The Merchant Magazine - March 2013

CEDAR SIDING, SHAKES & SHINGLES REDWOOD CALIFORNIA LUMBER TAX

MARCH 2013

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4 The Merchant Magazine March 2013 Building-Products.com

March 2013Volume 91 Number 9

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CHANGE OF ADDRESS Send address label fromrecent issue, new address, and 9-digit zip to addressbelow. POSTMASTER Send address changes to TheMerchant Magazine, 4500 Campus Dr., Ste. 480,Newport Beach, Ca. 92660-1872.The Merchant Magazine (ISSN 7399723) (USPS 796-560) is published monthly at 4500 Campus Dr., Ste.480, Newport Beach, Ca. 92660-1872 by CutlerPublishing, Inc. Periodicals Postage paid at NewportBeach, Ca., and additional post offices. It is an indepen-dently-owned publication for the retail, wholesale anddistribution levels of the lumber and building productsmarkets in 13 western states. Copyright®2013 by CutlerPublishing, Inc. Cover and entire contents are fully pro-tected and must not be reproduced in any manner with-out written permission. All Rights Reserved. It reservesthe right to accept or reject any editorial or advertisingmatter, and assumes no liability for materials furnishedto it.

Special Features8 FEATURE STORY

REDWOOD A NATURAL FOR “BUYAMERICAN” CAMPAIGNS

10 PRODUCT SPOTLIGHTOPTING FOR WESTERN RED CEDAR

12 FIRST PERSONDEFENDING CEDAR SHAKES, SHINGLES

14 MARGIN BUILDERSFLEXIBLE MATERIAL HANDLING

18 FIRST PERSONCALIFORNIA DEALERS BALK AT TAX

In Every Issue6 TOTALLY RANDOM

16 COMPETITIVE INTELLIGENCE

20 OLSEN ON SALES

22 GREEN RETAILING

30 MOVERS & SHAKERS

32 MANAGEMENT TIPS

34 KAHLE ON SALES

38 IN MEMORIAM

40 FAMILY BUSINESS

42 NEW PRODUCTS

46 ASSOCIATION UPDATE

48 CLASSIFIED MARKETPLACE

49 DATE BOOK

50 IDEA FILE

50 ADVERTISERS INDEX

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Publisher Alan [email protected]

Publisher Emeritus David CutlerDirector of Editorial & Production

David [email protected]

Editor Karen [email protected]

Contributing EditorsDwight CurranJames Olsen

Jay TomptCarla Waldemar

Advertising Sales ManagerChuck Casey

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Administration Director/SecretaryMarie Oakes [email protected]

Circulation Manager Heather [email protected]

How to AdvertiseChuck Casey

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Alan Oakeswww.building-products.com


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Liar, Liar, pants on fireAS EVERYTHING COMES in threes, my hope is that my first three travel adventures of

2013 bring to an end my mishaps for the year. My first event cost $800 and 17hours of travel time—after which I never arrived in Eureka, Ca., for the Humboldt Hoo-Hoo Club crab feed. Unlike Archimedes, the pilot could not find his way in the fog.

A few days later, heading for the International Builders Show, I placed my shoes onthe airport security belt and by the time they emerged from the scanner, one of my shoeshad been cut in half. Eighty dollars in taxi fares later, I found the only store open inVegas –Walmart—and a new shiny pair of $30 shoes. And, the following weekend,while I escaped Boston hours before the blizzard, I endured a great bout of seafood poi-soning to kick off the NRLA show. Happy days!

I had something happen to me the other day that made me think about how muchlying we see in business. Sometimes people just cannot face you and tell you outrightwhy they did not do something you were expecting. The trouble is so many of these liesare so transparent it creates a pattern of distrust that is difficult to overcome in futurenegotiations or contact. In a recent survey, 25% of executives admitted to lying at workand 39% confessed to exaggeration.

Sometimes, it is not the actual lying itself but—a la’ Lance Armstrong—the cover-upthat can be more difficult to forgive. Now, I think it true that we all fib a bit. Studies sug-gest we all bend the truth one to two times a day, mostly at work. Some of the lies atwork are really a covering up to protect a mistake or something forgotten, but in mostcases they create no real harm, unless there is a consistent pattern of incompetence. Insome cases, it may be to give a positive yet unearned affirmation to try to motivate a col-league or employee. But what about those sick days when not really sick? The trouble isthat human nature creates a snowball. Once you get away with one, then two fabrica-tions, lying can become a habit and those around you must decide when to believe you—and at what point to pretty much discount everything you say.

As an employee, while we may not actually think we are lying, a simple act of omis-sion is no different. For example, if we see an employee stealing stationery, we are facedwith a difficult dilemma: do we do nothing or do we blow the whistle and suffer all thenegatives that accompany that decison? How about not announcing a pregnancy at workbecause of fear of what it might mean? I think most of us would understand the latterdue to corporate behavior. I think the biggest lies I have observed in my career camewhen state-of-the-art practitioners of sucking up got away with it and were even promot-ed because of it. Inflation of truth, whether on your resume or telling your boss howgreat (s)he is when (s)he is not, is in fact a lie.

Over the years, we have all heard of severe fraud within corporations, such as Enron.Even in this industry, The Merchant’s news columns have reported on bookkeepers whohave been ripping off their employers for years. But more often it is that above- andbelow-the-line stretching of the truth we encounter in dealing with customers and suppli-ers. While most business actions are transparent, there are a number of occasions wherenegotiations may not be quite truthful if it means getting the order or not getting it. To beable to negotiate effectively, you need to be able to trust whoyou are negotiating with. I always try to establish this hon-esty by asking questions that I already know the answerto. If I come to the conclusion that I cannot trust them, Itry to let them know in subtle and sometimes not-so-sub-tle ways that I know.

But, just as at Enron, if you create a culture from thetop down that says nothing stands in the way of businessresults and personal gain, that everything and any-thing is okay, and that cheating and lying, bothinternally and externally, are acceptable meth-ods of conducting business, be careful. Justask old Bernie Madoff!

I look forward to being in the safety ofmy office for the next two weeks, buthappy trails to you.

TOTALLY RandomBy Alan Oakes

Alan Oakes, [email protected]


CONSUMER PRIDE IN American-made products hasreturned, with a lesson for manufacturers: quality,

quality, quality. In an age where brand loyalty can shiftwith the perceived best price for the product, we have ourwork cut out for us to not only help consumers give them-selves permission to invest in American-made products,but to applaud their faith in the quality of the products thatcannot be grown anywhere else in the world.

Today’s consumer is used to abundant selection whenpurchasing just about anything—even building productsfor their home improvement projects. Thanks to eye-open-ing reports, like the ABC News “Made in America” seriesfrom 2011, the trend is shifting to more awareness of theproduct’s origins and a preference for items original toAmerica. For example, Walmart has a $50 billion “BuyAmerican” campaign for things made and grown in the

Redwood a natural for“Buy American” campaigns

FEATURE StoryBy Charlie Jourdain, California Redwood Association

U.S. that boost our economy and quality of life. One example of quality that’s uniquely American: red-

wood. This entire species, Sequoia sempervirens, is grown,harvested and manufactured along a strip of NorthernCalifornia coast. Redwoods have grown here since beforethe first settlers set foot on this land. Thanks to the strictestforest management standards, our member companiesproudly nurture and grow the most protected commercialtimber species in the world. Moreover, they plant moretrees than they harvest, ensuring there will be redwoodtrees both to enjoy and harvest for future generations.

Indeed, the names of the member mills of the CaliforniaRedwood Association read like a map of our beautifulstate: Big Creek Lumber Co., Humboldt Redwood Co.,The California Redwood Co., Mad River Lumber,Mendocino Forest Products, Schmidbauer Lumber Co.Each business, like their products, is proudly California-grown and connects its corporate identity with the state,county, local watercourse, or well-known local family.

The people who grow redwood are not only proud ofwhere it’s grown, but its quality and eco-friendliness. Thehardiness and natural benefits of redwood make it an idealmaterial for outdoor living. Other manmade products mar-ket themselves as equal to the task, but is it really true, orjust marketing?

That’s the question we found ourselves asking as somecomposite/plastic decking alternatives came to market pro-moting their supposed environmental qualities. So wecommissioned a Life Cycle Analysis study comparing red-wood decking to composite decking. To read an executivesummary of the LCA study, visit www.rootedintruth.org.The results clearly show that the energy needed to manu-facture and transport composite decking has a huge envi-ronmental cost in terms of carbon footprint or globalwarming potential when compared to naturally grown andAmerican-made redwood decking.

When a customer asks what the differences are, whatsort of return they will see on their investment of a new

HOMEGROWN California redwood decking can be the perfect center-piece of “Buy American” sales efforts. (All photos courtesy CRA)

Building-Products.com March 2013 The Merchant Magazine 9

deck when choosing a naturallygrown product over something man-made, I’d humbly argue that redwoodhas a huge edge on new, relatively-untested products. Grown in one ofthe world’s healthiest forest systems,redwood is decay-resistant and easyto work with. A renewable resource,recyclable (unlike composite deck-ing), redwood absorbs and traps car-bon dioxide even after harvesting andmilling. It’s also naturally resistant towarping and shrinking, meets strictCalifornia fire codes, and is easy tomaintain and restore. Redwoodenhances the natural beauty so manypeople love about their own surround-ings. And the cherry on top: originallyAmerican.

American-made redwood is alsosuperior to natural wood that isshipped in from long distances.Though some consumers might feelthe pull of exotic or imported hard-woods, redwood is the natural choice.Species such as ipé or other tropicalhardwoods travel thousands of milesto be installed in an American back-yard. Even species of cedar from

Canada or China, or radiata pine fromNew Zealand, take a backseat to red-wood in quality and eco-friendliness.

There is simply no excuse forsomeone not to buy redwood. Theeconomic and environmental benefitsmake a beautiful product all the moreattractive to anyone who embraces a“Buy American” mentality.

– Charlie Jourdain is president of theCalifornia Redwood Association. Reachhim at [email protected] or (888)CAL-REDWOOD.


Western red cedarmatches style and budget

beauty, warmth and a uniquely realaesthetic appeal into projects largeand small. Ideas, tips and how-toinformation can be found atwrcla.org.

Rising consumer confidenceamong upper-income households hasdriven increased home-related spend-ing and created a surge in home repairand remodeling. Remodel projects arestill carrying the load in residentialconstruction, even as the new con-struction housing market has shownsome encouraging signs.

An evolving family dynamic hasput added pressure on homeowners toaccommodate multi-generationalhouseholds. As a result, motivatedhomeowners are turning to profes-sional contractors and tackling pro-jects themselves to transform needinto reality.

Spring is the most popular time ofyear for renovation. Room additionsor enhancing decks and outdoorspaces are at the top of many to-dolists—but far from the only homeimprovement pursuits. Projects rangefrom the practicality of adding indooror outdoor living space to the beautyof enhancing curb appeal. Some blendthe two to create a seamless transitionfrom indoor to outdoor.

Western red cedar adds value to ahome, deck and outdoor living space.The wood’s deep hues, natural resis-tance to moisture, decay and insectdamage, and straight grain and texturemake it one of the most workable,rewarding and versatile woods. Itsdimensional stability, the result of lowdensity and shrinkage factors, allowsthe wood to lie flat, stay straight, andhold fastenings tightly.

A SIGNIFICANT MARKET reset overthe past several years has rede-

fined the way consumers live andspend, and created a need for distribu-tors to shift the way they specify andsupply materials.

Today’s selective marketplacecasts more scrutiny on building prod-ucts than ever before. Materials haveto stand up to demanding constructionand environmental expectations, allwhile returning value from source tosupplier to end user.

Materials must meet the demandfor inspired design that is durable andtimeless. Building products have to

look good, be environmentally con-scious, and deliver a return on invest-ment. Identifying materials that deliv-er well-rounded value is where thedistributor plays an important role.

Once a nice-to-have, green is nowa given. Materials that combine inde-pendently verified environmentalqualities with unquestioned beauty,durability and functionality achievethe greatest return.

For those reasons, western redcedar is a desirable choice, especiallyfor siding and decking projects.Renewable and readily available,western red cedar infuses natural

Product SpotlightWestern Red Cedar

WESTERN RED CEDAR adds value to a home or outdoor living area. All photos courtesy Western Red Cedar Lumber Association


A building’s exterior is its firstand lasting impression on visitorsand passersby. It also serves as afirst line of defense against the ele-ments. Done well and utilizing time-less materials, its cladding can cre-ate a classic look that stands outwhile adding value.

Western red cedar is one suchmaterial. Its ageless sophisticationand elegance perfectly infuse naturalbeauty, warmth and inspired designthat complements any architecturalstyle.

Although modern science hasgiven us many synthetic productsthat try to mimic the look of wood,solid woods like western red cedarstill remain a favorite choice. Withroutine care, wood siding will out-last synthetic siding materials whileradiating the real wood warmth andappearance.

Many resources are available atwrcla.org to help generate ideas andinform the materials selectionprocess for the professional and do-it-yourself homeowner. But there areseveral key factors to consider whenchoosing cedar as a siding material.

Beauty. Above all, western redcedar has an enduring beauty thatenhances the style of any building.Many cedar-sided houses built cen-turies ago still look beautiful todayand have been prized because oftheir innate resistance to both mois-ture and insects.

Wood siding is available in manyoptions and finishes to fit thelifestyle of any building and effort-lessly add warmth to both monolith-ic and modern structures.

Durability. As is true withmost materials, the most sustainablesiding products are those that lastthe longest. Choosing a material thatis both durable and suitable for yourregion’s climate will help reducemaintenance and repair costs, extend

the life of a home, and keep oldmaterials from filling up the locallandfill.

