the merchant magazine - may 2010

PEP UP YOUR DECK-SELLING SEASON � EWP INDUSTRY BRACES FOR NEW GLULAM

MMAAYY 22001100

The MERCHANT MagazineTHE VOICE OF THE WEST’S LBM DEALERS & DISTRIBUTORS – SINCE 1922

When you partner with The California Redwood Company, you’re not just getting a unique and beautiful wood product, you’re getting the experience and innovation only a company that’s been around for 120 years can bring.

This year, we’re continuing with our spirit of constant improvement with the addition of two newly designed wood products, along with enhancements to our current products. We’re also launching a new marketing campaign, including a completely new website, a new identity and collateral system, and a robust in-store training program. The campaign, entitled “Build history” tells the rich story of The California Redwood Company and inspires homeowners to build something truly special — all of which translates to new and higher margin opportunities for you.

We hope you’ll call us at 1-800-637-7077 or visit californiaredwoodco.com to learn more about what a partnership with The California Redwood Company can mean. And fi nd out if together, we can build history.

There’s no wood quite like redwood.

There’s no company quite like The California Redwood Company.

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44 � The Merchant Magazine � May 2010 Building-Products.com

May 2010Volume 88 �� Number 11

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Special Features9 FEATURE STORY

DEALER MAKES ROOM FOR NONPROFIT

10 INDUSTRY TRENDSFULL-FRAMING-WIDTH GLULAMS TO

SHAKE UP THE EWP INDUSTRY

12 FEATURE STORYSELL TO COMMERCIAL DECK PROS

14 INDUSTRY TRENDSMARKETING TO SMALLER DECKS

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20 FIRST PERSONHOW TO MAKE BETTER DEALS

50 PHOTO RECAPNAWLA ANNUAL IN NEW ORLEANS

The MERCHANT Magazine

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24 GREEN RETAILING

26 COMPETITIVE INTELLIGENCE

32 MOVERS & SHAKERS

34 FAMILY BUSINESS

38 KAHLE ON SALES

41 NEW PRODUCTS

47 IN MEMORIAM

51 ASSOCIATION UPDATE

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53 DATE BOOK

54 IDEA FILE

54 ADVERTISERS INDEX

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TOTALLY RandomBy Alan Oakes

Are you listening… to yourself?

HAVE YOU EVER HAD A GUT FEELING that something good or bad was about tohappen? Then the phone rings and…

Sometimes I am driving to work, and I see idiots zoom by me at 90 mph—weaving in and out of lanes—and I suddenly think to myself that it’s time for meto slow down or there will be an accident. It seems that most of my gut feelings orinstincts are about bad things that are about to happen rather than good things(particularly as my inner voice tells me to go and play the Lotto, and I have neverwon a dime yet). But over the years, I have come to conclude that I have prettygood intuition about what’s going on around me. So much so that I typically trustmy gut feelings in dealing with people and business situations. If I override myconcerns, generally there’s a price to pay later.The trouble is many of us don’t listen to our inner voice. Perhaps it is because

we often do not want something to be true and hope ignoring it will make it goaway. Throughout each and every day we receive signals to our subconscious, butto hear them or react to them we have to learn to recognize them and act on them. Intuition comes from not only our gut but also our head and our heart. When

all three collide, warning bells go off. When something is weighing heavy on me,I can feel the pain in my stomach and heart, and it doesn’t go away until I make adecision—usually one in line with what my gut is telling me. And strangely, it’srarely wrong. But it takes time and experience to learn to trust your instincts.Maybe the older and (hopefully) wiser you get, the messages trying to attract yourattention actually get through to you. Perhaps it takes some bad things to happenuntil you realize what the messages were trying to tell you, so next time youbecome more aware of the signs and at least weigh them.In business, it is much the same. Opportunities come and go, and it is the brave

who listen to their gut. Yes, you can have committees or consultants concoct busi-ness plans. But sometimes when your inner voice is telling you to do somethingand do it NOW, if you have come to the point of trusting your instincts, then don’tdelay, just do it. I think over the years when something has gone wrong in mybusiness life, I wasn’t strong enough to stand up for my instincts. I think the peo-ple I have been most impressed with in business are those who have gone againstgeneral thinking because they had an instinct that what seemed wrong to otherswas, in fact, right. The term “stroke of genius” comes about when someone waswilling to gamble and make a call that was seen by others as too bold or risky. At the end of the day, it is instinct rather than processes and formulas that

make the really best people stand out. And that is the problem too many times incorporate life today, when you must go round and roundgetting a consensus for every move instead of some-one saying this is how something should be done, act-ing on it, and moving on. There is so much pussy-footing around people’s feelings that decisions oftenget watered down and the end results are failure.It is not only your instinct that you must learn to

trust; you need to seek out others who can be trust-ed to make the right decisions over time. Insome cases you might trust their judgmentover your own if they have proven thattheir judgment might be better than yourown. While we listen to our kids and our

spouses (well some of us), perhaps weshould listen more to ourselves!

Alan Oakes, [email protected]

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Building-Products.com May 2010 � The Merchant Magazine � 99

FEATURE Story

Dealer makes roomfor green nonprofit

FAIRFAX LUMBER & HARDWARE,Fairfax, Ca., has partnered with a

local nonprofit to take green buildingto the next level: selling surplus andreclaimed lumber and building materi-als alongside new products. “It’s the first hybrid profit and non-

profit, mixing new with reused,” saidCarrie Bachelder, founder of TheAway Station. “Fairfax Lumber gaveus a foothold, a place to start.” The partnership is the newest addi-

tion to the store’s Fairfax Green pro-gram, which offers a full inventory ofFSC-certified lumber, plus an array of

INVENTORY SYSTEM for reclaimed materialswas created by Beth Forsman, employee ofThe Away Station, and Charlie Cain, managerof Fairfax Lumber.

GREEN BUILDING PARTNERS CarrieBachelder, The Away Station, and AugieVenezia, president of Fairfax Lumber, with sur-plus hardware awaiting sorting.

special-order windows that weren’tused—from their storage yards. He said, “Everyone is excited about

being able to shop for used materials,not having to spend money on newresources if they don’t have to. Manywant the option of using reclaimedmaterials if they are available.”Cain noted that landlords also like

the option of spending less on repairsby using reclaimed materials such astoilets, sinks or windows. “Everyonelikes to save money and keep materi-als out of landfills,” he said.The biggest challenge of the part-

nership, Cain said, was creating aninventory system for the donations.The key was to keep it simple, yetkeep track of what’s selling andwhat’s not, so the product mix can beimproved. “This partnership puts Fairfax

ahead of the curve,” said Venezia.“People think green building is tooexpensive, but it’s not.”

other green building products andinformation. The program’s goal issimple: conserve natural resources,enhance energy efficiency, improveindoor air quality, and release fewertoxins into the environment.Here’s how it works: Bachelder

solicits donations, which are deliveredto Fairfax’s three-acre property, andhandles the tax-deduction receipts.With the help of Away Stationemployee Beth Forsman, the donateditems are sorted, tagged with a specialSKU, and displayed in the properdepartment. Sales are rung up at spe-cial registers by Fairfax employees,and profits are split 60/40 at the end ofeach month. Besides profits, Fairfax also wins

by gaining access to customers whowant to receive green credits for usingreclaimed products. “We realized that re-use is a piece

of green building that we had neglect-ed,” said president Augie Venezia. “Alarge percentage of landfill is con-struction debris, so the goal is toreduce and reuse.” About 80% of the donated materi-

als are from deconstruction projects,according to manager Charlie Cain,but other items are donated by con-tractors who want to clear unusedmaterials—extra nails and screws,


INDUSTRY TrendsBy Josh Englander

STUBBORN INDUSTRY WOES haveprompted various strategic

responses, from conservative down-scaling to aggressive adaptation.Companies that have circled the wag-ons—shedding jobs, relying on fixedinventories—are waiting until themarket becomes a stationary targetbefore they make their next move.Others are dashing out of trenchesguns blazing. Rosboro, one of thebuilding sector’s glulam leaders, is

deciding on the latter tactic with theintroduction of X-Beam, a full fram-ing width stock glulam in architecturalappearance.With the new product launch, the

Oregon-based company is poised toshake up the engineered wood marketand consequently rankle the competi-tion. For every advertised benefit X-Beam promises—uniformity withstandard framing widths, fewer SKUs,reduced shimming on job sites—there

is a corresponding, opposing argu-ment. Other glulam manufacturers arequestioning everything from the eco-nomic viability to the market demandfor such a product.“Yes, we scratched our heads when

we first heard about it [X-Beam],”said Dennis Huston, EWP sales man-ager of Boise Glulam. “Rosboroclaims they won’t have to increaseprice, but there’s more wood fibergoing into the product, so we don’t seehow that’s going to work. We’ll waitand analyze the market responsebefore we consider offering a similarproduct.”In poker parlance, Rosboro is going

all in, switching its entire stock of 4xand 6x glulam products to full framingwidth in architectural appearance.That means one set of SKUs forexposed and concealed applications,and no more jobsite modifications tomatch traditional glulam with standardframing members. Rosboro is alsomarketing the fact that the greaterwidths and wood volume will equateto increased load-carrying capacity.Critics aside, there may be a very

influential group that applauds thedecision: builders. The ones who, ifthe product follows through on itsclaim, will reap the immediaterewards.“This will have a big impact for

me,” said Oregon builder TonyChapman. “I prefer glulam for its con-sistency and strength, but there’salways been extra effort and time Ispend shimming out the 3/8” gaps. A

Full framing-widthglulam shakes upthe EWP industry

ROSBORO is making a huge gamble that it can expand the uses of its glulams by widening itsentire product line to full framing widths.


full-width product really simplifiesthings.”

Breaking Rules & TraditionsSo why hasn’t it been done before?

Part of the reason is that, unlikeRosboro, not many manufacturers areoperating their own sawmills andplaners. That gives the company theleverage to break away from a packthat largely relies on the capabilities oftheir manufacturing partners. In mak-ing this change to full widths, Rosborois fundamentally altering glulam man-ufacturing practices that date back 40+years. Naturally, Rosboro’s competi-tors are wary of the news.“Frankly, we don’t think much of

it,” said Bud Filler, founding partnerof Filler King Company. “It’s an un-standard industry size and it createsdual inventories in distributors’ yards.Another problem is the amount ofredesign it may require on hardwareconnections. Then there’s the addedcost; someone has to pay for that extra3/8.”Filler is likely not the only one to

express concerns about increased costs—and compatibility issues. Any radi-cal change is bound to have a rippleeffect down the supply chain.However, at least one leading hard-ware manufacturer, Simpson Strong-Tie, does not foresee any major stum-bling blocks associated with theincreased standard widths.“Simpson Strong-Tie provides a

large variety of hanger sizes for glu-lam beams,” said a Simpson represen-tative, “including sized for Rosboro’s3-1/2” and 5-1/2” wide glulams.”

Looking for the Next Big ThingRosboro is hailing X-Beam as a

breakthrough – a radical improvementin terms of convenience and efficien-cy. “With the sizing issue mitigated,we believe glulam becomes the pre-mier engineered wood option,” saidJim Walsh, Rosboro senior vice presi-dent of sales and marketing. “It’s lessexpensive than other engineered woodproducts, more attractive, lighterweight, and easier to work with. Weview X-Beam as the next-generationglulam.”As for cost, Rosboro claims the

market will dictate the price and valueof the product. X-Beam’s available netwidths include beams at 3-1/2”, 5-1/2”, 6-3/4”, and 8-3/4”, and columnsat 3-1/2”x6”, 5-1/2”x5-1/2”, and 5-1/2”x6”. It will also come in a fullrange of common glulam and I-joist

depths. With uncertainty still swirling

around the building industry, it 'sunclear whether Rosboro’s early adop-tion of the new product line will resultin a big head start or a humblingretreat should the market reject full-width glulam. Despite the unknowns,Rosboro is embarking with confi-dence.“We don’t feel it’s a big risk,” said

Walsh. “At this point, we’re not reallycompeting against other glulam manu-facturers, but rather LVL, solid sawn,LSL and steel. When we talk to theend-users, they prefer glulam over allthese other products—if it weren’t forthe sizing problem. With X-Beam,we’re delivering a product that betterfits what builders need and reducingthe SKUs for our customers.”The industry will certainly be

watching Rosboro’s dance with riskand reward. If successful, the X-Beamproduct may signify a trend, one inwhich companies will try to innovatetheir way out of an economic down-turn rather than wait for conditions toreturn to normal.– Josh Englader is a freelance writer

specializing in the building industry.

