Galifornia Redwood Association celebrates 75 years of excellence

By Christopher Grover Executive Vice President & General Manager California Redwood Association

HIS year, the California Redwood Association celebrates its 75th anniversarv.

Is this of more than historical interest to those who sell lumber? Yes. CRA's history has consistently proven that specialty products are more promotable and more profitable than commodities, consumer interest fuels demand, and expert and professional opinions make the best sales pitches.

A little history. in 1915, lumbermen lrom Northern California built an exhibit for the Pan-Pacific Exposition in San Francisco. They called it the House of Redwood and their goal was to introduce a relatively unknown lumber species. They couldn't have found a better time or place to launch the first redwood campaign than amidst the spectacular California products exhibited underneath Bernard Maybeck's fabulous and palatial plaster structures.

Before that time, few builders or architects knew much about this distinctively colored wood, and lack of knowledge meant lack of demand. The House of Redwood was a turning point. Redwood was on the path to being recognized.

Building on their initial success, this coalition founded the California Redwood Association. Though they competed in the marketplace, they realized that working together could increase everyone's share of redwood sales.

They saw three key tasks to sqccess: improving the quality and consistency of the product through better manufacturing; researching the characteristics of the unique species and developing strategies to link its properties with potential markets, and publishing the results of the research to promote redwood to builders, architects and lumber merchants.

The association has focused on these major principles ever since. While other associations represent a variety of species and diverse peripheral needs, CRA has always focused on redwood - its manufacture, properties and image in the marketplace. Given the unique properties of the species, this single-minded approach pays dividends for redwood mills, wholesalers and retailers.

Redwood is a specialty product in every respect. By promoting durability, resistance to insects, dimensional stability and paint-holding characteristics, redwood man-

Story at a Glance

From 1916 to the present redwood has marketed its special qualities.. research, rnarr ufacturing and promotion improve its market retailers are a working partner in its sucoessi ufacturers produce strong and steady demand for their products. Through research, promotion and high quality standards, they maintain a high level of recognition for redwood despite its relatively smallshare of the softwood maket.

CRA aims at market objectives with a rifle rather than a shotgun, using a narrow focus. This approach is a tangible asset to merchants who invest in redwood. In addition, the association provides promotional services that include product literature and plans, point of purchase displays, employee training programs and advertising materials.

Through its technicaldepartment, CRA develops new redwood markets while defending current markets from erosion. Inter-industry communication is vital as new technology changes the construction industry. The technical staff works with related groups, such as those who write and enforce building codes, as well as with research and technical experts in related industries to ensure that redwood keeps pace with the changing times.

The Redwood Inspection Service (RIS), a division of the CRA, has the responsibility to define the grades and certify that redwood complies. More than 90% of all redwood sold is produced under RIS supervision. RIS inspectors perform quality control inspections at a higher frequency than most grading agencies with the result that the redwood industry is respected for high standards and manufacturing consistency.

The redwood industry is a partnership of interests and excellence. The nine member mills of the CRA would like to salute those who have been part of it for the past 75 years and welcome new partners to join us during the next 75 years.