Western red cedar is a wood withgreat dimensional stability and nat-ural decay resistance. Free of pitchand resin, it provides an excellentbase for a wide range of finishes.Paired with vapor barriers and build-ing paper, and installed on the out-side face of the wall sheathing, cedarprovides a tight, natural barrier thatprevents outside moisture from get-ting into the wall cavity while allow-ing moisture vapor to escape.

Usability. To add to the ease ofcedar siding installation, wood clap-boards can also be stained ratherthan painted to minimize peeling.Western red cedar siding comes inmany different patterns andgrades—such as bevel, board andbatten, channel, and tongue-and-groove—to match style and budgetand accommodate creative tastes

and customized needs.

Sustainability. While somesiding products are still being manu-factured from trees harvested fromold-growth forests, Western redcedar is the only Forest StewardshipCouncil-certified siding. Cedar isalso made from a renewableresource, uses less energy to manu-facture than more highly processedsynthetic materials, and results invery little waste because variousindustries make use of all the scrapwood.

Choosing a material that com-bines aesthetic appeal, versatilityand durability delivers the greatestvalue, especially when care is takenfor proper application.

Installation and maintenance ofwestern red cedar siding is easy andthe finished product produces a greatresult. The wood’s durability warmsup a building with a clean, rich lookand ageless style.

Cladding for Creative Tastes & Customized Needs

Hailed by both contractors and do-it-yourself experts alike, wood’s abili-ty to lend warmth to modern andmonolithic designs and to the sur-rounding environment is unques-tioned. The stylish texture and rustic-colored warmth of western red cedar

defines a mood and character, espe-cially when building a stylish deck.

Wood’s return on investment isalso an important consideration.Woods like western red cedar typical-ly recoup between 69% and 78% oftheir initial costs when a home is

resold, according to industry experts. Materials that combine timeless

appeal, durability and a reputation forbeing easy to maintain are popularchoices for a lasting impression. Theydeliver the value today’s consumer islooking for and look good doing it.


Shake and fake?In defense of cedar shakes and shingles

Advertising with negative messag-ing about real cedar shakes and shin-gles feeds off the principal of “If yousay something enough times, sooneror later people will believe you.”When they believe your message,they will pass it on. By the time thethird or fourth person hears andrepeats the false message, presto, itbecomes accepted as fact by the gen-eral population.

Just consider the following falsestatements now thought of as accept-ed facts :

“You can’t get old growth any-more and there are no forests left.”

“Cedar shakes need constant main-tenance and don’t last.”

“Cedar shakes burn.”“Quality cedar is not available or is

too expensive.”“Cedar shakes are too hard to

install.”

YOU DON’T HAVE TO go very farthese days to be exposed to man-

made roofing materials, all claimingto emulate, replicate, duplicate andimitate real western red cedar shakesand shingles. Many imitators even usethe long-standing trade names associ-ated with real cedar shakes and shin-gles, such as split shakes and sawnshingles.

Take, for example, the recentInternational Builders Show in LasVegas. Literally dozens of shake andshingle producers clamored for atten-tion with their sample roof and wallpanels of fakes, attempting to copyreal cedar while at the same time den-igrating the very product they tried tocopy. We even had one shake produc-er come to our cedar shake and shin-gle stand at the show asking for a spe-cial selection of cedar shakes theycould use for their copy moulds!

FIRST PersonBy Randy Engh, B.C. Shake & Shingle Association

If you’ve bought into any of thesestatements, remember, they didn’tcome from our industry! While it issaid that imitation may be the sincer-est form of flattery, the shake andshingle industry is not impressed withthe ongoing negative smear cam-paign. We appreciate the opportunityto set the record straight and speak forourselves about our own product.

Cedar shake and shingles are, ofcourse, made from old growth rawmaterial. They are salvaged in ecolog-ically responsible helicopter airliftsfrom downed trees left in the forestfrom multiple decades ago, as well assupplied from the world’s leaders inforestry stewardship in log form thatbig-lumber sawmills can’t utilize.Produced in factories with completewaste utilization and the lowest ener-gy consumption of any roofing prod-uct, real old growth western red cedarshakes are truly the most ecological,green, renewable roofing choice.

Cedar is classed in the scientificcategory of “most durable”—that’swhy natural cedar shakes have beenused and proven for three centuries ofhuman habitation protection. Today’sadded factory pressure preservativetreatments increase cedar’s perfor-mance in damp climates where roofdebris and moisture accumulate. Theproducts even carry a 30-year trans-ferable, 50-year non-transferable,non-pro-rated warranty to back it up.Pat Skwarok, Western WoodPreservers, Aldergrove, B.C., saysthat in over 30 years of treating realcedar for the industry, his companyhas never had a claim due to decay.

Factory-applied pressure preserva-


tives greatly reduce the need for roofcleaning and maintenance. In fact,just like every other roofing producton the market today, cleaning ofexcess debris for appearance and fireprotection is all that is required withfactory preserved shakes and shingles.

Fire protection for cedar shakesand shingles in areas that requireClass C, B, and even Class A roofinghas been available for decades andalso carries a 30/50 year, code-per-forming warranty.

Quality of shakes and shingles isnever an issue when purchasing prod-ucts with ICC-ES report numbers onthe label. Each member mill of theB.C. Shake & Shingle Associationadheres to grading and packingrequirements of 288 lineal inches ofon-grade shakes per bundle of 24-inchshakes and tapersawns, and 635 linealinches of on-grade shingles per bun-dle of 18-inch perfections. Simplydemand ICC-ES-accredited, BCSSAmember mill production, for assur-ance of quality from mills that con-form to grade.

While the cost of all roofing prod-ucts fluctuates, real cedar is verycompetitive with, if not less expensivethan, many of the current manmadeimitations. A quick price comparisonwill show that all the benefits of usingreal cedar, with its centuries of provenperformance, are available at favor-able price points.

Installation methods of real cedarshakes and shingles have changedvery little over the decades. BCSSAhas produced a helpful installationinstruction DVD in English andSpanish. It’s posted on our website

REAL CEDAR roofing has distinct advantages over the manmade imitators.(All photos courtesy B.C. Shake & Shingle Association)

along with our “Authentic Choice,”“Care & Maintenance,” and “Facts &Myths about Real Cedar” video col-lection.

There are regional and preferencedifferences for cedar shakes and shin-gles. Shakes have the natural splitface and appeal, tapersawn shakes thethick smooth profile, and shingles theflat refined appearance. It’s under-standable that suppliers promote theproducts that are easiest to market.Just bear in mind that cedar shakes,with their two-ply and felt paperinstallation, have been proven sincetheir inception; cedar tapersawnshakes are a beautiful choice for ashake-style, flat-laying roof, and shin-gles, with their three-ply system, are

refined and elegant. All three choicesare perfectly adaptable and accept-able, depending on your customer’sinterests.

There has never been more infor-mation available that is so easy toaccess. Just check out our site atwww.bcshakeshingle.com for all thefacts, as well as our member mill list.

So the next time you hear or seenegative advertising or misinforma-tion about real cedar shakes and shin-gles, just consider where it’s comingfrom. Real cedar may be often imitat-ed, but simply cannot be duplicated.

– Randy Engh is manager of the B.C.Shake & Shingle Association. Reach himat [email protected].


Turning on a dimeDistributor profits from flexibilityin material handling equipmentIN SEATTLE, WA., HOMEOWNERS and

business owners needing to re-rooftheir steep-pitch rooftops in neighbor-hoods with narrow, congested streetsoften run into a roofing supply deliv-ery conundrum.

Steep-pitch roofs don’t offer muchroom to store roofing supplies for aroofing project. And with few placesto park a truck, delivery of roofingsupplies in Seattle is tricky business.That’s why many Puget Sound con-

MARGIN BuildersMaterial Handling

LEASING many of its trucks has provided Seattle-area roofing distributor with the flexibility it requiresto serve local contractors. (All photos courtesy PacLease)

Peterson, senior vice president for thewestern division of Stoneway’s parent,SRS Distribution. “Over the years, wehave strived to develop the best-in-class rooftop delivery service andoften make deliveries when otherscould not.”

Peterson said choosing the rightpeople and the right equipment makesa big difference and is a competitiveadvantage in the company’s expertability to deliver roofing supplies suchas asphalt shingles, cedar shakes, ven-tilation products, skylights and metalroofing systems.

In addition to its flagship Seattlebranch location, Stoneway operatesfour branches within a 100-mile radiusof Seattle. The distributor was startedin 1924. It was acquired in 2008 bySRS, one of the fastest growing build-ing products distribution companies inthe United States. Peterson is respon-sible for overseeing fleet operationsfor 23 locations in the West, whichincludes the five Stoneway branchlocations in western Washington.

Integral to its ability to be flexibleand profitable was its decision, yearsago, to lease its trucks. “By leasingour trucks, we can focus on what wedo best and that is concentrating onproviding timely and safe deliveries toour customers, while relying on ourleasing provider to maintain thetrucks,” Peterson said.

“We have a specialized need andmany leasing companies offer trucksthat are generic in specs and notdesigned specifically for our applica-tion,” he continued. “Our operationneeds trucks that are easy to maneu-ver, provide adequate power, and hold

tractors have learned to rely onStoneway Roofing Supply to get thesupplies they need to their jobsites.

By using trucks equipped with haybale-type conveyors and knuckle-jointed cranes, Stoneway developeddelivery techniques that preciselydeliver roofing materials to the job-sites quickly, efficiently and safely.

“Customer service is our numberone priority and rooftop deliveryexcellence our passion,” said Lonnie


plies into jobsites that can be challeng-ing in which to maneuver because ofnarrow, crowded streets and overheadwires that power King County Metrotrolley buses.

The trucks are also specified withenough power to get up and downSeattle’s hills and to navigate stop andgo traffic in the Puget Sound area withfull loads, he added.

“Payload capacity is everything forus,” Peterson said. “The more ourtrucks can carry, the fewer trips theyhave to make.”

Just as important, by leasing, SRSdoesn’t have to commit financialresources that it might need for otherbusiness requirements. That is attrac-tive for a company that has more thandoubled in size through the economicdownturn and recovery by acquiringcompanies like Stoneway.

up well in the punishing urban envi-ronment of the Seattle area.”

Since Stoneway sometimes pur-chases its leased trucks after the leaseterm is complete, the company alsowanted trucks that perform well afterthe lease term is completed, withouthigh maintenance costs.

Peterson said before the companystarted leasing from PacLease, man-agers often juggled delivery schedulesin order to accommodate maintenanceissues that cropped up, with some suc-cess. But they knew that it would onlybe a matter of time before the mainte-nance and performance issues wouldeventually start costing the companybusiness.

“The one thing we can not afford ismaking late deliveries,” he said. “Con-tractors rely on us to deliver materialson a timely basis. If we’re late, thenthat means our customers can’t gettheir work completed on time. If it’s abig jobsite that receives many deliver-ies each day, a delay on our part canaffect many other deliveries.”

Besides the indirect cost to its repu-tation, there’s the direct cost of havinga truck down due to maintenanceissues. Peterson states that the revenueloss is significant if a truck is unex-pectedly out of service.

So Stoneway started exploringoptions. It had been having several ofits trucks maintained byWesternPacific Leasing, the local PacLeasefranchise. So in 2004, Stoneway beganleasing used Kenworth trucks fromWestern.

Peterson said PacLease workedwith Western to come up with full-ser-vice leasing solutions that allowedStoneway to order trucks with equip-ment and features that would workwell for the conditions in which thecompany delivers.

“Rather than offer us cookie-cuttertrucks,” he said, “they leased qualitytrucks built based on what we said weneeded. They got to know our busi-ness and really took care to provide uswith the units that would serve us wellinto the future. Having premiumtrucks specified for our operation cer-tainly makes our drivers happy aswell.”

SRS Distribution now leases fourClass 8 models, including a PeterbiltModel 365, a Peterbilt Model 367, andtwo Kenworth T800s with 450-hpCummins ISX and 455-hp PACCARMX engines and manual transmissionsfor larger loads. The company alsoleases 14 smaller Class 7 straight

VERSATILITY IN delivery is a necessity for distributor Stoneway Roofing Supply.

trucks from Western, including thePeterbilt Model 320 and the PeterbiltModel 348 for the Stoneway Roofingoperation and its roofing supply distri-bution company in Oregon, RooflineSupply and Delivery. The smallerClass 7 straight trucks are equippedwith 350-hp PACCAR PX-8 enginesand automatic transmissions.

The automatic transmissions makethe smaller straight trucks easier todrive, Peterson said. Some ofStoneway’s straight trucks areequipped with side-mounted enginepower take-offs to power 26-ft. Hiabknuckle boom cranes and customizedCleasby conveyors. Plus, the knuckleboom crane and conveyor trucks areequipped with PTO sensors, whichmonitors PTO use and keeps theengine from being overworked. Thesespecs allow the trucks to deliver sup-


Indiana dealerhits refresh button

DEALERS’ staff was supportive of—and flexible during—Dye Lumber’s makeover into a full-servicehome center, including (l-r, front row) Lori Clark, Becky Myers, Kathy Polak; (back row) Dexter Knoll,inventory mgr. Matt Kiser, store mgr. Denny Tyler, and owner Art Dragoo.

acre site across the road from a SuperWalMart, swapping what he looksback on as a “poor location, stuck in aresidential district that had grown uparound it” to prime time on a U.S.highway.

Smart move. But that was then,and this is ten years later. “Time tofreshen up and look at our inventoryand product mix,” he resolved, andwith a little prod from his man at Doit Best, who stepped in to study thesurrounding market and advise onproduct mix, the 10,000-sq. ft. storereceived a makeover worthy of a TVshow.

