Southern forest products industry ready for rebound

IESPITE a global recession, southLf ern forest products manufacturers are hanging tough and bracing for the eventual rebound.

The companies have found strength in numbers, joining two primary trade groups, the Southern Forest Products Association and the Southeastern Lumber Manufacturers Association.

SLMA consists of independently owned and operated manufacturers of 4.8 billion bd. ft. of softwood and hardwood products. Most are third or fourth generation family-owned, which means they have demonstrated their strength and resiliency by weathering many storms before.

Since 1961, SLMA has helped strengthen its membership by providing value-added programs and services including marketing, federal lobbying on legislative and regulatory affairs and member networking and educational opportunities. While many of SLMA's 120 member companies are considered small companies, their involvement in the association enables them to band together with other members to create a large voice for the independent manufacturers.

"Our members have carved out a great niche for themselves," said SLMA president Debbie Brady. "By focusing on quality products and outstanding customer service, they have withstood many economic downturns. While this current downturn has pushed both prices and production to historic lows, our members have continued to invest in their mills, products and services so that they will be standing stronger than ever once things turn around."

Likewise, since 1915, SFPA has represented southern pine lumber manufacturers, promoting members' products for a wide variety of residential, light commercial, and industrial applications and helping them weather a depression and several recessions.

"Our industry has faced downturns before, but the current demise of homebuilding activity across the country has put a squeeze on lumber markets unlike any previous period," noted SFPA president Digges Morgan. "Consequently, SFPA is taking aggressive steps that allow our indus- try to undertake the best possible promotional strategy for these challenging months ahead."

A major step forward came with the formation of the Southern Pine Council in 1988. A joint markering effort by SFPA and SLMA, SPC works to promote ways to sell more lumber. Working with dealers is a key component of its campaigns.

SLMA's Brady said that SPC has been a key driver in encouraging the use of more southem pine products in new construction by promoting raised floor foundations. The council has also developed an extensive product library on subjects ranging from span tables to treated wood safety, all of which are available for free download at www.southernpine.com.

To complement SPC's trade efforts, SLMA launched the Southern Pine Awareness Network in 2005 to promote southern pine products directly to consumers. While SPAN promotes the full gamut of interior and exterior southern pine products, more opportunities have evolved throughout the years to promote pressure treated southern pine. SPAN has successfully garnered coverage of southern pine products and applications in newspapers and magazines, on television and radio, and online. Dealers can refer customers to www.spanpine.com for product info, southern pine's green attributes, free project plans, and more.

Dealers should keep in mind that the best products are not necessarily the newest, according to SFPA's Morgan. The inherent features that made southern pine a key player in our nation's colonial days continue to make it a wise choice today.

The current recession is approaching two years, creating the roughest downturn for construction markets ever recorded. Until a recovery is in sight, resourceful lumber dealers are finding the means to stay ahead even in such a depressed market, and SPC and SPAN are here to help.