DOUBLE DUTY: As a full framing width stock beam featuring an architectural appearance,Rosboro’s new X-Beam is poised to compete in markets traditionally served by other EWPs, whilecontinuing to reach current glulam markets—to the chagin of its non-vertically-integrated competitors.

New Standard in GlulamRosboro and other manufacturers can

now produce stock glulams in standardframing widths and I-joist compatible depths,thanks to a new APA performance standard.

The association worked with Rosboroand other members to develop APA PRG-305 Performance Standard for APA EWSStock Glulam Beams. It addresses designproperties for APA EWS performance-ratedstock glulam beams used in residential ornon-residential floor and roof construction.

With an emphasis on 1.9E-2400Fb and2.2E-3000Fb glulams, the standard providesdesign values and load-span tables for stockbeams with balanced layups. Glulam prod-ucts trademarked to PRG-305 will be madewith standard framing widths of 3-1/2” and5-1/2”, a framing appearance classification,zero camber, and I-joist compatible depthsof 9-1/2’, 11-7/8’, 14’, 16’, and 18’.

While glulam can be manufactured inmany sizes and layup combinations, theAPA producers chose to focus the new stan-dard on two common framing widths in the1.9E and 2.2E layup combinations. Theobjective was to simplify the product offeringand make it easier for distributors to stockand for designers to specify glulams for themost common framing applications. Sincemost of these applications are in concealedfloors, roofs, and walls, a framing appear-ance classification was deemed suitable.


ALTHOUGH THE PROCESS can requirea lot more work, selling decking

for commercial and public projectssuch as restaurants, offices and play-grounds can be a lucrative niche mar-ket for retailers.First and foremost, advises Scott

Selling decking to commercial contractors

FEATURE StoryDecking for Commercial Projects

Thomas, marketing director forParksite, Apex, N.C., “if dealers arelooking to sell decking products—orany product category for that matter—into commercial projects, they need toput their company in front of the com-mercial general contractor community

first and foremost. This will get themopportunities to bid projects.”If dealers are going to offer deck

design services for commercial pro-jects, employing a registered designprofessional is advisable, even if it’snot mandated by their local buildingdepartment. The InternationalBuilding Code regulates public struc-tures, including decks, and has count-less intricate requirements on factorssuch as maximum loads, emergencyegress, changes in elevation, lighting,handrails, guards, signage and firesprinklers. The liability for design fail-ure of a deck on, say, a popular restau-rant would be catastrophic. Material-wise, Thomas says, “if the

goal is to influence projects towardchoosing the type of decking they sell,lumber dealers would need to haveinfluence at the architectural level andwork on projects still in the planningphase. At this point in the project,there can be an opportunity to fit theright decking product with the givenneeds of the project. Keep in mind thespec may or may not specifically statea brand and, if it does, it may state ‘orequivalent.’ This being the case, deal-ers will need to stay on top of the pro-ject as it progresses, make sure theyknow which general contractor isawarded the project, and be sure toeducate on their product as soon aspossible.”Advantage Trim & Lumber Co.,

Grover, N.C., is so dedicated to hard-wood decking that several years agothe wholesaler discontinued carryingcomposites and launched a separatewebsite at www.ipedepot.com.“Whenever commercial contractorsIPÉ DECKING is a common choice for commercial projects, such as this Jamaican resort’s board-

walk leading to two massage huts also built of ipé. Photo by AdvantageLumber.com


ask about what lumber to use for com-mercial applications, we always rec-ommend ipé decking,” says sales man-ager Jon Fletcher. “Ipé is naturally slipresistant and complies with theAmericans with Disabilities Actrequirements for static coefficient offriction in a wet environment. It alsoexceeds many building code require-ments for flame spread. These factsmake ipé appropriate for high-trafficareas such as restaurants and play-grounds.”Recent commercial projects for

which Advantage has supplied ipéinclude the Edgartown Lighthouse inMartha’s Vineyard; the Boys & GirlsClub in Boston, Ma.; the Hard RockCasino & Hotel in Las Vegas, Nv.,and the Virginia Museum of Fine Artsin Richmond, Va. “With a naturallifespan of over 40 years, ipé hasproven to perform in all climates,while easily tolerating high pressureloads,” Fletcher notes. As a deck builder, Deck Specialists

Inc., Manchester, Ct., is concernedabout availability. “Contractors wouldlike to know that once they get ‘onboard’ with a material it is going to beavailable for years to come and con-sistent in both price, performance andlooks,” says owner Paul Smith. “Forexample, many composites come andgo and change the look of the productalmost completely. We need to knowwe can match a deck we built a fewyears ago if the need arises to repair oradd on more decking to the existing.”Smith finds lifetime fade warranties

unrealistic; he’ll accept aging andweathering, if he knows what toexpect. “We understand that every-thing fades outdoors,” Smith said, not-ing manufacturers should “just buildthat into the product by showing uswhat to expect down the road, so wecan pass this on to the consumer.”He, too, prefers hardwood decking,

but expects his vendors to provideassurances that the materials are eco-friendly and sustainably harvested, sohe can assure his customers. “Wewould like to be able to answer ques-tions in regard to whether the rain-forests are getting depleted by demandfor the product,” Smith says.Commercial decking accounts can

be huge, yet time-consuming.“Dealers wanting to play in this arenaneed to have patience and be diligentin follow up,” Parksite’s Thomasreminds. “The sales cycle is muchlonger than with residential productsales.”


INDUSTRY TrendsSmaller Decks

AZEK PORCH planks and white rail create an easy-to maintain “outdoor room” that is the perfectdestination for relaxing with family or entertaining friends.

Decking producers targettight spaces and budgetsDecking producers targettight spaces and budgets

DECKING MANUFACTURERS continueto respond to consumer demand

for outdoor living spaces that cost lessor require less space, but are beautifuland easy to maintain.“More than ever before, people

look at their decks and porches as out-door rooms,” said Chris Fox, market-ing manager at Universal ForestProducts. “With so many differenttypes of deck materials, lighting, railsystems, and decorative accents, it’spossible to turn a nondescript deckinto a great outdoor space.”UPFI offers everything needed for

a great outdoor room, including hard-

wood decking, wood and compositedecking and railing, and deck acces-sories. The latest offering is a new

vested and manufactured in the U.S. Afactory-applied, zero-VOC sealant andUV inhibitor preserves the naturalcolor of the modified wood. “There’s never been a better mix of

decking product choices for home-owners to choose from,” said Long.“Our newest product, PureWoodSelect, fits the bill for smaller-sizeddecks where price seems to be the dri-ver for product selection. For coveredporches, we have classic tongue-and-groove patterns for walls, floors andceilings.”Another economical, low-mainte-

nance choice is ReliaBoard compositedecking from TimberTech. Thesquare-edged 5/4 plank is made withrecycled wood and a mixture of virginand post-consumer, recycled high-density polyethylene. “Instead of spending money each

DECKORATORS powder-coated aluminumrailing coordinates with other UPFI products tofinish a new deck or update an old one.

PUREWOOD PORCH flooring can be used incovered outdoor living spaces.

Deckorators powder-coated aluminumrailing system with two styles of postcaps, which can finish a new deck orporch—or brighten up a tired one. “Outdoor living is an ever-increas-

ing category for many dealers,” agreedRon Long, president of Bay TreeTechnologies. “With more peoplestaying in their current homes longer,remodeling or replacing the deckseems to be on more to-do lists.” The company produces PureWood

thermally modified wood products,including decking, porch flooring, andprivacy fencing. All are grown, har-

RELIABOARD composite deck boards fromTimberTech can be used to construct matchingbenches and planters.


year on painting, staining or sealing,value-conscious homeowners canmake a one-time investment in low-maintenance decking,” advised CareyWalley, director of marketing atTimberTech.For smaller outdoor spaces where

conventional deck installations maynot be an option, EcoShield DeckTiles can provide an easy-to-use, cost-effective solution, said BrentGwatney, v.p. of sales and marketingat MoistureShield. The company is adivision of Advanced EnvironmentalRecycling Technologies (A.E.R.T.),which makes composite wood deckingand accessories. The 12”x12” deck tiles can be

installed on almost any hard, level sur-face—including bare ground, gravel,concrete, brick or tile—by either con-tractors or homeowners. Gwatneysaid, “Homeowners can also unsnapand reposition the tiles to change thelook, or take them when they move.” As always, low maintenance is a

major consideration, according toChris Beyer, v.p. of marketing atFiberon, which manufactures a widevariety of PVC and composite deck-ing, railing, and fencing products. “The less upkeep required to enjoy

their outdoor oasis, the better,” hesaid. “Homeowners are investing in

materials, especially if they are alsolow maintenance. “It seems that customers last year

were going cheaper overall,” saidSteve Alexander, who owns KansasCity Deck Supply, Kansas City, Mo.“Surprisingly, even though the pro-jects are not as big this year, they aretrending toward higher-end materials.”He believes that “homeowners are

more educated on the differencesbetween wood, composites, and cellu-lar PVC. The front of the house is thefirst thing you see, so homeownerswant more curb appeal—whether theyare staying or looking to sell.”Stu Oldfield, president of

Northville Lumber, Northville, Mi.,agreed. “Once maintenance is not anissue, architectural details and ameni-ties make sense for so many projects,”he said. “A lot of the backyard ameni-ties are driven by homeowners who dotheir research and are very savvyabout performance characteristics.” Deck pergolas and privacy fences

for outdoor rooms are the newestentries from LifeTime Lumber, whichmanufactures low-maintenance and

FIBERON’S new Inspirations PVC railing wasdesigned to be virtually maintenance free.

outdoor living areas, adding andupdating decks, to enhance the valueand enjoyment of their outdoor livingspace.” The company’s newest offering,

the Inspirations Railing System, wasdesigned to give homeowners cus-tomizable options and make assemblyquicker and easier for contractors.Constructed of high impact PVC com-

posite, the products have a white PVCfinish that resists cracking and flaking.The system also features hidden railbrackets that preserve the beauty ofdecks, porches, balconies, and stairs.“Once they get that low-mainte-

nance benefit, they want it all over theyard, so this trend can translate intomore business for dealers and theircontractors,” said Mike Gori, productmanager-decking, AZEK BuildingProducts, which has produced a widerange of cellular PVC deck, porch andtrim products for more than 25 years. Many of AZEK’s dealers have

noticed a trend toward smaller pro-jects, but also a willingness by home-owners to spend more on quality

AZEK’S cellular PVC trim was used to create apergola-covered porch.

Photo by Steve Gray Renovations

fire-resistant composite deck, dockand fence products that contain morethan 60% per-consumer recycledmaterials, including mineral ash andurethanes.“LifeTime Lumber is one of the

few companies whose products havethe versatility to offer this number ofdesign options to the homeowner,”said president Jim Mahler. “Now, per-golas and privacy fences can bematched with other outdoor applica-tions for the outdoor living space.”Both dealers and homeowners

should be encouraged by recent sur-veys indicating that outdoor improve-ments are a good investment.Depending on where they live, home-owners can recoup 60-70% of the costof a composite deck and 70-80% of awood deck if they sell their homes. “In some areas,” noted Fox, “out-

door living improvements havematched or exceeded popular kitchenor bathroom projects, which typicallycost more.”

ECOSHIELD deck ti les manufactured byA.E.R.T. snap together for easy installation anddesign flexibility.

PERGOLAS and privacy fences in six differentcolors are new from LifeTime Lumber.


RENT a large dumpster to accept aging, potentially hazardous deckingmaterials, so you can sell replacement materials.

