building products digest - february 2011

DECKING SPECIAL ISSUE � SELLING MOULDING ONLINE � OSB GETS BIGGER

FEBRUARY 2011

BPD BuildingProducts Digest

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44 � Building Products Digest � February 2011 Building-Products.com

February 2011 �� Volume 30 �� Number 1

Online

BPD BuildingProducts Digest

Special Features9 MARGIN BUILDERS

SOLAR DECK LIGHTS

10 INDUSTRY TRENDSNEW COMPUTER DECK DESIGN TOOLS

12 FEATURE STORYDEALERS DEBATE PROSPECTS OF

SELLING MOULDING ONLINE

14 COMPETITIVE INTELLIGENCESALES HEAT UP AT GREEN SHOWROOM

IN MINNEAPOLIS

16 PRODUCT SPOTLIGHTNON-STANDARD-SIZED OSB

22 GREEN RETAILINGHUNTING FOR A UNIVERSAL DATABASE

OF GREEN BUILDING PRODUCTS

33 INDUSTRY TRENDSF2M’S 2011 LUMBER FORECAST

48 PHOTO RECAP: BUILDERS SHOW

In Every Issue6 TOTALLY RANDOM

20 OLSEN ON SALES

28 FAMILY BUSINESS

24 KAHLE ON SALES

30 MANAGEMENT TIPS

32 ASSOCIATION UPDATE

36 MOVERS & SHAKERS

38 NEW PRODUCTS

47 IN MEMORIAM

48 CLASSIFIED MARKETPLACE

49 DATE BOOK

50 IDEA FILE

50 ADVERTISERS INDEX

BREAKING INDUSTRY NEWS &INDUSTRY PHOTO DOWNLOADS

BUILDING-PRODUCTS.COM

(FOLLOW LINK FOR PHOTOS)

BPD: DIGITAL VERSIONTHE LATEST ISSUE CAN NOW

BE VIEWED AT

BUILDING-PRODUCTS.COM

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TOTALLY RandomBy Alan Oakes


How to know when you’ve arrivedwww.building-products.comA publication of Cutler Publishing

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Publisher Alan [email protected]

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How to AdvertiseChuck Casey

Phone (949) 852-1990 Fax [email protected]

Alan Oakeswww.building-products.com

Phone (949) 852-1990 Fax [email protected].

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BUILDING PRODUCTS DIGEST is published month-ly at 4500 Campus Dr., Ste. 480, Newport Beach, Ca.92660-1872, (949) 852-1990, Fax 949-852-0231,www.buildingproducts.com, by Cutler Publishing,Inc. (a California Corporation). It is an indepen-dently owned publication for building productsretailers and wholesale distributors in 37 statesEast of the Rockies. Copyright®2011 by CutlerPublishing, Inc. Cover and entire contents are fullyprotected and must not be reproduced in any man-ner without written permission. All RightsReserved. BPD reserves the right to accept orreject any editorial or advertising matter, andassumes no liability for materials furnished to it.

BPDBuilding Products Digest

AS I WRITE, WE ARE JUST a few days into the New Year, but I am pleased to sayI already have had some very optimistic conversations. I had a number of

reports of being busy between Christmas and New Year, and into the first week of2011. So here’s hoping! I think we are long overdue for real success.

You remember, I am sure, the call from the back of the car (about five minutesafter leaving the house for an eight-hour drive) of “Are we there yet?” So I wasthinking about “What is success and how do we know when we have arrived?” AsI read about the two winning tickets in the $330-million-plus mega lotto, I wasthinking what it must be like to win even $10 million and know you’ve arrived.Like you, I’m sure, I have planned how I would spend that money many timesover the last 40 years—and, of course, have never won a dime. But while we alldon’t measure our success by how much money we have, it’s been a question Ihave asked myself over many years: what would it take for me to feel successfulmonetarily and non-monetarily? And what I have found is that the goalpost con-tinues to move every year. What seemed real wealth a few years ago doesn’t seemthat much today—particularly considering the price to accumulate it.

I must admit, I have always struggled to define what success means to me. Igrew up in humble beginnings. For my parents, success was measured in keepinga job, having food on the table, getting our first TV (saving me the need to pushup against my neighbors’ windows watching without sound their television),going for a week’s vacation to the coast in England, and getting our first car—what a day that was! Success for them was saving a little for the rainy day and,even if it came and they didn’t have enough, making sure my brother and I feltlike we had a good life.

Times have changed, and I suspect many of us want a better life than our par-ents had. For many years, for me it was all about how I could grow my salary,along with all the trappings of perks, cars and promotions. It was all about gettingmore. It took a while for me to figure it out, but that just didn’t make me happy. Idid it because I had to—or thought I had to. But what I have learned over theyears is that pursuing your passion is what really makes you feel happy and suc-cessful, even if the financial rewards are not there. Enjoying what you do in lifecan make doing even unpleasant tasks bearable. But often you have to go throughthe worst to understand that there needs to be something better in your life.

Today flexibility and creativity are highly regarded as keys to success and wellbeing. Who would have thought that a few years ago? How many people have hadto reinvent themselves and their careers through this downturn? I bet that if theyended up following their passions, they are now in a much better place. Maybethey’re not earning as much, but they’re happy to do what makes them happy.

My parents used to tell me all the time, “Be grateful for what you have.”Sometimes it is easy to take people and things for grant-ed. I hope I have matured enough to recognize what Ihave and to be able to do the things in life I enjoy.

As the industry turns around, and it will, let’s notgo back to 2004-5 when nothing was ever enough.Let’s build our businesses on sound principles, be sat-isfied with new successes, and understand that alwayswanting more contributed to what we have gonethrough for the past four years. Timeschange, as do people, and so does the defi-nition of what makes us feel successful ascompanies and individuals.

Lots of shows and events comingover the next six weeks. I hope to seeyou out there.

Alan Oakes, [email protected]

Building-Products.com February 2011 � Building Products Digest � 99

DO-IT-YOURSELFERS looking toquickly and easily light up their

decks without having to run wire aregoing solar.

Solar deck fixtures contain a scien-tifically designed solar collector panelthat converts sunlight into electricalenergy, which is stored in highly effi-cient rechargeable batteries. Solarlights are equipped with LEDs, whichreportedly never have to be replaced.

Although solar is usually not asbright as other forms of outdoor land-scape lighting, improvements in solarpanel and LED technology are closingthe gap with hard-wired alternatives.

The types of solar lights on themarket are growing just as fast:

MARGIN BuildersSolar Deck Lights

D-i-yers take shine tosolar deck lights

being introduced, however, withdetachable solar panels, so the fixtureitself needn’t be placed in a sunnylocation.

Flush-mounted lights are screweddirectly into the surface of the deck,deck steps, risers, or railing posts, fora sleek appearance.

Stake lights can be placed along-

side ground-level decks. Hanging-style lights are another

convenient option, available in multi-ple formats. Individual fixtures, instyles such as lanterns or even amason jar, can hang from a hook orfrom a rod mounted either in theground beside the deck or along therailing.

KICHLER FLUSH-MOUNTED HALFMOON

TERRATEC SOLAR POST CAP, COPPER SUMMIT MODEL, FROM MCFARLAND CASCADE

MAPLIN VENETIANSTYLE GARDEN LIGHT

HANGING CYPRESS LANTERNS

Rope lights and solar string lightscome in a long line of lightbulbs, sim-ilar to a string of Christmas lights. Abuilt-in light sensor is attached to theend of the string, along with an auto-matic on/off switch. The tiny solarpanel is then unobtrusively staked inthe ground nearby.

For homeowners who like thesound of chimes when the windblows, hanging chime-style lightshang like a normal wind chime, butcontain a lightbulb hanging amongthe chimes, as well as a hidden solarpanel.

Today, your d-i-y customers don’thave to be professional contractors,landscapers or electricians to addlighting to their decks.

Deck post lights slide right on topof deck posts, to replace existing postcaps. Lighted caps accommodatestandard post sizes (4x4, 5x5, 6x6),but can also be combined with anadjustable base to install on off-sizedposts.

Post cap lights are the most popu-lar type of solar deck light, thanks totheir distinctive look, easy installa-tion, and raised positioning for maxi-mum access to sunlight. Fixtures are


INDUSTRY TrendsNew Deck Design Tools

Composite deckingproducers roll out newwave of design tools COMPOSITE DECKING manufacturers are unveiling a host

of new computerized design tools to help contractorsand homeowers visualize their outdoor projects—andensure they spec in their deck brands during the process.

MoistureShield’s new DeckLife online design toolallows users to create complex deck plans with a detailed3D image. Available free at www.moistureshield.com, thesoftware shows users what the completed deck will looklike, while letting them make real-time changes in thematerial, color and layout of the decking and railings.

Dealers, contractors and homeowners can all worktogether using DeckLife to ensure they are on the samepage prior to installation and to save time when changesarise by simply editing the 3D design to see automaticallyupdated specification reports. At anytime during the designprocess, users can view detailed composite decking materi-al and cut lists, beam layouts, and stress analysis reportsfor their decking project.

Upon design completion, an all-inclusive DeckDesigner Specification Kit can be printed. It includes adeck layout diagram, installation tips, and all of thereports.

“One reason our customers continue to useMoistureShield composite decking goes beyond productperformance to the tools and services we provide to maketheir jobs easier,” said Brent Gwatney, v.p. of sales andmarketing for MoistureShield. “DeckLife is another waywe are helping contractors and homeowners get theMoistureShield deck of their dreams quickly and costeffectively.”

Fiberon’s online Deck Designer tool (www.fiberon.com) similarly allows users to watch their ideas come tolife. With a couple of clicks, they can complete a deck lay-out that includes cut lists, building plans, and contractorand dealer listings.

Users select their deck shape and size, including thenumber of levels, stairs, railings and footings, and thewidths of the boards. The project can then be tweaked byswapping in different Fiberon products, colors, textures,design shapes, and accessories. Multiple designs can becreated and saved to compare and review later.

Universal Forest Products’ new online DeckoratorsDeck Visualizer (www.ufpi.com) lets users select one offour deck configurations. Then they can swap in any of 10different composite colors and textures, black or white rail-ings, eight different baluster styles (in various colors),dozens of post cap options, and stair lights or other acces-sories.

The tool can be used on virtually any computer ormobile device and allows custom designs to be saved,printed, or emailed.

Gossen’s Color Visualizer (www. gossencorp.com)allows users to view projects featuring three differentstyles of WeatherReady decking and, with the click of abutton, see what the project would look like with differentcolored decking and railings.

TimberTech (www.timbertech. com) offers both asophisticated online deck designer and a color visualizer.Since TimberTech offers multiple styles of decking, eachwith 11 color options, and eight color choices for its rail-ings and posts, the color combinations are virtually end-less. The site will help out with recommendations of more3D RENDERING: Trex has incorporated its decking and railing products

into new deck design software for professional builders.


UNIVERSAL Forest Products hopes to sellmore Latitudes decking and Deckorators rail-ings with its new online design tool.

popular color combinations. Trex’s site (www.trex.com) offers

a customizable deck designer, colorvisualizer, fencing estimator, andsample deck plans. But the manufac-turer has taken it to the next level,with its recent introduction of soft-ware strictly for professionals.

The new program, DeckWorks,allows pros to produce and outputphoto-realistic 3-D renderings of out-door living spaces for their customers.

According to Ron Kaplan, chair-man, president and c.e.o. of Trex,“Remodelers and landscapers areoften involved in creating outdoor liv-ing spaces, but may not have access tosoftware in which decking is well-represented. By offering a programthat provides superior quality and ver-satility to these professionals, we’recreating an opportunity for incremen-tal Trex product sales.”

The software features a variety ofcommon wood products but positionsTrex as the exclusive wood-alterna-tive option for decking and railing. Inaddition, it makes it possible to incor-porate landscaping, lighting, furnitureand accessories to visualize a com-plete outdoor living space.

DeckWorks is powered byVectorworks, one of the leadingdesign platforms for landscape archi-tects, designers and contractorsworldwide. Professionals who alreadyown select Vectorworks software sim-ply purchase a Trex DeckWorks plug-in to begin incorporating Trex prod-ucts into their designs, generatingmaterial lists and creating budgets andprofessional proposals.

“Professionals who use realistic 3-D imagery to help potential customersvisualize their dream decks achieveboth higher close rates and projectvalues,” Kaplan said. “With

DETERMINED to find additionaluses for their patented tech-

nologies, alternative decking man-ufacturers are expanding theirofferings to include other outdoorproducts that can complement theirdecks.

LifeTime Lumber, known forits composite decking, has addedprivacy fence and pergola prod-ucts.

“LifeTime Lumber is one of thefew companies whose productshave the versatility to offer thisnumber of design options for thebuilder contractor looking to offersustainable, long lasting materialsfor their projects,” said presidentJim Mahler. “Now privacy fencesand pergolas can be matched withother outdoor applications—decks,docks, ranch fencing, andplanters.”

Using LifeTime Lumber for allthe non-structural building compo-nents, these new privacy fence andpergola profiles allows builders theoption to deliver more affordable,fully coordinated, low mainte-

Alternative decking makersadd coordinated accessories

nance, outdoor construction mate-rials.

