Creatitg demand for i I r westerrr red ce dar

By Doug Jansen Westem Red Cedar Lumber Association

Western Red Gedar Western Manufacturers

Arrowhead Timber Co., Carver, Or.

Butteville Lumber Co., Onalaska, Wa.

C&D Lumber Co., Riddle, Or. [www.cdlumber.com]

Caffall Brothers, Longview, Wa. [www.caftall.com]

East Fork Lumber Co., Norway, Or. [www.eflc.net]

Enterprise Lumber Co., Arlington, Wa.

Frilch Forest Products, Snohomish, Wa.

Grand Telon Lumber, Victor, ld.

Great Western Lumber Co., Everson, Wa. Harwood Products, Branscomb, Ca. [www.harwoodp.com]

Herring Bay Lumber Go., Kelchikan, Ak.

Hoffman Cedar Products, Chehalis, Wa.

J&J Forest Products, Humptulips, Wa.

JD Lumber, Inc., Priest River, ld.

Keller Lumber Co., Roseburg, Or.

Lazy S Lumber Inc., Beavercreek, Or. [www.lazyslumber.com]

Mary's River Lumber Co., Corvallis, Or.

Pope & Talbot, Portland, Or. [www.poptal.com]

Reichert Shake & Fencing, Toledo, Wa.

RSG Forest Products, Kalama, Wa. [www.rsgfp.com]

Skookum Lumber Co., Olympia, Wa. [www.skookumlumber.com]

Slice Recovery Inc., Coquille, Or.

Snow Mountain Mllls, Anacortes, Wa.

Sun Studs, Roseburg, Or. [www.sunstuds.com]

Sundance Lumber Co., Springfield, Or.

Superior Forest Products, Thorne Bay, Ak. [www.cooshead.com]

Tubafor Mills, lnc., Morton, Wa. [www.tubalor.com]

Welco Lumber Co. USA, Marysville, Wa. [www.welco-usa.com]

Weyerhaeuser Co., Federal Way, Wa. [www.weyerhaeuser.com]

551'too MANY companies at all I levels in the distribution chain are short-changing themselves by failing to actively promote their products, especially western red cedar," said Brent Stuart, vice president of purchasing with wholesale distributor Russin Lumber Corp.

"Manufacturers, distributors and retailers should cultivate strong relationships with each other and work towards increasing their market share by merchandising cedar and creating a demand for it," he said. "They should continually send out a consistent message to help consumers rec- ognize and appreciate the intrinsic value of cedar instead of treating it as just another commodity."

Based in Montgomery, N.Y., Russin Lumber sells from Maine to the northern tip of North Carolina and West Virginia. With many customers in the trading area being in the higherincome bracket and favoring higherquality products, price is not a major consideration. It isn't surprising, therefore, that the company devotes about one-third of its business to western red cedar and carries an extensive inventory of top-quality cedar products. I

How does Russin Lumber continue to prosper even during a downturn in the economy? "Our philosophy is to develop a strong relationship with key manufacturers able to provide us with a good product mix, so that both parties will be comfortable knowing we will be working in harmony on a regular basis," said Stuart. "For example, it's not our policy to take advantage of an over-supply situation, and corresponding price change, to move from one manufacturer to another. This means that manufacturers will make certain we always have a good supply of what we need. Some producers even offer us a market exclusive with certain products."

"The downside of relying on special orders is that if the retailer doesn't have the item on the shelf, the staff is more inclined to talk the customer into purchasing somethino that is in stock."

Russin Lumber tries to create a brand awareness with the items it sells, and always ties the producer's name and the WRCLA category to everything it does so that customers begin to associate certain manufacturers' and WRCLA names with value. "We have had great success with that approach," Stuart said. "Over time, customers begin to specify a particular brand, as well as WRCLA categories. As long as we provide fair market value, it makes our job easier."

As an example of how this works for his company, Stuart referred to what it does with the popular Architect Knotty category used for decking. Russin rarely goes into the market trying to sell 2x4 decking. They tie Architect Knotty and the producer's brand of Architect Knotty in all their marketing.

Stuart said western red cedar's market share had been under pressure as new products entered the market supported by huge advertising campaigns challenging cedar. An increasing number of consumers will walk into a retail store and ask for certain products by name. As a result, some retailers who used to stock a variety of western red cedar materials reduced their stock and took on noncedar products. "They have stopped marketing or promoting cedar and are now relying on distributors solely for special orders," said Stuart.

