The American Hardwood Export Council, based in Washington DC, is headed by executive director Mike Snow. He is responsible for programmes based in Japan, China, South-east Asia, Mexico and Europe, where the longest standing promotional campaign is based.
The London office of AHEC is approaching its 15th year. During a recent overseas trip it took the opportunity to ask him about the future direction of AHEC with regard to the UK.
Q The UK was where the AHEC started its EU promotion programme. The value of US lumber exports to the UK has risen from US$55m in 1989 to US$93m in 2000 although volume consumption has not increased much. Do you regard the UK as a mature market?
A There is no simple answer as a mature market may be furniture and general timber trading, but there can still be under-utilised sectors such as construction. That is the reason why we are testing some American hardwood species at BRE for structural use. We also feel that there is room for further diversification – especially in interior applications, by which I mean different species for established uses.
Q In the past 10 years US hardwood exports have risen from 24% to 36% of total US forest products exported to the UK. Why?
A The US is blessed with increasing and diverse resources including several popular species as well as some that are less familiar to UK consumers. Over the past 10 years AHEC has made particular efforts to promote the broad range of species growing to the British manufacturers and specifiers.
Q But US hardwood lumber, as a whole, is now generally well-established in total, so do you really see continuing growth in consumption?
A Certainly! There are synergies, the same goals as the timber trade in the UK, ie to increase consumption of all wood products against substitutes. For example, neither the UK nor the US has fully exploited the strong environmental benefits of wood. It is renewable and recyclable. We know that the Timber Trade Federation has made strides to re-inforce this and we are interested in working with them to achieve this goal.
Q Then why doesn’t AHEC belong to the TTF?
A We are funded by American members, from whom we have no mandate to belong to other national organisations. Many of our activities are also funded by US tax dollars and so we cannot use them to fund other organisations. However, we have a long record of co-operation with the TTF and other European timber organisations, which we intend to continue. I think our record of promoting hardwood in the UK speaks for itself.
Q Hardwood consumers in EU markets, such as the UK, have become increasingly environmentally conscious in recent years. What is the US hardwood industry doing to satisfy their customers’ concerns about sustainable hardwood forestry in the US?
A The US is making more effort to point to its historical record. We have in place a framework of forest protection on federal, state and local level. This seeks to recognise the forest as ‘multiple use’, not only for raw material but also for habitat and recreation. Looking at the latest statistics, between 1952 and 1997 hardwood standing stock is 86% higher than in 1952 despite increased demand year on year.
So we have been able to satisfy the needs of US consumers and export markets as well as achieve this increase in hardwood resources. The best that we can do is to supply the facts.
Q You have recently launched a new brochure entitled American Beauties promoting three American species (red oak, tulipwood and soft maple) in English. Is this aimed at the UK market, and do you think that these species can achieve greater consumption in the UK?
A Yes, American Beauties is aimed at the UK – as part of the EU. We feel that these species are not as well understood in the UK as they should be. And, referring back to the environmental issues, these three species combined represent about 50% of what is growing in the US hardwood forest. So if we are going to manage responsibly we need to utilise all, and not just the preferred few.
