Merchant Magazine - March 2013

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SH:rtss$

Your Market Demands... Swanson Responds.

A customer approached us with a problem, he needed a radiant barrier panel.. but the job spec called for veneer plywood and not OSB. After consulting with mill management and our overlay supplier - sales had an answer. Yes, we can do this.

The result is TruBlock, a radiant barrier veneer panel that reduces attic temperatures and saves on energy costs. lt also has the superior strength, stiffness and performance of Douglas-fir plywood. Our customers ask - and Swanson responds.

Swanson Group Sales is now producing 2x4 and 2x6 Premium at their Glendale OR sawmill. The grade follows the light to no wane spec that is favored by discriminating buyers everywhere. When appearance is criticaltry Swanson Group's 2x4 and 2xO Premium.

When the market calls for a better producl... Swanson delivers.

By Alan Oakes

Liar, Liar, pants on fire

f, s evenvrutNc coMES in threes, my hope is that my first three travel adventures of .C1,2013 bring to an end my mishaps for the year. My first event cost $800 and 17 hours of travel time-after which I never arrived in Eureka. Ca.. for the Humboldt HooHoo Club crab feed. Unlike Archimedes, the pilot could not find his way in the fog.

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

I had something happen to me the other day that made me think abour how much lying we see in business. Sometimes people just cannot face you and tell you outright why they did not do something you were expecting. The trouble is so many of these lies are so transparent it creates a pattem of distrust that is difficult to overcome in future negotiations or contact. In a recent suryey,25Vo of executives admitted to lying at work and 39Vo confessed to exaggeration.

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

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

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

But, just as at Enron, if you create a culture from the top down that says nothing stands in the way of business results and personal gain, that everything and anything is okay, and that cheating and lying, both internally and extemally, are acceptable methods of conducting business, be careful. Just ask old Bernie Madoff!

I look forward to being in the safety of my office for the next two weeks, but happy trails to you.

Alan Oakes, Publisher aioakes@aol.com

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By Charlie Jourdain, California Redwood Association

Redwood 33Buy America n" campaigns

/--loNsulteR pRIDE rN American-made products has \-zreturned, with a lesson for manufacturers: quality, quality, quality. In an age where brand loyalty can shift with the perceived best price for the product, we have our work cut out for us to not only help consumers give themselves permission to invest in American-made products, but to applaud their faith in the quality of the products that cannot be grown anywhere else in the world.

Today's consumer is used to abundant selection when purchasing just about anything-even building products for their home improvement projects. Thanks to eye-opening reports, like the ABC News "Made in America" series from 2011, the trend is shifting to more awareness of the product's origins and a preference for items original to America. For example, Walmart has a $50 billion "Buy American" campaign for things made and grown in the

U.S. that boost our economy and quality of life.

One example of quality that's uniquely American: redwood. This entire species, Sequoia sempervirens, is grown, harvested and manufactured along a strip of Northern California coast. Redwoods have grown here since before the first settlers set foot on this land. Thanks to the strictest forest management standards, our member companies proudly nurture and grow the most protected commercial timber species in the world. Moreover, they plant more trees than they harvest, ensuring there will be redwood trees both to enjoy and harvest for future generations.

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

The people who grow redwood are not only proud of where it's grown, but its quality and eco-friendliness. The hardiness and natural benefits of redwood make it an ideal material for outdoor living. Other manmade products market themselves as equal to the task, but is it really true, or just marketing?

That's the question we found ourselves asking as some composite/plastic decking alternatives came to market promoting their supposed environmental qualities. So we commissioned a Life Cycle Analysis study comparing redwood decking to composite decking. To read an executive summary of the LCA study, visit www.rootedintruth.org. The results clearly show that the energy needed to manufacture and transport composite decking has a huge environmental cost in terms of carbon footprint or global warming potential when compared to naturally grown and American-made redwood decking.

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

HOMEGROWN California redwood decking can be the perfect centerpiece of "Buy American" sales efforts. (All photos courtesy CRA)

deck when choosing a naturally grown product over something manmade, I'd humbly argue that redwood has a huge edge on new, relativelyuntested products. Grown in one of the world's healthiest forest systems, redwood is decay-resistant and easy to work with. A renewable resource, recyclable (unlike composite decking), redwood absorbs and traps carbon dioxide even after harvesting and milling. It's also naturally resistant to warping and shrinking, meets strict California fire codes, and is easy to maintain and restore. Redwood enhances the natural beauty so many people love about their own surroundings. And the cherry on top: originally American.

American-made redwood is also superior to natural wood that is shipped in from long distances. Though some consumers might feel the pull of exotic or imported hardwoods, redwood is the natural choice. Species such as ipd or other tropical hardwoods travel thousands of miles to be installed in an American backyard. Even species of cedar from

Lyle Lee hos been building custom homes for over 20 yeors. Here is whot he hos to soy oboul Roseburg's Engineered Wood Producis.

"When building o quolity home, it's importont for all the froming moferiols fo molch. ln olher words come fogelher os specified in the design plons. lf the framing is of{ by even o I/t of on inch. it con cosf rne thousonds of dollors in time ond moferiols.

I find Roseburg's RFPI@-Joist ond Rigidlorn@ [Vl to be very consisfenl in width ond depth. When I use Roseburg's RFPI@-Joist, my floors ore more level, sfiffer ond truer, making my iob much eosier.

Canada or China, or radiata pine from New Zealand, take a backseat to redwood in quality and eco-friendliness.

There is simply no excuse for someone not to buy redwood. The economic and environmental benefits make a beautiful product all the more attractive to anyone who embraces a "Buy American" mentality.

- Charlie Jourdain is president of the Calfornia Redwood Association. Reach him at charlie@calredwood.org or (888) CAL.REDWOOD.

fhis homeis 6,000 square{eef so lused lJoisf ondLVL lrom several different unils ond the monu{octuring consistency was exoctly fhe some. If you wont to maximize your profit, I would recommend using Roseburg's Engineered Wood Producls".

Lyle Lee L. Lee Building Compony

Western red cedar matches style and budget

f, srcNrncANT MARKET reset over .Cl,the past several vears has redefined thi *uy "onrurers live and spend, and created a need for distributors to shift the way they specify and supply materials.

Today's selective marketplace casts more scrutiny on building products than ever before. Materials have to stand up to demanding construction and environmental expectations, all while returning value from source to supplier to end user.

Materials must meet the demand for inspired design that is durable and timeless. Building products have to

look good, be environmentally conscious, and deliver a return on investment. Identifying materials that deliver well-rounded value is where the distributor plays an important role.

Once a nice-to-have, green is now a given. Materials that combine independently verified environmental qualities with unquestioned beauty, durability and functionality achieve the greatest return.

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

beauty, warmth and a uniquely real aesthetic appeal into projects large and small. Ideas, tips and how-to information can be found at wrcla.org.

Rising consumer confidence among upper-income households has driven increased home-related spending and created a surge in home repair and remodeling. Remodel projects are still carrying the load in residential construction, even as the new construction housing market has shown some encouraging signs.

An evolving family dynamic has put added pressure on homeowners to accommodate multi-generational households. As a result, motivated homeowners are turning to professional contractors and tackling projects themselves to transform need into reality.

Spring is the most popular time of year for renovation. Room additions or enhancing decks and outdoor spaces are at the top of many to-do lists-but far from the only home improvement pursuits. Projects range from the practicality of adding indoor or outdoor living space to the beauty of enhancing curb appeal. Some blend the two to create a seamless transition from indoor to outdoor.

Westem red cedar adds value to a home, deck and outdoor living space. The wood's deep hues, natural resistance to moisture, decay and insect damage, and straight grain and texture make it one of the most workable, rewarding and versatile woods. Its dimensional stability, the result of low density and shrinkage factors, allows the wood to lie flat, stay straight, and hold fastenings tightly.

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

Hailed by both contractors and doit-yourself experts alike, wood's ability to lend warmth to modern and monolithic designs and to the surrounding environment is unquestioned. The stylish texture and rusticcolored warmth of western red cedar

defines a mood and character, especially when building a stylish deck.

Wood's return on investment is also an important consideration. Woods like westem red cedar typically recoup between 69Vo and lSVo of their initial costs when a home is

resold, according to industry experts.

Materials that combine timeless appeal, durability and a reputation for being easy to maintain are popular choices for a lasting impression. They deliver the value today's consumer is looking for and look good doing it.

Gladding for Greative Tastes & Gustomized Needs

A building's exterior is its first and lasting impression on visitors and passersby. It also serves as a first line of defense against the elements. Done well and utilizing timeless materials, its cladding can create a classic look that stands out while adding value.

Western red cedar is one such material. Its ageless sophistication and elegance perfectly infuse natural beauty, warmth and inspired design that complements any architectural style.

Although modern science has given us many synthetic products that try to mimic the look of wood, solid woods like western red cedar still remain a favorite choice. With routine care, wood siding will outlast synthetic siding materials while radiating the real wood warmth and appearance.

Many resources are available at wrcla.org to help generate ideas and inform the materials selection process for the professional and doit-yourself homeowner. But there are several key factors to consider when choosing cedar as a siding material.

Beauty. Above all, western red cedar has an enduring beauty that enhances the style of any building. Many cedar-sided houses built centuries ago still look beautiful today and have been prized because of their innate resistance to both moisture and insects.

Wood siding is available in many options and finishes to fit the lifestyle of any building and effortlessly add warmth to both monolithic and modern structures.

the life of a home, and keep old materials from filling up the local landfill.

Western red cedar is a wood with great dimensional stability and natural decay resistance. Free of pitch and resin, it provides an excellent base for a wide range of finishes. Paired with vapor barriers and building paper, and installed on the outside face of the wall sheathing, cedar provides a tight, natural barrier that prevents outside moisture from getting into the wall cavity while allowing moisture vapor to escape.

and customized needs.

Sustainability. While some siding products are still being manufactured from trees harvested from old-growth forests, Western red cedar is the only Forest Stewardship Council-certified siding. Cedar is also made from a renewable resource, uses less energy to manufacture than more highly processed synthetic materials, and results in very little waste because various industries make use of all the scrap wood.

Durabilit].

As is true with most materials, the most sustainable siding products are those that last the longest. Choosing a material that is both durable and suitable for your region's climate will help reduce maintenance and repair costs, extend

Usability. To add to the ease of cedar siding installation, wood clapboards can also be stained rather than painted to minimize peeling. Western red cedar siding comes in many different patterns and grades-such as bevel, board and batten, channel, and tongue-andgroove-to match style and budget and accommodate creative tastes

Choosing a material that combines aesthetic appeal, versatility and durability delivers the greatest value, especially when care is taken for proper application.

Installation and maintenance of western red cedar siding is easy and the finished product produces a great result. The wood's durability warms up a building with a clean, rich look and ageless style.

By Randy Engh, B.C. Shake & Shingle Association

Shake and Ia ln defense of cedar shakes and shingles

If you've bought into any of these statements, remember, they didn't come from our industry! While it is said that imitation may be the sincerest form of flattery, the shake and shingle industry is not impressed with the ongoing negative smear campaign. We appreciate the opportunity to set the record straight and speak for ourselves about our own product.

