The Merchant January 2022 by 526 Media Group

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CONTENTS

January 2022 Volume 101 n Number 1

Stay connected between issues with www.building-products.com

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Special Issue

Features

30 WWPA on Western Woods

10 Feature Story

Western Wood Products Association delivers an update on the state of the western lumber industry.

Departments

14 Management Tips

Introduction to Cloud Computing

16 Industry Trends

Consumers Pick Favorite Windows, Doors

18 Margin Builders

The Right Coatings Give Metal Roofing Real Cache

24 Transforming Teams

Surviving the Great Resignation California Dealers Group Reconvenes for Holiday Meeting

The Official Publication of

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8 Across the Board 20 Competitive Intelligence 22 Olsen on Sales 28 Movers & Shakers 40 New Products 46 In Memoriam 46 TalkBack 47 Selling with Kahle 48 Centennial FlashBack 50 DateBook 50 Advertisers Index

The Merchant Magazine Digital Edition at www.building-products.com

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Turning Up the Heat to Salvage More Downed Timber

44 Event Recap

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January 2022

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ACROSS the Board

By Patrick Adams

Tough h, a new year! I’m not sure why I get excited about the new year as if it somehow resets everything and gives a “fresh start” because when you really think about it, it’s only 24 hours removed from whatever our life was. Regardless, I am always a bit more optimistic and driven as we enter this new chapter. Part of this exercise is that I look back. On my life, my upbringing, the many interesting chapters of my adulthood and my time as an employer, husband and father. A sort of mental scoreboard of “wins” and “losses” with the lessons learned and hopefully, wisdom gained. As I’ve started going through this exercise, one word keeps popping up in my mind: tough. It’s not to say that my life isn’t far more blessed than I ever imagined or deserve. But, it’s been tough. All of my youth was tough times. The first half of my adult life was around tough people and tough challenges. In this chapter, the tough times look and feel different, but are no less of a test. I remember when I was young, there was an older man who every time he saw that look come over me that he interpreted as “quit,” he would yell out, “Get tough, Adams.” It’s funny that just the other day when my 5-yearold son fell and looked like he was going to cry, I picked him up, brushed him off, looked into his eyes, and asked him only one question: “Are you tough?” The tears left his eyes, a look of determination came over him, and his reply was, “Yes, Daddy.” While the economy is roaring and our markets are healthy, times are no less tough. Costs are skyrocketing, opportunities are always knocking presenting us with new risk/rewards, and competitors are always looking for new angles which now include the constant threat of poaching your most valuable team members. All of these variables are a constant swirl of somewhat contained chaos that my mind processes in the background of whatever else I am trying to do at the moment. But, I wouldn’t have it any other way. The old saying goes, “The tougher, the better.” But I like a friend’s perspective better. His belief is that without a “battle to fight” (figurative, or usually literal in his case), it is impossible for you to perform at your best or grow to your potential. It is that daily fight that brings out our best. Allows us to perform at a higher level. In a fight, we are sharper, quicker, smarter and when we survive, we look back smiling at being proud that we persevered and outlasted the others. I believe this, too. I don’t look forward to fighting, but

looking back, there are very few things in my life that have come easy. From that, however, I have the gratitude and humility that comes from having earned all that I have. While I may joke about wanting to win the lottery, I should not be surprised that I never do given that I never buy a ticket! With this new year comes some new challenges. Our kitchen is still torn up, my wife is dealing with some health challenges, and like everyone, we are experiencing staff turnover. Our economy is “roaring,” but it does not feel like it’s in a way that is confidence inspiring. The stock market and property values have everyone far wealthier than before, but I’m not sure that I’d retire just yet. The Fed has now mentioned “multiple” rate hikes in the coming year and the CDC seems to contradict itself daily with saying our “vaccines” are good for new variants, or we need the “booster,” or we might be in for big trouble. Extreme challenges? I wouldn’t have it any other way. As I’ve shared in prior columns, I see no prize or reward in the “easy path.” While at this age, the daily battle is a bit more tiring, I am proud that I work in an industry full of people who also wake every day before the sun and welcome whatever the day has in store. Happy New Year, everyone! 2022 begins our 100-year anniversary of service to this great industry full of people and businesses who inspire and humble me every day. You are my role models and my inspiration that in spite of the news reports, there is still a LOT that is right about this country and the people who live here. Stand by for a year FULL of exciting new things that we will be bringing you in hopes of serving you better now—and for the next 100 years!

Patrick S. Adams Publisher/President padams@526mediagroup.com

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January 2022

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FEATURE Story

By David Koenig

Turning up the heat to salvage more downed timber

he hits keep coming. Recent years have seen what feels like an unprecedented onslaught of wildfires, hurricanes, beetle infestations, and other calamities that have downed millions of trees. Unfortunately, far too much of the downfall is never salvaged for use as lumber or other wood products, and is instead left to rot or quickly pulverized in a chipper, to “make the problem go away.” What can the industry do to increase the reclamation rate of disaster-damaged wood?

A Short Window of Opportunity

Before joining the Southern Forest Products Association in 1997, SFPA executive director Eric Gee worked as a forester for a south-wide private forest management consulting company. He is a Society of American Foresters Certified Forester and Alabama Registered Forester. He cites several explanations for why only a fraction of downed timber is utilized as lumber products. “Natural disasters can be particularly challenging for timberland owners,” Gee said. “There is a short window of opportunity

WHILE IT’S HEARTBREAKING that only a fraction of downed timber will be utilized, this landowner was able to find a local operator of a portable sawmill who was capable of turning his felled loblolly pines into beautiful lumber. (Photos courtesy of Eric Gee)

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for salvaging downed or damaged timber before fallen timber loses any residual value. Combined with the challenges of harvesting/removing timber that is oriented in many different directions and establishing harvesting operations in a wide disaster area that is limited to normal infrastructure like clear roads, labor, and fuel; salvage operations can often be a secondary concern to recovery. If timber can be salvaged and delivered to a sawmill for processing, there is no guarantee it will even yield the expected grades.” What happens to the rest? “Woody debris collected after a major event, especially in urban areas, is brought to concentration yards where it may be sorted and ground up using large grinders, turning the debris into mulch for easier decomposition and disposal,” Gee said. “Wood that is unable to be salvaged remains on-site, decaying and providing nutrients to the soil for the remaining vegetation.” Sadly, these trees can be hundreds of years old—containing beautiful wood that could be turned into lumber, siding, furniture—but instead are destroyed either because the salvage agencies lack either the patience or the insight to know what to do next.

SOUTHERN RED OAK had stood for more than 150 years before succumbing to Hurricane Ida’s winds. (Photo courtesy of Eric Gee)

Salvage Solutions

Fortunately, some reclaimed woods companies across the country have begun banding together to offer solutions. First off, Urban Lumber Market is currently developing an inventory management app and marketing platform to keep track of how much disaster-damaged timber

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WALNUT LOGS salvaged from a neighborhood in Sacramento, Ca., will see a second life. (Photo courtesy of Urban Wood Network)

January 2022

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REDWOOD SIDING originated with trees salvaged from a neighborhood in Orangevale, Ca. (Photos courtesy of Urban Wood Network)

is salvaged. The app will track the total board footage of urban and salvaged wood (and chart the reason for the removal and all of the backstory of the wood through their internal program, AncesTREE) as well as the total carbon stored or diverted from the waste-stream. This is being tested now and very near completion—this will provide the industry with some of the answers it has been searching for. The second challenge is education—of the public as well as architects, designers and builders of the potential from this overlooked resource. “We believe if the public is made aware of this wood and the environmental benefits of it as well as the beauty, that they will choose this wood over imported woods,” said Jennifer Alger, CEO of Far West Forest Products, Sheridan, Ca. After helping to launch the 501c3 Urban, Salvaged and Reclaimed Woods Inc., Alger later realized there were other small factions of networks around the country all operating under different names with similar purposes, but no consistent messaging or focus. In 2020, she helped form one united group—the Urban Wood Network (UWN). “We are still growing, but we are working on helping cities, municipalities and other large tree owners develop written policy as to what to do when trees are removed due to death, disease, wildfire or other natural disaster and construction,” said Alger, who serves as executive director. “These policies will ensure that there are processes in place and they have coordinated with local networks for these eventualities instead of scrambling when they occur and there are so many other things to think about.” UWN is working to set up chapters in each state and to have a presence across all of North America. It works closely with and is supported by state forestry departments and the U.S. Forest Service. Additionally, as UWN reached out to wood specifiers, architects and designers, it identified a need for certification so suppliers can verify the history and chain-of-custody of the wood. “They also want to know how many miles it traveled and other info for LEED certification,” Alger said. “So we in the industry wrote urban wood standards so we now have USRW Certified Urban Wood. These standards include best business practices, moisture content and labeling guidelines, special grading system to minimize waste and more. This will allow for urban salvaged wood to be incorporated into more buildings and utilized in a far greater way than ever before. As our cities grow and

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TWO URBAN-salvaged black oak live edge slabs were rescued from a Yuba County, Ca., orchard.

LIVE EDGE deador cedar slab was salvaged from Marysville, Ca., and lives on in a home in Redding, Ca.

population increases, more and more people live in an urban environment and many of the disasters and wildfires are within them and we need to consider and respect the natural wood resource that comes from these areas.” The overriding goal is to make sure less wood is wasted after being struck down by disaster or disease. SFPA’s Gee does see a silver lining amid the destruction of recent years. “While the damage was not insignificant, especially to the timberland owners’ assets, the good news is that forests are highly resilient,” he said. “The logging community and foresters assist in accelerating the recovery by clearing stands and replanting forests. The best defense against significant natural disasters is to practice good silviculture and forest management.” Building-Products.com

MANAGEMENT Tips

By Susanne Tedrick

10 things to know if you’re new to cloud computing loud computing has changed how people and organizations consume information technology products and services. Given the cloud’s flexibility and agility, organizations were able to use cloud services to continue mission critical operations and allow employees to work from home. According to Flexera’s 2021 State of The Cloud report, 36% of enterprise respondents said that they expect to spend $12 million or more in cloud services, and 90% of enterprise respondents expected that their cloud usage would exceed their prior plans because of the pandemic. This sped up cloud use and spending has caused some additional challenges, particularly around having skilled resources. According to a recent study by the information technology research firm Gartner, many IT leaders said that they lack in-house skills to handle 60% of their current operational tasks (particularly in the areas of security, DevOps, networking and compliance), and over 50% felt that in 2022, they won’t meet their company’s cloud adoption goals because of a lack of in-house skills and experience. Now more than ever, having cloud computing knowledge and skills is important. If you’ve never heard of cloud computing or are not entirely familiar with the concept, here are 10 things you should know:

1. Cloud computing is not a new concept. At a top level, cloud computing is the delivery of information technology resources over the internet. Rather than purchasing and maintaining computer hardware and software, you “rent” services from someone else. While the term cloud computing is relatively recent, the underlying concept of cloud computing dates back all the way to the 1960s. It was then that computer scientist J.C.R. Licklider came up with an idea for an interconnected system of computers called ARPANET (Advanced Research 14

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Projects Agency Network) that laid the groundwork for what would eventually become what we know the Internet to be today. In his article “The Computer as a Communication Device,” Licklider described what the internet is—a place where everyone can be connected and access specific programs or data from any location; a precursor to what we know as “cloud computing.”

