The Merchant Magazine - February 2011

DECKING SPECIAL ISSUE  SELLING MOULDING ONLINE  OSB GETS BIGGER

The

MERCHANT

FEBRUARY 2011

Magazine

THE VOICE OF THE WEST’S LBM DEALERS & DISTRIBUTORS – SINCE 1922

The

MERCHANT

Special Features 9 MARGIN BUILDERS SOLAR DECK LIGHTS

10 INDUSTRY TRENDS NEW COMPUTER DECK DESIGN TOOLS

12 FEATURE STORY DEALERS DEBATE PROSPECTS OF SELLING MOULDING ONLINE

14 COMPETITIVE INTELLIGENCE SALES HEAT UP AT GREEN SHOWROOM

16 PRODUCT SPOTLIGHT NON-STANDARD-SIZED OSB

34 PHOTO RECAP: NORCAL CRAB FEED 36 INDUSTRY TRENDS F2M’S 2011 LUMBER FORECAST

47 PHOTO RECAP: BUILDERS SHOW

February 2011

Volume 89  Number 8

Magazine

Online

In Every Issue 6 TOTALLY RANDOM 19 MOVERS & SHAKERS 20 FAMILY BUSINESS 22 OLSEN ON SALES 24 GREEN RETAILING 30 KAHLE ON SALES 39 IN MEMORIAM 41 NEW PRODUCTS 51 ASSOCIATION UPDATE 52 CLASSIFIED MARKETPLACE 53 DATE BOOK 54 IDEA FILE 54 ADVERTISERS INDEX

BREAKING INDUSTRY NEWS, INDUSTRY PHOTO DOWNLOADS, & THE MERCHANT: DIGITAL VERSION BUILDING-PRODUCTS.COM

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It is an independently-owned publication for the retail, wholesale and distribution levels of the lumber and building products markets in 13 western states. Copyright®2011 by Cutler Publishing, Inc. Cover and entire contents are fully protected and must not be reproduced in any manner without written permission. All Rights Reserved. It reserves the right to accept or reject any editorial or advertising matter, and assumes no liability for materials furnished to it.

California Timberline, Inc. Sugar and Ponderosa Pine, Douglas Fir, Redwood, Western Red and California Incense Cedar Hardwood Lumber & Plywood

The Mark of Responsible Forestry SCS-COC-001973 ®1996 Forest Stewardship Council A.C.

Chino, CA 91710 • (909) 591-4811 • FAX (909) 591-4818

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 The Merchant Magazine  February 2011

Building-Products.com

TOTALLY Random

By Alan Oakes

The

MERCHANT

Magazine

www.building-products.com A publication of Cutler Publishing 4500 Campus Dr., Ste. 480, Newport Beach, CA 92660

How to know when you’ve arrived

A

I WRITE, WE ARE JUST a few days into the New Year, but I am pleased to say I already have had some very optimistic conversations. I had a number of reports of being busy between Christmas and New Year, and into the first week of 2011. So here’s hoping! I think we are long overdue for real success.

You remember, I am sure, the call from the back of the car (about five minutes after leaving the house for an eight-hour drive) of “Are we there yet?” So I was thinking about “What is success and how do we know when we have arrived?” As I read about the two winning tickets in the $330-million-plus mega lotto, I was thinking what it must be like to win even $10 million and know you’ve arrived.

Like you, I’m sure, I have planned how I would spend that money many times over the last 40 years—and, of course, have never won a dime. But while we all don’t measure our success by how much money we have, it’s been a question I have asked myself over many years: what would it take for me to feel successful monetarily and non-monetarily? And what I have found is that the goalpost continues to move every year. What seemed real wealth a few years ago doesn’t seem that much today—particularly considering the price to accumulate it.

I must admit, I have always struggled to define what success means to me. I grew up in humble beginnings. For my parents, success was measured in keeping a job, having food on the table, getting our first TV (saving me the need to push up against my neighbors’ windows watching without sound their television), going for a week’s vacation to the coast in England, and getting our first car— what a day that was! Success for them was saving a little for the rainy day and, even if it came and they didn’t have enough, making sure my brother and I felt like we had a good life.

Times have changed, and I suspect many of us want a better life than our parents had. For many years, for me it was all about how I could grow my salary, along with all the trappings of perks, cars and promotions. It was all about getting more. It took a while for me to figure it out, but that just didn’t make me happy. I did it because I had to—or thought I had to. But what I have learned over the years is that pursuing your passion is what really makes you feel happy and successful, even if the financial rewards are not there. Enjoying what you do in life can make doing even unpleasant tasks bearable. But often you have to go through the worst to understand that there needs to be something better in your life.

Today flexibility and creativity are highly regarded as keys to success and well being. Who would have thought that a few years ago? How many people have had to reinvent themselves and their careers through this downturn? I bet that if they ended up following their passions, they are now in a much better place. Maybe they’re not earning as much, but they’re happy to do what makes them happy.

My parents used to tell me all the time, “Be grateful for what you have.”

Sometimes it is easy to take people and things for granted. I hope I have matured enough to recognize what I have and to be able to do the things in life I enjoy.

As the industry turns around, and it will, let’s not go back to 2004-5 when nothing was ever enough.

Let’s build our businesses on sound principles, be satisfied with new successes, and understand that always wanting more contributed to what we have gone through for the past four years. Times change, as do people, and so does the definition of what makes us feel successful as companies and individuals.

Lots of shows and events coming over the next six weeks. I hope to see you out there.

S

Publisher Alan Oakes ajoakes@aol.com Publisher Emeritus David Cutler Director of Editorial & Production David Koenig dkoenig@building-products.com Editor Karen Debats kdebats@building-products.com Contributing Editors Dwight Curran, Carla Waldemar, James Olsen, Jay Tompt, Mike Dandridge Advertising Sales Manager Chuck Casey ccasey@building-products.com Administration Director/Secretary Marie Oakes mfpoakes@aol.com Circulation Manager Heather Kelly hkelly@building-products.com

How to Advertise

Chuck Casey Phone (949) 852-1990 Fax 949-852-0231 ccasey@building-products.com Alan Oakes www.building-products.com Phone (949) 852-1990 Fax 949-852-0231 ajoakes@aol.com CLASSIFIED David Koenig Phone (949) 852-1990 Fax 949-852-0231 dkoenig@building-products.com

How to Subscribe SUBSCRIPTIONS Heather Kelly Phone (949) 852-1990 Fax 949-852-0231 hkelly@building-products.com or send a check to 4500 Campus Dr., Ste. 480, Newport Beach, CA 92660 U.S.A.: One year (12 issues), $22 Two years, $36 Three years, $50 FOREIGN (Per year, paid in advance in US funds): Surface-Canada or Mexico, $48 Other countries, $60 Air rates also available.

SINGLE COPIES $4 + shipping BACK ISSUES $5 + shipping

Alan Oakes, Publisher ajoakes@aol.com

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 The Merchant Magazine  February 2011

Building-Products.com

MARGIN Builders Solar Deck Lights

D-i-yers take shine to solar deck lights D

looking to quickly and easily light up their decks without having to run wire are going solar.

Solar deck fixtures contain a scientifically designed solar collector panel that converts sunlight into electrical energy, which is stored in highly efficient rechargeable batteries. Solar lights are equipped with LEDs, which reportedly never have to be replaced.

Although solar is usually not as bright as other forms of outdoor landscape lighting, improvements in solar panel and LED technology are closing the gap with hard-wired alternatives.

The types of solar lights on the market are growing just as fast:

side ground-level decks.

Hanging-style lights are another convenient option, available in multiple formats. Individual fixtures, in styles such as lanterns or even a mason jar, can hang from a hook or from a rod mounted either in the ground beside the deck or along the railing.

O - IT - YOURSELFERS

KICHLER FLUSH-MOUNTED HALFMOON

being introduced, however, with detachable solar panels, so the fixture itself needn’t be placed in a sunny location.

Flush-mounted lights are screwed directly into the surface of the deck, deck steps, risers, or railing posts, for a sleek appearance.

Stake lights can be placed along-

HANGING CYPRESS LANTERNS

MAPLIN VENETIAN STYLE GARDEN LIGHT

Rope lights and solar string lights come in a long line of lightbulbs, similar to a string of Christmas lights. A built-in light sensor is attached to the end of the string, along with an automatic on/off switch. The tiny solar panel is then unobtrusively staked in the ground nearby.

For homeowners who like the sound of chimes when the wind blows, hanging chime-style lights hang like a normal wind chime, but contain a lightbulb hanging among the chimes, as well as a hidden solar panel.

Today, your d-i-y customers don’t have to be professional contractors, landscapers or electricians to add lighting to their decks.

TERRATEC SOLAR POST CAP, COPPER SUMMIT MODEL, FROM MCFARLAND CASCADE

Deck post lights slide right on top of deck posts, to replace existing post caps. Lighted caps accommodate standard post sizes (4x4, 5x5, 6x6), but can also be combined with an adjustable base to install on off-sized posts.

Post cap lights are the most popular type of solar deck light, thanks to their distinctive look, easy installation, and raised positioning for maximum access to sunlight. Fixtures are Building-Products.com

February 2011  The Merchant Magazine 

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INDUSTRY Trends New Deck Design Tools

Composite decking producers roll out new wave of design tools C

manufacturers are unveiling a host of new computerized design tools to help contractors and homeowers visualize their outdoor projects—and ensure they spec in their deck brands during the process.

OMPOSITE DECKING

MoistureShield’s new DeckLife online design tool allows users to create complex deck plans with a detailed 3D image. Available free at www.moistureshield.com, the software shows users what the completed deck will look like, while letting them make real-time changes in the material, color and layout of the decking and railings.

Dealers, contractors and homeowners can all work together using DeckLife to ensure they are on the same page prior to installation and to save time when changes arise by simply editing the 3D design to see automatically updated specification reports. At anytime during the design process, users can view detailed composite decking material and cut lists, beam layouts, and stress analysis reports for their decking project.

Upon design completion, an all-inclusive Deck Designer Specification Kit can be printed. It includes a deck layout diagram, installation tips, and all of the reports.

“One reason our customers continue to use MoistureShield composite decking goes beyond product performance to the tools and services we provide to make their jobs easier,” said Brent Gwatney, v.p. of sales and marketing for MoistureShield. “DeckLife is another way we are helping contractors and homeowners get the MoistureShield deck of their dreams quickly and cost effectively.”

Fiberon’s online Deck Designer tool (www.fiberon. com) similarly allows users to watch their ideas come to life. With a couple of clicks, they can complete a deck layout that includes cut lists, building plans, and contractor and dealer listings.

Users select their deck shape and size, including the number of levels, stairs, railings and footings, and the widths of the boards. The project can then be tweaked by swapping in different Fiberon products, colors, textures, design shapes, and accessories. Multiple designs can be created and saved to compare and review later.

Universal Forest Products’ new online Deckorators Deck Visualizer (www.ufpi.com) lets users select one of four deck configurations. Then they can swap in any of 10 different composite colors and textures, black or white railings, eight different baluster styles (in various colors), dozens of post cap options, and stair lights or other accessories.

The tool can be used on virtually any computer or mobile device and allows custom designs to be saved, printed, or emailed.

Gossen’s Color Visualizer (www. gossencorp.com) allows users to view projects featuring three different styles of WeatherReady decking and, with the click of a button, see what the project would look like with different colored decking and railings.

3D RENDERING: Trex has incorporated its decking and railing products into new deck design software for professional builders.

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 The Merchant Magazine  February 2011

TimberTech (www.timbertech. com) offers both a sophisticated online deck designer and a color visualizer.

Since TimberTech offers multiple styles of decking, each with 11 color options, and eight color choices for its railings and posts, the color combinations are virtually endless. The site will help out with recommendations of more Building-Products.com

popular color combinations.

Trex’s site (www.trex.com) offers a customizable deck designer, color visualizer, fencing estimator, and sample deck plans. But the manufacturer has taken it to the next level, with its recent introduction of software strictly for professionals.

The new program, DeckWorks, allows pros to produce and output photo-realistic 3-D renderings of outdoor living spaces for their customers.

According to Ron Kaplan, chairman, president and c.e.o. of Trex, “Remodelers and landscapers are often involved in creating outdoor living spaces, but may not have access to software in which decking is wellrepresented. By offering a program that provides superior quality and versatility to these professionals, we’re creating an opportunity for incremental Trex product sales.”

DeckWorks, we’re helping both existing and new professional partners to distinguish their work from the com-

petition, bring a greater level of creativity to their designs and ultimately increase profitability.”

WITH ITS SOLID structure, LifeTime’s composite lumber can be fabricated into simple patio covers or elaborate pergolas using standard wood working tools and fasteners.

Alternative decking makers add coordinated accessories

D

to find additional uses for their patented technologies, alternative decking manufacturers are expanding their offerings to include other outdoor products that can complement their decks.

ETERMINED

UNIVERSAL Forest Products hopes to sell more Latitudes decking and Deckorators railings with its new online design tool.

The software features a variety of common wood products but positions Trex as the exclusive wood-alternative option for decking and railing. In addition, it makes it possible to incorporate landscaping, lighting, furniture and accessories to visualize a complete outdoor living space.

DeckWorks is powered by Vectorworks, one of the leading design platforms for landscape architects, designers and contractors worldwide. Professionals who already own select Vectorworks software simply purchase a Trex DeckWorks plugin to begin incorporating Trex products into their designs, generating material lists and creating budgets and professional proposals.

“Professionals who use realistic 3D imagery to help potential customers visualize their dream decks achieve both higher close rates and project values,” Kaplan said. “With Building-Products.com

LifeTime Lumber, known for its composite decking, has added privacy fence and pergola products.