Trex is now producing outdoorfurniture. Its four different collec-tions include dining chairs, foldingchairs, Adirondack chairs, diningtables, side tables, coffee tables,sofas, ottomans, and chaiselounges.

Barrette Outdoor Living hasexpanded its Xpanse collection toinclude vinyl fencing. Two differ-ent series are offered—the Eliteand the lower-priced Select series.They come in privacy, semi-pri-vate, traditional and contemporarypicket panels, with several postand rail options.

The fencing lines are designedto complement Barrette’s sheds,lattice, railings and accents.

AZEK Building Products hasintroduced an in-deck storage kit,for safely storing furniture cush-ions and covers, umbrellas, orother deck items. The compartmentis concealed within the deck andblends right in.

WITH ITS SOLID structure, LifeTime’s composite lumber can be fabricated into simple patiocovers or elaborate pergolas using standard wood working tools and fasteners.

DeckWorks, we’re helping both exist-ing and new professional partners todistinguish their work from the com-

petition, bring a greater level of cre-ativity to their designs and ultimatelyincrease profitability.”


SELLING SMALL, LIGHTWEIGHT itemslike screwdrivers online is one

thing. But lumber dealers and mill-work shops are discovering that mov-ing moulding via the Internet is noeasy task—despite the lure of theproducts somehow magically sellingthemselves, to every corner of theglobe.

Most millwork dealers are runninginto four major obstacles online:

1. Selling online isn’t necessarilyless expensive.

For buyers, says MarshallMontgomery, The Affordable Cos.,Costa Mesa, Ca., it’s all about price.“Buying online saves you time andmoney,” he promises. “You do nothave to leave your home or deal withsalespeople. It is always cheaper.”

The perception that it always mustbe cheaper online places a burden onshops that must go to extra expensesto sell online. Blumer & Stanton,West Palm Beach, Fl., has been dab-bling in online millwork sales since2005, with a major update expectednext month.

“We’re still looking for ways to

beat the overhead and make it prof-itable,” says president Roger Stanton.“The cost of maintaining an onlinestore, processing online payments,addressing the fickle nature of clientsunfamiliar with the product (and theirperception that anything orderedonline should be returnable), and thecost associated with marketing thewebsite (organic search engine opti-mization, AdWords, PayPerClick,etc.) are all expenses that don’t corre-late with selling mouldings from aphysical location.”

2. Just because your productsare exposed to China, doesn’t meanit makes sense for anyone there toactually buy it.

“The biggest advantage of sellingand buying online is the access tomarket,” explains Dan Ritosa, Rino’sWoodworking Shop, Willoughby, Oh.“The Internet has provided a forumwhere we can trade with people whoare not in our normal geographicarea.”

Tyler Turner, Hartland PlaningMill, Clarksburg, W.V., agrees:“Hands down, the greatest advantage

FEATURE StoryOnline Millwork Sales

Can you sell moulding online?

(of online sales) is being able to dis-tribute our product to a larger numberof customers. Our website allows usto sell to the whole country and notjust our local area.”

Yet, admits Turner, “the biggestchallenge we have encountered by faris length restrictions for shipping.UPS and FedEx cutoff for length is 9feet. This means if you need one pieceof moulding 12 feet long, it will haveto ship via freight truck. This makesthe cost of freight more than the totalcost of the moulding itself. A normalfreight truck shipment is usually threeto four times more than a UPS pack-age.”

Online orders also contain, onaverage, smaller quantities. “Mostconsumers are interested in fewerthan 12 pieces of moulding,” saysBlumer & Stanton’s Roger Stanton.“Shipping costs for mouldings inexcess of 8 feet is absolutely prohibi-tive unless you’re shipping mouldingfor an entire project. This particularrestriction on length is very limiting.Even standard shipping is expensive,and consumers are understandablyreluctant to spend $225 on shipping


for $200 worth of product.”Rino’s Woodworking Shop often

finds a way to make the numberswork. Lengths 8 feet and under areshipped by UPS if in small quantitiesor from long distances. The shop paysfor shipping on UPS orders over $300to most areas of the continental U.S.

Larger orders and longer lengthsare shipped common carrier. Rino’spays for shipping if common carrierorders exceed $3,000 (and, if the des-tination is in-state, they’ll truck itthemselves).

Yet, all UPS and common carriershipments must be crated to minimizedamage and ease handling—furtherincreasing the supplier’s cost.

3. Online catalogues and productlistings allow buyers to view hun-dreds of options—but they can’ttouch them.

“When we purchase a Sony Blu-rayplayer online we pretty much knowwhat to expect,” says Rino’s Ritosa.“When people purchase hardwoodmouldings online, the product is a lit-tle more subjective. At times we dealwith people who are in the industryand know a premium grade piece ofmaterial. Then other times, we mightdeal with people who ask for maple orred oak but do not have the slightestidea which is which.

“There is always a certain degree oftrust that is exchanged in any pur-chase. Yes, the client cannot touch ourproduct until it is received, but even ifit is a local project the client cannotsee our product until we deliver. Theoverall effect is the same. But in theend, what matters is our reputation ofkeeping a high quality level on all ourproducts. In doing so, clients knowthat they will consistently receive aquality product.”

For many consumers unfamiliarwith moulding, they will be too intimi-dated to order online. “Occasionallywe will get the wary customer, andthey want to know about the quality ofthe product,” says Hartland’s Turner.“This is very understandable, becauseyou really can’t see the material. I reg-ularly send samples of our mouldingsto customers, and I think that thismakes a big difference. Also in ourcase, we have been a family-ownedbusiness since 1912—I am fifth gener-ation—and locally we are known forquality of material, so I think thishelps quell some of the fears associat-ed with Internet ordering.”

Far more frustrating can be the une-

ducated who probably shouldn’t beordering online…

4. Online sales leave the specify-ing of materials, sizes and quanti-ties up to the (often non-profession-al) customer.

Problems of customers orderingtoo much or too little are particularlydifficult for custom millwork busi-nesses. Affordable’s Montgomerysays, fortunately, incidents have beenfew.

“Measuring should never be aproblem for the average person whocan work a tape measure,” he says. “Ifthey cannot do that, we do not wantthem ordering. If they are not sure,they shouldn’t be installing it eitherand should let their installer give thema material list to buy the right quanti-ty.”

Ritosa says, “The client is mainlyresponsible for the take off. We havehad it happen before that a client doesnot order enough or his margin oferror is too small. Should this occur,the client would need to reorder addi-tional material at his own cost. If theclient should order too much, thematerial cannot be returned since allorders are custom run for each client.”

In the age of Amazon.com, howev-er, consumers think everythingbought online should be returnable.

No return and minimum reorderpolicies can help, but customers mustbe trained to get it right from the start.“With every one of our customers, Istress the importance of getting yourquantities right with your order,” saysHartland’s Turner. “Most of the time,I have customers figure an additional5% to 7% waste and there isn’t aproblem. However, there have been ahandful of customers that have comeup a couple feet short and we try tohelp them out the best that we can.The downside of this comes back toshipping. Most of the time the materi-al shipped back is limited to 8 feetdue to the higher cost of freight.”

Until more millwork dealers con-quer these obstacles, expect most oftheir online sales to be along the linesof Made Right Moulding, Dayton,Oh., which began selling electronical-ly 11 months ago. The shop has hadseveral inquiries from out of state, butso far all sales have been local, closeenough for the customer to visit toexamine samples and near enough forMade Right to deliver the products onits own truck.

E-COMMERCE SITE for Lewis Lumber Products, Picture Rocks, Pa., features tips to help customersselect the right type of hardwood moulding.


WHAT COLOR IS your parachute?No need to wonder about

Rachel Maloney’s—from the get-go,it’s been green.

Not that she needs a parachute.Since the very beginning, her buildingsupply company, Minneapolis, Mn.-based Natural Built Home, has beensoaring.

Mahoney was building a career inthe medical device industry when atransfer back to her native Minnesotaprompted her and her husband to huntfor a home. Fine, until it came time toremodel it, then –nada.

“I’ve always been passionate aboutthe environment, and we had a hardtime finding eco-friendly products.So,” says young Mahoney, “I decidedto quit my job and open my own busi-ness,” filling the gap for the growingwave of eco-thinkers such as she.

Do-gooder in tie-dyed shirts andBirkenstocks? Oh, no. Maloney camewith plenty of business acumen underher belt. She turned to her former pro-fessor at the University of Minnesota’sesteemed Carlson School of Business.

He put his students onto the project,assessing demand, demographics,what-have-you. They gave her the go-ahead.

She found herself a site in a neigh-borhood composed of older housingstock—prime prospects for remodel-ing—and opened up her bricks-and-mortar outfit on Earth Day 2006. (Shehad dipped her toe in the clean, greenwater a year earlier doing business viaa website.) The plan: Offer one-stopshopping for sustainable building forboth walk-ins traffic and the pros.

Sure, she expected attention fromthe usual “Save the Planet” tribe and,indeed, those dedicated eco-con-sumers immediately found her throughmentions on her vendors’ websites.She also attracted the energy misers,especially during the recent rebateprogram. (Think insulation made offormer denim jeans instead of fiber-glass; low-flush toilets; compact, on-demand water heaters and such.) Butit’s the many customers driven byhealth concerns, fighting carpet dustand toxic paints, and concerned for

Eco’s a resounding success

COMPETITIVE IntelligenceBy Carla Waldemar

their kids’ welfare who took her bysurprise.

Print advertising brought in somebusiness, “but it’s hard to track,” shesays. Paying for key positioning onGoogle searches has proved more suc-cessful. Her own robust website(www.naturalbuilthome.com) isintended more for education than forplacing orders. “People do theirresearch on the Internet, but then theywant to come in to touch and feel, sothe website does drive traffic. Plus, wecan put up peoples’ photos of theirprojects, which fuels other peoples’ideas. They love that!” she professes.

But what they love even better,turns out, is Facebook. Natural Builtadds content once or twice a week—items such as new products, sales, andclasses offered. “It’s fun!” she jubi-lates. “It opens a huge door for a smallbusiness like mine.”

Vetting the products she carriesremains a moving target. Her stan-dards—the only constants—involvesustainability, recycled and recyclabil-ity content, low toxicity and VOC, andlocal, or at least U.S., production. “Iask our vendors all the difficult ques-tions, like ingredients, or where thingscame from. There are many goodproducts, but others that are question-able, and you have to dig deeper,” sheexplains.

Then the real work kicks in: edu-cating her customers, who are under-standably confused by claims and ver-biage and jousting standards in theconflict of FSC vs. SFI and such.(Natural Built’s wood is locally-pro-duced and sustainably-forested FSCcertified or from a rapidly-renewablespecies, including red oak, whitebirch, maple and lyptus, plus more indozens of veneers.)

Confusing? “It’s not like shoppingat Target,” she laughs. “We form rela-tionships with our customers, helpingthem find the best products for theirneeds. The ‘right’ products are notonly better for the environment, butGREEN SHOWROOM targets homeowners, designers and building professionals.


body else is doing”—an environmental no-no which mustbe trekked in from abroad.

Natural Built also offers its unique “wood from thehood”—flooring and more, fabricated from culled boule-vard elms—“and what could be more local and green?” sheasks. While the company doesn’t carry roofing or windows,personnel are equipped to steer clients to good eco-sources,including outlets sponsored by Habitat for Humanity.

“Paint,” Mahoney recommends, “is such an easy entrypoint, and inexpensive.” So are gadgets, great to small,such as her battery-free flashlights and Adirondack chairsfashioned from former milk cartons.

Natural Built makes a point to make its presence knowby participating in shows such as the local Green Expo inspring and the Eco Experience at the annual State Fair,where the company has built a house every year for the pastfive seasons. “Over 350,000 people pass that building. It’san amazing thing,” she says, “an eye-opening experience.People ask us, ‘Why are you here?’ and ‘Why buy this?’We’re doing so much education and can show what prod-ucts look like to people from all walks of life.”

The holdout—no surprise—is often the small contractor,who digs in his heels and fights learning something new—“the last people to embrace the trend,” in her experience.“But we offer free classes to get them to understand andfeel comfortable. On the other hand, the A&D (architectureand design) people are an aware community, and we’ve justhired an outside salesperson to address them. They’re earlyadapters.”

Commercial accounts are signing on, too. The companyhas just supplied glass countertops for a new MicrosoftCorp. facility in Fargo, N.D., and facilitated energy-savingrehabs of several local restaurants, where, Maloney testi-fies, “the savings add up quickly.”

The company presently employs four full-time and fourpart-time people, whom Maloney has chosen “based on tal-ent. They embrace our philosophy but are not versed inproduct knowledge. Instead, I like staffers who are excitedand share that enthusiasm with our customers.” Vendorsoffer them occasional PK training, as do new Internetcourses, which allow studying on a staggered-time basis.

“The current slowdown has offered us an opportunity tostreamline our procedures and put in better systems forinventory and ordering, enabling one person to do the jobof two,” Maloney indicates.