2. We’re already using cloud computing. Most modern applications and websites are using cloud services to run. If you’ve ever used online productivity software, like Office 365 or Google Suite, then you have 100% used cloud services 3. Self-service. With cloud service, no outside help is needed! Whenever a person needs a virtual machine, or needs to create a document or spreadsheet, they can create them on them on their own; resources are available automatically or near-instantly. No outside salesperson or other party is generally needed to get started with most cloud services. 4. Accessible anywhere, anytime*. If you have a connection to the Internet and device that can access the Internet (e.g., tablet, smartphone, computer), then you can access cloud services any time. * The only caveat is that if the cloud service is down for maintenance, upgrades or an outage, then you won’t be able to access the service. 5. Scales to user’s needs. People can decide how much (or little) of a service they want to use, and without making a long-term commitment. For example, if a user finds that they need additional virtual machines to complete a shortterm data science project, they can purchase those VMs and use them, and then at the end of the project, shut the extra Building-Products.com

machines down at no additional cost or commitment.

6. Pay only for what’s used. When people consume utilities, like electricity, they are charged only for what you used in each month. Cloud computing resources operate in the same way, in where users are only charged for when the cloud service is running. 7. Deployment Models. When most people refer to cloud computing, they are usually talking about “public” cloud. On a public cloud platform, anyone can access the services, which helps to keep the costs of services down. The flip side—because many people can access these services, it can lead to services not performing optimally (often referred to as “noisy neighbors” or “noisy tenants”). Enterprises often opt to develop their own cloud platforms, referred to as “private” cloud, where only those who belong to the organization can access the services on the platform. While this can help with performance and availability, it is very expensive to build and maintain. A “hybrid” cloud is where public, private and perhaps physical (or on-premises) infrastructure is used. This may be ideal for cutting costs and addressing specialized security or industry compliance concerns. This is not to be confused with “multi” cloud, which is usually two or more public clouds being used. 8. Service Models & Shared Responsibility. There are three different service models that are referred to as infrastructure, platform, and software as a service. Software as a service, or SaaS, is the most common deployment, where we purchase software on a recurring basis. The software pro-

vider handles just about everything—the software itself, the underlying platform it’s running, updates, security, etc. As the names imply, providers of infrastructure and platform as a service ensure that there are resources to support computing, networking, storage and application development services. Whatever a user places on top of those resources is their responsibility.

9. Multiple platforms. Amazon Web Services, Microsoft Azure and Google Cloud Platform are the major public cloud providers in the United States. That said, they are not the only ones—for example, Alibaba Cloud Services is the predominant provider in China. Not to mention, there is a growing market for “vertical clouds,” where the cloud platforms services are catered to a specific industry, like financial services and manufacturing. 10. Careers Galore. While there is a dearth of cloud professionals in security, networking and application development, there is just as much of a need for professionals that can help an organization with their costs and governance needs. As cloud becomes a mainstay for businesses, there’s never been a better time to learn the fundamentals, especially if you’re a technologist looking to stay competitive in the IT industry. – Susanne Tedrick is an infrastructure specialist for Azure, Microsoft’s cloud computing platform. She can be reached via www.susannetedrick.com.

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INDUSTRY Trends

By J.D. Power

RENEWAL by Andersen came out on top in J.D. Power’s latest Window & Door Satisfaction Study.

Consumers pick favorites in windows and patio doors espite the economic and logistical challenges introduced by the pandemic, consumer spending on home improvements and repairs grew more than 3% to nearly $420 billion in 2020 and continued its rise through 2021. One surprising beneficiary of this trend is the window and patio door industry, which is heavily reliant on in-home consultations. According to the J.D. Power 2021 U.S. Windows and Patio Doors Satisfaction Study, the industry’s efforts to adjust its business model to accommodate virtual consultation and offer discounts and incentives has helped drive higher customer satisfaction. “Unlike other areas of the home improvement marketplace, window and patio door sales are often driven by an in-home consultation with experts who can talk consumers through not only their window options but also provide specific recommendations based on the home layout and design,” said Christina Cooley, director of home intelligence at J.D. Power. She added, “Consistently, we find that manufacturers and retailers that make it easy to comparison shop and provide expert guidance are those that perform best in the study. This past year, they had to adapt, and many did so successfully. A majority—54%—of customers had some form of expert consultation and 11% of those consults were conducted virtually.”

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Study Rankings

Renewal by Andersen ranked highest in the manufacturer segment with a score of 886 (on a 1,000-point scale), followed by American Craftsman (878) and Milgard (874). Renewal by Andersen also ranked highest in the retail segment in a tie with The Home Depot, each with a score of 876. Window World came in third with a score of 874. The J.D. Power Windows and Patio Doors Satisfaction Study provides a comprehensive view of the window and patio door purchase and ownership experience by measuring satisfaction with window/patio door retailers and brands. The study measures satisfaction among customers who purchased windows and/or patio doors during the previous 12 months, based on performance in six factors for manufacturers and retailers: appearance and design features, operational performance and durability, sales staff and service, ordering and delivery, price, and installation. The study aimed to gauge retailers’ and manufacturers’ brands and reputations, examine pathways to purchase, drill down on problems experienced, and deliver insight on what drives customer loyalty. The most recent study was conducted during the first half of 2021. It was based on responses from 3,124 customers who purchased windows or patio doors within the previous 12 months. J.D. Power is a global leader in consumer insights, advisory services and data and analytics, and a pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior.

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MARGIN Builders

By Metal Roofing Alliance

FINISH OPTIONS such as a stone-coated metal roof offer homeowners great curb appeal and exceptional performance. (Image courtesy Boral Steel)

Finish Strong The right coatings give metal roofs real cache or homeowners looking for serious low-maintenance performance and durability for the roof over their head, it’s hard to beat metal. Quality metal roofing finishes and coatings up the ante even more, by delivering a wide range of benefits and style. The right coating can help achieve a desired look, address a particular issue and even add years of life to a roof. Yet sorting through all the choices and considerations for metal roof coatings can be confusing. There are also specific performance characteristics that span the variety of available finishes. For example, certain coatings labeled as “cool” utilize special pigments that reflect infrared radiation and UV rays. These cool coatings can help alleviate heat build-up and reduce air conditioning requirements. Here are the basics homeowners should keep in mind when it comes to selecting among the wide variety of metal roof coatings available on the market:

Painted Finishes for Metal Roofs

Modern high-performance metal roofing paints not only protect the roof but also substantially increase the energy efficiency and longevity of a roof. In addition, high-performance paint systems offer a wide range of different looks and colors to satisfy homeowners’ aesthetic desire. Quality metal roofs come with a baked-on factory finish, which also makes maintenance a snap. Most manufacturers recommend simply rinsing them with a hose and at most, using a solution of gentle soap and water to clean them. High-performance metal roofing paint systems can provide a durable finish with improved gloss retention, superior weather resistance and reduced color fading. These paint systems should be applied to a metal substrate at 0.2-0.3 mil

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thick prime coat and 0.7-1.2 mil thick topcoat. Sophisticated paint systems also can help homeowners achieve a particular look. For example, quality paint finishes that closely mimic the multi-toned appearance of natural stone such as slate deliver beautiful style while offering the strength and lightweight benefits of steel.

Stone-Coated/Granular Metal Roofs

For homeowners who love the look of traditional shingled roofing materials, yet want the long-lasting performance of metal, stone-coated metal roofs are an excellent choice. Starting with a base layer of metal (typically steel), the specially-primed roofing panels are first coated with an acrylic polymer adhesive and then the granular stone coating is applied, bonding the two. Finally, a clear coat sealer is applied over the top for extra protection. This type of finish offers homeowners all the benefits of metal roofing, in addition to great curb appeal for their home. Stone-coated metal roofs also can be a solution for homeowners who live in areas where homeowner associations may not allow for standing seam painted metal roofing styles. Because stone-coated metal roofs mimic traditional shingles so closely, they can fit within certain neighborhood design requirements while offering far better protection and performance as compared to asphalt. “As represented by our manufacturer members, homeowners have plenty of industry-leading options for quality metal roofing coatings to select from,” said Renee Ramey, MRA executive director. “From outstanding curb appeal to long-term performance, there’s no doubt that choosing the right finish for your metal roof can make a world of difference for your home.” Building-Products.com

COMPETITIVE Intelligence

By Carla Waldemar

Ben’s M.O.

MICHIGAN DEALER takes its role as small-town supplier seriously and will expand into products the locals need—just as it did 20 years ago with LBM.

pen a map of Michigan, which looks like a mitten. Look harder and, nestled in the thumb, you’ll spot Marlette, pop. 8,000. It’s an agricultural community, where Ben’s Contractor Center serves as one-stop shopping for whatever’s going up— pole barns to new housing, add-ons to remodels—as it’s been doing since 1964. That’s the year when namesake Ben, a butcher in a grocery store, purchased the hardware store next door, which sold guns and convenience lumber, recounts his grandson, Jimmy Zyrowski, today’s owner. “We added building materials in the early 2000s— a big decision,” Jimmy testifies. “This is a small, rural community and there wasn’t a local source. People needed it. When my grandfather

purchased the store, it sold guns. The community and the culture supported that, so it [sporting goods] continues to be a big part of what we are today. We sell guns and ammunition and supplies for archery, hunting, fishing and camping. Clothing. Lots of outdoor stuff. And sporting goods. “It helps draw people, and also our contactor base. Pleasing the pros is built into the outfit’s DNA. “Our big thing,” Jimmy continues, “is asking what they want—then saying ‘yes’ and making it happen: moving from ‘yes’ to making things go smoothly for them. It’s not easy,” he knows all too well, “but it’s good for them: Figure out the problem of the day, find different avenues. Think outside the box.” Nonetheless, “the last two years

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were unlike anything we’d ever dreamed of—disrupted in everything from pick-up to buying. But, by being more creative than the next guy, you make it happen. Because of our location, we take care of everybody. Business is pretty evenly divided between walk-ins and contractors, so we carry a diverse mix to make that sustainable.” Sure, Ben’s is the only buildingsupply act in town, but other nearby towns ensure lively competition. “We’re surrounded by the big boxes; we’ve got ’em all. It only makes us work harder to make things happen, to take charge of individual customers’ needs.” In order to earn repeat business, “we can’t leave problems unresolved. In a small community, everybody knows everybody”—and everybody talks. And that’s actually Ben’s best marketing tool; referrals come by word of mouth. Of course, there’s also a website, “which we’ll improve in the future: See in which direction to go,” says Jimmy, who loves his job and links his own future (and perhaps that of his three kids) to the company’s continued success. Jimmy started in early. “Like anybody in a family business, you’re signed on before you’re born,” he jokes. “My first job here was mowing grass.” His job, ever since, has been marshaling Ben’s expansions. “We purchased the new location in 2012 when the owner of an existing yard was ready to retire. It was bigger, and strictly a lumberyard. It took us to the next level: more room, more trucks, more warehouses. “But pretty soon we were pushing Building-Products.com

the walls again,” he recalls. “As we grew bigger, once again we needed more product, more trucks, more forklifts, more inventory.” So it was time to grow—again. Ben’s grew its robust sporting department with a 13,000 sq. ft. expansion in 2020, adding badlyneeded retail space. “We completed it in fall—just in time,” he laughs (or was that a groan?), “to do it all over again. This year we added yetanother 18,000 sq. ft. to extend all our categories—hardware, lumber, clothing.” Adding more square feet and more products to fill them required more employees, too. Currently Jimmy oversees a staff of 77. Turnover is low, but a number of retirements is looming. “Finding new staff members is certainly a challenge. Many of our people already are commuting pretty long distances to work here,” Ben’s owner realizes. Still, these employees continue to deliver first-class service, including “the fast and efficient, same-day delivery we pride ourselves on,” says Jimmy. “We also hold an annual sporting goods event, with vendors displaying product, demos and special sales. Plus a spring event that’s family-oriented—rock wall, sporting goods, and such.” Altogether these growth tactics have helped Ben’s LBM category’s success, which posted an enviable 543% increase last year. What drove it? “A little bit of everything,” he figures. “Our staff and our inventory. Plus, we stayed open during COVID. In our customers’ eyes not a lot changed, except we got bigger and better. It was definitely the most challenging time we’ve ever seen, when it comes to finding product and people: a lot of unknowns with COVID. How’s it going to hold up? We’re waiting for the carpet to be pulled out,” he laughs (at least, I think it was a laugh). Finding supply is this season’s biggest headache. “It’s all about relationships, what product you get and how much of it. This is NOT the time to switch vendors!” Margins, he allows, are up and down. “Some days really good, then the next day you’re looking at a price drop and losing money.” So, what does the future hold? “In January we’re doing a hardware re-set. In our new building, we’re Building-Products.com

incorporating a second entrance by the new parking lot. But in the big picture, we’ve all got to get the manufacturing side straightened out. Customers are getting burned out with long lead times, etc. It’s taking a toll. What used to take three days, now you call to check if they’re even making it. We’ve never had to work so hard: increasing our purchasing department, babysitting orders, double-checking everything, doing everything possible.” Right. So, why do you hang in there, Jimmy? Why do you still love what you’re doing? “It’s exciting

when a team of people share some idea to make our customers succeed. When they come up with ideas, it’s like, ‘Why haven’t we done this a long time ago?’ There’s input: Everybody brings a different perspective. It’s important to hear from customers, too: Get everybody involved.” Bottom line: “The buck stops with me. If there’s a problem, it ends up on my desk”—which guarantees that boredom is a foreign concept here, and that’s just the way Jimmy likes it. – Carla Waldemar is a Minnesotabased writer (cwaldemar@comcast.net).

