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Ransone also sources Doug fir and redwood from California, southern yellow pine from Arkansas ("mountain-grown, much better texture, not plantation-grown") in board or pattern ("the MiraTEC line has come on strong"), 2-inch KDAT (kiln-dried and treated) from northern Louisiana and Mississippi, and cypress from Florida and Georgia-diversifying also into newly-added lines like CertainTeed's cement siding and trim fabricated from sawdust and chips, "which is growing very fast," he declares. "The trend down here is for a lot of beaded ceilings in 4inch and 6-inch. There's comfort in those old styles, like a touch of grandma's house. People feel comfortable with wood floors, too-not carpet or tile-a feeling of home."

There's competition, but not locally, he reports. Of four or five former New Orleans-based wholesale dealers, he says he's the sole independent left standing. Oh, better make that flourishing. Chalk that up to location, location. "We supply both for residential and commercial building, and after Hurricane Katrina, there's been constant rebuilding and rejuvenating, plus a huge new hospital. And the government has just knocked down a lower-income housing project to be replaced with a nicer-looking one.

"City living has become very desirable," he continues, "lots of young folks moving from the North-and with the price of gas, they don't settle in bedroom communities, they repair and renovate. Offices in the Central Business District are being converted into attractive apartments. And everything's wood down here, from shotgun houses to those gracious mansions, a whole potpourri mingled together up close, fueled by the lack of land."

And coastal weather is hard on all that wood. Those charming old houses need constant renovation, "a market that will always exist, thanks to Mother Nature. The weather and the water give us planned obsolescence," John laughs again.

Astute business sense is a vital part of Ransone's continued success. All that renovation requires hard-to-find items like that 12-inch beadboard: "I can get that made." Ransone does a dynamite business in special orders like that, and with them reaps the special margins they can command. "My father taught me: 'Stick with the specialties-the oddball items-for the good margins. Stake your name on upper grades of finished lumber."' He taught me, 'Son, you can sell $100 of product and make 20Vo, ot you can sell $ 1 ,000 worth and make 20Vo .' I got the picture."

Of course, it takes more-a whole lot more-than simply right place, right time. Ransone succeeds, says John, "because we've got the right material in place and the right service: delivery or will-call, pick-up, a big convenience. No long-term contracts required."

John boasts a list of 100 customers within an 8O-mile radius. "They can get framing and lower-grade, standard lumber anywhere. But finished lumber is not as big a mover, so I am their back-up. And we never cross the line and sell directly to builders or their customers," he emphasizes. Just like his granddad and dad before him, his relationships are paramount, with suppliers and customers alike.

Ransone's staff of seven ranges from an old-timer with 35 years' experience under his tool belt to new blood that keeps the operation fresh. They're a nimble bunch, which has proved invaluable during the economic recession. "They're all cross-trained, which saves us money. The lead warehouse man can also answer the phone and take orders in the office. They all wear a couple of hats, to keep us afloat."

Not only afloat, but expanding a customer base: "To attract new business, we're always expanding our product line. Plus, we've a full-time outside salesman who's constantly talking to people. Our office manager is talented in producing visuals to hand out, like updates of what we're carrying."

So what does the future hold? More of the same, John is confident. "The city's attracting a lot more technologybased businesses, medical facilities are expanding, tourism is back and growing, and the port. Don't underestimate the importance of the Mississippi River," he reminds us.

And John's own future? With his only child about to graduate from law school, there is no family succession plan. But not to worry-can't kick John out of the driver's seat he adores any time soon.

Carla Waldemar cwaldemar@ comcast.net

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