Real American Hardwood Coalition Updates

October 2021 Update

The Real American Hardwood Coalition had a busy summer and we are heading into an exciting fall.  The big news is that we have begun work on the consumer-facing website, now that we have developed the site where hardwood industry companies can get information about the RAH campaign and download our logo and other materials. The consumer-focused website will drive homeowners, architects, designers, and builders to our products.  The RAHC Board of Directors recently reviewed proposals from seven high-level web development firms and will be announcing a final selection very soon. The consumer site is only in the very beginning of development at this point, but it is certain to highlight the natural beauty, durability and home healthy aspects of American hardwood, and will aim to reach consumers at the planning step of their projects.  We are excited to see how it all unfolds!

Of course, creating effective and impactful websites requires significant funding.  We are grateful to our funding associations who have been so essential to getting this project off the ground.  Those dollars have gotten us far (extensive consumer research, a marketing plan and an industry website) and will continue to support the development of our consumer site and its content.  We are also very pleased to report that industry members are also stepping up and joining the effort.  Particularly exciting are state level industry funding raising challenges that have increased awareness, excitement and financial support among hardwood companies.  Superior Hardwoods in Ohio was the first to step forward, committing to match every dollar contributed to the RAHC by Ohio hardwood companies up to $50,000.  This goal was reached…and exceeded….in only a few short months.  This effort has also inspired several other states to do the same. Five companies have banded together in Kentucky to launch their initiative and more will be announced in the near future.  The RAHC Board is overwhelmed by the confidence these industry and association leaders have shown in our Coalition and the goal of a domestic hardwood promotion campaign.  While this is all very positive, we are very much aware that the RAHC will require sustained funding to continue our work beyond these initial development stages.  Increasing industry participation and identifying other funding sources is an ongoing priority. 

The RAHC Board of Directors will continue to work hard to meet and exceed the expectations hardwood associations and companies have in our efforts.  Thank YOU for your continued support. 

The Real American Hardwood Coalition has had a presence at over 15 industry events in 2021.  Interested in having the RAHC present at one of your meetings?  Let us know by emailing  We are happy to participate!

And, as always, visit for regular updates and access to all brand collateral. And follow us and share our content on the social media platforms Instagram, Facebook and Twitter!

The Real American Hardwood Coalition Board of Directors

RAHC 2020 Update

Real American Hardwood is a material that has meaning. That has history. That is uniquely beautiful, warm and one of a kind; as though touched by nature’s fingerprint. It’s the most beautiful building product out there, the one that other imitation products strive to be. It pulls everything together just by being itself. It’s simple in its ingredients and it’s strong and durable at its core. It’s a powerful display of the wonder of nature. Hardwood is pure – grown with purpose and naturally renewing. Hardwood is authentic, without even having to try. It’s just built that way, naturally.

The American hardwood industry has a powerful story to tell. From the beauty, desirability and lifetime value of the products to the history of the industry, the small family business focus, the sustainability of our raw material, and the environmental and health benefits of using hardwood.

The Time is Now
To secure our industry’s future, we must unite toward a common goal. The Real American Hardwood Coalition was launched in 2019 as an industry association-led effort to meet the imperative goals of increasing markets and sales of Real American Hardwood, celebrating the sustainability of hardwood goods, generating new products, and improving overall industry stability. The campaign focuses on driving consumer demand, knowing that as consumers increasingly select Real American Hardwood products our entire industry supply chain will benefit. Read More

RAHC October 2020 Update

In late August, the Real American Hardwood Promotion Coalition (RAHPC) conducted several webinars to update funding partners, industry affiliates and industry stakeholders regarding work-to-date, and specifically the findings of the completed “research phase,” or Step One in the process of developing an over-arching brand identity for American Hardwood.

If you were unable to participate, the webcast is available here. Please tune in. And as a memory refresher, the Step One research phase was to identify and develop effective marketing messaging, branding strategies and a Go-To-Market Playbook to increase hardwood markets, domestically.

What’s Next?

A second presentation, with specifics on the brand messaging and how it can be used by everyone in the hardwood supply chain to ultimately increase market share and profitability, will be coming soon. Stay tuned! And remember, to become an active part of the Coalition, support the initiative financially, or should you have questions, please reach out via email to

The Wood Component Manufacturers Association is a supporting member of the Real American Hardwood Promotion Coalition, a voluntary, industry-wide, domestic promotion initiative developed by industry associations and directed by those executive directors.

RAHPC August 2020 Update - Webinar Available

The Real American Hardwood Promotion Coalition (RAHPC) was formed by a group of hardwood association leaders in 2019 to identify the opportunities and challenges in promoting the American hardwood industry to the domestic market. The first phase of RAHPC’s work focused on conducting and analyzing research on why customers purchase hardwood products or competing substitutes. By focusing on gathering information about how consumers decide which products they purchase, the hardwood industry can identify the best ways to connect with potential customers and influence their decisions through meaningful promotional outreach and messaging. The market research "will provide the basic tenets for developing a much-needed, over-arching brand identity."