One. Stop. Shop.

Scan for the full story and video

Storing millwork can be tough. Size variation, custom orders, temperature sensitivity—all can add to the challenges suppliers face as they seek efficient onsite storage solutions. That’s why Greg Zuern decided to try something completely different. Together with CT Darnell and Sunbelt Rack, Zuern Building Products consolidated all their millwork into one reimagined building for maximum efficiency. The results speak for themselves. Thanks to this change, they saw: 50% faster pick times $8MM more in deliveries with fewer trucks and drivers Maximized inventory efficiency and increased SKU count by over 15%

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12/7/21 8:32 AM

OLSEN on Sales

By James Olsen

Confident and caring trying to get to the point makes buyers uneasy. • Verbal tics—double words, (“good, good,” “okay, okay”), um, uhs, ya knows, likes.

How to Project Caring

hat is the demeanor of the Master Seller? If we ask 100 salespeople what kind of seller they are, 99.9% will respond, “I am a relationship seller,” but 80% of them won’t know what kind of relationship they are attempting to develop with their customers or how to do it. Many sellers try to be as agreeable as possible and hope the customer likes them best. Others are only interested in getting the order. On the surface it appears that the first strategy is the best, but both strategies are flawed and lead to poor treatment by customers and poor results for the salespeople who employ them. Obsequious sellers send the message they are not experts. This cloying approach puts off buyers because it’s obvious they aren’t being sincere. They are just boot lickers hoping for the best. Do some buyers want a master/servant relationship with salespeople? Yes. But they are a small percentage of the total and are not the strongest buyers. Great buyers want strong, confident money-making partner relationships with the salespeople they work with. “If two people agree on everything, one of them isn’t necessary,” observed Churchill. Great buyers feel the same way. The best approach is a mix of confidence and caring.

How to Project Confidence

The Master Seller is prepared for all questions and objections they will face on every call. They anticipate their customers’ needs and trepidations before they make the call so they can stay calm, cool, and clear-headed. Confidence: •Speak in the calm lower register. We all have an upper and lower register—no need to fake or force it. • Use clear, easy to understand, declarative sentences. • Smile—whether live or on the phone. Act like we are enjoying ourselves. • Humor. A little levity here and there shows confidence. • Positively Assumptive. Master Sellers project the attitude of the possible. • Ask for the order in a natural, relaxed way. Opposite of Confident: • Interruptions. • Beat-around-the-bush-itis. Adding extra words while

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Journeyman salespeople listen to the Master Seller and ask, “How do they get away with that? I could never talk to my customers like that.” The reason the Master Seller can speak to their customers with some push-back is because their customers know they are coming from a place of caring, not need or greed. Caring: • Work harder for the customer. It is hard to say no to a salesperson who is outworking the competition. The Master Seller knows that one of the best ways to stand out—and show we care, is to bring more value. • On missed orders instead of saying, “Well what are you buying?” the Master Seller gets curious about the order they just missed asking probing questions before moving on to the next item to offer. • The Follow-Up Question. When the customer is talking most sellers are thinking about what they are going to say – because they are winging it, thinking on the fly. The Master Seller already knows what they are going to say, so while the customer is talking they are thinking about an interested and interesting follow-up question. This creates conversational flow and rapport. Non-Caring • Lazy, non-value, boring sales calls. “Whaddya need today?” insults buyers and reeks of laziness and non-caring. • Offering one item only. • When the customer says no, immediately asking, “Well, what are you buying?” instead of drilling down and asking about the product we offered to set up the next call. • Never asking or following up on personal questions. Seller: “What did you do this weekend?” Buyer: “Spent some time with my family.” Seller: “Great. Anyway, I’ve got a deal on...” • Not asking for the order. Not asking for the business sends the message we don’t want it. A mix of confidence and caring creates trusting partnership relationships that are profitable for buyer and seller. James Olsen Reality Sales Training (503) 544-3572 james@realitysalestraining.com Building-Products.com

Canadian Softwood Duty to Double

The U.S. Commerce Department has increased antidumping and countervailing duties on Canadian softwood lumber imports, implementing tariffs of 17.99%—more than double the 8.99% rate of the prior administration. The National Lumber & Building Material Dealers Association said it “strongly condemns the decision by the U.S. Department of Commerce to double tariffs on Canadian softwood lumber imports and calls on the Biden Administration to reverse this unnecessary action,” said Jonathan Paine, NLBMDA president and CEO. “As the economy continues to grapple with crippling supply chain disruptions and price volatility, now is the wrong time to impose a new tax on American consumers and small businesses through additional tariffs. These tariffs will only exacerbate the nation’s affordable housing shortage and amplify existing challenges facing lumber and building material dealers. “NLBMDA strongly urges the Biden Administration to pursue a permanent trade agreement with Canada that eliminates tariffs and brings long-term stability to the supply and pricing of softwood lumber.”

Redwood Empire Lands in Texas

On Dec. 1, Redwood Empire and its Pacific States Industries division started up a new distribution and value-added facility in Houston, Tx. Formerly operating as a bulk distribution center for Home Depot, the 20-acre site is situated near the Port of Houston, with nearly 200,000 sq. ft. of covered storage and two rail spurs capable of spotting six cars. It will operate as a Redwood Empire Distribution and value-added facility focused on domestic and imported softwood and hardwood with an emphasis on redwood, North American cedar, and sugi. Redwood Empire began importing lumber from South America and Asia in 2001 and has been at the forefront of popular species such as ipé and sugi lumber and fencing, becoming one of if not the largest importer and distributor of the species today. Sales for the location will be handled out of Redwood Empire’s West Coast sales office. Redwood Empire is owned by the Burch family from California. Operations include a redwood lumber sawmill; redwood fence, post and rail mill; value-added operations; treating plant; and distribution centers in Northern California, all supported by family-owned timberlands.

U-C Coatings Adds Repair Products

U-C Coatings, Buffalo, N.Y., has acquired Abatron, Inc., Kenosha, Wi, manufacturer of LiquidWood and WoodEpox wood restorers and Abocrete and Aboweld concrete repair products. “Abatron is a great addition to U-C Coatings that will expand our specialty offerings, especially to the contractor and DIY markets. The acquisition continues our emphasis on environmentally friendly, high performance products,” said Eric Degenfelder, CEO of U-C Coatings. Operations will continue in Buffalo, Kenosha, Seattle and Portland, Or.

Orgill Hits Million Item Milestone

During the fourth quarter of 2021, Orgill reached a significant milestone in its efforts to help independent retailers enhance their eCommerce capabilities as the number of individual items within its shareable product information database grew to more than one million. “Nearly a decade ago, we realized that independent reBuilding-Products.com

tailers would need access to all of the product data, images and information for the products they carry in order to populate their eCommerce engines. And, if they were going to properly represent their store brands, this would also include products that Orgill may not supply,” says Boyden Moore, president and CEO. “Today, with the help of our customers and industry partners, the enriched product data that we make available to our customers has grown to exceed 1 million unique items and continues to grow.” To make this amount of data easily accessible to retailers who subscribe to the service, Orgill houses the information in what is called a Product Information Management (PIM) system. At its core, the Orgill Industry PIM is a database of enriched product data that its customers can use to populate their eCommerce websites, point-of-sale (POS) systems or in a variety of other functions, including for products not stocked in Orgill warehouses.

Ace Unveils New Turnkey Franchise Model in Mexico

As Ace Hardware continues to grow globally, Ace Hardware International Holdings, Ltd., a subsidiary of Ace Hardware Corp., has opened its first store in Monterrey, Mexico, with plans to open 13 additional stores by the end of 2022. The store is the first under Ace’s new turnkey franchise model announced in 2020. Ace now operates in approximately 70 countries and has opened more than 900 stores globally in the past five years. With 15 employees, the new Ace Hardware store occupies more than 14,000 sq. ft., with 2,000 sq. ft. dedicated as a showroom featuring decorative tile, plumbing fixtures and bath accessories. “We are excited with the grand opening of our first Ace Hardware in Mexico. It is the first of many stores we plan to open,” said Miguel Brunell, franchisee. “Our team is committed to delivering on Ace’s brand promise of knowledgeable and helpful service, a wide assortment of quality products, and a convenient shopping experience.” “Mexico is a growing market, particularly for home improvement,” added Macedonio Garza, Ace Mexico Country manager. “With the demand for home repair, maintenance and improvement products on the rise, this is the perfect opportunity to introduce Ace Hardware, a convenient and helpful hardware store model, to serve our neighbors in Mexico.” Ace franchisees in Mexico benefit from a turnkey business model and a trusted brand with nearly 100 years of renowned service. In addition, Ace International has a staff of 27 at its office in Monterrey to guide and support franchisees. The franchise program in Mexico offers a variety of flexible store formats ranging from 300 square meters to 3,000 square meters and offers both Mexican and global brands. January 2022

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TRANSFORMING Teams

By Susan Palé

Surviving the Great Resignation For example, entry-level pay has increased 15%-20% in many locations, and you may have needed to hire at those increased rates. That means some of your longer service employees may require larger salary increases. Across the board year-end increases don’t work well when compensation for certain groups is this volatile. Now is the time to look at other pay increase models, such as equity increases, bonus payments vs. base salary increases, and special incentive programs. A recent Business Insider survey reported that 54% of Americans live paycheck to paycheck. While advancement opportunities, good supervision, and work-life balance are important to many workers, so is salary. Make sure your compensation is and remains competitive. ou’re probably sick of hearing about The Great Resignation, but listen up! Not only isn’t it going away, it is gaining momentum. Consider the following statistics from the U.S. Department of Labor: ● 3% of the total U.S. workforce left their jobs in September. That is an astonishingly high number. ● As of November 5, there were 11.2 million job openings in the U.S. That is also a record. ● Education and health services lost more than 50,000 workers in September. Remember that these are essential workers. ● 300,000 women left the workforce in September. These are jaw-dropping statistics. For employers who want to recruit, retain, and expand in 2022, the challenges are daunting. There are some actions you should take now to help prepare for the bumpy road ahead that will be 2022.

1. Review Paid Salaries

If you typically award year-end salary increases, now is the time to determine whether you’ll award them and the amounts necessary to maintain both external competitiveness and internal equity. The challenge is that sometimes external competitiveness and internal equity are at odds.

