Efficiency is the Answer

"Mark my words, the day of the independent operator is over,'o Most of us have heard this tired old phrase so many times over the years that we automatically nod our heads and with a slight shrug return again to contemplating the olive in our martini.

But it's not so. The days of the ineftcien, operator are dimming. The independent operator with imagination and good business sawy will be with us until, heaven help us all, George Orwell's 1984 actually becomes a reality.

Therefore, it is with pleasure that we turn to Willits Redwood Products Co. at Willits, California. Here's a company, relatively small in the redwood industryo that has defied the so-called trend. Organized by two men, an engineer and a certified public accountant, the firm has become a very real part of the redwood industry during its 17 year life span.

The two men? They are Russell Ells, president, who utilized his timber and engineering background to build one of the most efficient mills of its size in the Redwood Region, and Harold Robinson, secretary-treasurer, who put his CPA training to good use in the financial management of the company.

Willits Redwood Products was organized. in I9M, on the burned out site of Sage Land and Lumber Company's Willits operation. At the beginning, the company had no timber of its own except for a few remaining Sage timber contracts. Today, the company is running its own logging show in a 350,000,000 acre tract to the north. In addition, the firm has additional timber reserves in the Two Rock-Big River area.

Initially, the production of Vy'illits Redwood was handled by one wholesaler. Today, the company has its own sales force and is shipping to all areas of the nation.

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A salesman who knows his product best can sell it best. This is especially true of plywood, with its many grades and uses. Make sure your employees are equipped with the essential facts on plywood. Ask your local DFPA representative to speak at your next sales meeting.

He has the training and experience to do a top-notch job of getting the information across. (Last year, DFPA f ield men held 1,175 meetings for retail dealers, wholesale distributors and others.) He'll cover all the bases in about an hour: plywood properties and advantages... where and how to use it...sales ideas...plywood markets...DFPA sales aids. And there'll be time for questions from the floor. He'll tailor the meeting to your needs whether you have a group of i.5 or 50. Just send in the coupon. The man from DFPA will be in touch with you about time, place and other arrangements. There's no obligation.