He added 5,000 new products,such as home-décor must-haves likevanity tops and kitchen countertops.He expanded the plumbing, electricaland paint lines. He launched a tool-rental service, aimed at offering con-venience to his roster of pros and savethem a time-consuming drive. “Plus,there are two lakes nearby, and theowners of those summer homes comein here, too,” Art adds.

Contractors have always been themainstay of Dye’s accounts, but,especially in these wizened times,maybe eggs belong in other baskets,too—like, those on the arms ofwomen. “I heard, ‘Women don’t likelumberyards’”—think, dark anddusty, a maze of crowded aisles withno roadmap—a frat house for thegood ol’ boys who knew the secrethandshake. So goodbye, lumberyard;hello, home center.

Art changed—okay, dramaticallyredesigned—his storefront and, espe-cially, its signage, so that now folksbombing along the highway can spot

COMPETITIVE IntelligenceBy Carla Waldemar

THE VERDICT’S NOT in yet. Debateis still raging among social scien-

tists over the power of heredity vs.environment in forming one’s life.Why do we do what we do? Is it inthe genes or in the training?

Either way, Art Dragoo’s futurewas pre-determined from the get-go.His great-grandfather owned a lum-beryard. The one that Art grew up inthe Indiana countryside—Dye HomeLumber, a yard since 1880—was pur-chased by his grandfather in 1924,from an owner on the other side ofArt’s family tree. Art, himself, put inplenty of face time with a broom andsawdust before heading out into thefuture to work in banking and sales.

Bet you can guess what’s coming.In 1998, after 12 years in the big city

(well, Fort Wayne), a longstandinggeneral manager of the lumber opera-tion retired, and the call of heredity(or was it, early environment?) provedtoo strong to resist. Art stepped backin. “It was a good fit; I like to work ina small business and was looking foran opportunity to take charge of oneof my own,” he confesses.

Not so small by then, however. In1930 a second yard had been added inRoyal Center, then a third in 1946when his grandfather (who died in1961) broke ground for theMonticello store, today headquartersof the three-yard operation, all about20 to 30 minutes apart.

Art wasn’t a man to march inplace. In 2001, he relocated theMonticello operation to a new, 12-


ONE-THIRD of the Monticello store’s floor space was converted tokitchen, bath and home decor displays to appeal to consumers.

cues that spur them to swerve into the parking lot. “We also moved the contractor sales counter from the

front to the back of the store, so the entrance is less intimi-dating for retail shoppers,” staffed with friendly peopleready to talk a lady through her project. Paint’s up front,now, too, paired with other home-improvement vignettesto motivate a re-do. “We re-lit the store so that it’s notice-ably brighter. And we actually reduced shelving by 25%,creating room for displays and taller fixtures, laid out moreefficiently. The staff is ready to spot someone needinghelp. We didn’t have to retrain them, but we did add twomore people, one from another store plus a plumbing-sup-ply guy.”

But the question is, is it working?“Cash sales are now a larger percent (not larger gross,

of course) than contractors’ accounts,” Art says. “We had agood holiday season. But since Christmas, with the addi-tions in kitchen and bath and countertops, that business hasjust ignited! People are coming in, getting quotes. There’snot a lot of new construction in this recession, but home-

owners are sprucing up, replacing a roof, adding a deck,creating a new look without destroying the budget.”

Contractors are on hand, happy to inhale the work. Andin turn, they appreciate the new tool rental service, the freedelivery. (“A rarity!” Art notes, adding, “We found a lot ofresistance to a $10 fee for delivering a handful of boards.”)Free estimates and design service, too. Hours have notbeen expanded, but then, they probably don’t need to bebecause Dye keeps the lights on until 4 p.m. on Saturdays.

Dye’s 12 employees surprised their boss by cheerlead-ing the project, just when he’d been clenching his teeth inanticipation of grumbles over the chaos. “They weren’tafraid of the inconvenience of the store being torn apart; infact, they thought it was a lot of fun. They stepped up tothe plate and appreciated that the remodel offered a lotmore stability for all of us.”

Even Mike, a gentlemen hired by Art’s grandfatherback in the 1940s. He’d retired after 54 years, but, Artsays, “I called him back to help with screen and glassrepairs, and he’s here five days a week. He’s the first oneto offer suggestions and new ideas.”

Art’s two other stores are benefiting, too. They can sendcustomers to Monticello’s showroom or to pick up itemsthat are out of inventory. And Dye’s increased advertisingand marketing campaigns benefit them, too.

Art uses circulars, newspaper and radio ads to drawnewcomers. He used direct mail to send out a 100-pagecatalog—“an expensive piece, but so good for us—lots offeedback from new customers, who come in saying, ‘I hadno idea….,’” he testifies.

A grand opening drew hordes of first-timers, too. “Wegot great response. We also did a promotion that gaveaway a $1,000 shopping spree, for which anyone in allthree locations could register. Got a free newspaper articleand a photographer out for that one, too.

“We also sponsor events, like our contractor apprecia-tion lunch in December. We offer training sessions, too,such as seminars on building-code changes or vendors’demos of new products.

Although a website is still in the making, Dye is alreadyactive on Facebook. “Those users are not my contractors,”Art has to laugh. But they’re the customers of the future—“a whole, new market, that’s for sure”—and the outreach isfree. “We post employees’ photos and promotions, such ason April 1, “April Fool April Tool,” offering 20% off withthe mention of the announcement (50% discount for any-one wearing a propeller beanie!).

Another unconventional promo again cost nearly noth-ing. Art has stationed a giant, 12-ft. Adirondack chair infront of the building, right across the road from WalMart.“People stop to take their pictures init” and then, of course, proceed towander through the aisles.

The moral of the story is prettyclear: When times are slow, usethose moments to spruce up yourofferings, refresh your image, andcall on creative, rather thancostly, new ways to spreadthe word. Then, you’re readyfor take-off: 2013, here wecome!

Carla [email protected]


FIRST PersonBy Ken Dunham, West Coast Lumber & Building Materials Association

Lumber assessment a baddeal for California dealersWITH CALIFORNIA’S CONTROVER-

SIAL “lumber assessment” nowbeing assessed on most lumber prod-ucts sold in the state under so-called

“emergency” regulations from thestate’s tax collection agency, the StateBoard of Equalization (BOE), thenext process for the state agency is to

What’s there to like about it? Itcost us a lot of time and expense toprogram the Lumber AssessmentFee (LAF) billing and collectionprocess and then when it kicked inon Jan. 1, our customers blamed usfor their added cost. Other than that,everything was a piece of cake.

At Ganahl Lumber, we do all ourown programming, so when theLAF was passed at the end of thelegislative session, we started assoon as we received some generalguidance from the West Coast Lum-ber & Building Material Associationto weave the LAF into our computersystem. It took our very experiencedprogrammer about 350 hours—near-ly all of November and December—to modify and test approximately 90programs that the LAF affected.

We also had to coordinate theLAF with the outside vendor thatsupports our cash registers. Thenkey individuals in the purchasingdepartment got to spend consider-able time identifying and flaggingthe products in our 50,000 productSKU file that the LAF affected.

Added to this were the consider-able complications of handling theestimates and sales orders that wereentered into our system before Jan.1 but not actually picked up orshipped to our customer until after

Jan. 1. And, of course, all of thiswas at the end of the year whenthere were only a few other mattersthat needed attention—not!

After explaning the LAF to allour salespeople shortly before Jan.1, we rolled it out. As expected, ourcustomers were thrilled. Wereceived comments, with assortedX-rated variations, such as:

“Why are you guys charging meanother tax?”

“How come I never saw this inthe voting booth since I’m the onepaying for it?”

“Why, I’m thrilled to help thestate balance its budget.” (I addedthat one.)

Our true LAF installation costsexceeded $20,000, made up primari-ly of skilled Ganahl employees’time. We have 10 locations, so thatequals a little over $2,000 per loca-tion. But if we only had one or twolocations (or 20), the total costwould have been nearly the same.

The biggest potential cost toGanahl Lumber and to the State’seconomy will be if this becomes yetanother barrier to do business inCalifornia. We’ll see.

– John Ganahl is chief financial offi-cer of Ganahl Lumber, Anaheim, Ca.Reach him at [email protected].

develop permanent rules, including apermanent retailer set-up reimburse-ment.

The reimbursement language wascontained in the legislation but the“emergency” rules passed by the BOEin October 2102 provided a token$250 per retail location. The BOEvoted 3-2 on political party lines toapprove the $250, with the twoRepublicans on the board votingagainst the low reimbursement.

The West Coast Lumber &Building Material Association(WCLBMA) testified at the hearingthat their research and survey datashowed lumber retailers had an aver-age set-up cost of more than $4,500per location. The association alsorequested an ongoing $1,500 per yearto cover the costs of new productsbeing added or deleted from the list oflumber items.

The BOE is expected to vote on apermanent reimbursement amount inMay 2013. WCLBMA has re-submit-ted updated data and survey resultsshowing the average cost is closer to$5,400 per retail location.

The legislation providing for the1% assessment on a wide range oflumber products was pushed byDemocratic Governor Jerry Brownand agreed to by California timberproducers who claimed they were at acompetitive disadvantage to out-of-state timber producers who havelower costs and fees paid to stateagencies for timber managementoversight and regulation in producing“timber harvest plans.”

The controversial legislation alsocontained language that claimed tolimit legal damages to timber compa-nies and others for “wildfire liability,”a contention disagreed with by many,

One Dealer’s Take on the Lumber TaxBy John Ganahl, Ganahl Lumber


g^^ ` l =̀ l o ml o ^qfl k

including the U.S. Attorney’s office in SacramentoThe challenge for California lumber retailers is that this

assessment is significantly more complicated than increas-ing a sales tax in that it is imposed on only certain lumberand building products and not on others. This means lum-ber retailers have to reconfigure their computer systems toadd the assessment to only the covered wood products.

An additional challenge is that the new law requires thatthis 1% assessment be shown separately on the invoice, notshown with state or local sales taxes.

The manner in which the legislation was passed hasbeen criticized by many involved in the process. In myview, as executive director of the West Coast Lumber &Building Material Association, representing independentlumber retailers, it was passed in the last hour of the 2012legislature, using a so-called “emergency” rule that meantthe bill could be rushed through with no public hearingsand no chance of discussion. Closed door meetings andvote deals to get exactly the number needed to meet thetwo-thirds vote requirement were part of the final deal.

Jon Coupal, president of the California-based HowardJarvis Taxpayers Association, called the legislation “one ofthe sleaziest legislative deals I’ve ever seen, and I’ve seen alot.”

While I certainly agree that the timber industry is over-regulated and there are valid issues that need resolution,simply giving the state more money from the general publicand making the lumber retailers collect it is not the answer.This is a bad deal the timber producers made with the gov-ernor, to pass on regulation costs to the general public.

Every Democratic member of the state assembly andsenate voted for the bill, under pressure from Democratic

Governor Jerry Brown. They were joined by threeRepublicans, all of whom were out of their current posi-tions at the end of the legislative session because of termlimits, and were joined by a Republican-turned-Independent assembly member who had already lost an ear-lier 2012 primary election for San Diego mayor.

The concept of an additional assessment on timber pro-ducers to cover the cost of regulation by the State ofCalifornia has been discussed by state government for sev-eral years. Private landowners in California are subject tosome of the most difficult, expensive and over-reachingenvironmental rules in the nation. Nearby states have farless restrictive land use laws, putting the California produc-ers at a competitive disadvantage.

In the past, the costs of the state regulation have beenpart of state agency budgets and fees imposed on the timberproducers.

– Ken Dunham is executive director of the West Coast Lumber& Building Material Association, Folsom, Ca. Reach him at (916)235-7490 or [email protected].

CALIFORNIA DEALERS have bristled over the new 1% lumber assess-ment fee, due to implementation costs, confusion over which productsare subject to the fee, and a less-than-warm reaction by their customers.


Mix and matchOur customers have a rhythm to their speech. We must

match them. Volume, speed and tone—serious or light—allmatter. When we are in sync with our customers, they willrelax. If not, it is impossible to build rapport. They mightbuy our deal because it is the cheapest, but we are notbuilding a business partnership with this customer. In com-petitive situations, we will always lose to our rapport-build-ing opponent.

Interruptions kill rapportWhy do salespeople interrupt customers? They are ner-

vous—usually afraid of the no.They think they know what the customer is going to say.

If we know what the customer is going to say, even better,relax and make them feel listened to. (People won’t listenuntil they have “emptied their basket.” Sometimes they willeven exhaust themselves to the point where they say some-thing like, “Okay, I’m done. What have you got for me?”)

Other hints on interrupting:• Leave a space at the end of the customer’s sentence.

Many will restart if we give them a chance.• When the customer interrupts us, stop talking. If they

are excited enough to interrupt us, let’s hear them out.• When the customer makes a noise, stop talking. Many

people make noises (grumbles, harrumphs, mumbles, etc.)before they begin to speak.

• If we interrupt an objection, it is still there, but now wecannot overcome it. The interrupted objection cannot beovercome.

Do not waste rapport—closeWhen our customers use our name, laugh or smile with

us, directly or indirectly tell us some-thing personal, ask questions, orinterrupt us (strange but true), rap-port is built. And, it is time to startclosing.

Rapport building and closing isthe one-two power combo of themaster seller. When customersfeel trust, they want to do busi-ness with us. Once we havebuilt rapport, ask them to andthey will.

OLSEN On SalesBy James Olsen

James OlsenReality Sales Training

(503) 544-3572 [email protected]

TO SELL SOMETHING to someone, anything—a car, a loadof lumber, an idea—the buyer must trust and like us.