Vo, DoN'T HAVE ro go very far

I these days to be exposed to manmade roofing materials, all claiming to emulate, replicate, duplicate and imitate real western red cedar shakes and shingles. Many imitators even use the long-standing trade names associated with real cedar shakes and shingles, such as split shakes and sawn shingles.

Take, for example, the recent International Builders Show in Las Vegas. Literally dozens of shake and shingle producers clamored for attention with their sample roof and wall panels of fakes, attempting to copy real cedar while at the same time denigrating the very product they tried to copy. We even had one shake producer come to our cedar shake and shingle stand at the show asking for a special selection of cedar shakes they could use for their copy moulds!

Advertising with negative messaging about real cedar shakes and shingles feeds off the principal of "If you say something enough times. sooner or later people will believe you." When they believe your message, they will pass it on. By the time the third or fourth person hears and repeats the false message, presto, it becomes accepted as fact by the general population.

Just consider the following false statements now thought of as accepted facts :

"You can't get old growth anymore and there are no forests left."

"Cedar shakes need constant maintenance and don't last."

"Cedar shakes burn."

"Quality cedar is not available or is too expensive."

"Cedar shakes are too hard to install."

Cedar shake and shingles are, of course, made from old growth raw material. They are salvaged in ecologically responsible helicopter airlifts from downed trees left in the forest from multiple decades ago, as well as supplied from the world's leaders in forestry stewardship in log form that big-lumber sawmills can't utilize. Produced in factories with complete waste utilization and the lowest energy consumption of any roofing product, real old growth westem red cedar shakes are truly the most ecological, green, renewable roofing choice.

Cedar is classed in the scientific category of "most durable"-that's why natural cedar shakes have been used and proven for three centuries of human habitation protection. Today's added factory pressure preservative treatments increase cedar's performance in damp climates where roof debris and moisture accumulate. The products even carry a 30-year transferable, 50-year non-transferable, non-pro-rated warranty to back it up.

Pat Skwarok, Western Wood Preservers, Aldergrove, B.C., says that in over 30 years of treating real cedar for the industry, his company has never had a claim due to decay.

Factory-applied pressure preserva-

tives greatly reduce the need for roof cleaning and maintenance. In fact, just like every other roofing product on the market today, cleaning of excess debris for appearance and fire protection is all that is required with factory preserved shakes and shingles.

Fire protection for cedar shakes and shingles in areas that require Class C, B, and even Class A roofing has been available for decades and also carries a 30/50 year, code-performing warranty.

Quality of shakes and shingles is never an issue when purchasing products with ICC-ES report numbers on the label. Each member mill of the B.C. Shake & Shingle Association adheres to grading and packing requirements of 288 lineal inches of on-grade shakes per bundle of 24-inch shakes and tapersawns, and 635 lineal inches of on-grade shingles per bundle of l8-inch perfections. Simply demand ICC-ES-accredited, BCSSA member mill production, for assurance of quality from mills that conform to grade.

While the cost of all roofing products fluctuates, real cedar is very competitive with, if not less expensive than, many of the current manmade imitations. A quick price comparison will show that all the benefits of using real cedar, with its centuries of proven performance, are available at favorable price points.

Installation methods of real cedar shakes and shingles have changed very little over the decades. BCSSA has produced a helpful installation instruction DVD in English and Spanish. It's posted on our website

along with our "Authentic Choice," "Care & Maintenance," and "Facts & Myths about Real Cedar" video collection.

There are regional and preference differences for cedar shakes and shingles. Shakes have the natural split face and appeal, tapersawn shakes the thick smooth profile, and shingles the flat refined appearance. It's understandable that suppliers promote the products that are easiest to market. Just bear in mind that cedar shakes, with their two-ply and felt paper installation, have been proven since their inception; cedar tapersawn shakes are a beautiful choice for a shake-style, flat-laying roof, and shingles, with their three-ply system, are

refined and elegant. All three choices are perfectly adaptable and acceptable, depending on your customer's interests.

There has never been more information available that is so easy to access. Just check out our site at www.bcshakeshingle.com for all the facts, as well as our member mill list.

So the next time you hear or see negative advertising or misinformation about real cedar shakes and shingles, just consider where it's coming from. Real cedar may be often imitated, but simply cannot be duplicated.

- Randy Engh is manager of the B.C. Shake & Shingle Association. Reach him at randyengh@ shctw.ca.

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

Turning on a dime

Distributor profits from flexibility in material handling equipment

fN Senrrr-e. Wa.. soveowNens and lbusiness owners needing to re-roof their steep-pitch rooftops in neighborhoods with narrow, congested streets often run into a roofing supply delivery conundrum.

Steep-pitch roofs don't offer much room to store roofing supplies for a roofing project. And with few places to park a truck, delivery of roofing supplies in Seattle is tricky business. That's why many Puget Sound con-

tractors have learned to rely on Stoneway Roofing Supply to get the supplies they need to theirjobsites.

By using trucks equipped with hay bale-type conveyors and knucklejointed cranes, Stoneway developed delivery techniques that precisely deliver roofing materials to the jobsites quickly, efficiently and safely.

"Customer service is our number one priority and rooftop delivery excellence our passion," said Lonnie

Peterson, senior vice president for the western division of Stoneway's parent, SRS Distribution. "Over the years, we have strived to develop the best-inclass rooftop delivery service and often make deliveries when others could not."

Peterson said choosing the right people and the right equipment makes a big difference and is a competitive advantage in the company's expert ability to deliver roofing supplies such as asphalt shingles, cedar shakes, ventilation products, skylights and metal roofing systems.

In addition to its flagship Seattle branch location, Stoneway operates four branches within a 1OO-mile radius of Seattle. The distributor was started in 1924.It was acquired in 2008 by SRS, one of the fastest growing building products distribution companies in the United States. Peterson is responsible for overseeing fleet operations for 23 locations in the West, which includes the five Stoneway branch locations in westem Washington.

Integral to its ability to be flexible and profitable was its decision, years ago, to lease its trucks. "By leasing our trucks, we can focus on what we do best and that is concentrating on providing timely and safe deliveries to our customers, while relying on our leasing provider to maintain the trucks," Peterson said.

"We have a specialized need and many leasing companies offer trucks that are generic in specs and not designed specifically for our application," he continued. "Our operation needs trucks that are easy to maneuver, provide adequate power, and hold

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

up well in the punishing urban environment of the Seattle area."

Since Stoneway sometimes purchases its leased trucks after the lease term is complete, the company also wanted trucks that perform well after the lease term is completed, without high maintenance costs.

Peterson said before the company started leasing from Paclease, managers often juggled delivery schedules in order to accommodate maintenance issues that cropped up, with some success. But they knew that it would only be a matter of time before the maintenance and performance issues would eventually start costing the company business.

"The one thing we can not afford is making late deliveries," he said. "Contractors rely on us to deliver materials on a timely basis. If we're late, then that means our customers can't get their work completed on time. If it's a big jobsite that receives many deliveries each day, a delay on our part can affect many other deliveries."

Besides the indirect cost to its reputation, there's the direct cost of having a truck down due to maintenance issues. Peterson states that the revenue loss is significant if a truck is unexpectedly out of service.

So Stoneway started exploring options. It had been having several of its trucks maintained byWestern Pacific Leasing, the local Paclease franchise. So in 2004, Stoneway began leasing used Kenworth trucks from Western.

Peterson said Paclease worked with Western to come up with full-service leasing solutions that allowed Stoneway to order trucks with equipment and features that would work well for the conditions in which the company delivers.

"Rather than offer us cookie-cutter trucks," he said, "they leased quality trucks built based on what we said we needed. They got to know our business and really took care to provide us with the units that would serve us well into the future. Having premium trucks specified for our operation certainly makes our drivers happy as well."

SRS Distribution now leases four Class 8 models, including a Peterbilt Model 365, a Peterbilt Model 367,and two Kenworth T800s with 450-hp Cummins ISX and 455-hp PACCAR MX engines and manual transmissions for larger loads. The company also leases l4 smaller Class 7 straisht

trucks from Western, including the Peterbilt Model 320 and the Peterbilt Model 348 for the Stoneway Roofing operation and its roofing supply distribution company in Oregon, Roofline Supply and Delivery. The smaller Class 7 straight trucks are equipped with 350-hp PACCAR PX-8 engines and automatic transmissions.

The automatic transmissions make the smaller straight trucks easier to drive, Peterson said. Some of Stoneway's straight trucks are equipped with side-mounted engine power take-offs to power 26-ft. Hiab knuckle boom cranes and customized Cleasby conveyors. Plus, the knuckle boom crane and conveyor trucks are equipped with PTO sensors, which monitors PTO use and keeps the engine from being overworked. These specs allow the trucks to deliver sup-

plies into jobsites that can be challenging in which to maneuver because of narrow, crowded streets and overhead wires that power King County Metro trolley buses.

The trucks are also specified with enough power to get up and down Seattle's hills and to navigate stop and go traffic in the Puget Sound area with full loads, he added.

"Payload capacity is everything for us," Peterson said. "The more our trucks can carry, the fewer trips they have to make."

Just as important, by leasing, SRS doesn't have to commit financial resources that it might need for other business requirements. That is attractive for a company that has more than doubled in size through the economic downturn and recovery by acquiring companies like Stoneway.

VERSATILITY lN delivery is a necessity for distributor Stoneway Roofing Supply

lndiana dealer hits refresh button

acre site across the road from a Super WalMart, swapping what he looks back on as a "poor location, stuck in a residential district that had grown up around it" to prime time on a U.S. highway.

Smart move. But that was then, and this is ten years later. "Time to freshen up and look at our inventory and product mix," he resolved, and with a little prod from his man at Do it Best, who stepped in to study the surrounding market and advise on product mix, the 10,000-sq. ft. store received a makeover worthy of a TV show.

tTt"t VERDICr's Nor in yet. Debate I. is still raging among social scientists over the power of heredity vs. environment in forming one's life. Why do we do what we do? Is it in the genes or in the training?

Either way, Art Dragoo's future was pre-determined from the get-go. His great-grandfather owned a lumberyard. The one that Art grew up in the Indiana countryside-Dye Home Lumber, a yard since 1880-was purchased by his grandfather in 1924, from an owner on the other side of Art's family tree. Art, himself, put in plenty of face time with a broom and sawdust before heading out into the future to work in banking and sales.

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

(well, Fort Wayne), a longstanding general manager of the lumber operation retired, and the call of heredity (or was it, early environment?) proved too strong to resist. Art stepped back in. "It was a good fit; I like to work in a small business and was looking for an opportunity to take charge of one of my own," he confesses.

Not so small by then, however. In 1930 a second yard had been added in Royal Center, then a third in 1946 when his grandfather (who died in 1 96 I ) broke ground for the Monticello store, today headquarters of the three-yard operation, all about 20 to 30 minutes apart.

Art wasn't a man to march in place. In 2001, he relocated the Monticello operation to a new, l2-

He added 5,000 new products, such as home-d6cor must-haves like vanity tops and kitchen countertops. He expanded the plumbing, electrical and paint lines. He launched a toolrental service, aimed at offering convenience to his roster ofpros and save them a time-consuming drive. "Plus, there are two lakes nearby, and the owners of those summer homes come in here. too." Art adds.