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2. Review Those Bonus and Incentive Plans Too

End of the year was the time to determine whether you paid 2021 bonuses and incentives. If you are a home improvement retailer or sell to a home improvement retailer, chances are you had a good 2021. If, on the other hand, you’re a brick-and-mortar department store, 2021 probably wasn’t your best year. The wild economic fluctuations of the last two years make planning difficult but more important than ever. Here are some questions to ask yourself as you begin to set bonus and incentive goals and measures for 2022: ● What are the objectives for your plans? Do they complement the organization’s business strategy? ● How will you pay for these plans? ● Do individual goals support business strategy? Do you need to establish new goals/revise existing goals as you develop new products, enter new markets, etc.? ● Are your performance measures appropriate? Have you included non-financial metrics such as customer satisfaction, resource utilization, people and project management where appropriate? ● Do employees understand the plans and what they must do to be successful? Building-Products.com

Q. Our employees have worked really hard this year and

we wanted to acknowledge it with a year-end bonus? Would this create any issues for us if we do not do it again?

A. It’s wonderful that you are acknowledging the role your employees played in this year’s success—we love to hear it! You can always make a one-time decision based on current circumstances. We recommend explaining that to your employees up front so they do not have the expectation of receiving this bonus each year going forward. As a one-time occurrence, this bonus should be able to be classified as a discretionary bonus, meaning there is no expectation on behalf of the employees to receive it and they did not have to meet certain criteria (like sales numbers) to get it. A discretionary bonus does not need to be calculated into compensation rate for overtime purposes whereas non-discretionary bonuses do. It may or may not be taxable so be sure to check with your accountant or payroll provider.

3. Get Ready for More–and More–Legislative Changes

We’ve been noticing for quite some time that state legislatures and municipalities have enacted all types of legislation that impacts employee compensation. The list below is just a sampling of changes scheduled for 2022: ● Illinois HB-1207 prohibits employers from seeking an applicant’s salary history but allows employers to provide compensation information about the position applied for ● California AB-701 requires warehouse distribution center employers to provide written descriptions of quotas at time of hire. ● District of Columbia B-285 amends the Universal Paid Leave Act to increase the amount of paid leave to six weeks of medical leave and two weeks of parental leave per year. ● Several bills in different areas of North Carolina prohibit discrimination in employment on the basis of protected class. The definition of protected class is amended to include gender identity, gender expression, sexual orientation, and natural hairstyle. This is particularly important if you do business in multiple locations. And don’t forget that 26 states also have minimum wage increases scheduled for 2022. The Affinity HR Support Plan is a great tool that not only tracks the legislative changes happening in the states where you do business but also provides next steps for how to stay compliant.

4. Do a Deep Dive into Employee Retention

Most likely you’ve had some employees leave during 2021, and you’ve probably collected some basic exit interview information. Have you looked closely at the information you’ve collected to determine if there are patterns or reasons for leaving? According to a 2021 survey by NerdWallet, the top five reasons employees left their jobs this year were: ● Lack of respect or trust ● Low pay ● Poor company culture ● Overwork and underappreciation ● Bad management and supervision

Building-Products.com

Recently a large manufacturing client that had been experiencing high turnover took a closer look at their turnover statistics and discovered that most of the employees who left had worked in two workgroups. Further analysis revealed that the first-line supervisors in these workgroups were new and pretty much untrained. These supervisors are now receiving additional training and are working closely with their managers and more experienced peers to help reduce turnover in their areas.

5. Plan Your Year-End Compensation Communications Now We hope 2021 was a successful year for your business, and that you have good news to communicate to employees. Regardless of what the news is, there are some things that are critical to communicate: ● Legislative changes and how they will impact employee paychecks ● Plans for year-end base salary increases and incentive and bonus plan payouts ● 2022 planned changes to base salaries, incentive and bonus plans, and related compensation policies and procedures

Susan Palé, CCP Vice President of Compensation, Affinity HR Group contact@affinityhrgroup.com

888-807-2580 Bend, OR

www.pelicanbayfp.com DISTRIBUTION LOCATIONS Colton / Fontana / Modesto / Salinas / Stockton, CA PRODUCTS & SERVICES Framing Lumber / Pallet Stock / Industrial Lumber / Softwoods Hardwoods / Cedar / Fencing / Decking / Redwood Custom Cut Stock / Treated Lumber / Tile Battens 3-Hole & Slotted Vents / Custom Cutting / Remanufacturing Heat Treating / Fire & CCA Treating

“Focused on the future with respect for tradition” January 2022

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84 Lumber Enters Idaho

84 Lumber Co. has opened its first lumberyard in Idaho—a 33,000-sq. ft. facility in Meridian, Id., that includes 8,000 sq. ft. of showroom and office space. The new store, which serves the greater Boise area, currently employs 15 associates with plans to expand in 2022. “This is 84 Lumber’s first location in the state of Idaho, and we are excited to be a part of Boise’s growth and development,” said Chris Olmstead, 84 Lumber Boise general manager. “We have already been connecting with builders in the area and look forward to expanding our relationships and becoming part of the growing community.”

Hale Lumber Closing After Three Quarters of a Century

Hale Lumber Co.—a family-owned mainstay in Morgan Hill, Ca., since 1945—close last month to make way for a residential development. Co-owners Bob Traurig and Rob Hammond said they were given until the middle of December to move everything off site.

Spokane Dealer Adding Store

Aman Sood, owner of Colville Builders Shopping Center, Colville, Wa., and Kettle Falls True Value, Kettle Falls, Wa., will build a huge new hardware and building supply store in the Airway Heights neighborhood of Spokane, Wa. He is leasing eight acres from the Kalispel Tribe. Estimated to cost more

than $6 million, the operation will feature a full-service hardware store, drive-thru lumberyard, expanded fencing and ranch selection with metal and pole building kits, and lawn, garden and pet supplies. Called Builders Supply & Home Center, the store will employ 65 to 70 people when it opens near the end of 2022, with room for expansion over “the next couple of years.”

Seattle Yards to Join Forces

Alki Lumber & Hardware, West Seattle, Wa., has been acquired by Marine Lumber, South Park (Seattle), Wa., and will relocate its operations to South Park. Alki owners the Sweeney family decided two years ago to relocate from its West Seattle Triangle site to accommodate redevelopment. During their search for a new site, they settled on South Park; a short time later they were approached by Marine Lumber about combining their operations. The move is not imminent, so for now Alki Lumber will continue operating at its current location, with the same staff, under the same name, until it’s time to vacate. Both Alki Lumber and Marine Lumber trace their roots to the 1920s.

Canfor Buying Millar Western

Canfor Corp., Vancouve, B.C., has agreed to purchase Millar Western Forest Products Ltd.’s solid wood operations and associated tenure for $420 million, including $56 million in working capital.

Rough TiMbeRs uTiliTy Poles

Borates CA-C

Above + Ground Contact

PRessuRe TReaTed luMbeR FiRe ReTaRdanT TReaTed luMbeR and PlyWood

Call the experts: • Robert Moore • Jim Winward

Utah Wood Preserving Co. 1959 soUth 1100 West Woods Cross, Utah Phone - Woods Cross: (801) 295-9449 FaX (801) 295-9440 Phone - salt lake (801) 262-6428 FaX (801) 748-0037

n The Merchant Magazine n January 2022

Millar Western’s solid wood operations, located in Alberta, Canada, will add 630 million bd. ft. of production capacity and have access to a globally competitive, high-quality timber supply. The assets consist of three well-capitalized operations including two sawmill complexes in Whitecourt and Fox Creek and the high-value, specialty Spruceland Millworks facility in Acheson that is dedicated to serving strategic markets and generates higher, more stable returns. The transaction is expected to close in the first quarter of 2022.

NEWS Briefs Alamo Hardware & Garden, Ace

Alamo, Ca., opened a new Hardware store in Dublin, Ca.

Home Depot is eyeing a new railserved logistics center in Goodyear, Az. CertainTeed will invest $32 million to boost capacity at its insulation plant in Chowchilla, Ca. The expansion should be completed late this year. Epicor BisTrack now integrates with Geotab fleet management solutions, Buildxact estimating and construction management platform, and the new Epicor Enterprise Content Management (ECM) module. Teal Jones Group , Surrey, B.C., is considering building a new $110.5-million sawmill in Bossier Parish, La. California Building Products , Fresno, Ca., has been acquired by TopBuild Corp ., Daytona Beach, Fl.

Sakrete, Atlanta, Ga., is rolling out a redesigned website as it celebrates its 85th anniversary. L.J. Smith Stair Systems, Bowerston, Oh., launched an upgraded website at www.LJSmith.com. Hills Flat Lumber , Grass Valley, Ca., just completed its 100th year in business. Cambria Hardware, Cambria, Ca., was celebrated as 2021 Business of the Year by the local Chamber of Commerce. Building-Products.com

Building-Products.com

January 2022

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MOVERS & Shakers

Tom Barclay has been promoted to chief sales officer at Ganahl Lumber Co., Anaheim, Ca. Barrett Burt succeeds him as general mgr. in Torrance, Ca. Mike Shumaker replaces Burt as GM in Anaheim. Steve Schroeder succeeds Shumaker as GM in Costa Mesa, Ca., and John Lopez was promoted from contractor sales mgr. in Anaheim to succeed Schroeder as GM in Laguna Beach.

Jim Miller has retired as president and CEO of Screw Products Inc., Gig Harbor, Wa. He founded the company in his garage in 1999 with one box of screws.

Bill Holt, ex-Jeld-Wen, has been n a m e d c o r p o r a t e s a l e s m g r. for OrePac Building Products, Wilsonville, Or. Dylan Kennish was promoted to door product mgr., and Tony Rodriguez is new to outside sales.

Sharon Ott was promoted to president of Klupenger Lumber Co., Portland, O r. , s u c c e e d i n g T h o m a s R . Walker, who is now chief executive officer.

Shirley Franklin, ex-FoxworthGalbraith, has joined TAL Holdings, Vancouver, Wa., as North Central Washington regional general mgr. Jon Potter has joined Structurlam Mass Timber Corp., Penticton, B.C., as Seattle, Wa.-based mass timber specialist for the Pacific Northwest.

Robbyn Enriquez, ex-Belmont Plywood & Door, is new to sales at Golden State Lumber, Brisbane, Ca. Javan Plunkett has been named general mgr. at Honsador Lumber, Honolulu, Hi.

Maddy Emmer has become the fourth daughter of Jamie Emmer to join him at Lumber Marketing Services, Hope, Id. Last fall, she married LMS’s Tanner French. Alexander Guerrero, ex-ABC Supply, has moved to SRS Distribution, as territory mgr. for San Diego, Ca. Katie Schall, Coast Building Products, Santa Clara, Ca., has been promoted to division mgr.

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Garrett McLaughlin is now Stevenson Ranch, Ca.-based territory mgr. for Ace Hardware Corp. Annalee Drury, formerly with California Trusframe, has been named general mgr. at Builders FirstSource, Perris, Ca. Patrick Keyes is a new account mgr. with Arrow Building Supply, Anaheim, Ca. Clark Woolf has joined Hayward Lumber, San Luis Obispo, Ca., in hardware sales. Matthew Ford is new to inside sales at ABC Supply, Rocklin, Ca. Jose A. Bayardo has been appointed to the board of directors at LP Building Solutions, Nashville, Tn. Tim Milroy has been promoted to senior director of sales-roof insulation for Atlas Roofing Corp., Atlanta, Ga. Richard Owens is now director of national accountsroof insulation; Craig Woodson, director of national accounts-wall insulation; Kyle Rowe, Midwest regional mgr.; and Jenny Sansone, West regional mgr.