Yet, the bleak economic picture hasn’t put much of adent in her business, which, she says, has grown every yearwhile maintaining comfortable margins. “People are moreprice-conscious today, so we’ve added some products witha lower price point. But we also explain the possible trade-offs, ‘dark green’ vs. ‘light green.’ It allgoes back to educating the consumer.If they’ve heard of bamboo flooringbut their choice comes vinyl-coat-ed, we might say, ‘Do you wantyour kid picking up Cheerios offvinyl?’ and show them an alternateoption.”

That’s called win-win. Andthat’s why Natural BuiltHomes foresees a steadily-growing slice of the pie.

long-lasting.” And discounted for customers who packagetheir orders, such as bundling requests for kitchen flooring,countertops and cabinetry. Natural Built also will undertakethe install and, of course, provides design assistance.

Free classes, held several times a month, facilitate theflow of info. They feature hands-on working with local clay(as in, plastering your walls) to eco-updates on the twomost popular re-habs, kitchens and bathrooms. Some areled by Maloney, who also speaks to local outside groups. Inaddition, the classes utilize design/build professionals, whocan educate on solar electricity or ways to conserve energy.Bottom line: They underscore the ease of going green. “It’snot about sacrifice!” Rachel instructs.

Not by a long shot—at least, not anymore. This is notRalph Nader’s dreary kitchen. You’ve come a long way,baby, to quote the tagline for a cigarette we no longersmoke. Nowadays, kitchen surfaces carom from gorgeousbamboo and lino in stylish colors to glittering recycledglass—“countertops that are pretty! Products that don’tlook ‘green,’ but simply look beautiful. They fit anylifestyle from traditional to contemporary and offer moreopportunities for original statements than the granite every-

Carla [email protected]

RISING POPULARITY of enviro-friendly paints (upper) and flooring(lower) is, in part, driven by consumers with health concerns over tradi-tional yet toxic or dusty alternatives.


PRODUCT SpotlightSpecial-sized OSB

Sizing up non-standard-sized OSBOSB PRODUCERS CONTINUE to go

beyond the standard size—4 ft.wide and 8 ft. tall, at 7/16” thick—tosolve a variety of building challenges.

Each non-standard size has itsadvantages. Extra-thin panels—as lit-tle as 1/4” thick—are lighter and lessexpensive, so they are suitable forunderlayment and other applications.However, most structural uses requirethicker panels.

Most manufacturers also offer pan-els up to 1-1/8” thick. “Commonapplications for thicker panels are per-formance-rated sheathing and floorpanels, which are typically producedwith tongue-and-groove edges for eas-ier installation,” says MarilynLeMoine, market communicationsdirector at APA-Engineered WoodAssociation. “Thicker panels are alsoused as sheathing for engineered shearwalls and horizontal diaphragmsdesigned to resist high wind and seis-mic loads.”

Longer and wider panels arebecoming increasingly popular.Georgia-Pacific can supply custompanels up to 8 ft. wide and 26” long,which are used in structural insulatedpanels (SIPs), panelized roof systems,modular floors, and in the manufac-ture of recreational vehicles.

The larger panels can be manufac-tured at the former Grant ForestProducts mills in Earlton, Ontario, andAllendale, S.C., which G-P acquiredin May 2010, along with an unfinishedOSB mill in Clarendon, S.C. Oncemarket conditions improve, G-P hopesto complete the unfinished construc-tion and begin operations there.

Ainsworth also hopes to increaseits offering of taller panels, once itacquires the remaining 50% interest inthe Footner mill in High Level,Alberta, that it co-owned with GrantForest Products. Although the mill hasbeen shuttered for the past two years,

BIG TIME: LP’s LongLength OSB sheathing isengineered for vertical installations in wallapplications.

Ainsworth hopes to reopen the millwhen the market improves.

“Once the deal is approved, wewould still need to hire crews andramp up production,” says JohnMurray, manager of marketing andcommunications at Ainsworth. “Themill has the world’s largest single-linecontinuous press, which means itcould manufacture larger panels withfar less waste.”

More common, particularly withthe trend of higher ceilings in residen-tial construction, are 9’ and 10’ longpanels for wall and roof sheathing. LPBuilding Products has been producingtaller panels since January 2009.Named LP LongLength, the panels are

installed vertically instead of horizon-tally so the sill plate can be tied to thetop plate with only one panel. Theresult is sturdier walls, fewer seams,less opportunity for air infiltration,and no need to cut and install fillers orblocking materials.

“With LP LongLength, builderscan use one solid piece of OSB verti-cally, which means construction issimpler and the home is stronger,”says Judy Musgrove, LP’s OSB mar-keting manager.

According to APA’s LeMoine,taller panels have also become popularin regions where high-wind exposuresrequire engineered shear walls to alsoresist wind-uplift loads. “These panelscan protect structures against airbornedebris and provide code-mandatedresistance to wind pressures on exteri-or walls.”

RoyOMartin supplies one suchproduct, named WindBrace, which is afull 1-1/8” taller than standard OSBpanels. The extra height eliminates theneed to install metal connectors,threaded bolts, and blocking and filterstrips—substantially reducing materialand labor costs.

Stronger, more stable walls are alsoa plus in seismically actives areas. Tomeet these challenges, RoyOMartin’sStructWall and StructWall XL aredesigned to minimize racking andshifting during seismic activity, andflex and absorb shock under extremeconditions. StructWall XL comes in 8’1-1/8”, 9’1-1/8”, and 10’1-1/8”. Thatextra 1-1/8” allows one continuouspanel to connect each walls’ bottomplate to the top plate.

When constructing walls higherthan one-story, taller sheathing addsrigidity. Next to large window anddoor openings, it allows wall-bracingsegments as narrow as 16”—withoutthe use of any special components orconnectors.


Ro-Mac Lumber & Supply, Tallahassee, Fl., is liqui-dating after 65 years.

The yard split off 25 years ago from five-unit Ro-MacLumber & Supply of Central Florida, which remainsin business.

John Bentley Lumber Co., Garrison, Ky., wasdestroyed by a Jan. 10 fire of undetermined origin.

Marjam Supply Co., Farmingdale, N.Y., has acquiredBuilding Materials Wholesale (BMW Inc.), Pelham,Al., adding seven locations in Alabama and one in Mississippi.

Ace Hardware , Boiling Springs, S.C., has beenacquired by Charlie Patton, co-owner of Buford StreetDrug & Ace Hardware, Gaffney S.C.

Hilldale Ace Hardware, Madison, Wi., reopened Dec.23, two months after a fire caused $500,000 in damage.

Ace Hardware, Farmington, Mi., has closed.

Best Ace Hardware opened its 5th location, a 12,000-sq. ft. store with 18,000-sq. ft. garden center in Long Neck(Millsboro), De.

Nelson True Value Hardware, Prairie du Chien, Wi.,is moving to a new building.

Ace Hardware, Bearden, Tn., is relocating next monthto a larger, 12,000-sq. ft. building.

Sears Hardware & Appliance is closing its Stow,Oh., store March 20.

Ashland Hardware signed a 10-year lease to add a23,541-sq. ft. Ace Hardware store in Ashland, Va.

Ace Hardware & Garden Center, Perry, Ga., wasnamed Business of the Month by the local Chamber ofCommerce.

Leonard’s Family Hardware, Pownal, Vt., closedJan. 14 after 23 years.

Aubuchon Hardware shuttered under-performingstores in Essex Center and Enosburg Falls, Vt., Jan. 18.

Home Depot will open a 657,000-sq. ft. distribution cen-ter next year in Joliet, Il. Based at the new CenterPoint inter-modal complex, the facility will employ 200.

Lowe’s opened new home centers Jan. 21 in Quincy,Ma.; Jan. 7 in Paramus, N.J. (John Marzacca, store mgr.);Dec. 27 in Bangor, Me. (Todd Monica, mgr.), and the followingday in Bayonne, N.J., after a one-day postponement due to ablizzard (Joseph Santangeo, mgr.).

Habitat for Humanity opened ReStore discountLBM outlets in Overland Park, Ks. (Jason Thompson, mgr.),and at the former Erb Lumber building in Jackson, Mi.

DEALER Briefs84 Lumber Closes Yards, TrimsStaff, While Vowing to Expand

Even as it was closing yards in other states, 84 LumberCo. received $20 million in federal loan guarantees for debtrestructuring, with the promise that it would enable thechain to add 400 jobs in its home state of Pennsylvaniaover the next three years.

Within the same week, 84 Lumber announced the clos-ing of stores in St. Augustine, Fl.; Waveland, Ms.;Oklahoma City, Ok., and Toledo, Oh., and the temporarymothballing of its truss plant in Chandler, Az. The chainalso cut five positions at its headquarters in Eighty-four, Pa.

The loan guarantees were part of a $45-million packagethat includes a $20 million loan from Wells Fargo Bank, $5million from Pennsylvania’s Washington County, and $5million from 84 Lumber owner Maggie Hardy Magerko.The money will be used to pay off a 17-year-old, higher-rate loan from Cerebus Capital.

Company spokesman Jeff Nobers said the companyplans to add jobs to its new business units as they continueto grow. The new units include installation services forwindows, insulation and siding, and commercial construc-tion of college dorms, apartments, and shopping centers.

“Single-family housing will continue to struggle,” saidNobers. “You’re constantly looking at how you’re doingthings, whether it’s store staff or markets.”

The company has 31 stores and 760 employees inPennsylvania.

Price Remains Key to Acceptanceof Green Building Products

While green homes are generally perceived as expensiveto build or purchase, a recent survey found that consumersand builders believe that reduced prices on building materi-als will help these homes become more affordable.

According to the NAHB Research Center survey, 59%of consumers and 75% of builders indicated that the costsof materials and products for green homes must be reduced.

“It’s encouraging for us to see that consumers andbuilders are taking a stronger interest in green housing con-cepts,” said Tom Halford, general manager-contract sales& marketing for survey co-sponsor Whirlpool Corp. “Weneed a combined voice of manufacturers, builders and vol-unteer organizations to continue helping the general publicsee the benefits of green building. Their collective input isvaluable to us as we work to overcome the hurdles that arepointed out in the survey.”

Another change consumers claim is needed to makegreen homes affordable is an increase in incentives for sus-tainable building and remodeling. Of all respondents, 53%felt that increasing incentives for homeowners would helpwith green home affordability, and 36% suggested increas-ing incentives for builders. Most consumers (69%) believestate and federal governments should both provide incen-tives for purchasing green products. Among builders, 40%support incentives for both homeowners and builders.

The survey showed that 77% of consumers feel thatgreen homes are at least somewhat, if not very, important tothem, with their primary reasons being: the positiveimpacts on the environment, the long-term financial sav-ings, and the health benefits for the family.


Hutchison Lumber is searching for the cause of aDec. 25 fire that caused $1.7 million in damage to its truckrepair shop in Manchester, Ia. The facility housed nine semis.

Turman Tye River is operating the mill and dry kilns atthe former Taylor-Ramsey facility in Arrington, Va.

Vintage Lumber, Libertytown, Md., suffered a Dec. 22fire that claimed its lumber warehouse and all contents, includ-ing a truck, two forklifts, dry kiln, and inventory.

JFM International, Willis, Tx., lost its office and ware-house in a Jan. 13 fire.

Nisly Wood Products’ Kalona, Ia., sawmill suffered aJan. 20 fire.

Firestone Building Products Co., Indianapolis, In.,will close its roofing-membrane plant in Kingstree, S.C., in July,moving equipment and production to its facility in Prescott, Ar.,which will also add 100 new jobs.

Rmax, Dallas, Tx., was chain-of-custody approved to useFSC-certified wood for its nailable-base insulation products.

GAF Materials Corp., Wayne, N.J., is now offering alimited lifetime warrany on every GAF laminated shingle it sells.

Versatex Trimboard, Aliquippa, Pa., recognized TWPerry, Gaithersburg, Md., as its 2010 Dealer of the Year;Boise Distribution, Delanco, N.J., as Distributor of theYear; Matt Hubbard, Atlantic Forest Products ,Baltimore, Md., Distributor Sales Rep of the Year, and ChrisHedlund, Regional Sales Manager of the Year.

Warren Trask Co., Stoughton, Ma., is now distributingVersatex Trimboard in New England, andWeyerhaeuser Distribution, Gulfport, Ms., is distributingthe products in Mississippi, Alabama and Louisiana.

ABC Supply has renamed six of its Bradco Supplyunits in the Midwest under the ABC banner—Alsip andWauconda, Il.; Indianapolis, In.; Warren, Mi.; Hazelwood, Mo.,and Omaha, Ne.

Owens Inc., Duluth, Mn., filed to liquidate under Chapter7 bankruptcy.

Koppers, Pittsburgh, Pa., agreed to acquire the Rail Jointbusiness from Portec Rail Products, Huntington, W.V.

Snavely Forest Products is now distributing prefin-ished ceiling and wall products from Synergy WoodProducts, Winter Park, Fl., in six regional markets—Pittsburgh, Pa.; Baltimore, Md./Washington, D.C.; Greensboro,N.C.; Lakeland, Fl.; Dallas, Tx., and Denver, Co.

