The history of American hardwoods in the British market goes back at least 100 years. Serious business in oak and maple was being transacted prior to 1900 but it wasn’t until after the second world war that US hardwoods become more significant. And, it was only when questions arose over tropical supplies in the 1980s that they really took off.
Throughout the period until the 1990s, however, American exporters had tended to be regarded as fair weather exporters, depending on the state of their domestic market. That has changed as The American Hardwood Export Council (AHEC) can claim almost 20 years of consistent promotion and support for the trade, and many of its members have demonstrated continuous commitment to exports for as long.
Changes in fashion, exchange rates and a reduction in US furniture manufacturing have added to the impetus by US exporters to supply come what may. Improved demand in architectural joinery and the wider acceptance of species such as tulipwood and soft maple have added to what can only be regarded as a trading success. Traditional ties, ease of language and understanding of the material don’t actually count for much if prices or specifications are wrong. Nevertheless, the UK remains a vital single market within the EU – in fact, it’s the US hardwood sector’s most important market region in the world, for reasons of price, yield and grade requirements.
Global markets
AHEC has, over many of the past few years, made a real effort to balance its marketing with what grows in the forest. Huge efforts to develop its global markets are evidenced by extra promotion of lesser known species and character grades. Those efforts have been linked to promotion events, such as seminars, exhibitions and design competitions to the professions to ensure greater technical knowledge. The current promotion campaign for red oak should therefore come as no surprise to anyone in the hardwood trade – given the species’ huge availability and more competitive pricing.
The real strength of AHEC, often seen as a promotion programme well funded by the industry and US government, lies elsewhere. Of course the funding is vital, but its implementation by a committed team of administrative and marketing experts is the number one ingredient. The headquarters in Washington DC, which directs the programme, is supported by offices in Japan, Hong Kong, China, Mexico and Europe – all staffed by “nationals” who understand their markets. They meet and confer regularly, so that the challenges ahead are always addressed by experienced marketers who have considerable global resources on which to call. The wisdom of AHEC’s board of directors, working quietly behind the scenes, is another unsung strength.
Challenges
Now come the challenges of the Responsible Purchasing Policy and public and private purchasing dictations, along with an ever-strengthening European hardwood production, much of which is certified.
There is no doubt the industry in the US is not just committed to export but is increasingly dependent on it as the country becomes more of a furniture import nation.
If ever the test of continuous and sustainable marketing was about to be tried, it is now for AHEC. If ever exporters needed to call on the long-term relationships built over so many years, it may be now. And that leads one to suggest that this is a great time for AHEC to convene again “in conference” with friends in the hardwood trade and processing sectors of furniture, flooring and joinery. The AHEC European Convention will be held in Amsterdam on October 25 with a programme that will address all the challenges ahead for the hardwood trade, including the “China factor” – allowing a great deal of time for expert discussion.