As salespeople, we are asking for customers’ trust. We areasking for their money. Their job performance and theirbusiness’s performance are influenced by the strength oftheir relationship with us. Sales demands that we becomeexperts at rapport building.

On the phone or in person, we must have a smile on ourface. I’m not talking about a Bozo-the-Clown type of smile.Use your natural smile. If you are a smile-once-a-year typeof person, use that one. If you find it difficult to smile, buya mirror and put it in front of you (phone sellers only).

It is important that we act as if we are enjoying our-selves. Many sellers sound as if they are pushing a bag ofrocks up a hill and can’t figure out why the customer does-n’t want to join (have rapport with) them.

We can pick up a running chainsaw from one end or theother. The handle is better. The same with humans—usetheir name. Don’t overdo it, but do it. It’s simple, but it’smagic. Very powerful at introduction and closing.

Use the “throw-away” commentCustomers often say things that have nothing to do with

the business at hand. This is a rapport opportunity. Theymay not know it, but they want us to follow up. Example:

Grumpy customer: “You again. What do you want?I’m busy, tired—slept horribly last night. We got 10 trucksgoing out this morning and I can’t be messin’ with anothersalesperson. So, WHAT DO YOU WANT?”

Us: “I’ve got some deals that are going to fit your inven-tory like a glove. Before we get to that, why didn’t yousleep well last night?”

Grumpy: “My granddaughter, Isabel, went into the hos-pital last night with pneumonia. She’ll be okay, but… any-way, what about those deals? They’re probably not worthanything, but what are they?”

Rapport is king


THERE WAS A DAY when being agreen products dealer marked

you as being special, idealistic, apioneer. Whatever your size, youwere likely a relatively huge fish inan infinitesimal pond.

Today, green, if still a small frac-tion of GDP, is basically main-stream. It’s a multi-billion dollarindustry and enjoys support fromnational, state and local governmentpolicy. Big-box retailers, nationalchains, multi-generational indepen-dents—all but the last-to-change lag-gards—are stocking at least some green products and arebeginning to integrate “green thinking” into their organiza-tion’s DNA.

So you stock a few green products? Who cares? So doeseveryone. What makes the difference these days are rela-tionships. Dealers who are well networked in their localgreen building communities do best. They belong to theirlocal green building association and know the local con-tractors, architects, remodelers, etc. For dealers not yet sowell connected, it’s never too late to get started.

Good relationships with the local green building pros areimportant, but there are other important networks for thewell-intentioned dealer. For some major players, relation-ships with production builders and government procure-ment may be what’s driving green product sales. For inde-pendents, close relationships with their local communitiescan also confer competitive advantage.

Call me idealistic, but I actually think the independentbranch of the green home and shelter supply chain can playa leading role in making their local communities greenerand more prosperous. Most importantly, dealers and dis-tributors who understand the needs of their local communi-ties—especially in an era of economic instability, risingenergy prices, and extreme weather—can help make theirlocal communities more resilient, too. How? By respondingwith products, materials, education, and support for pro-jects that meet green building guidelines, yes. But also forother kinds of projects that lead to reduction in energy,water and other non-renewable resource use; anticipates,mitigates, and adapts to the effects of extreme weather;supports and strengthens local economic relationships, andcontributes to a general increase in local well being.Dealers could be contributing to all of these positives for

GREEN RetailingBy Jay Tompt

their local community, and make afair profit, too.

Again, you may ask, “How?”That’s for you and your local com-munity to work out. Start buildingrelationships with local communitygroups, perhaps even local govern-ment agencies, whose goals are alsoaligned with green building, renew-able energy, sustainability, and com-munity resilience. The answers willsoon become clear.

Many such local groups are affili-ated with two national networks

worthy of mention here. One is BALLE, the BusinessAlliance for Local Living Economies (www.livinge-conomies.org). Their focus is on making local economiesstrong, sustainable, and resilient through the efforts of net-worked locally owned businesses working cooperatively toachieve common goals.

The second is Transition US (www.transitionus.org),which seeks to mobilize communities to work collectivelyto promote green and natural building, energy retrofitting,clean energy, and food security, as well as local economicresilience. Wherever you find a Transition group, you’relikely to find loads of practical, “green-it-yourself” projectsneeding tools and supplies.

These groups embrace green building, but in manyrespects represent the next phase of green thinking, locatinggreen building within a new eco-nomics of de-globalization andre-localization. Recent “Made inthe USA” campaigns in thisindustry are a step in that direc-tion, too. And while connectingwith green builders in your com-munity will always be good,building relationships withcommunity groups inrelated movements willset you apart.

Jay TomptManaging Partner

Wm. Verde & Associates(415) 321-0848

[email protected]

Networking beyondthe green builders

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DEALER BriefsDespite their hope to bring in a

new lumberyard operator when theyacquired the property last summer,Matt and Jan Mathews have had todevise new plans for the site of MillValley Lumber, Mill Valley, Ca.

They said they called on lumberbusinesses throughout NorthernCalifornia, but none were interested inmoving in. Several said the single-acre property was too small.

As well, a long-time tenant—MillValley Cabinet Shop—recentlymoved across town after the Mathewswere forced to ask for higher rent, to

fund costly upgrading of the historicbuildings. “These buildings have beenworkhorses for over 100 years, butright now they need some TLC,” JanMathews said.

The couple still hopes to recruit ageneral mercantile store, specialtyhardware business, or other commer-cial operator—something that allowsthem to maintain the historic property.“Our goal remains to preserve thebuildings and keep it something thatthe community can interact with andenjoy,” she said.

Idaho Sawmill Closes AgainEmerald Forest Products, Emmett,

Id., has once again closed. “The mill has officially shut

down,” said owner Richard Vinson,who believes it will reopen under newownership. “We have two differentinterested parties coming in, and I’mconfident one of them will make adeal.”

Vinson started the mill in 2010, onpart of a 22-acre site formerly occu-pied by Boise Cascade, with the help

of investors and $4 million in federalstimulus money. He shut down inApril 2011, faced foreclosure sixmonths later, and filed Chapter 11bankruptcy in January 2012.

The mill reopened last July, butcontinued to struggle before officiallyclosing in mid-February. “We didn’thave any logs coming in here for thelast month and a half, so we kind ofknew it was coming,” said plant man-ager John Steward. “I knew we weregoing to have a layoff, at least.”

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Lumberyard Unlikely for Mill Valley SiteAce Hardware, Sammamish,

Wa., must vacate by August, after itslandlord signed a new tenant.

Last summer, Ace got a year-longlease extension to find a new home,but has had two new sites fall through.

River City Building Supplyrelocated its W. Sacramento, Ca., storeto Natomas, Ca., Feb. 11.

Cashway Lumber Co., BakerCity, Or., is adding a custom furnitureand home decor shop in its showroom.

Operated by Chrisanne Hindman,wife of Cashway owner RichardHindman, Emmy Kate’s will sell piecescrafted by local artisans.

Island Home Center & Lum-ber , Vashon, Wa., applied for alicense to sell beer, wine and liquor, fol-lowing passage of a ballot measure pri-vatizing the sale of spirits on the island.

Orchard Supply Hardwarewill roll out its “neighborhood format” toanother 10 locations in 2013, throughremodels and new store openings.


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SUPPLIER BriefsCapital Lumber Co. kicked off its 65th year in busi-

ness during its recent annual management meeting andawards dinner in Phoenix, Az.

Kleer Lumber received National Green BuildingCertification from the NAHB Research Center for its cel-lular PVC trim products.

Deceuninck North America received code compli-ance research reports for its Clubhouse decking, ClubhouseElite railing, and Clubhouse Plus railing.

J.M. Equipment , Manteca, Ca., won NissanForklift Corp.’s President’s Award as its top dealership in2012.

Treated EWP Arrives in WestWeyerhaeuser is now distributing its preservative-treat-

ed parallel strand lumber in the West.Decay- and insect-resistant, Parallam Plus PSL headers

and beams are ideal for a range of exposed structural lum-ber applications in high-moisture conditions, includingframing decks, retaining walls, carports, outdoor shelters,and pool enclosures. The engineered wood is treated to thecore with Wolmanized preservative, eliminating the needfor field treatment when the wood is cut or drilled.

Like original Parallam PSL, the kiln-dried beams areconsistently straight and strong, and come in long lengthsfor greater design flexibility. The headers and beams areavailable in eight sizes.

Parallam Plus PSL is sourced from 100% SFI-certifiedNorth American forests and manufactured with a processthat uses 97% of every log, and it is recognized under theNational Green Building Standard.

Previously, the product—manufactured in WestVirginia—was available only east of the Mississippi.

Dealers to Help Injured VeteransThe National Lumber & Building Material Dealers

Association has launched a “Dealers Helping Heroes” pro-gram to assist injured military veterans in renovating oldhomes or building new homes.

As severly wounded veterans return to civilian life, theyoften need help creating a home that will accommodate

their particular disability. The federal government providesjust $7,000 for a remodel or $64,960 toward building a newhome.

“Servicemen and women suffering with severe injuriesdeserve homes that will accommodate their new way oflife, and I call on lumber dealers to consider adopting awounded warrior,” said NLBMDA chairman Chuck Bank-ston, Bankston Lumber, Barnesville, Ga. “Constructionsupply businesses can make an impact in the lives of mili-tary families, and we look forward to working with them.”

When veterans are ready to transition home, theirnames are added to a master list held by Helping a Hero(helpingahero.org). Every other week, participating stateand regional LBM associations receive a list of veteransand where they are transitioning to. The groups then identi-fy a local dealer willing to “adopt” the veteran and furnishwhatever assistance they can to help their building project.

U.S. Coalition Troubled by B.C. FeesThe U.S. Lumber Coalition has expressed concern about

log export policy changes in British Columbia, which tookeffect on March 1. Of particular concern is an increase inthe “fee in lieu of domestic manufacture” applied to manylog exports, which would be increased to 20%.

According to the coalition, tightening log export restric-tions will allow coastal B.C. mills to pay even furtherbelow-market prices for logs.

“In effect, B.C. has increased the implicit subsidy fromlog export restrictions for B.C. Coast lumber mills,” saidLuke Brochu, chairman of the coalition and president ofPleasant River Lumber Co., Dover-Foxcroft, Me. “Thisgives B.C. Coast lumber mills a greater advantage in theU.S. market, at the expense of U.S. mills that pay full mar-ket price for their inputs.”

Logs harvested from public or private lands in B.C. mustbe advertised to local mills before they can be exported. If alocal mill offers to pay the prevailing domestic log price—which can be much lower than the export price—export isprohibited. Even when export is permitted, a “fee in lieu ofdomestic manufacture” is assessed on logs harvested frompublic and some private land. This fee can be much greaterthan the price B.C. charges to log on public land.

The U.S. coalition contends the increase in the “fee inlieu” is inconsistent with the 2006 U.S.-Canada SoftwoodLumber Agreement, in which the U.S. forfeited its right toinvoke U.S. unfair trade laws on Canadian softwoods, inreturn for Canada imposing taxes and quotas on Canadianexports when lumber prices fall below certain levels.

much carbon as 1,000 cars.Recycling: We all know recycling is a common sustainabili-

ty practice. Composite decking is made from recycled materi-als, in fact. But composite decking is not recycled. On theother hand, the lumber from a redwood deck is completelyrecyclable.

Water Pollution: Water plays a role in how both redwoodand composite decking is made. How water is used in eachcase is dramatically different. Redwood trees absorb water forgrowth through fog and rain; water is used minimally in themilling process. Composite decking, on the other hand,dumps pollutants into water during manufacturing.

Energy: A true measure of a product’s sustainability is howmuch energy is required to create it. In some cases, energyconsumption can rule out any perceived environmental bene-fit. Redwood uses solar energy to grow trees and other formsto harvest and mill lumber, whereas composite material needsten times more energy than redwood to produce deckingmaterials.

Grown and harvested under the most stringent forestry reg-ulations in the world, redwood is grown almost entirely onprivate commercial lands zoned specifically for timber pro-duction. That’s what makes redwood one of the most protect-ed timber species in the world. The careful management ofredwood stock, combined with its proven environmental bene-fits, underscore the simplicity and logic that the best practicesfor environmental stewardship come from Nature itself.

The California Redwood Association is one of the oldest tradeassociations in the lumber industry. Since 1916, its primary mis-sion has been to promote redwood products and educate buildersand consumers on the advantages of using redwood. To read anexecutive summary of the LCA study, visit www.rootedintruth.org.

ENJOYING all that nature has to offer is a pastime that spansgenerations—camping, hiking, good old fashioned playing.

It is a precious resource that is appreciated without question.Your customers are understandably concerned about

ensuring the natural beauty they’re surrounded by today willbe there for their children and grandchildren. They often sup-port environmental stewardship through their purchases.Those intentions, however well grounded, can sometimes beled astray.

Using a practice called “greenwashing,” companies willmake claims about their products to position them as environ-mentally friendly. Under closer scrutiny, though, those claimssimply don’t hold up. Take, for example, composite decking.When it debuted on the market, it was hailed as the perfectsolution: recycling products to create something enduring.

Time will tell on the lasting qualities of composite/plasticdecking, but compared to a natural product like redwood,how does it fare in its environmental friendliness? TheCalifornia Redwood Association recently commissioned a LifeCycle Assessment to learn more. A Life Cycle Assessment (LCA)is a scientific technique commonly used to quantify the envi-ronmental footprint of producing and consuming products weuse in our everyday life.

This LCA quantified the environmental impacts of redwooddecking production and use over a 25-year life span in what isknown as a cradle to grave LCA. The results, compared to theenvironmental footprint of composite decking, are revealing.