Kennebec Lumber Co. has started up a solid flooringplant in Solon, Me.

David Mittlestadt, general mgr. of Kennebec's FlooringDivision, oversees the plant.

SUPPLIER Briefs Wolf Adds New England DCWolf, York, Pa., will open a new distribution center in

Worcester, Ma., serving dealers in Massachusetts,Connecticut, Rhode Island, Maine, New Hampshire,Vermont, and upstate New York.

The Worcester facility features one acre of outside stor-age and 10 dock doors, in addition to 60,000 sq. ft. ofinside storage.

The move will create about 20 jobs and reportedly markthe completion of Wolf’s two-year geographic reorganiza-tion, which included adding a DC in Lawrenceville, Ga.,and moving to a larger facility in York—all to positionitself to better serve 3,000 independent dealers on the EastCoast.

Maine Sawmill Adds Lumber StoreMichael and Hilda Record, owners of Record Building

Supply, Oxford, Me., opened a new retail business inCumberland, Me., primarily to sell products from its ownsawmill, Record Lumber of Oxford.

The 7,200-sq. ft. Board Barn lumber store sells pine andhemlock boards, framing lumber, posts and beams, as wellas wood pellets for heating and wood shavings for horsebedding.

Mike Biskup is assisting with marketing, sales and dailyoperations of the store.

The business kicked off with a grand opening Jan. 29.

Worker Killed by Falling LogOSHA is investigating what caused a log to fall from a

debarking machine at KyKenKee, Vance, Al., and fatallystrike a 22-year-old worker Dec. 30.

“It appears the log came out of the piece of machineryand then it goes onto a ramp to be fed to another piece ofmachinery, and somehow it came off that and landed ontop of him,” said police sgt. Kip Hart.

He said the unidentified victim was walking by themachine when the log fell.

Alabama Sawmill Ramps UpGradually Following Fire

Swift Lumber, Atmore, Al., restarted operations at areduced level two weeks after a mill fire that caused sever-al million dollars in damage to machinery.

According to v.p. David Swift, an electrical motorexploded Jan. 6, sparking a fire fueled by sawdust andwood debris.

The damaged equipment was hauled away for repairs,and temporary machinery moved in. Swift expected therepairs to take as long as a month.

Bookkeeper Cops Plea DealA bookkeeper convicted of embezzling from Alexander

Lumber Co., Cortland, Il., was sentenced to four years pro-bation and ordered to pay $29,065 to her former employer.

Carole Cardot, 50, pleaded guilty in exchange for agree-ing to pay restitution, serve probation and 400 hours ofcommunity servce, and write a letter of apology to thecompany.

Investigators said she had been manipulating depositsand stealing money for at least two years, until the compa-ny discovered the irregularities after it laid her off inFebruary 2010.


example, might say, “Hi, John. I’ve got a car of 92-5/8”. Itis rolling, and I can get it into you at $250. What do youthink?” All information has been given. Are we informa-tion dispensers? No!

Instead consider:Us: “Hi, John. We just bought a block of 20 studs. We

can work with you on trims and shipment. We’ve got aheck of a price. How many can you use?”Customer: “What’s the price?” (A question about price

is a buy sign. We have constructed the conversation so thatinterested customers will give us buy signs. This is a greatway to get into more sales conversations versus quotronicinformation dispensing.)Us: “The price is the icing on the cake, John. How many

can you use?”Or…“The price is fantastic. If we agree that the price is fan-

tastic, how many can you use?”Eventually we have to give the price. But we have made

the giving of the price an event—something of value. Andwhen we give the price, we ask for the order!

The moment of truth of our sales career happens everyno. Quotrons so fear the no they don’t ask. Some sellers askonce. Closers ask several times in different ways. The sell-ers getting all the business ask multiple times per closingcall. Set five times as a goal.

Firing Non-Profitable CustomersSetting a deadline for how long we will work non-prof-

itable accounts is key to sales growth. (Especially the mar-ginally profitable!)Prospecting + Firing non-profitable accounts = Sales growthOur biggest moment of truth is when we decide that we

are worth more than we are being paid. Master sellersupgrade their account base continually.Struggling sellers hang on to customers(even those who abuse them) too long andonly prospect in emergencies.

Some master sellers are born; mostspawn from a moment of truth, an AHA!moment, where they enter theWorld of No Excuses. It’s whenthey decide, it’s 100% up to me.

James OlsenReality Sales Training

(503) [email protected]

MOMENTS OF TRUTH happen in sales. Establishing earlyhow we want our relationships to go is essential to a

profitable and happy sales life.Start with your first sentence. “Hello, my name is

Jeremy Profitmaker. I work with ABC Distribution. We selllumber in your area. What kind of lumber do you buy?”

Keep the introduction simple and ask a question. (Theperson asking the questions controls the call.)

When selling face-to-face, other basic preparationincludes:

• Card in left, shake with right. Eye contact and firmhandshake please.

• Simple introduction.• Ask the prospect to sit.• Begin asking questions.• Most sellers ramble in their introduction. Simple

introduction, then questions.

Side-Stepping and the Non-Answer AnswerWhen customers side-step even a simple question, it is

our opportunity to establish what kind of relationships wewill have. Us: “How much of that do you buy per month?”Customer: “A fair amount.”This is what I call a non-answer answer. If we let it

(side-stepping our question) pass, we are establishing that itis okay. And it is not okay. What kind of relationship wouldwe have with our spouse if, when we ask where they aregoing, they respond, “Out”? We cannot allow our cus-tomers to establish this kind of relationship with us either.When we ask a question, no matter how simple, we cannotmove on until we get an answer.

Why doesn’t the customer want to respond? What arethey hiding? Like the detective who almost gets run over bythe car at 3:00 in the morning, it only happens when he isgetting close to finding the killer (order). If the customerobfuscates, all the more reason to ask more questions.

If we let the answers to simple questions slide, we arecomplicit in our own demise at closing and for the balanceof the relationship.

Giving Price and ClosingPrice should be given at closing only. Why give price if

customers are not ready to buy? To have our priceshopped? This does not work for us. We should do every-thing in our power to construct our sales calls so that wegive price at closing only.

Master sellers construct sales conversations where price-giving and closing happen simultaneously. A “quotron,” for

OLSEN On SalesBy James Olsen

The moment(s) of truth


In the recent past, a common criticism of green buildingrating systems organizations is that they also failed to pro-vide relevant product information. The National Alliance ofHome Builders is creating a database of products that itsResearch Center has evaluated and approved for use in itsNational Green Product Standard program. However, it isvirtually useless at this stage, with a clunky interface andonly a handful of products listed.

On the other hand, the GreenHomeGuide.com, foundedin 2003 and acquired by the U.S. Green Building Councilin 2008, is not a simple directory of products. The site isbased on expert advice delivered as focused “Know How”pieces, or as answers to inquiries in the “Ask a Pro” sec-tion. This kind of contextual information about productsand materials can be extremely valuable for gaining knowl-edge about the category, alternatives, performance, andinstallation issues that simple databases will not provide.While it offers no product directory, per se, it does link tothe GreenSpec directory.

There are other product lists and directories worth alook, too. Product certifying organizations such asScientific Certification Systems (www.scscertified.com)list certified products on their websites. But the need forreliable, transparent product information is huge and stilllargely unmet. New online directories have emerged to tryto fill the gap. One of the best designed attempts to providea LEED-oriented directory of products is EcoScore-Card.com, but it’s still too young to be comprehensive.

Green building culture values transparency and third-party verification, which has led to greater focus on lifecycle analysis (LCA) and environ-mental product declarations (EPD)as a standard method for manufac-turers to communicate the sustain-ability profile of their products. Ifwidely adopted, such standardizedproduct data would make develop-ment of a universal database fea-sible. That’s exactly what’sneeded in order to createmainstream scale at theretail end of the greenbuilding supply chain.

I SOUND LIKE my grandpa, but today’s green merchandis-ers never had it so easy. Back in my day—2005—there were few residential

green building programs or product standards to consult.Online lists and databases of verified products were sparse-ly populated and behind the market. When I was asked todevelop a green merchandising program, it was a challengewe met only by doing lots of extra work vetting productsourselves and assembling our own database. Though ourmethodology would be easy for non-experts to implement,the burden on a typical merchandising department would betoo great.

Thankfully, the last several years have seen tremendousmaturation in the green building sector. The trails havebeen blazed and today’s merchandise managers have agrowing number of information resources at their disposal.But trails are trails, and until sustainability is a fullymature, mainstream superhighway (ironic choice ofmetaphor, I know), successful merchandisers must stillinvest time in evaluating their green product choices.There is still no universal green product database. On theother hand, there are a small number of valuable onlineresources that make the process of identifying “greenest inclass” products a little easier.

The GreenSpec database from BuildingGreen.com hasbeen one of the most trusted sources of green product infor-mation for years. The editors evaluate products againsttheir own stringent criteria and avoid accusations of bias orfavoritism by not accepting advertising or listing fees. It’snot a comprehensive list, but the products listed are oftenbest in class. BuildingGreen also offers news and analysis,making it a valuable resource that every dealer and distrib-utor in the green building space should utilize regularly.

GREEN RetailingBy Jay Tompt

Hunting for a universalgreen products database

Jay TomptManaging Partner

William Verde & Associates(415) 321-0848

[email protected]


HERE ARE A NUMBER of differentdefinitions to help you come to

grips with what selling really entails.

A. Selling is the science of helpingpeople get what they want.

If your prospective customer does-n’t want or need what you are offer-ing—if it doesn’t fill some need in thecustomer—then you have no businessengaging in the selling process withhim.

Now don’t get too hung up on thedefinition of “need.” If we define thattoo narrowly, we eliminate everythingexcept food and shelter. Our needs andwants are ever-expanding, and includethings that make us feel good or fillsome emotional need as well thosethat meet our basic needs. We may notreally need a caramel cream latte, butthousands are purchased every day. Itmakes us feel good.

While selling is what you do andyou can do it better, it’s still less aboutyou and more about your customer.

B. Selling is the process of helpingpeople make decisions that often leadthem to purchase from you.

Effective selling begins with anunderstanding that it is about influenc-ing the decisions of the customer. Inother words, the ultimate location forthe sales process is the mind and heartof the customer. Very few sales situa-tions involve only one decision. Onedecision leads to another, which leadsto another, which leads to the decisionto buy.

Let’s take one of the simplest sell-ing situations with which I have everbeen involved—selling water soften-ers to homeowners. This is a classic“one-call close.” In other words, thereis only one sales call necessary to help

KAHLE On SalesBy Dave Kahle

Selling is simple

the customer make a decision. Youeither sell it when you see them, oryou don’t sell it at all.

Sounds simple. But even that sim-ple, one-call sales process is quite a bitmore involved when examinedthrough the perspective of the deci-sions that the customer must make.

To initiate the process, the compa-ny must advertise and make itselfappear to be a reputable solution forhard-water problems. Customers livein the land of apathy and ignorance. Inother words, they don’t know thesalesperson or the company, and that’sfine with them. Their lives are okay

(Please turn to page 26)


without them. So, they are ignorant ofthe company and apathetic about it.

The first decision the customermust make is whether or not to call thecompany. The company hopes toinfluence that decision by the qualityof its advertising, as well as its reputa-tion in the market.

Let’s say the customer decides inthe affirmative and calls the company.Now, the customer has a salespersonon the phone. The customer now mustdecide whether or not to interact hon-estly with the salesperson. If the sales-person seems rude, arrogant or unin-terested, the customer may decide tocall someone else. Some get thatimpression and terminate the call.Others decide that the salespersonsounds trustworthy and competentenough to talk to, and do so.

As the conversation progresses, thesalesperson is going to ask the cus-tomer for an appointment to come out,view their situation, and test theirwater. Another decision for the cus-tomer. Some decide not to do that, forwhatever reason, and they drop out ofthe process. Others decide to make theappointment and move one step closer

in the process.Now, the customer faces yet anoth-

er decision—whether or not to keepthe appointment. Twenty to 30% ofthose who make an appointmentdecide, after the fact, not to keep it.So, they make sure they are gonewhen the salesperson shows up, orthey hide in the basement and waituntil he leaves. Those who do notkeep the appointment drop out of theprocess, those who decide to keep it,move one step further along.

The salesperson shows up, this timein person, in the customer’s home.The customer has another decision—whether or not to be honest and forth-coming with the salesperson. Shouldshe let me test the water? Should shetake him down in the basement andshow him the old equipment? If thesalesperson appears competent andtrustworthy, she will generally decideto interact honestly and the processmoves along. Finally, the salespersontests the water, recommends a newsystem, and asks the customer to buy.

This simple, one-call close sellingprocess consisted of a series of sixdecisions. Even in this simple sellingprocess, the effective salespersonunderstands that it is a series of deci-

sions and his/her job is to help the cus-tomer make each affirmatively.C. Selling is at the same time both

simple and incredibly challenging.It is simple in that almost every

adult of reasonable intelligence, withjust a modicum of people skills, canunderstand it and do it. It is incrediblychallenging in that to become excep-tionally good at it takes the better partof a lifetime of effort and practice.