Contractors have always been the mainstay of Dye's accounts, but, especially in these wizened times, maybe eggs belong in other baskets, too-like, those on the arms of women. "I heard, 'Women don't like lumberyards"'-think, dark and dusty, a maze of crowded aisles with no roadmap-a frat house for the good ol' boys who knew the secret handshake. So goodbye, lumberyard; hello, home center.

Art changed-okay, dramatically redesigned-his storefront and, especially, its signage, so that now folks bombing along the highway can spot

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

cues that spur them to swerve into the parking lot.

"We also moved the contractor sales counter from the front to the back of the store, so the entrance is less intimidating for retail shoppers," staffed with friendly people ready to talk a lady through her project. Paint's up front, now, too, paired with other home-improvement vignettes to motivate a re-do. "We re-lit the store so that it's noticeably brighter. And we actually reduced shelving by 25Vo, creating room for displays and taller fixtures, laid out more efficiently. The staff is ready to spot someone needing help. We didn't have to retrain them, but we did add two more people, one from another store plus a plumbing-supply guy."

But the question is, is it working?

"Cash sales are now a larger percent (not larger gross, of course) than contractors' accounts," Art says. "We had a good holiday season. But since Christmas, with the additions in kitchen and bath and countertops, that business has just ignited! People are coming in, getting quotes. There's not a lot of new construction in this recession, but home-

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

Contractors are on hand, happy to inhale the work. And in turn, they appreciate the new tool rental service, the free delivery. ("A rarityl" Art notes, adding, "We found a lot of resistance to a $10 fee for delivering a handful of boards.") Free estimates and design service, too. Hours have not been expanded, but then, they probably don't need to be because Dye keeps the lights on until 4 p.m. on Saturdays.

Dye's 12 employees surprised their boss by cheerleading the project, just when he'd been clenching his teeth in anticipation of grumbles over the chaos. "They weren't afraid of the inconvenience of the store being torn apart; in fact, they thought it was a lot of fun. They stepped up to the plate and appreciated that the remodel offered a lot more stability for all of us."

Even Mike, a gentlemen hired by Art's grandfather back in the 1940s. He'd retired after 54 years, but, Art says, "l called him back to help with screen and glass repairs, and he's here five days a week. He's the first one to offer suggestions and new ideas."

Art's two other stores are benefiting, too. They can send customers to Monticello's showroom or to pick up items that are out of inventory. And Dye's increased advertising and marketing campaigns benefit them, too.

Art uses circulars, newspaper and radio ads to draw newcomers. He used direct mail to send out a 100-page catalog-"an expensive piece, but so good for us-lots of feedback from new customers, who come in saying, 'I had no idea....,"' he testifies.

A grand opening drew hordes of first-timers, too. "We got great response. We also did a promotion that gave away a $l,000 shopping spree, for which anyone in all three locations could register. Got a free newspaper article and a photographer out for that one, too.

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

Although a website is still in the making, Dye is already active on Facebook. "Those users are not my contractors," Art has to laugh. But they're the customers of the future"a whole. new market. that's for sure"-and the outreach is free. "We post employees' photos and promotions, such as on April l, "April Fool April Tool," offering 2OVo off wtth the mention of the announcement (507o discount for anyone wearing a propeller beanie!).

Another unconventional promo again cost nearly nothing. Art has stationed a giant, 12-ft. Adirondack chair in front of the building, right across the road from WalMart. "People stop to take their pictures in it" and then, of course, proceed to wander throueh the aisles.

The moral of the story is pretty clear: When times are slow, use those moments to spruce up your offerings, refresh your image, and call on creative, rather than costly, new ways to spread the word. Then, you're ready for take-off: 2013, here we come!

Carla Waldemar cwaldemar@ comcast.net

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

By Ken Dunham, West Coast Lumber & Building Materials Association

Lumber assessment a bad deal for Galifornia dealers

If ftrs CeI-rponNr.q's coNrRovERV Y stel "lumber assessment" now being assessed on most lumber products sold in the state under so-called

"emergency" regulations from the state's tax collection agency, the State Board of Equalization (BOE), the next process for the state agency is to

One Dealerts Take on the Lumber Tax

By fohn Canahl, Ganahl lumber

What's there to like about it? It cost us a lot of time and expense to program the Lumber Assessment Fee (LAF) billing and collection process and then when it kicked in on Jan. 1, our customers blamed as for their added cost. Other than that, everything was a piece of cake.

At Ganahl Lumber, we do all our own programming, so when the LAF was passed at the end of the legislative session, we started as soon as we received some general guidance from the West Coast Lumber & Building Material Association to weave the LAF into our computer system. It took our very experienced programmer about 350 hours-nearly all of November and Decemberto modify and test approximately 90 programs that the LAF affected.

We also had to coordinate the LAF with the outside vendor that supports our cash registers. Then key individuals in the purchasing department got to spend considerable time identifying and flagging the products in our 50,000 product SKU file that the LAF affected.

Added to this were the considerable complications of handling the estimates and sales orders that were entered into our system before Jan. 1 but not actually picked up or shipped to our customer until after

Jan. 1. And, of course, all of this was at the end of the year when there were only a few other matters that needed attentionno t !

After explaning the LAF to all our salespeople shortly before Jan. 1, we rolled it out. As expected, our customers were thrilled. We received comments, with assorted X-rated variations, such as:

"Why are you g\ys charging me another tax?"

"How come I never saw this in the voting booth since I'm the one paying for it?"

"Why, I'm thrilled to help the state balance its budget." (I added that one.)

Our true LAF installation costs exceeded $20,000, made up primarily of skilled Ganahl employees' time. We have l0 locations, so that equals a little over $2,000 per location. But if we only had one or two locations (or 20), the total cost would have been nearly the same.

The biggest potential cost to Ganahl Lumber and to the State's economy will be if this becomes yet another barrier to do business in California. We'll see.

- John Ganahl is chieffinancial officer of Ganahl Lumber, Anaheim, Ca. Reach him at johnganahl@ ganahl.com.

develop permanent rules, including a permanent retailer set-up reimbursement.

The reimbursement language was contained in the legislation but the '6emergency" rules passed by the BOE in October 2102 provided a token $250 per retail location. The BOE voted 3-2 on political party lines to approve the $250, with the two Republicans on the board voting against the low reimbursement.

The West Coast Lumber & Building Material Association (WCLBMA) testified at the hearing that their research and survey data showed lumber retailers had an average set-up cost of more than $4,500 per location. The association also requested an ongoing $1,500 per year to cover the costs of new products being added or deleted from the list of lumber items.

The BOE is expected to vote on a permanent reimbursement amount in May 2O13. WCLBMA has re-submitted updated data and survey results showing the average cost is closer to $5,400 per retail location.

The legislation providing for the l70 assessment on a wide range of lumber products was pushed by Democratic Governor Jerry Brown and agreed to by California timber producers who claimed they were at a competitive disadvantage to out-ofstate timber producers who have lower costs and fees paid to state agencies for timber management oversight and regulation in producing "timber harvest plans."

The controversial legislation also contained language that claimed to limit legal damages to timber companies and others for "wildfire liability," a contention disagreed with by many,

The challenge for California lumber retailers is that this assessment is significantly more complicated than increasing a sales tax in that it is imposed on only certain lumber and building products and not on others. This means lumber retailers have to reconfigure their computer systems to add the assessment to only the covered wood products.

An additional challenge is that the new law requires that this l7o assessment be shown separately on the invoice, not shown with state or local sales taxes.

The manner in which the legislation was passed has been criticized by many involved in the process. In my view, as executive director of the West Coast Lumber & Building Material Association, representing independent lumber retailers, it was passed in the last hour of the 2Ol2 legislature, using a so-called "emergency" rule that meant the bill could be rushed through with no public hearings and no chance of discussion. Closed door meetings and vote deals to get exactly the number needed to meet the two-thirds vote requirement were part of the final deal.

Jon Coupal, president of the California-based Howard Jarvis Taxpayers Association, called the legislation "one of the sleaziest legislative deals I've ever seen, and I've seen a lot."

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

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

CALIFORNIA DEALERS have bristled over the new 1% lumber assessment fee. due to imolementation costs, confusion over which products are subject to the fee, and a less-than-warm reaction by their customers.

Governor Jerry Brown. They were joined by three Republicans, all of whom were out of their current positions at the end of the legislative session because of term limits, and were joined by a Republican-turnedIndependent assembly member who had already lost an earlier 2Ol2 primary election for San Diego mayor.

The concept of an additional assessment on timber producers to cover the cost of regulation by the State of California has been discussed by state government for several years. Private landowners in California are subject to some of the most difficult, expensive and over-reaching environmental rules in the nation. Nearby states have far less restrictive land use laws, putting the California producers at a competitive disadvantage.

In the past, the costs of the state regulation have been part of state agency budgets and fees imposed on the timber producers.

- Ken Dunham is executive director of the West Coast Lumber & Building Material Association, Folsom, Ca. Reach him at (916)

or

nd @ I umbe ra s soc iation.org.

By fames Olsen

Rapport is king

fo salr- soMETHtNG to someone, anything-a car, a load I of lumber, an idea-the buyer must trust and like us. As salespeople, we are asking for customers' trust. We are asking for their money. Their job performance and their business's performance are influenced by the strength of their relationship with us. Sales demands that we become experts at rapport building.

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

It is important that we act as if we are enjoying ourselves. Many sellers sound as if they are pushing a bag of rocks up a hill and can't figure out why the customer doesn't want to join (have rapport with) them.

We can pick up a running chainsaw from one end or the other. The handle is better. The same with humans-zse their name. Don't overdo it, but do it. It's simple, but it's magic. Very powerful at introduction and closing.

Use the trthrow-awaytt comment

Customers often say things that have nothing to do with the business at hand. This is a rapport opportunity. They may not know it, but they want us to follow up. Example:

Grumpy customer: "You again. What do you want? I'm busy, tired-slept horribly last night. We got 10 trucks going out this morning and I can't be messin' with another salesperson. So, WHAT DO YOU WANT?"

Us: "I've got some deals that are going to fit your inventory like a glove. Before we get to that, why didn't you sleep well last night?"

Grumpy: "My granddaughter, Isabel, went into the hospital last night with pneumonia. She'll be okay, but... anyway, what about those deals? They're probably not worth anything, but what are they?"

Mix and match

Our customers have a rhythm to their speech. We must match them. Volume, speed and tone-serious or light-all matter. When we are in sync with our customers, they will relax. If not, it is impossible to build rapport. They might buy our deal because it is the cheapest, but we are not building a business partnership with this customer. In competitive situations, we will always lose to our rapport-building opponent.

Interruptions kill rapport

Why do salespeople interrupt customers? They are nervous-usually afraid of the no.

They think they know what the customer is going to say. If we know what the customer is going to say, even better, relax and make them feel listened to. (People won't listen until they have "emptied their basket." Sometimes they will even exhaust themselves to the point where they say something like, "Okay, I'm done. What have you got for me?")

Other hints on interrupting:

. Leave a space at the end of the customer's sentence. Many will restart if we give them a chance.

When the customer interrupts us, stop talking. If they are excited enough to intemrpt us, let's hear them out.

