the merchant magazine - june 2011

TECH TRENDS IN LBM � GREEN BUILDING FORECAST � SIDING & INSULATION

JJUUNNEE 22001111

TheMERCHANTMagazineTHE VOICE OF THE WEST’S LBM DEALERS & DISTRIBUTORS – SINCE 1922

LPCorp.com/now |

LP® SmartSide® Trim & Siding products offer the beauty of cedar with the advantages of engineered wood. That meansconsistent boards with no knots or voids. An industry-leading warranty that provides a 5-year, 100% labor and replacementfeature and a 50-Year Prorated Limited Warranty on the substrate. And our proprietary SmartGuard® process that ensuresLP SmartSide products resist fungal decay and termite damage. LP SmartSide Trim & Siding. All the advantages you need.

© 2008 Louisiana-Pacific Corporation. All rights reserved. SmartGuard is a registered trademark of Louisiana-Pacific Corporation and S-T-N Holdings, Inc.All other trademarks are owned by Louisiana-Pacific Corporation.

LP® SmartSide® Trim & Siding

The Smartest Advantages In Siding

Merchant 8.08 Layout:M Sig1-nov 03 1-8,41-48 7/29/08 9:06 AM Page 9

44 � The Merchant Magazine � June 2011 Building-Products.com

June 2011Volume 89 �� Number 12

OnlineBREAKING INDUSTRY NEWS, INDUSTRY PHOTO DOWNLOADS, & THE MERCHANT: DIGITAL VERSION

BUILDING-PRODUCTS.COM

THE MERCHANT ON FACEBOOKSEARCH “THE MERCHANT

MAGAZINE” ON FACEBOOK.COM

TheMERCHANTMagazine

California Timberline, Inc.Sugar and Ponderosa Pine,

Douglas Fir, Redwood,Western Red and California Incense Cedar

Hardwood Lumber & PlywoodNusku Fireblocker™

Chino, CA 91710 • (909) 591-4811 • FAX (909) 591-4818

The Mark of Responsible ForestrySCS-COC-001973

®1996 Forest Stewardship Council A.C.

CHANGE OF ADDRESS Send address label from recent issue ifpossible, new address and 9-digit zip to address below. POSTMASTER Send address changes to The MerchantMagazine, 4500 Campus Dr., Ste. 480, Newport Beach, Ca.92660-1872.The Merchant Magazine (ISSN 7399723) (USPS 796-560) ispublished monthly at 4500 Campus Dr., Ste. 480, NewportBeach, Ca. 92660-1872 by Cutler Publishing, Inc. PeriodicalsPostage paid at Newport Beach, Ca., and additional post offices.It is an independently-owned publication for the retail, wholesaleand distribution levels of the lumber and building products mar-kets in 13 western states. Copyright®2011 by Cutler Publishing,Inc. Cover and entire contents are fully protected and must notbe reproduced in any manner without written permission. AllRights Reserved. It reserves the right to accept or reject any edi-torial or advertising matter, and assumes no liability for materialsfurnished to it.

In Every Issue6 TOTALLY RANDOM

16 OLSEN ON SALES

20 COMPETITIVE INTELLIGENCE

28 MOVERS & SHAKERS

32 FAMILY BUSINESS

34 ASSOCIATION UPDATE

37 IN MEMORIAM

38 NEW PRODUCTS

48 CLASSIFIED MARKETPLACE

49 DATE BOOK

50 IDEA FILE

50 ADVERTISERS INDEX

Special Features9 INDUSTRY TRENDS

GREEN BUILDING PRODUCTS FORECAST

10 FEATURE STORYSMARTEN UP ON SMART TAGS

12 PRODUCT SPOTLIGHTSHEEP TRICK: NATURAL WOOL INSULATION

13 MARGIN BUILDERSPUSHING PREMIUM VINYL SIDING

14 PRODUCT SPOTLIGHTROOFING UNDERLAYMENT

22 GREEN RETAILINGSELL MORE IN A WORLD THAT WANTS LESS

59 PHOTO RECAP: NAWLA ANNUALCOMBINES WITH NORTHWEST REGIONAL

59 PHOTO RECAP: HOO-HOO GOLF

www.building-products.comA publication of Cutler Publishing

4500 Campus Dr., Ste. 480, Newport Beach, CA 92660

Publisher Alan [email protected]

Publisher Emeritus David CutlerDirector of Editorial & Production

David [email protected]

Editor Karen [email protected]

Contributing EditorsDwight Curran, Carla Waldemar,

James Olsen, Jay Tompt, Mike Dandridge

Advertising Sales ManagerChuck Casey

[email protected]

