Koppers' expansion is a bet on the West

HE NATION'S largest producer of pressure treated wood products, Koppers Company, Inc., a diversified chemical, engineering and manufacturing corporation, is girding for accelerated expansion of the pace-setting western market.

To lay the ground work for planned growth, the Pittsburgh, Pa., based company, with current annual sales in excess of $1.8 billion. has newly established a Western Wood Products Division within the Forest Products Group, with James R. Batchelder, a third-generation Californian, as vice president and general manager.

"It is our firm conviction," attests Batchelder, "that spectacular as has been the phenomenal growth of the West, the future holds even brighter promise, and our company is taking all necessary steps to cope with the ever-soaring demand."

Batchelder, who has opened administrative headquarters in West Sacramento. Ca.. at the hub of the central market region, holds that western architecture and construction long have led the nation in innovative design, contributing major developments in industrial, commercial and residential projects that serve as a vital stimulus to a more tradition-bound eastern seaboard.

"Still added significance attaches to the western market," he elaborates, "in that it is large enough as a region, and active enough in its broad-spectrum multiplicity of enterprises, that, even during periods of partial or general slowdown elsewhere, it still retains a capacity to run counter-cyclical to the national trend."

Koppers maintains a nationwide network of 27 pressure treating plants, 19 pole distribution yards, l5 lumber and crosstie mills, and five hardwood concentration yards. Six pressure treating plants, in California, Colorado and Hawaii, fall under his supervision, with the division also providing a raw materials base for western species of wood in demand in the East. These activities are further supported by a large research facility that engages in broad-based new product development as well as process improvement and design.

The division serves the electric utility and telephone industries with a broad range of pressure treated poles and cross-arms. Distribution poles, up to 50 feet in length, and transmission poles, up to 120 feet, are provided for power line construction and maintenance. Pressure treated crossties and switchties are supplied for mainline railroads and railroad contractors, thus playing an important role in supporting the nation's vital infrastructure.

Batchelder discloses that one of the fastest expanding areas of consumer demand lies in the use of fire retardant treated shakes and shin-

Sfory at a Glance

Major American company is makingstrong moves across the West, betting that the West is countercyclical to the naiional trend...big part of the push is at the consumer level.

gles for commercial and multifamily residential construction. A growing public awareness of safety needs followed recent brush and forest fires on the Pacific Slope, and widespread recognition of fire dangers by various building codes is expected to exert an increasingly favorable impact on this market.

The division is also spearheading a California program for "Outdoor" wood, treated for resistance to decay and termite attack, for use by residential contractors and do-ityourself homeowners. Outdoor wood, pressure treated with "Wolman" chemicals, is used for decking and other backyard variety projects.

He points out that since Outdoor wood is sold primarily in the do-ityourself market, demand is expected to continue strong regardless of the weakening trend of housing starts. He feels that it is rapidly becoming a viable alternative to redwood for residential construc- tion and do-it-yourself projects, since it possesses a long-lasting resistance against insects, can be painted or stained, and is available below the price of redwood.

Alone among such industry operations in the western area the division is mounting an agressive educational campaign aimed at retail and wholesale lumber yards where in-house seminars, conducted by Koppers' trained experts, are held to acquaint sales staffs with the various pressure treating systems available for any desired end use of product.

"This is being given special priority attention," says Batchelder, "since for years the consumer has relied on local area building materials centers for expertise in all facets of the wood market. We are providing counter personnel with all the information necessary to continue this valuable service as pressure treatments become ever more viable, even more in demand."

In a further broadening of its educational campaign they have launched a series of in-store demonstrations and discussions targeted directly to the consumer.

The new division is also gearing for continued expansion through major acquisitions as well as through extensive new product developments.

Batchelder, who joined Koppers in 1959 after graduating from the Berkeley campus of the University

(Please turn to page 85) self market is starting to buy and use it, especialy in unusual applications such as decorative siding. Dick Hotaling, Alex

Pressure treated lumber is increasing its share of the dealer market

D RESSU.RE TREATED lumber

l- is meeting a growing demand in lumber yards across the nation, with heavier than usual interest throughout theWest.

In fact, a Cahners Publishing Company survey conducted among lumber and home center retailers noted: "Product groupings that seemed to have had the most dramatic increases in sales last year were treated lumber, which was the number one product mentioned almost across the board."

That consensus is borne out by western dealers who meet the public every day. It also buttresses the view held by members of the Western Wood Preservers Institute, an association of western wood treaters. Here are random comments from dealers on the firing line:

John Balding, McDaniel True Value Building Supply, Eugene, Or.: "Pressure treated lumber is the product of the future for the residential decking market. With it, we are providing a better quality material at less cost.

"Today, more people are staying home, working on their houses as a result of the fuel shortage. So we've had a phenomenal increase in pressure treated sales. Last year, we expected to sell one truckload. Instead, we sold four times more than we thought.

"Next year, we'll build a display deck out front, and we are also remodeling the inside of our store. We promote pressure treated lumber in the newspaper regularly and use the classified columns every night.

"We also help customers design their decks, taking under consideration the relationship of the deck to the house, to the elevation, the slope, etc. We try to feel out the customer's skill levels, and design the deck structure to suit their abilities."

Jim Taft, general manger of Ganahl Lumber Co.. Anaheim. Ca.: "There's no question but what pressure treated wood is coming

Sfory at a Glance

into its own from a price standpoint. Retailers are just beginning to realize that it will last longer than many other species. We used some rather unusual applications right here in our own yard when we built it in 1978.

"For instance, we've used it for decorative siding, patio overhang, and in our new sign for the yard. Others have seen our applications and decided they'd like something similar for their own homes. I'm certain that if retailers have proper people with enough knowledge about this product, they will find the do-it-yourself market eager to buy and use it."

Gerry Richards, assistant manager of Parr Lumber Co., Lake Oswego, Or.: "Pressure treated has no moss. no toxic. seems to last foreverand won't get slippery. It outlasts cedar and is cheaper, too. When someone asks about wood to resist moisture and decay, we provide information about pressure treated lumber. As a result, more and more customers are coming to accept it."

Chuck Hoenhous, Willows Lumber, Puyallup, Wa.: "Our customers have been receiving treated lumber enthusiasticallv. Most of them appreciate the fact that you don't have to paint or stain treated

(Please turn to page 79) and particle boards, available now, too, with custom coatings.

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Union ciry. cA. (415) 471-4900

Sacramenro. CA (9161927-2121 San Francisco. CA . (415) 821-8114. Reno. NEV o (lQl1 33r-3033