Hardwood industry leaders have come together to create a single campaign to raise awareness and promote the use of American hardwoods in products for the home and building. The campaign aims to give the industry a cohesive identity and to elevate American Hardwoods as the building material of choice. Launching this summer, the American Hardwood Information Center, housed at www.hardwoodinfo.com, will be the official resource of the campaign, with member tools as well as information on design trends, care and maintenance, installation, finishing and professional specifying of American hardwood products.

“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 Nancy Arend, vp Northwest Hardwoods and representative of the American Hardwood Information Center.

Hardwood industry 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 campaign.  

A logo and tagline have been developed to reflect the most notable characteristics of American hardwoods. The  tagline “Treasured for Generations,” coupled with the logo showing three American Hardwood leaves including Maple, Oak and Hickory, are meant to convey the variety of choices available with hardwood and indicate the timeless beauty and enduring value that come naturally with this material. This offers a recognizable identity to the whole industry from the forest to the finished product.

The next phase of the campaign includes the launch of a new, revamped website for the American Hardwood Information Center, www.hardwoodinfo.com. The Center is the authoritative resource for consumers and professionals looking for information about American Hardwoods, providing information on how to select hardwood species and build with American Hardwood products and offering advice from industry experts on decorating, care and maintenance, and design trends.  

To help roll out the campaign, the industry has engaged a communications firm, New York-based Gibbs & Soell (G&S), though members of the industry are encouraged to promote the campaign among customers, professionals and other hardwood industry leaders by incorporating American Hardwoods messaging and branding within their individual companies and organizations.

According to Arend, “We have a golden opportunity uncovered by the research to dramatically increase the use of American hardwoods among consumers and pros based on their deep appreciation of its attributes. It’s time for the industry to come together to claim our pride of place in the American home.”