“LifeTime Lumber is one of the few companies whose products have the versatility to offer this number of design options for the builder contractor looking to offer sustainable, long lasting materials for their projects,” said president Jim Mahler. “Now privacy fences and pergolas can be matched with other outdoor applications—decks, docks, ranch fencing, and planters.”

Using LifeTime Lumber for all the non-structural building components, these new privacy fence and pergola profiles allows builders the option to deliver more affordable, fully coordinated, low mainte-

nance, outdoor construction materials.

Trex is now producing outdoor furniture. Its four different collections include dining chairs, folding chairs, Adirondack chairs, dining tables, side tables, coffee tables, sofas, ottomans, and chaise lounges.

Barrette Outdoor Living has expanded its Xpanse collection to include vinyl fencing. Two different series are offered—the Elite and the lower-priced Select series.

They come in privacy, semi-private, traditional and contemporary picket panels, with several post and rail options.

The fencing lines are designed to complement Barrette’s sheds, lattice, railings and accents.

AZEK Building Products has introduced an in-deck storage kit, for safely storing furniture cushions and covers, umbrellas, or other deck items. The compartment is concealed within the deck and blends right in.

February 2011  The Merchant Magazine 

11

FEATURE Story Online Millwork Sales

Can you sell moulding online?

S

ELLING SMALL, LIGHTWEIGHT

items like screwdrivers online is one thing. But lumber dealers and millwork shops are discovering that moving moulding via the Internet is no easy task—despite the lure of the products somehow magically selling themselves, to every corner of the globe.

Most millwork dealers are running into four major obstacles online: 1. Selling online isn’t necessarily less expensive.

For buyers, says Marshall Montgomery, The Affordable Cos., Costa Mesa, Ca., it’s all about price.

“Buying online saves you time and money,” he promises. “You do not have to leave your home or deal with salespeople. It is always cheaper.”

The perception that it always must be cheaper online places a burden on shops that must go to extra expenses to sell online. Blumer & Stanton, West Palm Beach, Fl., has been dabbling in online millwork sales since 2005, with a major update expected next month.

“We’re still looking for ways to

12

beat the overhead and make it profitable,” says president Roger Stanton.

“The cost of maintaining an online store, processing online payments, addressing the fickle nature of clients unfamiliar with the product (and their perception that anything ordered online should be returnable), and the cost associated with marketing the website (organic search engine optimization, AdWords, PayPerClick, etc.) are all expenses that don’t correlate with selling mouldings from a physical location.”

2. Just because your products are exposed to China, doesn’t mean it makes sense for anyone there to actually buy it.

“The biggest advantage of selling and buying online is the access to market,” explains Dan Ritosa, Rino’s Woodworking Shop, Willoughby, Oh. “The Internet has provided a forum where we can trade with people who are not in our normal geographic area.”

Tyler Turner, Hartland Planing Mill, Clarksburg, W.V., agrees: “Hands down, the greatest advantage

 The Merchant Magazine  February 2011

(of online sales) is being able to distribute our product to a larger number of customers. Our website allows us to sell to the whole country and not just our local area.”

Yet, admits Turner, “the biggest challenge we have encountered by far is length restrictions for shipping.

UPS and FedEx cutoff for length is 9 feet. This means if you need one piece of moulding 12 feet long, it will have to ship via freight truck. This makes the cost of freight more than the total cost of the moulding itself. A normal freight truck shipment is usually three to four times more than a UPS package.”

Online orders also contain, on average, smaller quantities. “Most consumers are interested in fewer than 12 pieces of moulding,” says Blumer & Stanton’s Roger Stanton.

“Shipping costs for mouldings in excess of 8 feet is absolutely prohibitive unless you’re shipping moulding for an entire project. This particular restriction on length is very limiting.

Even standard shipping is expensive, and consumers are understandably reluctant to spend $225 on shipping Building-Products.com

for $200 worth of product.”

Rino’s Woodworking Shop often finds a way to make the numbers work. Lengths 8 feet and under are shipped by UPS if in small quantities or from long distances. The shop pays for shipping on UPS orders over $300 to most areas of the continental U.S. Larger orders and longer lengths are shipped common carrier. Rino’s pays for shipping if common carrier orders exceed $3,000 (and, if the destination is in-state, they’ll truck it themselves).

Yet, all UPS and common carrier shipments must be crated to minimize damage and ease handling—further increasing the supplier’s cost.

3. Online catalogues and product listings allow buyers to view hundreds of options—but they can’t touch them.

“When we purchase a Sony Blu-ray player online we pretty much know what to expect,” says Rino’s Ritosa.

“When people purchase hardwood mouldings online, the product is a little more subjective. At times we deal with people who are in the industry and know a premium grade piece of material. Then other times, we might deal with people who ask for maple or red oak but do not have the slightest idea which is which.

“There is always a certain degree of trust that is exchanged in any purchase. Yes, the client cannot touch our product until it is received, but even if it is a local project the client cannot see our product until we deliver. The overall effect is the same. But in the end, what matters is our reputation of keeping a high quality level on all our products. In doing so, clients know that they will consistently receive a quality product.”

For many consumers unfamiliar with moulding, they will be too intimidated to order online. “Occasionally we will get the wary customer, and they want to know about the quality of the product,” says Hartland’s Turner.

“This is very understandable, because you really can’t see the material. I regularly send samples of our mouldings to customers, and I think that this makes a big difference. Also in our case, we have been a family-owned business since 1912—I am fifth generation—and locally we are known for quality of material, so I think this helps quell some of the fears associated with Internet ordering.”

Far more frustrating can be the uneBuilding-Products.com

ducated who probably shouldn’t be ordering online…

4. Online sales leave the specifying of materials, sizes and quantities up to the (often non-professional) customer.

Problems of customers ordering too much or too little are particularly difficult for custom millwork businesses. Affordable’s Montgomery says, fortunately, incidents have been few.

“Measuring should never be a problem for the average person who can work a tape measure,” he says. “If they cannot do that, we do not want them ordering. If they are not sure, they shouldn’t be installing it either and should let their installer give them a material list to buy the right quantity.”

Ritosa says, “The client is mainly responsible for the take off. We have had it happen before that a client does not order enough or his margin of error is too small. Should this occur, the client would need to reorder additional material at his own cost. If the client should order too much, the material cannot be returned since all orders are custom run for each client.”

In the age of Amazon.com, however, consumers think everything bought online should be returnable.

No return and minimum reorder policies can help, but customers must be trained to get it right from the start.

“With every one of our customers, I stress the importance of getting your quantities right with your order,” says Hartland’s Turner. “Most of the time, I have customers figure an additional 5% to 7% waste and there isn’t a problem. However, there have been a handful of customers that have come up a couple feet short and we try to help them out the best that we can.

The downside of this comes back to shipping. Most of the time the material shipped back is limited to 8 feet due to the higher cost of freight.”

Until more millwork dealers conquer these obstacles, expect most of their online sales to be along the lines of Made Right Moulding, Dayton, Oh., which began selling electronically 11 months ago. The shop has had several inquiries from out of state, but so far all sales have been local, close enough for the customer to visit to examine samples and near enough for Made Right to deliver the products on its own truck.

E-COMMERCE SITE for Lewis Lumber Products, Picture Rocks, Pa., features tips to help customers select the right type of hardwood moulding.

February 2011  The Merchant Magazine 

13

COMPETITIVE Intelligence

By Carla Waldemar

Eco’s a resounding success W

your parachute?

No need to wonder about Rachel Maloney’s—from the get-go, it’s been green.

Not that she needs a parachute.

Since the very beginning, her building supply company, Minneapolis, Mn.based Natural Built Home, has been soaring.

Mahoney was building a career in the medical device industry when a transfer back to her native Minnesota prompted her and her husband to hunt for a home. Fine, until it came time to remodel it, then –nada.

“I’ve always been passionate about the environment, and we had a hard time finding eco-friendly products.

So,” says young Mahoney, “I decided to quit my job and open my own business,” filling the gap for the growing wave of eco-thinkers such as she.

Do-gooder in tie-dyed shirts and Birkenstocks? Oh, no. Maloney came with plenty of business acumen under her belt. She turned to her former professor at the University of Minnesota’s esteemed Carlson School of Business.

HAT COLOR IS

He put his students onto the project, assessing demand, demographics, what-have-you. They gave her the goahead.

She found herself a site in a neighborhood composed of older housing stock—prime prospects for remodeling—and opened up her bricks-andmortar outfit on Earth Day 2006. (She had dipped her toe in the clean, green water a year earlier doing business via a website.) The plan: Offer one-stop shopping for sustainable building for both walk-ins traffic and the pros.

Sure, she expected attention from the usual “Save the Planet” tribe and, indeed, those dedicated eco-consumers immediately found her through mentions on her vendors’ websites.

She also attracted the energy misers, especially during the recent rebate program. (Think insulation made of former denim jeans instead of fiberglass; low-flush toilets; compact, ondemand water heaters and such.) But it’s the many customers driven by health concerns, fighting carpet dust and toxic paints, and concerned for

GREEN SHOWROOM targets homeowners, designers and building professionals.

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 The Merchant Magazine  February 2011

their kids’ welfare who took her by surprise.

Print advertising brought in some business, “but it’s hard to track,” she says. Paying for key positioning on Google searches has proved more successful. Her own robust website (www.naturalbuilthome.com) is intended more for education than for placing orders. “People do their research on the Internet, but then they want to come in to touch and feel, so the website does drive traffic. Plus, we can put up peoples’ photos of their projects, which fuels other peoples’ ideas. They love that!” she professes.

But what they love even better, turns out, is Facebook. Natural Built adds content once or twice a week— items such as new products, sales, and classes offered. “It’s fun!” she jubilates. “It opens a huge door for a small business like mine.”

Vetting the products she carries remains a moving target. Her standards—the only constants—involve sustainability, recycled and recyclability content, low toxicity and VOC, and local, or at least U.S., production. “I ask our vendors all the difficult questions, like ingredients, or where things came from. There are many good products, but others that are questionable, and you have to dig deeper,” she explains.

Then the real work kicks in: educating her customers, who are understandably confused by claims and verbiage and jousting standards in the conflict of FSC vs. SFI and such.

(Natural Built’s wood is locally-produced and sustainably-forested FSC certified or from a rapidly-renewable species, including red oak, white birch, maple and lyptus, plus more in dozens of veneers.)

Confusing? “It’s not like shopping at Target,” she laughs. “We form relationships with our customers, helping them find the best products for their needs. The ‘right’ products are not only better for the environment, but Building-Products.com

RISING POPULARITY of enviro-friendly paints (upper) and flooring (lower) is, in part, driven by consumers with health concerns over traditional yet toxic or dusty alternatives.

long-lasting.” And discounted for customers who package their orders, such as bundling requests for kitchen flooring, countertops and cabinetry. Natural Built also will undertake the install and, of course, provides design assistance.

Free classes, held several times a month, facilitate the flow of info. They feature hands-on working with local clay (as in, plastering your walls) to eco-updates on the two most popular re-habs, kitchens and bathrooms. Some are led by Maloney, who also speaks to local outside groups. In addition, the classes utilize design/build professionals, who can educate on solar electricity or ways to conserve energy.

Bottom line: They underscore the ease of going green. “It’s not about sacrifice!” Rachel instructs.

Not by a long shot—at least, not anymore. This is not Ralph Nader’s dreary kitchen. You’ve come a long way, baby, to quote the tagline for a cigarette we no longer smoke. Nowadays, kitchen surfaces carom from gorgeous bamboo and lino in stylish colors to glittering recycled glass—“countertops that are pretty! Products that don’t look ‘green,’ but simply look beautiful. They fit any lifestyle from traditional to contemporary and offer more opportunities for original statements than the granite everyBuilding-Products.com

body else is doing”—an environmental no-no which must be trekked in from abroad.

Natural Built also offers its unique “wood from the hood”—flooring and more, fabricated from culled boulevard elms—“and what could be more local and green?” she asks. While the company doesn’t carry roofing or windows, personnel are equipped to steer clients to good eco-sources, including outlets sponsored by Habitat for Humanity.

“Paint,” Mahoney recommends, “is such an easy entry point, and inexpensive.” So are gadgets, great to small, such as her battery-free flashlights and Adirondack chairs fashioned from former milk cartons.

Natural Built makes a point to make its presence know by participating in shows such as the local Green Expo in spring and the Eco Experience at the annual State Fair, where the company has built a house every year for the past five seasons. “Over 350,000 people pass that building. It’s an amazing thing,” she says, “an eye-opening experience.

People ask us, ‘Why are you here?’ and ‘Why buy this?’

We’re doing so much education and can show what products look like to people from all walks of life.”

The holdout—no surprise—is often the small contractor, who digs in his heels and fights learning something new— “the last people to embrace the trend,” in her experience.

“But we offer free classes to get them to understand and feel comfortable. On the other hand, the A&D (architecture and design) people are an aware community, and we’ve just hired an outside salesperson to address them. They’re early adapters.”

Commercial accounts are signing on, too. The company has just supplied glass countertops for a new Microsoft Corp. facility in Fargo, N.D., and facilitated energy-saving rehabs of several local restaurants, where, Maloney testifies, “the savings add up quickly.”

The company presently employs four full-time and four part-time people, whom Maloney has chosen “based on talent. They embrace our philosophy but are not versed in product knowledge. Instead, I like staffers who are excited and share that enthusiasm with our customers.” Vendors offer them occasional PK training, as do new Internet courses, which allow studying on a staggered-time basis.

