the innovation that characterizes our “New Normal?” How do we, as an indus- BY LORNA D. CHRISTIE, EXECUTIVE DIRECTOR, NATIONAL HARDWOOD LUMBER ASSOC., MEMPHIS, TN 901-377-1818 WWW.NHLA.COM Please turn to page 48 About the National Hardwood Lumber Association The world’s largest and oldest Hardwood industry association, NHLA represents more than 1,200 companies and individuals that produce, use and sell North American Hardwood lumber, or provide equipment, supplies or services to the Hardwood industry. It was founded in 1898 to establish a uniform system of grading rules for the measurement and inspection of Hardwood lumber. Since 1980, its headquarters have been in Memphis, TN. To learn more about NHLA, please visit www.nhla.com. 10 SEPTEMBER 2016 NATIONAL HARDWOOD MAGAZINE

MADE IN STATES ACROSS AMERICA. US S COL OLE, pro ud ly we wav ave. Call l us old fashioned, but we love America and want everyone to know. That’s why our trucks wave the stars and stripes for all to see. We pledge allegiance to on-time deliveries and this great country… from sea to shining sea. SOLID HARDWO OOD. SOLID PEOPLE. Call 800-536-3151 3 for a quote, or visit www.colehardwood.com. SEPTEMBER EMBER ER 2016 NATIONAL O AL HARDWOOD OD MAGAZINE AZ 11