It's the Diomond Yeor for Diomond Motch Compgny,ong] New Executive Teqm Spcrrks Moior Modernizcrtion Progrqm for Ccrlif. Rercril Building Mcrtericrl Yords

Chico, California-August 3, 1956-With the appointment of Chester E. Hinshaw as general manager of its retail division, the Diamond Match Company has initiated a major modernization program for its chain of 63 retail lumber and building material yards and stores in northern and central California. The parent Diamond Match Company, which was founded 75 years ago in Nerv E,ngland in 1881, is celebrating its Diamond anniversary this year.

Forming the top executive team with Hinshaw are: Kenneth L. Brownell, manager of retail yards and stores; Lester J. Motta, assistant manager of yards and stores; William J. Harris, merchandising manager and director of pur-. chases, and Ralph E. Geissler, division comptroller )

Because of the rapid growth of the area served by Diamond's retail outlets and an even more rapid growth norn' foreseeable, a three-year yard and store modernization program involving the expenditure of approximately half a million dollars is underway, according to Hinsharv.

"While all of the state of California is grorving at an unprecedented rate, we expect a particularly rapid grorvth in the area north of Sacramento. The availability of electric power for industry, the building of the proposed Feather River Dam at Oroville, the Trinity River Project, the expansion of the Central Valley Irrigation Project, and Diamond's own $15,000,000 integrated forest products plant now under construction at Red Bluff are examples of why we believe this area has exceptional growth possibilities,,, Hinshaw states.

Sales of the California retail division in 1955 showed an increase of nearly I9/o over the preceding year, and so far this year are still on the increase.

_ (E,ditor's note: The following tribute to The Diamond Match Company was_printed,in a receit issue of ,,This Earth,'; "alGi"i organ of the Kaiser Gygsrlm Company, which kindly furnished some of the photos which illustrate this article.)

*"Little- !!i"g_.,"_notes the 1955 annual report of king-sized Diamond Match Company, "add up." Odd words from thi lead- ing firm of its kind in the country? By no means. In fact they might, almost be taken as a statement of policy for this soli( well-diversified company.

-The "little things" as well as the large added up for Diamond \Iatch last- yea-r to a record sales totil of almoit $130,000,000. Certainly that figure was_.a great omen for a company entering its^75th year in 1956, the diamond anniversary of Diimond Matchl

Some of the handiest items and services known to mankind are among the things that added up to last year,s Diamond Match- record; matches and woodenware, (such- as clothespins, toothpicks, candy .sticks and medical tongue depressors)' aci counted for the equiv_alent of 97,617,000 board feet and 23 pei cent of salest molded pulp and packaging wares (disposable plates, -'toodtarners, ' egg cartons) took 163,631,000 board feet; lumber manufacturing and mill sales across the nation went to Zll,646,mo b_oard feet; Diamond Match retail yards and stores in Cafitoiln;a, the Pacific Northwest and New England supplied builders with 166,974,000 board feet as well as a hoit of other materials, reaped 28 per cent of total sales.

The latter- category, retail yards and stores, has achieved the :tatus of.a b^uilding industry byword in California, where 63 of Diamond's 101 outlets are localed fron Dunsmuir in the north to. .Hanford, just south of Fresno. The policy of many things adding up is very much a part of the sucCess of Diamond's CaIi- fornia retail division. Though members of an effective organiza- tion with headqua-rters in Chico, the yard and store nanagers en- joy considerable freedom of action.

In commenting on the modernization program, Brou'nell states, "Our plans call {or replacing our long and narrow 'muzzle-loading' yards lvith rvider and shallou'er stores. The ideal depth should not exceed 40 feet, rvith the fronts opened up to permit visual inspection of the store and its contents. Exteriors will be made attractive and, r'vhere possible, ranch-type design and pastel colors will be used.

"Where we are particularly interested in sales to individuals, the display area and storage area will be continuous to permit easy access by the customer th'rough the normal display of paints, materials, tools and hard-

The thinking behind this is typical of Diamond Match's high regard for the individual on the team: by living and working in a community, rubbing shoulders .with the major developers and the home handyman, the yard men come to know more about local problems, personalities and potentials than is possible from a orstance.

The retail yard men, most of whom have 10 or more years with Diamond, act accordingly and before them are the incentives of profit and promotion.

But always the emphasis is on teamwork.

That sane spirit was very much in evidence at a recent gathering in Chico of the yard managers from all sections of the state. Guest of honor was Ira Brink on the eve of his retirement as general manager of the retail division; still very fit and vital in appearance and manner, Brink could look back on 47 years with the company and remember that day he joined in 1909 when the division numbered only 13 yards.

The get-together was also to introduce Chester Hinshaw, successor to Ira Brink, to the assembled yard managers. Flanking him for the occasion were two of the division's sparkplugs, Ken Brownell, manager of retail yards and stores, and Bill Harris, merchandising manager and director of purchases. For all hands it was a memorable event, and for good reason: it was the first such gatherine in 25 years. Many good friends of these men and their company, including Kaiser Gypsurn and Permanente Cement representatives, joined in honoring the Diamond men.

A big topic was the multi-n-riilion dollar mill construction project at Red Bluff, w'here Diamond will expand and consolidate a number of its present lumber operations ir-r northern California. Being constructed by Del Webb, general contractor and New York Yankee Club proprietor, the Red Blufi project shapes up as a fine diamond anniversary gesture and a sign of. confidence in a growing future.