IN TODAY’S BUSINESS ENVIRONMENT, every retailer is look-ing for an edge on how to achieve added value. This

month presents a stellar opportunity to present yourself tothe community as the lumberyard that cares. Get picked upby local media without big advertising bucks. How? May is Deck Safety Month. You can reach out to

the community and offer some inspection and building tipsalong with an incentive for homeowners to choose thismonth to undertake that deck repair, replacement, or even anew project. In an effort to save lives and prevent injuries, the North

American Deck & Railing Association declared May asDeck Safety Month in 2006. Now in its fifth year, the DeckSafety Month program helps increase public awareness ofthe necessity for regular inspection and maintenance ofexisting decks, and proper installation of new decks. To take advantage of Deck Safety Month, you will need

to line up a few things, but it’s not difficult. First, you willneed a really big, freight-size trash bin. Next, a nice little press release announcing your event.

Let the community know that you are offering to take theirdemolished deck materials off their hands for free, andeven better, you will present them with a coupon for 5% to10% off decking materials in your store. Not only are you helping the consumer, but you also

have an opportunity to help your contractor base and thelocal economy. You can invite your trusted deck contrac-tors to be present at your event to be available to adviseyour customers and solicit business.A deck can be the perfect place to spend time enjoying

the weather with friends and family. A well-built andmaintained deck offers a safe haven for outdoor living.However, an improperly built or deteriorated structure canmean disaster. A deck collapse can cause avoidable, oftenserious injuries, and even death. Between 2000 and 2008,there were at least 30 deaths reported as a direct result ofdeck collapses. More than 75% of people on a deck whenit collapses are injured or killed. With 40 million decks in the U.S. that are more than 20

years old, it's important for homeowners to check theirdeck. The reasons for a deck collapsing range from age ofthe deck, poor maintenance, exceeding load capacity, toimproper building methods. Deck failures can be avoided.It’s a matter of making the consumer aware of the necessi-ty of choosing a professional deck contractor, regularmaintenance and inspection, and knowing the limits of thedeck structure.Your event will kill two birds with one stone—you will

gain customers and customer loyalty, and also help ridyour community of potentially dangerous decks. As a plus,your lumberyard gets to be in the media as the good guyfor supporting deck safety through this special offer. Youmight even be able to get one or two of your deck industrysuppliers to cough up a little discount on their end to helpout. Everybody can use a little good PR now and then. Byparticipating in Deck Safety Month, you are performing ahuge public service at minimal cost.

– Diana Hanson is codes & standards committee chairmanfor the North American Deck & Railing Association, (888) 623-7248, [email protected].

Take in the old, send out the new

Use safety promotionto sell replacement decks

MANAGEMENT TipsBy Diana HansonNorth American Deck & Railing Association


VIEWPointBy Michael T. Goergen Jr.Society of American Foresters

GREEN BUILDING ISbooming in the

United States.A r c h i t e c t s ,builders andproperty ownersstrive to designand operatehomes and officebuildings that saveenergy, reduce pollu-tion, and protect ourhealth.The success of green building is

partly because of the U.S. GreenBuilding Council’s Leadership inEnergy and Environmental Design(LEED) standard, which certifies abuilding’s green features and perfor-mance. The LEED rating systemencourages the use of responsiblematerials in construction and renova-tion, but as a forester, I’m frustratedto see continued ill-treatment of forestproducts, as one of America’s greatestnatural resources.Products from well-managed

forests are a great green buildingchoice, but the Building Councilmisses this point and has only madehalfhearted attempts at necessarychanges to their standard. TheBuilding Council currently recognizeswood only if it is certified to theForest Stewardship Council’s foreststandard. FSC’s standard isrespectable, but the Building Councilexcludes other U.S. systems such asthe American Tree Farm System andthe Sustainable Forestry Initiative.I’ve seen what these standards do onthe ground. They promote responsibleforestry.

A Forest Stewardship Council-onlystance is not based on science andseverely limits the amount of U.S.wood that can be used in LEED pro-jects. That is not good for green build-ing, our environment, or states thatare rich in forestland.The only solicited comments the

Building Council seems to be heedingare coming from groups bent on pro-moting a monopoly and from othersin the building sector who have verylittle, if anything, to do with forestproducts. I don’t understand why theyignore American foresters, who liveand breathe forestry and go to schoolfor years to understand how best topreserve and maintain one of our mostprecious natural resources.There are important economic rea-

sons for LEED to open the standard.FSC-certified lumber is not as preva-lent in the U.S. as it is overseas. TheAmerican Tree Farm System and theSustainable Forestry Initiative arestandards designed with Americanforests in mind. Green builders tryingto gain LEED certification may be

forced to buy from the lim-ited amount of FSC-certified forest prod-ucts here or maketheir purchasesfrom FSCsources locatedoverseas, whichare often certified

to lower standards.With our nation

suffering from a recessionand high unemployment, the

last thing we want to do is hurtAmericans who make their livelihoodfrom our forests. Opening LEED tothe other standards will be good forour economy.Expanding demand for forest prod-

ucts certified to other standards willalso benefit forests. As green buildinggrows, demand for forest productsfrom certified forests will alsoincrease. That will provide an incen-tive to owners of forestlands to getcertified, bringing even more acresunder broader environmental require-ments.The choice is clear: For the benefit

of green building, our forests, and theU.S. economy, the Building Councilneeds to see the forest for the trees,look at the science, and open up itsstandard now.– Michael T. Goergen Jr. is executive

v.p./c.e.o. of the Society of AmericanForesters. He also chairs the SustainableForestry Initiative’s External ReviewPanel, an independent group of 15 volun-teer experts representing conservation,environmental, forestry, academic andpublic/government organizations. Reachhim at [email protected].

The case for expandingLEED standards


FIRST PersonBy Loren Krebs

ONE OF MY MENTORS in the lumberbusiness once told me, “This is a

simple business, Loren. All you haveto do is put together good deals.” While this sounds easy enough,

putting together a good deal takes a lotof work. Many salespeople get thefirst part of the process right by sellingsomething and writing an order. Andthen the deal slowly unravels as fol-low up details are neglected.Acknowledgements don’t get print-

ed and sent out; inventory availabilityis not checked and there is no stockcurrently available; a board foot quan-tity is inadvertently written as linearfootage, or the salesman buries theorder on his desk for a week, creatinga time crunch when it suddenlyappears again. These are the kinds ofthings that can spoil what should havebeen a good deal.Here are some suggestions for writ-

ing clean business and putting betterdeals together. Know your customerbecause every customer is unique. Ishe an experienced old pro who has putlots of business together with yourcompany? Or is he a new customer? Chances are, you will handle them

differently. The old pro may knowexactly what he wants, while the newcustomer may be unsure and willrequire extra attention. Make sure anew customer understands the prod-ucts and services you are offering.Does he know the end use of the prod-uct he is looking for? If not, ask yoursalesperson to go back to his customerand come back with the informationyou need to handle the inquiry like aprofessional. Know your supplier and your rela-

tionship with that supplier. Are you aregular, occasional, or new customer?Do you stock the mill’s product or areyou performing a wholesale function?If you are new to your supplier, doyou know the product well enough tosell it with confidence? Your customer

is depending on your experience andprofessionalism. Whether you are communicating

with your customer or communicatingwith a mill, you need to speak and lis-ten carefully. Many people seem to belistening but they are really just hear-ing what they want to hear. Don’tignore a red flag if it appears. If yousay delivery will be in three to fourweeks and your customer says threeweeks will be fine, restate your posi-tion. Remind your customer you said“three to four weeks” and clear up amisunderstanding before it happens.Documentation is important

because many deals take a long timeto come together. You need to keepgood notes and you need to save themfor a couple of years. I know manygood lumbermen who keep their spiralnotebooks forever. Always know whatyou said and when you said it. Youwant to be able to tell your customer:“Yes. I quoted you on that 90 daysago, but we’ll need to re-quote it andconfirm coverage.” Many good dealsgo bad due to poor documentation. Agood rule of thumb is to never allowyourself to be out-documented.Stick to your core competencies.

All successful companies and success-ful salespeople are good at things theyhave invested time and effort to fullyunderstand. This doesn’t mean youcan’t be creative and step outside thebox. It’s just a reminder that learningcurves can be steep and you must bewilling to do the homework to under-stand a new piece of business. Goodsalespeople recognize when they, theircustomer, or their supplier is operatingoutside their comfort zone. Low price traps can spoil a good

deal. A good supplier sent me the fol-lowing quote: “If you focus too muchon price, you’re only as smart as yourdumbest competitor.” I couldn’t agreemore and would add the following:“Slow markets bring out a lot of

dumb.” Beating or matching a lowprice just to get an order will not serveyou well over the long term. If youinsist on doing it however, follow myother suggestions because you can’tafford to have anything go wrong.The real key to better deals usually

begins after you write the order. Thisis when you make sure the details areattended to. It’s your order, so takeownership of it and make sure you fol-low up on everything. Write the order;write the acknowledgement; place themill order, and track it to completion.Do not assume the order will take careof itself. If you are relying on anotherperson in your office for help, makesure there are no internal breakdownsin communication. It’s your order andnobody cares about it like you do.Okay. You sold a nice order and

followed up on it until you were surenothing could go wrong. Are you kid-ding me? This is the lumber business!Stuff happens! Equipment breaksdown, material takes longer to drythan expected, schedules get mysteri-ously changed, or a mill ships yousomething that has no resemblance towhat you ordered. In other words, inspite of your best effort to make yourorder happen the way you intended,something can go wrong and your cus-tomer will be unhappy. How you han-dle this adversity is important. Neverignore a problem because it will likelycompound itself if you do. Call yourcustomer as soon as you know aboutthe problem. Go to the wood shed ifnecessary and take your beating. Then,do whatever needs to be done toresolve the issue. Always keep yourcustomer informed and in the loop.Know your products, know your

customers, know your suppliers, andfollow up until the last horse is in thebarn and you have personally closedthe door. These are important keys toputting together better deals. Followthese suggestions and you will be abetter salesman.As for my mentor who told me this

was really a simple business—whowas he trying to kid?!!

– Loren Krebs isa retired lumbermanwith 40 years expe-rience selling andpurchasing buildingmaterials. He livesin West Linn, Or.,and writes about theLBM industry. Reachhim at [email protected].

How to makebetter deals


James OlsenReality Sales

Training(503) [email protected]

One of the worst things I see insales organizations is the lack ofprospecting for new business. Manysellers are waiting around for someoneto quit or get fired so they can begiven those accounts. You can tellthese salespeople because they will bethe ones who complain most bitterlyabout favoritism.So why is the war insidious?

Because great is the new good. If youare a manager who has salespeopleclinging to the past and blamingchange on you, they will do their bestto sell you (if they would only takethis much energy to sell their cus-tomers!) that they are doing a greatjob. They will try to make you feelthat their 35-hour effort is great. Theywill do their best to convince you theyneed to spend 80% of their time withtheir three best customers when theyshould spend 30% of their time withtheir top three and the rest of theirtime looking for new business. If thedefenders of good win, the defendersof great lose.But you and I know that a good job

is not going to get it done any more.The buggy was good. The car wasgreat. TV was good. HD is great. Milkis good. A milkshake is great. The guybefore you did a good job. Your bossis paying you to do a great job. Sales excellence is the war for

greatness. 2 + 2 will never equal 5.

MANAGERS, BUSINESS OWNERS, andsalespeople who want to suc-

ceed… beware! There is an insidiouswar going on. It is the war betweengood and great.

Teacher/Parent: “Johnny, howmuch is 2 + 2?”

Johnny: “5.”Teacher: “Wonderful creativity,

Johnny!”There will always be parents,

teachers and, later, bosses and co-workers who will make excuses forthe non-performer. (As I recenly toldmy 16-year-old son, “I just spent theday with a guy whose father never toldhim he was full of it when he madeexcuses.” What’s wrong with, “No,I’m sorry, Johnny. That’s wrong.”?)I’ve been in sales for over 40 years.

