The Unified Hardwood Promotion (UHP), a newly formed coalition of hardwood industry executives, has launched a campaign to create awareness and promote the use of American hardwoods for home and building products.
“This unique effort combines the best practices of more than 20 hardwood trade associations and leading product manufacturers who have come together with the common goal of inspiring increased usage of American hardwoods in products from cabinetry to furniture to flooring,” said Terry Brennan of Baillie Lumber, chairman of the UHP.
UHP leaders have contributed to the program through hands-on involvement in consumer research and brand development, as well as support through financial contributions. Trade associations involved in the campaign include Appalachian Hardwood Manufacturers Inc., Hardwood Distributors Association, Hardwood Manufacturers Association, Hardwood Council, Hardwood Plywood & Veneer Association, National Hardwood Lumber Association, National Wood Flooring Association, Penn York Lumberman’s Club and Wood Component Manufacturers Association. The American Hardwood Export Council will also help disseminate the new message throughout export markets. The Hardwood Federation is providing administrative functions for the UHP.
According to consumer research provided by the UHP, more than 90 percent of consumers and pros like hardwood as a material for furniture, flooring, cabinets or building materials. More than 90 percent of survey respondents also agree that the strongest impressions of hardwoods relate to the durability and longevity of the material, and the ability to create a classic look that never goes out of style. Consumers 45 and under showed a marked preference for hardwoods.
The tagline “Treasured for Generations,” has been coupled with a logo showing three American hardwood leaves, maple, oak and ash. A public relation firm has been hired to lead the research and branding effort.