Some composites offer the opportunity for better margins. so some companies put more effort into marketing them. "At Russin, the difference is that our focus on cedar has not wavered. We believe that when our competitors choose to neglect cedar it offers us an opportunity to pick up the slack and enjoy a bigger piece of the pie," said Stuart.

"We spend a great deal of money on literature and advertising, including displays at customers' yards, and are very involved in trade shows. We have I I salesmen on the road and their prime responsibility is to introduce and promote our product line as well as new products to retailers. However, sometimes we don't think we are sufficiently rewarded for our efforts."

Stuart emphasized that promotion activities are needed at all times to keep market share. "No company should presume to be in such a secure position that it can do without advertising," he said. "Even very large, well-established and easily recognized companies in other industries continue to spend vast sums on advertising."

Stuart called on retailers to form partnerships with distributors and work together to promote the use of western red cedar. Progressive retailers do well, but some front-line staff choose to take the easy way out andunless customers demand a certain item-will not make an effort to interest them in cedar.

"The downside of relying on special orders is that if the retailer doesn't have the item on the shelf, the staff is more inclined to talk the customer into purchasing something that is in stock, instead of getting in touch with the distributor and finding out whether the desired item can be delivered quickly," said Stuart.

The Western Red Cedar Lumber Association provides literature and other sales aids to assist all levels of distribution in marketing western red cedar. The association works closely with cedar retailers, wholesalers and distributors to ensure they have the information and merchandising tools they need to help customers make an i nlormed purchasing decision.

Western Red Gedar Western Remanufacturers

AnzoHl

Cooley Forest Products, Phoenix CruronHn

Agwood Mill & Lumber, Ukiah

All-Coasl Forest Products, Chino, Cloverdale [www.all-coast.com]

Beaver Lumber Co., Santa Clarita

Boston Pacific, Redding [www.bostonpacilic.net]

California Gascade Industries, Sacramento [www.califomiacascade.com]

Capital Lumber Co., Healdsburg [www.capital-lumber.com]

Ganahl Lumber, Anaheim [www.ganahl.com]

Jones Lumber Co., Los Angeles [www. joneslumber.com]

Keller Lumber Sales, Redding lwww.kellerlumbersales.coml l-ausmann Lumber & Moulding Co., Lobmis [www.lausmannlumber.com]

Mid-Pacilic Trading Co., Rancho Cordova Nu Forest Products, Healdsburg [www.nuforest.com]

Plylap lndustries, Woodland

Shasta Cascade Forest lndustries. Reddino fwww.scfi.net]

Siskiyou Forest producls, Anderson

Union Planing Mill, Stockton

Unity Forest Products, Yuba City

Universal Forest Products, Riverside, Stockton Cot-osloo

Reed Mill & Lumber, Denver lolno

Alpine Cedar Producls, Sandpoint AMI Forest Industries, Boise lwww.ami-forest.com]

Boise Moulding & Lumber Co., Boise Potlatch Corp., Lewiston lwww.potlatch.com]

Tri-Pro Cedar Products, Oldtown Illoulill

Western Montana Millwork, Stevensville 0necon

Adams Lumber Inc., Tigard

Blasen & Blasen Lumber Corp., Portland

Chintimini Forest Products, Albanv Coos Bay Lumber Co., North Bend [www.cooshead.com]

Evans Forest Products, Shemrood

Forcst Grove Lumber Co., McMinnville [www.lglco.com]

Greenhill Lumber Co., Cascade Locks

Gdffin Moulding Co., Springfield

J.C. Pine Products, Norlh Plains

UB Remanufacluring & Distribution, Tigard

Maie$ic Forest Products, Eugene Oregon Canadian Forest Products, North Plains [www.ocfp.com]

Real Wood Products, Eugene

Square Deal Lumber Co., Spring{ield

United Pacific Forest Products, St. Helens

Universal Forest Products, Woodburn Westridge Forest Products, Beaverton [www.westridge-lp.com] Urm

Forest Products Sales, Murray [www.forest-producls-sales.com] Wlsrrucron

CAMCO, lnc., Shelton

Cedalbrook Lumber, Cashmere

Colonial Cedar Co., Kent

Columbla Cadar lnc., Kettle Falls lwww,columbiacedar,coml

Northwest Forest Products, Tacoma [www. nlvforestproducts.com]

RFP Manufacturing, Spanaway Shakertown 1992, Winlock [www.shakertown.com]

Spokane Cedar Products, Spokane

Slar Lumber & Manufacturing, Arlinglon Tebb & Sons. Fred. Tacoma

Westem Fen6hg, Lake Stevens