When the customer makes a noise, stop talking. Many people make noises (grumbles, harrumphs, mumbles, etc.) before they begin to speak.

If we intemrpt an objection, it is still there, but now we cannot overcome it. The inteffupted objection cannot be overcome.

Do not waste rapport-close

When our customers use our name. laugh or smile with us, directly or indirectly tell us something personal. ask questions. or interrupt us (strange but true), rapport is built. And, it is time to start closing.

Rapport building and closing is the one-two power combo of the master seller. When customers feel trust, they want to do business with us. Once we have built rapport, ask them to and they will.

James Olsen Reality Sales Training (so3) s44_3572

By fay Tompt

Networking yond the green ers

[lHuHu wAS A DAv when being a I. green products dealer marked you as being special, idealistic, a pioneer. Whatever your size. you were likely a relatively huge fish in an infinitesimal pond.

Today, green, if still a small fraction of GDP, is basically mainstream. It's a multi-billion dollar industry and enjoys support from national, state and local government policy. Big-box retailers, national chains, multi-generational independents-all but the last-to-change laggards-are stocking at least some green products and are beginning to integrate "green thinking" into their organization's DNA.

So you stock a few green products? Who cares? So does everyone. What makes the difference these days are relationships. Dealers who are well networked in their local green building communities do best. They belong to their local green building association and know the local contractors, architects, remodelers, etc. For dealers not yet so well connected, it's never too late to get started.

Good relationships with the local green building pros are important, but there are other important networks for the well-intentioned dealer. For some major players, relationships with production builders and government procurement may be what's driving green product sales. For independents, close relationships with their local communities can also confer competitive advantage.

Call me idealistic, but I actually think the independent branch of the green home and shelter supply chain can play a leading role in making their local communities greener and more prosperous. Most importantly, dealers and distributors who understand the needs of their local communities-especially in an era of economic instability, rising energy prices, and extreme weather-can help make their local communities more resilient, too. How? By responding with products, materials, education, and support for projects that meet green building guidelines, yes. But also for other kinds of projects that lead to reduction in energy, water and other non-renewable resource use; anticipates, mitigates, and adapts to the effects of extreme weather; supports and strengthens local economic relationships, and contributes to a general increase in local well being. Dealers could be contributing to all of these positives f6r

their local community, and make a fair profit, too.

Again, you may ask, "How?"

That's for you and your local community to work out. Start building relationships with local community groups, perhaps even local government agencies, whose goals are also aligned with green building, renewable energy, sustainability, and community resilience. The answers will soon become clear.

Many such local groups are affiliated with two national networks worthy of mention here. One is BALLE, the Business Alliance for Local Living Economies (www.livingeconomies.org). Their focus is on making local economies strong, sustainable, and resilient through the efforts of networked locally owned businesses working cooperatively to achieve common goals.

The second is Transition US (www.transitionus.org), which seeks to mobilize communities to work collectively to promote green and natural building, energy retrofitting, clean energy, and food security, as well as local economic resilience. Wherever you find a Transition group, you're likely to find loads of practical, "green-it-yourself' projects needing tools and supplies.

These groups embrace green building, but in many respects represent the next phase of green thinking, locating green building within a new economics of de-globalization and re-localization. Recent "Made in the USA" campaigns in this industry are a step in that direction. too. And while connecting with green builders in your community will always be good, building relationships with community groups in related movements will set you apart.

Jay Tompt Managing Partner Wm. Verde & Associates

321-0848

Ace Hardware, Sammamish, Wa., must vacate by August, after its landlord signed a new tenant.

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

River Gity Building Supply relocated its W. Sacramento, Ca., store to Natomas, Ca., Feb. 11.

Cashway Lumber Co., Baker City, Or., is adding a custom furniture and home decor shop in its showroom.

Operated by Chrisanne Hindman, wife of Cashway owner Richard Hindman, Emmy Kate's will sell pieces crafted by local artisans.

lsland Home Center & Lumber, Vashon, Wa., applied for a license to sell beer, wine and liquor, following passage of a ballot measure privatizing the sale of spirits on the island.

Orchard Supply Hardware will roll out its "neighborhood format" to another 10 locations in 2013, through remodels and new store openings.

Lumberyard Unlikely for Mill Valley Site

Despite their hope to bring in a new lumberyard operator when they acquired the property last summer, Matt and Jan Mathews have had to devise new plans for the site of Mill Valley Lumber, Mill Valley, Ca.

They said they called on lumber businesses throughout Northern California, but none were interested in moving in. Several said the singleacre property was too small.

As well, a long-time tenant-Mill Valley Cabinet Shop-recently moved across town after the Mathews were forced to ask for higher rent, to

ldaho Sawmill Closes Again

Emerald Forest Products. Emmett. Id., has once again closed.

"The mill has officially shut down," said owner Richard Vinson, who believes it will reopen under new ownership. "We have two different interested parties coming in, and I'm confident one of them will make a deal."

Vinson started the mill in 2010, on part of a 22-acre site formerly occupied by Boise Cascade, with the help

fund costly upgrading of the historic buildings. "These buildings have been workhorses for over 100 years, but right now they need some TLC," Jan Mathews said.

The couple still hopes to recruit a general mercantile store, specialty hardware business, or other commercial operator-something that allows them to maintain the historic property. "Our goal remains to preserve the buildings and keep it something that the community can interact with and enjoy," she said.

of investors and $4 million in federal stimulus money. He shut down in April 201 l, faced foreclosure six months later, and filed Chapter I I bankruptcy in January 2012.

The mill reopened last July, but continued to struggle before officially closing in mid-February. "We didn't have any logs coming in here for the last month and a half, so we kind of knew it was coming," said plant manager John Steward. "I knew we were going to have a layoff, at least."

Redwood. Not Just Another Pretty Face.

DURABLE. EASY TO MAINTAIN.

Redwood is undeniably beautifuf but there's more to redwood than meets the eye. Sustainably grown, natural redwood is resistant to fire, easy to maintain and affordable. It's the natural choice for your decking, fencing and outdoor living projects.

An independ.ent study has compored the use of redwoodwith plastic composites and redwood stands toII in comparison- Exomine tlre differences and decide for yourself,

Uses renewable resources that biodegrade and can be recycled.

Trees and lumber absorb and store more carbon, reducing greenhouse gases that drive climate change.

Uses solar energy to grow trees and biomass to power mills.

Relies on nonrenewable resources and does not biodegrade when disposed-

The manufacturing process produces and releases greenhouse gases with no natural offset that captures and stores carbon.

Uses to times as much energy as it takes to harvest, mill and transport redwood decking for an equal area of dechng.

Treated EWP Arrives in West

Weyerhaeuser is now distributing its preservative-treated parallel strand lumber in the West.

Decay- and insect-resistant, Parallam Plus PSL headers and beams are ideal for a range of exposed structural lumber applications in high-moisture conditions, including framing decks, retaining walls, carports, outdoor shelters, and pool enclosures. The engineered wood is treated to the core with Wolmanized preservative, eliminating the need for field treatment when the wood is cut or drilled.

Like original Parallam PSL, the kiln-dried beams are consistently straight and strong, and come in long lengths for greater design flexibility. The headers and beams are available in eight sizes.

Parallam Plus PSL is sourced from l007o SFl-certified North American forests and manufactured with a process that uses 977o of every 1og, and it is recognized under the National Green Building Standard.

Previously, the product-manufactured in West Virginia-was available only east of the Mississippi.

Dealers to Help Injured Veterans

The National Lumber & Building Material Dealers Association has launched a "Dealers Helping Heroes" program to assist injured military veterans in renovating old homes or building new homes.

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

their particular disability. The federal government provides just $7,000 for a remodel or $64,960 toward buildine a new home.

"Servicemen and women suffering with severe injuries deserve homes that will accommodate their new way of life, and I call on lumber dealers to consider adopting a wounded warrior," said NLBMDA chairman Chuck Bankston, Bankston Lumber, Barnesville, Ga. "Construction supply businesses can make an impact in the lives of military families, and we look forward to working with them."

When veterans are ready to transition home, their names are added to a master list held by Helping a Hero (helpingahero.org). Every other week, participating state and regional LBM associations receive a list of veterans and where they are transitioning to. The groups then identify a local dealer willing to "adopt" the veteran and furnish whatever assistance they can to help their building project.

U.S. Coalition Troubled by B.C. Fees

The U.S. Lumber Coalition has expressed concern about log export policy changes in British Columbia, which took effect on March l. Of particular concern is an increase in the "fee in lieu of domestic manufacture" applied to many log exports, which would be increased to 2OVo.

According to the coalition, tightening log export restrictions will allow coastal B.C. mills to pay even further below-market prices for logs.

Capital Lumber Co. kicted off its 65th year in business during its recent annual management meeting and awards dinner in Phoenix, Az.

Kleer Lumber received National Green Buildino Certification from the NAHB Research Center for its ceil lular PVC trim products.

Deceuninck North America received code comptiance research reports for its Clubhouse decking, Clubhouse Elite railing, and Clubhouse Plus railing.

J.M. Equipment, Manteca, Ca., won Nissan Forklift Coip.'s President's Award as its top deatership in 2012.

"In effect, B.C. has increased the implicit subsidy from log export restrictions for B.C. Coast lumber mills," said Luke Brochu, chairman of the coalition and president of Pleasant River Lumber Co., Dover-Foxcroft, Me. "This gives B.C. Coast lumber mills a greater advantage in the U.S. market, at the expense of U.S. mills that pay full market price for their inputs."

Logs harvested from public or private lands in B.C. must be advertised to local mills before they can be exported. If a local mill offers to pay the prevailing domestic log pricewhich can be much lower than the export price-export is prohibited. Even when export is permitted, a "fee in lieu of domestic manufacture" is assessed on logs harvested from public and some private land. This fee can be much greater than the price B.C. charges to log on public land.

The U.S. coalition contends the increase in the "fee in lieu" is inconsistent with the 2006 U.S.-Canada Softwood Lumber Agreement, in which the U.S. forfeited its right to invoke U.S. unfair trade laws on Canadian softwoods, in return for Canada imposing taxes and quotas on Canadian exports when lumber prices fall below certain levels.

Everg reen, or Ever-Plastic : Which sounds more natural?

ErNJoyrNc all that nature has to offer is a pastime that spans I-rgenerations-camping, hiking, good old fashioned playrng. It is a precious resource that is appreciated without question.

Your customers are understandably concerned about ensuring the natural beauty they're surrounded by today will be there for their children and grandchildren. They often support environmental stewardship through their purchases. Those intentions, however well grounded, can sometimes be led astray.

Using a practice called "greenwashing," companies will make claims about their products to position them as environmentally friendly. Under closer scrutiny, though, those claims simply don't hold up. Take, for example, composite decking. When it debuted on the market, it was hailed as the perfect solution: rerycling products to create something enduring.

Time will tell on the lasting qualities of composite/plastic decking, but compared to a rratlural product like redwood, how does it fare in its environmental friendliness? The California Redwood Association recently commissioned a Life Cycle Assessment to learn more. A Life Cycle Assessment (LCA) is a scientific technique commonly used to quan!ry the environmental footprint of producing and consuming products we use in our everyday life.

