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EVERY PRODUCT that TreeHouse canies undergoes stringent screening and is sold with a four-part rating.

An innovative Texas dealer has raken sreen beyond a few products offered in different departients to an entire 25,000-sq. ft. store, an existing structure that was completely remodeled for LEED certification.

"We're trying to bring sustainabte living into the mainstream," says Kane Sutphin, head of marketing at TreeHouse, in Austin. "This is what would happen if Whole Foods took over Home Depot."

In fact, the store's interior is similar to the inside of a typical big box: light and airy, with high shelves stocked with every building product imaginable. Except here, each and every product undergoes stringent screening and is sold with a four-part rating: health, sustainability, performance, and corporate responsibility.

"Our goal is to offer a unique shopping experience, plus products that can't be found anywhere else, all in one location," explains Sutphin.

As an example, TreeHouse is just one of three retailers that stock Switch LED light bulbs, which are designed to look good, stay cool, and save energy. Every salesperson has years of experience in their department, and dedicated salespeople act as roving sustainability consultants.

Education stations in each department offer interactive learning experiences about eco-friendly products. "Toilets flush more money down the drain than anything else in your home," announces one display to educate shoppers about the differences between conventional and high-perfornance models. Other exhibits tout energy-efficient windows, denim insulation, sustainable chicken coops, and water-saving landscaping.

Each display strives to make its point with humor and whimsy. "We think we can do a lot more to help the planet if people feel good about what they do, instead of guilty," says Sutphin. "We don't want people to feel bad."

The literal and figurative heart of the store is the Idea Center, where specially trained experts advise shoppers on products, services, and solutions that can make their homes smarter and greener. Contractors, builders, architects and designers also use the center, to review options and discuss plans with their clients.

For nrorc information on advertisers, call them directly or visit their wcbsites [in brackets].

Advantage Trim & Lumber [www.advantagelumber.com].,........11

Anthony Forest Products [www.anthonyforest.com] .......,..,.....,.,5

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

BuilderLink [www.yourbuilderlink.com/dealers] ......,.,...........,....39

Boston Cedar [www.bostoncedar.com] ..,.,...,.......3

BW Creative Wood [www.bwcreativewood.com] ..................,,....33

Chicago Suburban Lumber Sales. .............,........43

Crumpler Plastic Pipe [www.cpp-pipe.com] .............,.............,,,..45

Do it Best Corp, [www.independentdoitbest.com]....,..... ............21

Eventtrood Treatment Co. [www.everuvoodtreatment.com]..,......25

Fasco America [www.fascoamerica.com].....................,.....C0ver ll

Great Southern Wood Preserving [yellawood.com] ......,,.C0ver lV

GRK Fasteners [www.grkfasteners.com].,...........,.......................26

Haida Forest Products [www.haidaforest,com]...,...........,..........,31 ldaho Forest Group [www,idahoforestgroup.com] .......................7

Lee Roy Jordan Lumber Co. [wwwjordanredwood.com],,,,.......36

Maze Nails [www.mazenails.com],.,..,,.....,. Cover lll

NewTech Wood [www.newtechwood.com],................... ..............22

Redwood Empire [www.redwoodemp.com].,.....................,..,,.....i9

Richardson Timbers [www.richardsontimbers.com] ........,.,.......35

Roseburg Forest Products [www,rfpco.com] ...........................,,.13

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

Skyreach L&S Extrusions [www.skyreachls.com]............ ..........24

Swanson Group Sales Co. [www,swansongroupinc.com].........27

Tank Fab [www,tankfab,com].............,..., .............34

Viance [www.treatedwood.com] .............,,........,,,.............,..,Cover I

Western Forest Products [www.westernforest.com] .,....,.,.,.......32

Western Red Cedar Lumber Assn. [wrcla.org]....... ....28-29, 3l,32

Wholesale Wood Products [www.wholesalewoodonline.com]..33

Correction: Last month's Advertisers Index should have listed TAMKO's website as www.evergrainchallenge.com.