Target audiences for this research included architects, contractors, home renovators, designers, millennials, and GenXers to assess their perceptions about hardwood attributes, their beliefs about competitive products, and what drives consumer decisions. It was conducted in a variety of methods - in-person focus groups, online polling, and interactive bulletin boards. The results of the research, covered in this webinar, forms the foundation of a new brand identity for the American hardwood industry. 

What were the Key Findings?

  • Attributes favoring American hardwood include: Attractiveness (#1 Attribute), High-end Appeal, Uniqueness, Durability, Gold Standard - Everyone wants the look and feel of real hardwood products
  • Drawbacks in choosing American hardwood: Cost (#1 Barrier), Not a "Good Value", disconnect between durable being good value, Disposable Society, "Close is Good Enough"
  • Not a Driver in the decision making process: "Made in America, Environmentally Friendly, Sustainability of the Resource" (Who knew?)

Watch the webinar now!

RAHPC July 2020 Update

The Real American Hardwood Promotion Coalition (RAHPC) continues to make great strides forward, despite the COVID-19 pandemic. All research, which encompassed a wide audience of consumers, architects, contractors, home renovators, designers, millennials, and Gen Xers, has been conducted, analyzed, and placed in the hands of the brand accelerator.

  • Marketing consultants have developed a preliminary Go-To-Market Playbook which will outline the many ways companies and associations can engage and guide influencers.
  • The RAHPC Executive Committee is preparing a webinar to update funding partners and industry affiliates on the Playbook highlights.

To learn more about the webinar details, to sign on as a funding partner, or for general questions regarding the work of the Coalition, email

RAHPC June 2020 Update

The Real American Hardwood Promotion Coalition (RAHPC) is making critical progress on efforts to establish a united marketing strategy for the American hardwood industry.  The Coalition is avidly collaborating with industry leaders and the hired brand accelerator and data teams despite the COVID-19 obstacles. Zoom is becoming a key tool among everyone. Read more here.

RAHPC April 2020 Update

The Real American Hardwood Promotion Coalition (RAHPC) continues its progress in April to establish a united marketing strategy for the American Hardwood Industry. The RAHPC has generated over $238,000 from 25 industry associations and is funding research and brand development. Read more here

RAHPC March 2020 Update

The Real American Hardwood Promotion Coalition (RAHPC) is making crucial progress on efforts to establish a united marketing strategy for the American hardwood industry. The Coalition met at the Indiana Hardwood Lumbermen’s Association meeting in February and discussed recent accomplishments and upcoming action. Read more

Focus Groups

To assess consumer attitudes, two focus groups were held in late January and early February. A focus group is a strategically selected group of diverse people assembled to participate in a guided discussion about a topic prior to the initial launching campaign of that specific topic. In our case, hardwood promotion, we talked to two types of people at each location. The first consisted of consumers that had performed major renovations in their homes within the last year. The second was a group of architects, contractors, and designers. Online polling of additional prosumers and consumers are being planned, as well as phone interviews with industry leaders to round out the research process.

A series of questions by a highly qualified facilitator-led to dialogue about home renovations, materials, sourcing, forest products, sustainability and much more. Some key findings of the focus groups include:


  • Perform most of the research themselves on their renovation projects. They rely on a variety of different resources; for instance, popular online shopping sites, television shows, local home improvement stores and word of mouth;
  • Want a “quick and now” answer for their renovations, often based on current trends;
  • Decisions are most often budget-driven;
  • Associate real wood products with high fashion and a perceived status;
  • For the most part, do not understand the terms sustainability and environmentally friendly;
  • Misinterpret characteristics associated with the forest products industry.

Architects, Builders and Designers:

  • Generally not the influencer, customers know what they want;Typically forced to stay within a strict budget;
  • Believe home improvement television shows do not present realistic costs and time estimates;
  • Agree most popular home renovations are kitchens, bathrooms, and flooring;
  • Have numerous sources for their raw materials and no allegiance to products Made in America.

Much of this information is already well known by hardwood insiders, but there were data points that were unexpected. These will help us as we move into our second phase, brand development.


This Spring, marketing professionals from various segments of the industry will gather to work to develop a brand statement that can be adapted and incorporated by associations and businesses alike, creating a common message that runs throughout multiple promotion platforms and campaigns.

Our marketing consultants will also develop a go-to-market playbook which will consist of many ways companies and associations can engage…with the average financial obligation attached to each option. At that point, RAHPC can begin to consider where we start and how funding needs will be addressed.

RAHPC members are attending industry/association meetings throughout the year. Please look for these opportunities to connect with those association executives that are actively engaged. And if you are interested in someone from the Coalition participating in one of your meetings, please reach out!!