This LCA quantified the environmental impacts of redwood decking production and use over aZ5-year life span in what is known as a cradle to grave LC,A. The results, compared to the environmental footprint of composite decking, are reveahng. Air Pollution/Carbon Footprint: Cnbon footprints are a quick way to me'asure the environmental impact of a product. The beauty of redwood trees is that they absorb more carbon than they produce, and continue to store that carbon once it is part of your home. 1,000 redwood trees store as much as 1,000 tons of carbon; 1,000 composite decks prodace as

much carbon as 1,000 cars.

Recycling: We all know recycling is a common sustainability practice. Composite decking is made from recycled materials, in fact. But composite decking is not recycled. On the other hand, the lumber from a redwood deck is completely recyclable.

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

Energ,t: A true measure of a product's sustainability is how much energy is required to create it. In some cases, energy consumption can rule out any perceived environmental benefit. Redwood uses solar energy to grow trees and other forms to harvest and mill lumber, whereas composite material needs ten times more energy than redwood to produce decking materials.

Grou,n and harvested under the most stringent forestry regulations in the world, redwood is grown almost entirely on private commercial lands zoned specifically for timber production. That's what makes redwood one of the most protected timber species in the wodd. The careful management of redwood stock, combined with its proven environmental benefits, underscore the simplicity and logic that the best practices for environmental stewardship come from Nature itself.

Tbe Califtmia Redwood Association is one of tbe oldest trade associations in tbe lumber industry. Since 1916, its priflmry mission bas been to promote redwood products and educate builders and consumers on the aduantages ofusing redwood. To read an executiae summary of tbe I{}A study, uisit uww.rootedintruth.org.

SST Buys TJ Shear Brace

Simpson Strong-Tie, Pleasanton, Ca., acquired the TJ Shear Brace line from Weyerhaeuser Co., Federal Way, Wa., to complement its Strong-Wall shear wall line.

SST will now handle all shear brace sales. while Weyco continues to distribute the products in its 22 U.S. markets.

SST and Weyerhaeuser have worked together for more than three decades, beginning with the collaboration on new products for the Trus Joist engineered wood products line.

A Simpson Strong-Tie branded

shear wall will be launched later this year. Until that time, the product brand will remain TJ Shear Brace. SST sales and technical reps will be working closely with Weyerhaeuser to ensure a smooth transition for customers and will notify customers when thc product conversion is complete.

Lumber Directories Released

Random Lengths has released the latest editions of two leading reference guides for the North American softwood forest products industry.

The 2013 Big Book's 832 pages contain 4,158 listings of U.S.,

Canadian, and offshore softwood companies and 16, 063 personnel-including addresses, phone and fax numbers, email addresses and websites, company profiles, and other valuable information.

The 2012 Yearbook features 300plus pages of data and price histories for the past I I years on nearly 300 key lumber and panel items. Also included are graphs tracking monthly price averages for the past fiive years. economic data such as housing starts and home mortgage rates for 2009-2012, a nine-year market chronology, and an international section with price histories, trade-weighted dollar information, and export volumes by species and destination.

ALSC OK's SP Design Values

Effective June l. the American Lumber Standard Committee Board of Review has approved the Southern Pine Inspection Bureau's design value changes for all sizes and grades of visually graded southern pine dimension lumber.

"Southern pine producers and their customers are pleased with the ALSC Board of Review's decision on new design values," said Cathy Kaake, v.p. of technical marketing for the Southern Forest Products Association, who testified at the ALSC hearing on Jan. 30. "A June I effective date provides time for an orderly transition to the new design values."

The intent of a transition period is to minimize project delays and supply chain disruptions by providing time to manage design value changes. Producers and key customer groups should use this period to evaluate and prepare for the potential impact on their businesses.

"Throughout this transition period, SFPA will provide both the current design values as well as the ALSCapproved new design values," Kaake added. Detailed Q&As, as well as span tables based on both current and the new design values, will be available at SFPA's www.southernpine.com during the transition period.

Following publication of SPIB's Supplement 13 to the Standard Grading Rules for Southern Pine Lumber, 2002 Edition, the American Wood Council will work with the International Code Council to incorporate the new design values into span tables in the 20 l5 International Building Code and 2015 International Residential Code.

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

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

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

Ed Winkler is now business mgr. for Bluelinx, San Diego, Ca.

James Paul "J.P." Slocum, ex-Ashby Lumber, has joined Fiberon, as product specialist for Northern California. He takes over for Greg Reed, who was promoted to regional mgr. for Montana. Vann Lanz is now regional sales mgr. for the Pacific Northwest, based in Seattle, Wa.

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

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

Scott Church, ex-Exterior Wood, and Stan Woerner, ex-Western Plywood, have joined the sales staff at Redwood Empire, Morgan Hill, Ca.

Michael Murray, ex-A.C. Houston Lumber, is now Southwest regional sales mgr. for MiTek division USP Structural Connectors, based in Las Vegas, Nv.

Larry Petree has been promoted to sales mgr. at Mary's River Lumber, Montesano, Wa. Joe Petree, exOrePac Distribution, has joined the sales force. Jolene Bungum is now a member of the national sales staff in Corvallis, Or.

Mike Garrity, ex-Barr Lumber, is now in inside sales at Capital Lumber. Chino. Ca.

Steve Tavernier has been named director of purchasing for Roseburg Forest Products, Dillard, Or.

Dan Alar has been appointed director of purchasing at Bridgewell Resources, Tigard, Or. Dave Cornell, ex-Hampton Affiliates, is new to hardwood sales. Philip Ast, ex-Ast Trading Co.. is now in import sales at Denver, Co.

Jeff Johnson, ex-Georgia-Pacific, has been named president of SierraPine Ltd., Roseville, Ca., replacing Jim Skinner, who retired after 13 years with the company.

Daniel Skudstad is new to sales at Norman Distribution, Medford, Or.

Matthew Jeffries has joined ProBuild, Portland, Or., as sales mgr.

Matt Carlton has moved from millwork to dry dimension lumber sales at Sierra Pacific Industries, Redding, Ca.

Henry Yelazquez is now plant mgr. of Pacific Wood Preserving, Silver Springs, Nv.

Jeff Groom, ex-Timber Products Co., has been named chief financial officer for South Coast Lumber Co., Brookings, Or.

Jon Friesen, Parr Lumber, has relocated from West Linn. Or.. to manage the NE Portland, Or., yard.

Jeff Morris, ex-Freres Lumber, is now trading OSB and plywood at Buckeye Pacific, Portland, Or.

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

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

Eric J. c..lrr"., has been promoted to president, chief operating officer, and a director of Potlatch Corp., Spokane, Wa.

Hassan ttHarry" El-Kara has been named general mgr. of Tropial Roofing Products, La Mirada, Ca.

Richard F. Fleming, ex-USG, has been elected to the board of directors at Boise Cascade, Boise. Id. Adam Clodfelter, ex-Precision Estimating, is a new EWP designer in Vancouver, Wa.

Darryl Hopkins has been appointed manufacturing supervisor at Milgard Windows & Doors, Simi Valley, Ca.

Rick LaChance, ex-Zytech Building Systems, has joined Production Framing, Sacramento, Ca., as estimating/purchasing mgr.

Rhea Stumm has been named mgr. of Habitat for Humanity's ReStore discount LBM outlet in San Bernardino, Ca.

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

Don Demens was promoted to chief executive officer of Western Forest Products, Vancouver, B.C., succeeding Dominic Gammiero, who remains chairman of the board.

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

Ted Seraphim has been promoted to c.e.o. for West Fraser Timber, Vancouver, B.C., succeeding Hank Ketcham, who is now executive chairman.

Todd Harkness has been promoted to president of the LBM and hardlines division of ECi Software Solutions, Fort Worth, Tx., replacing Scott Stanford, who left after 2l years to pursue other interests.

Andrew de Vries has joined the Sustainable Forestry Initiative, Washington, D.C., as v.p.-conservation, indigenous & government relations, overseeing the SFI conservation program in Canada and marketing the standard to Native Americans, First Nations, and Metis groups.

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

Rex Easley is the new transportation safety director at Mungus-Fungus Forest Products, Climax, Nv., according to co-owners Hugh Mungus and Freddy Fungus.

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By Dennis Connelly

Lessons from the tradeshow floor Are you just riding on visibility?

If fnlrtNc THE tradeshow floor at the recent V Y International Builders Show in Las Vegas, I was excited and stunned. While much of the business world thinks of 2008 as the year that started the big economic downturn, many of us know it started in January 2006, because that's when we started feeling the effects. But the story's been changing, and this year brought new excitement to the show.

Companies are leaner now-whether it's operations, administration or sales-but they're finally growing. And what stunned me about this new growth is that there's still much anxiety just beneath the veneer of excitement (excuse the pun.) Just past "Everything's great" and "We've got it all figured out now," not to mention "We're doing better than last year," there's a growing concern and shift in the way that c.e.o.'s are thinking about 2013.

I heard these two questions most often: (l) Is our company capable of adding enough new growth to meet corporate objectives? and (2) Can our current sales staff grow and keep pace with the changing market demands?

I spoke with a company founder who was genuinely concerned that while his business was growing, so was the market in his space. He had a sinking feeling that he wouldn't be able to take business from the competition without lowering price. Yes, all boats are being lifted by the new tide, but, he admitted, it's ultimately not a success formula.

In my last article ("Recruiting in the New Sales Environment," Jan., p 22), I talked about the shifting sands under

salespeople and the new, standard skill sets which must come with every hire, including the ability to stand apart from the crowd. With those observations, combined with many executives' concerns in the building materials industry about growth and people, I spent the second day at the Builders Show talking to the sales staff and management. There were five questions worth sharing with those who will make a living in 2013 selling building materials:

How do we know whether sales force improvement is fantasy or reality?

Yes, sales are up. But are sales increasing due to organic growth caused by better selling skills, stronger prospecting, perfect positioning statements, insightful problem-solving, needs analysis, thorough qualifying, well-timed proposals, and excellent closing skills? If you aren't sure, you may be going along for the ride or even being taken for a ride.

How do we take business from the competition without lowering price?

This is the true test of our ability to stand apart from the competition. To have the customer pay more attention to us than anyone else requires the ability to have a conversation that is more than just "What do you need?" and "How much is your budget?" To gain the full attention of your customer, above all competition, you must have a business discussion where you can drill down to find a hidden or indirect problem which your product will solve.

For example, you could think about the price of your decking vs. the lower price of the competitor's decking. We're probably good at calculating the cost of their decking problems and tacking it onto their price. But who's the person dealing with those problems at your customer's company? What is that person's regular job? And what is he or she not doing when distracted by and/or dealing with those problems? And, how important is the job that they're supposed to be doing? And what is that costing you? Now you're onto a different discussion, which will help you stand out from the crowd. And now your higher price is less important.

How can we fend off the competition's full court press on our existing accounts without meeting their price?

This is an account management problem. Having long-standing accounts can lead to complacency. If you're like most LBM salespeople, you have hundreds of potential customers in your territory, but maybe 10 of them account for most of your sales.

Ever seen a basketball team up by 30 points and still lose the game? The Celtics lost to the Knicks that way in a 1986 game. You could see the Celtics' meltdown and if you're a fan, it put a pit in your stomach. They stopped having fun. They stopped taking chances. They stopped playing to win and starting playing not to lose. Don't do that with your customers. Once each quarter, act like you're competing for their business all over again.