Building-Products.com

Brett Hammers, executive VP of sales & purchasing, is retiring from day-to-day management a f t e r 2 0 y e a r s w i t h O rg i l l , Collierville, Tn. Jeff Curler is now executive VP of purchasing; David Mobley, executive VP of sales. Todd Nowels,VP – dealer sales Southeast; Lisa Pirtle, VP – replenishment & vendor support; Alan Shore, director – seasonal merchandise; Heath Kennedy, director – hardlines merchandise; Jodi Fontana, senior VP – accounting/controller; and Tom Liddy, VP – safety & fleet services. Retiring are Charlie Epperson, VP of labor relations & benefits; Jeff Thomas, director of corporate group sales; and Everett Clark, senior VP of credit. Summer Loveland has been appointed chief financial officer for Nation’s Best, Fort Worth, Tx. Sean McLaren was promoted to chief operating officer for West Fraser Timber Co., Vancouver, B.C. Kevin Burke is now senior VP-wood products; Keith Carter, s e n i o r V P - We s t e r n C a n a d a ; and Alan McMeekin, senior VP-Europe.

Building-Products.com

David Graham has been appointed president of Weyerhaeuser Co. Ltd., the wholly owned Canadian subsidiary of Weyerhaeuser Co., Seattle, Wa., succeeding Fred Dzida, who is retiring in March after more than 40 years of outstanding service with the company.

Matt Wilcox, ex-Quality Truss, is the new plant mgr. at Trus Way, Phoenix, Or.

Emily Vella, Atlantic Plywood, Wo b u r n , M a . , w a s e l e c t e d president of the North American Building Material Distribution Association, succeeding Tom O’Neill, Wurth Group, Vernon Hills, Il. Joining them on the board are president-elect Matt Huber, Allegheny Plywood, Pittsburgh, Pa.; VP Don Plunkett, Plunkett Distributing, Fort Smith, Ar.; treasurer Wayne Moriarty, Atlantic Plywood; and directors Danny Bachman, Dixie Plywood; Lynn Hill, Compi Distributors; Rob Haines, Distributor Service; Steve Holinshead, Aetna Building Solutions; Erik Dedekam, Tafisa; Carl Gaynor, Axalta Coating Systems; Brian Joyce, Blum; Lorne Smith, Berenson Corp.; Tom Wardach, Roseburg; and Jeff Winters, Kessebohmer.

Anne L. Alonzo has been elected to the board of diretors at PotlatchDeltic Corp., Spokane, Wa.

Bill Finerty has been promoted to president and CEO of Toyota Material Handling, Columbus, Oh. He replaces Jeff Rufener, who has retired. Jaksa Pejnovic succeeds Finerty as VP of sales & marketing.

Eric Cremers, president and CEO, PotlatchDeltic, was elected chair of the American Wood Council board. Ricky Stanley, TR Miller Mill Co., is now 1st vice chair; Sean McLaren, West Fraser, 2nd vice chair; and Duane Vaagen, Vaagen Brothers Lumber Co., new director. Jason Spadaro, owner, Noble Forest Co., White Salmon, Wa., has been named executive director of the Washington Forest Protection Association. Austin Tashus has joined the design team at Mungus-Fungus Forest Products, Climax, Nv., according to owners Hugh Mungus and Freddy Fungus.

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DURING GROUP GRADE meetings, participants are given about an hour to determine the grade of 50 boards.

Sharpen your lumber grading skills at WWPA’s Group Grade meetings THE LUMBER INDUSTRY is seeing more and more skilled positions leave the work force. Whether that is by finding a new industry or retirement, it’s a known problem in the lumber mills today. As the addition of more scanner technology enters the lumber industry, mills are finding it increasingly difficult to keep the skills of human graders sharp and current. Western Wood Products Association (WWPA) assists member mills with lumber grading skill training programs from coaching graders to Group Grade Meetings. The Group Grade Meetings are held in a competitive format, with ample teaching on every board discussed. WWPA offers four grade meetings per year for member mills. Host mills are chosen that are centrally located to gain the most attendance reaching a wider audience. Also considered, is the product range available at the host mill to ensure that a variety of grade categories are covered during the meeting. The association draws 300 to 400 attendees at the four meetings combined. WWPA Lumber Inspectors lay out 50

boards to be the discussion/training points. The attendees are broken up into four categories: (1) Certified Grader division, (2) Grader Trainee division, (3) an open division that can include mill employees from all departments, and (4) QC Management Division. WWPA awards prizes to the four categories. The lumber for the meeting is graded from the grade rule book Western Lumber Grading Rules 2021. The National Grade Rule for framing lumber is also used heavily as it covers all dimension lumber including studs. Also covered are boards, timbers and factory lumber, which can all be found in the Western Lumber Grading Rules 2021. The chosen boards are laid out for each participant to turn the boards, measure any characteristics, and pull back the lumber for optimal viewing. Each participant will have around one hour to grade out the 50 boards to the appropriate grade. Once all participants have completed the 50 boards, the lumber is then gathered for presentation. WWPA staff then places each board in front of the audience. The grade rules from that

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particular category are discussed at length. After the rules are discussed, the participants are shown how to apply the rules and assign the appropriate grade to the lumber. Participants are encouraged to speak up about how they measured a characteristic or applied a rule to that particular board if they determined the piece was a different grade. The talking points involved really get the communication up between certified graders and noncertified graders alike. This form of grade meeting has proven very effective in teaching grade rules to the participants. They learn not only the grade rule, but how to identify certain grading characteristics, and how to apply those limitations to the grade. Group Grade Meetings are just one of the ways that WWPA adds value to membership. To learn more about becoming a WWPA member contact Pete Austin, Quality Standards director, at paustin@wwpa.org. MEDIA GROUP

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Hem-fir

A versatile lumber species combination HEM-FIR is is one of the most versatile species combinations for lumber available in the market. Comprised of western hemlock and five true firs, Hem-fir species grow intermingled in the western forests, from the Pacific Northwest and east into Idaho and Montana. The five true firs without western hemlock are often stamped and sold as white fir. Hem-Fir: California Red Fir, Grand Fir, Noble Fir, Pacific Silver Fir, White Fir and Western Hemlock White Fir: California Red Fir, Grand Fir, Noble Fir, Pacific Silver Fir, and White Fir The characteristics of the individual species in Hem-fir vary somewhat, but after manufacturing into lumber, the wood fibers are virtually indistinguishable from one another except under laboratory inspection. Hem-fir species are abundant in western forests—products are available in structural, appearance and remanufacturing grades. Hem-fir accounted for 23.8% of western lumber production in 2020, some 3.45 billion bd. ft. Structural framing products that are visually graded or mechanically sorted for strength and physical working properties (appearance is secondary, unless specified). Design values for the white fir species combination are the same as those assigned for Hem-fir, therefore, the framing spans for joists and rafters for white fir are the same as those for Hem-fir. Hem-fir framing products in the dimension lumber sizes (2” to 4” thick by 2” and wider) are the bulk of the Hem-fir lumber production, kiln-dried and shipped as KD or KDHT. Dry Hem-fir lumber performs well and widely available Hem-fir structural framing products include Machine Stress-Rated (MSR) lumber for components manufacturing and engineered applications, and structural-glued (end-jointed or fingerjointed) products which are recognized by all U.S. model building codes as interchangeable with solid-sawn lumber products of the same grade, species and intended end use. Since Hem-fir framing lumber products are nearly as strong as Douglas fir-Larch, they can meet many of the structural load-bearing and load-carrying requirements of residential, light commercial and heavy construction. Appearance products that are graded for aesthetic qualities in non-structural applications, ranging from the beautifully refined to the most utilitarian.

n The Merchant Magazine n January 2022

LUMBER SPECIES categorized in the Hem-fir grouping are among the most versatile the forest has to offer.

In the clear and nearly clear appearance grades, Hem-fir “Finish & Select” products are fine grained and even textured, lending formality to wood paneling, cabinets and trim. Paneling products in Hem-Fir are run-to-pattern from the exquisitely beautiful, clear and nearly-clear “Finish & Select” grades. Hem-fir accepts many types of finishes well, including enamels; however, a transparent or lightly-tinted finish is a classic choice. Limited volumes of knotty, board products are available in Hem-fir and these are graded primarily to the West Coast Lumber Inspection Bureau’s “Alternate Board” grade rules, and to some Building-Products.com

extent to WWPA’s rules for the “Common” grades. Lower-grade knotty products are useful for those utilitarian applications in construction where economy governs. Interior designers often like Hem-fir for two primary reasons: its color and natural resistance to darkening from exposure to light. While all wood darkens over time with exposure to sunlight, Hem-fir often remains true to its original, freshly-milled pastel color. Industrial products including a variety of structural and non-structural grades, of which the largest category for Hem-fir is “Factory & Shop” lumber intended for remanufacturing purposes. Hem-fir “Factory & Shop” grade products are remanufactured into handsome solid wood doors, louvers, shutters, moulding, case goods, furniture and more. For additional information on Hem-fir lumber products, visit the WWPA website at www.wwpa.org. MEDIA GROUP

DESIGNERS LOVE how Hem-fir retains its original, freshly-milled pastel color as it ages.

Building-Products.com

January 2022

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PRESCRIBED FIRES, such as the Forest Service initiated in November in near Mammoth Lakes, Ca., as well as thinning are proven strategies to prevent future wildfires, despite reluctance among local communities.

Treating western forests back to health By Crystal Young

AS TEMPERATURES BEGIN to signal winter, Forest Service districts are starting planned fire operations to clear low-lying tree debris that will reduce hazardous materials. While images of firelines snaking across valleys and consuming entire communities flooded the media this summer, voices joined in a chorus that “we must do something about this.” With an emphasis on “we” states, tribes and federal agencies began working across jurisdictional boundaries to address significant natural resource problems through formal Shared Stewardship agreements in 2019. To date, 47 states, three territories, the District of Columbia and one tribe are covered under memorandums of understanding to co-manage natural resources on a large scale. Among the management goals in many western states is using thinning and prescribed burning to prevent wildfire. How the management happens looks different as communities grow into the shared stewardship environment. With red flag conditions, severe ongoing drought, low humidity, and the potential for high wind conditions, more than 260 firefighters concentrated efforts on the southeast edge of the Mammoth Fire June 10, 2021. Early in the incident firefighters worked around untreated areas from a safe distance to contain

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torching 100+-ft. flames advancing toward Mammoth Village through brush and short grass understory, ponderosa pine, Douglas fir, spruce and aspen.

Forest Treatments Tame Flames Across the West Communities across the country are nervous to embrace prescribed fire and forest thinning as a strategy to prevent future fires. There are generations of stories about prescribed fires burning out of control and communities watching their forests being carried away on the back of a flatbed truck. In those areas, Forest Service crews have been working to reduce the risks in their boundaries beside agencies who cooperate with them when it is time to respond to fires. Residents of Mammoth Creek Village learned the value of that effort. Eleven years ago, fire prevention teams at the Dixie National Forest in southwestern Utah began thinning trees and burning debris piles at the mouth of Tommy Creek Canyon and a few other areas. The areas were broken by jurisdictional boundaries with private property and state and federal agencies. Blue pine treatment area impacted by the Brian’s Head Fire in June 2017, the photo on the right shows erosion in an adjacent Building-Products.com

area from the same time frame that was untreated when the fire passed through. This spring, fire conditions were strained enough to implement Stage 1 fire restrictions on forest lands. On June 5, lightning ignited a fire near the Mammoth Creek Village east of Cedar City. Bode Mecham, Cedar City Ranger District fire prevention technician, and a few interagency firefighters responded as part of the initial attack team. Most of the area hadn’t been treated yet and was still thick with 200 to 300 ponderosa pine trees per acre. Over the course of a few days, the fire climbed dangerously high to the top of the trees and burned toward the village threatening 280 homes, encroaching on the narrow fire break near Tommy Creek Canyon. With no way to safely manage the advance, Mecham shifted the bulk of his team from fire defense to help the Garfield County sheriff’s office evacuate homes and preparing to defend the first homes that would be impacted by the fire. As fire moved down the Tommy Creek drainage, Meacham’s task force leader reported that the fire encountered the decade old treatment area and the flames dropped rapidly from about 100 ft. tall to around 5 ft. Meacham said the dramatic change shifted his team back to fighting the fire. They were able to control it quickly, the entire 700-acre fire completely contained in about 11 days. More than three months after the Mammoth Fire the treated area on the right shows the resilience of forested areas following fires with intense flames that burn into treated areas. In addition to the health of the trees, regeneration of the area depends on how severely the soil was burned, the photo on the left shows an area that will likely take years to rebound. “When you look out there now, the area that was treated is the only area out there that is still green and growing,” said Mecham,

who has been a wildland firefighter for 22 years. “[The defensible space] was pretty crucial to this community allowing everyone time to get out as well as saving all the homes here.”

