Artesia Door Company Introduces New Operation and Service

Manny Toroya, president of the Artesia Door Co., Inc., Artesia, California, has announced that his firm has established a new division to be known as Dairy Valley Pre-Finish Company at the concern's manufacturing plant.

o'This new operation will produce any type of finish, to match any interior decor," president Toroya said. 'oA color consultant is available for planning serviceo and will recommend finishes to match doors, cabinets and wall surfacing for any home or oftice project."

In this manner new doors" for instance. will blend with any furniture finish selected or any wall paneling tones used in new construction or remodeling jobs.

The services of Dairy Valley Pre-Finish Company are offered to jobbers, cabinet sTrcKs-sToNEs

(Continued, lrom Page 6) consider means for meeting them is heart' ening progress.

A second major topic for consideration asked, "What is the most significant general improvement which can be made in our lumber products in the next l0 years to enhance our competitive position with otlrcr construction materials?"

It was recognized that in keeping and extending its markets, the lumber industry faces a two-fold problem: l. Competing with concrete. steel, aluminum and other construction materials; and,, 2, Overcoming adverse consumer reaction created by the substantial volume of poor quality lumber which accounts for an appreciable portion of the total lumber market each year.

Copsule Gommenls ond refieclions: "Wood ls Good" is o fine promotionol slogon, but octually ol pre3ent qll wood is nol good lhe letm 'quolily,' must be recognized only os slgnifying conformonce lo qn estoblished sel of slondards mora reseorch ond development ore needed manufacturers and dealers, and are immediately available to all areas of the wood. working trade. lo ochieve o gniform producf grode slcndordizolion i. o mu3t . . . coolingr ond over-loys do rolvc rome problcmr; howcvcr, fhcsc improvcmenfr olso rcrult In Incraored coslg, ond somo componies won't go olong, thus mokinE if dificult for q concerled industry or Associqtion efiort lhe chonnels of educolion, thc colleges ond universities should be more highly used lo supporl the study of wood "

"We have various color samples prepared," Mr. Toroya stated, 'oincluding Driftwood, Palomino, Antique Birch and all natural wood finishes."

Custom selections will be quoted upon request.

The new division will be operated on a two-shift basis to turn out orders efficiently and on-time.

Artesia Door and its new division, Dairy Valley Pre-Finish, are located at 11456 East l66th St., Artesia-in the greater Los Angeles industrial area, adjacent to all freeways for fast handling, pick-up and delivery.

It was ofiered that the lumber industry must re-orient its thinking, that it must look ol the market frsl,' manufacturers need mor'e information as to the merchandiser's use of his products-they arc trying to serve all dealers the same way, yet dealers are divided into numerous categories of operations and service. Retailers themselves don't have enough infor'mation for selling lumber. Typical sales pitch: "It's a certain size at a certain price."

There was considerable discussion concerning the necessity for additional research into the development and use of wood products, but ne particular agreement as to who should do the research: whether by individual companies, through Associa- tion effort, by the U.S. Forest Products Research Laboratory or through government subsidized programs. The F.P. Research Lab was singled out, however, as the most likely facility.

It was generally agreed that product improvement and acceptance can greatly come by meeting end-use requirements at lower in-place costs. The subject of developing engineered systems for better and more €conomical installation at building site was stressed again and again, plus the necessity for better packaging of products.

Third major topic for discussion con. cerned improvement oI marketing methods and activities toward acquiring a greater shar.e of existing markets and developing new ones. Generally, though it was acknowledged that big improvement is needed in this area, there was little agreement as to how this should be brought about.

Copsule commenlr snd rc0ectionr: A successful morkefing plon con bc corried out only if individuol componies ore willing fo dcvelop Gommon mdr-

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