Hardwood Industry Forms Unified Campaign

Washington, DC, March 4, 2011 -- The Unified Hardwood Promotion has been created to raise awareness and promote the use of American hardwoods in products for the home and in building.

It is a coalition of hardwood industry leaders who have come together to create a single campaign to elevate American hardwoods as the building material of choice.
 
“This unique effort combines the best practices of more than 20 hardwood trade associations and leading product manufacturers who have come together with the common goal of inspiring increased usage of American hardwoods in products from cabinetry to furniture to flooring,” said Terry Brennan of Baillie Lumber, chairman of the UHP.
 
UHP leaders have contributed to the program through hands-on involvement in consumer research and brand development, as well as support through financial contributions.

Trade associations involved in the campaign include Appalachian Hardwood Manufacturers Inc., Hardwood Distributors Association, Hardwood Manufacturers Association, Hardwood Council, Hardwood Plywood & Veneer Association, National Hardwood Lumber Association, National Wood Flooring Association, Penn York Lumberman’s Club and Wood Component Manufacturers Association.

American Hardwood Export Council will also help disseminate the new message throughout export markets. The Hardwood Federation is providing administrative functions for the UHP. 
 
Research showed that more than 90% of consumers and pros like hardwood as a material for furniture, flooring, cabinets or building materials.

A logo and tagline, “Treasured for Generations,”  have been developed to reflect the most notable characteristics of American Hardwoods.

The next phase of the campaign will be to get members familiar with the new brand and positioning and how it can enhance their business.