Redwood question & answer session

Q: How will the CRA resp-ond to the guarantees, et cetera, of Pressure treated wood?

A: Response in the sense I think you mean may not be called for. Pressure treated wood and the garden grades of redwood are two very different products, in spite of the fact that there are areas where they compete with each other. Pressure-treKeith Lanninc ;i;d-i;mbei s pri- [Erf[ !.uuut5 ated lumDgrs pn_ mary characteristic is durability. lt's used for permanent wood founda' tions, docks and pilings - areas where a guarantee is necessary. Redwood's primary characteristic is its quality appearance. lt looks good when it's new and it keeps its quality appearance because it is less likely to check, twist and warp than other species.

A secondary quality is the durability it possesses by virtue of the natural extractives present in the heartwood. These decay resistant chemicals are provided by nature. It would be diflicult to guarantee a specified level of decay resistance, but redwood does provide more decay resistance than other untreated woods and it doesn't require special handling or disposal practices.

Q: Have recent price increases made redwood less competitive with cedar and pressure treated wood?

A: The price of redwood products reflects the demand. Prices on products such as construction heart and construction common grades are staying quite strong as a result of the extremely healthy deck and outdoor living markets. There are other areas where redwood represents an in' credible value when compared grade for grade with the competition. I'm thinking of B grade redwood and some of the knotty redwood sidings that are available. Redwood definitely offers more for the dollar than cedar. cluding product research, market development and the promotion of redwood to the end users.

Q: ls there any truth to the rumors that there is a redwood shortage?

A: No. not in the sense that the redwood supply is declining. The supply of redwood has increased steadily for over five years. If there is any sense of the shortage, it is because there is a strong end-user demand for redwood products. The supply will remain consistent at about l.l or 1.2 billion board feet per year.

Story at a Glance

California Redwood Association executive Keith Lanning answers some tough questions: why you can't compare redwood and pressure treated wood .. price increases... redwood shortages.

Q: How will the reorganization of the CRA help the retailer?

A: I think the most immediate advantage comes from the unity of the manufacturers. Sure, they're competing with each other on a daily basis, but they are getting together on some of the larger questions, in-

There's a story on the quality control side of the business as well. The Redwood Inspection Service is now responsible for grading more than 900/o of the redwood lumber manufactured. Founded in 1923, the RIS is the oflicial rules writing agency for redwood and has one ofthe best rePutations in the business. This will translate into better quality and more consistent grading which should be greatly appreciated by the retailer.

Q: Will any special point of purchase displays be developed?

A: Yes. We are creating a counter top display to promote the Popular SciencelCRA deck contest. This will provide basic information about the contest and entry forms. Using this display, merchants can tie-in and hold parallel events, such as their own deck gontests or building and design clinics. There's a great opportunity here.

Q: Will the CRA develop seminars or clinics to be given in conjunction with dealers?

A: From time to time, we conduct seminars and educational programs. We've worked with lumber dealers' associations in different parts of the country. These programs are generally geared toward professionalsarchitects, builders, lumber buyers or retail salesmen. Of course, we hope that these people will then transmit their knowledge to their clients and customers.

FALCASIEU Lumber Co., Au\Jstin. Tx.. has devised a roundabout way of increasing sales. The 106-year-old company recently opened a new location filled with products that aren't for sale.

The 3,300 sq. ft. Calcasieu Selection Center is a showroom extenison of the firm's local headquarters, showcasing fairly large vignettes and various "hands-on" displays of both standard and hard-to-find building products and hardware,

"The Selection Center is a unique showroom designed to help builders, architects, designers and homeowners select decorative hardware, millwork and exterior products in an environment that is idea-conducive," says Calcasieu president T.N. "Nick" Morris Jr.

"But it's not a retail facility," adds Richard Riley, vice president of marketing. "It's an idea center to

Story at a Glance

Calcasieu Selection Center: a building prcducts showroom for buiHers, architects and remodelenr everything is odercd fyorr nea6y D.C. since otrtlet has no inventory.