Gan our salespeople leverage relationships with existing customers to sell the entire product line?

The answer is that some can. but most cannot. The follow-up questions are: (a) Can those who cannot do that, learn to do it? (b) Are there hidden issues causing them to get in their own way? (c) Is the little voice in their head telling them that their customer needs to diversify, that we can't be all things to all people, that we're good at some things and not others, or is there another excuse you're hearing?

If the products you're carrying are right for the market, then selling skills are standing in the way of growing sales within your customer base.

What are we gettang out of this show?

That's a great question. Some are gleaning much from it; others see little result. The difference was in the staff's mindset and understanding as to why they were there. If the purpose was merely to be visible and support for the industry, then there was commonly disappointment with the show.

When people with whom I spoke were actively looking for new qualified opportunities, they had a different experience. Without an active, thoughtful show strategy, the default of using it as "visibility" results in just the opposite effect. Call it the Denial = Visibility model. The denial comes from the preconceived notion that you cannot really sell at the Show. But you could have, and that's a topic for another article.

- Dennis Connelly is a building materials veteran and sales development consultant with Kurlan & Associates. Reach him at

How to fix what aintt broke

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A: This is onc thlt l'r'rrstlatcs cr cr-r' slrlcsl'rcrson. I-e l's stlrrt br l)uttinc t'oulscll'in tltc custonrcr"s shocs. \'ou'rc show n hinr r our yrlotlrrct lurrl i1's noticcutrlr' trcttcr/clrcupe r' thlrn n hat thcl llc ctu-r'cntlv rrsrng. Or'. thcr \\ ()n t c\ un tlkc thc tinrc to looL lLt r our- lutcsl unrl grcltcst soluliorr. Rcglrr-tllcss ol ri lrcrc vou lfc lrl in tltc slrlcs pr-occ::. llrc pr-oblcnr is that tor.r hurc sorncllting bc(tcr'. anrl thcr riorr't btLclgc ll'orr r-rsing an irrlcr-ior soluliorr.

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Why not? Let's analyze the situation. As is almost always the case. thc solution becomes really obvious when we have done a good.job of analyzin-r1 thc problem. So. let's considcr the reasons why the customet' won't budgc. Here are the big thrcc:

1 . rnt perceived bene.fit from switching the product is not worth the time and effort the customer must invest in the change process.

Okay. so your LAGS (latest and gfeatest scllution) will save him -5%. But. he must work off his old inventory. notify thc curcnt supplier, switch all the numbcrs in his purchasing and inventory systcms, perhaps rcwrite protocols. maybe train staff in the new thing. comrnunicate thc change so that everyone intcrnally knows about it, etc. See the problem'l It takcs time. effort and money to change a procluct. And most of your customers. if they are like most of the business world these days. have too rnuch to do iind not enough time in which to do it. They dcln't nced another prtlcct. So. while your LAGS is an irnprovcmcnt. the improvement just isn't worth thc timc and effort.

2. fnn potential change infringes on a well-established relatiortship.

It may be that the current product is being purchased as part of at comntittcd relationship with the competition. And it mly he that the conrpelittrr pcrforms other serviccs lbr this customer that would bc jcopardized if thc customer didn't buy this product frttm thenr. For example. the compctitor may invite this customer to an annual outing to his condo on the bcach in Florida. lf the customer switches this item, he ntay believe that it will .ieopaldizc that. Or. the e()mpetitor inventories the product for thcm, provides special dating, packa-ues it specially, ctc.

The issue here is that switching the product harms an existing relationship. and the relationship is more impoftant to the customer than thc savings or benefit o1' your prtrduct.

This relationship issue carr alsi'r cxtend to the individual. In other words. the customer has a lon-e-standing excellent relationship with the competing salespcrson. And thc customer doesn't want k) do anything that nright be secn as jeopardizing that relationship. In eithcr case, the relationship trumps the benefits of your product.

3.fnt risk isn't worth it. E,very dccision to buy carrics with it a perception of risk. Risk is defined by the perccived cost to the individual customer if he/she makes a mistake. Think of it this way: What happens to the individr-ral decision rlaker if he decides to switch to your product and it doesn'l work out thc way you portlay it'/ Maybe the product doesn't u olk rluitc rrs srnoolhll us it seents. or your ability to deliver isn't what yctu promiscd. What grief does that cause

thc customer'l What cmotional turmoil. job stress. and pcrsonal pain does it cause?

Nou I know that you re sul ing none of that will happen because you really do havc a great product, and you renlly are a wondcrful company, and you won't let anything bad happen. You may believe that. but your customer docsn't.

If thc customer perceives great risk in the dccision. the status quo is (Cotttirtuctt on ne.\t puge)

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Fix What Ain't Broke

always the safer, preferred choice. It's always safer to maintain the nonpainful status quo than it is to take a major risk.

Okay, you have analyzed the reasons why this parficular customer isn't rushing to order your LAGS. Now what?

Your solution is based on your analysis of the reason why they don't buy. If the reason is the customer views the benelit of changing us not worth the effort, then you must either reduce the effort, or increase the perceived benefit. Offer to do as much of the work of changing as you can. Provide all the information in an ecsy to use format so that it is easy to put into the computer. Offer to write the memo announcing the change, to train all the employees in the details of the new thing, etc. Make it less costly in terms of time and effort

Or, make the benefit appear bigger and more attractive. Do some financial justification. Show the impact on processes and the customer's customer. Make your product even more compelling.

If the reason they don't buy is number two. your best hope is to convince the customer that the change won't jeopardize the existing relationship. Minimize the impact on the competitor. And, again, maximize the benefit of your product.

This is the most difficult situation to deal with, because the reason they aren't buying is something about which you can't do much-a relationship with a competitor. You may be reduced to the fall-back position of last resort-proactively wait for something to change in your customer's relationship with the competition.

If the reason they don't buy is risk, your strategy is to reduce the perception of risk. Remember, risk is perception, not necessarily reality. The problem is that the customer perceives there to be risk to him in the decision to buy. So, reduce the customer's perception of risk by using a combination of risk-reducing tactics. Make the product seem more real by having him see it in operation in a different customer's environment. Back it up with written guarantees and warranties. Make it seem like a lot of people have successfully used the product by having pictures of other customers using

it. Acquire letters of recommendation and testimonials from other customers. Anything you can do to have someone else, beside yourself, say good things about the product is a worthwhile eflort. Bring the customer into your facility, and let him meet the people who make things happen for you. All of these things reduce the risk to the customer.

One final thought: Understand that our customers are far more motivated to take action by the avoidance of pain than they are the acquisition of some benefit. We are so uscd to talking about the benefit of our product to the customer. and that often falls on deaf ears. Far more powerful is the perception that our solution makcs some intense pain go away. If you can identify some significant pain that the customer is experiencing, and show how your LAGS makes the pain go away. you will have provided the customer significant motivation to shove all three of the above reasons down the list.

- Dave Kahle is a distribtttiott ittdustryt'bcused consultant, trainer ancl author tl' nine books, including, How to Sell Anything to Anyone Anytime. Reach him at ( 6 1 6) 15 1 -9377 rn' wtt w.davekahle.com.

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New Owner for PanelTech Mill

PanelTech Industries, Hoquiam, Wa., which filed for bankruptcy protection a year ago, has been sold to Little Green LLC. Hoquiam.

"We certainly didn't want the jobs to leave." said new co-owner Gale Dahlstrom, who co-owns other wood products firms in the area. "Basically, we got into it because it looked like an outside firm was interested in purchasing it and perhaps moving it."

According to Dahlstrom, the company got its start as Harbor Plywood-which developed a new type of Douglas fir plywood made with waterproof hot-pressed resin in 1934. "We're still running that same plant today," he said.

PanelTech, which began in 1996, made solid-surface phenolic resin paper composite products under the Paperstone, Rainstone, and Stonekast brands for kitchen and bath surfaces and other architectural applications.

The new owners also negotiated with the Port of Grays Harbor to extend the current PanelTech lease.

Dahlstrom said he intends to keep all current employees, including management.

Power Tools Sales Perk Up

Global power tool demand is forecast to increase 4.67o annually through 2016 to $28.1 billion, bolstered by the rebound in U.S. home construction. according to a new Freedonia Group study.

China has become increasingly important over the last decade, as both the dominant producer and a big user of power tools. From 2001 to 2011, production in the country more than doubled, while demand quadrupled.

India will increase at the fastest rate of any country. growing more than l)Vo per year through 2016.

Cordless electric tools will enjoy the most robust growth, rising 8.37o annually to 2016. Cordless tools will continue to replace plug-in models, as technological improvements have shortened the power advantage that corded tools once held.

In the aggregate, electric power tools account for the majority of all power tool demand, as they are used extensively by both professionals and consumers in most applications.

Professional demand, which accounted for 7O7o of worldwide power tool sales in 2011, will outpace consumer demand throueh 2016.

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Michael Harold "Mike" Logsdon, 63, president of Fontana Wholesale Lumber and Fontana Wood Preserving, Fontan a, Ca., and Cal Coast Wholesale Lumber and Coast Wood Preserving, Ukiah, Ca., died Jan.27

In the early 1970s, he joined his father's wood preserving businesses, Coast and Valley Wood Preserving, Turlock, Ca. An engineer, he designed and built the Fontana treating plant in the late 1970s.

Richard Francis 66Dick" Kennedy, 94, former owner of Kennedy & Sons Lumber. Fresno. Ca.. died Feb. 6 after a brief illness.

Before and after serving in the U.S. Army Air Corps during World War II, he worked in the Fresno area lumber industry. Later, he joined his father's wholesale lumber brokerage, taking the business over with his brother, Wally, when his father died in the early 1950s. They retired in 1980.

John M. ttJack" Lawrentz,76, retired owner of Westwood Lumber, Moraga, Ca., died Jan.29 in Walnut Creek, Ca.

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After graduating from Valparaiso University, he became a lumber broker in 1961. He owned Westwood from 1992 until retiring in2007

Frank N. Blagen Jr.,93,longtime West Coast lumberman, died Feb. 11. Growing up working at his father's Blagen Mills in Calpine and then White Pines, Ca., he spent decades building, owning and managing lumber mills in Northern California and Oregon. In 1981, he co-founded Redwood Coast Trucking, Arcata, Ca.

Ronald D. "Ron" Morton. 85. former owner of St. Vrain Lumber Co., Lyons, Co., died Feb. 21.

A U.S. Navy veteran of World War II, he operated St. Vrain until selling it in 1976.

John Waithman Lowe.86. former vice president of Pickering Lumber Co., Standard, Ca., died Jan. 21 in Bozeman, Mt.

He attended the University of California-Berkeley while working summers in forestry and logging. After 10 years with American Forest Products Corp., he joined California Pacific Sales Corp., San Francisco, Ca., as

executive v.p. in 1961.

He worked as v.p. at Pickering from 1965 to 19'74, then ran a mill in Burney, Ca. In the late 1970s, he acquired the CORAD powder coating plant in Hayward, Ca., which he operated until 2010.

He was a director of the Western Wooden Box Association, Cal-Pine Container Corp., and Keep Califomia Green Inc.

