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A leader in redwood by-product development, Pacific is also utilizing bark and sawdust to produce chemicals and wood fibers for specialized industrial uses.

Van Beckum is a graduate of St. Norbert College, West De Pere, 'Wisconsin, and the University of Wisconsin. He joined Pacifio in 1952 following 13 yeais in various executive position in sales, research and product development for Weyerhaeuser Company.

Western PinersSrepUp Promofion, Product Development

When markets are tight, increase to better fit the the product to its uses.

The Western Pine Association. I selling and seek ways ine the lumber rne vvestern rtne Assoclatlon, representtng indrlstry in the l2-state 'Western Pine Region, look steps to do just this at its 30th annual meeting in San Franiisco March 8-11. Included in the group's action:

1. Pudgeted nearly $900,000 fbr advertising and merchandising, more than the Association has ever ipent before on this activitv.

2. Placed increased emphasis on product development by the group's research laboratory in Portland, Ore. -

3. Continued efforts toward grade simplification, begun a year ago with adoption of framing grades almost identical to those of WCLIB. This time, while existing board grades 99n_t!ry1e in effect, the group provided for optional use of WCLIB board grades during the interim sfudy period.

4. Selected J. B. Edens, Southwest Forest Industries, Inc., Phoenix,. as its new president, continuing a trend of picking progressive lumber businessmen to lead the Westein Pine industry.

The industry's new promotion program, created in cooperation with its new advertising agency, McCann-Erickson, feature retailer and homebuilder campaigns both entailing consumer merchandising programs. A 3O-minute presentation was made to the delegates in attendance.

Shown a new panelized roof decking product as an example of development possibilities, the Association decided to throw more emphasis on this phase of its research activities. Also, it took a close look at a lumber strength pfe-testing machine being perfected by the Western Pine Association research laboratory on a Western Pine mill production line.

Besides selecting Edens as president, the group picked John S. Richards, Coeur d'Alene, Idaho, and Kenneth R. Walker, Atherton, Calif., as vice presidents, and R. W. Rehfeld, Phoenix, Ariz., as treasurer.