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Operotions Brought Hollow Tree Lumber Co. to Presenr Position

In recent years the lurnber inclustry has n'itnessed a series of mergers and a startling grorvtl.r among several already huge lumber concerns. Along u.ith this growth and acquisition of vast stands of timber has come big mill efficiencv and competitiveness, a condition which no longer may be ignored by smaller sau,mill operators. No longer may they operate r'*'ith a minimum investment in timberlands anci machinery rvhile they rvhittle away on a piece-meal basis. For if they do, they'll soon find themselves cut off from timber and squeezed out of the market by the big operators who are looking far ahead of just next year's production schedule.

It might rn'ell be that smaller sawmill operators could learn much and profit immeasurably by transplanting some of this big-mill thinking into their own operation. While it may rvell be that there is a shortage of credit, and quite certainly money in many cases, there's no limitation on ideas. Many a small sawmill operator has reached the big time, not necessarily due to his capital, but rather to his foresight and timing-his ability to recognize r,vhat mnst be done and w'hen to do it.

Bill Moores qnd His Associofes Put'Conrrolled Exponsions' Progrom to Work for Them

Hollor'v Tree Lumber Company in Ukiah, Californi:r, headed by young and energetic William M. Moores, is just such an example. While Hollow Tree can hardly be considered in a small-mill class at this point, it certainly was just that some 12 years ago vvhen Moores and 35 employes first turned the rvheels of what norv is Mill "A" in Ukiah.

But that's all water over the dam now, because Hollo.iv Tree has since reached a position of growing importance in the redwood industry-a position earned by big-mill thinking and a program of controlled expansion strikingll' similar to that of its "bigger brothers."

While the firm continues to operate Mill "A" in the Ukiah foothills, together l'itl.r a modern 67-acre remanufacturing

Mlt[ "A," locqtad in rhc Ukich foorhills, wor stqltod by Bill Moorcs ond 35 employer iust 12 yearr ogo. fodoy the combined produdtion of Hollow Trec's Mills A, B ond C totols 6,00O,000 feet of redwood monthly plant just north of tor.vn (CLM l2/I/55), the firm has since irdded to its grou'ing timber reserves and facilities with the purchase of the mill and timberlands of California Timber Co. at Annapolis. This operation, lvhich includes complete remanufacturing facilities, nor,v operates as Mill "8."

Continuing his "forlvard motion," William M. Moores, who is president of both Hollow Tree Lumber Company and Cloverdale Redwood Company, as well as a vicepresident of Hollorv Tree Redrvood Company (the sales company), announced on March 1 that Hollow Tree Redu'ood Company \\.ould hereafter handle sales of all green and dry redwood produced by Cloverdale Redrvood Company, now referred to as Mill "C."

The combined production of mills "A," "B" and "C," representing 6,000,000 feet of redrvood monthly, brings to bear zr powerful spotlight on the sales company, Hollow Tree Iledwood Company, and the men \vho move this production.

At the helm of this company is Max R. Barnette, president and general salesmanag'er, and long time associate of N{oores. Other officers include F. L. Brorvn, eastern salesrnanager, ancl N{oores, both vice-presidents; L. D. Courtright, secretary-treasurer, and W. H. A. Smith, assistant secretary-treasurer. Ably backing up this group are Jinr Hennessy, California salesnanager, G. S. "Red" Brorvn, l-randling green sales, and John Stegeman, sales :rnd liaisnn man betrveen N{ills

With the acquisition of N{ills "8" and "C" and the expansion of remanufacturing facilities at Ukiah, Barnettc notes : "\\re are nol' in a l)etter position than ever to sttpply our customers n.ith just about anything in redu'ood. ail of rvhich is graded under specifications of the Californi;rRedrvood Association, of rvhich \ve are full members. And this versatility extends to orlr method of shipments as well-either green or dry redn,ootl, in mixed or straight 1oads, by truck-and-trailer or rail.

"A1ong rr'ith versatility of operation," Barnette con.. cluded, "Bi11 Moores insists 1lpon the best of service to all customers alike, and the highest of quality in every board."

Wood Conversion Compqny ProducesSqles Troining Film For Refoil Lumber Yord Employes

One of the nrost important, yet most neglected, asl)ects of running a retail lunrber yard is the matter of adequately training the nr:rn behind the counter . . the man lvho, in most c:rses. determines u'hether the s:rle is rvon or lost. The losses u'hich retail lumber yarcls suffer each year, clue to lack of competent sales personnel, is staggering. Most iumber clealers are perfectly s'ell aware of this fact yet rlnsLrre of horv to correct thc siluation.

That is rvhy the nes' mor.ie film, "Chuck Woods-GoGi\.er," rvhich \\rood Conversion Company has produced, is of such importance to lumber dealers. "Chuck Woods-GoGiver" is the first film of its kind in the industry concerned solely rvith the problem of helping the man behind the counter in a lumber yard to increase tlie effectiveness of his selling techniclues. has appror-erl a map for a l.enr,,rr a\ enrle ad j,,inirrg

As John Egan, sales training rlirector of \Vood Conversion Compan1., puts it, "Better training of ret:til personnel in the lumber yzrrcl is a logical approach to one r-rf the basic recluirenrents of ltusiness success today. The most important point of proper cllst()mer relationshilts hou. to serve the customer u'ho u'alks in the front ckror is a technique everl' lumber yard emplciyee should understand."

The film u'as u'ritten and directed by John Driemen in conjunction u,ith Continentai Films, Inc. of Nlinneapolis. It stars Jack Hastings, Kenneth Senn and \Varner Lahtinen. all u-ell-knon'n televisicrn personalities. The movie is in 16mm. sound and runs |or 26 minutes. It is available through \\rood Conversion Company sales representatives.

Wood Conversion Company, manufacturers of Balsar.n\\'ool insulation and Nu-\Vood insulation boarcl. se11s it! products througl'r lumber dealers on1y. Companv headcluzrrters are in St. Paul, s-ith plant facilities located at Clocluet. Nlinnesota.

N{onror-ia, Calif .-Ciity Council subdir.ision tract at Ilraclbury ancl the nerv school.