“The current slowdown has offered us an opportunity to streamline our procedures and put in better systems for inventory and ordering, enabling one person to do the job of two,” Maloney indicates.

Yet, the bleak economic picture hasn’t put much of a dent in her business, which, she says, has grown every year while maintaining comfortable margins. “People are more price-conscious today, so we’ve added some products with a lower price point. But we also explain the possible tradeoffs, ‘dark green’ vs. ‘light green.’ It all goes back to educating the consumer.

If they’ve heard of bamboo flooring but their choice comes vinyl-coated, we might say, ‘Do you want your kid picking up Cheerios off vinyl?’ and show them an alternate option.”

That’s called win-win. And that’s why Natural Built Homes foresees a steadilygrowing slice of the pie.

Carla Waldemar cwaldemar@comcast.net February 2011  The Merchant Magazine 

15

PRODUCT Spotlight Special-sized OSB

Sizing up non-standard-sized OSB O

SB PRODUCERS CONTINUE to go beyond the standard size—4 ft. wide and 8 ft. tall, at 7/16” thick—to solve a variety of building challenges.

Each non-standard size has its advantages. Extra-thin panels—as little as 1/4” thick—are lighter and less expensive, so they are suitable for underlayment and other applications.

However, most structural uses require thicker panels.

Most manufacturers also offer panels up to 1-1/8” thick. “Common applications for thicker panels are performance-rated sheathing and floor panels, which are typically produced with tongue-and-groove edges for easier installation,” says Marilyn LeMoine, market communications director at APA-Engineered Wood Association. “Thicker panels are also used as sheathing for engineered shear walls and horizontal diaphragms designed to resist high wind and seismic loads.”

Longer and wider panels are becoming increasingly popular.

Georgia-Pacific can supply custom panels up to 8 ft. wide and 26” long, which are used in structural insulated panels (SIPs), panelized roof systems, modular floors, and in the manufacture of recreational vehicles.

The larger panels can be manufactured at the former Grant Forest Products mills in Earlton, Ontario, and Allendale, S.C., which G-P acquired in May 2010, along with an unfinished OSB mill in Clarendon, S.C. Once market conditions improve, G-P hopes to complete the unfinished construction and begin operations there.

Ainsworth also hopes to increase its offering of taller panels, once it acquires the remaining 50% interest in the Footner mill in High Level, Alberta, that it co-owned with Grant Forest Products. Although the mill has been shuttered for the past two years,

16

BIG TIME: LP’s LongLength OSB sheathing is engineered for vertical installations in wall applications.

Ainsworth hopes to reopen the mill when the market improves.

“Once the deal is approved, we would still need to hire crews and ramp up production,” says John Murray, manager of marketing and communications at Ainsworth. “The mill has the world’s largest single-line continuous press, which means it could manufacture larger panels with far less waste.”

More common, particularly with the trend of higher ceilings in residential construction, are 9’ and 10’ long panels for wall and roof sheathing. LP Building Products has been producing taller panels since January 2009.

Named LP LongLength, the panels are

 The Merchant Magazine  February 2011

installed vertically instead of horizontally so the sill plate can be tied to the top plate with only one panel. The result is sturdier walls, fewer seams, less opportunity for air infiltration, and no need to cut and install fillers or blocking materials.

“With LP LongLength, builders can use one solid piece of OSB vertically, which means construction is simpler and the home is stronger,” says Judy Musgrove, LP’s OSB marketing manager.

According to APA’s LeMoine, taller panels have also become popular in regions where high-wind exposures require engineered shear walls to also resist wind-uplift loads. “These panels can protect structures against airborne debris and provide code-mandated resistance to wind pressures on exterior walls.”

RoyOMartin supplies one such product, named WindBrace, which is a full 1-1/8” taller than standard OSB panels. The extra height eliminates the need to install metal connectors, threaded bolts, and blocking and filter strips—substantially reducing material and labor costs.

Stronger, more stable walls are also a plus in seismically actives areas. To meet these challenges, RoyOMartin’s StructWall and StructWall XL are designed to minimize racking and shifting during seismic activity, and flex and absorb shock under extreme conditions. StructWall XL comes in 8’ 1-1/8”, 9’1-1/8”, and 10’1-1/8”. That extra 1-1/8” allows one continuous panel to connect each walls’ bottom plate to the top plate.

When constructing walls higher than one-story, taller sheathing adds rigidity. Next to large window and door openings, it allows wall-bracing segments as narrow as 16”—without the use of any special components or connectors.

Building-Products.com

84 Closes Yards, While Vowing to Expand 84 Lumber Co. has temporarily mothballed its truss plant in Chandler, Az., and permanently closed lumberyards in four other states, while simultaneously securing federal loan guarantees to eventually grow its business.

Its adjacent store in Chandler will remain open and continue to design and sell trusses, but for now will order them from a third party.

Stores in Oklahoma City, Ok.; St. Toledo, Oh.; Waveland, Ms., and Augustine, Fl., were permanently closed.

At the same time, 84 Lumber received $20 million in loan guarantees for debt restructuring with the

promise that it would enable the addition of 400 jobs in its home state of Pennsylvania over the next three years.

Company spokesman Jeff Nobers said the company plans to add jobs to its new business units as they continue to grow. The new units include installation services for windows, insulation and siding, and commercial construction of college dorms, apartments, and shopping centers.

“Single-family housing will continue to struggle,” said Nobers. “You’re constantly looking at how you’re doing things, whether it’s store staff or markets.”

Price Remains Key to Green Acceptance While green homes are generally perceived as expensive to build or purchase, a recent survey found that consumers and builders believe that reduced prices on building materials will help these homes become more affordable.

According to the NAHB Research Center survey, 59% of consumers and 75% of builders indicated that the costs of materials and products for green homes must be reduced.

“It’s encouraging for us to see that consumers and builders are taking a stronger interest in green housing concepts,” said Tom Halford, general manager-contract sales & marketing for survey co-sponsor Whirlpool Corp.

“We need a combined voice of manufacturers, builders and volunteer organizations to continue helping the general public see the benefits of green building. Their collective input is valuable to us as we work to overcome the hurdles that are pointed out in the

survey.”

Another change consumers claim is needed to make green homes affordable is an increase in incentives for sustainable building and remodeling.

Of all respondents, 53% felt that increasing incentives for homeowners would help with green home affordability, and 36% suggested increasing incentives for builders. Most consumers (69%) believe state and federal governments should both provide incentives for purchasing green products. Among builders, 40% support incentives for both homeowners and builders.

The survey showed that 77% of consumers feel that green homes are at least somewhat, if not very, important to them, with their primary reasons being: the positive impacts on the environment, the long-term financial savings, and the health benefits for the family.

TREATERS

DEALER Briefs Dixieline ProBuild has closed its store in Poway, Ca., due to “market dynamics.”

The store is located just blocks from the site of a proposed Lowe’s.

Arrow Lumber has applied to add a 7,200-sq. ft. hardware store at its Port Townsend, Wa., lumberyard.

Orchard Supply Hardware’s

store in Fresno, Ca., suffered $50,000 to $75,000 in damage in an early morning Jan. 5 fire, which presumably began under a cash register.

Lowe’s applied to build a 153,152sq. ft. store in Newbury Park, Ca.; should break ground next month in Carlsbad, Ca., and expects a January 2012 opening in Oxnard, Ca. Home Depot began shipping Dec. 14 from its new 667,000-sq. ft. rapid deployment center in Ontario, Ca. The chain also expects to break ground early this spring on a new home center in Grants Pass, Or., and applied to build a second store—89,000 sq. ft. with 13,400-sq. ft. garden center—in Thousand Oaks, Ca. ProBuild, Denver, Co., redesigned probuild.com with new features and functionality, including advanced search capabilities for specific products and services.

Anniversaries: Economy Lumber Co., Campbell, Ca., 75th … Forest History Society, 65th … Paul’s Ace Hardware, Scottsdale, Az., 55th … Ace Hardware , Yerington Nv., 40th … Western Woods Inc. , Chico, Ca., 40th.

WITH INTEGRITY, TAKING CARE OF TOMORROW’S NEEDS TODAY

ACQ ACQPreserve • Borates D-Blaze® Interior Fire Retardant Heat Treating ISPM 15 Compliant • Custom Drying Rail Served BNSF • TPI Third Party Inspected FSC Certified SCS-COC-002513

909-350-1214 15500 Valencia Ave. (Box 1070), Fontana, CA 92335 Fax 909-350-9623 • email – sales@fontanawholesalelumber.com

www.fontanawholesalelumber.com Building-Products.com

February 2011  The Merchant Magazine 

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Ukiah Dealer Shutting Down Ukiah Valley Lumber, Ukiah, Ca., will close at the end of this month.

The business opened as Bittenbender Lumber in 1933, when Lloyd Bittenbender built the store with timbers salvaged from a sawmill that shut down during the Great Depression of 1929.

After several changes of ownership, Warren and Kathleen Lewis bought the business in 1993 and changed the name to Ukiah Valley Lumber. Business was good, even when big boxes began appearing in the valley.

Things began to change in 2008, said Warren Lewis, when “the housing market began its downward spiral and the contractor business began to dry up. Next came bad housing loans, foreclosures and the mortgage problems, all of which contributed to building coming to an almost complete standstill.”

New Store Replaces Best Valley Lumber & Hardware opened Jan. 10 in Mesquite, Nv., just nine months after Best Lumber closed at the same location. Tom Hayes, Best’s general manager, is the new owner.

“We offer basically the same things that Best Lumber had before they closed,” said store manager Colby Moore. “We want to have all different types of installation and offer delivery depending on the size of the order.

Paint, plumbing, electrical, flooring, tools and hardware—it’s just a downsized store.”

Supplied by Do it Best, the new, smaller store is geared for home improvement. “We offer a full line of lumber products, pave stone, and concrete block,” said Hayes. “We’re open for business now, and we’ll have a grand opening in the near future.”

Clary Lumber Moving to Former Lewis County Mill Clary Lumber Products will lease the former Lewis County Forest Products’ sawmill in Winlock, Wa., from NW Log Sales.

Myers Woodline, Sheridan, Or., will continue to handle all lumber sales.

Clary plans to move its current sawmill operation to the new facility in March and produce industrial and dimension lumber recovered from pulp logs. The company will continue to run a reman operation at its current location in Winlock.

Sonora Mill Modernization Reaches Halfway Mark Sierra Pacific Industries expects a May restart for its sawmill in Sonora, Ca., which is being retooled so it can also accept smaller logs.

About 130 workers will be hired— about the same number the mill had before it shut down in 2009.

The modernization will also allow the facility to produce a wider variety of products, including fir and pine construction timbers and more finished boards.

SPI built most of the new equipment itself, at its plant in Anderson, Ca.

SUPPLIER Briefs Capital Lumber, Phoenix, Az., has relocated its Tangent, Or., DC to a 40,000-sq. ft. warehouse on three acres in Woodburn, Or. Bow Hill Mill Co ., Burlington, Wa., restarted its cedar mill Feb. 7, five months after a fire destroyed its custom edger.

PulteGroup will shutter its Pulte Building Systems LLC component plant in Tolleson, Az., by August.

The facility, opened in 2003, manufactures doorframes, window frames, mouldings and trusses.

D.R. Johnson Lumber’s

sawmill in Riddle, Or., will be down for at least a month after a Jan. 9 fire damaged equipment in the edger portion of the mill.

Las Plumas Lumber & Truss, which filed for bankruptcy 15

months ago, sold its former lumberyard in Riverside, Ca., to aluminum products wholesaler Rexco , Ontario, Ca., for $3.3 million.

Premier Lumber , Spokane Valley, Wa., suffered damage to its sawdust hopper and building in a Jan. 25 fire.

Officials traced the origin of the blaze to the engine of a large truck that was housed in the building.

Cedarsource Manufacturing Inc., Portland, Or., has installed a new industrial sander.

iLevel by Weyerhaeuser distribution centers serving California, Colorado, Oregon and Utah are now offering the Rosboro X-Beam, the only full framing-width stock glulam in an architectural appearance.

Snavely Forest Products is now distributing prefinished ceiling and wall products from Synergy Wood Products in Denver, Co., and five other regional markets.

Boise Distribution, Salt Lake City, Ut., is now distributing Versatex Trimboard in Utah, Nevada, Idaho and Wyoming.

GAF Materials Corp. is now offering a limited lifetime warrany on every GAF laminated shingle it sells.

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 The Merchant Magazine  February 2011

Building-Products.com

MOVERS & Shakers Bob Brass, ex-LowGradeLumber, has launched BJB Milling & Lumber, Eugene, Or. Eric Marr has been named mgr. of Alpine Lumber, Durango, Co., replacing Bill Bader, who has retired after 32 years in the industry. Lou Ulrich is now assistant mgr.

Bob Scanlon, general mgr., Consolidated Pine, Prineville, Or., has retired after 40+ years.

Grady Mulbery has joined Roseburg Forest Products, Roseburg, Or., as v.p. of composite manufacturing, based in Atlanta, Ga. Mark Allen is the new plant mgr. at Roseburg’s Missoula, Mt., particleboard mill.

Lisa O’Kelly, ex-Lumber Yard Supply, is a new account mgr. for Capital Lumber, Spokane Valley, Wa. Al Schuler has retired after 11 years as research economist for the USDA Forest Service.

Victor “Vic” Grizzle was named executive v.p. for Armstrong Building Products.