I’ve worked with and trained hundredsof salespeople and only 5% of themjust couldn’t sell. They just did not

have the personality to make up for it.Let’s flip that around. Of the sales-

people I’ve seen fail, 100% of themhave one thing in common: they don’twork hard enough. This is not theinsidious part. We are not talking about the people

who just can’t do it. We are talkingabout the people who can sell, but justdon’t want to put in the effort to begreat. These salespeople are not dri-ven. They are in sales because theywant to hide. They don’t want to putin an honest 40 in a production job(where they belong). They want tocome out and fake it just enough to beleft alone. These are the same sales-people who complain about the proathlete who takes it easy after signingthe big contract! These are the peoplewe are waging war against. They arethe defenders of good.What are the signs of good vs.

great?

The insidious warbetween good and great

OLSEN On SalesBy James Olsen

GoodShows up just late or just in time. (Always

has an excuse.)Dresses loose.

Bitches about meetings (out loud).

Needs to be pushed by boss.Makes excuses.Comfortable.Hates change.Plays politics.Doesn’t pick up on first or second ring.Hard to find.

Tries to make it your problem. (It’s theirs.)Tries to make you feel guilty.Waits for accounts.

GreatShows up early. (“If you’re not early,

you’re not on time” – Lombardi.) Dresses right. (Men: Shirt with a collar,

shoes with a shine, pants with acrease. No lint, no wrinkles. Ladies:Like you’re going to church—just notEaster High Mass. Not to the club.)

Bitches about meetings (inside). Attends,participates.

Pushes boss.Takes responsibility.Driven, crazed, motivated.Makes change happen.WorksPicks up. Hard to hide from. (Finds you—and

his/her customers.)Looks for the solution in him/herself.Makes you feel happy, proud.Finds accounts.

Jay TomptManaging Partner

Wm. Verde & Associates(415) 321-0848

[email protected]

WHEN I BEGAN THINKING about writing about alterna-tive building materials, several came to mind. But

what counts for “alternative,” anyway? For example, there are products that are greener versions

of old standbys, such as triple-glazed windows or FSC-cer-tified lumber. I could write about Serious Materials’ innov-ative EcoRock drywall, which they claim is five times moreenvironmentally friendly than gypsum drywall, or Eco-Panels’ super-efficient SIPs. And then there are materials and methods that have

thousand-year histories but aren’t mainstream, such as cob,which combines clay, sand and straw fibers usually sourcedonsite. But these kinds of natural alternatives don’t usuallyrequire much of a supply chain. Instead, I’m going to high-light a building material that will blow your mind: hemp.Industrial hemp used to be one of the most important

agricultural products in the United States, but its cultivationhas been illegal here for decades. (That may change soon.To learn more, Google “Hemp History Week.”) ThePuritans brought it with them from Europe, many of ourFounding Fathers grew hemp, and as recently as 1942, thegovernment actively encouraged farmers to grow it. Inthose days, hemp was indispensable for making rope,cordage and sail cloth, and it yielded more usable fiber peracre than cotton or flax. Innovations in more recent timeshave demonstrated its value as paper and plastic feedstock,nutritive food ingredient, and biofuel. Cultivation can alsobring benefits to farming communities as it delivers rela-tively quick, dependable yields without the use of pesti-cides or synthetic fertilizers.

Absolutely the coolest thing about hemp is that it’sbeing used to sequester carbon in an innovative new prod-uct called Tradical Hemcrete. It’s a combination of hempshiv, which is the woody core of the plant, and a hydrauliclime binder. The components are mixed at the jobsite andpacked into forms to make thermally efficient, breathablewalls that could potentially last for hundreds of years.After its first U.S. installation in the NauHaus, an innova-tive new home prototype designed by building sciencethink-tank NauHaus Institute (www.thenauhaus.com), thereare now several more homes in the works.Hemp Technologies (www.hemp-technologies.com),

Asheville, N.C., is the North American distributor of theproduct, importing it from England where it was originallydeveloped. Greg Flavel, co-founder and hemp technologyguru, said he discovered the product after searching for themost sustainable building material he could find. “I thinkthis is it—it’s zero-waste, non-toxic, breathable, mold-resistant, durable, and is carbon negative, sequesteringabout 238 lbs. of carbon per cubic yard,” he told me,adding “it’s also cost competitive.” There are a few limitations, of course. The product is

imported from England, where it was originally developed,because hemp isn’t yet grown domestically, nor are thereeasily sourced quantities of domestically producedhydraulic lime. The system is sold in two bags, Tradical HFand Tradical HB, which must be mixed at the jobsite bycompany-trained installers, though any contractor couldeasily master working with the material. In any case, those factors will slow widespread adoption

of the material in the near term. However, Flavell says theyare working on sourcing a little closer to home and devel-oping a new panel system. Panelscould dramatically expand thepotential applications and makeit easier for distributors anddealers to pick up the product. He says, “We’re hoping to

have panels available later thisyear.” If all goes accordingto plans, hemp could verywell become less “alter-native” and much moremainstream.

GREEN RetailingBy Jay Tompt

Roping in an emergingbuilding material

HOUSE OF HEMP: First installation of Tradical Hemcrete in the U.S. wasin the research home built by The Nauhaus Institute in Asheville, N.C.


HOW DO YOU GET STAR BILLINGamong your region’s “50 Best

Women in Business”? Or gain compa-ny status as “one of the fastest-grow-ing in the region”? Or be hailed as“one of the most influential Filipinawomen in the U.S.”? Chances are slim that anyone but

Isabelita “Lita” Abele could win theserecognitions, just a few among many,by running—that’s right—a lumbercompany. Serving as president andc.e.o. of U.S. Lumber, an outfit todaydoing $6 million in business fromWoodbury Heights, N.J., was farbelow the radar when she left thePhilippines for New York in 1981 insearch of a better life. The American Dream took a while

to kick in, however. During her firstjob, as a housekeeper, she was caughtin a never-ending round of cooking,cleaning, babysitting, shoveling snow,what-have-you, for $150 a monthbefore she made an escape to life as aWoolworth’s clerk by day/nursing

Low maintenance,high energy

AS HEAD of New Jersey’s U.S. Lumber, LitaAbele is living the American Dream.

home attendant by night. With that legup, she went back to school (she’dbeen a teacher in her homeland) tomaster accounting, bookkeeping andcomputer skills.But—get ready for the Hollywood

ending—her biggest asset was hersmile. While weekending with friendsin Boston, a fellow diner at the Hyattwas smitten by it. Merrill Abele beganphoning twice daily, delivered a dozenroses every week, and soon dialed herparents back in the Philippines to askfor her hand in marriage. Dad said yes, and so did Lita. In

1984 she wed and moved to NewJersey, determined to learn the lumberbusiness her husband Merrill hadlaunched there 10 years earlier. Shestarted in as a telephone receptionist,hiding her tears when the occasionalboor would ridicule her accent. ButLita soon learned how to figure lum-ber so she could operate as a trader, tocomplement the family business (“Iwould buy; he would sell”). When Merrill eased into semi-

retirement in 1993, they merged thetwo operations. Lita became presidentand c.e.o. of U.S. Lumber, with 51%ownership, thus a minority- andwoman-owned company, which meantthat contractor customers could bid onthe big jobs that required such compli-ance.Hang on before you grumble about

“window dressing.” She’s heard thatone, too (more tears). Five minutes onthe phone with this dynamo and not aspeck of doubt remains that she’s nofigurehead. “Ask me! I can talk aboutproducts! About accounts receivable.Accounts payable. Clients.Everything!” she demands, and thenproduces. Singlehandedly, Lita keeps the

books, writes the sales letters, makesthe cold calls, trains the staff, and

clearly never sleeps. She visits job-sites, attends professional meetings(where she trolls the room fornametags of prospective customers).She manages the company’s nichespecialty, selling plywood products toconcrete contractors to use as buildingforms for concrete used in bridges,highways, sports stadiums, and the listgoes on. Clients include Atlantic Citycasinos, the Philadelphia Eagles stadi-um and Phillies ballpark, Boeing,DuPont, Merck, and the new FreedomTower in New York. You need mould-ing, hardware, trusses, stakes? HDOpanels? How about FSC-certifiedmaterials for your LEED projects?Insulation, sheetrock, trusses, win-dows and doors? Cedar specialties?You name it, and if you’re anywherenear the tri-state area, U.S. Lumberwill deliver.Unless you’re a residential devel-

oper. The company used to servethem, too, until Lita got stiffed oncetoo often. “They used me as a bankand didn’t pay their bills, whereas incommercial business, the money isrevolving. I’ll call their office once aweek, and if there’s been a delay,don’t just tell me, ‘It’s in the mail.’ Itell them, ‘Just be honest with me andI’ll gladly work with you.’ Then whenthe check arrives, I call back with athank you.” She makes the rounds ofjobsites on a near-daily basis, growingbusiness by referrals from one sub tothe next.Yes, there’s fierce competition, she

acknowledges, but she counters it witha service cocktail of fast, 24-hourorder turnarounds; a warehouse thatcan accommodate the commoditiesshe buys by the carload (and thenpasses on favorable prices to her cus-tomers), encompassing a vast varietyof building needs; and the ultimate incourtesy. Lots of pleases and thank-

COMPETITIVE IntelligenceBy Carla Waldemar


work and extra service,” which, let’s face it, builds not onlya strong, solid customer base but a overload of stress. Lita’sfound a secret remedy, however: “I go down to the base-ment, do karaoke and dance, then take a deep breath andsay, ‘God help me!’”Well, He helps those who help themselves, as the saying

goes. As testimony, listen to some of the many commenda-tions earned from customers: “Over 30 years ago, MadisonConcrete formed a relationship with U.S. Lumber. Manythings have changed over the years, but one constant hasbeen the fact that [they] continue to be our sole provider ofall our lumber needs.” Another concrete contractor attests, “Our business is

ultra-competitive. U.S. Lumber’s exceptional pricing andservice have kept us competitive [within it]. They constant-ly help us meet and exceed our clients’ schedules.” Evenmore precious to her ears, “President LitaAbele’s presence on the jobsite reflectsU.S. Lumber’s commitment to theircustomers.” As the petite boss explains it,

“Our philosophy is simple: the cus-tomer comes first.” That’s the pub-lished promise. Privately, she adds,“You’ve got to work at some-thing you enjoy or it’s notworth any amount of money.”Not a problem with this c.e.o.

yous form the basis of her very personal service—for, asshe’s the first to testify, it all boils down to rapport. And that’s her forté. She doesn’t mind playing the for-

eigner or femme cards now and then. If she runs into a for-mer G.I. who’s spent time in the Philippines, they remi-nisce about the food, the culture. If checks are slow in com-ing, she shows up in their office, laughing, “I’m skinny! Ihave to eat!” If her accent once caused her stress, today it’salso been turned into a selling tool to gain recognition: the“Oh, Lita! I remember you!” factor at work. She’s the ulti-mate networker, and delivers instant quotes. “I can do itASAP; I call the supplier, add in our mark-up, and give aninstant answer,” she boasts. But boasting is zilch without back-up. “We build our

loads at 5 p.m. and send them out at 6:30 the next morning.But if someone needs a box of nails sooner, we jump in thecar with it. We understand your deadlines and will help youget the job done, no matter what,” she pledges. “You’rebuying more than products, you’re buying a teammate.Your goal becomes our goal; your deadline is our dead-line,” she proclaims. And so does the staff working withher, largely family. Her daughter works at accounting andher son-in-law, the yard manager, also fills in as a driversubstitute. She trained them the same way she learned theoperation: “step by step, from the ground up,” she says:“With plenty of pleases and thank-yous.” Result: plenty of pay-backs honoring her success. She’s

served on New Jersey’s Asian-American Commission, asco-founder of the state’s Asian-American Chamber ofCommerce, and received numerous humanitarian awardsfor giving many others a leg up.Credit U.S. Lumber’s success to “long hours and hard

Carla [email protected]


DEALER Briefs

Kingston Lumber Supply,Kingston, Wa., has acquired Penin-sula Truss, Bremerton, Wa.

Hess Lumber & HomeCenter, Malad City, Id., celebrated its75th anniversary with the April 5 grandopening of its a 9,000-sq. ft. replace-ment building.