Let’s compare selling to the gameof basketball. Anyone can take a bas-ketball, bounce it a couple of times,and throw it up at hoop. In its essence,that’s the game of basketball.However, there is a great distancebetween the skills and competence ofthe novice and those of someone likeLeBron James. While the world is fullof people who can play basketball,only a handful compete at a world-class level.

You can sell. But more important-ly, you can also sell better. You can doeach step better.– Dave Kahle is a sales trainer, presen-

ter and author of eight books, includingHow to Sell Anything to Anyone Anytime.Reach him at (800) 331-1287 or viawww.davekahle.com.

Selling Is Simple(Continued from page 24)


FAMILY BusinessBy Gerald Donnellan

among the siblings. Serious dysfunc-tion, mental illness, addiction, entitle-ment, and self-centeredness may com-bine to make a transition next toimpossible.No development of the next gen-

eration of business leaders. Usually,if there is no clear strategic vision for

A successful transition has fourkey elements: creating a strategicplan, choosing a successor, devising acontingency plan for succession, anddeveloping the next generation ofleadership.

Entrepreneurial drive and focus getthe business to a certain level. As thebusiness grows and matures, it is thevision of the founder that moves it inthe direction to keep growing. But, atsome point, that is not enough. Awell-conceived strategic plan is cru-cial for the business to grow beyondthe dreams of the founder.

The choice of a successor (or suc-cessors) is a big stumbling block formany enterprising families. It shouldbe undertaken as early as possible.Waiting until dad is well into his sev-enties is too late. All stakeholdersshould have input into the process. Itshould be a transparent, open process,so that all concerned know, all alongthe way, that this is an important deci-sion for the business and the family.

Every good plan has contingenciesbuilt in. For example, if the ownerswant John to become c.e.o. in fiveyears, everyone involved must beaware that John may decide he doesnot want to be in the family businessanymore, or it is clear he is not theright choice. All of these issues mustbe addressed in the planning for thechoice of a successor.

The next generation of leaders willeither bring the business to anotherlevel, or watch it slowly slide off acliff. The key to leadership develop-ment is understanding the needs of thebusiness and what skills the potentialleader needs to develop. In helpingguide the development of the next

WE ALL KNOW that family busi-nesses are great places to work

when the family gets along and thebusiness is doing well. When thebusiness is not doing well or when thefamily is not getting along, they arenot much fun.

Passing on the business to the nextgeneration is the aim of most entre-preneurs who work to build their busi-ness. But this does not happen all byitself. It takes planning, communica-tion, and a will to do it. The downfallof many family businesses can betraced to the lack of good successionplanning.

There are three key issues thatcover a big chunk of the real estateabout why family businesses fail tomake it into the next generation: Control issues of the founder.

Entrepreneurs like to be in control.They work extremely hard to build abusiness, and they like to have a handin everything that is going on. Oncethe business is successful and grow-ing, it becomes increasingly difficultfor them to let go. If they do not finda way to loosen the reins, the nextgeneration gets anxious, impatientand discouraged.

Son John says, “I’m 45 years old.When am I going to really run thisbusiness?” Even when dad hands overthe reins to Johnny, how many timesdoes dad appear in the office, only tothrow a monkey wrench into the oper-ation. (A lot!)Dysfunction of the family. The

family itself contributes to the prob-lems in passing on the business. Thelack of a plan on the business sideinflames already heated emotions

Grow the next generationof family business leaders

the business (a strategic plan), no onereally knows where the business isgoing. Therefore, they do not knowwhat to focus on. Without that plan,next generation leaders do not getdeveloped. All the good will, hardwork, and devotion to the family andthe business does not compensate forthe lack of a strategy.


generation of leaders, I use the PEPmodel: people, experience, and pro-grams.

Mentors, advisors, family membersand business colleagues all can serveto help guide the potential leader.These can be extraordinarily influen-tial relationships. For example, in onefamily business, the young leaderdeveloped a close relationship withUncle Tony who worked in the busi-ness. Tony did not have a major lead-ership role in the business, but he hadspent the last 35 years learning it. Hewas thrilled to pass on his wisdom tohis young protégé.

Experience outside the family’sbusiness is crucial if the young leaderis to develop a panoramic view of theindustry. Working in a related indus-try can be of enormous benefit to theperson entering the family retail lum-ber business.

Formal educational programs in auniversity family business center canbe helpful for the entire family, as away to learn more about strategy,business development, or the dynam-ics of family businesses. For theyoung leader, contact with same gen-eration peers gives the person a groupthat he or she can call on as theyprogress in their development.

Ideally, these PEP domains areintegrated with each other so theyoung leader will have experienceoutside the company before joiningthe family business, pursue more for-mal education or coursework, perhapsin marketing or finance, and finally,that person will have a range of help-ful relationships, from mentors in andoutside the company to advisors suchas executive coaches and familymembers.

Family businesses face enormouschallenges as they move from onegeneration to the next. A clear strate-gy for the business, coupled with aplan to identify and develop thepotential leaders, can provide a pathfor the family to move toward itsgoals.

– Gerard Donnellan, PhD, is a familybusiness consultant and organizationalpsychologist specializing in next-genera-tion transitions. He is the author of Growthe Leaders for Your Family Business(Without Giving Them Big Heads andMaking Them Think They Are Kings ofthe World). He can be reached at (781)863-5354 or [email protected].

3300 � Building Products Digest � February

WHEN YOU TALK to people, areyou focused on the transaction

or your interaction? A transactional encounter is one

where you’re going through themotions to get the task or the dis-course done. Maybe you are texting,talking on the phone to someone else,or just dazed and confused, but thebottom line is that you’re not engagedwith the other person or the process.

Interaction occurs when two peo-ple are engaged in a dialogue oractively participating in the process.For example, think of the last timeyou went out to eat. When youordered, was the waiter friendly,knowledgeable and quick? Did he orshe show authentic interest, assistanceand interaction in helping you withyour order and when paying thecheck?

That kind of interaction is sonoticeably different from a typicaltransaction that it is now considered afluke, instead of what customer ser-vice should be. As a consumer, it is sorefreshing to be engaged in this kindof interaction and on the receivingend of good service!

Businesses who have employeesfocused on the interaction also seemto have owners who clearly have adifferent strategy for hiring and train-ing people than their competitors,who are focused on the transaction.

Transactionsvs. interactions

Effective InteractionAffects Outcomes

Ask yourself: What are you talkingabout, and are your conversationsfocused on the transaction or interac-tion? When you are talking to people,are you clear about the purpose of theconversation? Are your thoughts,words and actions aligned with thatpurpose and the outcomes that youhope to achieve?

If you are focused on the transac-tion, there can be a tendency to treatthe conversation in a matter-of-fact,Sgt. Friday approach: “Just the facts,Ma’am.” The conversation is like aflowchart—cover all the bases andmove on to the next topic, person oractivity. The implied message behindthe message can be interpreted as “Idon’t have time for you or what isimportant to you.”

During this challenging economictime, when organizations are “doingmore with less,” common after-effectsinclude employee fatigue, increasedabsenteeism, low morale, and dimin-ished productivity or quality of work.Every one of these impact the end-user or consumer of your products orservices.

There is a lot of talk about“employee engagement.” But are youreally walking the walk or is it reallyjust another form of transactionalcommunication with a fancy label? If

MANAGEMENT TipsBy Marty Stanley


you want to utilize real employeeengagement, take a look at the qualityof conversations you’re having. Arethey “transactional” or are you reallyinteracting with them?

Turning the TideA recent study indicated that 63%

of the workforce under age 45 plans toleave their current employer when theeconomy improves. While it may bepolitically correct to say the impetusfor leaving is a better opportunity foradvancement or more money, the bot-tom line is that most people start look-ing and choose to leave an organiza-tion based on perceived negative inter-actions with management.

So how does one turn the tide fromtransaction to interaction?

It’s all about the level of participa-tion in that conversation. How are youparticipating in the conversation? Howare you listening? Are you an activeparticipant as a listener? Or are youthinking about what to say next orenvisioning the other person with abig “L” on their forehead, as in“Loser…” “How many times have weheard this before?” “Here she goesagain…”

Good managers and leaders under-stand that conversations require partic-ipation. It’s more than “just the facts.”They understand that when they speakto colleagues, employees, customersor suppliers, they are conveying multi-ple messages:

• The content of the message: is itclear and consistent with the organiza-tion’s policies and practices?

• The delivery of the message: isthe delivery consistent with the orga-nization’s core values, such as“respect,” “integrity” or “good com-munication.”

• The quality of interaction: are youreally listening? Is it participative?

If you are looking for improvedemployee engagement or increasedcustomer retention, an easy and costeffective place to start is by examiningyour conversations. Are you talkingabout things that are relevant andimportant to the other person?

Chatting about the weather or thelatest sports scores are okay, butunless you are a meteorologist orsports broadcaster or coach, you’ll getmore mileage with an interaction thatis focused on the person, their work,or their purchase.

One Conversationat a Time

Authentic interaction is heartfelt,but not sappy, and comes from a placeof caring and wanting to be of serviceor making a difference. It’s aboutleaving the other person feeling gladthey had the interaction with you.

Even difficult conversations can beauthentic, caring and leave a personfeeling respected. How do you start?One conversation at a time.

Start by really listening to the con-versations that you’re having withpeople. Are you approaching it like atransaction or an opportunity forauthentic interaction? Do you careenough about yourself, your organiza-tion, and the people with whom youconverse to choose to have authenticinteractions?

If not, just know that you may bemissing out on opportunities to make adifference in someone else’s life orclosed to the possibility that someonemight make a difference in yours.

It’s just a choice. And you canchoose to change it with your nextconversation.– Marty Stanley, president of Dynamic

Dialog, is an author, speaker and facilita-tor. Contact him at (816) 822-4047 [email protected].

Hurd Latches on to SuperSealHurd Windows & Doors, Medford,

Wi., has acquired vinyl window manu-facturer SuperSeal Manufacturing Co.,S. Plainfield, N.J.

SuperSeal will continue its brandproducts, as a subsidiary of HWDAcquisition. SuperSeal co-owner RonVespa will stay on as v.p.

Empire, DeWalt Break PactDeWalt and Empire Level are dis-

continuing the DeWalt branded line ofprofessional box levels designed and

manufactured by Empire.Although the products reportedly

have sold well since their launch oneyear ago, an Empire competitor—Stanley Tools—acquired DeWalt dur-ing 2010.

Empire president Jenni Beckersaid, “We’re disappointed that thisagreement didn’t work out as planned,but we certainly understand that apartner who becomes a direct competi-tor through acquisition is an untenablesituation, and we’re pleased that anamicable resolution has been reached.”


For over 30 years Elder Wood Preserving Co, Inc. has provided a range of wood products from lumber, decking, timbers, plywood, deck accessories, and more. We maintain high ideals, excellent service and quality products.

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ASSOCIATION UpdateIllinois Lumber & Material Deal-

ers Association will gather March 22-23 for its annual construction supplyexpo at Pere Marquette Hotel &Peoria Civic Center, Peoria, Il. Northeastern Retail Lumber

Association will open its headquartersin Rensselaer, N.Y., for Feb. 15-17seminars on basic and advanced blue-print reading and material handling.

On March 1, Greg Brooks shareshis industry outlook at ManchesterCountry Club, Bedford, N.H. A webi-nar on new ideas for installed sales

will be March 22, while increasingsales with visual merchandising is thetopic on March 31.Mid-America Lumbermens Asso-

ciation sponsors an estimating andtake-off class March 22-23 at the StateFair Community College, Sedalia, Mo.

National Lumber & BuildingMaterial Dealers Association stagesits annual spring meeting and legisla-tive conference March 14-16 inWashington, D.C.

Attendees will learn how to effec-

tively communicate their positions onkey issues to members of Congress,then meet with lawmakers and repre-sentatives of federal agencies.

Ohio Construction SuppliersAssociation is sponsoring an installedsales roundtable March 24-25 inCincinnati.

Southeastern Lumber Manufac-turers Association’s annual springmeeting is set for March 1-3 at theHilton Airport, Atlanta, Ga.

Speakers include Dr. Bob Abt, onbiomass and the southern forest; TomCator, with a legislative update, andZoltan van Heyningen, providing anupdate on the Coalition for FairLumber Imports.

North American Wholesale Lum-ber Association is holding its woodbasics course for the first time in theSoutheast—March 14-17 at Missis-sippi State University, Starkville, Ms.

The class includes both classroomtraining and field operations on suchtopics as sales training, product seg-mentation, price and cost trends, logis-tics, transportation, forest manage-ment, and operations.

North American Building Mater-ial Distribution Association presentsits annual University of IndustrialDistribution March 7-10 at UniversityPlace Conference Center & Hotel,Indianapolis, In.

Topics will include achievinginventory control, marketing and pric-ing strategies, hiring the right sales-people, and how to keep good cus-tomers. Graduates earn 30 units ofcontinuing education credits.