Kelly Hibbs has been promoted to v.p. and controller at Boise Cascade, Boise, Id., succeeding Bernadette Madarieta, who has resigned. Changes in Boise’s new sales, marketing and technical team for Canada include: Chris Reiten, ex-BMC Select, now general mgr.-Canada; Pedro Da Silva, Montreal, P.Q., national marketing mgr.; Steve Flett, ex-Taiga, area mgr., B.C.; Erik Andersen, area mgr., Atlantic Canada; Darren Chambers, ex-All-Fab, area mgr., Prairies; Marko Merhar, exTaiga, area mgr., Ontario; Jon Balingit, Toronto, software trainer; Dom Lavoie, Montreal, professional engineer, and Maria Stefanescu, Toronto, professional engineer.

Peter Johnson, ex-PricewaterhouseCoopers Consulting, has joined the Sustainable Forestry Initiative, Washington, D.C., as managing director, office of sustainability.

Michael K. Brown has been promoted to chief information officer and

executive v.p. of Lowe’s Cos., replacing Steven M. Stone, who has left to pursue other interests.

Manfred Seitz is retiring at the end of next month as chairman, president and c.e.o. of Robert Bosch Tool Corp. Terry Horan becomes president and c.e.o. April 1.

Robert B. Clemence and Louis A. Oleksy, Jr. have been promoted to v.p.s of sales for Hyde Tools.

Edward “Butch” Baumann, owner of Rim Forest Lumber, Rim Forest, Ca., was named 2010 Outstanding Citizen of the Year by the Lake Arrowhead Communities Chamber of Commerce.

Morris and Sandy James and Lillian and the late Joe Lovato, founders of Hadlock Building Supply, Port Hadlock, Wa., were nominated as Business Leaders of the Year by the local Chamber of Commerce.

Pryce S. Wright is the new purchasing mgr. at Mungus-Fungus Forest Products, Climax, Nv., according to co-owners Hugh Mungus and Freddy Fungus.

Trinity River Lumber Company

Northern Californiaʼs newest state-of-the-art sawmill opens its doors February 2011.

We will specialize in wane-free home center products in either green Douglas fir or a true white fir, in lengths 8ʼ to 20ʼ.

FSC will be available by request. Other products include: • 2x4 S4S green Douglas fir • 4x4 through 4x12 timbers • Stud lengths will also be available.

We can also handle all of your rail or trucking needs with next day delivery in most areas in Northern California.

1375 Main St., Weaverville, CA 96093 Sales (530) 623-5561

Building-Products.com

February 2011  The Merchant Magazine 

19

FAMILY Business

By Bernard Kliska

Firing a family member I

firing a long-term employee is difficult, try firing one who is a family member. As daunting as the task may be, sometimes it’s necessary.

Any major firing threatens to disrupt a business, creating fear, anxiety and shifting alliances among employees. But the disconcerting and disruptive ripples from firing a family member may spread throughout the family as well. Handling this difficult matter properly can limit emotional damage to the family and business. With good communication and a few procedural tips, it can also strengthen them.

Prevention is always the best strategy. Because most terminations have long roots, it’s advisable to know as early as possible whether a family member is developing into a healthy plant or troublesome weed. The cultivating of prospective family members should begin before they enter the business. Avoid promising any future position. Constantly reinforce the value that performance, not family status, always determines a person’s position in the company. No one is owed any position—even after they’re in it. If termination becomes necessary, the ordeal will be easier for everyone if these values have been firmly established.

Regular and honest performance reviews are essential. Although people disagree about their automatic use, “360˚ reviews,” which solicit input from both subordinates and superiors, are an excellent tool for family business members. Not only do such reviews help ensure the objectivity that is so difficult when reviewing family members, but if termination eventually becomes necessary, they provide important backup that can help defuse emotional reactions.

Unfortunately, even the most conscientious prevention strategies don’t offer foolproof protection when a family member must be fired. If that day F YOU THINK

20

of reckoning arrives, there are several ways to help everyone through it.

Keep clear the separation between business and family. It’s difficult to profess the family values of love, loyalty and all-for-one-and-one-for-all while delivering a pink slip. The person receiving the notice may understandably have difficulty believing that those values still include him, but those values should still be clearly stated. Although for the ultimate good of all family members (including the terminated person) the business must come first, firing a family member from the business does not mean firing him from the family. An unsuccessful manager still remains an important parent, sibling, son, daughter or uncle.

An uncomfortable fit for the business does not have to mean an uncomfortable fit for the family. If a family affair is coming up, discuss it and state that you and everyone else hope the person will participate. Ask if there is anything you or others can do to make him more comfortable. If he refuses to talk about it, schedule a time to check back and keep that commitment.

Offer an honorable out. Consider offering the person a face-saving resignation. It won’t cure an injured ego, but it can help. Avoid saving his ego by putting him into another position unless you genuinely believe that such a move is for the company’s benefit.

Offering an honorable out must not short-circuit open, frank discussion of family issues and performance.

Use your directors wisely. Use the board for insulation, advice and support, not as a weapon, excuse, surrogate or proxy. While it’s usually better for the family if the recommendation for termination comes from the board, avoid hiding behind that. Make it clear that while the board has recommended termination, you have made the final decision. Remember, you want to enhance communication and the family relationship. This requires honesty.

 The Merchant Magazine  February 2011

Have an impartial third person present during termination. Sometimes a consultant can promote clear, effective communication and help navigate the anger, shame, denial and sadness swirling around the room. In an emotionally charged atmosphere, it takes more than good intent to make sure the important things are said, heard and remembered. Research shows that strong emotions significantly distort memories and recall. A third person can help keep the emotions in check while acting as an impartial witness in case disputes later arise over what was said.

Be alert for family brushfires.

Every family has alliances and tensions, often subtle or covert. Know how they affect the family and how they may affect the business. It is impossible for family members to perceive all the emotional and strategic ramifications of a termination. An outside consultant can help anticipate and handle alliances and tensions. A family map or genogram is useful in planning the termination interview.

Charting each family member going at least a generation back and then identifying their alliances, tensions, similarities, differences and emotional patterns gives a clear picture of how each person is likely to respond. The genogram will provide ideas for how to avoid and handle problems and to bolster egos ahead of time.

Firing a family member may feel like the ultimate paradox in a family business, but by handling it clearly, honestly, and with consideration and compassion, both family and business can emerge from the ordeal even stronger.

– Bernard Kliska is an associate of the Family Business Consulting Group, Marietta, Ga. He can be reached at (800) 551-0633 or kliska@efamilybusiness.com.

Reprinted with permission from Family Business Advisor, a copyrighted publication of Family Enterprise Publishers. No portion of this article may be reproduced without permission of Family Enterprise Publishers.

Building-Products.com

OLSEN On Sales

By James Olsen

The moment(s) of truth M

happen in sales. Establishing early how we want our relationships to go is essential to a profitable and happy sales life.

Start with your first sentence. “Hello, my name is Jeremy Profitmaker. I work with ABC Distribution. We sell lumber in your area. What kind of lumber do you buy?”

Keep the introduction simple and ask a question. (The person asking the questions controls the call.)

When selling face-to-face, other basic preparation includes: • Card in left, shake with right. Eye contact and firm handshake please.

• Simple introduction.

• Ask the prospect to sit.

• Begin asking questions.

• Most sellers ramble in their introduction. Simple introduction, then questions.

OMENTS OF TRUTH

Side-Stepping and the Non-Answer Answer When customers side-step even a simple question, it is our opportunity to establish what kind of relationships we will have.

Us: “How much of that do you buy per month?”

Customer: “A fair amount.”

This is what I call a non-answer answer. If we let it (side-stepping our question) pass, we are establishing that it is okay. And it is not okay. What kind of relationship would we have with our spouse if, when we ask where they are going, they respond, “Out”? We cannot allow our customers to establish this kind of relationship with us either.

When we ask a question, no matter how simple, we cannot move on until we get an answer.

Why doesn’t the customer want to respond? What are they hiding? Like the detective who almost gets run over by the car at 3:00 in the morning, it only happens when he is getting close to finding the killer (order). If the customer obfuscates, all the more reason to ask more questions.

If we let the answers to simple questions slide, we are complicit in our own demise at closing and for the balance of the relationship.

Giving Price and Closing Price should be given at closing only. Why give price if customers are not ready to buy? To have our price shopped? This does not work for us. We should do everything in our power to construct our sales calls so that we give price at closing only.

Master sellers construct sales conversations where pricegiving and closing happen simultaneously. A “quotron,” for

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 The Merchant Magazine  February 2011

example, might say, “Hi, John. I’ve got a car of 92-5/8”. It is rolling, and I can get it into you at $250. What do you think?” All information has been given. Are we information dispensers? No! Instead consider: Us: “Hi, John. We just bought a block of 20 studs. We can work with you on trims and shipment. We’ve got a heck of a price. How many can you use?”

Customer: “What’s the price?” (A question about price is a buy sign. We have constructed the conversation so that interested customers will give us buy signs. This is a great way to get into more sales conversations versus quotronic information dispensing.)

Us: “The price is the icing on the cake, John. How many can you use?”

Or… “The price is fantastic. If we agree that the price is fantastic, how many can you use?”

Eventually we have to give the price. But we have made the giving of the price an event—something of value. And when we give the price, we ask for the order!

The moment of truth of our sales career happens every no. Quotrons so fear the no they don’t ask. Some sellers ask once. Closers ask several times in different ways. The sellers getting all the business ask multiple times per closing call. Set five times as a goal.

Firing Non-Profitable Customers Setting a deadline for how long we will work non-profitable accounts is key to sales growth. (Especially the marginally profitable!)

Prospecting + Firing non-profitable accounts = Sales growth Our biggest moment of truth is when we decide that we are worth more than we are being paid. Master sellers upgrade their account base continually.

Struggling sellers hang on to customers (even those who abuse them) too long and only prospect in emergencies.

Some master sellers are born; most spawn from a moment of truth, an AHA! moment, where they enter the World of No Excuses. It’s when they decide, it’s 100% up to me.

James Olsen Reality Sales Training (503) 544-3572 james@realitysalestraining.com Building-Products.com

GREEN Retailing

By Jay Tompt

Hunting for a universal green products database

I

SOUND LIKE my grandpa, but today’s green merchandisers never had it so easy.

Back in my day—2005—there were few residential green building programs or product standards to consult.

Online lists and databases of verified products were sparsely populated and behind the market. When I was asked to develop a green merchandising program, it was a challenge we met only by doing lots of extra work vetting products ourselves and assembling our own database. Though our methodology would be easy for non-experts to implement, the burden on a typical merchandising department would be too great.

Thankfully, the last several years have seen tremendous maturation in the green building sector. The trails have been blazed and today’s merchandise managers have a growing number of information resources at their disposal.

But trails are trails, and until sustainability is a fully mature, mainstream superhighway (ironic choice of metaphor, I know), successful merchandisers must still invest time in evaluating their green product choices.

There is still no universal green product database. On the other hand, there are a small number of valuable online resources that make the process of identifying “greenest in class” products a little easier.

The GreenSpec database from BuildingGreen.com has been one of the most trusted sources of green product information for years. The editors evaluate products against their own stringent criteria and avoid accusations of bias or favoritism by not accepting advertising or listing fees. It’s not a comprehensive list, but the products listed are often best in class. BuildingGreen also offers news and analysis, making it a valuable resource that every dealer and distributor in the green building space should utilize regularly.

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 The Merchant Magazine  February 2011

In the recent past, a common criticism of green building rating systems organizations is that they also failed to provide relevant product information. The National Alliance of Home Builders is creating a database of products that its Research Center has evaluated and approved for use in its National Green Product Standard program. However, it is virtually useless at this stage, with a clunky interface and only a handful of products listed.

On the other hand, the GreenHomeGuide.com, founded in 2003 and acquired by the U.S. Green Building Council in 2008, is not a simple directory of products. The site is based on expert advice delivered as focused “Know How” pieces, or as answers to inquiries in the “Ask a Pro” section. This kind of contextual information about products and materials can be extremely valuable for gaining knowledge about the category, alternatives, performance, and installation issues that simple databases will not provide.

While it offers no product directory, per se, it does link to the GreenSpec directory.

There are other product lists and directories worth a look, too. Product certifying organizations such as Scientific Certification Systems (www.scscertified.com) list certified products on their websites. But the need for reliable, transparent product information is huge and still largely unmet. New online directories have emerged to try to fill the gap. One of the best designed attempts to provide a LEED-oriented directory of products is EcoScoreCard.com, but it’s still too young to be comprehensive.

Green building culture values transparency and thirdparty verification, which has led to greater focus on life cycle analysis (LCA) and environmental product declarations (EPD) as a standard method for manufacturers to communicate the sustainability profile of their products. If widely adopted, such standardized product data would make development of a universal database feasible. That’s exactly what’s needed in order to create mainstream scale at the retail end of the green building supply chain.

Jay Tompt Managing Partner William Verde & Associates (415) 321-0848 info@williamverde.com Building-Products.com

Ipé Flowing Again from Brazil Redwood Empire sister company Exmam (Exportadora de Madeiras Amazônica Ltda), Belem, Brazil, has resumed production, due to improving market conditions.

The operation, purchased by Pacific States Investment Group in 2001, allows Morgan Hill, Ca.-based Redwood Empire to remain in the forefront as the only U.S.-owned and operated ipé producer and exporter in South America.

Empire, DeWalt Break Pact

TRINITY RIVER LUMBER’S new state-of-the-art line features head rig, three edgers, trim saw, and chain transfers.

Trinity River Fires Up Rebuilt Sawmill Trinity River Lumber Co., Weaverville, Ca., starts up its rebuilt sawmill this month, 17 months after a devastating fire.

