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Promotion begins for ‘real American’ hardwoods


The Real American Hardwood Coalition, formed in 2019 and led by national, regional and state hardwood association executives, is taking its message to the public.

“We’ve banded together in an effort to increase sales of American hardwoods, improve industry stability, and raise awareness of the health and environmental benefits of real American hardwoods,” says Amy Snell, secretary of the coalition and executive director of the Wood Component Manufacturers Association. “Because this is an association led effort, we are confident that all sectors of the industry will benefit from our work. It is exciting that so many diverse groups have come together with one common goal.”

The coalition has stated four goals for a successful industry led promotion: To educate consumers and raise public awareness about the benefits of real American hardwood products; increase markets and sales; improve industry stability, and research and develop new products.

The coalition has recently launched a consumer-facing website that touts the advantages of domestic hardwood flooring, cabinetry, furniture, millwork and other products.

“In 2021, we made great progress in developing the branding and messaging that will help move the needle with consumers, as well as launching an industry website. In 2022, we’ve partnered with a nationally recognized marketing firm and are looking forward to their development of the consumer website and social media campaign. It is so exciting to be involved at the ground floor level of what we hope will be a long-standing, well recognized promotion of our products,” Snell adds.

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This article was originally published in the March 2022 issue.

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