A career in sales and marketing leaves new Timber Trade Federation (TTF) president Geoff Rhodes well placed to take the organisation forward. He says the TTF has put its past firmly behind it and is moving on as a dynamic organisation with a strong agenda.

It has become recognised and respected at government level and is ensuring that the UK timber trade’s voice is being heard both at home and in Europe.

The new president reflected on recent changes at the TTF and the future with his predecessor Philip Underwood at The Federation‘s September conference.

During Mr Underwood’s time at the top the TTF underwent the most radical changes in its history. There was a sweeping review of operations, the subsequent relaunch and the introduction of the code of conduct which, said Mr Underwood, is probably his most significant legacy.

The roller coaster ride was stimulating, he said, setting the foundations for the whole mood of change.

“It was fortunate that these exercises coincided with the appointment of Paul Martin as director-general who is in sync with what is needed – to modernise the Federation, make it more in touch with its membership and government, and address the environmental issues that are growing in importance on the timber trades’ agenda,” he said.

“The Federation is now being listened to from the prime minister down and we must continue that.”

&#8220Training is on my list. We must develop a better conduit with colleges and academia to alert another generation of young people to consider coming into this business.”

Geoff Rhodes

Regional associations

He said the decision to assign TTF personnel to regional associations had helped pull the Federation together, and contact with other trade associations was also good news.

Mr Rhodes agreed. “There has to be some linkage because each association has its own idiosyncrasies and we need a mechanism to create a cohesive voice rather than a fragmented one which makes it difficult for government to understand what our industry is about.” Mr Underwood added: “The key is to use each other’s strengths to our joint advantage.” Mr Rhodes wants more forest products companies to sign up to the TTF. He said: “We have a good proposition to put to them now. More membership means more resources and more teeth.

“I want to raise our industry’s self esteem. We have spent too much time reflecting on where we were, but our conference was all about where we are going. It was dynamic and positive and I would like to feel that when members say ‘I work in the forest products industry’ that people will not say ‘aren’t you the guys that cut those trees down?’, but ‘aren’t you the guys who have that great sustainable product?’.”

Career opportunities

Mr Rhodes said the forest products industry offered a multi-disciplinary career opportunity and he was keen to draw in “bright young people”. He said: “We need to let them know our industry exists if we are going to be in good shape in the future.

“Training is a focus on my list. There are gaps in the training available. We need a constant throughput of people going on courses and must develop a better conduit with colleges and academia to alert another generation of young people to consider coming into this business.” He is also keen to see the TTF maintain a proactive role to present the case for timber and wood products and counter any potential criticism.

&#8220The Federation is now being listened to from the prime minister down and we must continue that.”

Philip Underwood

But Mr Rhodes is confident.”If there are any emotional outbursts based on different agendas we must be factual and not put our heads in the sand. I want to build a photographic library at the TTF so we can respond to situations quickly and use pictures to tell our story.

Building blocks

“We will be better prepared than before and the sustainable issues and the good credentials of wood are going to be far stronger building blocks in the future.

“We have a press relations department and I am coming to the presidency from a marketing background so we can counter problems should they occur.” He also wants to develop better statistical data to demonstrate just how big the industry is. “At the moment you get different answers from different people. We must have a much better understanding of the industry and its membership.

“It is embarrassing if you go to ministers without cohesive data and good statistical information will help us put our case.” The TTF is also sending building control officers copies of the Conduct Assurance Scheme to help them understand the wood industry. An similar contact will be made with trading standards officers around the country.

Mr Rhodes said: “We want our trade to be one where people can stand up and be counted and to help people trade in a relaxed way with our industry. Perhaps some building control officers can be persuaded to become associate members of the TTF – but that is another chapter.”