Real American Hardwood: A Unified Vision For A Stronger More Sustainable Future
At its core, the Real American Hardwood Coalition (RAHC) exists to secure a sustainable future for the U.S. hardwood industry by reconnecting consumers, designers, and builders with the beauty, durability, and climate‑smart benefits of American hardwood products. Formed in 2019 by hardwood associations across the country, the Coalition’s mission is simple but ambitious: unite the industry’s voice, elevate the value of real hardwood products over substitutes, and strengthen the markets that support healthy working forests. Through coordinated promotion, education, and strategic partnerships, RAHC is reshaping how the nation understands and uses American hardwoods.
A Year of Momentum: RAHC’s 2025 Accomplishments
In 2023, the hardwood industry rallied around the unified “Build Your World” message. RAHC elevated this message nationally in 2024 through a strategic partnership with Magnolia Network, closing out the consumer campaign in February 2025. For less than $2 million, the effort generated more than 147 million impressions, and RealAmericanHardwood.com surpassed 403,000 views, signaling strong public interest in authentic, sustainably sourced hardwood products.
Even after the Magnolia campaign concluded, RAHC maintained consumer engagement through social media storytelling and design‑inspired content. The monthly webinar series, “One Voice, Many Stories,” continued to grow, giving member associations a platform to share promotional strategies and reinforcing the Coalition’s founding principle: the industry is strongest when it speaks together.
In 2025, RAHC also entered phase two of its strategic plan—expanding outreach to design professionals while sustaining consumer messaging. This expansion in focus was accelerated by nearly $1 million in USDA Forest Service Wood Innovation Grants awarded to RAHC and the National Hardwood Lumber Association (NHLA). Combined with industry cash and in‑kind contributions from a range of industry association partners, these funds laid the foundation for a new era of hardwood education and market development.
Why This Work Matters: An Industry at a Critical Crossroads
Domestic hardwood consumption has fallen from 6.5 billion board feet in 1999 to below 1.5 billion in 2025, driven by imported products, composites, and “wood‑look” substitutes. This decline has real consequences: aging forests with reduced regeneration, shuttered mills, and economic strain in rural communities.
The USDA Forest Service emphasizes that a strong hardwood industry is essential to maintaining healthy, resilient forests. Without active markets for hardwood logs, landowners lack the incentive to manage forests sustainably and invest in regeneration. RAHC’s work directly supports Forest Service goals by strengthening demand for domestically sourced hardwoods—renewable, carbon‑storing materials central to climate‑smart forestry.
NHLA: Partnering with RAHC to Build the Infrastructure for Designer Engagement
The National Hardwood Lumber Association has played a pivotal role in elevating RealAmericanHardwood.pro into a premier resource for design professionals. Through its administration of USDA Wood Innovation funds and ongoing content development, NHLA developed the site with video content, species guides, case studies, and the launch of Hardwood & Design, a print‑and‑digital publication showcasing innovative hardwood applications.
Looking ahead, NHLA plans to grow RealAmericanHardwood.pro with additional CEUs, expanded digital advertising, and deeper partnerships with design organizations. NHLA is also leading RAHC’s presence at major design and building trade shows. A new modular hardwood pavilion—constructed from donated species and hardwood CLT—will anchor RAHC’s exhibit space at NeoCon, HD Expo, BDNY, the International Mass Timber Conference, and the NWFA Expo. These events place hardwoods directly in front of the professionals who influence material choices in commercial interiors, hospitality, flooring, and mass timber projects.
Future plans include integrating QR‑linked case studies, CEU sign‑ups, and appearances by Regional Design Advisors who can guide professionals on hardwood specifications, sustainability, and inspired design.
Building the Future: RAHC’s 2026 Initiatives and Beyond
With support from the hardwood industry, partner associations, and the USDA Forest Service, RAHC is launching ambitious programs in 2026 to influence design professionals at every stage of their careers.
1. Regional Hardwood Design/Build Competitions
Three annual university‑level contests across the Midwest, Mid‑Atlantic, and Southern regions will give students hands‑on experience with American hardwoods. Lumber will be donated by U.S. manufacturers, and RAHC will coordinate judging, travel, and media coverage.
2. Continuing Education for Architects and Designers
RAHC will develop three new CEU courses and co‑brand six existing offerings on topics such as biophilic design, thermally modified hardwoods, carbon‑smart material choices, and hardwood applications in mass timber.
3. Case Studies Showcasing Innovation
Each year, RAHC will produce a professionally photographed and written case study highlighting cutting‑edge uses of American hardwoods—from hardwood CLT to emerging markets for underutilized species.
4. “Forest to Finished Goods” Tours
Immersive tours will bring architects, designers, and builders into forests, sawmills, and manufacturing facilities to demonstrate the sustainability and craftsmanship behind American hardwood products.
5. A New Sustainability Messaging Initiative
Partnering with a U.S. university, RAHC will update its pre‑COVID research on public perceptions of sustainability to inform a national messaging campaign linking hardwood products to climate‑smart forestry.
Expanding Digital Reach: The Real American Hardwood Product Finder
A major addition to the RAHC digital ecosystem is the forthcoming Product Finder tool, designed to connect designers, builders, and consumers directly with U.S. hardwood manufacturers. Users will be able to search by species, product category, region, or certification—creating a streamlined pathway from inspiration to specification. For manufacturers, especially small and mid‑sized mills, the tool offers a powerful visibility platform and reinforces RAHC’s mission to unify the industry under a single, trusted brand.
A Unified Path Forward & Call to Action: Invest in the Future of American Hardwoods
The Real American Hardwood Coalition enters 2026 with unprecedented momentum. But the strength of the U.S. hardwood industry depends on the strength of its collective voice. To continue this progress, RAHC needs the financial partnership of the entire hardwood supply chain. Contributions directly support design‑professional outreach, national marketing, CEU development, case studies, trade‑show presence, sustainability messaging, and digital tools that connect buyers to American hardwood products.
By joining together and contributing to RAHC, U.S. hardwood companies can help secure a stronger, more resilient future for the entire industry—ensuring that real American hardwoods remain the material of choice for generations to come.
Pledge your support today at RealAmericanHardwood.com.