Ace Hardware, Alamosa, Co.,has closed after 87 years.

Owners Leonard and Evelyn Smithare retiring, and longtime managerAlbert Chacon has joined AlamosaBuilding Supply.

Star Ace Hardware , SanMarcos, Ca., is closing after 39 years.

Owner Bill Slay decided to retireafter receiving a $5.4-million offer fromthe city, which wants to redevelop the3.9-acre property.

Ace of Jewell Square, Lake-wood, Co., held an April 30 grandopening. Jim Hassig owns the 11,000-sq. ft. hardware store.

True Value Hardware, PalmDesert, Ca., will be opened in Augustby Jeff and Faye Lohman.

Lowe’s is readying plans for anew home center in E. Petaluma, Ca.,for an October 2011 opening.

Californiaʼs Piedmont LumberContinues ConsolidationPiedmont Lumber, Lakeport, Ca.,

closed its truss plant in Calpella, Ca.,on March 31, and agreed to sell itsyard in Oakland, Ca., to EconomyLumber, Campbell, Ca.Spokesperson James Simmons said

that the March 13 fire that destroyedthe company’s yard in Walnut Creek,Ca., made it “too difficult” to keep theCalpella facility open. “The inventoryhas been moved to the Lakeport store,which will stay on,” he said. “This is really about two old

Oakland companies coming together,”said John Bacon Jr., president ofEconomy, about the sale. “It will workgreat for us.” Economy had also considered buy-

ing the Walnut Creek yard, whichBacon toured the day before the fire.“That ended the conversations,” hesaid. “The official word is that Piedmont

continues to explore all of its options,”said Simmons.

True Value Pushes New LookLyle Heidemann, president and

c.e.o. of True Value, Chicago, Il.,wants more of the co-op’s nearly5,000 stores to upgrade to the compa-ny’s new larger store format, whichfeatures brighter lighting, specialtyfloors, and shelf-level signage. The co-op will also open its first

corporate store, in nearby MountProspect, Il. “Our vision is to help every loca-

tion to be the best hardware store intown,” said Heidemann. Since the program started in late

2007, only 89 stores have signed up,but he hopes at least 100 more willrefurbish or build this year. As encour-agement, the co-op is offering financ-ing of up to $150,000 to remodelexisting stores and up to $400,000 foropening new ones.Since Heidemann took over five

years ago, he has worked to moveTrue Value away from its roots as abuying co-op to make it act more likea retailer. Earnings rose 7% last yearto $65.4 million. “I wanted to create agrowth strategy to improve the prof-itability, which we have done, and getit on a growth trajectory,” he said. Although Heidemann won’t dis-

close the cost of remodeling a store,he said that stores with the new layouthave seen sales increase 12% on aver-age. “We’re not forcing it on them,”he says. But “what sells it are the peo-ple who benefited from it.”

Alpine Lumber Receives NewOwners and New NameAlpine Lumber & Hardware,

Frazier Park, Ca., has new owners anda new name: Alpine Lumber &Mercantile.“Alpine Lumber has been in busi-

ness for 28 years in the center of town,and it would be a shame to see theirdoors close and employees lose theirjobs,” said Kathy Parker, who boughtthe store with her husband, Mike. “Wedidn’t want to see it go.”

3300 � The Merchant Magazine � May 2010

TRIM FASCIA SIDING

1.866.FSC.WOOD

Based in Annapolis, MD, Fletcher Wood

Solutions® is the largest manufacturer of

defect-free, appearance grade radiata

pine products in New Zealand. Distributing

our clear boards, mouldings, LIFESPAN®

treated wood, and lumber to the North

American market through our proven

and completely integrated supply chain,

Fletcher Wood Solutions® maintains direct

access to one of the largest FSC certified®

pine plantation forests in the world.

NATURE’S DESIGNTECHNOLOGY’S ASSURANCE

www.lifespanoutdoor.com

SUPPLIER BriefsMJB Wood Group, Irving, Tx.,

has opened a Southern Californiaoffice at North Pacific’s former44,000-sq. ft. DC in Mira Loma, Ca.

Staffers include division mgr. SteveDaugherty; sales mgrs. Vince Fergen,Kurt Koehler, Skip Motta, and Jay Sims;warehouse mgr. Andre Padilla, andwarehouse specialist Jesus Rubalcaba.

Consolidated Molding &Millwork Co., Lake Oswego, Or., isrelocating to a 48,000-sq. ft. DC inTualatin, Or.

HIDfast Deck hidden fasteningsystem is now distributing exclusivelythrough the AZEK sales channel.

Osmose’s MicroPro technologyreceived Greenguard Children &Schools certification from GreenguardEnvironmental Institute.

Inteplast Group’s syntheticTUF Board Deck received Code Com-pliance Research Report Certification.

Huttig Building Products hasredesigned its website (www.huttig.com)with more resources for contractorsand homeowners, to increase salesthrough its dealer customers.

Timber Products Co., Spring-field, Or., has been approved by theCalifornia Air Resources Board as anultra low-emitting formaldehyde resinmanufacturer of wood products.

Pacific Cedar Supply, BuenaPark, Ca., is now using BluWoodtreatment from EcoBlu Products,Vista, Ca., to coat siding, shingles, fas-cia, and other wood products at its newproduction plant in China.

Bonded Logic, Chandler, Az.,now produces its UltraTouch insulationentirely of post-consumer blue jeans.

Foster Lumber Yards will cel-ebrate its 90th anniversary with aRoaring 20s Contractors Night at itsyard in Vallejo, Ca.

— Corrections —Sustainable Forestry Initia-

tive is no longer a program ofAF&PA (April, p. 28).

Western Wood Treating islocated in Woodland, Ca., not Weed,Ca. (April, p. 17).

ProBuild to Acquire PugetSoundʼs Oso LumberProBuild Co., Denver, Co., has

agreed to purchase the assets of six-unit Oso Lumber, Arlington, Wa. “The addition of Oso will provide

tremendous benefit and value tobuilders serving the western Washing-ton market,” said ProBuild c.e.o. PaulHylbert. “By acquiring an outstandingcompany like Oso, ProBuild can com-bine its national scope with Oso’slocal expertise and insight to offercustomers unparalleled customer ser-vice and value.”Privately held Oso began opera-

tions in 1978 in Darrington, Wa., andhas grown to six locations, including acomponent plant in Arlington offeringtruss and wall panel manufacturing,window and millwork distribution,and framing optimization.The deal was expected to close

April 30.

Fire Damages Arizona StoreAn April 20 fire seriously damaged

two buildings at Foothills Hardware,Yuma, Az. No injuries were reported.A third building suffered exterior

smoke and heat damage, as well asburnt ceiling insulation.


Jeff Tournai, ex-Kelleher Lumber, isnew to sales at Redwood Empire,San Jose, Ca.

Lee P. Nobmann, owner & c.e.o. ofGolden State Lumber, Petaluma,Ca., retired April 1. His daughter,Jessica Scerri, is now c.e.o. RobScerri has been promoted to chiefoperating officer.

Glenn Lowe retired April 30 after 17years with Blasen & BlasenLumber Corp., Portland, Or., and35 years in the industry. JimAdams, ex-Disdero Lumber, takeshis place in sales.

Curtis Perrault, Tim Lundberg, andDave Jory have joined the salesforce at Kingston Lumber Supply,Kingston, Wa.

Trevor Sarazin, ex-BridgewellResources/North Pacific, has joinedthe sales staff at Buckeye Pacific,Portland, Or.

Bill Kraut, Jim Strong , andCassandra Arey-Rogers are thenew owners of Hadlock BuildingSupply, Port Hadlock, Wa.

MOVERS & Shakers

Terry Johnson, ex-Colville IndianPlywood & Veneer, has beennamed lumber sales mgr. for thewood products division ofClearwater Paper Corp., Lewiston,Id., a spin-off of Potlatch Corp.,Spokane, Wa.

Scott Benson and Mike Roberts,both ex-Concannon Lumber, havejoined the trading staff at SilvarisCorp./LowGradeLumber, Portland,Or. Myrna Hower, ex-TimberlineForest Products, is now trafficmgr., handling Silvaris’ onlinefreight business, FreightConnect.

Joe Heltsley, ex-Stock BuildingSupply, has been named nationalsales mgr. for National ShelterProducts, Issaquah, Wa., agent forcustom-printed Dryline buildingwraps.

Wendy Sobeski has been named con-troller of Habitat for Humanity ofOrange County, Santa Ana, Ca.,working with the finances of theOrange County ReStore discounthome improvement centers.

3564 Hwy. 1, Davenport, CA 95017(831) 457-5024 • Fax 831-423-2800

www.big-creek.com • [email protected]

For highly experienced and personalized service contactFrank “Lud” McCrary, Janet McCrary Webb or Jim Busick

Big Creek Lumber Co. has a long history of practicingsuperior forest stewardship — growing, selectively harvesting and milling high quality California redwood.During our 63 years in the redwood business,

Big Creek has developed a reputation for being a reliable supplier of high quality lumber. We produce a wide range of grades and dimensions, custom cut timbers, pattern stock and fencing. Order full, mixed or partial truckloads.

Mike Mai, ex-Roseburg Forest Pro-ducts, has been named v.p.-sales &marketing at Plummer ForestProducts, Post Falls, Id.

John Johnson has been namedCorvallis, Or.-based director ofsales-panels & hardwood plywoodfor all U.S. and Canadian branchesof McKillican. Chris McKillicanis the new director of marketing.

Robert Turner has been electedchairman of the board of Jeld-Wen,Klamath Falls, Or., succeedingRichard Wendt, who remains adirector.

Ken Reffstrup, ex-Skyline Lumber,has launched wholesaler EmeraldValley Industrial Lumber, Cres-well, Or.

Dan Niesen, has retired from SpruceComputer Systems, 11 years afterselling his company, Anasys, toSpruce.

John Cashmore has formed Cash-more Market Research, Minnea-polis, Mn., after 22 years runningMarket Research Associates.


Erin Canosa has been promoted tomarketing mgr. for Arch WoodProtection, Atlanta, Ga.

Ric Slaco, International Forest Pro-ducts, Vancouver, B.C., was re-elected chairman of Coast ForestProducts Association. Also on theboard: Bruce Shaw, TerminalForest Products; Tom Jones, Teal-Jones Group; Bob Brash, HaidaEnterprise Corp.; Rowland Price,

Delta Cedar Products; StephenFrasher, Western Forest Products;Paul McElligott, TimberWestForest Corp.; John Mohammed,A&A Trading Ltd., and BobLindstrom, Catalyst Paper Corp.

Morris Code is the new messenger atMungus-Fungus Forest Products,Climax, Nv., according to co-own-ers Hugh Mungus and FreddyFungus.

FLAMEBLOCK fire-rated OSB sheathing from LP Building Products was featured in a live-burndemonstration for builders, architects, code officials and fire-prevention officers at the McClellan FireTraining Center, Sacramento, Ca. A coating of non-toxic magnesium oxide and fiberglass protectedthe shed made with FlameBlock (left).


ONE OF THE MOST COMMON requestswe receive from business-owning

families is for help in buildingaccountability. Often, the questionfocuses on the behavior of a specificfamily member who is employed bythe business, but sometimes there is afeeling that accountability is lackingcompany-wide. Either way, the solu-tion almost always requires both orga-nizational and individual adjustments.The solution starts with clarifying

what is meant by “accountability.”Accountability is present when indi-viduals are diligent and serious aboutfulfilling their commitments, andwhen a system is thorough and unwa-vering in requiring its members tomeet their commitments. Accounta-bility is absent when individuals are

FAMILY BusinessBy Bernard Kliska

Increasing accountability inthe family business

must be realistic and achievable, andindividuals must be held responsiblefor meeting their goals. This does notimply that individuals will be fired formissing goals, but that performanceexpectations are taken seriously andfailure to achieve results will eventual-ly affect compensation, promotionalopportunities, and even employment.A big mistake that many family

businesses make is to focus exclusive-

flippant, casual or downright uncom-mitted to delivering on their promises,and when an organization turns a blindeye to continued failure in this regard.We believe that accountability is

always influenced by both individualand organizational aspects. Companiescreate a culture of accountability byinsisting that all employees are crystalclear regarding their job responsibili-ties and goals, and that they under-stand what is required to achieve theirgoals (e.g., hitting a sales target, time-ly reporting, lowering overhead).Clarity is ensured through job descrip-tions, an organizational chart withclear lines of responsibility andauthority, and an annual performancereview process.Beyond clarity, goals and roles

Accountability is not merely gettingemployees to do what you want themto do. It is a process of aligning eachemployee’s daily behavior with theagreed-upon direction of the firm.– Christopher Eckrich and Amy

Schuman are principals of the FamilyBusiness Consulting Group, Marietta, Ga.;(800) 551-0633. They can be reached [email protected] and [email protected].

