Newsroom

It’s industry trade show time, which means many of you are seeing in-person updates about the Real American Hardwood Coalition.

With the financial support of hundreds of hardwood companies big and small, the Real American Hardwood Coalition has united an industry and accomplished big things during 2023 in an effort to promote Real American Hardwood products.

This year, the Real American Hardwood Coalition (RAHC) set out to make Real American Hardwood® products iconic. As the year winds to a close, we’re proud to say: mission accomplished.

It has been a little more than two months since the Real American Hardwood Coalition launched its advertising campaign on the Magnolia network. The campaign represents the first collaborative industry effort to promote Real American Hardwood® products on a national level.

Build Your World™. That’s the name of the first-ever national advertising campaign promoting Real American Hardwood® products. The campaign launched about a month ago by the Real American Hardwood Coalition on the Magnolia Network, the lifestyle channel owned by household names Chip and Joanna Gaines and entertainment conglomerate Warner Bros., to promote Real American Hardwood® flooring, cabinetry, furniture, millwork, and more.

The Real American Hardwood Coalition (RAHC), the domestic hardwood industry’s consumer promotion initiative, recently launched its new Build Your World™ advertising campaign to promote RealAmerican Hardwood® flooring, cabinetry, furniture, and millwork. In partnership with Magnolia Network, the integrated, digital campaign will run through January 29, 2024.

Established in 2019, the Real American Hardwood Coalition (RAHC) set out to unite the collective efforts and resources of our industry to advance American hardwood as the Naturally Authentic™ choice.

The Real American Hardwood Coalition(RAHC) has announced that its website, RealAmericanHardwood.com, earned three Excellence Awards in the categories of Lifestyle, Services + Utilities, and Sustainability from the Web Excellence Awards program.

If this chart from the Hardwood Market Report doesn't scare you, it should. It was presented at several industry trade shows earlier this year and shows the steep decline in consumption of U.S. hardwood lumber for the past 25 years, a decrease of more than 2/3s.

Since launching the consumer website (realamericanhardwood.com), the Real American Hardwood Coalition has been busy planning next steps in its mission to educate consumers about the uses, benefits, and sustainability of Real American Hardwood® species.

The Real American Hardwood Coalition is excited to announce the launch of the Real American Hardwood consumer site. The site is designed to inspire and educate consumers.

In 2019, two dozen industry associations united to form the Real American Hardwood Coalition (RAHC) to increase sales and improve industry stability by raising awareness about the benefits of Real American Hardwood™ products. Fast forward to 2022—and backed by the support of 30 associations and 130+ companies and individuals—much has been accomplished, headlined by the launch of RealAmericanHardwood.com. So what’s next?

Great news out of Cleveland, as the Real American Hardwood initiative picked up steam, rocking and rolling its message through the NHLA convention.

The Real American Hardwood Coalition (RAHC), a domestic, industry-wide promotion initiative for Real American Hardwood™ products, has launched a website at RealAmericanHardwood.com designed to inspire and educate consumers.

By Ray Moistner, Executive DirectorIndiana Hardwood Lumbermen’s Association. “Every man owes a part of his time and money to the business or industry in which he is engaged. No man has the moral right to withhold his support from an organization that is striving to improve conditions within his sphere.” – Teddy Roosevelt

We all know that hardwoods give a home style, class, and an air of affluence. We know they provide enduring beauty and a reflection of the owner’s personal taste. And we know they add warmth. But is that enough to sway a consumer away from substitute products that seek to provide the same look?

It’s convention and annual meeting time for many of the hardwood industry associations around the country, and the Real American Hardwood Coalition is on the road and sharing our recent progress at many of them.

The RAHC Board of Directors continues to meet weekly, and each week there is progress made on the Real American Hardwood promotional campaign. We are also keeping our finger on the pulse of industry trends and market share opportunities for our competitors, as they help shape the messaging and the evolution of our campaign.