Hardwood group turns over a new leaf

National Hardwood Lumber Association has launched a rebranding effort, to realign itself with changes in the industry and the needs of its members.

A new logo, with the tagline "Strong Roots, Global Reach," describes NHLA's refocus-mainrnining its position as keeper of the hardwood industry's rules, while increasing its presence in the media, as well as economic and regulatory affairs.

The association has undergone several personnel changes over the last year, creating a communications team with backgrounds in public relations, marketing, advertising, graphic design, political campaigns, and lobbying. "We will target the media, the consumer, the industry, and the decision makers," executive director Mark Barford said. "We will tell our story and not let others define who we are."

NHLA will take a proactive role in engaging the media, to help shape the future of the industry in areas such as certification, consumer choice, and global trade.

NHLA's education program will add new eduation courses designed to give members what they and their employees need at all levels of their career-from enbry to executive level. The group will also continue to increase its involvement with the Hardwood Federation and the American Hardwood Export Council.

NHLA will also work to build coalitions with groups outside the industry that share common tactical goals, even if they are not necessarily seen as friendly to the industry overall.

"We must consistently explore and act on the important issues, including sustainability, globalization, land use, international grades, and public awareness," said Barford.