Redwood firm's product diversity

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on providing quality redwood to over 400 West Coast accounts. During the next five years, the company "expects to see growth and expansion into new species and products," says Len Viale, sales marketing manager. The latest product is Sequoia Fence Privacy Plus, a ready-made fence panel. "The pre-built fenc€ panel is solidly constructed and will save customers time and money," Viale says. "Redwood is our best seller, but we also distribute cedar, pine, Douglas fir, pressure treated and specialty softwoods."

Redwood Empire, a division of Pacific States Industries, Inc., operates from both Morgan Hill and Temecula, Ca. Morgan Hill, the heart of disribution for over 160 million board feet of lumber a year, is a12 acre, five rail car spur facility wirh 60,000 sq. feet of warehouse and manufacturing facilities. A truck fleet of 16 tractors and 28 trailers ships lumber products to retail and chain store accounts in California Oregon, Washington and Nevada.

In 1986, the sawmill division of Redwood Empire began operations in Cloverdale, Ca. The 30 acre sawmill includes 48,000 sq. ft. of covered area and a paved lumber storage area. Represenhtives at the mill service 75 accounts in eight western states. Jeff Tornai, sales manager, believes, "We've broken the traditional sawmill sales approach. We're straight with the customer and we're flexible. Working with the customer during market fluctuations is what it takes to be a consistent supplier."

All products manufactued at the sawmill meet the guidelines established by the

Redwood Inspection Service. Grades range from garden grade to clear all heart. A full line of kiln dried, air-seasoned and green decking is produced. Fencing products are made with the help of a fence-sizer and an automatic dog-ear machine. "Because of the overall size of the company, we have flexibility. We're not too large so we can give the customer good service and can keep a better focus on our account base." savs Tornai.

Story at a Glance

Milling and wholesaling company expands into new species & products ... readymade fence panel is latest introduction.

President Roger Burch says, "Our goal is to supply above average logs from our lands and lands under numagement to the Cloverdale sawmill to produce high quality finished products for the Western United States market."

Viale believes the company's success comes from "personal contact with the customer because that establishes relationships and relationships build better business."

Dan Naughton, general manager, stresses service to the customer is Redwood Empire's #1 goal. He believes "customer service merits the next order."