Looking ahead to 2025, what excites you? For many, it’s the hope that things won’t get worse, but there are always opportunities. Where will your new markets come from? How will you attract new customers? The only factor you can truly control is how to get current customers to order more. New markets and customers require significant time and money—resources running lean for most of us.
The Real American Hardwood Coalition (RAHC) has made important strides in building consumer awareness and driving increased consumption. While this progress is valuable, it’s just one piece of the puzzle. There are many other suggestions—such as legislation, checkoff programs, banning log exports, or tariffs on imports—that could further strengthen the industry. However, none of these solutions alone can resolve all the challenges, as seen in the softwood industry, which still faces hurdles despite having a checkoff program.
This is where the NHLA comes in. We don’t just support hardwood lumber; we support all hardwood products and their byproducts. The more products you sell, the more value you add to the hardwood lumber it originated from. Grading, drying, and sorting are the first steps in adding value. You can sell lumber as a basic commodity or go further to create value-added products. Even if you’re content with basic commodities, NHLA helps develop new markets and customers, which benefits everyone—whether through direct sales or by relieving market pressure in areas you don’t serve.
NHLA is moving into product development with board approval. We’re working on structural grading, supporting thermal modification, exploring decking, flooring, and other opportunities to expand your markets. We’re also working to influence architects and designers, educating them on hardwood with the support of Forest Service’s grants. Additionally, we’re collaborating with the American Wood Council (AWC) to create environmental impact tracking, enhancing sustainability stories and producing Environmental Product Declarations. NHLA is also partnering with the American Hardwood Export Council (AHEC) to explore export markets, aiming to get more American wood into global products.
These efforts in product development will benefit your business, either directly or indirectly.
I recently finished reading Good to Great by Jim Collins, which I found helpful for NHLA. One takeaway: “Not one of the good-to-great companies focused obsessively on growth. Yet they created sustained, profitable growth.” The point is not to focus on growth alone, but to share resources that drive membership and promote hardwood lumber as the most environmentally friendly product available.
What does this mean for you? There are opportunities to sell, share, and be part of NHLA product development. Use NHLA as a resource. I’ve received many inquiries since the NHLA convention, and I encourage you to ask about expanding your value-added products. Share your successes and challenges on the NHLA community app so we can learn from each other as we navigate these uncharted waters. Why knot support NHLA Product Development?