Shared Stewardship Enables POD Work The number of large fires in the last five years alone has states like Utah working to increase protection for residents. They are building critical community support by entering into Shared Stewardship Agreements that help partners identify and achieve common land management and protection goals. Trees burned in high intensity flames lie across the ground on the south end of the Smith Fire Sept. 4, 2021. Cooperating agencies stood by to protect homes in the area while crews used strategic fire operations as weather allowed to help contain 100+-ft. flames. In Oregon, partners used that common ground to develop potential operational delineations or PODS. POD lines don’t follow jurisdictional boundaries but follow roads, mountain ridges, fuel breaks and other land features firefighters can potentially use to

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January 2022

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COLORADO’S Chaffee County is getting buy-in from locals by tying forest health to improved living conditions and recreational opportunities.

help bring megafires down to fighting size. Dan Dallas is an incident commander with the Rocky Mountain Type 1 incident command team that served on the Devils Knob Complex on the Umpqua National Forest. The Devils Knob Complex started when a dry lightning storm touched off more than 40 fires that grew together into two major fire areas in southern Oregon. At 45,771 acres the Smith Fire is only 20% contained as it burns near Road 27 with a low intensity on September 15, 2021. Using POD strategies, three interagency crews worked to contain the fire using naturally occurring defense structures like roads and mountain ridges. At over 70,000 acres, Dallas said he used information in the electronic POD plans to better understand how to protect lives, a pair of Forest Service campgrounds, critical private timber industry and an experimental forest with 65 uninterrupted years of data. Dallas said the layers of information in each POD plan he reviewed changed what he knew about the constants of fire behavior. “Normally we could use a previous burn scar as a containment feature. What [we learned] is once an area previously burned by a fire gets one to two years old, it is no longer a containment feature and it will carry a fire,” Dallas said. “Because of long range spotting from dry conditions and unstable weather, things we used to be able to count on like ‘fire won’t go over the Continental Divide, fires won’t carry through aspen patches, old fire scars will

slow down a fire, all of those things have kind of gone out the window.” Dallas said the shared stewardship approach to how Oregon agencies are using the PODs between fire seasons connects the dots of fuels management on a scale that helps treatments be more effective at reducing the threat of catastrophic wildfire, but overall public support of thinning and prescribed fire is still a key piece that is missing.

Envisioning Wildfire Prevention Salida, Co., is in the heart of Chaffee County just over the mountain range from the Rio Grande National Forest where Dallas is the forest supervisor. It is surrounded on all sides by mountains with mixed conifer and spruce forests and the headwaters of the Arkansas River runs through it. “Open spaces are central to our soul as a community. We are all willing to struggle to live here, it is that important,” said Kim Marquis, Envision Chaffee County project and outreach coordinator. “A healthy forest is central to the community and always has been, but we weren’t sure if people understood the fire danger.” Chaffe County planners started developing a new master community action plan that addresses the special challenges that come with rapid community growth, building around the recreation industry. When the county first reached out to the community to find out what was most important to them, beetle killed trees were

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just beginning to emerge on the landscape, but a few impactful fires in the previous five years made them take closer notice of fire danger where they live. Some people in the community said they didn’t support thinning treatments because they thought the Forest Service just wanted to make money from the trees. Many were concerned about the safety of prescribed burning and uncertainty about whether treatments would make a difference. Nonetheless, about a fifth of the population responded that mitigating the risk to their homes was one of the top four issues the county should address in the master plan. The county began educating people about the risks. As the community watched the evergreen forest quickly fade to graying decay from aggressive insects, the danger became an uncomfortable reality in 2019. Lightening ignited the Decker Fire on the Rio Grande National Forest. It burned as a relatively benign fire close to the ground in a congressionally designated wilderness area for more than a month. The fire picked up intensity on a dry, windy day and grew far closer to the city’s edge than citizens were prepared to see. A tethered cut-to-length feller buncher descends the steep slopes thinning beetle killed trees near the Monarch Ski area on the Salida Ranger District of the Pike-San Isabel National Forests & Cimarron and Comanche National Grasslands Sept. 23, 2020. Thinning on steep slopes is a tactical challenge that significantly increase the cost of some thinning treatments but is necessary to help protect utility corridor infrastructure and economic resources in Chaffee County. The fire spotted onto the Pike-San Isabel National Forests & Cimarron and Comanche National Grasslands and stretched up to the crowns of the trees, consumed part of the Rainbow trail and crested Methodist Mountain on the Salida Ranger District as dozers plowed a fire line south of the Boot Hill neighborhood. While wilderness policy supported managing the fire in the wilderness area, tactics switched to full suppression once it was clear it would threaten the community. The fire was not fully out until the first snow fall of the year. Efforts to treat the forest district surrounding Salida faced many jurisdictional and tactical issues but a signed memorandum of understanding between the USDA and Colorado agencies in October 2019 ensured that when the county brought about 1500 citizens and 80 critical partners to the table, they would be feeding data into the broader picture beyond jurisdictions to protect the citizens of Chaffee County. Building-Products.com

After gathering data, the planners revealed that while there were already patchworks of treatments on state and federal lands, the community could reduce the risk to the most important assets by half through efforts of private landowners to mitigate their own land and contribute to the auspicious goal of treating more than 30,000 continuous acres of public and private land by 2030. Chaffee County worked with more than 1,500 citizens and 80 partners to develop this map and showed it to citizens of Chaffee County so they could see how their private efforts would contribute to the community’s goals. The map cross references subdivisions, businesses, recreational areas and more to demonstrate the areas where funds focused by Chaffee Common Grounds Planning will have the most positive impact and benefit for public safety. “The community is getting more clued in on the risk each summer and rather than being on their own, we created a program where if you are identified on this map, you can get a free property assessment and treatment plan which you need to get the money to get the property treated,” said Maquis. “Now a landowner can look at that map and understand where joint projects are going on and join other people in their subdivision and see how their efforts contribute.” The county passed a tax referendum to raise money to stand up the community programs that enabled landowners to participate which showed the depth of community support that attracted funding from organizations within and outside Colorado to bring that goal closer to reality. The community supported their program that allows people to bring their thinning materials to be chipped by investing over 2,000 hours preparing their own properties. Marquis estimates the overall community planning efforts that include investments in forest health have contributed more than $22 million in value to the economy. She said the most important thing to inspire the community is having a balance between setting big goals and people believing it can happen and the momentum is sustained by showing that stuff is getting done. While she believes the community is still very scared of the fire risk, they measure their success in program participation and neighborhoods that are working toward Firewise status. MEDIA GROUP

– Crystal Young Berlage is a public affairs specialist with the U.S. Forest Service.

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SCENIC SKAMANIA LODGE will host the return of Western Wood Products Association’s annual meeting.

WWPA plans 2022 annual meeting WESTERN WOOD Products Association’s 2022 annual meeting will be held May 2426 at Skamania Lodge in Stevenson, Wa. The WWPA meeting will run concurrently with the Softwood Lumber Board meeting at the lodge during these dates. WWPA members are cordially invited to attend some of the SLB functions, including a reception and speaker session. Overlooking the Columbia River and located in the Gorge National Scenic Area, Skamania Lodge hosts an onsite spa, 18hole golf course, and hiking and bicycle trails. Guests are only moments away from a variety of area attractions, including various waterfalls, whitewater rafting, boat cruises and more. The WWPA event begins Tuesday May 24 at 6:00 p.m. with the Welcome Reception & Exchange Show. This meet and greet has been a popular introductory rendezvous for members and a great networking opportunity for associate members wanting to exhibit their products and services. The event continues Wednesday May 25 with breakfast at 7:00 a.m., followed by the Quality Standards/Technical Services Committee Meeting at 9:00 a.m. The

afternoon includes the WWPA Industry Luncheon and Awards Program, featuring the prestigious Master Lumberman Award. The Master Lumberman Award recognizes outstanding lumber grading and quality control professionals who have contributed to their companies and the Western lumber industry. Candidates must be nominated by his or her company, be a WWPA Certified Grader for at least 20 years, have extensive experience in all levels of lumber manufacturing and hold supervisory responsibilities within their company. Out of the thousands of industry employees working at Western mills, only a select few have achieved Master Lumberman status. Since the program began in 1968, only 427 quality control professionals have received the coveted honor. WWPA members are also invited to attend the Wednesday May 25 reception and dinner hosted by the Softwood Lumber Board. The meeting will conclude Thursday May 26 with the Board of Directors meeting and Speaker Session. In 2021, COVID-19 restrictions prevented WWPA from holding its annual meeting where members and associates could

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gather. As an alternative, WWPA used the Zoom Meetings service to conduct meeting business. The virtual experience worked under COVID-19 conditions, but it is no replacement for the onsite in-person experience. WWPA president Ray Barbee gave his thoughts on attending meeting events since COVID restrictions have been lifted: “I attended the NAWLA Traders Market in Louisville, Ky., where attendance was good. I thought that was a very positive sign since it had been a virtual meeting in 2020. “The significant differences between virtual and in person meetings are the ability to personally connect with the party with whom you are talking. Establishing rapport is important. It’s equally important to be able to gauge responses to issues of discussion for all parties. “At our annual meeting in 2022, catching up with individual members is something I really look forward to.” For information on registration and hotel accommodations for the WWPA annual meeting, visit the WWPA website at www. wwpa.org/about-wwpa/annual-meeting or email WWPA at info@wwpa.org. MEDIA GROUP

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Among numerous product additions, Deckorators’ Voyage composite decking is now available in Sedona, a warm brown earthtone inspired by the desert landscape and redrock buttes of the western U.S. Voyage 11-1/4” Step Treads now come in Tundra and Khaya, 3-1/2” Picture Frame Board in Dark Slate, Low Voltage Recessed Lighting in black or white trim, and ADA-compliant Aluminum Secondary Handrail in Bronze. n DECKORATORS.COM (800) 556-8449

Magnetic Barriers

Knipex Tools’ new CutiX universal snap knife features an innovative stabilization bar that keeps the blade from bending for quicker cutting. The extendable stabilization bar can be engaged or retracted based on application, allowing users to apply more pressure directly on the blade. The tool also has a hardened steel pin to secure the blade. Constructed with a lightweight magnesium housing, the CutiX has non-slip gripping surfaces and two separate sliders—one for the blade and one for the stabilization bar.

ZipWall has introduced its most versatile door kit, the ZipDoor Magnetic Door. The system can be used for sealing a doorway or creating a self-closing entry in a plastic barrier. It is quick and easy to set up with ZipWall double-sided tape, specially designed not to damage the doorframe. Powerful magnets ensure the door maintains a tight seal while providing easy access. Ideal for both residential and commercial, the magnetic door panel is flame retardant and fully reusable. It comes in a sturdy, reusable box and contains one self-closing magnetic door panel, three rolls of 1”x24’ double-sided tape for four installations, and a special ZipWall plastic sheeting cutter.

