Roanoke, WV–Attendees at the 2020 Fall Conference of Appalachian Hardwood Manufacturers, Inc. said employees who want to work and new markets for Hardwood products are the top issues facing Appalachian Hardwood sawmills and yards.
The discussion followed presentations from regional government and college leaders and from the Real American Hardwood Promotion Coalition and the Hardwood Market Report. The conference was held here at the Stonewall Resort.
It was the first hybrid meeting for AHMI with attendees in the room and online. AHMI deemed it very successful with all able to view the presentations, hear the dialogue and ask questions.
David Hughes of the Appalachian Regional Commission opened the session by explaining the role of ARC and a new partnership with AHMI. ARC is a regional economic development agency that represents a partnership of federal, state, and local government.
The session Growing Hardwood Jobs In Appalachia was facilitated by Dr. Johnny Moore of Pierpont Community College in Fairmont, WV, and included a presentation by Program Director Scott Reigel of Dabney S. Lancaster Community College in Covington, VA. The two agreed that community colleges can provide technical training for the Hardwood industry.
Participants challenged the speakers on the type of worker that was applying for jobs. Many noted that often candidates lack the soft skills—showing up on time, returning to the job, problem-solving and more. Participants asked how high schools and colleges can better prepare workers. Moore and Reigel agreed it was a struggle.
Moore said Pierpont incorporates these life lessons into several courses and some students understand it. Often, however, the student does not apply themselves. Reigel said it frustrates educators as well when skills that should be taught at home are not present. The colleges do the best they can.
Executive Team members for the Real American Hardwood Promotion presented an update on the program. The market research has been completed and a plan is being developed for companies and associations to work together promoting the American Hardwood resource to customers and industry.
Attendees asked about the research showing that sustainability was not a top factor influencing purchasing decisions. The team said these messages will be incorporated in marketing about the health benefits of Hardwoods and its authenticity.
The team said RAHPC is working to make a connection with consumers early in their design process and guide their decisions. The marketing materials will be developed to bring manufacturing partners along to make products from our Hardwood resource that consumers want.
“We have to help manufacturers understand: the value, the appearance and the healthy home needs of their customers that we can meet with American Hardwood,” the presentation reported. “We have to improve our utilization of social media and influencers in telling our story.”
Others asked when materials would be available and would there be details on how to use them. A marketing playbook was expected in late October to include Business to Consumer and Business to Business Strategies.
There were also questions about funding the program. The team is completing work on funding formulas that will include money from the 27 associations and voluntary contributions from industry.
The final session was a progression from the RAHPC and titled Growing Hardwood Markets from Appalachia’s Hardwoods. David Caldwell of Hardwood Market Report gave an update on grade and industrial markets in 2020.
He said the main takeaways are that total Hardwood consumption fell over 2BBF in 2020 from 2019. Another takeaway is that industrial product consumption grew as a percentage of the total in 2020: 57.6 percent in 2019 to 58.9 percent in 2020, which means grade lumber consumption declined as a percentage of total consumption in 2020 from 42.4 percent in 2019 to 41.1 percent in 2020.
The winners of the sporting events were:
Golf: Low gross: 1st, Pierre Fox; 2nd, Peter McCarty; Low Net: 1st, Jay Reese; 2nd, Ashley Goodin; Closest to the Pin: Jay Reese; Long Drive: Gary Miller.
Sporting Clays: 1st, John Crites II; 2nd, Tom Plaugher; and 3rd, Lance Johnson.
A few comments some Hardwood lumbermen shared with Gary Miller of National Hardwood Magazine at the meeting were:
A few said they think in general there will be a shortage of Hardwood lumber this coming winter.
One salesperson said he has had his best Hardwood lumber sales in 2019 and thus far in 2020 and that he has ever had in his 30-plus years of selling.
A sawmiller mentioned that his company is getting slightly higher prices for the Eastern White Pine lumber they cut at their mills since the prices of Southern Yellow Pine and Ponderosa Pine have risen so much throughout 2020.
A couple of salespeople from two different Hardwood concentration yard firms mentioned that their businesses were doing well thus far in 2020, even though COVID-19 did slow sales down some for a couple of months; and a purchasing agent for a flooring company said about all Hardwood flooring products are presently selling well except for the particular flooring that is made through a veneer being glued onto a plywood surface. He pointed out that the favorable demand for Oak strip flooring is because the new and remodeling home construction is strong in the U.S. presently
The next conference for AHMI will be the 2021 Annual Meeting on Feb. 24-28 at the Ponte Vedra Inn in Ponte Vedra, FL. The 2021 Summer Conference is set for July 25-27 atThe Greenbrier in White Sulphur Springs, WV. More information is available online at www.appalachianhardwood.org.