The new state-of-the-art facility will specialize in wane-free home cen-

26

ter products in either green Douglas fir or a true white fir, in lengths 8’ to 20’.

FSC will be available by request.

Other products include 2x4 S4S green Douglas fir, 4x4 through 4x12 timbers, and stud lengths.

 The Merchant Magazine  February 2011

DeWalt and Empire Level are discontinuing the DeWalt branded line of professional box levels designed and manufactured by Empire.

Although the products reportedly have sold well since their launch one year ago, an Empire competitor— Stanley Tools—acquired DeWalt during 2010.

Empire president Jenni Becker said, “We’re disappointed that this agreement didn’t work out as planned, but we certainly understand that a partner who becomes a direct competitor through acquisition is an untenable situation, and we’re pleased that an amicable resolution has been reached.”

Building-Products.com

deal was arranged so payments will come from company profits, rather than costly bank loans.

“We think that’s in the best interest of the business, rather than strapping it with some kind of a debt burden that may or may not be reasonable,” Orem explained.

“If we were to sell out to some outof-town company,” he continued, “we would no longer exist regardless of who bought us. We were really interested in continuing Jerry’s as it has been, and employee ownership was the best way to do that.”

Jerryʼs Converts to ESOP Jerry’s Home Improvement, with stores in Eugene and Springfield, Or., has become a federal Employee Stock Ownership Plan company.

“For our family, it was difficult to move in this direction, but we think it’s the right thing to do and we feel really good about the benefits to our team members,” said Dennis Orem, who will remain c.e.o. and answer to the same board of directors.

Employees of the 50-year-old company will eventually have to pay the Orems for the company, but the

Old World Craftsmanship In Today’s Designs

Hand Hewn Distressed Timbers Geo. M. Huff Lumber Company is now offering Hand Hewn Distressed Timbers in a variety of sizes, shapes and lengths.

All our distressed beams are WCLIB grade stamped and will meet structural and architectural applications. All are hand tooled and can be ordered with custom stains and Old World finishes.

We can supply timbers to any specification, whether it is Dense, Free of Heart Center, #1/Btr, Select Structural, Green or RFV Kiln Dried.

When a plan calls for exposed posts and timbers, count on us to provide you with a product that will last a lifetime.

Combine our selection of Douglas fir timbers along with our skilled milling staff and you’ve got one of the best resources in Southern California.

HUFF LUMBER COMPANY SANTA FE SPRINGS, CALIFORNIA

800-347-4833

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 The Merchant Magazine  February 2011

SUPPLIER Briefs Trimco Millwork parent Hoff Cos., Meridian, Id., paid $4 million for a 6-acre warehouse site in Aurora, Co.

Creatus Wood Products , Ontario, Ca., had its CreatusWood Premier fire retardant primed fingerjoint redwood siding successfully evaluated for conformity with California Building Code, Chapter 7a wildland building code requirements for fire resistive standards for exterior wall siding and sheathing.

EcoBlu Products , Vista, Ca., has obtained the rights to incorporate Hartindo AF21 fire inhibitor in its WoodSurfaceFilm treatment.

Jewett-Cameron Trading Co ., North Plains, Or., authorized a

stock repurchase plan to acquire up to 350,000 common shares, representing about 17% of its outstanding shares.

Last year, the distributor repurchased 376,112 shares.

Timber Products Co.’s particleboard plant in Medford, Or., achieved California Air Resources Board Phase 2 level compliance for its industrial, underlayment and door core products.

TP’s mills in Grants Pass, Or., and Corinth, Ms., also manufacture CARB Phase 2-certified hardwood plywood.

Rmax was chain-of-custody approved to use FSC-certified wood for its nailable-base insulation products.

Dow’s building insulation products have been recertified by the Cradle to Cradle certification program.

CanWelBroadleaf is now distributing Ainsworth Engineered pointSIX Durastrand Flooring and Boise Cascade’s engineered wood products throughout Canada.

Fiberon now offers two new multichromatic decking colors—Castle Gray and Tudor brown for Horizon composite decking and Spanish Cedar and Jatoba for Outdoor Flooring PVC decking.

AZEK Deck now comes in two new colors—Silver Oak, resembling weathered teak, and warm, golden Cobre.

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KAHLE On Sales

By Dave Kahle

The stealth cause of lackluster sales H

ERE ’ S AN ISSUE

sales managers confront all too frequently. You just introduced a new product. At the sales meeting, the salespeople seemed excited. Yet, it is three months later, and nothing’s been sold. What’s up?

Or, you work with a salesperson in the field and identify some skill that seems poorly developed, such as “asking better questions.” You point it out to the salesperson, provide some examples, and ask him to work on it.

The next time you work with him, there is no improvement. Why’s that?

Or, your company has just invested in a major upgrade to your CRM system. The salespeople must use the system to record every sales call. Yet, four months into the system, some are not yet complying. What’s going on?

In each example, leadership wants a change in behavior and some, or most, of the salespeople aren’t changing. Clearly, if they would just do some things differently, they and the company would be better off. Why don’t they?

In this economy, where things are radically different then they were just a couple of years ago, the ability to change in positive ways in response to the rapidly changing economy environment is the fundamental success skill for individuals and organizations.

Yet, over and over again, we— salespeople, sales managers, and sales leaders—all struggle with making changes that we know we should make. Why is that?

The answer is what I call the gap

between idea and action. We often have the right idea, but it doesn’t get translated into action as effectively as anyone would like. In my work as a sales consultant and sales educator, I have discovered that this is the ultimate challenge, the biggest obstacle to overcome—the stealth reason for mediocre results.

It’s not the only reason most salespeople aren’t as effective as they could be. The most common reason is ignorance. In other words, they just don’t know how to do their jobs better. In every industry, the majority of salespeople have never been exposed to the best practices of their profession. They just don’t know what it means to be an effective professional salesperson. Since they have no standards by which to compare their efforts, they default to relying on being “nice guys,” developing relationships, and hoping those relationships hide their lack of sales skills.

With most salespeople, the first step to better performance is to educate them on the best practices of their professions, so they know what it means to be an effective salesperson.

For a handful of salespeople, somewhere between 5% and 20% of the sales force, that’s sufficient. They will

take the good ideas—the best practices they have discovered—and apply them to their routines, improving their competence and confidence, and creating markedly better results.

But what about the 80% to 95% for whom exposure to good ideas is not sufficient? For the vast majority of salespeople, why is there a gap between idea and action? That brings us to the dirty little secret of selfimprovement. There’s a price you must pay to change your behavior and become more successful. And the reason there’s a gap between idea and action is that most people aren’t willing to pay the price. The price is time, energy and, most importantly, the emotional cost of stressing yourself out of your comfort zones.

I recently accompanied a salesperson on a sales call in which he had planned to present a major new program. The salesperson talked for over an hour and managed in that time to mention two minor features in the 10item program. The sales call was a waste of everyone’s time—the salesperson’s, the customer’s, and mine.

What happened? The salesperson was perfectly capable of presenting the program. But he didn’t. Why not?

The salesperson had an image of

himself as the “knowledgeable guy.”

Therefore, he found every stray bit of conversation as an invitation to expound on something else. He spent the hour talking because it made him feel good to live up to his image of himself. He never presented the program, because to do so would be to impinge on his self-image. He could no longer be the expert if he was talking about something that was new to him. To do something different would be uncomfortable, the cost too great.

No matter what changes the company wanted, his self-image—the image he is comfortable with—was going to be in play.

This particular salesperson was not alone in this situation. He merely exhibited an example of a phenomenon for which we are all culpable.

This conflict between what we know to do and what we actually do cuts a wide swath among the human race.

We rarely make these decisions consciously. It is not an act of will.

Rather, it is an emotional pull on our need to remain within our comfort zones. The key phrase in the example above is “made him feel good.”

We all develop comfort zones— habits, routines and practices for which we have developed some com-

fort. It makes us feel good.

When we’re called on to change our behavior to something that is clearly a more effective, more desirable practice, the cost of confronting the “feel good” comfort zones is often too much. In perhaps every company with whom I have worked over 20+ years of sales consulting and sales training, the stealth cause of sales problems was, in one way or another, the emotional pull of comfort zones.

So, what to do? Resign yourself to sliding down the hillside of slowly diminishing sales results and hope you hold out long enough to retire?

Or, do you decide to tackle the issue head on, driven by a commitment to make the most of your position or your organization?

If you decide to take the next step in personal or organizational development, to ferret out the stealth cause of a lack of sales growth, then I have some ideas for you.

The core strategy is to change the equation. Right now, you or your salespeople “feel good” when you are in your comfort zones. To make a change in what you do causes discomfort. The equation looks like this: (Please turn to page 35)

HUMBOLDT CRAB FEED Photos by The Merchant Magazine

HUMBOLDT HOO-HOO Club hosted its 39th annual Crab Feed Jan. 20 in Eureka, Ca. [1] Marc Weaver, Dusty Destruel, Tom Von Moss, Mike Spengler. [2] Kevin Henley, Troy Turner. [3] Harold Phenix, Gary Gamble. [4] Kirk Dusenberry, Steve Page, Jim Tolleson. [5] Miguel Gutierrez, Korey Little. [6] Joe Allotta, Ed Brown. [7] Tod Kintz, Shawn Cundell. [8] Michael Green, John Gilfillan, Denny McEntire. [9] Jerry Ensworth , Matt Ensworth, James Denfelsen. [10] Wendy Kelly, David Jones, Ashley Kemp. [11] Kristen Lockhart. [12] Bob Palacioz, Gail &

32

 The Merchant Magazine  February 2011

Don Sharp, Joni & Ron Hanson. [13] Rich Graham, Frank Schmidbauer, Larry Holmgren. [14] Stacey Jones, Alan Oakes. [15] Edgar & Jan Massoletti. [16] Jerry Farley, Gene Pietila. [17] Chris Brown, Lisa Trout, Tom Czlapinski. [18] Michael Wood, Larry Stonum. [19] Mike Shorten, Jerry Mosier. [20] Mark Kinsey, Tim Brennan. [21] George Hammann, Jean Henning, Mike Carey.

(More Crab Feed photos on next 2 pages)

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HUMBOLDT CRAB FEED Photos by The Merchant Magazine

CATCHING UP at the Crab Feed (continued from previous page): [1] John Klar, Ken Cortes. [2] Bill Scott, Gil Sissons. [3] Lo Ren Justice, Jeff Tornai. [4] Dave Dahlen, Ren Reinke. [5] Mark Borghesani, George Albertson. [6] Doug Willis, Tim Hummel, Chris Skibba, Carl Henoch. [7] Kay Johnson, Claire Marie. [8] Matt Slade, Rand Huffman, Ken Dunham. [9] Jeff Ward, Steve Culbertson, Mike Mayfield. [10] Jim Mackall, Mike Baker.

[11] Tony & Liby Titus. [12] Rick Deen, Charlie Brittain. [13] Jim Russell, J.J. Johnson. [14] Norm Carlin. [15] Rhiannon & Conrad Wood, Valerie Scoggin.

(More Crab Feed photos on next page) Building-Products.com

February 2011  The Merchant Magazine 

33

HUMBOLDT CRAB FEED Photos by The Merchant Magazine

MORE CRAB FEED (continued from previous 2 pages): [1] Bruce Burton, Erika McNamara, Joel Hamel, Erica Jensen, Tanka Chase. [2] Alan Boyd, Kevin Paldino, Josh Dean. [3] Julie Wright. [4] Michael Ross, Gary Island, Rich Giacone, Bob DeWald, Ernie Burton. [5] Mike Bruner, Steve Bruner.

[6] Tom Miller, Jim Lewman. [7] Glen Eicher, Tim Masterson. [8] Danny Sosa, John Davis.

[9] Clyde Jennings, Russ Britt.

34

 The Merchant Magazine  February 2011

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Cause of Lackluster Sales (Continued from page 31) Current behavior = comfortable feeling New behavior = uncomfortable feeling Change it so that it looks like this: Current behavior = uncomfortable feeling New behavior = likelihood of more comfortable feeling In other words, the pain of not changing has to be greater than the cost of changing. I’m 100%, absolutely, unequivocally convinced that most people don’t change until they become discontented with their current state of affairs. In other words, if you are going to change your behavior, you must develop and deepen some discontent. If you are going to facilitate the change in your salespeople (or anyone else, for that matter), you must develop and deepen discontent.

Thomas Edison said, “Restlessness and discontent are the necessities of progress.” Nathaniel Hawthorne said, “The world owes all its onward impulses to men ill at ease. The happy man inevitably confines himself within ancient limits.”

If you are concerned about improving your personal performance, start this process by setting some specific measurable goals that require you to become someone better than you are.

Share them with the people around you, so they can hold you accountable.

Specifically detail, in words and pictures, what you’ll gain by achieving the goals—and what will happen if you don’t.

If you are a leader of salespeople, you have more tools at your disposal.

Start by creating powerful goals for sales behavior and creating and communicating specific performance expectations. On a regular basis, recognize and reward those salespeople who most effectively make the changes. Have frank and uncomfortable discussions with those who don’t.

Consider revising the compensation plan to directly reward more effective sales behaviors. And those employees who most stubbornly resist your efforts to move them to more effective sales practices should be helped to find a more suitable position.

– Mr. Kahle is a sales consultant, trainer and author. Reach him at (616) 4519377 or via www.davekahle.com.