Air Pollution/Carbon Footprint: Carbon footprints are aquick way to measure the environmental impact of a product.The beauty of redwood trees is that they absorb more carbonthan they produce, and continue to store that carbon once it ispart of your home. 1,000 redwood trees store as much as1,000 tons of carbon; 1,000 composite decks produce as

Evergreen, or Ever-Plastic:Which sounds more natural?

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SST Buys TJ Shear BraceSimpson Strong-Tie, Pleasanton,

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SST will now handle all shearbrace sales, while Weyco continues todistribute the products in its 22 U.S.markets.

SST and Weyerhaeuser haveworked together for more than threedecades, beginning with the collabora-tion on new products for the Trus Joistengineered wood products line.

A Simpson Strong-Tie branded

Canadian, and offshore softwood com-panies and 16, 063 personnel—includ-ing addresses, phone and fax numbers,email addresses and websites, compa-ny profiles, and other valuable infor-mation.

The 2012 Yearbook features 300-plus pages of data and price historiesfor the past 11 years on nearly 300 keylumber and panel items. Also includedare graphs tracking monthly priceaverages for the past five years, eco-nomic data such as housing starts andhome mortgage rates for 2009-2012, anine-year market chronology, and aninternational section with price histo-ries, trade-weighted dollar informa-tion, and export volumes by speciesand destination.

ALSC OK’s SP Design ValuesEffective June 1, the American

Lumber Standard Committee Board ofReview has approved the SouthernPine Inspection Bureau’s design valuechanges for all sizes and grades ofvisually graded southern pine dimen-sion lumber.

“Southern pine producers and theircustomers are pleased with the ALSCBoard of Review’s decision on newdesign values,” said Cathy Kaake, v.p.of technical marketing for theSouthern Forest Products Association,who testified at the ALSC hearing onJan. 30. “A June 1 effective date pro-vides time for an orderly transition tothe new design values.”

The intent of a transition period isto minimize project delays and supplychain disruptions by providing time tomanage design value changes.Producers and key customer groupsshould use this period to evaluate andprepare for the potential impact ontheir businesses.

“Throughout this transition period,SFPA will provide both the currentdesign values as well as the ALSC-approved new design values,” Kaakeadded. Detailed Q&As, as well asspan tables based on both current andthe new design values, will be avail-able at SFPA’s www.southern-pine.com during the transition period.

Following publication of SPIB’sSupplement 13 to the StandardGrading Rules for Southern PineLumber, 2002 Edition, the AmericanWood Council will work with theInternational Code Council to incorpo-rate the new design values into spantables in the 2015 InternationalBuilding Code and 2015 InternationalResidential Code.

shear wall will be launched later thisyear. Until that time, the productbrand will remain TJ Shear Brace.SST sales and technical reps will beworking closely with Weyerhaeuser toensure a smooth transition for cus-tomers and will notify customers whenthe product conversion is complete.

Lumber Directories ReleasedRandom Lengths has released the

latest editions of two leading referenceguides for the North American soft-wood forest products industry.

The 2013 Big Book’s 832 pagescontain 4,158 listings of U.S.,


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MOVERS & Shakers Jeff Johnson, ex-Georgia-Pacific, hasbeen named president of Sierra-Pine Ltd., Roseville, Ca., replacingJim Skinner, who retired after 13years with the company.

Daniel Skudstad is new to sales atNorman Distribution, Medford, Or.

Matthew Jeffries has joined Pro-Build, Portland, Or., as sales mgr.

Matt Carlton has moved from mill-work to dry dimension lumber salesat Sierra Pacific Industries,Redding, Ca.

Henry Velazquez is now plant mgr.of Pacific Wood Preserving, SilverSprings, Nv.

Jeff Groom, ex-Timber Products Co.,has been named chief financialofficer for South Coast LumberCo., Brookings, Or.

Jon Friesen, Parr Lumber, has relo-cated from West Linn, Or., to man-age the NE Portland, Or., yard.

Jeff Morris, ex-Freres Lumber, isnow trading OSB and plywood atBuckeye Pacific, Portland, Or.

Greg Vaudt is now with the Portland,Or., trading division of Amerhart,Green Bay, Wi.

David Garcia is new to window salesat R&K Building Supply, Gilbert,Az.

Scott Church, ex-Exterior Wood, andStan Woerner, ex-Western Ply-wood, have joined the sales staff atRedwood Empire, Morgan Hill, Ca.

Michael Murray, ex-A.C. HoustonLumber, is now Southwest regionalsales mgr. for MiTek division USPStructural Connectors, based in LasVegas, Nv.

Larry Petree has been promoted tosales mgr. at Mary’s River Lumber,Montesano, Wa. Joe Petree, ex-OrePac Distribution, has joined thesales force. Jolene Bungum is nowa member of the national sales staffin Corvallis, Or.

Mike Garrity, ex-Barr Lumber, isnow in inside sales at CapitalLumber, Chino, Ca.

Steve Tavernier has been nameddirector of purchasing for RoseburgForest Products, Dillard, Or.

Dan Alar has been appointed directorof purchasing at BridgewellResources, Tigard, Or. DaveCornell, ex-Hampton Affiliates, isnew to hardwood sales. Philip Ast,ex-Ast Trading Co., is now inimport sales at Denver, Co.

Bob Beckstrom has retired after 45years from Beckstrom & Sons,Menlo Park, Ca., and turned thebusiness over to his son, RobBeckstrom.

Ray Barbee, ex-RISI, has joined TheCalifornia Redwood Co., Eureka,Ca., as v.p. of sales & marketing.

Clark Taylor, Champion Lumber,Riverside, Ca., is retiring after 28years.

Ed Winkler is now business mgr. forBlueLinx, San Diego, Ca.

James Paul “J.P.” Slocum, ex-AshbyLumber, has joined Fiberon, asproduct specialist for NorthernCalifornia. He takes over for GregReed, who was promoted toregional mgr. for Montana. VannLanz is now regional sales mgr. forthe Pacific Northwest, based inSeattle, Wa.

Randy Johnson has been promoted togeneral mgr. at Polar Supply,Anchorage, Ak.

Ed Moore, ex-Dry Creek Hardwoods,has been named v.p. of forestry forSouthwest Forest Products,Flagstaff, Az.


Eric J. Cremers has been promotedto president, chief operating officer,and a director of Potlatch Corp.,Spokane, Wa.

Hassan “Harry” El-Kara has beennamed general mgr. of TropialRoofing Products, La Mirada, Ca.

Richard F. Fleming, ex-USG, hasbeen elected to the board of direc-tors at Boise Cascade, Boise, Id.Adam Clodfelter, ex-PrecisionEstimating, is a new EWP designerin Vancouver, Wa.

Darryl Hopkins has been appointedmanufacturing supervisor atMilgard Windows & Doors, SimiValley, Ca.

Rick LaChance, ex-Zytech BuildingSystems, has joined ProductionFraming, Sacramento, Ca., as esti-mating/purchasing mgr.

Rhea Stumm has been named mgr. ofHabitat for Humanity’s ReStorediscount LBM outlet in SanBernardino, Ca.

Kevin Ardt is new to Lynden Door,Lynden, Wa., as v.p.-businessadministration.

Don Demens was promoted to chiefexecutive officer of Western ForestProducts, Vancouver, B.C., suc-ceeding Dominic Gammiero, whoremains chairman of the board.

Steve Barber, ex-WoodEx Industries,is a new panel buyer for TaigaBuilding Products, Burnaby, B.C.

Ted Seraphim has been promoted toc.e.o. for West Fraser Timber,Vancouver, B.C., succeeding HankKetcham, who is now executivechairman.

Todd Harkness has been promoted topresident of the LBM and hardlinesdivision of ECi Software Solutions,Fort Worth, Tx., replacing ScottStanford, who left after 21 years topursue other interests.

Andrew de Vries has joined theSustainable Forestry Initiative,Washington, D.C., as v.p.-conser-vation, indigenous & governmentrelations, overseeing the SFI con-servation program in Canada andmarketing the standard to NativeAmericans, First Nations, andMetis groups.

Jon Case, mgr., Parr Lumber, Burns,Or., was honored as Boss of theYear by the local Chamber ofCommerce.

Rex Easley is the new transportationsafety director at Mungus-FungusForest Products, Climax, Nv.,according to co-owners HughMungus and Freddy Fungus.


Lessons from the tradeshow floorAre you justriding on visibility?WALKING THE tradeshow floor at the recent

International Builders Show in Las Vegas, I wasexcited and stunned. While much of the business worldthinks of 2008 as the year that started the big economicdownturn, many of us know it started in January 2006,because that’s when we started feeling the effects. But thestory’s been changing, and this year brought new excite-ment to the show.

Companies are leaner now—whether it’s operations,administration or sales—but they’re finally growing. Andwhat stunned me about this new growth is that there’s stillmuch anxiety just beneath the veneer of excitement (excusethe pun.) Just past “Everything’s great” and “We’ve got itall figured out now,” not to mention “We’re doing betterthan last year,” there’s a growing concern and shift in theway that c.e.o.’s are thinking about 2013.

I heard these two questions most often: (1) Is our com-pany capable of adding enough new growth to meet corpo-rate objectives? and (2) Can our current sales staff growand keep pace with the changing market demands?

I spoke with a company founder who was genuinelyconcerned that while his business was growing, so was themarket in his space. He had a sinking feeling that he would-n’t be able to take business from the competition withoutlowering price. Yes, all boats are being lifted by the newtide, but, he admitted, it’s ultimately not a success formula.

In my last article (“Recruiting in the New Sales Environ-ment,” Jan., p. 22), I talked about the shifting sands under

salespeople and the new, standard skill sets which mustcome with every hire, including the ability to stand apartfrom the crowd. With those observations, combined withmany executives’ concerns in the building materials indus-try about growth and people, I spent the second day at theBuilders Show talking to the sales staff and management.There were five questions worth sharing with those whowill make a living in 2013 selling building materials:

How do we know whether sales forceimprovement is fantasy or reality? Yes, sales are up. But are sales increasing due to organic

growth caused by better selling skills, stronger prospecting,perfect positioning statements, insightful problem-solving,needs analysis, thorough qualifying, well-timed proposals,and excellent closing skills? If you aren’t sure, you may begoing along for the ride or even being taken for a ride.

How do we take business from the compe-tition without lowering price?This is the true test of our ability to stand apart from the

competition. To have the customer pay more attention to usthan anyone else requires the ability to have a conversationthat is more than just “What do you need?” and “Howmuch is your budget?” To gain the full attention of yourcustomer, above all competition, you must have a businessdiscussion where you can drill down to find a hidden orindirect problem which your product will solve.

For example, you could think about the price of yourdecking vs. the lower price of the competitor’s decking.We’re probably good at calculating the cost of their deck-ing problems and tacking it onto their price. But who’s theperson dealing with those problems at your customer’scompany? What is that person’s regular job? And what ishe or she not doing when distracted by and/or dealing withthose problems? And, how important is the job that they’resupposed to be doing? And what is that costing you? Nowyou’re onto a different discussion, which will help youstand out from the crowd. And now your higher price isless important.

How can we fend off the competition’s fullcourt press on our existing accounts with-out meeting their price?

MANAGEMENT TipsBy Dennis Connelly


This is an account managementproblem. Having long-standingaccounts can lead to complacency. Ifyou’re like most LBM salespeople,you have hundreds of potential cus-tomers in your territory, but maybe 10of them account for most of your sales.

Ever seen a basketball team up by30 points and still lose the game? TheCeltics lost to the Knicks that way in a1986 game. You could see the Celtics’meltdown and if you’re a fan, it put apit in your stomach. They stoppedhaving fun. They stopped takingchances. They stopped playing to winand starting playing not to lose. Don’tdo that with your customers. Onceeach quarter, act like you’re compet-ing for their business all over again.

Can our salespeople lever-age relationships withexisting customers to sellthe entire product line? The answer is that some can, but

most cannot. The follow-up questionsare: (a) Can those who cannot do that,learn to do it? (b) Are there hiddenissues causing them to get in their ownway? (c) Is the little voice in theirhead telling them that their customerneeds to diversify, that we can’t be allthings to all people, that we’re good atsome things and not others, or is thereanother excuse you’re hearing?

If the products you’re carrying areright for the market, then selling skillsare standing in the way of growingsales within your customer base.

What are we getting out ofthis show? That’s a great question. Some are

gleaning much from it; others see littleresult. The difference was in thestaff’s mindset and understanding asto why they were there. If the purposewas merely to be visible and supportfor the industry, then there was com-monly disappointment with the show.

When people with whom I spokewere actively looking for new quali-fied opportunities, they had a differentexperience. Without an active,thoughtful show strategy, the defaultof using it as “visibility” results in justthe opposite effect. Call it the Denial =Visibility model. The denial comesfrom the preconceived notion that youcannot really sell at the Show. But youcould have, and that’s a topic foranother article.

– Dennis Connelly is a building materi-als veteran and sales development consul-tant with Kurlan & Associates. Reach himat [email protected].

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Q: I HAVE MANY customers who refuse to even considersome of my products because the one they have now is

working fine and they don’t want to change something thatis working well for them. They feel they are opening them-selves to potential dangers, problems and nightmares byfixing something that isn’t broken. Any suggestion for howto deal with the “If it ain’t broke, don’t fix it” attitude?

A: This is one that frustrates every salesperson. Let’sstart by putting yourself in the customer’s shoes. You’veshown him your product and it’s noticeably better/cheaperthan what they are currently using. Or, they won’t eventake the time to look at your latest and greatest solution.Regardless of where you are at in the sales process, theproblem is that you have something better, and they won’tbudge from using an inferior solution.

KAHLE On SalesBy Dave Kahle

How to fixwhat ain’t broke


Why not? Let’s analyze the situa-tion. As is almost always the case, thesolution becomes really obvious whenwe have done a good job of analyzingthe problem. So, let’s consider the rea-sons why the customer won’t budge.Here are the big three:

1 . The perceived benefit fromswitching the product is not worth thetime and effort the customer mustinvest in the change process.