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Building-Products.com

A Bit Longer The new Crescent Vortex Bit Holder extends the life of any 1/4” hex shank bit by 500 times when using an impact driver. The bit’s exclusive Dual Impact Zone absorbs the shock of repeated, heavy usage in impact applications while still delivering maximum torque from the impact driver—making it ideal for jobs like decking, fencing, subflooring, metal framing, and metal roofing. The holder is available as a single item and is included in eight Vortex Bit sets ranging up to 55 pieces. n CRESCENTTOOL.COM (919) 362-1670

Variations in PVC As builders, distributors and homeowners rediscover the warm appeal of wood-look porch ceilings, soffits and accent walls, Versatex continues to expand its Canvas Series palette of realistic colors and textures, all brought to life in maintenance-free PVC. Added are three new matte-finish Canvas Series products— Natural Amber (warm and light with a slight contrast and attractive

grain), Driftwood (light, neutral tan with a deeper grain texture), and Copper (saturated medium brown with a moderate woodgrain texture and a subtle contrast). All variations have weather-resistant exterior-grade laminates, permanently bonded to a premium PVC substrate, and offered in four profiles (stealth beadboard, WP4, crown moulding, and bed mould). n VERSATEX.COM (724) 857-1111

Decking Clips Nova USA Wood Products has introduced a new line of hidden fasteners that expand and contract with the natural swelling and shrinkage of hardwood and softwood decking products as well as PVC and composite deck boards. Composed of glass fiberreinforced nylon, ExoDek Quickclips were specifically designed for Nova’s line of premium hardwood decking, including ipé, batu, cumaru and mahogany. Exceptionally easy to install, the system was engineered to ensure boards remain securely fastened and properly spaced through all four seasons. n NOVAUSAWOOD.COM (503) 419-6407 Building-Products.com

Healthy Insulation Choice CertainTeed’s new InsulPure Building Insulation offers less dust and an easier installation. The formaldehyde-free fiberglass batt and roll insulation lets contractors optimize time on the jobsite while delivering exceptional energy efficiency and thermal performance. Made with an acrylic-based binder, the product features a distinctive white tone, is lightweight

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January 2022

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UL Listing for FR Wall Assembly Latest in Decking Lanai Outdoors is bringing its cutting-edge premium PVC decking to the U.S., following a successful launch into Canada. Made from 100% premium capped PVC, Lanai Premium Plank Decking replicates the beauty of genuine hardwood with the durability of PVC, making it ideal for any North American climate. It offers a truly different look, with smaller gaps, hidden fasteners, beveled edges, and variegated coloring, to create an interior hardwood look in an exterior decking product. The 4”x48” planks look more like interior floorboards. They are extremely stable, with lineal channels that provide structural support, and resist slipping, UV, heat, insects, mold, scratching and stains.

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Steel to Concrete Simpson Strong-Tie has expanded its lineup of rigid connector angles with the addition of the RCAC, an ideal solution for attaching cold-formed steel (CFS) stud framing to concrete supports. Designed to save installers time and reduce the cost of drilling connector holes at the jobsite, the RCA-C provides the most anchor options available, including holes for a 1/2”-diameter anchor screw or bolt, or for two 1/4”-diameter concrete screws positioned to allow a variety of fastening options.

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January 2022

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Holiday meeting shows 2nd life for 2nd Growth Twas the season of new birth, as the West Coast Lumber & Building Material Association’s 2nd Growth group regathered after a lengthy lull and unveiled plans for new initiatives and a busy activity calendar for 2022.

The annual holiday meeting, held Dec. 9 in Brea, Ca., was actually for the Southern California chapter of the 40-and-under group, since the week before marked the holiday gathering of the new Northern California branch of 2nd Growth. They were also the first in-person meetings for WCLBMA—apart from golf—since everything went virtual nearly two years ago, as well as the first opportunities for most members to meet John Ehrig, who was named executive director last April. The Southern California meeting featured a Casino Night,

AFTER EIGHT MONTHS on the job, [1] WCLBMA executive director John Ehrig was finally able to address much of his membership in person at the Southern California 2nd Growth holiday meeting Dec. 9 in Brea. [2] Ryan Lauterborn, Kathy Rutledge, Rob Wilson. [3] Ryan Mitchell, Matt Fink. [4] Jean Henning, Dave Rogers. [5] Cheryl Meyer, Adan Torres, Nathan Wetter. [6] Eric Van Lanen, Perry Holtrup. [7] Brian Sumpter, Chris Carpenter. [8]

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November 2021

Joe Morin, Eunice Cruz, Keith Hitchcock, Ellie Garcia, Victoria Foucault. [9] Kristina Notrica, Jeff Van Matre, Sean Knight. [10] Ray Magallenas, Steve Gonzales, Mo Shearer, Chris McDonough, Damien Simpson. [11] Paul Glaviano, Matt LaTendresse. [12] Jess Harloe, Susana Chavez. (More photos on next page)

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Photos by The Merchant Magazine

2ND GROWTH partiers (continued from prior page): [13] Rex Klopfer, Rick Deen, John Allen, Daniel Hines, Doug Willis. [14] Jason Sumpter, Dan & Katie Delaney. [15] Renee Miles, John Frankhouser. [16] Jacqueline Palazzolo, Stephanie Barrios. [17] Brad Schneider, Nick Matute, Reyes Romero, Charley Melkonian. [18] Sergio Rojas, Philip Ho, Cheyne Crandall. [19] Jasir Ojeda, David Alcantar, Bill Gaita, Steve Stone.

Toys for Tots Christmas toy drive, and confirmation of the new 2nd Growth board—comprised of president Daniel Hines, VP Stephanie Barrios, treasurer Jacqueline Palazzolo, secretary Dave Rogers, and immediate past president Ryan Lauterborn. Activities in 2022 will include a dinner speaker meeting March 3 in Orange County; Southern California golf tournament April 14 at Black Gold Golf Course, Yorba Linda, Ca.; Oregon mill tour May 15-17; Northern California golf tourney June 16; annual 2nd Growth summer conference July 20-22 at Omni Rancho Las Palmas Resort, Rancho Mirage, Ca.; So. Cal. golf Aug. 18 again at Black Gold Golf Course; So. Cal. holiday meeting Dec. 1 at Embassy Suites, Brea; and No. Cal. holiday meeting Dec. 8. Building-Products.com

2ND GROWTH HOLIDAY

PARR

LUMBER COMPANY MEDIA GROUP

14023 Ramona • PO Box 989 Chino, CA 91708

www.parrlumberchino.com (909) 627-0953 Fax 909-591-9132

• Plywood/OSB

• Hardwood Panels

• Plyforms

• Dimension Softwoods

• Composites

• Dimension Hardwoods

• Melamines/Vinyls

• Pine & Fir Boards

Michael Parrella – x15 • Chris Hexberg – x22 Janet Pimentel – x23

• Joe McCarron – x21

Nestor Pimentel – x31 • Bert McKee – x16 George Parden – x28

• Steve Daugherty – x18

Dominick Cosolo – x14 • Hector Gonzalez – x34

January 2022 n

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Marwin Purchases HB&G

HB&G Building Products, Troy, Al., has been acquired by The Marwin Co., West Columbia, S.C. Founded in 1926, HB&G manufactures columns and other specialty millwork products. HB&G will become Marwin Co.’s fourth division, joining Marwin (attic stairways and specialty door products), SS Industries (spiral staircases), and Millwork 360 (doors and mouldings).

IN Memoriam MASS TIMBER Conference attendees will tour a range of impressive CLT-built highrises, including Adidas’ new 460,000-sq. ft. North American headquarters in Portland, Or.

CLT Project Tours Headline Mass Timber Event Mass Timber Conference is lining up a stellar agenda of activities and presentations as it returns to in-person April 12-14 in Portland, Or., and also holds a virtual edition May 12. Among the highlights will be the Portland Buildings & Manufacturing

TALK Back HIT THE NAIL ON THE HEAD Great article and great words of wisdom (“Asking Favors,” Nov., p. 8). Boy, did you hit the nail on the head. Well said and another reminder of what we as 150%’ers need to do way more often. If we don’t—even with guilt—carve out our own time we are missing the boat. I’ve especially learned that in my last one-and-a-half years of semiretirement. Keep on asking for favours! Ted Whitehouse Century Aluminum Railings Edmonton, Alberta, Canada I enjoyed your “Across the Board” editorial as I always do. I would especially like to congratulate you and all your staff on your 100-year anniversary. My grandfather started our company in 1922, so we will also be celebrating this milestone in the upcoming year. Knowing the next 100 years are starting in our hands is exciting and challenging. Keep up the good work. Many of us look to you as we move forward, for information and insight. Pat Bischel Northern Crossarm Co. Chippewa Falls, Wi.

tour, which will include a stop at Adidas’ North American headquarters to view their new CLT and glulam mass timber buildings. They’ll next visit the jobsite at the Portland International Airport where its new 9-acre mass timber roof—mass plywood panels and glulam beams—is currently under construction. From there, attendees will walk through Timberlab’s new Portland fabrication facility and witness their fabrication capabilities by seeing a demonstration of their state-of-the-art, large-format beam saws. Guests will also learn more about the BIM for fabrication required by the Virtual Design and Construction team in setting up projects for fabrication. In coordination with the Portland International Airport stop, visitors will also see pieces in the fabrication process for that project before they head out to the job site. Day two will feature a keynote talk by Jeanne Gang, recipient of the Cooper Hewitt National Design Award in Architecture and named one of the most influential people in the world by TIME Magazine. She is the founding principal and partner of Studio Gang, an international architecture and urban design practice headquartered in Chicago. Her approach has produced award-winning projects across scales and typologies around the world, including Aqua and MIRA, and ongoing projects such as the American Museum of Natural History in New York and a new Global Terminal for O’Hare International Airport in Chicago. Word-renowned architect Shigeru Ban will be the opening morning keynote presenter.

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Richard Roy “Dick” Powell, 76, former manager of Rockford Building Supply, Blackfoot, Id., passed away Dec. 5 after a two-year battle with colon and liver cancer. After graduating from Brigham Young University, he served in the U.S. Army during the Vietnam War. John Allen Kirkpatrick, 74, retired Northern California lumberman, died Dec. 1. A graduate of Arizona State University, John became sales manager for McCuen Molding, Sacramento, Ca., in 1976. In the late 1970s, he joined American Forest Products, Stockton, Ca. In the early 1990s, he relocated in Daphne, Al., to become vice president of sales with McPhillips Sash & Door. Kenneth Eugene “Ken” Doherty, 64, Oregon lumber salesman for over 40 years, died June 19 He most recently spent 12+ years as sales manager for Klupenger Lumber Co., Portland, Or., following stints with AFA Forest Products, Portland; North Plains Forest Products of North Plains Or.; and Weyerhaeuser Co., Beaverton Or. Larry George Nelson, 73, former operator of California Design Wood Products, Riverside, Ca., died Nov. 21 after a 16-month battle with cancer. For 22 years, Larry operated Precision Drywall, Delano, Mn., before moving west in 1990 to operate California Design Wood Products. He then worked in outside sales for Chaska Building Center, Chaska, Mn., and The Builders Choice-Fullerton, Watertown, Mn., before retiring from Arrow Building Center, Watertown, in 2018. Carl Robert Hodnett, 86, former chief engineer for Osmose Wood Preserving’s Southern-Western Division, Griffin, Ga., died Oct. 26. He spent 53 years with Osmose, the last 28 as divisional chief engineer. Building-Products.com

SELLING with Kahle

By Dave Kahle

Prioritizing accounts . I’ve heard you mention several times the importance of prioritizing and targeting customers. Can you shed some more light on this?