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February 2011  The Merchant Magazine 

35

INDUSTRY Trends

By Bill Nocerino, Forest2Market

2011 Lumber Forecast

The future looks better, but proceed with caution W

2011 HAVE IN STORE for the lumber industry? Questions like this are difficult to answer even when the economy is healthy. When the economic data has been sending mixed signals, however, wading into the forecasting arena can be treacherous. Now, more than almost any time in our history, John Kenneth Galbraith’s observation that “the only function of economic forecasting is to make astrology look respectable” rings true.

Mixed signals abound in the current economy. We saw an uptick in construction spending at the end of the year, albeit a small one. Unemployment tracks downward, though job creation is far from the level needed to make real improvement in the unemployment rate. This tension between good and not good enough is the theme for Forest2Market’s 2011 forecast. We expect a better year for the industry than 2010, but recovery will be painfully slow at times, continuing into 2012, 2013 and perhaps even 2014.

HAT DOES

Housing Starts

The struggling housing market is the primary reason for the tone of this forecast. According to Standard & Poor’s, the nation now has a 44-month inventory of distressed properties (up from 40 months previously), with a principal balance of $450 billion.

And this number is not likely to head in the opposite

36

 The Merchant Magazine  February 2011

direction any time soon. Foreclosures topped 1 million in 2010. We expect they will be closer to 2 million in 2011.

Recently, large banks were forced to declare foreclosure moratoriums in order to amend processes and procedures that had been called into question. Those moratoriums were temporary, however, and homes that have been in litigation limbo are starting to flood the market again. As many as 250,000 of these homes are likely to trudge through the foreclosure process in the 1st quarter of 2011.

By most accounts, home prices are expected to fall another 5% to 10% over the next year. “Declining housing prices can—rather perversely—discourage home buying,” noted housing expert Gary Shilling. “The remaining home equity of those with mortgages would be wiped out on average. That, in turn, would impair already-depressed consumer confidence and their willingness and ability to spend, to say nothing of residential construction.”

This decline will ultimately lead to more homeowners being underwater. Unfortunately, many homeowners who are either unemployed or looking to relocate will find themselves with even fewer options and choose to walk away, thus feeding this vicious cycle.

How does all of this negative information relate to housing starts? Many appear to be ignoring much of the negative news. Some reports, for instance, have suggested that

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housing starts will be near 800,000 by the end of 2011, a 50% increase over last year. As much as we would love to see that, we think it is wildly optimistic.

The two main problems we are facing in housing are high unemployment and an overabundance of inventory on the market. Neither seems to have any marked improvement on the horizon, with inventory numbers continuing to grow. Unsold inventory is 80% above its historical norm at 3.7 million units. Even in a healthy housing market, it would take time to work that inventory down to a manageable level. In reality, people are choosing to stay in their homes and make improvements instead of upgrading to bigger houses. House shoppers face increased scrutiny and down payment requirements. This environment of strict lending is not going away any time soon after the hard lessons the banking industry learned and the litigation still looming over predatory lending. That will eliminate “marginal” buyers and limit financing to upper-tier borrowers.

That being said, Forest2Market’s latest Economic Outlook shows that housing starts in 2011 will average 625,000 annually, about 100,000 above 2010’s level. Not until the last four months of 2012 will the number of starts crest the 800,000 mark (see chart above). From there, we have more ground to cover before we reach a sustainable replacement level for housing of 1.3 million starts annually.

GDP

In addition to starts, GDP projections are pushing the recovery further into the future. Our outlook for GDP shows stronger than expected growth through 2nd quarter 2011 (see chart on next page). Projections for this period have improved, in part due to the Tax Relief, Unemployment Insurance Reauthorization & Job Creation Act of 2010, which was signed into law Dec. 17. This legislation removed uncertainty about tax rates from the market and added some additional tax cuts that are likely to spur spending by both businesses and consumers.

Even though we project an uptick in GDP through the 2nd quarter, this trend will be short-lived. By 4th quarter 2011, GDP will contract, starting the second leg of a double-dip recession. While changes in legislation and monetary policy, as well as global events, have the potential to influence GDP going forward, we expect a second recession of approximately nine months, one that starts in October and ends in July 2012. By the end of our 24-month forecast period, GDP growth will return to the 2% level, setting the stage for more growth into 2013.

Lumber Industry Outlook

How will the broader economic outlook affect the lumber market in 2011? Industry performance in 2010 holds

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February 2011  The Merchant Magazine 

37

some clues.

Using southern yellow pine as a barometer, for dimensional lumber grades #1-4, the average weighted price moved from $252 in Dec. 2009 to $263 at the end of 2010. Price changes were mixed, with almost as many dimensions/grades increasing as decreasing. All dimensions of #4 increased, while all dimensions of #3 decreased. Grades #1 and #2 were a mixed bag of ups and downs. Looking solely at price, the numbers indicate that not much has changed in the market year over year. While following an upward trend, that trend is moderate.

The real story is found beyond the numbers, by focusing on the supply chain. Last year at this time, sawmills were facing a log shortage. Due to the recession, mills decreased inventory to minimal levels. Then, as the busy spring season approached, exceptionally wet winter weather made it difficult for mills to source the logs needed to meet demand. Lumber prices spiked and pushed lead times out weeks and sometimes months.

The spike in lumber prices and increased lead times produced the illusion that demand had improved. The truth, however, was that buyers had adjusted to a life of “just-in-time” purchasing. They were caught off guard by the abrupt change, and a wave of panicked buys flooded the market.

Buyers saw lead times stretched from days to weeks and then, in some cases, months. Forced to buy whatever they

38

could find, buyers were unable to counter the prices being offered. The drastically reduced number of trucks on the road and new demand from the federal housing tax credit joined the log shortage to create the “perfect storm” that ruled the market.

This chain of events will not repeat itself in 2011. The factors preventing the type of run up that characterized the market last year include the fact that mill inventories are healthier this year (due to a stronger-than-forecasted 4th quarter) and that the supply of logs at mills will be sufficient to meet demand (helped by favorable weather and log prices). Instead, we predict modest growth for 2011, growth that will be driven by increased sales volume and improving market stability.

Seasonal patterns in demand dictate our forecast for growth in lumber prices this year. Following long-term trends, we expect prices to rise in response to increased demand during the busy spring season, then retreat once that demand disappears.

Contrary to popular belief, even after the many closures we saw during the Great Recession, too much production capacity is still an issue at all levels of the supply chain. Manufacturers running on one shift can easily add second and third shifts, increasing capacity dramatically as they chase higher prices. When demand starts falling, however, higher production levels lead to oversupply, and prices plummet. We expect 2011 will follow

 The Merchant Magazine  February 2011

this long-term pattern as well.

One difference between 2010 and 2011 is that, for the most part, lumber buyers will be able to buy “just in time” throughout the year. This will allow companies to turn product quickly and keep inventory at or close to market. This will be a welcome relief after the wild ride we experienced in the first half of 2010.

Forest2Market’s Economic Outlook is based on tested, comprehensive econometric models. What these models tell us is that many hazards lie ahead for the U.S. economy and the lumber industry, any one of which could easily derail the fragile recovery. At the same time, any one of these obstacles could be removed, leading to better outcomes. During the last part of 2010, we saw obstacles being removed from the economy.

As a result, the outlook for the next 24 months looks better than it did just a few months ago. Unemployment numbers are improving. GDP growth is stronger. Starts are increasing. Even during the second leg of the recession, negative GDP growth will not be as severe as we once thought. All of this supports the view that the worst news is behind us. And who knows?

Perhaps the stars will align and the economy will recover even faster.

– Bill Nocerino manages sales of Mill2Market, Forest2Market’s weekly lumber price report/benchmark service. Reach him at bill.nocerino@forest2market.com or (704) 540-1440.

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IN Memoriam James “Jim” Barr, 82, former coowner of Barr Lumber, Los Alamitos, Ca., died Dec. 1 in Palm Desert, Ca. He joined the family business in 1952, selling his interest and retiring in 1994. He also served as secretary for LACN predecessor, the Lumber Association of Southern California.

Harold “Hal” Saltzman, 85, founder of American International Forest Products, Beaverton, Or., died Jan. 15.

He played professional baseball in between tours of duty with the U.S. Marines during World War II and the Korean War. He then began his 30year lumber career, topped by forming AIFP in 1964 and later selling the business to Forest City Trading.

Bill Woodfin, 61, manager of Boise Cascade’s Kinzua Resources mill in Pilot Rock, Or., died Dec. 26 in Portland, Or. Mr. Woodfin began his lumber career in the early 1970s, when he started work at Edward Hines Lumber, Burns, Or. He was the third generation

of his family to join the company.

In 1983, he became general manager at a sawmill and co-generation plant in North Powder, Or. He went on to manage mills in Morton and South Bend, Wa., before joining BC in 2002.

He also served as president of the Western Hardwoods Association from 2005 to 2007, after working as secretary and vice president.

Louis A. “Lou” Kellison, 101, longtime manager for Copeland Lumber Yards in Chiloquin and Klamath Falls, Or., died Jan. 7 in Klamath Falls.

He joined Copeland’s Chiloquin yard in the 1930s, working his way up to manager. He relocated to Klamath Falls in 1950, retiring in 1972.

Forest Winston “Pete” Holford, 91, retired foreman for Boise Cascade, Inchelium, Wa., died Jan. 1 in Inchelium.

He began his industry career with Lincoln Lumber Co., staying on after the mill was acquired by Boise Cascade in 1959.

Douglas Cody “Doug” Cochran, 44, outside salesman for Alpine Lumber, Aurora, Co., died Jan. 26 in Englewood, Co. He joined Alpine first in Loveland, Co., before relocating to Aurora.

James Vaughn Brucks, 34, former yard supervisor for Calaveras Lumber & Ace Hardware, Angels Camp, Ca., died Jan. 10 in Angels Camp.

William “Bill” Fishman, 83, retired home center consultant and former columnist for The Merchant Magazine, died Dec. 19 in San Diego, Ca. He launched Marketing Services, Cleveland, Oh., in 1971 and relocated to Southern California in 1977. He served as director of education for The Building Show and National Home Center Show. He teamed with Joe Samulin to present marketing workshops. His column, “Home Center Merchant,” ran in The Merchant from 1980 to 1990, when he became a corporate marketing executive.

After retirement, he served as a marketing consultant part-time, counting Carpeteria and Standard Brands among his clients.

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39

Vaagen Defends Restarting Midway Mill Boundary Sawmill Inc. has hired Vaagen Brothers Lumber, Colville, Wa., to operate the Midway, B.C., sawmill it is acquiring, but International Forest Products is charging that restarting the shuttered facility would jeopardize its mill in Grand Forks, B.C., which relies on the same log supply.

Vaagen reportedly is positioning the mill to not compete with Grand Forks, but instead targeting Midway’s output to Australian markets. Vaagen said they already have orders they are unable to fill.

But Interfor’s regional manager, Andrew Horahan, said the two facilities would be competing for the same limited fiber. “We are after exactly the same log supply,” Horahan said.

“To imply that we would not be competitors, I strongly disagree with.”

Boundary is buying the mill from Fox Lumber Sales. For years, both Midway and Grand Forks were operated by Pope & Talbot. The mills, said Horahan, “did so unsuccessfully until they ran out of fiber and went bankrupt. There is not enough fiber

for two sawmills in this area.”

Vaagen anticipated running experimental lines in the spring, with actual production to begin by the fall.

Loweʼs Trims at the Middle Lowe’s will lay off 1,700 middle managers and hire 8,000 to 10,000 part-time, weekend sales workers to boost customer service at peak sales times. The company will end up with more workers than before, but the new workers will probably be paid less and qualify for fewer benefits.

Spokesperson Chris Ahearn said that the company is trying to streamline by eliminating specialized managers that were added during recent expansions. The cuts will be spread fairly evenly throughout the chain’s 1,725 stores, which will lose one manager and gain four to eight parttime, weekend sales associates. Laidoff managers are eligible to apply for the new part-time jobs, but won’t automatically receive them.

The managers who keep their jobs could see pay cuts, said Ahern, as manager and assistant manager posi-

Montana Lumberyard Pays It Forward Some say it takes a village to raise a child, teaching valuable skills to the next generation.

Western Lumber, a Do it Best member located in Chester, Mt., certainly subscribes to this theory.

“We wanted to show that, with training, students with little or no construction experience can build a quality product,” says store manager Reynier Malan. “Contractors usually construct the sheds we have for sale, but we wanted to give local students a chance.”

And even though the nearest hardware store is 50 miles away— or perhaps because it is—community involvement like this impresses the locals and can only help business.

To get the job done, Western contacted Gail Shatkus, who runs the career & technology program at Chester-Joplin-Inverness High School. “The community is rural and agricultural,” says Malan.

“The school draws from a wide area.”

Western got the ball rolling by delivering a completed shed to the

40

school, plus building materials and tools. Using the completed shed as a guide, students made measurements and created detailed computer drawings. During construction, students received hands-on training in a wide variety of building skills.

“This was the first time that CJI students followed the design and build process to complete a finished construction project,” says Malan. “I wish they had offered this type of training when I was in school.”

Western was so pleased with the student-built shed that it donated a cordless tool set to the high school’s CTE program. It also presented tools to the top two students on the project.

Now, Western would like to have students build a greenhouse—just as soon as the weather cooperates and a model can be completed. “We have pretty serious winters here,” says Malan.

“But we intend to continue working with local students.”

 The Merchant Magazine  February 2011

tions are shuffled. Some could also see pay raises, she said, depending on how their job status changes.

Ace Plays Name That Store The owners of two Ace Hardware stores outside Denver, Co., are holding a contest to name their third store, scheduled to open this spring in Colorado Springs.