Moulding & Millwork ProducersAssociation will host its 48th winterbusiness meeting March 23-26 at WildDunes Resort, Isle of Palms, S.C.

Day two will be devoted to theProductivity Information Exchange,offering millwork producers privateappointments with industry suppliers.

American Fence Association’sfirst Fence Installation School, March6-11 in Tulsa, Ok., will teach profes-sional standards and best practices tonew and less-experienced installers.

The course will cover personalsafety, blueprint reading, tools, equip-ment, truck and trailer loading, sitereading and layout, and working withconcrete.


INDUSTRY TrendsBy Bill Nocerino, Forest2Market

2011 Lumber ForecastThe future looks better,but proceed with cautionWHAT DOES 2011 HAVE IN STORE for the lumber

industry? Questions like this are difficult to answereven when the economy is healthy. When the economicdata has been sending mixed signals, however, wading intothe forecasting arena can be treacherous. Now, more thanalmost any time in our history, John Kenneth Galbraith’sobservation that “the only function of economic forecastingis to make astrology look respectable” rings true.

Certainly, mixed signals abound in the current economy.We saw an uptick in construction spending at the end of theyear, albeit a small one. Unemployment is tracking down-ward, though job creation is far from the level needed tomake significant inroads to a healthier unemployment num-ber. This tension between good and not good enough is thetheme for Forest2Market’s 2011 forecast. We expect 2011will be a better year for the industry than 2010, but therecovery will be painfully slow at times, continuing into2012, 2013 and perhaps even 2014.

Housing StartsThe struggling housing market is the primary reason for

the tone of this forecast. According to Standard & Poor’s,the nation now has a 44-month inventory of distressedproperties (up from 40 months previously), with a principalbalance of $450 billion.

And this number is not likely to head in the oppositedirection any time soon. Foreclosures topped 1 million in2010. We expect they will be closer to 2 million in 2011.Recently, large banks were forced to declare foreclosuremoratoriums in order to amend processes and proceduresthat had been called into question. Those moratoriums weretemporary, however, and homes that have been in litigationlimbo are starting to flood the market again. As many as250,000 of these homes are likely to trudge through theforeclosure process in the 1st quarter of 2011.

By most accounts, home prices are expected to fall

another 5% to 10% over the next year. “Declining housingprices can—rather perversely—discourage home buying,”noted housing expert Gary Shilling. “The remaining homeequity of those with mortgages would be wiped out onaverage. That, in turn, would impair already-depressed con-sumer confidence and their willingness and ability tospend, to say nothing of residential construction.”

This decline will ultimately lead to more homeownersbeing underwater. Unfortunately, many homeowners whoare either unemployed or looking to relocate will findthemselves with even fewer options and choose to walkaway, thus feeding this vicious cycle.

How does all of this negative information relate to hous-ing starts? Many appear to be ignoring much of the nega-tive news. Some reports, for instance, have suggested thathousing starts will be near 800,000 by the end of 2011, a50% increase over last year. As much as we would love tosee that, we think it is wildly optimistic.

The two main problems we are facing in housing arehigh unemployment and an overabundance of inventory onthe market. Neither one seem to have any marked improve-ment on the horizon, with inventory numbers continuing togrow. Unsold inventory is 80% above its historical norm at3.7 million units. Even in a healthy housing market, itwould take time to work that inventory down to a manage-able level. In reality, people are choosing to stay in theirhomes and make improvements instead of upgrading tobigger houses. Those who are shopping face increasedscrutiny and down payment requirements. This environ-ment of strict lending is not going away anytime soon afterthe hard lessons the banking industry learned and the stillpresent litigation looming over predatory lending. That willeliminate the “marginal” buyer and limit financing only tothe upper-tier of borrowers.

That being said, Forest2Market’s latest Economic Out-look shows that housing starts in 2011 will average about


100,000 above 2010’s level, or 625,000 annually. Not untilthe last four months of 2012 will the number of starts crestthe 800,000 mark (see chart above). From there, we havemore ground to cover before we reach a sustainablereplacement level for housing of 1.3 million starts annually.

GDPIn addition to housing starts, GDP projections are

pushing the recovery further into the future. Our outlookfor GDP shows stronger than expected growth through 2ndquarter 2011 (see chart on next page). Projections for thisperiod have improved, in part due to the Tax Relief,Unemployment Insurance Reauthorization and JobCreation Act of 2010, which was signed into law Dec. 17.This legislation removed uncertainty about tax rates fromthe market and added some additional tax cuts that are like-ly to spur spending by both businesses and consumers.

Even though we project an uptick in GDP through the2nd quarter, this trend will be short-lived. By 4th quarter2011, GDP will contract, starting the second leg of adouble-dip recession. While changes in legislation andmonetary policy, as well as global events, have thepotential to influence GDP going forward, we expect asecond recession of approximately nine months, one thatstarts in October and ends in July 2012. By the end of our24-month forecast period, GDP growth will return to the2% level, setting the stage for more growth into 2013.

Lumber Industry OutlookHow will the broader economic outlook affect the south-

ern yellow pine market in 2011? Industry performance in2010 holds some clues.

For dimensional lumber grades #1-4, the averageweighted price moved from $252 in Dec. 2009 to $263 atthe end of 2010. Price changes were mixed, with almost asmany dimensions/grades increasing as decreasing. Alldimensions of #4 increased, while all dimensions of #3decreased. Grades #1 and #2 were a mixed bag of ups anddowns. Looking solely at price, these numbers indicate thatnot much has changed in the lumber market year over year.While following an upward trend, that trend is moderate.

The real story is what you find when you look beyondthe numbers and focus on the supply chain. Last year at thistime, sawmills were facing a log shortage. Due to the reces-sion, mills had decreased inventory to minimal levels.Then, as the busy spring season approached, exceptionallywet winter weather made it difficult for mills to source thelogs they needed to meet production demands. As a result,SYP lumber prices spiked and pushed lead times out weeksand sometimes months.


The spike in SYP lumber pricesand increased lead times produced theillusion that demand had improved.The truth, however, was that buyershad adjusted to a life of “just-in-time”purchasing. They were caught offguard by the abrupt change, and awave of panicked buys flooded themarket. Buyers saw lead timesstretched from days to weeks and then,in some cases, months. Forced to buywhatever they could find, buyers wereunable to counter the prices beingoffered. The drastically reduced num-ber of trucks on the road and newdemand from the federal housing taxcredit joined the log shortage to createthe “perfect storm” that ruled the mar-ket.

This chain of events will not repeatitself in 2011. The factors preventingthe type of run up that characterizedthe market last year include the factthat sawmill inventories are muchhealthier this year (due to a stronger-than-forecasted 4th quarter) and thatthe supply of logs at mills will be suf-ficient to meet demand (helped byfavorable weather and log prices).Instead, we predict modest growth for2011, growth that will be driven byincreased sales volume and improvingmarket stability.

Seasonal patterns in demand dictateour forecast for growth in SYP lumberprices this year. Following long-termtrends, we expect prices to rise inresponse to increased demand duringthe busy spring season, then retreat

once that demand disappears. We project SYP lumber prices will

peak in the $375/MBF range sometimein the spring and then start to retreat asthe hot summer months arrive. Thedifference between 2010 and 2011will be the speed in which we reachthose peak prices. The dramatic weekover week rises we saw in 2010 willbe a thing of the past. Instead, weexpect a more balanced, less aggres-sive rise as the peak buying seasonapproaches.

After the busy season subsides,prices will fall back below $300/MBFand bounce along that price floorthrough the remainder of the year, asdemand will no longer be sufficient tosustain the increase in prices and pro-duction. Contrary to popular belief,even after the many closures we sawduring the “Great Recession,” toomuch production capacity is still anissue at all levels of the supply chain.Manufacturers running on one shiftcan easily add second and third shifts,increasing capacity dramatically asthey chase higher prices. Whendemand starts falling, however, thehigher production levels lead to over-supply in the market, and prices fallprecipitously. We expect 2011 willfollow this long-term pattern as well.

One difference between 2010 and2011 is that, for the most part, lumberbuyers will be able to buy “just intime” throughout the year. This willallow companies to turn productquickly and keep inventory at or close

to market. This will be a welcomerelief after the wild ride we experi-enced in the first half of 2010.

Forest2Market’s Economic Outlookis based on tested, comprehensiveeconometric models and providesinsight into the future. What thesemodels tell us is that many hazards lieahead for the U.S. economy and thelumber industry, any one of whichcould easily derail the fragile recov-ery. At the same time, any one ofthese obstacles could be removed,leading to better outcomes. During thelast part of 2010, we saw obstaclesbeing removed from the economy.

As a result, the outlook for the next24 months looks better than it did justa few months ago. GDP growth isstronger. The number of starts isincreasing. Unemployment numbersare improving. Even during the secondleg of the recession, negative GDPgrowth will not be as severe as weonce thought. All of this supports theview that the worst news is behind us.And who knows? Perhaps the starswill align and the economy will recov-er even faster.– Bill Nocerino manages sales of

Mill2Market, Forest2Market’s weekly lum-ber price report/benchmark service. Healso oversees product evolution and deriv-ative product development. Formerly, hewas sales manager at Florida’s RobbinsManufacturing and president ofMississippi’s Follen Wood Preserving.Reach him at (704) 540-1440 [email protected].


Vicki Klumb O’Neill and Steve Funchess have beennamed co-presidents of Klumb Lumber Co., PointClear, Al. Buddy Klumb is retiring after more than 50years at the helm, but will remain chairman of theboard.

Jason Wehrung has been named president of Wehrung’sLumber & Home Center, Tinicum, Pa. He succeeds hisfather, founder Vernon Wehrung, who remains c.e.o.of Modern Precast Concrete, Ottsville, Pa.

Matt Loiselle, ex-iLevel, has joined the outside sales forceat Eastern Engineered Wood Products, Bethlehem, Pa.,covering southern N.Y., northern N.J., and southwestCt. Brian Ecker is a new technical designer.

Russell Kennedy has retired after five years as presidentand c.e.o. of ENAP, New Windsor, N.Y. C.f.o. SteveSallah is leading the co-op on an interim basis.

Jack Stevenson has been named director of strategicaccounts for Stock Building Supply, Raleigh, N.C.

Grady Mulbery, ex-SierraPine, has joined RoseburgForest Products, Roseburg, Or., as v.p. of compositemanufacturing, based in Atlanta, Ga. Gene Ling is thenew plant mgr. at Roseburg’s Russellville, S.C., parti-cleboard mill.

Jackie Medley is now selling southern yellow pine 1x4 forGarrison Brothers Lumber, Eufaula, Al.

Robert Young, ex-Briggs & Stratton Corp., has joinedTrue Value Co., Chicago, Il., as divisional v.p. for thepaint, hardware and tool departments.

MOVERS & Shakers

Michael K. Brown has been promoted to chief informa-tion officer and executive v.p. of Lowe’s Cos.,Mooresville, N.C., replacing Steven M. Stone, who hasleft to pursue other interests.

Rick Russell has been promoted to executive director ofcustomer financial services at ABC Supply, Beloit, Wi.

Carol Leonard is now regional sales mgr. for Texas atGorell Windows & Doors, Indiana, Pa.

Cynthia Arnold was appointed senior v.p. and chief tech-nology officer for Valspar, Minneapolis, Mn. She suc-ceeds Larry Brandenburger, v.p.-research & develop-ment, who has retired after 31 years with the company.

Danny R. Shepherd has been named executive v.p.-con-struction materials for Vulcan Materials Co.,Birmingham, Al. Daniel Sansone is now executive v.p.and c.f.o.

Al Schuler has retired after 11 years as research economistfor the USDA Forest Service.

Manfred Seitz is retiring at the end of next month aschairman, president and c.e.o. of Robert Bosch ToolCorp., Mount Prospect, Il. Terry Horan becomes presi-dent and c.e.o. April 1.

Vernon Barabino, senior director of financial services,was named Employee of the Year by the SouthernForest Products Association, Kenner, La.

Peter J. Johnson, ex-Pricewater-houseCoopersConsulting, has joined the Sustainable ForestryInitiative, Washington, D.C., as managing director,office of sustainability.

Robert B. Clemence and Louis A. Oleksy, Jr. have beenpromoted to v.p.s of sales for Hyde Tools, Southbridge,Ma.

Victor “Vic” Grizzle has been named executive v.p. forArmstrong Building Products, Lancaster, Pa.

John Striednig has been promoted to director ofLaticrete’s new specialty products division, Bethany,Ct.

Greg Jarvis has been promoted to director of supply inte-gration, sustainability & logistics services at MillwoodInc., Vienna, Oh. Doug Gaier succeeds him as directorof regional sales.

Simeon “Sim” Gaddy has joined the sales team at RoyalGroup’s window and door division, as key account mgr.for the Southeast. Tim Finke, ex-PlyGem, is now keyaccount mgr. in the Midwest.

Douglas Ford, Curtis Lumber, Ballston Spa, N.Y., hasbeen appointed chairman-elect for the Chamber ofSouthern Saratoga County.