Reprinted with permission from The FamilyBusiness Advisor, a copyrighted publication of FamilyEnterprise Publishers. No portion of this article maybe reproduced without permission of Family EnterprisePublishers.


ly on individuals as the problem,rather than seeing lack of accountabili-ty as a symptom of a weak manage-ment system. For example, let’s con-sider the situation in which Ken—ason of the founder—appears adrift inhis role as sales manager. He focuseson sales and customer relations. Hesees (perhaps correctly) that he canconsistently achieve his sales goals bydoing the work himself, and he does-n’t want to be distracted by unendingcorporate meetings. After all, thisapproach has made him the top salesrep for many years in a row.However, Ken’s brother—the chief

financial officer—and his c.e.o. fatherare increasingly frustrated by Ken’sfailure to perform the full scope of hisresponsibilities. They see his lack ofattention to his sales team and staffmeetings as a lack of accountabilitywithin the full scope of his responsi-bilities. Behind closed doors, theyoften lament Ken’s stubbornness.When other employees come to Ken’sfather or brother to complain about hisbehavior, they are forced to agree thatKen just isn’t showing the commit-ment they’d like to see.We would argue that the problem

in this case is more about managementsystems and organizational account-ability than individual intransigence.For Ken to be truly accountable, hemust first understand what he is beingasked to do. Clearly, Ken’s view of hisrole is different from his brother’s orfather’s view. This conflict will not beresolved until each of them agrees onKen’s specific roles, as well as thegoals within those roles. The roles andgoals should then be documented inKen’s job description and used toevaluate his performance.But how do we establish Ken’s

roles and responsibilities? This will bedifficult to do unless all three individ-uals share a common understanding ofthe strategies being pursued by thecompany. Are they trying to own oneparticular niche? Are they trying towean off a major customer and diver-sify their customer base? Are they try-ing to position the business for expan-sion by strengthening the sales force?Unless all three of them have agreedon the strategies of the firm, clarifyingexpectations for Ken will be difficult.How do we determine the optimal

strategy to pursue? Management willonly be able to commit to strategiesafter ownership has clearly articulatedits vision and objectives for the busi-ness. Do the owners want fast growth?

Slow growth and debt reduction?Diversifi-cation through acquisition?The strategies that management pur-sue should be driven by ownership’shopes and expectations for the busi-ness. In Ken’s case, this would drivethe roles he should be undertaking assales manager, as well as his goalsand, ultimately, his day-to-day behav-ior.It’s easy to blame individuals for

lacking accountability and commit-ment to their jobs. A closer examina-tion, however, often shows that man-agement systems are not optimized.

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Nevadaʼs Best Packing It InBest Lumber & Building Center,

Mesquite, Nv., began a liquidationsale April 8 and will close by the endof this month—after just three yearsof operation. “There’s just not enough business

in this area,” said general managerTom Hayes. “There’s been a dramaticreduction in new construction.”Ironically, the store is closing after

one of its best months. “Our businessthis month (March) was better thanany time in the last year,” said Hayes.“There are new houses starting in thearea.” However, the upturn was too little

and too late to save the store. Unless a

buyer can be found, the business willvacate its leased building. “It hurts,” said Hayes. “A lot of

good people will lose their jobs.”

Californiaʼs Pacifica ClosesPacifica Lumber, Pacifica, Ca.,

closed April 30, after 58 years ofbusiness. “The national construction index

posting a 30+ unemployment rate,new construction starts at an all timelow, our bank pulling our line of cred-it in October, the competition of thebig box stores, and our local econo-my—all this has left us no choice,”said Tim Perry, who had co-ownedthe store with Mike Goodnol since

2001. “I grew up in this town and have

been at Pacific Lumber forever,” saidGoodnol. “Closing the doors here isjust hard.”

Utah Dealer Clearing OutBest Lumber & Building Center,

St. George, Ut., has been holding atotal liquidation sale since mid-April.Final closure is scheduled for the endof May.“It has been a long hard battle that

we have been fighting, and we havefought it along with everyone else,”said general manager Tom Hayes.“The company is up for sale, andthere are a couple of people who areinterested in purchasing it, but wehave not gotten any firm offers.”

Ace Hardware UnveilsCampaign for Hispanics Ace Hardware Corp. has rolled

out its first national advertisingcampaign directed to Hispanics.The three 30-second ads are airingon two Spanish-language radio sta-tions and seven Spanish-languageTV stations. “We’ve seen strong results at

retail by reaching out to theHispanic market and understandthe importance of communicatingdirectly to these customers,” saysJohn Surane, Ace’s v.p.- consumermarketing, merchandising andpaint. “We identified a uniqueHispanic insight that separates [us]from the ‘big boxes.’”Hispanics in the U.S. now num-

ber close to 50 million, with buy-ing power of nearly $1 trillion.According to the company, a trialad campaign in late 2008 created a7% year-to-year jump at Ace storesin Denver, Co., with more than15% Latino shoppers and outper-formed non-Hispanic stores nation-wide. Ace conducted a second trialthe following spring and summerin Denver, Sacramento, Ca., andChicago, Il. “The ferretería (hardware store)

is part of the local community,where you’re always helped andcan get in and out quickly,” saidJosé González, a partner in theagency that created all three cam-paigns. “These spots convey themessage that Ace is the placewhere Latinos can have that samecustomer experience in the U.S.”


NOW THAT THE WORST of the recession is behind us, it’stime to think about actually growing the business

again. And that means investing in the improvement of thesales force. Most astute principals and chief sales officers realize

that in this brutal economic environment, companies thatsell better will take market share away from less effectivecompetitors. Yet budgets are still tight, and nervous c.e.o.sare hesitant to fund broad-based sales initiatives. What to do? If you want to do something to improve

your sales force, the best application of limited funds is toinvest in the sales managers.It’s the sales managers who have the greatest opportuni-

ty to help salespeople unleash their potential. Because oftheir daily high touch interaction with the sales force andthe market, sales managers have the levers to ratchet upsales performance in the entire team. If you can educate asales manager in the best practices of his position, and if hethen implements the principles, practices and disciplines ofprofessional sales management, you can see an immediate,measurable and long-lasting improvement in the perfor-mance of the sales team.While most people intuitively understand the link

between effective sales management and improved results,recent research has confirmed it. For example, a study byWilson Learning Worldwide concluded that sales teamsunder the oversight of a highly skilled sales manager pro-duced “29% higher revenue, 47% higher employee satisfac-tion, and 16% higher customer satisfaction.”

ON SalesBy Dave Kahle

First, the sales managers


Unfortunately, of all the job titlesand positions in a typical B-2-B salesforce, the first-line sales managers arethe least trained for their positions.Most have never been educated in thebest practices of effective sales man-agement. As a result, they default tothe habits and practices they saw whenthey were salespeople. They mimicthe models of the sales managers forwhich they worked. Alas, most oftheir models were also never educatedin effective sales management.As a result, sales management prac-

tices vary from one extreme to anoth-er, depending on the individual man-ager’s vision of himself. There is acontinuum from micromanager on oneextreme to non-manager at the other.Some see themselves as “super sales-people”—the most competent of allthe salespeople, and the one whoneeds to go with the salespeople toclose big accounts and to smooth flus-tered relationships. Others become administrators,

busying themselves with reports,meetings and a continuous stream ofclerical functions. Some identify withthe salespeople and wouldn’t think ofimpinging on anyone’s style or systemof work. Others see themselves asexecutives who don’t really have timefor the nitty gritty of joint sales calls.Still others, suffering from a lack of aclear vision as to what their role couldbe, default to a reactive style of man-agement, where their time is directedto the most compelling of the count-less number of issues that cry fortoday’s attention.The costs to the company can be

huge. Morale is not what it could be,and that impacts almost every transac-tion and relationship for the salesteam. Salespeople turn over morerapidly, causing a series of unneces-sary costs. Marginal salespeople con-tinue in roles for which they aren’t

(Please turn to next page)

suited, resulting in lost sales and dis-gruntled customers. Unfocused sales-people default to reactive sales styles,

dissipating sales efforts. Is it any won-der that sales teams under effective

are not met and a new salesperson needs to be recruited.Unfortunately, such activities do not proceed naturally

from the skills that gave them success as salespeople. Theirtime as a salesperson has not equipped them with any of theskills necessary to effectively perform as sales leaders. So,most B-2-B sales companies limp along with untrainedsales managers and underachieving sales teams.An investment in transforming the mind-sets and

improving the practices of sales managers can have a posi-tive impact on the entire sales team. If you only have limit-ed funds to improve your sales force, start there.– Dave Kahle, “The Growth Coach,” is a sales consultant,

trainer and author of a free monthly “Thinking About Sales”ezine and six books—including Question Your Way to SalesSuccess. Reach him at (800) 331-1287; www.davekahle.com.


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First, the sales managers(Continued from previous page)

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management are so much more effective?Sales managers can be proactive leaders who set the

standards, identify the vision, and lead the company’scharge into the competitive market. Most have never beenexposed to the concept that there is a set of best practicesfor first line sales managers. They should be leading theirteams, creating expectations, holding salespeople account-able, coaching, counseling when necessary, and developingthe skills and capabilities of the sales force. They should behelping their salespeople focus on the most effective cus-tomers, products and processes. They should create andimpart important standards for sales behavior and perfor-mance, and be ready and able to act when those standards


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Bamboo LumberCali Bamboo has introduced

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Wider Glulam Means Wider UsesRosboro has introduced reportedly the industry’s

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Railing UpgradesTAMKO Building Products has upgraded its

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Photos by Walter RalstonLA HARDWOOD CLUB

ON TRACK: Los Angeles Hardwood Lumberman’s Club enjoyed its annualDay at the Races April 17 at Santa Anita Park, Arcadia, Ca. [1] Walter Ralston,Beverly Swaner, George Swaner, Keith Swaner. [2] Vickie Johnston, MarshallBurke, Shannon Jaramillo, Paul Pendergast. [3] Eric Threlsall, ChristaBohnhoff, Brooke & Mike Bohnhoff. [4] Robyn Cords, Dury Cords. [5] TimMathews, Andrew Jaramillo, Candace Pendergast. [6] Jeremy Moyer, Amy &Tony Moyer, Emily Moyer, Marissa Bower. [7] Andrew Nelson, Megan Nelson,Diane & Dennis Johnston. [8] Noe Beltran, Alex Beltran

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IN Memoriam

Robbery Suspects ArrestedTwo suspects were arrested for

their roles in March 21 robberies atPacific Lumber, Lake Oswego, Or.,and Milwaukie Lumber, Milwaukie,Or. Zane Grey Macziewski, 44, was

arrested on suspicion of participatingin the theft of a flatbed trailer and$1,500 worth of power tools fromPacific Lumber and $9,500 worth ofwood siding products from MilwaukieLumber. Michael Summers, 52, was arrested

for allegedly trying to sell some of thestolen items on Craigslist. After detectives set up a buying

meeting with Summers, they recov-ered items worth more than $6,000 attwo addresses in Portland, Or.

