Avoid the Pain, Take the Medicine

Have you ever had surgery? I just went through my first one, and according to my wife Sariah, I am a wimp. It wasn’t so painful at first, but once the medicine wore off, it hurt—a lot. I had ankle surgery to repair an injury, and I still have another month of recovery. The doctor advised me to take my medicine consistently to stay ahead of the pain. “If you’re chasing the pain, you’ll constantly be experiencing it,” he said. It struck me that this advice applies to the hardwood industry as well. Too often, we react to challenges rather than proactively preparing for them.

It’s natural to feel defensive when faced with criticism. The hardwood industry has seen its share of misconceptions and has been under scrutiny from those who may not fully understand the role of responsible forestry. Terms like “clearcutting” often bring to mind images of large-scale destruction when, in fact, the practice can be as minimal as a single acre. Misunderstandings around deforestation and the need for sustainable materials have contributed to negative perceptions of our industry. This, in turn, fuels demand for alternative materials that only mimic the benefits of real wood.

So how do we move from being a reactive industry, always chasing the next problem, to a proactive hardwood industry prepared for future challenges? Just as my recovery requires a balanced approach—a combination of painkillers, vitamins, anti-inflammatories, and antibiotics—the hardwood industry needs a multi-faceted plan to stay ahead of the game.

Painkillers for our industry are strategic responses to misconceptions and concerns. Rather than ignoring public concerns, we need to engage. By writing editorials and sharing our sustainability story, we can show the truth about dynamic forests, responsible forestry, and the carbon-sequestering power of wood products. Educating the public and key stakeholders on how forestry supports both the environment and the economy can build understanding and support.

Vitamins for the industry involve investing in tools that demonstrate our commitment to sustainability, like the NHLA/AWC carbon calculation tool at https://www.uspioneer.com/AWCLciSurvey/Index. This tool helps measure carbon balance, creating an Environmental Product Declaration (EPD) that can be shared with customers and the public. It’s a proactive step in forest healthcare, showing our role in sustainable resource management.

Blood thinners for the industry are investments in automation. With labor becoming harder to source and more costly, staying competitive requires us to work smarter, not harder. Automation can help the industry cut costs and improve efficiency, preparing us for long-term challenges.

Anti-inflammatories for our industry involve seeking government support through grants. Programs that give back our tax dollars can be leveraged to fund innovation and automation projects, like those found at https://www.fs.usda.gov/science-technology/energy-forest-products/wood-innovation. Deadlines are approaching on December 11th and 18th, and taking advantage of these resources can give our industry the boost it needs to stay viable and competitive.

Antibiotics for the industry—our best prevention against future challenges—are in product development. We need to continuously innovate, creating products that appeal to designers, architects, and homeowners by addressing common concerns like cost, installation, and maintenance. This proactive product development keeps the hardwood industry relevant and versatile.

Together, if we commit to this multi-faceted approach, we can stay ahead of the pain points that threaten our industry. We have a compelling story about sustainable forests, innovative practices, and the carbon-storing power of wood. By applying for grants, improving our operations, and working together as an industry, we can create new markets and new opportunities. Let’s take the medicine as a team, setting a common ground to showcase our strengths and build a stronger future.

Dallin Brooks
NHLA Executive Director
dallin@nhla.com | 901-377-0182

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