Pryce S. Wright is the new purchasing mgr. at Mungus-Fungus Forest Products, Climax, Nv., according to co-owners Hugh Mungus and Freddy Fungus.

Ipé Flowing Again from Brazil MillRedwood Empire sister company Exmam

(Exportadora de Madeiras Amazônica Ltda), Belem,Brazil, has resumed production, due to improving mar-ket conditions.

The operation, purchased by Pacific StatesInvestment Group in 2001, allows Redwood Empire toremain in the forefront as the only U.S.-owned andoperated ipé producer and exporter in South America.


Pro�led Rails Pre-Measured Pre-Drilled Easy

SUPPLIER BriefsAllegheny Wood Products,

Kingwood, W.V., formed a new compa-ny, Allegheny Wood Pellets, to producewood pellets from its mill’s sawdust.

Columbia Forest Products,Greensboro, N.C., was awarded theHealthy Home checkmark from GreenParents’ List for its PureBond hard-wood plywood.

Lapointe Lumber, Augusta,Me., was named Business of the Yearby the local Chamber of Commerce.

Dow Building Solutions’building insulation products have beenrecertified by the Cradle to Cradle certi-fication program.

Wells Lamont , Niles, I l . ,launched a new design of its website,with enhanced browsing capabilities.

Fiberon, New London, N.C., nowoffers two new multi-chromatic colorsfor its PVC decking: Spanish cedar andjatoba for Outdoor Flooring PVC deck-ing, and castle gray and Tudor brownfor Horizon composite decking.

ProBuild redesigned probuild.comwith new features and functionality,including advanced search capabilitiesfor specific products and services.

CanWelBroadleaf is now dis-tributing Ainsworth EngineeredpointSIX Durastrand Flooring andBoise Cascade’s engineered woodproducts throughout Canada.

Despite Closing, RetiringDealer Looks Out for Workers

After 46 years, Service BuildersSupply, Opelousas, La., is liquidating,but the owners intend to make sure noemployees are left high and dry.

“I wanted to retire, and the manag-er wanted to retire, and I didn’t haveanyone to run it anymore,” said presi-dent Raymond Beauxis, who co-ownsthe business with founder GregBordelon.

Other employees are also retiring,but Beauxis and Bordelon will remainloyal to those who aren’t. “We havequite a few that have been with me

from 25 to 40 years,” Beauxis said.“I’m finding jobs for those who aren’t(retiring). Nobody is going to lose ajob.”

Weyco Completes Rail SaleWeyerhaeuser finalized its sales of

six shortline railroads to Patriot RailCorp., Boca Raton, Fl.

The deal includes about 160 milesof track in Mississippi, Oklahoma,Arkansas and Washington, primarilyserving Weyerhaeuser and Interna-tional Paper Co. mills.

Patriot now owns 13 shortlines.

Cellular PVC DeckingSolstice cellular PVC decking from Deceuninck

uses Korelite technology for superior flatness, dimen-sional consistency, and strength.

The low-gloss, embossed woodgrain planks areavailable in four pastel (brookstone, cobblestone,sandstone, and clay) and four hardwood colors(mahogany, walnut, ipe, and ironwood), in 12’, 16’,and 20’ lengths. Fascia boards measure 12’.�WWW.SOLSTICEDECKING.COM

(800) 432-9560


NEW Products

Composite Deck ProductsLatitudes Captiva composite decking and railing

feature co-extruded cap stock material for better stain-and fade-resistance.

The ultra-low maintenance boards are offered ingray, cedar, and walnut, with a natural woodgrain pat-tern on one side. Available lengths of 12’, 16’, and20’can be installed with Equator hidden fasteners.�WWW.LATITUDESDECK.COM

(877) 463-8379


Glass Wall InstallSpearhead’s glass clamp is designed to support

1/2” and 5/8” tempered glass panels around a deck orpatio.

The clamps can be installed three ways: core drill,base plate, or surface mount. Manufactured of struc-tural aluminum, the clamps are also available with abrushed steel finish.�WWW.DIVERSEGLASSCLAMPS.COM

(888) 674-5288

Insulated SheathingStyrofoam structural insulated sheathing from Dow

Building Solutions reportedly provides structure,water resistance, and thermal insulation in a singleproduct.

When used as structural bracing, the product can beinstalled continuously, or intermittently with anotherinsulation sheathing. Both methods meet the require-ment for continuous insulation, which addresses ther-mal shorts and prevents air filtration.�WWW.BUILDING.DOW.COM

(866) 583-2583


PVC-Coated Composite RailingEnduris’ new Encore PVC-coated composite rail-

ing system complements its cellular PVC decking andis code-approved.

Three rail styles are offered in white, althoughadditional colors are planned. Series 100 has a2”x3.5” rectangular profile; Series 200 has a two-piece T-rail style with a flat cap, and Series 300 offersa small contour profile.

Included are balusters, hardware, and easy-to-fol-low instructions. Options are post caps and trim rings,as well as special brackets and hardware for stairapplications.

�WWW.ENDURIS.COM(888) 329-7428

Spot Lighting DecksDeckLighting Systems now offers three different

lighting kits, which can be used independently or inunison on stairs, rails, and posts.

LED three-beam spotlights use 80% less energythan incandescent bulbs, create less heat, and are saferfor children and pets. Photocell technology automati-cally turns lights on and off, as needed, to save evenmore energy.

A choice of white, black, or antique bronze blendswith nearly any deck or patio.�WWW.DECKLIGHTINGSYSTEMS.COM

(888) 305-4232


See us at Booth 207

Enduring RailingRailing Dynamics’ new Endurance porch rail

installs with hidden brackets.The railing combines the low maintenance of vinyl

with the security of aluminum reinforcement. An alu-minum top-center channel is designed for easy instal-lation of wiring for lighting or speakers.

Further customization is provided by several balus-ter styles and multiple top cap options. �WWW.RDI RAIL.COM

(877) 420-7245

Hidden Deck FastenersNational Nail’s CAMO hidden deck fastening sys-

tem can be used to install all kinds of deck boards,from treated wood to hardwoods and composites.

Included are proprietary screws, a speciallydesigned driver bit, and CAMO Marksman tools. �WWW.CAMOFASTENERS.COM(800) 968-6245


Recycled ResinFraming

EcoStud Track and StudSystem from Superior Polymercan qualify for up to five LEEDgreen credits.

Constructed of 100% recycledresin, the lightweight framingproducts are easy to handle,impervious to water, and resis-tant to mold, mildew, and insectdamage.

They also work well withmost insulation products, includ-ing fiberglass batts, blown-in cel-lulose, or rigid foam board.� SUPERIORPOLYMER.COM

(906) 337-3355

Electric Brad NailerAn electric nailing gun from

Arrow Fastener can fire up to 2”18-gauge brad nails.

Made of high-impact compos-ite plastic, the EBN320 R.E.D.features an ergonomic soft-rub-ber grip to reduce user fatigue.

It also has a slide-load maga-zine, 10’ cord, LED guide light,and rotating belt hook.� ARROWFASTENER.COM

(800) 776-2228

Bonding ExperienceZinsser’s Bondz primer is for-

mulated to bond any topcoat tohard-to-paint surfaces.

The fast-drying modifiedacrylic formula is low-odor andlow-VOC.

It provides adhesion to hard,dense interior and exterior sur-faces such as fiberglass, tile,glazed brick, aluminum, lami-nate, and galvanized steel. �WWW.ZINSSER.COM

(800) 323-3584

In Your CornerUSG’s Sheetrock paper-faced

plastic bead can be used to createcrack- and chip-resistant corners.

Easier to cut than metal, thebead is made of paper tape lami-nated to composite plastic thatresists scuffing from sanding. �WWW.USG.COM

(800) 9874-4968


PVC Railing ExtrasIllusions Vinyl Rail Systems

has added two new options to itsGrand Illusions line of extrudedPVC railing products.

Color Spectrum offers 35basic colors, plus infinite color-matching capabilities. VinylWoodBond combines the look oflifelike walnut, rosewood cherryand mahogany woodgrain withthe promise of low maintenance.

Both options are available infour panel styles, plus two stylesof stair rails and gates.

�WWW.ILLUSIONS-VINYLRAILING.COM(800) 338-3362

Colorful BambooFlooring

Teragren’s Portfolio bambooflooring is available in 10 colors,including two hand-scraped ver-sions, and qualifies for twoLEED credits.

The collection features micro-bevel ends and edges, a seven-coat aluminum oxide/polyure-thane finish, and fold-down lock-ing system for easy installation. �WWW.TERAGREN.COM

(800) 842-9477


Photos by BPDIBS 2011

INTERNATIONAL BUILDERS SHOW, sponsored by the NationalAssociation of Home Builders, was Feb. 8-11 in Orlando, Fl. [1] WayneHilton, Jon Bailey. [2] Dustin Schroeder, Brett McCutcheon, ChuckHotze. [3] Al DeVasto, Rick Kapres, Chris Hedlund. [4] Alan Stoneking,Brian Orchard, Chuck Casey, Jim Boyd. [5] Greg Phillips, Gary Maulin.[6] Kris Anderson, Taylor Baker. [7] Garnett Douglas, Ken Goodnough,Joel Adamson. [8] Richard Wallace, Russell Richardson, Digges

Morgan. [9] Joe Holt, Peter Staal. [10] Craig Combs, Joanne Funyak,Paul Bush. [11] Aron Pritchard, Nisha Vyas, Steve Kennedy. [12]Jessica Philippe, Alan Oakes, Kari Kolb. [13] Mark Reum, TravisJungers, Kelli Bergen, Tommy Mayhew. [14] Curtis Walker, TomMerkert, Mark Carroll, Mike Tichenor. [15] Dan Beaty, Rick Sanders,Craig Young, Judson Moore. [16] Carl McKenzie, Mike Hain, LawrenceNewton, Rob Pavlik. (Continued on next two pages)


IBS 2011

Photos by BPD

IBS (continued from previous page): [1] Peter Williams, David Levonick.[2] Bob Sule, Jeffrey Hoffman. [3] Heather Crunchie, Victor Keller, GaelMourant, Brenda Collins. [4] Frank Peterson, Lisa Martin, Kim Pohl, KyleLoveland. [5] Kyle Lazon, Kaylynn Poplawski, Scott Cathcart. [6] DennyRossi, Sunny Akarsu. [7] Bob Clark, C.W. Macomber. [8] Art Sutherland,Trudy Johnson. [9] Milledge Wells, Chris Shepherd, Joe Heltsley, EarShepherd. [10] Tony Saad, Albert Renaud, Benuit Jean, Jean Marc

Dubois. [11] Ray Tassini, Noah Nichols, Ralph Bruno, Derek Watt. [12]David Lawson, Shelby Lentz, Roger Dankel. [13] Rich Jones, KristinZommer, Bob Goral. [14] Gary Bernstein, Jack Dalton, Ken Bernstein.[15] Rosalie Leone, Miguel Rivera-Sanchez, Jessica Ferris. [16] BrentGwatney, Joe Brooks, Gina Hardin. [17] Scott Schmidt, Carol Kelly. [18]Joel Cone.

(More photos on next page)

Vogel, Asher Greenberg, Gina Duffy. [4] Neal Goodwin, Huck DeVenzio.[5] Will Prichard, Brett Jacobs. [6] Chuck Anson, Brian Houpt, MarkKalady. [7] David Smith, Mike Moran. [8] Peter Kotiadis.

Photos by BPDIBS 2011

YOU CAN’T STOP THE RAIN. YOU CAN, HOWEVER, OUT-ENGINEER IT.


Weather happens. Wet wood swells. Such are the facts. The good news is, at last there’s a solution engineered

to address the challenge head on. PointSIX™ Flooring and pointSIX Durastrand Flooring feature a patented tapered-edge technology that offsets the effects of moisture, eliminating the need for sanding.

Rain? We say, bring it on. Download your free white paper: www.pointsixflooring.com

Cost more? No. Work better? Yes. End of story.

BIG BUILDERS SHOW (continued from previous two pages): [1] BrianDelbrueck, Chris Kollwitz, Thomas Fitzgerald, Bob Edwards, Ken Panitt.[2] Alex Hines, Ron Cook. [3] Derek White, Mari-Lynn Welyk, Justin

IN Memoriam Ida Mary D’Amante, 96, retiredco-owner of Twin State Lumber, Con-cord, N.H., died Dec. 27 in Concord.

She and her husband, Armante,launched the business after World WarII, building it into one of the largestnative hardwood dealers in the U.S. Owen Milton, 81, owner of Milton

Lumber, Dover, Tn., died Dec. 17 inMurray, Ky.Kenneth Holtvluwer, 87, founder

of Standale Lumber & Supply, Stan-dale, Mi., died Dec. 24 in Standale.

After serving with the Army duringWorld War II, he and his wife, June,operated Standale. They turned over atwo-thirds interest in the business totheir children in 2005, but he did notretire until last spring. Norman Floyd McGowin Jr., 79,

former owner of W.T. Smith Lumberand Rocky Creek Logging, Chapman,Al., died Dec. 1.

