GOOD THINGS TAKE TIME

More than a year ago, the marketing team developed the 2023 media kit and the editorial calendar for Hardwood Matters

The focus for August is advocacy. The decision to focus on advocacy was due to the expected return of the Hardwood Federation Fly-In, which I am happy to report did take place in June. (see recap on page 14).

NHLA has been an advocate for the hardwood lumber industry for 125 years. To continue its efforts, NHLA and industry volunteers have worked to develop and implement a new strategic plan to guide its work over the next five years.

An advocacy goal is usually a long-term result; it may take years of advocacy work to bring the desired result. Advocacy goals usually require allies to bring about the required change. This is most definitely true for the work of the Association. Our goals require allies within the membership, such as those volunteers that serve on the NHLA board of directors, and partnerships with other affiliated groups, such as the US Forest Service and industry associations.

The strategic plan has consolidated the work of two committees into one. The Education Services Committee (formerly the marketing and promotion/advocacy committees) will focus on educating the industry, membership, and outside groups on the work of NHLA. The committee will work to elevate the value perception of NHLA through enhanced promotion of the Association’s services and benefits. NHLA, through the committee, will continue to support, participate, collaborate, advise, and provide leadership to the Real American Hardwood Coalition (RAHC), the Hardwood Federation (HF), and the American Hardwood Export Council (AHEC). We will continue to provide strength and structure to the hardwood industry’s expanding global community and be the voice for all hardwood industry matters. These objectives will be visible in the form of real and tangible services — a new community member mobile app and an NHLA Grading Rules mobile app are on the horizon.

Speaking of community, I am excited to see the hardwood community gathered at the 2023 NHLA Annual Convention & Exhibit Showcase in Louisville, Kentucky, this October. The NHLA convention is another activity that requires planning and patience. The work of the Convention Committee is never-ending. As we are two months away from this year’s conference, the planning for 2024 is already underway, and contracts for 2025 (San Antonio, Texas) and 2026 (Cleveland, Ohio) have been signed. No one can predict the industry’s future. Still, I can assure you that NHLA will continue to make decisions regarding the Convention that provide value to every member, regardless of category. Location, industryspecific education, superior speakers, and networking opportunities are all considerations during the planning process. Because of this, NHLA continues to be the premier event for the global gathering of the hardwood community.

As 2023 marks our 125th anniversary, it is exciting to think forward to the next 125 years. Implementing the strategic plan will impact things that aren’t immediately visible. And over the next few years, we will gain new knowledge and understanding. Maintaining an open and patient approach will be critical, keeping in mind that all good things take time.