Okay, so your LAGS (latest andgreatest solution) will save him 5%.But, he must work off his old invento-ry, notify the current supplier, switchall the numbers in his purchasing andinventory systems, perhaps rewriteprotocols, maybe train staff in the newthing, communicate the change so thateveryone internally knows about it,etc. See the problem? It takes time,effort and money to change a product.And most of your customers, if theyare like most of the business worldthese days, have too much to do andnot enough time in which to do it.They don’t need another project. So,while your LAGS is an improvement,the improvement just isn’t worth thetime and effort.

2. The potential change infringeson a well-established relationship.

It may be that the current product isbeing purchased as part of a commit-ted relationship with the competition.And it may be that the competitor per-forms other services for this customerthat would be jeopardized if the cus-tomer didn’t buy this product fromthem. For example, the competitormay invite this customer to an annualouting to his condo on the beach inFlorida. If the customer switches thisitem, he may believe that it will jeop-ardize that. Or, the competitor inven-tories the product for them, providesspecial dating, packages it specially,etc.

The issue here is that switching theproduct harms an existing relationship,and the relationship is more importantto the customer than the savings orbenefit of your product.

This relationship issue can alsoextend to the individual. In otherwords, the customer has a long-stand-ing excellent relationship with thecompeting salesperson. And the cus-tomer doesn’t want to do anything thatmight be seen as jeopardizing thatrelationship. In either case, the rela-tionship trumps the benefits of yourproduct.

3. The risk isn’t worth it. Every decision to buy carries with

it a perception of risk. Risk is definedby the perceived cost to the individualcustomer if he/she makes a mistake.Think of it this way: What happens tothe individual decision maker if hedecides to switch to your product andit doesn’t work out the way you por-tray it? Maybe the product doesn’twork quite as smoothly as it seems, oryour ability to deliver isn’t what youpromised. What grief does that cause

the customer? What emotional tur-moil, job stress, and personal paindoes it cause?

Now, I know that you’re sayingnone of that will happen because youreally do have a great product, andyou really are a wonderful company,and you won’t let anything bad hap-pen. You may believe that, but yourcustomer doesn’t.

If the customer perceives great riskin the decision, the status quo is

(Continued on next page)


always the safer, preferred choice. It’salways safer to maintain the non-painful status quo than it is to take amajor risk.

Okay, you have analyzed the rea-sons why this particular customer isn’trushing to order your LAGS. Nowwhat?

Your solution is based on youranalysis of the reason why they don’tbuy. If the reason is the customerviews the benefit of changing as notworth the effort, then you must eitherreduce the effort, or increase the per-ceived benefit. Offer to do as much ofthe work of changing as you can.Provide all the information in an easyto use format so that it is easy to putinto the computer. Offer to write thememo announcing the change, to trainall the employees in the details of thenew thing, etc. Make it less costly interms of time and effort.

Or, make the benefit appear biggerand more attractive. Do some financialjustification. Show the impact onprocesses and the customer’s cus-tomer. Make your product even morecompelling.

If the reason they don’t buy is num-ber two, your best hope is to convincethe customer that the change won’tjeopardize the existing relationship.Minimize the impact on the competi-tor. And, again, maximize the benefitof your product.

This is the most difficult situationto deal with, because the reason theyaren’t buying is something aboutwhich you can’t do much—a relation-ship with a competitor. You may bereduced to the fall-back position oflast resort—proactively wait for some-thing to change in your customer’srelationship with the competition.

If the reason they don’t buy is risk,your strategy is to reduce the percep-tion of risk. Remember, risk is percep-tion, not necessarily reality. The prob-lem is that the customer perceivesthere to be risk to him in the decisionto buy. So, reduce the customer’s per-ception of risk by using a combinationof risk-reducing tactics. Make theproduct seem more real by having himsee it in operation in a different cus-tomer’s environment. Back it up withwritten guarantees and warranties.Make it seem like a lot of people havesuccessfully used the product by hav-ing pictures of other customers using

it. Acquire letters of recommendationand testimonials from other customers.Anything you can do to have someoneelse, beside yourself, say good thingsabout the product is a worthwhileeffort. Bring the customer into yourfacility, and let him meet the peoplewho make things happen for you. Allof these things reduce the risk to thecustomer.

One final thought: Understand thatour customers are far more motivatedto take action by the avoidance of painthan they are the acquisition of somebenefit. We are so used to talkingabout the benefit of our product to thecustomer, and that often falls on deafears. Far more powerful is the percep-tion that our solution makes someintense pain go away. If you can iden-tify some significant pain that the cus-tomer is experiencing, and show howyour LAGS makes the pain go away,you will have provided the customersignificant motivation to shove allthree of the above reasons down thelist.

– Dave Kahle is a distribution industry-focused consultant, trainer and author ofnine books, including How to Sell Any-thing to Anyone Anytime. Reach him at(616) 451-9377 or www.davekahle.com.

Fix What Ain’t Broke(Continued from previous page)


New Owner for PanelTech MillPanelTech Industries, Hoquiam,

Wa., which filed for bankruptcy pro-tection a year ago, has been sold toLittle Green LLC, Hoquiam.

“We certainly didn’t want the jobsto leave,” said new co-owner GaleDahlstrom, who co-owns other woodproducts firms in the area. “Basically,we got into it because it looked likean outside firm was interested in pur-chasing it and perhaps moving it.”

According to Dahlstrom, the com-pany got its start as Harbor Ply-wood—which developed a new typeof Douglas fir plywood made withwaterproof hot-pressed resin in 1934.“We’re still running that same planttoday,” he said.

PanelTech, which began in 1996,made solid-surface phenolic resinpaper composite products under thePaperstone, Rainstone, and Stonekastbrands for kitchen and bath surfacesand other architectural applications.

The new owners also negotiatedwith the Port of Grays Harbor toextend the current PanelTech lease.

Dahlstrom said he intends to keepall current employees, including man-agement.

Power Tools Sales Perk UpGlobal power tool demand is fore-

cast to increase 4.6% annuallythrough 2016 to $28.1 billion, bol-stered by the rebound in U.S. homeconstruction, according to a newFreedonia Group study.

China has become increasinglyimportant over the last decade, asboth the dominant producer and a biguser of power tools. From 2001 to2011, production in the country morethan doubled, while demand quadru-pled.

India will increase at the fastestrate of any country, growing morethan 10% per year through 2016.

Cordless electric tools will enjoythe most robust growth, rising 8.3%annually to 2016. Cordless tools willcontinue to replace plug-in models, astechnological improvements haveshortened the power advantage thatcorded tools once held.

In the aggregate, electric powertools account for the majority of allpower tool demand, as they are usedextensively by both professionals andconsumers in most applications.

Professional demand, whichaccounted for 70% of worldwidepower tool sales in 2011, will outpaceconsumer demand through 2016.


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IN MemoriamMichael Harold “Mike” Logsdon,

63, president of Fontana WholesaleLumber and Fontana Wood Preserv-ing, Fontana, Ca., and Cal CoastWholesale Lumber and Coast WoodPreserving, Ukiah, Ca., died Jan. 27.

In the early 1970s, he joined hisfather’s wood preserving businesses,Coast and Valley Wood Preserving,Turlock, Ca. An engineer, he designedand built the Fontana treating plant inthe late 1970s.

Richard Francis “Dick” Kennedy,94, former owner of Kennedy & SonsLumber, Fresno, Ca., died Feb. 6 aftera brief illness.

Before and after serving in the U.S.Army Air Corps during World War II,he worked in the Fresno area lumberindustry. Later, he joined his father’swholesale lumber brokerage, takingthe business over with his brother,Wally, when his father died in theearly 1950s. They retired in 1980.

John M. “Jack” Lawrentz, 76,retired owner of Westwood Lumber,Moraga, Ca., died Jan. 29 in WalnutCreek, Ca.

executive v.p. in 1961.He worked as v.p. at Pickering

from 1965 to 1974, then ran a mill inBurney, Ca. In the late 1970s, heacquired the CORAD powder coatingplant in Hayward, Ca., which he oper-ated until 2010.

He was a director of the WesternWooden Box Association, Cal-PineContainer Corp., and Keep CaliforniaGreen Inc.

Wendell Boyd Davis, 91, longtimeCalifornia and Oregon lumberman,died Feb. 9 in Auburn, Ca.

He retired in 1981 as general man-ager of American Forest Products Co.,Foresthill, Ca.

Harry E. Bogue, 100, retired man-ager of Pacific Beach Lumber, PacificBeach, Ca., died Jan. 21.

He managed the yard for 40 years.

Howard Harvey Hatton, 88,Pacific Northwest milling veteran,died Jan. 27 in Roseburg, Or.

After serving in the U.S. Navy dur-ing World War II, he worked as amillwright, manager and engineer forRoseburg Lumber, Georgia-Pacific,and Gregory Forest Products.

After graduating from ValparaisoUniversity, he became a lumber bro-ker in 1961. He owned Westwoodfrom 1992 until retiring in 2007.

Frank N. Blagen Jr., 93, longtimeWest Coast lumberman, died Feb. 11.

Growing up working at his father’sBlagen Mills in Calpine and thenWhite Pines, Ca., he spent decadesbuilding, owning and managing lum-ber mills in Northern California andOregon. In 1981, he co-foundedRedwood Coast Trucking, Arcata, Ca.

Ronald D. “Ron” Morton, 85, for-mer owner of St. Vrain Lumber Co.,Lyons, Co., died Feb. 21.

A U.S. Navy veteran of World WarII, he operated St. Vrain until selling itin 1976.

John Waithman Lowe, 86, formervice president of Pickering LumberCo., Standard, Ca., died Jan. 21 inBozeman, Mt.

He attended the University of Cali-fornia-Berkeley while working sum-mers in forestry and logging. After 10years with American Forest ProductsCorp., he joined California PacificSales Corp., San Francisco, Ca., as

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FAMILY BusinessBy Jane Hilburt-Davis

Managing stress ina family businessYOUR SUPPLIER just informed you

that your shipment is going to betwo weeks late. You’ve just had a callfrom your son, who’s going to takethe day off for the fifth time thismonth. You’ve just found out that thecomputer system in the office has bro-ken down again.

Are you stressed yet? What do youdo? How do you react? Do you knowthat how you respond to these circum-stances could either shorten or length-en your life? Do you know that youhave a choice about how you react?Do you know what to do for stressmanagement?

What is Stress?In technical terms, stress is the

body’s reaction to a real or perceivedthreat. The stressors are events thatcause our bodies to release a flood ofadrenaline, cortisol, and other stresshormones that produce powerfulchanges. Our heart rate and breathingrate go up, our muscles tense, and ourstomachs produce more acid. We areready for fight or flight, a vestige ofour lives thousands of years ago. But,in today’s world, stress can lead tophysical, mental, emotional, andbehavioral problems.

For over 50 years, researchers havebeen studying the relationshipbetween stress and disease. They havefound that stress can lower our anti-body production, which makes usmore susceptible to diseases. It candeplete us of vitamins, increase boneloss, and, over time, increase our riskof accidents.

Some researchers believe thatstress stimulates many of the condi-

tions that cause early aging. If we getinto the habit of overreacting, we willsubtract years from our lives.

It should be added here, though,that not all stress is bad. In fact, ourproductivity actually improves with anincrease in stress, until the stressbecomes too great and our perfor-mance falls off.

Our lives would be boring withoutany stress. It is a normal part of lifeand only dangerous when it becomestoo much for us, or we allow it to turnour reactions into damaging overreac-tions.

Stress in theWorkplace

Research has found that 60% to90% of medical office visits are for


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stress-related symptoms. An estimat-ed 1 million workers are absent on anaverage workday because of stress-related complaints. Job stress is esti-mated to cost U.S. industry $300 bil-lion annually, in the form of absen-teeism, diminished productivity,employee turnover, and direct med-ical, legal and insurance fees.Workplace violence and industrialaccidents are increasing, and are alsothought to be due to increasing stress.

Most of my clients are busy entre-preneurs. They have worked longhours and have little time for them-selves. They are often referred to asType-A personalities and have beenblamed for causing their own stress,by pushing themselves to achieve.Being a Type A is not in and of itselfharmful. In fact, these usually suc-cessful people often get more stressedwhen they try to relax or slow down.

They need to find outlets for theirenergy; a vacation sitting on the beachwill probably not work. They alsoneed to identify what stresses themand avoid those situations, if possible,or practice better ways to handle thestress. Some of us are better than oth-ers at handling the stressors in ourlives. There are many ways to accom-plish this:

• Get control of your responses. • Make and keep friends. • Live within your means. • Keep your mind alive and active. Finally, dealing with stress means

dealing directly with emotional upsetsand conflicts, which is a critical chal-lenge for families who work together.Stress is very individualized; whatmay be stressful for one family orbusiness, may be brushed off as “nobig deal” by another. The trick is toidentify what you can and what youcan’t change.

Stress Management:Where Do You Start?

While you may not be able to con-trol all of the complications in yourlife, you can change your responses.The most important step is to takecontrol. “Stress hardy” individualsand families have that ability.

The best way is to learn to replacethe stress response with a relaxationresponse, which can be elicited byregular meditation. Research suggeststhat regular mediation, for 10 to 20minutes a day, can reverse the illeffects of stress. Meditation basically

consists of calming the mind byfocusing on something simple, likebreathing, contemplation, prayer, orvisualization.

