Life Leaves Marks And Hardwood Doesn’t Hide Them…
“Every piece of hardwood tells a story and the moment it enters your home that story continues.”
That is the theme from an exciting new video from Real American Hardwood (RAH) that was debuted at the 2026 Indiana Hardwood Lumbermen’s Association Convention in Indianapolis in February. The RAH enters its third year of educating consumers about the beauty, authenticity and value of American hardwood products.
The video showcases hardwood in home and commercial settings with an emphasis on value. It targets the temporary nature of substitutes and the lasting beauty of solid hardwood.
“Life leaves marks and hardwood doesn’t hide them,” the narrator notes. “It turns them into character.” The promotion states that when styles change, hardwoods do not get replaced. It evolves.
“Real hardwood adapts because it was never meant to be disposable,” the video emphasizes. “Imitations and plastics have materials that were meant to be thrown away. Hardwood stays simple. Natural. Clean. Familiar.”
RAH Board Chairman and NHLA Executive Director Dallin Brooks detailed activities in 2025. The group introduced six new videos titled:
- “Can American Hardwoods Solve the Climate Crisis? Yes!;”
- “They Said It Couldn’t Be Done But Hardwoods Proved Them Wrong;”
- “How Trees Save The World;”
- “Clearcutting, Harvesting and Deforestation Explained;”
- “Trees: The Ultimate Renewable Resource;”
- “Embracing Biophilic Design.”
Each of these videos have a targeted audience of consumers, prosumers and the next phase is aimed at architects and designers. RAH exhibited at the International Mass Timber Conference, Hospitality Design Expo and NeoCon in 2025 to educate a new audience of influencers about the hardwood resource.
The first Hardwood & Design magazine was published in January 2026 to showcase hardwood’s exceptional role in architecture and design. It has features titled Materials Matter, Species in Focus, Art & Science and Hardwood Talk.
Real American Hardwood Coalition was thrilled to once again host a successful raffle at the Indiana Hardwood Lumbermen’s Association (IHLA) Convention in February—and this year’s drawing brought plenty of excitement. We’re pleased to congratulate Mark Willenborg of Heartland Hardwoods in Effingham, IL.
Three issues are planned for the year as RAH elevates American hardwood products to inspire more people to choose natural, renewable materials, Brooks said.
Plans for 2026
RAH is developing video reels that are added to social media platforms weekly. The group is partnering with Appalachian Hardwood Manufacturers for student furniture design competitions at Appalachian State University and Savannah College of Art and Design. It is also partnering with the Indiana Hardwood Lumber Association for an architecture competition at Ball State University in Indiana.
RAH has set a hardwood furniture tour at the High Point Furniture Market in April to guide interior designers through four manufacturer showrooms that focus on American hardwoods. The group will again sponsor an International Society of Furniture Designer category for Pinnacle Awards in October.
RAH is also developing “lunch and learn” programs for professional architects to receive continuing education credits at meetings across the U.S.
Investing in Real American Hardwood
One of the most impactful ways donors support the RAH mission is through long-term pledges—commitments that extend over two years or more and help ensure sustained growth for our industry.
Ready to support the cause? The RAHC represents companies from every sector of the industry and every hardwood producing state in the country.
Reach out today to learn more at realamericanhardwood.com/industry or email info@realamericanhardwood.com.