Nick and Kirby Kuklenski, owners of Mile High Ace in Federal Heights and Uintah Gardens Ace Hardware in Colorado Springs, will present a $1,000 shopping spree to the winner of the naming contest.

Weyco Completes Rail Sale Weyerhaeuser, Federal Way, Wa., has finalized its sales of six shortline railroads to Patriot Rail Corp.

In the West, the sale includes the Columbia & Cowlitz Railway, operating over 14 route miles in southwest Washington, and the Patriot Woods Railroad, with over 23 route miles in southwest Washington and direct connection to the Columbia & Cowlitz.

The other four lines cover more than 120 miles of track in Mississippi, Oklahoma and Arkansas, primarily serving Weyerhaeuser and International Paper Co. mills.

Toro Adds Outdoor Lighting Toro Co. has acquired outdoor lighting manufacturer Unique Lighting Systems, Escondido, Ca., to merge into its Toro Irrigation Systems division, based in Riverside, Ca. Unique’s owners, Nate Mullen and Randy Weisser, and a team of designers are among the 30 employees who will be retained, transferring to Riverside over the next 18 months.

Wood Chemicals Rebound Rising performance and environmental issues are driving demand for greener and superior-value wood preservatives, according to a new report by Global Industry Analysts.

After plummeting in 2008 and 2009, U.S. demand for wood preservatives appeared to have bottomed out and began to show signs of recovery in 2010. The U.S. market for wood preservative chemicals is forecast to reach $567.4 million by 2015.

Landscape products are predicted to be the fastest-growing end-use segment through 2015, although industrial applications for creosote and pentachlorophenol should still dominate the U.S. market.

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Wholesale Industrial Lumber

LUMBER SERVICE

1321 N. Kraemer Blvd. (Box 879), Anaheim, Ca. 92806 Fax 714-630-3190 (714) 632-1988 • (800) 675-REEL 3518 Chicago Ave., Riverside, Ca. 92507

(951) 781-0564

www.reellumber.com 42

DeckLighting Systems now offers three different lighting kits, which can be used independently or in unison on stairs, rails, and posts.

LED three-beam spotlights use 80% less energy than incandescent bulbs, create less heat, and are safer for children and pets. Photocell technology automatically turns lights on and off, as needed, to save even more energy.

A choice of white, black, or antique bronze blends with nearly any deck or patio.

 WWW.DECKLIGHTINGSYSTEMS.COM (888) 305-4232

(888) 329-7428

REEL

Spot Lighting Decks

 The Merchant Magazine  February 2011

At Reel Lumber Service, we supply domestic and foreign hardwoods.

Our products and services include: • Hardwood Lumber & Pine • Hardwood Plywood & Veneers • Melamine Plywood • Hardwood Moulding (alder, cherry, mahogany, MDF, maple, red oak, paint grade, pecan hickory, white oak, walnut, beech) • Milling (moulding profiles, S2S, SLR1E, SLR2E, & resawn lumber) • Woodworking Accessories (appliques, ornaments, butcher blocks, corbels, etc.)

• Woodworking Supplies (deft finishes, color putty, adhesives, etc.)

O

ur products are widely used in interior finish carpentry, furniture, cabinetry and hundreds of industrial and manufacturing applications. We stock a complete line of complementary products to complete virtually any woodworking or millwork project.

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WHAT YOU WANT. WHEN YOU NEED IT. Dimension Lumber Treated Products Domestic

Timbers Green & K.D. Export

Glass Wall Install Spearhead’s glass clamp is designed to support 1/2” and 5/8” tempered glass panels around a deck or patio.

The clamps can be installed three ways: core drill, base plate, or surface mount. Manufactured of structural aluminum, the clamps are also available with a brushed steel finish.

 WWW.DIVERSEGLASSCLAMPS.COM (888) 674-5288

Enduring Railing Railing Dynamics’ new Endurance porch rail installs with hidden brackets.

The railing combines the low maintenance of vinyl with the security of aluminum reinforcement. An aluminum top-center channel is designed for easy installation of wiring for lighting or speakers.

Further customization is provided by several baluster styles and multiple top cap options.

 WWW.RDI RAIL.COM (877) 420-7245

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Manke Lumber Company is familyowned and has been serving the needs of the lumber industry since 1953. We take pride in milling and stocking quality lumber in a full range of commodity sizes and larger dimension timbers. We also answer your market needs for a wide variety of treated lumber products.

Our forest products are milled from carefully harvested Northwest trees ready for distribution to you—on time and at the right price.

Located in the Port of Tacoma, we have ready access to deep water shipping, rail heads or trucking terminals for longer haul loads. Manke operates its own fleet of trucks and is at your service for straight or mixed loads by truck, rail or sea.

We manufacture primarily Douglas fir and western hemlock, including • 2x4 thru 2x12, Lengths 8-20’ • 3x4 thru 3x12, Lengths 8-26’ • 4x4 and wider, Lengths 8-26’ • 6x6 and wider, Lengths 8-26’ • 8x8 and wider, Lengths 8-26’ • Timber sizes up to 12x12

Manke Lumber Company Call 1-800-426-8488 1717 Marine View Dr., Tacoma, WA 98422

Phone 253- 572-6252

Fax 253-383-2489

www.mankelumber.com February 2011  The Merchant Magazine 

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Electric Brad Nailer An electric nailing gun from Arrow Fastener can fire up to 2” 18-gauge brad nails.

Made of high-impact composite plastic, the EBN320 R.E.D. features an ergonomic soft-rubber grip to reduce user fatigue.

It also has a slide-load magazine, 10’ cord, LED guide light, and rotating belt hook.

 ARROWFASTENER.COM (800) 776-2228

Recycled Resin Framing EcoStud Track and Stud System from Superior Polymer can qualify for up to five LEED green credits.

Constructed of 100% recycled resin, the lightweight framing products are easy to handle, impervious to water, and resistant to mold, mildew, and insect damage.

They also work well with most insulation products, including fiberglass batts, blown-in cellulose, or rigid foam board.

 SUPERIORPOLYMER.COM (906) 337-3355

Bonding Experience Zinsser’s Bondz primer is formulated to bond any topcoat to hard-to-paint surfaces.

The fast-drying modified acrylic formula is low-odor and low-VOC. It provides adhesion to hard, dense interior and exterior surfaces such as fiberglass, tile, glazed brick, aluminum, laminate, and galvanized steel.

 WWW.ZINSSER.COM (800) 323-3584

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 The Merchant Magazine  February 2011

In Your Corner USG’s Sheetrock paper-faced plastic bead can be used to create crack- and chip-resistant corners.

Easier to cut than metal, the bead is made of paper tape laminated to composite plastic that resists scuffing from sanding.

 WWW.USG.COM (800) 9874-4968

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PVC Railing Extras Illusions Vinyl Rail Systems has added two new options to its Grand Illusions line of extruded PVC railing products.

Color Spectrum offers 35 basic colors, plus infinite colormatching capabilities.

Vinyl WoodBond combines the look of lifelike walnut, rosewood cherry and mahogany woodgrain with the promise of low maintenance.

Both options are available in four panel styles, plus two styles of stair rails and gates.

 WWW.ILLUSIONSVINYLRAILING.COM (800) 338-3362

Colorful Bamboo Flooring Teragren’s Portfolio bamboo flooring is now available in 10 colors, including two handscraped versions.

The collection features microbevel ends and edges, a sevencoat aluminum oxide/polyurethane finish, and fold-down locking system for easy installation.

The flooring qualifies for two LEED credits.

 WWW.TERAGREN.COM (800) 842-9477

Tool Power Centers Modular tool counters from Walls + Forms help create point-ofsale merchandising counters in varying lengths and configurations.

The 30”x42” counters come in 4’, 5’, and 6’ sections with a 30”

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corner unit. Options include a lighting system, rear cabinet drawers, and more shelves.

 WALLSFORMS.COM (972) 745-0800

February 2011  The Merchant Magazine 

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Hidden Deck Fasteners National Nail’s CAMO hidden deck fastening system can be used to install all kinds of deck boards, from treated wood to hardwoods and composites.

Included are proprietary screws, a specially designed driver bit, and CAMO Marksman tools.

 WWW.CAMOFASTENERS.COM (800) 968-6245

Insulated Sheathing Styrofoam structural insulated sheathing from Dow Building Solutions reportedly provides structure, water resistance, and thermal insulation in a single product.

When used as structural bracing, the product can be installed continuously, or intermittently with another insulation sheathing.

Both methods meet the requirement for continuous insulation, which addresses thermal shorts and prevents air filtration.

 WWW.BUILDING.DOW.COM (866) 583-2583

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 The Merchant Magazine  February 2011

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IBS 2011 Photos by The Merchant Magazine

INTERNATIONAL BUILDERS SHOW, sponsored by the National Association of Home Builders, was Feb. 8-11 in Orlando, Fl. [1] Wayne Hilton, Jon Bailey. [2] Dustin Schroeder, Brett McCutcheon, Chuck Hotze. [3] Al DeVasto, Rick Kapres, Chris Hedlund. [4] Alan Stoneking, Brian Orchard, Chuck Casey, Jim Boyd. [5] Greg Phillips, Gary Maulin.

[6] Kris Anderson, Taylor Baker. [7] Garnett Douglas, Ken Goodnough, Joel Adamson. [8] Richard Wallace, Russell Richardson, Digges Building-Products.com

Morgan. [9] Joe Holt, Peter Staal. [10] Craig Combs, Joanne Funyak, Paul Bush. [11] Aron Pritchard, Nisha Vyas, Steve Kennedy. [12] Jessica Philippe, Alan Oakes, Kari Kolb. [13] Mark Reum, Travis Jungers, Kelli Bergen, Tommy Mayhew. [14] Curtis Walker, Tom Merkert, Mark Carroll, Mike Tichenor. [15] Dan Beaty, Rick Sanders, Craig Young, Judson Moore. [16] Carl McKenzie, Mike Hain, Lawrence Newton, Rob Pavlik.

(Continued on next two pages) February 2011  The Merchant Magazine 

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IBS 2011 Photos by The Merchant Magazine

IBS (continued from previous page): [1] Peter Williams, David Levonick.

[2] Bob Sule, Jeffrey Hoffman. [3] Heather Crunchie, Victor Keller, Gael Mourant, Brenda Collins. [4] Frank Peterson, Lisa Martin, Kim Pohl, Kyle Loveland. [5] Kyle Lazon, Kaylynn Poplawski, Scott Cathcart. [6] Denny Rossi, Sunny Akarsu. [7] Bob Clark, C.W. Macomber. [8] Art Sutherland, Trudy Johnson. [9] Milledge Wells, Chris Shepherd, Joe Heltsley, Ear Shepherd. [10] Tony Saad, Albert Renaud, Benuit Jean, Jean Marc

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ď Ž The Merchant Magazine ď Ž February 2011

Dubois. [11] Ray Tassini, Noah Nichols, Ralph Bruno, Derek Watt. [12] David Lawson, Shelby Lentz, Roger Dankel. [13] Rich Jones, Kristin Zommer, Bob Goral. [14] Gary Bernstein, Jack Dalton, Ken Bernstein.

[15] Rosalie Leone, Miguel Rivera-Sanchez, Jessica Ferris. [16] Brent Gwatney, Joe Brooks, Gina Hardin. [17] Scott Schmidt, Carol Kelly. [18] Joel Cone.

(More photos on next page) Building-Products.com

IBS 2011 Photos by The Merchant Magazine

BIG BUILDERS SHOW (continued from previous two pages): [1] Brian Delbrueck, Chris Kollwitz, Thomas Fitzgerald, Bob Edwards, Ken Panitt.

[2] Alex Hines, Ron Cook. [3] Derek White, Mari-Lynn Welyk, Justin

Vogel, Asher Greenberg, Gina Duffy. [4] Neal Goodwin, Huck DeVenzio.

[5] Will Prichard, Brett Jacobs. [6] Chuck Anson, Brian Houpt, Mark Kalady. [7] David Smith, Mike Moran. [8] Peter Kotiadis.

THUNDERBOLT WOOD TREATING “We Treat Wood Right”…Quality Wood Treating Services Since 1977

www.thunderboltwoodtreating.com

Treating Services Only (TSO)

Central California Location 3400 Patterson Rd., Riverbank, Ca. 95367 Sacramento, CA

ACQ • CCA • BORATES D-BLAZE® • ACZA (CHEMONITE®)

Bob Palacioz, sales/marketing mgr. • bob@thunderboltwoodtreating.com (916) 402-3248 • Fax (916) 339-2477

Marine & Industrial Sales Miguel Gutierrez • miguel@thunderboltwoodtreating.com (209) 747-7773 • Fax (209) 451-0425

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Heat Treating • Drying Services (KD, KDAT) Marine Piling • Staining Service • Rail Siding (BNSF) Coating Service: MFI-SLO8 Marine Grade Spray Polyurea Coating

February 2011  The Merchant Magazine 

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HARDWOODS FOR THE HOLIDAYS Photos by LAHLC

LOS ANGELES HARDWOOD Lumberman’s Club honored Steve Ondich as Member of the Year during the group’s holiday meeting at Orange Hill Restaurant, Orange, Ca. [1] Steve & Heidi Ondich, Brooke & Mike Bohnhoff, Christa Bohnhoff. [2] Garrison Cox, Sandra Gill. [3] Lynne & Nathan Osborne. [4] Cassia & Sergio Korn, Bob Mitchell, Savi Bhim. [5] Tracey Gaither, Randy & Marti Porter. [6] Bruce &

50

Kathy Jauman. [7] Charlie Bohnhoff, Judy & Gale Daugherty. [8] Kevin Tranter, Alan Arbiso, Tammy Sarr, Luisa & Paul Davis, Tracey & Jim Gaither. [9] Phil Sarris. [10] Kit Rhom, Dan Bohannon. [11] Kathy & Bill Fitzgerald. [12] Alan & Debbie Van Deventer. National Hardwood Lumber Association rep Bob Mitchell flew in from Michigan to attend the event and, on behalf of the Hardwood Forest Foundation,

 The Merchant Magazine  February 2011

accept a $7,500 check that the club had raised from the 2010 Alan Bohnhoff Memorial Golf Tournament.