A recent study found that individu-als who took an eight-week medita-tion course showed increased activityin the left frontal cortex of the brain.In contrast, members of the controlgroup, who did not meditate, did not.The left-frontal cortex is under-activein people who are stressed, overanx-ious, or depressed, but more active inpeople who are usually calm andhappy. People with more active leftfrontal cortexes produce less of thestress hormone cortisol, recover fasterfrom negative events, and have higherlevels of certain immune cells.

There is also evidence that thosewho can calm themselves are lesslikely to suffer deleterious effectsfrom real trauma and are, in fact, lesslikely to suffer PTSD (post traumaticstress disorder). Since stress is “conta-gious,” positive changes in your moodand self-awareness can work wondersfor your business and family.

– Jane Hilburt-Davis is president ofKey Resources, LLC, Boston, Ma., a fami-ly business consulting firm. Shehas trained, mentored, and coached hun-dreds of family business advisors and isco-author of Consulting to FamilyBusinesses. Reach her at (617) 577-0044or at [email protected].

Reprinted with permission of KeyResources LLC. No portion of this articlemay be reproduced without its permission.


Easy-Care GuttersThe Boston Gutter System from Intex Millwork

offers the appearance of wood, but not the mainte-nance.

The extruded PVC gutters come in 10- and 20-ft.lengths, with a bracket system to hang and float.

Splice kits for inside and outside corners, end caps,and copper downspouts are also available.

INTEXMILLWORK.COM(866) 293-4100

Versatile PVC TrimVersatex WP4 is a PVC alternative to conventional

pine trim.Sold in 18’ lengths, it’s ideal for wainscoting, sof-

fits, porch ceilings, and a score of other interior andexterior applications.

The product features an authentic V-groove centermatch, with a 3/4”x5-7/16” profile. Installationrequires ordinary carpentry skills, tools and fasteners.

VERSATEX.COM(724) 857-1111

NEW Products

Patio Doors with Style French-style vinyl patio doors from Skyreach L&S

Extrusions combine beauty and engineering.The Boulevard series comes 6’8” high, in 5’, 6’,

and 8’ widths. A variety of multi-style combinations,custom sizes, and custom finishes are also available.

SKYREACH.COM(866) 903-8800

Water Diversion for DeckingCertainTeed’s new water-diversion system creates

dry areas under decks for entertaining or storage.UnderShield features 6’x16” vinyl panels with that

can be installed to deck joists with stainless steel hard-ware. A concealed clip and grid system diverts waterto the edge of the deck.

Panels come in two styles—chamfer or beaded—and three colors: colonial white, sterling gray, andsavannah wicker.

CERTAINTEED.COM(800) 233-8990


Perennial T&G PorchesPerennial Wood tongue-and-groove porch flooring

uses TruLast technology that decreases shrinking,selling, cupping, and warping.

Three uncoated profiles are offered: 3/4”x3-1/8”and 7/8”x3-1/3” finished face in 8’, 10’, and 12’lengths, and 7/8”x4-7/8” finished face in 8’ and 10’lengths.

Produced from southern pine, the product is grownand processed in the U.S.

PERENNIALWOOD.COM(800) 530-7495

Corner with a ViewThe Ultra series corner-window unit from Kolbe

offers unobstructed views without unwanted solarheat.

Inside, the windows are trimmed with a choice ofwood species, including FSC-certified. The outside isframed with clear-anodized aluminum. Each sidespans more than 10’x10’, with integrated awnings thatopen with motorized operators.

KOLBE-KOLBE.COM(715) 842-5666


Thermo-Ash DeckingThermally modified hardwood decking from

Thermory USA uses no chemicals, glues or rainforestmaterials. Sizes are 1x6 and 5/4x6.

Its hidden-clip system requires no drilling andensures perfect spacing, using stainless steel hardwareand machined side grooves. The wood ages naturallyto silver/gray, or a UV deck oil can be used to main-tain its rich brown tones.

The wood is distributed in the West by MountStorm Forest Products, Windsor, Ca.

THERMORYUSA.COM(847) 256-8828

Flooring on ContactDevine Color Floor has launched a new line of

luxury vinyl flooring with a patented adhesive-impregnated fabric backing said to create a bond thatis both permanent and easily removable.

Ideal for residential and commercial applications,the Devine Contact Collection is 3mm thick with a0.55mm wear layer. It comes in 10 plank and ninestone tile colors.

DEVINECOLORFLOOR.COM


PVC FencingEnduris’ low-maintenance

Endwood cellular PVC fence hasa rich, hand-stained look withrough-sawn texture and variegat-ed woodgrain patterns.

It can be assembled onsitewith 6” pickets, either square-edged or dog-eared. Two 1” cir-cular voids accommodate a stabi-lizing steel tube in the center rail.

Choices include three colors,four post systems, a 4”x4” vinylpost sleeve, a 5”x5” routed post,and two metal post options.

ENDURIS.COM(888) 329-7428

Natural FinishingVermont Natural Coatings’

PolyWhey Heirloom Wipe-onfinish offers the look and feel oftraditional hand-rubbed finishes.

Made with whey protein, thenon-yellowing finish is easy toapply on cabinets, doors, andother wood.

VERMONTNATURAL-COATINGS.COM(802) 472-8700

Get the Edge on OSBHardwood Edge from Weyer-

haeuser reportedly is the first OSBfloor panel specifically engineeredfor use under hardwood floors.

Panels have built-in end-grooves to eliminate standing waterand reduce water absorption, plus a

proprietary edge seal to reduceedge swell and sanding.

Each 4’x8’ panel is 23/32”thick, has a printed fastener tem-plate, and is fully sanded.

HARDWOODEDGE.COM(888) 453-8358

With Cascadia decking, the unsurpassed nat-ural beauty of Western Red Cedar is matchedwith Terminal Forest Products’ renownedmanufacturing quality. This creates a productthat is beautiful, functional, and eco-friendly.

Cascadia decking is made from a 100%renewable and sustainable North Americanresource unlike PVC and composite decking,which is largely made from non-renewablepetroleum products. Third-party life cycleanalysis clearly shows WRC decking as thebest environmental choice for decking: WRCsignificantly outperforms sustitute products inevery environmental measure.

P.O. Box 1802, Medford, OR 97501 • Fax 541-535-3288 • (541) 535-3465 • www.normandist.com

Superior Service, Products & Support

Distributed by


ASSOCIATION Update

Western Building MaterialAssociation installed Bill Mackie,Madison Lumber, Ketchikan, Ak., asits new president during its recentannual convention in Portland, Or.

New 1st v.p. is Mike Werner,Builders Alliance, Bellingham, Wa.;2nd v.p. Steve Kerr, Kerr AceHardware, Brookings, Or.; nationaldirector Curtis Jack, Coquille Supply,Coquille, Or.; executive committee-man Brett LaMar, Lake ChelanBuilding Supply, Manson, Wa.; insur-ance trust chairperson Eric Fritch,Chinook Lumber, Snohomish, Wa.;suppliers council chairperson DavidShanda, Huttig Building Products,Auburn, Wa., and new board memberJeff Newenhoff, City Lumber Co.,Astoria, Or.

Roger Fouts, Withers Lumber,Woodburn, Or., was honored as

Distinguished Dealer of the Year, andTom Stumpf, Western WoodPreserving, Sumner, Wa., as Supplierof the Year.

WBMA’s professional develop-ment series continues April 11-12 withtwo Bill Sharp presentations atHeathman Lodge, Vancouver, Wa.

The first day will cover “AroundCustomers, Everyone Sells,” followedby dinner and product knowledge ses-sions. The topic for the second daywill be “The 5T’s of Success,” fol-lowed by a tour of Allweather WoodTreaters, Washougal, Wa.

Mountain States Lumber &Building Material Dealers Associ-ation honored outstanding members atrecent events.

Cindy Hart, Boise Cascade, Den-ver, Co., was named Lumberman of

the Year at the annual end of yearevent. Max Guetz, Alpine Lumber,Denver, was honored as Industry All-Star during its first Brewfest fundrais-er, which raised more than $13,000 forProject Healing Waters.

Larry Bujaci recently retired asfield rep for the association. Afterbeing honored as Lumberman of theYear in 1996, he retired as a BoiseCascade salesperson and went to workfor the association in 1998.

MSLBMDA’s Colorado Councilwill host its 20th annual bowling tour-nament April 15 at Arapahoe BowlingCenter, Greenwood Village, Co.

Western Hardwood Associationis staging its annual convention &expo for April 30-May 2 at Double-Tree Lloyd Center, Portland, Or.

Educational seminars will look atregulations affecting harvest and ship-ments, environmental policies, export-ing and importing hardwoods, anddesign trends affecting PacificNorthwest hardwoods.

Networking opportunities includean opening reception, dinner and auc-tion; an exhibitor showcase; Oregonmicrobrew reception, and a mill tour.

American Wood ProtectionAssociation will hold its first conven-tion in Hawaii—April 28-May 1 atSheraton Waikiki, Honolulu.

Highlights include visits to a treat-ed wood test site and a Formosan ter-mite laboratory, with hands-ondemonstrations of how test samplesare evaluated.

North American WholesaleLumber Association has scheduledits annual leadership conference forApril 28-30 at Innisbrook Golf Resort& Spa, Tarpon Springs, Fl.

Presentations will include “The

4911 Warner Ave., Ste. 205, Huntington Beach, CA 92649Phone (714) 840-5366 • Fax 714-840-1933

www.straight-line-transport.com“A Load We Transport Is a Load off Your Mind”

Specializing in Flatbed & Van Freight for over 10 years


LOS ANGELES Hardwood Lumberman'sClub donated $8,000 to the HardwoodForest Foundation during its recent pooltournament in Orange, Ca., won by MikeWalters, a guest of runner-up DaleBohannon, Bohannon Lumber, LongBeach, Ca. The funds were raised from theAlan Bohnhoff Memorial Golf Tournament.(Left to right) Alan Arbiso, Mark Michie,Dale Bohannon, Matt Barrass, CharleyFiala, Mike Walters, Jim Gaither, MartyFox, Dan Bohannon, Bill Fitzgerald.

Cal Coast Wholesale Lumber, Inc.Pressure Treated Forest Products

Alkaline Copper Quat (ACQ)Custom Treating

Selected Inventory Available

P.O. Box 673 • 3150 Taylor Drive • Ukiah, Ca. 95482Phone 707-468-0141 • Fax 707-468-0660

[email protected]

Sales for Coast Wood Preserving

LBM Dealer Market: What Now andWhat Next?” by Paul Hylbert, KodiakBuilding Partners; a discussion oftrends affecting the distribution supplychain by Paul St. Germain, co-authorof Facing the Forces of Change, andan economic forecast by Paul Jannke,Forest Economic Advisors.

National Hardwood LumberAssociation will hold its first Chineseinspector training class July 15 toAug. 15 at NHLA headquarters inMemphis, Tn.

Taught by veteran instructors RichHascher and Randy Wilson, assistedby Chinese language interpreters, theMonday-through-Saturday summerschool will include mill visits and net-working opportunities with NorthAmerican suppliers.


CLASSIFIED Marketplace

Rates: $1.20 per word (25 word min.). Phone number counts as 1word, address as 6. Centered copy or headline, $9 per line. Border, $9.Private box, $15. Column inch rate: $55 if art furnished “camera-ready”(advertiser sets the type), $65 if we set type. Send ad to Fax 949-852-

0231 or dkoenig@ building-products.com. For more info, call (949) 852-1990. Make checks payable to Cutler Publishing. Deadline: 18th of pre-vious month.

To reply to ads with private box numbers, send correspondenceto box number shown, c/o The Merchant. Names of advertisers using abox number cannot be released.

building-products.com

HELP WANTED

NEIMAN REED LUMBER CO., a SanFernando Valley-based wholesale lumber andplywood distributor, is looking for two qualityand seasoned salespersons. The first candidatewill manage and run our plywood operationwith sales and buying responsibilities. Mill con-tacts and customer following are essential. Thesecond candidate will be a softwood/hardwoodtrader with loyal following. We offer the mostcomprehensive inventory with a full spectrumof grades, a competitive compensation pro-gram, earned bonuses, 401K, travel andexpense accounts, and full-health insurancebenefits. This is an excellent opportunity to be akey part of a premier wholesale lumber compa-ny. Please send resumes in confidence to EdLangley: [email protected].

HELP WANTED

SOUTHERN CALIFORNIAOUTSIDE SALES REP

Universal Forest Products, the nation’s leadingmanufacturer and distributor of wood and wood-alternative products to retail/dealer, manufac-tured housing and industrial markets, is seekingan outside sales representative to serve its south-ern California customer base. This position isbased out of the company’s Riverside, Ca.,facility. This candidate should have comprehen-sive knowledge of the southern California mar-ketplace and a thorough understanding of theproducts therein. We are looking for people whocan contribute to our growth, who are hungryfor success, who bring a winning attitude totheir work, and who are interested in newopportunities in an established arena. You pro-vide the skill, knowledge, integrity and perse-verance, and we will provide a great place towork, where you will be encouraged to growand learn and rewarded with outstanding bene-fits and compensation. If you are interested injoining our team, please email your resume toSteve Mitchell at [email protected]. Allreplies will be kept strictly confidential.Universal is an equal opportunity employer.

HELP WANTED

NORTHWEST OREGON-based manufacturerof high-end specialty wood products seeks expe-rienced, sales/marketing professional. The can-didate will become part of a team with responsi-bility for sales, purchasing and manufacturing ofspecialty wood products.

Qualifications to include:• Existing network of business relationships

and following among customers and/orsawmills;

• College degree or work experience equiva-lent;

• Ability to work in a team-oriented environ-ment;

• Knowledge of West Coast species, grades,applications and markets;

• Excellent verbal and written communica-tion skills as well as a good math background;

• Willingness to travel.Compensation includes salary plus perfor-

mance-based bonuses, medical and dental cov-erage, and expense account. This is an excellentopportunity to join one of the most establishedand respected companies in the specialty soft-wood business.

