Rooted in Tradition, Growing Through Change
Change is constant. I used to hate change. As a kid, moving multiple times and losing friends was hard. I went to three different high schools, which was overwhelming. I wanted friends but often didn’t come across as friendly because I was too focused on adjusting to new environments. Over time, I’ve come to see that change is inevitable. Even when we choose to stay the same, things around us are constantly shifting.
Journalist Sydney J. Harris captured this paradox perfectly: “Our dilemma is that we hate change and love it at the same time; what we really want is for things to remain the same but get better.”
This brings us to an important question for our industry: Is it possible for the hardwood lumber industry to remain the same but get better?
To answer this, we need to break it down into three parts: the current state of the hardwood industry, what should remain the same, and what needs to improve.
THE CURRENT HARDWOOD INDUSTRY
The hardwood industry isn’t just about lumber prices and production dictated by supply and demand. It is a delicate and dynamic balance between forests and . . . well . . . everything else.
Hardwood lumber is a commodity derived from a natural resource, meaning the supply is inherently unpredictable. However, NHLA grades and tally systems provide consistency and quality assurance for customers, ensuring reliable outputs. This daily task of turning supply variability into predictable outcomes defines our industry.
Demand for hardwood is tied primarily to construction and furnishings, both domestically and internationally. Economic factors like GDP, unemployment rates, housing starts, and remodeling expenditures impact this demand. Additionally, hardwood products face competition from substitute materials, making it essential for our industry to adapt to an ever-changing economy. This competition drives daily price fluctuations and presents ongoing challenges for the hardwood market.
WHAT SHOULD REMAIN THE SAME
Some aspects of the hardwood industry are constants. Wood will al-ways come from trees, and there will always be a need for buildings and furnishings. These fundamental elements of supply and demand form the bedrock of our industry.
But beyond these basics, is there really anything else we want to stay the same? What we truly need is for trees to remain integral to construction and furnishings, and for the industry itself to stay viable.
WHAT NEEDS TO GET BETTER
We must focus on increasing recovery rates from log processing and achieving higher prices for lumber. Process innovation can optimize variability and reduce waste, enabling us to extract better wood quality and higher volumes. Embracing new equipment and technology is key to making this happen.
While price fluctuations will always be part of the hardwood market, we can mitigate their impact by changing how we position wood in the market. By differentiating our products and addressing demographic and economic changes, we can create new opportunities and stabilize the industry’s future.
The Answer: Can We Stay the Same but Get Better?
The answer is no. Optimizing a resource as variable as hardwood in a global market with price uncertainty makes “staying the same” impossible. Change is not just inevitable—it is essential.
This reality can feel overwhelming, especially when resources like money, staff, and time are limited. It reminds me of high school, when change seemed insurmountable. Yet, it was those difficult transitions that ultimately drove me to embrace what I once resisted. Change became the path to progress.
Finding Common Ground
My advice for life? Don’t move while your kids are in high school. My advice for sawmilling? Accept that supply uncertainty and price variability will always be part of the equation. Instead, focus on innovating processes and differentiating products to achieve stability in operations and growth in markets.
That is our common ground: to remain the same in our dedication to quality and sustainability while embracing the changes needed to make the hardwood industry better. Change may be hard, but it’s the only way forward.
Dallin Brooks
NHLA Executive Director
dallin@nhla.com | 901-377-0182
Share:
Related News & Blog

February 3, 2025

January 21, 2025
Questions?
Have questions or need any assistance regarding the NHLA Annual Convention & Exhibit Showcase?