In 1953, after graduating fromYale, he served in the Marine Corps. &Reserves. After active duty, he joinedthe family business and worked as aprincipal and sales manager. The busi-ness was sold to Union Camp in 1966,and is now owned by Coastal ForestProducts. He then served as president



Weather happens. Wet wood swells. Such are the facts. The good news is, at last there’s a solution engineered

to address the challenge head on. PointSIX™ Flooring and pointSIX Durastrand Flooring feature a patented tapered-edge technology that offsets the effects of moisture, eliminating the need for sanding.

Rain? We say, bring it on. Download your free white paper: www.pointsixflooring.com

Cost more? No. Work better? Yes. End of story.

of Rocky Creek, retiring in 1991.At Rocky Creek, he was instrumen-

tal in pioneering aviation mappingtechniques for forest management. Healso completed a manuscript titled TheForest and the Trees, which is undercontract with New South Books andawaiting commercial publication.John B. Collis, 85, co-founder of

Collis True Value, East Herkimer,N.Y., died Jan. 2 in Herkimer.

During World War II, he servedwith the Navy, earning the VictoryMedal and American and EuropeanTheater Medals.

The longtime contractor operatedthe store with his wife, Amelia, formore than 30 years, before turning itover to their son, Kenneth. Leo I. Howlett Jr., 82, retired

owner of Howlett Hardware, Absecon,N.J., died Jan. 4 in Absecon.

After serving with the Navy, hejoined the family business in 1954.The store closed in 1996.Robert W. Barron, 85, retired

owner of Ace Hardware, Rochelle, Il.,died Dec. 22 in Rochelle.

He served with the Marines duringWorld War II. He ran the hardwarestore for 25 years, retiring in 1991.

Lucius “Judge” Smith Notting-ham Jr., 76, retired president ofCarolina Lumber, Jacksonville, Fl.,died Dec. 25 in Jacksonville.

During World War II, he participat-ed in eight infantry campaigns andtwo D-Day invasions, earning theCombat Infantry Badge, Purple Heart,Bronze Star, Silver Star, PresidentialUnit Citation, and French Croix deGuerre with Palms.

He joined Carolina in 1953, andretired as president at the end of 1989.He was a former director of the Flor-ida Building Materials Association.Donald Grady, 73, retired co-

owner of Mulherin Lumber, Augusta,Ga., died Dec. 11 in Augusta.

He joined Mulherin after serving inthe U.S. Army, working his way up tobecoming a co-owner. He retired in2010, after 49 years with the firm.Darrel D. Kalvig, 76, former man-

ager of Lampert Lumber, Kenyon,Mn., died Jan. 4 in Windom, Mn.

He went to work for the chain rightout of high school, working at severallocations, last as manager in Kenyon,until the store closed in 1963.


FOR SALE

WE BUY AND SELL PANEL STRIPSPlywood, OSB, particleboard and MDF by thetruckloads. Lumber Source, Phone (800) 874-1953, Fax 888-576-8723, [email protected].

WANTED TO BUY

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-ready” (advertiser sets thetype), $65 if we set the type. Send ad to Fax 949-852-0231 or dkoenig@ build-

ing-products.com. For more info, call (949) 852-1990. Make checks payable toCutler Publishing. Deadline: 18th of previous month.

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

CLASSIFIED Marketplace

HELP WANTED HELP WANTED

WANTEDIndustry-Experienced Traders

Are you looking for the sales career of a lifetime? Are you interested in working with a rapidly expanding company committed to exceeding expectations, innovation and creative solutions?

Based in Tigard, Oregon, Bridgewell Resources is actively recruiting experienced Imported Moulding and Millwork Traders and Imported Plywood Traders to join our entrepreneurial team in a casual environment. As a global wholesale distributer and trader of wood, food, agricultural, mat, utility and construction products, we provide value-added services and product expertise to retailers, manufacturers and other clients.

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BBrreeaakkiinngg NNeewwssfor Dealers, Wholesalers& Manufacturers—Updated Daily

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Subscribe to THE MERCHANT MAGAZINEJust $22 for 12 monthly issues.Call Heather at (949) [email protected]


DATE BookListings are often submitted months in advance. Always verify

dates and locations with sponsor before making plans to attend.

American Fence Assn. – Feb. 8-10, FenceTech & DeckTech, LasVegas, Nv.; (800) 822-4342; americanfenceassociation.com.

New Jersey Building Materials Dealers Assn. – Feb. 8, regionalmeetings, Maywood Inn, Maywood, N.J.; Feb. 17, Erini’s, WestTrenton, N.J.; (800) 269-9603; njbmda.org.

Indiana Hardwood Lumbermen’s Association – Feb. 9-10, con-vention & expo, Indianapolis, In.; (800) 640-4452; www.ihla.org.

Wisconsin Retail Lumber Association – Feb. 9-10, annual con-vention & meeting, Kalahari Resort & Convention Center,Wisconsin Dells, Wi.; (262) 250-1835; www.wrlamsi.com.

House-Hasson Hardware Co. – Feb. 10-12, market, OprylandResort, Nashville, Tn.; (800) 333-0520; www.househasson.com.

Florida Hardware Co. – Feb. 12-13, market, Doubletree Hotel,Orlando, Fl.; (904) 783-1650; www.floridahardware.com.

WoodWorks – Feb. 15, Wood Solutions Fairs, Raleigh, N.C., andDuluth, Ga.; (866) 966-3448; www.woodworks.org.

South Dakota Retail Lumberman’s Association – Feb. 15-16,annual convention, Best Western Ramkota Hotel & ConferenceCenter, Sioux Falls, S.D.; (605) 665-5089; www.sawbucks.com.

Roof Coatings Manufacturers Assn. – Feb. 16-18, expo, LasVegas, Nv.; (201) 207-0919; www.roofcoatings.org.

Peak Auctioneering – Feb. 19, LBM auction, MCC Exhibit Hall,Kansas City, Mo.; (800) 245-9690; www.peakauction.com.

Long-Lewis Hardware – Feb. 19-20, market, Montgomery CivicCenter, Montgomery, Al.; (205) 322-2561; www.long-lewis.com.

Progressive Affiliated Lumbermen – Feb. 22-24, annual confer-ence & buyers mart, Rosen Plaza Hotel, Orlando, Fl.; (800) 748-8900; www.pal-coop.com.

North American Wholesale Lumber Assn. – Feb. 24, regionalmeeting, Birmingham, Al.; (800) 527-8258; www.lumber.org.

Orgill Inc. – Feb. 24-26, dealer market, Orange County ConventionCenter, Orlando, Fl.; (800) 347-2860; www.orgill.com.

National Wooden Pallet & Container Assn. – Feb. 26-March 1,annual leadership conference & expo, Renaissance Resort &Golf Club, St. Petersburg, Fl.; (703) 519-6104; www.nwpca.com.

Southeastern Lumber Manufacturers Association – March 1-2,spring meeting, Atlanta Airport Hilton, Atlanta, Ga.; (770) 631-6701; www.slma.org.

Lumbermens Merchandising Corp. – March 2-4, annual meeting,Marriott World Center, Orlando, Fl.; (610) 293-7049; www.lmc.net.

National Frame Building Assn. – March 2-4, frame building expo,Indiana Convention Center, Indianapolis, In.; (800) 557-6957.

Appalachian Hardwood Manufacturers Association – March 2-6,annual meeting, Ponte Vedra Inn & Club, Ponte Vedra, Fl.; (336)885-8315; www.appalachianwood.org.

Illinois Lumber & Material Dealers Association – March 4, esti-mating workshop, Sprinfield, Il.; (800) 252-8641; www.ilmda.com.

Northwestern Lumber Association – March 3-4, Iowa lumber con-vention, Marriott Hotel & Conference Center, Coralville, Ia.;March 9-10, Nebraska lumber convention, Embassy Suites, LaVista, Ne.; (763) 544-6822; www.nlassn.org.

American Institute of Timber Construction – March 4-5, annualmeeting, Tucson, Az.; (303) 792-9559; www.aitc-glulam.org.

Peak Auctioneering – March 5-6, LBM auction, Baltimore, Md.;(800) 245-9690; www.peakauction.com.

HDW Inc. – March 6-7, dealer market, Jackson Convention Center,Jackson, Mi.; (800) 256-8527; www.hdwinc.com.

American Fence Assn. – March 6-11, fence installation school,Tulsa, Ok.; (800) 822-4342; www.americanfenceassociation.com.

Southern Cypress Manufacturers Association – March 14, annu-al meeting, Charleston Place, Charleston, N.C.; (412) 323-9320;www.cypressinfo.org.

Greenprints – March 14-15, conference & show, SheratonDowntown, Atlanta, Ga.; (404) 872-3549; www.greenprints.org.

Hardwood Manufacturers Assn. – March 14-16, conference &expo, Charleston, S.C.; (412) 829-0770; www.hmamembers.org.

North American Wholesale Lumber Association – March 14-17,Wood Basics Course, Mississippi State University, Starkville,Ms.; (800) 527-8258; www.lumber.org.

Blish-Mize Co. – March 18-19, spring market, Overland ParkConvention Center, Overland Park, Ks.; (800) 995-0525.

Emery-Waterhouse Co. – March 18-19, market, Rhode IslandConvention Center, Providence, R.I.; (800) 283-0236;www.emeryonline.com.


IDEA FileWarm Fuzzies

ADVERTISERS IndexFor more information on advertisers, call them

directly or visit their websites [in brackets].

Advantage Trim & Lumber [www.advantagelumber.com]..........42

Ainsworth [www.ainsworth.ca] ................................................46-47

Anthony Forest Products [www.anthonyforest.com] .................25

Arch Wood Protection [www.wolmanizedwood.com].........Cover I

Biewer Lumber [www.biewerselect.com].......................................7

BW Creative Wood [www.bwcreativewood.com] ........................37

Capital [www.capital-lumber.com]..................................................4

Claymark [www.claymark.com].......................................................3

Coastal Plywood [www.coastalplywood.com].............................43

Cook County Lumber [www.cookcountylumber.com]..................3

Crumpler Plastic Pipe [www.cpp-pipe.com] ................................36

Elder Wood Preserving [www.elderwoodpreserving.com] ........32

Enduris [www.enduris.com] ..........................................................19

Fasco America [www.fascoamerica.com]....................................38

Forest2Market [www.forest2market.com] ....................................39

Great Southern Wood Preserving [yellawood.com] .........Cover IV

GRK Fasteners [www.grkfasteners.com].....................................40

Guardian Building Products [www.guardianbp.com] ...................8

Master Mark Plastics [www.rhinodeck.com]................................43

McFarland Cascade [www.mcfarlandcascade.com] .........Cover III

Osmose [www.osmose.com]...........................................................5

Pacific MDF Products [www.pactrim.com] .................................26

Redwood Empire [www.redwoodemp.com].................................23

RISI [www.risiinfo.com/crows] ......................................................49

Selkirk [www.selkirkcedar.com]....................................................41

Simpson Strong-Tie [www.strongtie.com]...................................21

Siskiyou Forest Products [siskiyouforestproducts.com]...........29

Sunbelt [www.sunbeltracks.com] .................................................37

TAMKO Building Products [www.tam-rail.com] .................Cover II

U.S. Metal Works [www.usmetalworks.com] .........................34, 41

Viance [www.treatedwood.com] ...................................................27

Wahoo Decks [www.wahoodecks.com] .......................................24

Warren Trask Co. [www.wtrask.com] .............................................3

Western Red Cedar Lumber Association [www.wrcla.org] ...30-31

Looking for an affordable mascot tobecome the friendly face of your business? Well, here’sthe story of how a former stray cat named Miss Kittyhas become the goodwill ambassador of the oldest AceHardware store in Colorado.

“People walk in and we say, ‘Hi, how are you?’”says Bill Ruth, owner of Offen Ace Hardware inGreeley. “They say, ‘Where’s the cat?’”

Bill’s parents, Donald and Jo Ruth, bought the storefrom the Offens in 1963 and joined Ace Hardware twoyears later. Bill grew up working part-time at the store,then took over after his parents retired.

The cat showed up just when Bill decided that thestore needed a mouser, to catch the hungry crittersattracted by bird seed sold at the store. Street-smart andagile, Miss Kitty was perfect for the job.

What Bill didn’t know, however, is that Miss Kittyhad a family, having entered the store looking for asafe, warm place to have her kittens. This fact becameknown when she was sent to the veterinarian—a cus-tomer—for a checkup and spaying.

“The little devil had her kittens in theback of the store,” says Bill. “We lookedand looked to find them.” Once the kit-tens were old enough, they were adopted by customers.Nowadays, Miss Kitty usually resides

in a cardboard box near the cash registerthat bears her name. That way, she’salways close by, to deliver a friendly

purr or accept a scratch behindher ears. When she needs achange of pace, she often rides

around the store on Ruth’s arm orshoulder. “She’s been a big part of

the store,” says Bill.

Have your recent expansion, personnel promo-tions, new product introductions, or other compa-ny changes published in the next issue of BPD.Just Fax your news to 949-852-0231 or email

to [email protected].(a free service)

Send usyour news!



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building products digest - february 2011

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