Please send resume in confidence [email protected]. Please reference “Merchantwant ad” in the subject line.

Ace Hardware Targets B2BAce Hardware Corp. has launched

a new program to sell to small busi-nesses, including schools, churches,restaurants, and apartment managers.

Branded as “The Supply Place,Powered by Ace,” the programincludes an e-commerce site and a cer-tification process for all participatingAce dealers.

Western Wall Groups Team UpThe Northwest Wall & Ceiling

Contractors Association, AssociatedWall & Ceiling Contractors of Oregon& SW Washington, Wall & CeilingAlliance, and Western Wall & CeilingContractors Association have jointlyformed the National Building Institute.

The institute aims to increase mar-ket share for member contractors bypooling access to each association’stechnical resources and togetherdeveloping specific construction sys-tem designs.

Headed by Neil O’Connor, theinstitute’s board of directors includes

objects, CAD drawings, and othertechnical information. Continuingeducation units for architects and con-tractor loyalty programs are also easilyavailable in this new section.

Consumers can now navigate,explore, and learn about productsbased on individual design criteria:window style, frame material, orarchitectural style. New product con-tent, photo galleries, product reviews,and interactive navigation menusallow users to enjoy a customizedexperience and learn about windows.

A new inspiration center allowsusers to visualize what new windowsand doors will look like in their ownhome. The interactive tool lets con-sumers select from a wide variety ofpre-masked interior and exteriorimages, or upload a photo of theirown. Then they can view all Milgardproduct series and play with the mostpopular operating styles, configura-tions, colors, grids, and trim options.Finally, users can save their projectsand then share them via social media.

NWCCA’s Rick Harris and JimTaylor, AWCC’s Vaughn Grubaugh,WACA’s Jim Watson and GregBrady, and WWCCA’s Robert Klugh,Daryl Wimberly and Todd Heimerl.

Milgard Brightens WindowShopping Experience

Milgard Windows & Doors,Tacoma, Wa., has added new interac-tive tools to its website, to provideconsumers with a more immersiveexperience as they shop for windowsand doors.

A mobile version of the new web-site is also available.

“We take pride in our ability tooffer one of the industry’s most com-prehensive, informative and engagingonline window and door researchexperiences,” said brand managerJeremiah Noneman.

The professional resources sectionwas created with feedback frombuilders, contractors, architects, andother design professionals. It containsdetailed product specifications, BIM


DATE BookListings are often submitted months in advance. Always verify

dates and locations with sponsor before making plans to attend.

Western Building Material Association – March 12-13, estimatingworkshop, WBMA Hq., Olympia, Wa.; (360) 943-3054;www.wbma.org.

Greenprints – March 13-14, Georgia Tech Research InstituteConference Center, Atlanta, Ga.; (404) 872-3549; www.green-prints.org.

Pacific Northwest Association of Rail Shippers – March 13-14,conference, Doubletree, Portland, Or.; (503) 656-4282; www.rail-shippers.com.

Lumbermens Merchandising Corp. – March 13-15, annual meet-ing, Anaheim, Ca.; (610) 293-7049; www.lmc.net.

Small Log Conference – March 13-15, Coeur d’Alene Resort,Coeur d’Alene, Id.; www.forestbusinessnetwork.com.

Los Angeles Hardwood Lumberman’s Club – March 14, golf tour-nament, El Prado Golf Course, Chino, Ca.; (626) 445-8556;www.lahlc.net.

Redwood Region Logging Conference – March 14-16, RedwoodAcres Fairgrounds, Eureka, Ca.; (707) 443-4091; www.rrlc.net.

Pasadena Home Show – March 16-17, Pasadena ConventionCenter, Pasadena, Ca.; (888) 433-3976; acshomeshow.com.

National Lumber & Building Material Dealers Assn. – March 18-20, legislative conference & spring meeting, Crystal City Marriott,Washington, D.C.; (800) 634-8645; www.dealer.org.

Window & Door Manufacturers Assn. – March 18-20, legislativeconference, Arlington, Va.; (800) 223-2301; www.wdma.com.

Tacoma-Olympia Hoo-Hoo Club – April 2, meeting, La Quinta Inn,Tacoma, Wa.; (253) 531-1834.

National Wood Flooring Association – April 2-5, conference &wood flooring expo, Gaylord Texan, Dallas, Tx.; (800) 422-4556;www.woodfloors.org.

International Wood Composites Symposium – April 3-4, annualsymposium, Red Lion, Seattle, Wa.; (800) 942-4978;www.woodsymposium.wsu.ed.

Great Falls Home & Garden Show – April 5-7, sponsored by HomeBuilders Association of Great Falls, MT ExpoPark, Great Falls,Mt.; (406) 728-1916; www.greatfallshomeandgardenshow.com.

Missoula Home & Garden Show – April 6-7, Adams Event Center,Missoula, Mt.; (406) 728-1916; missoulahomegardenshow.com.

Door & Hardware Institute – April 8-9, executive summit, LasVegas, Nv.; (703) 222-2010; www.dhi.org.

Structural Insulated Panel Association –April 9-11, annual meet-ing & conference, Loew’s Resort Canyon Spa, Tucson, Az.; (253)858-7472.; www.sips.org.

West Coast Lumber & Building Material Association – April 11,golf tournament, Black Gold Golf Club, Yorba Linda, Ca.; (800)266-4344; www.lumberassociation.org.

Western Building Material Association – April 11-12, sales semi-nar, Heathman Lodge, Vancouver, Wa.; (360) 943-3054;www.wbma.org.

Vacaville Home & Garden Show – April 12-14, Nut Tree Complex,Vacaville, Ca.; (707) 445-8226; www.vacavilletotalshows.com.

Mountain States Lumber & Building Material Dealers Assn. –April 13, Colorado council bowling tournament, ArapahoeBowling Center, Greenwood Village, Co.; (303) 790-2695;www.mslbmda.org.

International Wood Products Association – April 17-19, annualconvention, Westin Bayshore, Vancouver, B.C.; (703) 820-6696;www.iwpawood.org.

Forest Products Society – April 18-19, window & door symposium,Roseville, Mn.; (608) 231-1361; www.forestprod.org.

National Kitchen & Bath Association – April 19-21, annual show,New Orleans, La.; (800) 843-6522; www.nkba.org.

Rock Springs Home & Garden Show – April 19-21, SweetwaterEvents Center, Rock Springs, Wy.; (307) 382-0710; www.wyominghomeshow.com.

Albuquerque Home & Garden Show – April 20-21, Expo NewMexico at New Mexico State Fairgrounds, Albquerque, N.M.;(916) 372-5390; www.abqhomeandgardenshow.com.

Transload Distribution Association – April 22-24, conference,Hilton Rosemont, Rosemont, I l . ; (503) 656-4282;www.transload.org.

Wood Machinery Manufacturers of America – April 23-26 wood-working conference, Marriott Tempe at the Buttes, Tempe, Az.;(443) 640-1052; www.wmma.org.

Southern California Hoo-Hoo Club – April 26, 6th annual DonGregson Memorial Golf Tournament, San Dimas Golf Course,San Dimas, Ca.; (760) 324-0842; www.hoohoo117.org.

Black Bart Hoo-Hoo Club – April 27, annual poker tournament &BBQ, Burgess Horse Barn, Healdsburg, Ca.; (707) 889-0049;www.blackbarthoohoo181.org.

North American Wholesale Lumber Association – April 28-30,leadership conference, Innisbrook Resort, Palm Harbor, Fl.; (800)527-8258; www.lumber.org.

American Wood Protection Association – April 28-May 1, annualmeeting, Sheraton Waikiki, Honolulu, Hi.; (205) 733-4077;www.awpa.com.

National Association of Home Builders – April 29-May 1, nationalgreen building conference, Nashville Convention Center,Nashville, Tn.; (800) 368-5242; www.nahb.org.

Western Hardwood Association – April 30-May 2, convention &expo, Doubletree Lloyd Center, Portland, Or.; (360) 835-1600;www.westernhardwood.com.

Respecting the forest, honoringthe past, building the future.

A nation’s pride you can build on.

Manufacturers of 10 million bd. ft. monthly of

• 5/4 & 6/4 Ponderosa Pine Shop• 4/4 Premium Pine Board Programs

State-of-the-Art Hewmill & Headrig Mill

Contact

Yakama Forest Products3191 Wesley Rd., White Swan, WA 98952

Fax 509-874-1162www.yakama-forest.com

Sheldon Howell(509) 874-1163

Alicia Beltran(509) 874-1168


ADVERTISERS IndexFor more information on advertisers, call them

directly or visit their websites [in brackets].

Advantage Trim & Lumber [www.advantagelumber.com]..........47

Allweather Wood [www.allweatherwood.com] ..................Cover III

Big Creek Lumber Co. [www.big-creek.com]...............................36

Black Talon [www.blacktalonuniversal.com].................................4

BW Creative Wood [www.bwcreativewood.com] .......................24

Cal Coast Wholesale Lumber ........................................................47

California Redwood Association [www.calredwood.org] ...........27

California Redwood Co., The [californiaredwoodco.com]..........25

Capital [www.capital-lumber.com]........................................Cover I

Fontana Wholesale Lumber [fontanawholesalelumber.com].....13

Genova Products [www.genovaproducts.com].............................7

GRK Fasteners [www.grkfasteners.com].....................................30

Haida Forest Products [www.haidaforest.com]...........................33

Hoover Treated Wood Products [www.frtw.com]........................43

Huff Lumber Co. .............................................................................35

Humboldt Redwood [www.getredwood.com]....................Cover III

Idaho Forest Group [www.idahoforestgroup.com] .......................3

Jaaco Corp. [www.jaaco.com].......................................................19

Keller Lumber Co............................................................................46

Maze Nails [www.mazenails.com]........................................Cover II

NAWLA Special Issue ....................................................................39

Norman Distribution Inc. [www.normandist.com].......................45

Nu Forest Products [www.nuforestproducts.com] .....................29

OrePac Building Products [www.orepac.com] ............................34

Pacific Wood Preserving Cos. [www.pacificwood.com].............44

Pennsylvania Lumbermens Mutual Insurance [plmins.com] .....37

Redwood Empire [www.redwoodemp.com].................................21

Roseburg Forest Products [www.rfpco.com] ................................9

Simpson Strong-Tie [www.strongtie.com]...................................23

Siskiyou Forest Products [www.siskiyouforestproducts.com] .31

Skyreach L&S Extrusions [www.skyreachls.com] ......................38

Straight Line Transport [www.straight-line-transport.com] .......46

Swanson Group Sales Co. [www.swansongroupinc.com]...........5

Thunderbolt Wood Treating [thunderboltwoodtreating.com] ....26

Viance [www.treatedwood.com].........................................Cover IV

Western Forest Products [www.westernforest.com] ..................28

Western Red Cedar Lumber Assn. [wrcla.org] ...........28, 33, 40-41

Yakama Forest Products [www.yakama-forest.com]..................49

EVERY PRODUCT that TreeHouse carries undergoes stringentscreening and is sold with a four-part rating.

An innovative Texas dealer has taken greenbeyond a few products offered in different departmentsto an entire 25,000-sq. ft. store, an existing structurethat was completely remodeled for LEED certification.

“We’re trying to bring sustainable living into themainstream,” says Kane Sutphin, head of marketing atTreeHouse, in Austin. “This is what would happen ifWhole Foods took over Home Depot.”

In fact, the store’s interior is similar to the inside ofa typical big box: light and airy, with high shelvesstocked with every building product imaginable.Except here, each and every product undergoes strin-gent screening and is sold with a four-part rating:health, sustainability, performance, and corporateresponsibility.

“Our goal is to offer a unique shopping experience,plus products that can’t be found anywhere else, all inone location,” explains Sutphin.

As an example, TreeHouse is just one of threeretailers that stock Switch LED light bulbs, which aredesigned to look good, stay cool, and save energy.Every salesperson has years of experience in theirdepartment, and dedicated salespeople act as rovingsustainability consultants.

Education stations in each department offer interac-tive learning experiences about eco-friendly products.“Toilets flush more money down the drain than any-thing else in your home,” announces one display toeducate shoppers about the differences between con-ventional and high-performance models. Other exhibitstout energy-efficient windows, denim insulation, sus-tainable chicken coops, and water-saving landscaping.

Each display strives to make its point with humorand whimsy. “We think we can do a lot more to helpthe planet if people feel good about what they do,instead of guilty,” says Sutphin. “We don’t want peo-ple to feel bad.”

The literal and figurative heart of the store is theIdea Center, where specially trained experts adviseshoppers on products, services, and solutions that canmake their homes smarter and greener. Contractors,builders, architects and designers also use the center, toreview options and discuss plans with their clients.

IDEA FileGreen to the Core

© 2013

Whether you’re selling to a pro or a do-it-yourselfer, you want a satisfied customer, not a potential warranty claim.

And nothing satisfies customers like naturally strong, durable and beautiful FSC® certified Humboldt Redwood. Contractors love it because it’s easy to work with. Homeowners love it because it looks great and lasts for decades with easy maintenance. In fact, with Humboldt Redwood, the only things that come back are satisfied customers.

Let’s build a long-term, profitable business relationship together.

Contact Julie Wright at (707) 764-4472 or visit us at GetRedwood.com

FSC® C005200

if it creates aLOW-MAINTENANCE DECK

HIGH-MAINTENANCE CUSTOMER?

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What good is a

Christopher Stewartawardwinningdecks.com

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SERVING THE WESTERN UNITED STATES

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The Merchant Magazine - March 2013

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