Your Enemy is Not in This Room

Back in October, Rob Cabral of UCS Forest Products, Chair of the Market Impacts Committee, stood up in front of his peers—industry leaders from across the hardwood sector—and made a statement that stuck with everyone in the room: “Your competitor is not in this room.” What Rob meant was crystal clear. Our real competition isn’t each other—it’s the look-alike products out there pretending to be hardwood. These imitators—laminates, vinyls, and other synthetic materials—are the enemy, and they’re who we’re fighting against every single day. And NHLA is leading that fight.

Just last January, I wrote an article titled A New Year – A New Resolution, outlining NHLA’s goal to produce a series of videos featuring experts from beyond our usual circles. The goal was ambitious: use these videos to influence the influencers—architects, designers, and specifiers—to recognize the unparalleled value of Real American Hardwood®. Well, we saw that goal through, and the results have been phenomenal. These videos, paired with RealAmericanHardwood.pro, give us a powerful platform to showcase hardwood’s beauty, durability, and sustainability. They’re tools to set the record straight and shift perceptions in favor of the real thing.

NHLA: Doing More With Your Money
Rob’s comment underscores why NHLA exists. We’re here to rally the industry together, not as competitors but as allies in a larger effort. As an NHLA member, your investment delivers unmatched value, amplifying your impact far beyond what’s possible anywhere else.

We’re not just producing videos—we’re influencing policy, funding groundbreaking research, and building resources to keep hardwood competitive in a global market. From sustainable forestry innovations to tools that help you connect with end-users, NHLA is making sure your investment pays off where it matters most.

Turning Influence Into Action
The hardwood industry doesn’t need more talk—it needs action. That’s exactly what NHLA is delivering. These videos aren’t just about marketing; they’re a strategic offensive to target the people who make material decisions. By demonstrating the unmatched advantages of real hardwood, we’re shifting demand away from look-alike products and back where it belongs—with us.

A United Industry
Rob’s words are a powerful reminder that we’re stronger together. NHLA fosters collaboration across the industry, creating a community of professionals dedicated to one goal: ensuring the success and longevity of hardwood. Whether through shared knowledge, innovative tools, or groundbreaking initiatives, NHLA keeps us all moving forward.

So, as we charge into 2025, let’s remember: our competitor isn’t in this room. And with NHLA leading the way, we’re not just defending our industry—we’re advancing it. Together, we’re shaping a future where Real American Hardwood® is the undeniable choice.

John Hester
Chief Development Officer