All Hardwood Industry Stakeholders Have A Role To Play

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The lazy, hazy days of summer are upon us. While I’m tempted to play “hookie” from the office to enjoy my morning coffee on the patio, I’d better get down to business. You’re busy, and much has been written about making the most of the first “three minutes” of a presentation, a meeting, or an article.

As you are aware, the Real American Hardwood Coalition (RAHC) was launched in 2019 as an industry association-led effort to secure the future of the Hardwood industry by increasing domestic markets and sales of Real American Hardwood products. Many association executives continue to be involved, graciously contributing their time and talents. And to date, much has been accomplished.

Most recently,, the Initiative’s all-important consumer-facing website, went live. If you haven’t done so already, visit the site. The work done by public relations firm, CANVAS United, is phenomenal. As you may know, the firm is famous for its expertise in brand development. When you see how they’ve actualized our Hardwood messaging pillars – Appearance, Durability, Lifetime Value, Healthy Home and Sustainability – you’ll understand why CANVAS United is so highly regarded.

Now, launching the consumer website was a critical milestone in the furtherance of the Initiative. To those of you that have stepped to the plate with your financial support, thank you for recognizing the importance of the program and for helping to get it to this point.

For those who may have been “unsure” or “hesitant” of supporting the RAHC, I’m hopeful that the completion of has put to rest all reluctance in supporting the effort. Much more lies ahead for this exciting Initiative. And meeting future milestones will require sustainable funding from all industry stakeholders.

My “three minutes” are up, so here’s the bottom line: If it takes a village to raise a child, it will take an industry – that’s each and every one of us – to implement and sustain this much needed program.

To add your financial support, visit And remember, all Hardwood industry stakeholders have a role to play in the Real American HardwoodTM campaign.

By Linda Jovanovich

Executive Vice President, Hardwood Manufacturers Association, Pittsburgh, PA 412-244-0440 HMAMEMBERS.ORG

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