PRODUCT SRT€S CO.

2202N. Pacific (P,0. Box 4989), Orange, CA 92863-4989 (714) 998-8680. (800) 660-8680 , FAX714-921-8249

Since 1965

1999

Circle No. 104 on p. 54 ou can't control the weather, but you know that primer must be applied promptly while the wood is clean and dry and the temperature is right. That's why we developed PALCO Prime.

You'll save time and money when you order our kiln-dried redwood and Douglas fir products with PALCO Prime.

Just as a building needs a solid foundation, painted wood needs a solid prime coat. Lumber needs to be primed on the front, back, ends and edges.

When wood siding, fascia and trim are primed at our mill, they're primed properly for long-lasting performance. With less handling you'll have fewer headaches, too-all the way from the mill to the jobsite.

So, don't worry about the weather. Order PALCO lumber with the PALCO Prime factory finish.

Will we walk the walk?

The ste.el, plastic and concrete industries continue stepping up their efforts to displace wood as the preferred building product. Wood is also challenged by environmentalists determined to diminish wood use both through lawsuits and, increasingly, in the marketplace demanding certified wood and other initiatives. Attacks are coming from all directions.

This has not gone unnoticed in our industry and, finally, we have begun to see movement toward a coordinated response.

Dave Rogoway, president of APA-The Engineered Wood Association, described the problem at their annual convention. Citing research regarding negative public attitudes about wood versus competing products, he said, "It is time to rebuild a positive image for wood in consumers' minds. If we don't act soon, the court of public opinion will render its verdict without hearing all the facts. We can't let our detracton define who we are."

The success of the environmental movement in demonizing the wood products industry has been all too real. Their efforts are coordinated, well-financed and imbued with an almost religious fervor. Many within it seek to stop virtually all tree cutting and wood use. Calm, rational voices on the other side are few and far between. It shouldn't be this way, but it is.

The wood products industry needs to fund and create an ongoing campaign to offset the damage done thus far and deflect future threats. "An industrywide strategic plan is critical," Rogoway says, "and we are working with other wood products associations, allied groups and manufacturers to develop the outlines ofsuch a plan."

We wish them well. The need is there and the threat is real. The problem is our industry has talked the talk before but failed to walk the walk. Let's hope this time every group with a stake in the problem can be coordinated before more damage is done to America's number one renewable resource.