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ASSOCIATION Update Lumber Association of California & Nevada’s 2nd Growth group installed Chris Freeman, Ganahl Lumber, as its new president.

Other new officers are v.p. Terry Rasmussen, Jones Wholesale Lumber; secretary Danny Sosa, Pacific Wood Preserving; treasurer Johnny Pringle, iLevel by Weyerhauser, and memberat-large Jay McArthur, Ojai Lumber.

The 40-and-under group’s next meeting is May 3 at Knott’s Radisson Resort, Buena Park, Ca.

North American Building Material Distribution Association presents its annual University of Industrial Distribution March 7-10 in Indianapolis, In. Topics will include achieving inventory control, marketing and pricing strategies, hiring the right salespeople, and retaining good customers.

Moulding & Millwork Producers Association hosts its 48th winter business meeting March 23-26 at Wild Dunes Resort, Isle of Palms, S.C.

National Lumber & Building Material Dealers Association stages its annual spring meeting and legislative conference March 14-16 in Washington, D.C. Attendees will learn how to effectively communicate their positions on key issues to members of Congress, then meet with lawmakers and representatives of federal agencies.

American Fence Association’s first Fence Installation School, March 6-11 in Tulsa, Ok., will teach professional standards and best practices to new and less-experienced installers.

The course will cover safety, blueprint reading, tools, equipment, truck and trailer loading, site reading and layout, and working with concrete.

LOS ANGELES HARDWOOD Lumberman’s Club held its most recent meeting Jan. 13 in Fullerton, Ca. (Top photo, seated, left to right) Mike Bohnhoff, Phillip Sarris, Ken Bowlin, Jerry Lapin, Sergio Korn, Dan Bohannon, Walter Maas; (standing) Charley Bohnhoff, Kevin Tranter, Randy Lambert, Christa Bohnhoff,

Steve Ondich. (Lower photo, seated) Paul Pendergast, Steve Erickson, Alan Aribiso, Marty Fox; (standing) Jim Gaither, Steve Ondich, Dennis Johnston, Nathan Osborne, Bill Fitzgerald, Garrison Cox, Kevin Tranter, Randy Lambert, Charley James, Matt Barrass, Joe Canale.

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February 2011  The Merchant Magazine 

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CLASSIFIED Marketplace Rates: $1.20 per word (25 word min.). Phone number counts as 1 word, address as 6. Centered copy or headline, $9 per line. Border, $9. Private box, $15. Column inch rate: $55 if art furnished “cameraready” (advertiser sets the type), $65 if we set type.

Send ad to Fax 949-852-0231 or dkoenig@ building-products.com. For more info, call (949) 8521990. Make checks payable to Cutler Publishing.

Deadline: 18th of previous month.

FOR SALE

4,000 at 24¢ each 1,000 at $1.15 each

WANTED TO BUY

FACILITIES FOR LEASE

WEEKES FOREST PRODUCTS SEEKS ACQUISITION OPPORTUNITIES Weekes Forest Products, Inc., a financially strong wholesale distributor with eight profit centers located throughout the Upper Midwest and Florida, is interested in growing by acquisition of small- to medium-sized companies in similar businesses to our own. We sell lumber and building materials retailers, mass merchants, manufactured housing, and industrial accounts. If you would be interested in joining forces with us, please contact Steve Weekes at (800) 328-2890 or stevew@weekesforest.com.

Any conversation we have will be treated with the utmost confidentiality.

OFFICE & WAREHOUSE FOR LEASE: Northern California Sacramento region.

Approximately 2,000-sq. ft. office attached to 30,000-sq. ft. warehouse. Warehouse clear span height 20 ft. Office & restrooms ADA accessible. Warehouse includes three-man doors with large 20-ft. roll-up door. 220V power available.

Fire sprinkler system throughout. Truck shop facilities provided, including minor repair work, oil changes, steam cleaning, etc., at favorable rates. Ample truck parking space in back of facility. Office & 30,000-sq. ft. front warehouse available at .29¢ per sq. ft. If interested, please call Tom Williams, (530) 7422168, between 8 a.m. and 5 p.m.

HELP WANTED

HELP WANTED

Got your own copy?

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Call Heather at (949) 852-1990 HKelly@building-products.com

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 The Merchant Magazine  February 2011

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DATE Book Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plans to attend.

National Roofing Contractors Association – Feb. 14-18, annual expo, Las Vegas, Nv.; (847) 299-9070; www.nrca.com.

Southern California Hoo-Hoo Club – Feb. 16, dinner & meeting, Pomona Valley Mining Co., Pomona, Ca.; (760) 324-0842.

Los Angeles Hardwood Lumberman’s Club – March 10, golf tournament, El Prado Golf Course, Chino, Ca.; (626) 445-8556; www.lahlc.net.

Mountain States Lumber & Building Material Dealers Association – March 10-11, products expo, Denver Merchandise Mart, Denver, Co.; (800) 365-0919; www.mslbmda.org.

Remodeling Show – March 11-13, Portland Memorial Coliseum, Portland, Or.; (800) 374-6463; www.homeshowcenter.com

Roof Coatings Manufacturers Assn. – Feb. 16-18, international expo, Las Vegas, Nv.; (201) 207-0919; www.roofcoatings.org.

Tacoma Remodeling Expo – March 11-13, Greater Tacoma Convention & Trade Center, Tacoma, Wa.; (800) 374-6463; www.homeshowcenter.com.

American Architectural Manufacturers Association – Feb. 20-23, annual conference, Loews Coronado Bay Hotel, San Diego, Ca.; (847) 303-5664; www.aamanet.org.

Remodeling & Decorating Show – March 12-13, Los Angeles Convention Center, Los Angeles, Ca.; (818) 557-2950; www.thehomeshow.com.

Western Wood Preservers Institute – Feb. 21-22, winter meeting, Embassy Suites Downtown, Portland, Or.; (800) 729-9663; www.wwpinstitute.org.

Western Wood Products Association – March 14, annual meeting, Embassy Suites Downtown, Portland, Or.; (503) 224-3930; wwpa.org.

Oregon Logging Conference – Feb. 24-26, Eugene, Or.; (541) 686-9191; www.oregonloggingconference.com.

Greenprints – March 14-15, conference & show, Sheraton Downtown, Atlanta, Ga.; (404) 872-3549; www.greenprints.org.

Orgill Inc. – Feb. 24-26, dealer market, Orange County Convention Center, Orlando, Fl.; (800) 347-2860; www.orgill.com.

North American Wholesale Lumber Assn. – March 14-17, wood basics course, Starksville, Ms.; (800) 527-8258; www.lumber.org.

Colorado Springs Home & Landscape Show – Feb. 25-27, NorrisPenrose Event Center, Colorado Springs, Co.; (800) 374-6463; www.homeshowcenter.com.

Window & Door Manufacturers Association – March 15-17, legislative conference, Marriott, Washington, D.C.; (800) 223-2301; www.wdma.com.

WoodWorks – March 2, Wood Solutions Fair, Long Beach Convention Center, Long Beach, Ca.; (866) 966-3448; www.woodworks.org.

WoodWorks – March 16, Wood Solutions Fair, South San Francisco Conference Center, San Francisco, Ca.; (866) 9663448; www.woodworks.org.

Lumbermens Merchandising Corp. – March 2-4, annual meeting, Marriott World Center, Orlando, Fl.; (610) 293-7049; www.lmc.net.

Redwood Region Logging Conference – March 17-19, Redwood Acres Fairgrounds, Eureka, Ca.; (707) 443-4091; www.rrlc.net.

National Frame Building Assn. – March 2-4, frame building expo, Indiana Convention Center, Indianapolis, In.; (800) 557-6957.

Remodeling & Decorating Show – March 19-20, Fairgrounds, Costa Mesa, Ca.; (818) 557-2950; www.thehomeshow.com.

Lumber Association of California & Nevada – March 3, 2nd Growth meeting, Radisson Resort, Buena Park, Ca.; (800) 2664344; www.lumberassociation.org.

National Lumber & Building Material Dealers Association – March 21-23, legislative conference & spring meeting, Marriott, Washington, D.C.; (800) 634-8645; www.dealer.org.

American Institute of Timber Construction – March 4-5, annual meeting, Loews Ventana Canyon Resort, Tucson, Az.; (303) 7929559; www.aitc-glulam.org.

Material Handling Industry of America – March 21-24, annual expo, McCormick Place South, Chicago, Il.; (704) 676-1190; www.mhia.org.

Everett Home & Garden Show – March 4-6, Comcast Arena, Everett, Wa.; (206) 783-5957; www.westlakepromo.com.

Structural Insulated Panel Association –March 22-24, annual meeting, Hyatt, Greenville, S.C.; (253) 858-7472.; www.sips.org.

International Home & Housewares Show – March 6-8, McCormick Place, Chicago, Il.; (847) 292-4200; www.housewares.org.

Wood Moulding & Millwork Producers Association – March 2227, winter meeting, Wild Dunes Resort, Isle of Palms, S.C.; (800) 550-7889; www.wmmpa.com.

Superior Service, Products & Support 100% of the Time

Distributed By

P.O. Box 1802, Medford, OR 97501 • Fax 541-535-3288

(541) 535-3465 • www.normandist.com Building-Products.com

February 2011  The Merchant Magazine 

53

IDEA File Warm Fuzzies

Looking for an affordable mascot to become the friendly face of your business? Well, here’s the story of how a former stray cat has become the goodwill ambassador of the oldest Ace Hardware store in Colorado.

“People walk in and we say, ‘Hi, how are you?’” says Bill Ruth, owner of Offen Ace Hardware in Greeley.

“They say, ‘Where’s the cat?’”

Bill’s parents, Donald and Jo Ruth, bought the store from the Offens in 1963 and joined Ace Hardware two years later. Bill grew up working part-time at the store, then took over after his parents retired.

The cat showed up just when Bill decided that the store needed a “mouser” to catch the hungry critters attracted by bird seed sold at the store. Street-smart and agile, Miss Kitty was perfect for the job.

What he didn’t know is that Miss Kitty had a family, having entered the store looking for a safe, warm place to have her kittens. He found out when he sent her to the vet—a customer—for a checkup and spaying. “The little devil had her kittens in the back of the store,” says Bill.

“We looked and looked to find them.” Once the kittens were old enough, they were adopted by customers.

Nowadays, Miss Kitty usually resides in a cardboard box near the cash register that bears her name, so she’s always close by, to deliver a friendly purr or accept a scratch behind her ears. When she needs a change of pace, she often rides around the store on Ruth’s arm or shoulder. “She’s been a big part of the store,” says Bill.

ADVERTISERS Index For more information on advertisers, call them directly or visit their websites [in brackets].

Advantage Trim & Lumber [www.advantagelumber.com]..........33 Ainsworth [www.ainsworth.ca] ................................................30-31 Anfinson Lumber [www.anfinson.com]........................................19 BW Creative Wood [www.bwcreativewood.com] ........................36 Cal Coast Wholesale Lumber ........................................................39 California Redwood Co. [californiaredwoodco.com].........Cover II California Timberline [www.caltimberline.com] ............................4 C&E Lumber [www.lodgepolepine.com] ......................................39 Capital [www.capital-lumber.com]..........................................35, 51 Collins Companies [www.truwoodsiding.com] ...................Cover I Enduris [www.enduris.com] ............................................................8 Fasco America [www.fascoamerica.com]....................................41 Fontana Wholesale Lumber [fontanawholesalelumber.com].....17 GRK Fasteners [www.grkfasteners.com].....................................34 Huff Lumber ....................................................................................28 Humboldt Redwood [www.getredwood.com] ................................7 Keller Lumber .................................................................................18 Krauter Solutions [www.krauter-storage.com]............................49 Manke Lumber [www.mankelumber.com]....................................43 McFarland Cascade [www.mcfarlandcascade.com] .....................5 Mount Storm Forest Products [www.mountstorm.com].............35 Norman Distribution [www.normandist.com] ..............................53 Osmose [www.osmose.com] ..............................................Cover IV Redwood Empire [www.redwoodemp.com].................................27 Reel Lumber Service [www.reellumber.com] ..............................42 Regal Custom Millwork ..................................................................42 RISI [www.risiinfo.com/crows] ......................................................50 Roseburg Forest Products [www.rfpco.com] ..............................29 Royal Pacific Industries .................................................................46 RoyOMartin [www.royomartin.com] .............................................23 Screw Products [www.screw-products.com] ..............................54 Simpson Strong-Tie [www.strongtie.com].........................Cover III Swanson Group Sales [www.swansongroupinc.com]................21 TAMKO Building Products [www.evergrain.com] .........................3 Thunderbolt Wood Treating [thunderboltwoodtreating.com] ....49 Trinity River Lumber ......................................................................19 Van Arsdale-Harris Lumber Co. [www.vanarsdaleharris.net] ....37 Viance [www.treatedwood.com] ...................................................25 Wahoo Decks [www.wahoodecks.com] .......................................26 Western Red Cedar Lumber Assn. [www.wrcla.org].............44, 45

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 The Merchant Magazine  February 2011

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