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

He retired in l98l as general manager of American Forest Products Co., Foresthill, Ca.

Harry E. Bogue, 100, retired manager of Pacific Beach Lumber, Pacific Beach. Ca.. died Jan.2l.

He managed the yard for 40 years.

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

After serving in the U.S. Navy during World War II, he worked as a millwright, manager and engineer for Roseburg Lumber, Georgia-Pacific, and Gregory Forest Products.

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Managing stress in alamily business

$oun sUPPLTFR just informed you |. that your shipment is going to be two weeks late. You've just had a call from your son, who's going to take the day off for the fifth time this month. You've just found out that the computer system in the office has broken down again.

Are you stressed yet? What do you do? How do you react? Do you know that how you respond to these circumstances could either shorten or lengthen your life? Do you know that you have a choice about how you react? Do you know what to do for stress management?

What is Stress?

In technical terms, stress is the body's reaction to a real or perceived threat. The stressors are events that cause our bodies to release a flood of adrenaline, cortisol, and other stress hormones that produce powerful changes. Our heart rate and breathing rate go up, our muscles tense, and our stomachs produce more acid. We are ready for fight or flight, a vestige of our lives thousands of years ago. But, in today's world, stress can lead to physical, mental, emotional, and behavioral problems.

For over 50 years, researchers have been studying the relationship between stress and disease. They have found that stress can lower our antibody production, which makes us more susceptible to diseases. It can deplete us of vitamins, increase bone loss, and, over time, increase our risk of accidents.

Some researchers believe that stress stimulates many of the condi-

tions that cause early aging. If we get into the habit of overreacting, we will subtract years from our lives.

It should be added here, though, that not all stress is bad. In fact, our productivity actually improves with an increase in stress, until the stress becomes too great and our performance falls off.

Our lives would be boring without any stress. It is a normal part of life and only dangerous when it becomes too much for us, or we allow it to turn our reactions into damaging overreactions.

Stress in the Workplace

Research has found that 60Vo to 90% of medical office visits are for

stress-related symptoms. An estimated 1 million workers are absent on an average workday because of stressrelated complaints. Job stress is estimated to cost U.S. industry $300 billion annually, in the form of absenteeism, diminished productivity, employee turnover, and direct medical, legal and insurance fees. Workplace violence and industrial accidents are increasing, and are also thought to be due to increasing stress.

Most of my clients are busY entrepreneurs. They have worked long hours and have little time for themselves. They are often referred to as Type-A personalities and have been blamed for causing their own stress, by pushing themselves to achieve. Being a Type A is not in and of itself harmful. In fact, these usually successful people often get more stressed when they try to relax or slow down.

They need to find outlets for their energy; a vacation sitting on the beach will probably not work. They also need to identify what stresses them and avoid those situations, if possible, or practice better ways to handle the stress. Some of us are better than others at handling the stressors in our lives. There are many ways to accomplish this:

Get control of your responses.

Make and keep friends.

Live within your means.

r KeeP your mind alive and active.

Finally, dealing with stress means dealing directly with emotional upsets and conflicts, which is a critical challenge for families who work together. Stress is very individualized; what may be stressful for one family or business, may be brushed off as "no big deal" by another. The trick is to identify what you can and what you can't change.

Stress Management: Where Do You Start?

While you may not be able to control all of the complications in your life, you can change your responses. The most important step is to take control. "Stress hardy" individuals and families have that ability.

The best way is to learn to replace the stress response with a relaxation response, which can be elicited by regular meditation. Research suggests that regular mediation, for 10 to 20 minutes a day, can reverse the ill effects of stress. Meditation basicallv

consists of calming the mind by focusing on something simple, like breathing, contemplation, prayer, or visualization.

A recent study found that individuals who took an eight-week meditation course showed increased activity in the left frontal cortex of the brain. In contrast, members of the control group, who did not meditate, did not. The lefrfrontal cortex is under-active in people who are stressed, overanxious. or depressed, but more active in people who are usually calm and happy. People with more active left frontal cortexes produce less of the stress hormone cortisol, recover faster from negative events, and have higher levels of certain immune cells.

There is also evidence that those who can calm themselves are less likely to suffer deleterious effects from real trauma and are, in fact, less likely to suffer PTSD (post traumatic stress disorder). Since stress is "contagious," positive changes in your mood and self-awareness can work wonders for your business and family.

- Jane Hilburt-Davis is president of Key Resources, LLC, Boston, Ma., a fami' ly business consulting firm. She has trained, mentored, and coached hundreds of familv business advisors and is co-author o/ Consulting to FamilY Businesses. Reach her at (617) 577-0044 or at j .hilburtdav i s @ c omc ast.c om.

Reprinted with permission of Key Resources LLC. No portion of this article may be reproduced without its permission. Send

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The Boulevard series comes 6'8" high, in 5', 6', and 8' widths. A variety of multi-style combinations, custom sizes, and custom finishes are also available.

T SKYREACH.COM

(866) 903-8800

Water Diversion for Decking

CertainTeed's new water-diversion system creates dry areas under decks for entertaining or storage.

UnderShield features 6'x16" vinyl panels with that can be installed to deck joists with stainless steel hardware. A concealed clip and grid system diverts water to the edge of the deck.

Panels come in two styles-chamfer or beadedand three colors: colonial white, sterling gray, and savannah wicker.

T CERTAINTEED.COM

(800) 233-8990

Easy-Gare Gutters

The Boston Gutter System from Intex Millwork offers the appearance of wood, but not the maintenance.

The extruded PVC gutters come in l0- and 20-ft. lengths, with a bracket system to hang and float.

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

T INTEXMILLWORK.COM

(866) 293-4t00

Versatile PVG Trim

Versatex WP4 is a PVC alternative to conventional pine trim.

Sold in 18' lengths, it's ideal for wainscoting, soffits, porch ceilings, and a score of other interior and exterior applications.

The product features an authentic V-groove center match, with a 314"x5-7116" profile. Installarion requires ordinary carpentry skills, tools and fasteners.

I VERSATEX.COM

(724\ 857-|lt1

Gorner with a View

The Ultra series corner-window unit from Kolbe offers unobstructed views without unwanted solar heat.

Inside, the windows are trimmed with a choice of wood species, including FSC-certified. The outside is framed with clear-anodized aluminum. Each side spans more than l0'x10', with integrated awnings that open with motorized operators.

I KOLBE-KOLBE.COM

(1 t5\ 842-5666

Perennial T&G Porches

Perennial Wood tongue-and-groove porch flooring uses Trulast technology that decreases shrinking, selling. cupping. and warping.

Three uncoated profiles are offered: 314"x3-118" and 7/8"x3-1/3" finished face in 8', 10', and 12' lengths, and7l8"x4-7l8" finished face in 8'and 10' lengths.

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

I PERENNIALWOOD.COM

(800) 530-7495

INTERIOR FIRE RETARDANT LUMBER AND PLYWOOD

NATIONWI DE STOCKI NG DISTRIBUTORS

SUPERIOR TO PAINT OR COATINGS

STRONGEST FRTW WARRANTY COMPETITIVE PRICING

T5O AND KDAT

Thermo-Ash Decking

Thermally modified hardwood decking from Thermory USA uses no chemicals, glues or rainforest materials. Sizes are lx6 and 5/4x6.

Its hidden-clip system requires no drilling and ensures perfect spacing, using stainless steel hardware and machined side grooves. The wood ages naturally to silver/gray, or a UV deck oil can be used to maintain its rich brown tones.

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

I THERMORYUSA.COM

(841) 256-8828

Flooring on Gontact

Devine Color Floor has launched a new line of luxury vinyl flooring with a patented adhesiveimpregnated fabric backing said to create a bond that is both permanent and easily removable.

Ideal for residential and commercial applications, the Devine Contact Collection is 3mm thick with a 0.55mm wear layer. It comes in l0 plank and nine stone tile colors.

I

DEVINECOLORFLOOR.COM

Affiliotions: AWPA, WWPI, lRG, LACN, HLPA

PVG Fencing

Enduris' low-maintenance Endwood cellular PVC fence has a rich, hand-stained look with rough-sawn texture and variegated woodgrain pattems.

It can be assembled onsite with 6" pickets, either squareedged or dog-eared. Two l" circular voids accommodate a stabilizing steel tube in the center rail.

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

I ENDURIS.COM

(888\ 329-1428

Get the Edge on OSB

Hardwood Edge from Weyerhaeuser reportedly is the first OSB floor panel specifically engineered for use under hardwood floors.

Panels have built-in endgrooves to eliminate standing water and reduce water absorption, plus a

Natural Finishing

Vermont Natural Coatings' PolyWhey Heirloom Wipe-on finish offers the look and feel of traditional hand-rubbed finishes.

Made with whey protein, the non-yellowing finish is easy to apply on cabinets, doors, and other wood.

T VERMONTNATURALCOATINGS.COM

(80D 472-8700

proprietary edge seal to reduce edge swell and sanding.

Each 4'x8' panel is 23/32" thick, has a printed fastener template, and is fully sanded.

CASir rFlA

DECKING BY Frnp

Natural Beauty and Exceptional Quality.

With Ccscodio de&ing, the unsurpossed noturol beouty of Western Red Cedor is motched with lerminol Forest Productl renowned monufocfuring quolity. Ihis creotes o product thot is beoutiful, functionol, ond eco-friendly.

[oscodio decking is mode from o I 0070 renewoble ond sustoinoble North Americon resource unlike PVC ond tomposite decking, which is lorgely mode from non-renewoble petroleum products. Ihird-porty life cycle onolysis deorly shows WRI decking os the be$ environmenfol choice for decking: WRC significontly outperforms su$itute products in every environmentol meosure.

Western Building Material Association installed Bill Mackie, Madison Lumber, Ketchikan, Ak., as its new president during its recent annual convention in Portland, Or.

New lst v.p. is Mike Werner, Builders Alliance, Bellingham, Wa.; 2nd v.p. Steve Kerr, Kerr Ace Hardware, Brookings, Or.; national director Curtis Jack, Coquille Supply, Coquille. Or.: executive committeeman Brett LaMar, Lake Chelan Building Supply, Manson, Wa.; insuranca trust chairperson Eric Fritch, Chinook Lumber, Snohomish, Wa.; suppliers council chairperson David Shanda, Huttig Building Products, Auburn, Wa., and new board member Jeff Newenhoff, City Lumber Co., Astoria, Or.

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

Distinguished Dealer of the Year, and Tom Stumpf , Western Wood Preserving, Sumner, Wa., as Supplier of the Year.

WBMA's professional development series continues April 1l-12 with two Bill Sharp presentations at Heathman Lodge, Vancouver, Wa.

The first day will cover "Around Customers, Everyone Sells," followed by dinner and product knowledge sessions. The topic for the second day will be "The 5T's of Success," followed by a tour of Allweather Wood Treaters, Washougal, Wa.

Mountain States Lumber & Building Material Dealers Association honored outstanding members at recent events.

Cindy Hart, Boise Cascade, Denver, Co., was named Lumberman of

the Year at the annual end of year event. Max Guetz, Alpine Lumber, Denver, was honored as Industry AllStar during its first Brewfest fundraiser, which raised more than $13900 for Project Healing Waters.

