Release from the Real American Hardwood Promotion Coalition
The U.S. hardwood industry is facing significant change driven by stiff competition from wood look-alike products, relentless misleading campaigns about the sustainability of wood products, a slowing world economy, and the ongoing U.S. trade war with China. Markets are shrinking and businesses face an uncertain future.
That is changing with a new emphasis by a group of hardwood association executives, re-energized by the success of joint efforts on the Hardwood Economic Impact Study. This Real American Hardwood Coalition came together in early 2019 to brainstorm on a voluntary industry-wide promotion initiative.
The top priorities are transparency and moving forward in a way that engages all members of the hardwood community. The mission is to develop a clear, concise and overarching brand statement and promotion program.