A. This is a key issue with me, as I believe it is one of the ways to make the biggest, most rapid change in your results. Too much good quality sales time and talent is squandered on customers who aren’t worth the investment. If I can help salespeople adjust their investment in time so that they are spending more time on the high potential and less time on others, they’ll see an almost immediate improvement in results. So, over years of trial and error, I have developed a simple but incredibly powerful system for prioritizing and targeting accounts. While I don’t have space here to describe the whole system, I can suggest several things you can do to institute this practice in your sales team’s routines. First, you’ll need to make sure everyone understands the difference between “potential” and “history.” Too many sales teams prioritize their time on the basis of history. In other words, “A” accounts are those who spent the most last year. In today’s rapidly changing economy, I don’t think it’s wise to make decisions based on the past. A more powerful and useful concept is to make decisions based on the future. So, a high-potential account is one who could buy the most next year, not one who did last year. 1. Set up some company-wide definitions. Everyone should understand what an “A” account is. Likewise for B and C accounts. In addition, there ought to be some standards for how you define each of these. For example, you might say an A account is one who could buy $1,000,000 of your stuff each year. OK, how do you determine that an account could buy $1,000,000? Does the salesperson guess? Or do you use some more sophisticated means of coming to that number? In our system, we account for two variables within each customer. First, what is the QPC of each account? QPC stands for Quantified Purchasing Capacity, and is the answer to this question: If this account bought everything they could from me in the next 12 months, how much would that be? Building-Products.com

After having worked, personally and contractually with over 329 individual companies, I am continually amazed at how few (less than a handful) actually collect that information. Doesn’t it seem like an elementary thing that every salesperson should be collecting? The second variable is “partnerability,” which is the measurement of a number of subjective variables, all having to do with the likelihood that this account will develop into a significant, committed customer sometime in the future. With those two variables in hand, we can rank every prospect and every customer by their potential. Addressing these issues is the first step, and can often set off light bulbs in the salespeople’s heads all by themselves. 2. Once you’ve created the criteria and definitions, train the entire group in the use of those concepts. Require that, by a certain date, they have analyzed and rated all of their customers. You may even develop some forms, electronic or hard copy, which everyone uses. This process can also be an eye opener all by itself. When you help salespeople analyze the potential in their accounts, and then examine their accounts from that perspective, you (and they) will be amazed at how much time is spent in accounts that just aren’t worth it. 3. Now, legislate that everyone should spend the biggest portion of their time with the A accounts. My rule is 50% of your time with the A accounts, and 50% of your time with everyone else. 4. Manage the implementation. Every time you ride with a salesperson, discuss it and look for evidence that indicates the salesperson is following through on using the system. Make it an issue in sales meetings and in evaluations. When salespeople actually spent more time in those accounts with greater potential and less time in those with little potential, they discover a dramatic improvement in their productivity. – Sales authority Dave Kahle is the author of 10 books, has presented in 47 states and 10 countries, and has helped enrich tens of thousands of sales people and transform hundreds of sales organizations. Contact him at dave@davekahle.com. January 2022

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CENTENNIAL Flashback

The 1920s • Pacific Lumber Co., forerunner of Humboldt Sawmill, started in 1908 and quickly became one of the largest producers in California’s Redwood Region. First advertising in January 1923, PALCO became a division of Maxxam Inc. in 1986, before being rescued from bankruptcy by Mendocino Redwood in 2008.

This year marks the 100th anniversary of The Merchant

Magazine, which was launched in the summer of 1922 as The California Lumber Merchant. Like the lumber industry itself, which we strive every day to inform and serve, our own business is wholly built on relationships. For us, those are relationships with our valued readers as well as with our invaluable advertisers, who have helped to make this journey possible. So as a prelude to a massive Centennial Special Issue in August, every month beforehand we will celebrate a different era of advertisers—showcasing the history of those companies that are still going strong all these years later and looking back at their very first advertisement in our publications. • Bruce has been manufacturing hardwood flooring since 1884 and has been promoting them in our pages since our very first issue—in July of 1922. Bruce later became a brand of Armstrong, was purchased by AIP in 2018, and last summer was acquired by AHF Products.

• White Brothers’ milling operation in Oakland, Ca., has always been a kindred spirit of The Merchant, with its founding coming exactly 50 years before our own. Consequently, ever since first advertising in January 1923, the company regularly ran milestone anniversary ads on our own anniversary—only 50 years apart.

• Weyerhaeuser Co. began in Tacoma, Wa., in 1900 as a timberland owner, quickly growing into one of the world’s largest lumber manufacturers and distributors, and—since October 1922—our longest consistently-running advertiser.

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• Moore Dry Kiln Co.was founded in 1879 and became p a r t o f U S N R ’s Dry Kiln Division in 1969. It first promoted its dry kilns in our pages in April 1923. • California Panel & Veneer Co., Cerritos, Ca., has been serving the woodworking industry since 1917, growing into the foremost distributor of wood panels and Formica brand laminates in Southern California. The company first joined forces with The Merchant in July 1923.

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• J.H. Baxter, San Mateo, Ca., has been a leader in preservative-treated forest products for four generations. The company was founded in 1896, incorporated in 1915, and first advertised with us in February 1925. • Robbins Flooring began in 1894 as a Wisconsin-based installer and gradually expanded to manufacturing hardwood flooring, which it first promoted in The Merchant in November of 1927. In recent years, the company has begun to specialize in hardwood and synthetic flooring for gym flooring, and is now known as Robbins Sports Surfaces.

• Andersen Windows & Doors was founded in 1903 by Danish immigrants to Wisconsin. First advertising with us in January 1923, Andersen is now headquartered in Bayport, Mn.; employs more than 12,000 at sites in North America and Europe; and produces window and door products under the Andersen, Renewal by Andersen, Weiland, EMCO and MQ brands. • Simonds Saw traces its roots back to Abel Simonds, who partnered to form scythe-maker J.T. Farwell & Co., Fitchburg, Ma. Twenty years later, he went into business on his own, expanding into machine knives and mower and reaper sections. By the time they first advertised in The Merchant in December 1924, the company had grown to over 2,200 employees and offices across North America. As the oldest cutting tool manufacturer on the continent, it now goes by Simonds International. • Creo-Dipt Co., now known as PPG Machine Applied Coatings, began manufacturing solid color oil stain to prestain shakes and shingles in 1925 and immediately began advertising the fact, in February 1925. It became Olympic Stain Products in 1950 and was acquired by PPG in 1989. Building-Products.com

• Bohnhoff Lumber Co. was launched by pioneering lumberman C.W. Bohnhoff in 1910 at the corner of 15th and Alameda in Los Angeles. First advertising in The Merchant in October of 1928, the company is still going strong five generations later. • The Sisalkraft Co. of Chicago was the first and foremost producer of housewrap, which it began promoting with us in November 1929. Sisalkraft is now a brand of Henry Co.

January 2022

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ADVERTISERS Index Page

Advanced Building Products www.mortairvent.com

Allweather Wood www.mendoco.com

CT Darnell www.ct-darnell.com

DMSi www.dmsi.com

Unity Forest Products www.unityforest.com Utah Wood Preserving Co. www.utahtreatedwood.com PRessuRe TReaTed Rough TiMbeRs uTiliTy Poles

Borates CA-C

Above + Ground Contact

luMbeR

FiRe ReTaRdanT TReaTed luMbeR and PlyWood

Western Woods Inc. www.westernwoodsinc.com

Call the experts: • Robert Moore • Jim Winward

Utah Wood Preserving Co. 1959 soUth 1100 West Woods Cross, Utah

West Fraser www.westfraser.com/osb

Phone - Woods Cross: (801) 295-9449 FaX (801) 295-9440 Phone - salt lake (801) 262-6428 FaX (801) 748-0037

Yakama Forest Products www.yakama-forest.com

Huff Lumber www.hufflumber.net

Humboldt Sawmill www.mendoco.com

Jones Wholesale Lumber www.joneswholesale.com

Cover II

Maze Nails www.mazenails.com

North American Wholesale Lumber Assn. www.nawla.org

Parr Lumber www.parrlumberchino.com

Frame Building Expo – Jan. 18-20, Gaylord Opryland Resort & Convention Center, Nashville, Tn.; www.nfba.org.

Pelican Bay Forest Products www.pelicanbayfp.com

Western Forestry & Conservation Association – Jan. 19-20, annual convention, Heathman Lodge, Vancouver, Wa.; www. westernforestry.org.

PPG www.ppgac.com

39, Cover IV

Redwood Empire www.buyredwood.com

Cover I

Simpson Strong-Tie www.strongtie.com

Siskiyou Forest Products www.siskiyouforestproducts.com

Snider Industries www.sniderindustries.com

Stimson Lumber www.stimsonlumber.com

Swanson Group Sales Co. www.swansongroup.biz

Timber Products www.timberproducts.com

UFP Industries www.ufpedge.com

n The Merchant Magazine n January 2022

DATE Book Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plans to attend. Associated California Loggers – Jan. 11-13, annual meeting, Atlantis Resort, Reno, Nv.; www.californialoggers.com. Western Pallet Assn. – Jan. 14-18, annual meeting, Rancho Las Palmas Resort & Spa, Rancho Mirage, Ca.; westernpallet.org. San Diego Home Show – Jan. 14-16, San Diego Convention Center, San Diego, Ca.; www.nationwideexpos.com.

Sacramento Hoo-Hoo Club – Jan. 22, concat meeting with the Snark of the Universe, Club Pheasant Restaurant, West Sacramento, Ca.; www.hoohoo.org/clubs/109. National Association of Wholesale Distributors – Jan. 22-25, Executive Summit, Washington, D.C.; www.naw.org. Black Bart Hoo-Hoo Club – Jan. 26, Industry Night, Broiler Steak House, Redwood Valley, Ca.; www.hoohoo.org/clubs/181. Humboldt Hoo-Hoo Club – Jan. 27, Crab Feed, Eureka Elks Lodge, Eureka, Ca.; www.hoohoo.org/clubs/63. International Surface Event – Feb. 1-3, Mandalay Bay Convention Center, Las Vegas, Nv.; www. intlsurfaceevent.com. International Builder’s Show – Feb. 8-10, Orange County Convention Center, Orlando, Fl.; www.buildersshow.com. Do it Best – Feb. 11-14, spring market, Indiana Convention Center, Indianapolis, In.; www.doitbestcorp.com. Sacramento Hoo-Hoo Club – Feb. 12, annual Valentines dinner & dance, Old Town Sacramento, Ca.; www.hoohoo.org/clubs/109. American Fence Association – Feb. 15-18, FenceTech show, New Orleans, La.; www.americanfenceassociation.com. Southern California Hoo-Hoo Club – Feb. 16, speaker meeting/golf, Los Serranos Country Club, Chino, Ca.; www.hoohoo117.org. Orgill – Feb. 24-26, spring dealer market, Orange County Convention Center, Orlando, Fl.; www.orgill.com. Oregon Logging Conference – Feb. 24-26, Lane County Convention Center & Fairgrounds, Eugene, Or.; oregonloggingconference.com. Hoo-Hoo International – Feb. 26, mid-year board meeting, Menger Hotel, San Antonio, Tx.; www.hoohoo.org. Building-Products.com

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January 2022

Building-Products.com

The Merchant January 2022

Articles inside

neW productS

Selling With kahle

centennial FlaShBack

WWpa on WeStern WoodS

tranSForMing teaMS

acroSS the Board

Margin BuilderS

olSen on SaleS

ManageMent tipS

coMpetitive intelligence

Feature Story

induStry trendS