Larry Bujaci recently retired as field rep for the association. After being honored as Lumberman of the Year in 1996, he retired as a Boise Cascade salesperson and went to work for the association in 1998.

MSLBMDA's Colorado Council will host its 20th annual bowling tournament April l5 at Arapahoe Bowling Center, Greenwood Village, Co.

Western Hardwood Association is staging its annual convention & expo for April 30-May 2 at DoubleTree Lloyd Center, Porlland, Or. Educational seminars will look at regulations affecting harvest and shipments, environmental policies, exporting and importing hardwoods, and design trends affecting Pacific Northwest hardwoods.

Networking opportunities include an opening reception, dinner and auction; an exhibitor showcase; Oregon microbrew reception, and a mill tour.

American Wood Protection Association will hold its first convention in Hawaii-April 28-May I at Sheraton Waikiki, Honolulu.

Highlights include visits to a treated wood test site and a Formosan termite laboratory, with hands-on demonstrations of how test samples are evaluated.

North American Wholesale Lumber Association has scheduled its annual leadership conference for April 28-30 at Innisbrook Golf Resort & Spa, Tarpon Springs, Fl.

Presentations will include "The

LOS ANGELES Hardwood Lumberman's Club donated $8,000 to the Hardwood Forest Foundation during its recent pool tournament in Orange, Ca., won by Mike Walters, a guest of runner-up Dale Bohannon, Bohannon Lumber, Long Beach, Ca. The funds were raised from the Alan Bohnhoff Memorial Golf Tournament.

LBM Dealer Market: What Now and What Next?" by Paul Hylbert, Kodiak Building Partners; a discussion of trends affecting the distribution supply chain by Paul St. Germain, co-author of Facing the Forces of Change, and an economic forecast by Paul Jannke, Forest Economic Advisors.

National Hardwood Lumber Association will hold its first Chinese inspector training class July l5 to Aug. 15 at NHLA headquarters in Memphis, Tn.

Taught by veteran instructors Rich Hascher and Randy Wilson, assisted by Chinese language interpreters, the Monday-through-Saturday summer school will include mill visits and networking opportunities with North American suppliers.

(Left to right) Alan Arbiso, Mark Michie, Dale Bohannon, Matt Barrass, Charley Fiala, Mike Walters, Jim Gaither, Marty Fox, Dan Bohannon, Bill Fitzgerald.

Ace Hardware Targets B2B

Ace Hardware Corp. has launched a new program to sell to small businesses, including schools, churches, restaurants, and apartment managers.

Branded as "The Supply Place, Powered by Ace," the program includes an e-commerce site and a certification process for all participating Ace dealers.

Western Wall Groups Team Up

The Northwest Wall & Ceiling Contractors Association, Associated Wall & Ceiling Contractors of Oregon & SW Washington, Wall & Ceiling Alliance, and Western Wall & Ceiling Contractors Association have jointly formed the National Building Institute.

The institute aims to increase market share for member contractors by pooling access to each association's technical resources and together developing specific construction system designs.

Headed by Neil O'Connor, the institute's board of directors includes

CTASSIFIED

NWCCA's Rick Harris and Jim Taylor, AWCC's Vaughn Grubaugh, WACA's Jim Watson and Greg Brady, and WWCCA's Robert Klugh, Daryl Wimberly and Todd Heimerl.

Milgard Brightens Window Shopping Experience

Milgard Windows & Doors, Tacoma. Wa.. has added new interactive tools to its website, to provide consumers with a more immersive experience as they shop for windows and doors.

A mobile version of the new website is also available.

"We take pride in our ability to offer one of the industry's most comprehensive, informative and engaging online window and door research experiences," said brand manager Jeremiah Noneman.

The professional resources section was created with feedback from builders, contractors, architects, and other design professionals. It contains detailed product specifications, BIM

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 "camera+eady" (advertiser sets the type), $65 if we set type. Send ad to Fax 949-852-

NORTHWEST OREGON-based manufacturer of high-end specialty wood products seeks experienced, sales/marketing professional. The candidate will become part of a team with responsibility for sales, purchasing and manufacturing of specialty wood products.

Qualifications to include:

Existing network of business relationships and following among customers and/or sawmills;

College degree or work experience equivalent:

Ability to work in a team-oriented environment:

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

Excellent verbal and written communication skills as well as a good math background;

Willingness to travel.

Compensation includes salary plus performance-based bonuses. medical and dental coverage, and expense account. This is an excellent opportunity to join one of the most established and respected companies in the specialty soff wood business.

Please send resume in confidence to nellaho@me.com. Please reference "Merchant want ad" in the subject line.

objects, CAD drawings, and other technical information. Continuing education units for architects and contractor loyalty programs are also easily available in this new section.

Consumers can now navigate. explore, and learn about products based on individual design criteria: window style, frame material, or architectural style. New product content, photo galleries, product reviews, and interactive navigation menus allow users to enjoy a customized experience and learn about windows.

A new inspiration center allows users to visualize what new windows and doors will look like in their own home. The interactive tool lets consumers select from a wide variety of pre-masked interior and exterior images, or upload a photo of their own. Then they can view all Milgard product series and play with the most popular operating styles, configurations, colors, grids, and trim options. Finally, users can save their projects and then share them via social media.

0231 or dkoenig@ building-products.com. For more info, call (949) 8521990. Make checks payable to Cutler Publishing. Deadline: 18th of previous month.

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

NBTUaN REED LUMBER CO.

NEIMAN REED LUMBER CO., a San Fernando Valley-based wholesale lumber and plywood distributor, is looking for two quality and seasoned salespersons. The first candidate will manage and run our plywood operation with sales and buying responsibilities. Mill contacts and customer following are essential. The second candidate will be a softwood/hardwood trader with loyal following. We offer the most comprehensive inventory with a full spectrum of grades, a competitive compensation program, earned bonuses, 401K, travel and expense accounts, and full-health insurance benefits. This is an excellent opportunity to be a key part of a premier wholesale lumber company. Please send resumes in confidence to Ed Langley: elangley@neimanreed.com.

CALIFORNIA CASCADE INDUSTRIES is currently hiring quality, seasoned salespeople. Opportunities are for both inside and outside sales. Send resume to ckaufenbers@ califomiacascade.com

DATE Book

Lisflngs are often submitted months in advance. Always verify dates and locations wtfh sponsor before making plans to aftend.

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

Greenprints - March 13-14, Georgia Tech Research Institute Conference Center, Atlanta, Ga.; (404) 872-3549i www.greenprints.org.

Pacific Northwest Association of Rail Shippers - March 13'14, conference, Doubletree, Portland, 0r.; (503) 656-4282; www.rail' shippers.com.

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

Small Log Conference - March 13-15, Coeur d'Alene Resort, Coeur d'Alene. ld. : www.forestbusinessnetwork.com.

Los Angeles Hardwood Lumberman's Club - March 14, golf tournam-ent, El Prado Golf Course, Chino, Ca.; (626) 445-8556; www.lahlc.net.

Redwood Region Logging Gonference - March 14.16, Redwood Acres Fairgrounds, Eureka, Ca.; (707) 4434091; www.nlc.net.

Pasadena Home Show - March 16-17, Pasadena Convention Center, Pasadena, Ca.; (888) a33-3976; acshomeshow.com.

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

Window & Door Manufacturers Assn, - March 18.20, legislative conference, Arl n gton, Va. ; (800) 223-2301 ; www.wdma. com.

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

National Wood Flooring Association - April 2.5, conference & wood flooring expo, Gaylord Texan, Dallas, Tx.; (800) 422-4556: www.woodfloors.org.

International Wood Gomposites Symposium - April 3.4, annual symposium, Red Lion, Seattle, Wa.; (800) 942'4978; www.woodsymposium.wsu.ed.

Great Falls Home & Garden Show - April 5-7, sponsored by Home Builders Association of Great Falls, MT ExpoPark, Great Falls, Mt. ; (a06) 7 28-191 6i www.greatfallshomeandgardenshow.com.

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

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

Structural lnsulated Panel Association -April 9.11, annual meeting & conference, Loew's Resort Canyon Spa, Tucson, Pu..; (2531 858-7 47 2., www. si ps. org.

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

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

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

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

International Wood Products Association - April 17.19, annual convention, Westin Bayshore, Vancouver, B.C.; (703) 820-6696; www.iwpawood.org.

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

Building-Products.com

National Kilchen & Bath Association - April 19.21, annual show, New Orleans, La.; (800) 843-6522; www.nkba.org.

Rock Springs Home & Garden Show - April 19.21, Sweetwater Events Center, Rock Springs, Wy,; (307) 382-0710; www. wyominghomeshow.com.

Albuquerque Home & Garden Show - April 20-21, Expo New Mrixico'at New Mexico State Fairgrounds, Albquerque, N.M.; (91 6) 372-5390; www.abqhomeandgardenshow.com.

Transf oad Distribution Association - April 22-24, conference, Hilton Rosemont, Rosemont, ll.; (503) 656-4282; www.transload.org.

Wood Machinery Manufacturers of America - April 23.26 woodworking conference, Marrioft Tempe at the Buttes, Tempe, Az.; (443) 640-1 052; www,wmma.org.

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

Black Bart Hoo-Hoo Club - April 27, annual poker toumament & BBQ, Burgess Horse Barn, Healdsburg, Ca.; (707) 889-0049; www. blackbarthoohool 8'l .org.

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

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

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

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

ADVERTISERS

fndex I

For moro informalion on advertisers, call them directly or visit their websites [in brackets].

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

Allweather Wood [www,allweathenvood.com]..................Cover lll

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

TNEEHO ri

U5E PRODUCT FILTER

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

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

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

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

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

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

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

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

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

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

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

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

Caf ifornia Redwood Association [www.calredwood.org] ...........21

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

Capital [www.capital-lumber.com].......................................,C0ver I

Fontana Wholesale Lumber [ontanawholesalelumber.com]..,,,,1 3

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

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

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

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

Huff Lumber Co.

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

ldaho Forest Group [www,idahoforestgroup.com] .......................3

Jaaco Corp. [wwwjaac0.c0m]...,,............,..,................,,................19

Keller Lumber Co.

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

NAWLA Special lssue ...,,.........

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

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

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

Pacific Wood Preserving Cos. [www.pacificwood.com]..........,,,U

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

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

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

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

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

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

Shaight Line Transporl [www.straight-line.transport.com] .....,,46

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

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

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

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

Western Red Cedar Lumber Assn. [wrcla.org]...,.......28, 33, 40.41

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

W. .vollota cvary ilon in ovr rtorq bqrod sn thrr four eila?io ro you con moks msrc inlormod drcirlonr obout thr produclr you'rn briagin6 into your homr. (pmfm6

For interior applications where fire retardant construction materials are specified or required by building codes.

Testing and Approvals

. UL@ Class A (Class 1) with FR-S Rating

. CalFire -Building Materials Listing

. City of Los Angeles - Research Report: RR 24502

' Building Code Compliant under ICC ESR-2645

. Interior Type A High'Temperature (HT) FRTW

Product Features

. Low-corrosivity & Low-hygroscopicity

No VOC's or Formaldehyde

. SO-Year Limited Warranty