Stoltze Named Good NeighborF. H. Stoltze Land & Lumber Co.,

Columbia Falls, Mt., won the MontanaNeighbor Award for its work with for-est stewardship and neighborly publicaccess. Governor Brian Schweitzerpresented the prize to v.p. ChuckRoady in an April 19 ceremony.Each spring for the past 20 years,

Stoltze has sponsored the Family

P.O. Box 1802, Medford, OR 97501 • Fax 541-535-3288(541) 535-3465 • www.normandist.com

Superior Service, Products & Support100% of the Time

Distributed By

Exclusive Northern California distributor of New

Scientifically Enhanced Performance Lumber

COMPASS LUMBER PRODUCTSCotati, CA • 1-800-773-9125 • www.compasslumber.com

Specialists in lumber products for Elegant Outdoor Living

Also Northern California distributor of WindsorOnePlus FJ sidings & trim • 30-year warranty • Proprietary priming process • SCS air quality standards, indoors & out

And carrying complete lines of Redwood • Double Primed, Clear Redwood FJ trim & siding. All sidings VG.

• High-end Green & Dry solid lumber.

• UL certified Class A fire rating.(Actually received a Class“0” rating—the same as concrete.)• Produced from sustainable forests• Highly water resistant• Highly insect resistant• Rot resistant• Will not deteriorate• Carries 20-year warranty • Can be handled like lumber • 5/4"x6" decking will span 24"• Colors: Sequoia (redwood) andCapeCod (gray)

Gerald “Jerry” Ste. GemmeThomasson, 87, longtime PacificNorthwest timber cruiser and manag-er, died April 6 in Roseburg, Or.During World War II, Mr.

Thomasson served in the Naval AirCorps. After his discharge in 1946, hecompleted his undergraduate degree atthe University of Missouri. In 1950, he became a timber cruiser

in Centralia, Wa., with Weyerhaeuser.Ten years later, he became head tim-ber cruiser for Roseburg Lumber,Roseburg. He retired in 2004, afterserving as a property and timber man-ager for timberland owners in DouglasCounty, Or.

Forestry Expo, providing thousands ofstudents and adults with outdoor-learning stations and mill tours. The company provides free public

hunting access to 13,000 acres of deer,elk and black bear habitat. It also is aleader in streamside and riparian man-agement practices, and an active part-ner in land stewardship and wildlifemanagement planning in the region.


Photos by The Merchant MagazineLACN GOLF

LUMBER ASSOCIATION of California & Nevada held its annual PACgolf tournament April 15 at Black Gold Golf Club, Yorba Linda, Ca. [1]Lynn Bethurum, Pete Meichtry, Rex Klopfer, Russ Primrose. [2] RolandoRobles, Richard Rios, David Ibling, Ed Brown. [3] Sean Burch, DeonnDeFord, Carl Henoch, Doug Radestock. [4] Mike Caputo, DaveCunningham, Greg Stout, Jeff Clave. [5] Oscar Laddaga, Mike Monaco,Kevin McLernon, Larry Christensen. [6] Pat Hawthorne, John Allen,Chris Brown, Larry Stonum. [7] Will Higman, John Neel, Bruce Gregory,

Scott Nicol. [8] Dave Temple, Mike Winters, Tom Barclay, PhilGallicchio. [9] George Rutter, Terry Rasmussen, Scott Whitman, BuzzMann. [10] Jeff Logue, Pete Ganahl, Shannon Mott, Grant Pearsall. [11]Kurt Robbins, Jeff Norihiro. [12] Chris Bailey, Jeff Herron, Dave Vigil,Troy Staufenbeil, Mike Plutner, Aly Kingsley. [13] Rod Forsch, JoeAllotta, Chris Freeman, Mark Rommell, Melanie Hindi.

(Continued on next page)

MORE LACN golf: [1]Chris Skibba, ChrisManny, Al Reed, GregHexberg. [2] TaylorLindsay, Tom Angel,Marc Spitz, Daniel Hines.[3] Jarrett Deschenes,Ken Dunham, JeanHenning, Jerry Dunn,Mike McDonough. [4]Ron Hil lman, MiguelHernandez, Jerry Mosier,Sal Camarda. [5] Kevin Paldino, Brian Hurdle, Troy Allen. [6] Leslie Fickel,Lynda Mulley. [7] James Gordon, Bert McKee, Rick Deen, Jack Butler. [8]Bill Young, Randy Jackson, Jim Nicodemus, Larry Olson. [9] Bill Murdock,


LACN GOLF

Photos by The Merchant M

agazine

Glenda DeFrange. [10] Jim Burns, Brad Satterfield, Johnny Pringle, CurtNierman. [11] Dan Croker, Beverly Carr, Bill Sandusky, Ryan Mitchell. [12]Melissa Palmer, Danny Sosa, Doreen Torres. [13] Chuck Brick.

VAN ARSDALE-HARRIS LUMBER CO.595 Tunnel Ave., San Francisco, CA 94134 • 415-467-8711 • Fax 415-467-8144

www.vanarsdaleharris.comSpecialists in upper grades of clear, dry softwoods

Douglas Fir C & Better V/G & F/G Kiln Dried Full Sawn Rough • 1", 5/4", 2", 3", 4", 6" & 8x8 • 3x6 DF Select Dex Double T&G DeckingSugar Pine • 4/4 -16/4 C & Btr. • 5/4 & 8/4 D Select • 6/4 & 8/4 Mldg. • 5/4 #1 Shop • 5/4 x 12 #2 Common • 4x4 #2 CommonPonderosa Pine • 4/4 Clears, Moulding, #3 Clear, Commons • 2x4, 2x6, 2x12 Std. & Btr. DimensionWestern Red Cedar Clear V/G & F/G Full Sawn Rough • 1", 5/4", 2" Kiln Dried • 3", 4", 6" Air Dried TimbersAlaskan Yellow Cedar C & Btr. Kiln Dried Rough • 4/4, 8/4 Poplar, FAS • 4/4, 5/4, 6/4, 8/4, 12/4Sitka Spruce B & Btr. V/G Kiln Dried Rough • 4/4, 8/4 Honduras Mahogany, FAS Pattern Grade • 4/4, 5/4, 6/4, 8/4, 10/4, 12/4, 16/4

Since 1888


Photos by The Merchant MagazineNAWLA ANNUAL

NORTH AMERICAN Wholesale Lumber Association held its annual con-ference March 24-26 at Hotel Monteleone, New Orleans, La. [1] JackChase, Buck Hutchison. [2] Clint Darnell, Lawrence Newton, TapaniPekkala. [3] Hunter & Gina McShan, Jim Carr. [4] Jeannie Eddins,Walter Russell. [5] Tom & Shelley Kohlmeier, Bill Anderson. [6] Chris &Beth Mergel. [7] David Jeffers, Tom Diem. [8] Jim Livermore, ChrisBeveridge. [9] Bryan Lovingood, Calvin Biddix, Ashley Kay. [10] Mark &Mary Donovan, Ian & Julie McLean. [11] Graham & Carrie Bishop. [12]

Dan & Margie Semsak. [13] Bruce Kulzer, Ken Schultz. [14] MichelleKay, Pat Biddix. [15] Susan Fitzsimmons, Bruce Johnson, John & MaryAnn Stockhausen. [16] Gary & Karen Vitale. [17] Jim & Cindy McGinnis,Vicki O’Neill. [18] Mark Junkins, Kerlin Drake. [19] Mel Lundberg,Wayne Lancaster. [20] Vince Parry, Courtney Robinson. [21] Dusty &Penny Hammack. [22] Bill Barnett, Barry Schneider. [23] Ethel & TomRice. [24] Barbara & Steve Boyd. [25] Jim Hassenstab, Russ Hobbs.


best single booth award to TimberlineFasteners, Commerce City, Co., dur-ing its recent building products expoin Denver, Co.Exhibitor awards were presented to

Timberline Fasteners, CommerceCity, Co., for best single booth;iLevel by Weyerhaeuser, Henderson,Co., best double booth, and OrePacBuilding Products, Denver, best mul-tiple booth. Honorable mentions went to

Valley Steel & Wire, Fort Collins,Co.; Green Family ReclaimedMaterials, Collierville, Tn., andBlueLinx, Denver.Next year’s expo returns to the

Plaza at the Denver MerchandiseMart March 10-11, 2011. In the meantime, MSLBMDA will

hold its fall conference Sept. 30-Oct.2 at the Sonnenalp Resort, Vail, Co.

American Institute of TimberConstruction elected Mike Lane, QBCorp., Salmon, Id., as president dur-ing its recent annual meeting in FortLauderdale, Fl.Other new officers are v.p. John

Forman, Alamco Wood Products,Albert Lea, Mn.; treasurer GaryBurley, Unit Structures, Magnolia,Ar., and past president Ed Jones,Laminated Timbers, London, Ky.New directors are Jim Griswold,

Filler King, Homedale, Id., and TomShew, Boise Cascade, Emmett, Id.

ASSOCIATION Update

Western Building MaterialAssociation has scheduled its mid-year board meeting for July 14-16 atSkamania Lodge, Stevenson, Wa. WBMA’s Young Westerners Club

will hold its board meeting June 18 atNorthern Quest Resort, Spokane, Wa.

Lumber Association of Califor-nia & Nevada is sponsoring its annu-al Associates/Dealers Golf Tourna-ment June 3 at Rancho Solano GolfCourse, Fairfield, Ca.LACN’s 2nd Growth group has

booked noted speaker Jeffrey Hanslerto present a two-part seminar onbuilding better communication skillsduring its annual summer conferenceJuly 15-16 at Hotel Solamar in SanDiego’s historic Gaslamp District.Hansler will cover such topics as

sales, influence, persuasion, negotia-tion, leadership, managing multiplepriorities team building, customer ser-vice time management, communica-tion excellence, and translating ser-vice into sales.Also on the agenda are golf at

Coronado Municipal Golf Course,dinner and a San Diego Padres ballgame at Petco Park, and a forestryupdate with professional forester EdMurphy, manager of resource inven-tory systems for Sierra-PacificIndustries.

Mountain States Lumber &Building Material Dealers gave its


Rates: $1.20 per word (25 word min.). Phone number counts as 1 word, address as 6. Centered copy orheadline, $9 per line. Border, $9. Private box, $15. Column inch rate: $55 if art furnished “camera-ready” (adver-tiser sets the type), $65 if we set the type.

Send ad to Fax 949-852-0231 or dkoenig@ building-products.com. For more info, call (949) 852-1990. Makechecks payable to Cutler Publishing. Deadline: 18th of previous month.

To reply to ads with private box numbers, send correspondence to box number shown, c/o The MerchantMagazine, 4500 Campus Dr., Ste. 480, Newport Beach, Ca. 92660, or [email protected]. Namesof advertisers using a box number cannot be released.

CLASSIFIED Marketplace

HELP WANTED

IDAHO TIMBER seeks a highly motivated,aggressive, energetic salesperson with experi-ence and knowledge in the areas of dimensionallumber and studs, along with cedar boards.Candidate will be responsible for product mar-keting, sales, new product development, as wellas growing and maintaining working relation-ships with regional and national accounts.Position requires self-motivation, ability tocommunicate well with others, creativity, team-work, and knowledge of the lumber productsindustry. Position is available in Boise, Idaho,and offers competitive benefits including:Salary (DOE), bonus program, 401/k, profit-sharing, health and dental insurance, and oppor-tunity for growth within an innovative andaggressive industry leader. For consideration,please send resume and cover letter to IdahoTimber, Attn.: Lori Wielenga, P.O. Box 67,Boise, Id. 83707.

EMPLOYMENT OPPORTUNITIES INTHE U.S. AND CANADA: Our client is seek-ing to hire Senior Commodity and SpecialtyForest Products Traders NOW. Selected candi-dates must have a track record in generating inexcess of $200,000 in annual gross margins.Commissions range to 45% of the gross.Client’s working capital line exceeds $200M.Excellent benefit and retirement package. For aconfidential discussion, contact Carl Jansen atSearch North America, (541) 593-2777, [email protected], www.searchna.com.

LUMBER TRADERWe are a wholesale lumber company looking

for an experienced trader. Any species. Norestrictions on mills or customers. No reloca-tion. 60% split for trader. Call John at LakesideLumber at (623) 566-7100 or [email protected].

WANTED: GENERAL MANAGER for theSan Jose and Sacramento area. Must have aminimum of 5 years experience in lumber pur-chasing with a fence product background.Position will require travel between 2 locationsoverseeing a retail/wholesale company. Salarywill based upon individual qualifications.Competitive pay packages with benefits. Con-tact Javier at [email protected].

IDAHO TIMBER

OFFICE & WAREHOUSE FOR LEASE:Northern California Sacramento region.Approximately 2,000-sq. ft. office attached to30,000-sq. ft. warehouse. Warehouse clear spanheight 20 ft. Office & restrooms ADA accessi-ble. Warehouse includes three man doors withlarge 20-ft. roll-up door. 220V power available.Fire sprinkler system throughout. Truck shopfacilities provided, including minor repairwork, oil changes, steam cleaning, etc., atfavorable rates. Ample truck parking space inback of facility. If additional space is needed,an option on additional 30,000-sq. ft. ware-house will be available soon. Office & 30,000-sq. ft. front warehouse available at .29¢ per sq.ft. Option for rear warehouse .25 per sq. ft. Ifinterested, please call Tom Williams, (530)742-2168, between 8 a.m. and 5 p.m.

FACILITIES FOR LEASE

CARPENTER PENCILS7,000 at 16¢ eachNAIL APRONS

1,000 at 89¢ eachPRINTED WITH YOUR LOGO

L.I.INDUSTRIES800-526-6465

FAX [email protected]

www.apronsupply.com

3,000 at 18¢ each

1,000 at 90¢ each

FOR SALE

DDiissccoovveerr wwhhaatt’’ss uuppEEaasstt ooff tthhee RRoocckkiieess

SSuubbssccrriibbee ttoo

JJuusstt $$2244 ffoorr 1122 mmoonntthhllyy iissssuueess

Call Heather at (949) [email protected]

BPDBuilding Products Digest


Listings are often submitted months in advance. Always verifydates and locations with sponsor before making plans to attend.

Los Angeles Hardwood Lumberman’s Club – May 13, ladiesnight, Phoenix Club, Anaheim, Ca.; (626) 445-8556.

Do It Best Corp. – May 15-17, spring market, Indiana ConventionCenter, Indianapolis, In.; (260) 748-5300; www.doitbest.com.

Lumber Association of California & Nevada – May 16-18, 2ndGrowth forest/mill tour, Redding/Sacramento, Ca.; (800) 266-4344; www.lumberassociation.org.

National Association of Home Builders – May 16-18, nationalgreen building conference, Marriott City Center, Raleigh, N.C.;(800) 368-5242; www.nahb.com.

Kitchen Cabinet Manufacturers Association – May 16-19, annualconvention, Isle of Palms, S.C.; (703) 264-1690; www.kcma.org.

American Wood Protection Association – May 23-25, annualmeeting, Hyatt Regency, Savannah, Ga.; (800) 356-1974; www.awpa.com.

Hardwood Plywood & Veneer Association – May 23-25, confer-ence, DoubleTree Paradise Valley Resort, Scottsdale, Az.; (703)435-2900; www.hpva.org.

Lumber Association of California & Nevada – June 3, associates/dealers golf tournament, Rancho Solano Golf Course, Fairfield,Ca.; (800) 266-4344; www.lumberassociation.org.

Willamette Valley Hoo-Hoo Club – June 4, golf tournament,Shadow Hills Country Club, Junction City, Or.; (541) 485-5979.

American Architectural Manufacturers Assn. – June 6-9, summerconference, Chicago, Il.; (847) 303-5664; www.aamanet.org.

PCBC – June 9-11, Moscone Center, San Francisco, Ca.; (916)443-7933; www.pcbc.com.

Los Angeles Hardwood Lumberman’s Club – June 10, electionnight, Beckham Grill, Pasadena, Ca.; (626) 445-8556.

Seattle Hoo-Hoo Club – June 11, golf tournament, Mt. Si GolfCourse, Snoqualamie, Wa.; (425) 883-2777.

Western Wood Preservers Institute – June 13-15, summer meet-ing, Zermatt, Midway, Ut.; (800) 729-9663; www.wwpinstitute.org.

National Retail Federation – June 14-16, loss prevention confer-ence & expo, Atlanta, Ga.; (202) 783-7971; www.nrf.com.

National Lawn & Garden Show – June 15-17, Renaissance Colo-rado Springs Hotel, Spa & Conference Center, Colorado Springs,Co.; (888) 316-0226; www.nlgshow.com.

Tuolumne Lumber Jubilee – June 17-19, Tuolumne, Ca.; (800)266-6436.

Western Building Material Association – June 18, Young West-erners Club board meeting, Northern Quest Resort, Spokane,Wa.; (360) 943-3054; www.wbma.org.

Forest Products Society –June 20-22, convention, Madison, Wi.;(608) 231-1361; www.forestprod.org.

Western States Roofing Contractors Association – June 20-23,convention & expo, Paris Hotel & Casino, Las Vegas, Nv.; (800)725-0333; www.wsrca.com.

Portland Hoo-Hoo – June 25, golf tournament, Forest Hills GolfCourse, Forest Grove, Or.; (503) 675-0040.

Remodeling & Decorating Show – June 26-27, Los AngelesConvention Center, Los Angeles, Ca.; (818) 557-2950.

Temperate Forest Foundation – July 13-16, teachers tour,Corvallis, Or.; (503) 445-9472; www.forestinfo.org.

North American Retail Hardware Association – July 19-20, con-vention & conference, Savannah, Ga.; (317) 290-0338.

Rogue Valley Hoo-Hoo Club – July 29-30, dinner & golf, RogueValley Country Club, Medford, Or.; (800) 633-5554.

DATE Book

Fred C. Holmes Lumber Co.

We offer an extensive inventory of fine redwood productsincluding Fencing, Decking, Siding, and Premium Timbers.Whether your order is by the piece or truckload, our goalis to ensure the highest quality and service.

“YOUR REDWOOD SPECIALISTS”

CLEAR ALL HEARTHRT BEECLEAR AYEBEESELECT HRTCON HRTCON COMMON

AIR SEASONEDKILN DRIEDGREENROUGH & S4S

CUSTOM MILLINGAVAILABLESIZES FROM 1X4 TO 12X12

®

REDWOODINSPECTION

Wholesalelumber products

Fred Holmes, Steve Holmes,Phyllis Hautala, Steve Hautala, John Gould

P.O. Box 800, Fort Bragg, Ca. 95437 • Fax 707-961-0935

(800) 849-0523

Respecting the forest, honoringthe past, building the future.

A nation’s pride you can build on.

PPrroodduucciinngg 22,,000000,,000000 bbdd.. fftt.. mmoonntthhllyy ooff55//44 && 66//44 PPoonnddeerroossaa PPiinnee SShhoopp//IInndduussttrriiaallss

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55//44 RRaaddiiuuss EEddggee DDeecckkiinngg PPrrooggrraammss

SSttaattee--ooff--tthhee--AArrtt HHeewwmmiillll && HHeeaaddrriigg MMiillll

Contact Sheldon Howell

Yakama Forest Products3191 Wesley Rd., White Swan, WA 98952

Tel. (509) 874-1163Fax 509-874-1162 • www.yakama-forest.com


IDEA FileMaking Its Mark in Ink

A Chicagoland hardwareretailer is stamping a new green imagefor itself, while ensuring customers willflow into its store.Weiss Ace Hardware, Glenview, Il.,

installed an inkjet cartridge refilling station for comput-er printers and kicked off the new service by staging a“Free Ink Week.”From April 8 to 14, the store invited customers to

bring in their empty inkjet cartridges for a free refill.“After we installed Ink-O-Dem’s Cartridge RefillingSystem, we wanted to give our customers an incentiveto get started. Thus, Free Ink Week was born,” saidstore manager Karen Kolod. “We are looking forwardto serving our customers in yet another way that savesthem money and is good for the environment.”The promotion allows consumers undecided about

cartridge refilling to see for themselves what the processis like and how it affects their printers’ performance.Ink-O-Dem refills 5 million cartridges annually and

is specifically targeting Ace Hardware stores, amongothers. Its technology is reportedly compatible with95% of the integrated inkjet cartridges on the market.Weiss’s decision to install the machinery was

prompted by a consumer shift to greener product choic-es, such as discovering ways to keep discarded productsout of landfills.It doesn’t hurt that customers will end up paying

about half as much for their inkjet cartridges.

ADVERTISERS IndexFor more info on advertisers, call themdirectly or visit their websites [in brackets].

Advantage Trim & Lumber [www.advantagelumber.com] .......................33AERT [www.aertinc.com] ..................................................................Cover IVAnfinson Lumber Sales [www.anfinson.com] ...........................................54Bear Forest Products [www.bearfp.com]...................................................37BlueLinx [www.bluelinxco.com] ...................................................................5Big Creek Lumber Co. [www.big-creek.com] ............................................32Boise Cascade [www.bc.com] ....................................................................33Cabot [www.cabotfactoryfinish.com].........................................................17Cal Coast Wholesale Lumber......................................................................46California Redwood Co., The [www.californiaredwoodco.com].....Cover IICalifornia Timberline......................................................................................4Calvert Company Inc. [www.calvertglulam.com] ......................................21Capital [www.capital-lumber.com]........................................................44, 51Clearwater Paper Corp. [www.clearwaterpaper.com]...............................36Compass Lumber Products Inc. [www.compasslumber.com] ................47Distribution Management Systems Inc. [www.dmsi.com]........................41Enduris [www.enduris.com]..........................................................................7Fasco America [www.fascoamerica.com]..................................................35Fiberon LLC [www.fiberondecking.com] ..................................................29Fletcher Wood Solutions [www.tenonusa.com]........................................30Fontana Wholesale Lumber [www.fontanawholesalelumber.com] .........39Fred C. Holmes Lumber Co. ........................................................................53Gemini Forest Products [www.geminiforest.com]....................................46Genova Products [www.genovaproducts.com] ........................................19GRK Fasteners [www.grkfasteners.com]...................................................27Huff Lumber Co. ...........................................................................................34Keller Lumber Co. ........................................................................................39LP Building Products [www.lpcorp.com].....................................................8Lumber Products [www.lumberproducts.com] .........................................40Mary’s River Lumber [www.marysriverlumber.com] ................................38Mount Storm Forest Products [www.mountstorm.com] ..........................44Norman Distribution Inc. [www.normandist.com].....................................47Pacific Wood Preserving Cos. [www.pacificwood.com] ..........................37Redwood Empire [www.redwoodemp.com] ..............................................23RISI [www.risiinfo.com/crows]....................................................................26Rosboro [www.rosboro.com]........................................................................3Roseburg Forest Products [www.rfpco.com]............................................25RoyOMartin [www.royomartin.com] ...........................................................31Screw Products [www.screw-products.com] ............................................51Simpson Strong-Tie [www.strongtie.com]...........................................43, 45Siskiyou Forest Products [www.siskiyouforestproducts.com] ...............13Sunbelt [www.sunbeltracks.com]...............................................................39Sure Drive USA [www.suredrive.com] .......................................................40Swanson Group Sales Co. [www.swansongroupinc.com] ............Cover IIIThunderbolt Wood Treating [www.thunderboltwoodtreating.com].........40Van Arsdale-Harris Lumber Co. [www.vanarsdaleharris.net] ..................49Viance [www.treatedwood.com] .........................................................Cover IWahoo Decks [www.wahoodecks.com] .....................................................42Yakama Forest Products [www.yakama-forest.com]................................53

WHERE QUALITY IS AGELESS

Anfinson Lumber is the clear choice for Quality Redwood and Western

Red Cedar Dimension,Boards, Patterns and Timbers

CALL SALES AT(800) 400-8383 • (951) 681-4707

Rick Anfinson

Outside Sales Darin Curran (949) 412-1894

Eddie Howdershelt (909) 993-2701

Visit our website: www.anfinson.comFontana, CA Office and Mill:

13041 Union Avenue, Fontana, CA 92337Fax: (951) 681-3566

E-mail: [email protected]

WHOLESALE ONLY • MILL DIRECT & LCL


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