Administration Director/SecretaryMarie Oakes [email protected]

Circulation Manager Heather [email protected]

How to AdvertiseChuck Casey

Phone (949) 852-1990 Fax [email protected]

Alan Oakeswww.building-products.com


CLASSIFIEDDavid Koenig


How to SubscribeSUBSCRIPTIONS Heather Kelly


or send a check to 4500 Campus Dr.,Ste. 480, Newport Beach, CA 92660U.S.A.: One year (12 issues), $22

Two years, $36 Three years, $50

FOREIGN (Per year, paid in advance in US funds):Surface-Canada or Mexico, $48

Other countries, $60Air rates also available.

SINGLE COPIES $4 + shipping

BACK ISSUES $5 + shipping

TheMERCHANTMagazine


TOTALLY RandomBy Alan Oakes

Does home ownership still make sense?

AFTER ABOUT FOUR YEARS of depression in our industry, I must admit I am beginning towonder what is going on in the housing market. Are we seeing a fundamental shift by

the next generation away from the long-held mantra that you have to own your own house? For decades, politicians of both persuasions have made it a feature of their policy that

home ownership is a fundamental right, a sound investment, a sign of stability, a necessityto build community. Many of late have learned the hard way that this simply is not true andare now taking a different path. And, in light of a growing chorus to eliminate the mortgagetax deduction, I am concerned what these trends might mean for our industry.

Like many of you, when I got married, it was my first dream to own my own house. Webought our first house in the U.K. at the age of 22. In the next five years, we bought andsold two more times. I was taught not to throw money away on rent (especially since inter-est was deductible) to maximize the mortgage to save taxes, and to move over and overagain as things got better financially. That worked each time in the U.K.

I have to say, as I now look back over the last 25 years and seven moves here in theU.S., I think that philosophy has not held true unless you sold at the peak of the market, didnot buy elsewhere, and got out while the going was good. In the last three to four years,few areas have been spared at least a 40% cut and most likely 50% or more.

The notion that everyone is entitled to their own house (interpreted by some as two orthree when they could not afford even one) has caused many of the issues we face today. Iam truly sorry for those people who lost their homes through no fault of their own. But it isthe pain I see on television and in newspapers day in and day out that makes me wonder ifthere has been a paradigm shift in home ownership. As examples, both my children havestayed in their homes for eight to nine years already and have no thought of relocation. Attheir age, I had moved 10 times—admittedly, mostly corporate moves. Yet, according to arecent report, today only 64% think that home ownership is a good or safe investment,compared to 83% in 2003 and 86% in 1996.

Of course, I hope I’m wrong. I know that when oil prices rise, auto sales move to small-er cars. Then when oil prices fall, everyone returns to buying bigger cars. It is possible weare going through a similar process in home ownership. Knowing that the national collec-tive memory can be short, things could change in a couple of years. But I see signs that achange of thinking may be under way, perhaps caused by this prolonged recession, thatmight not change even when things get better.

Owning a house was where we built wealth, an asset we could pull money out of toimprove it and increase its value. That certainly has not been true for the past few years anda return to that in the near future is unlikely. Indeed, an estimated 25% of all homes areunderwater. Along with homeowners who are in foreclosure and those who want to get outbut can’t, there is an estimated “shadow” inventory of 8 million+ homes. And, here is thecrux of the matter: Most of us are not good savers, but home ownership was a coercion ifyou will, to save money. We put our kids through college with it and hopefully in the endretain enough equity in it to retire with. Today it is estimated that one-third of us have lessthan $25K to retire with, excepting Social Security. Not good news.

History has shown that the system works when home values increase. But when theyfall, well, we all know now what that means! Also consider that often homes are purchasedwith little or no money down. That leverage has contributed to the mess we are in today.

I think that home ownership, if you are financially secure,pay a price you can afford, and have longevity in a property,still makes sense. On the other hand, short-term ownershipdriven by the need to be mobile for career purposes likelywill decrease. Consider that other countries seem to havestronger economies than us with lower home ownership(e.g., France 57%, Switzerland 37%, and Germany 46%,compared to 67% here). Few would argue that their com-munities look worse than ours.

So if I am right, the rental business should con-tinue to grow, remodeling will continue toclimb, but home sales may be stagnant for along time to come. As I read the other day,“our goal should be to put families not in thehouses of their dreams, but rather in a housethey can afford.”

Alan Oakes, [email protected]

Building-Products.com June 2011 � The Merchant Magazine � 99

Green building productson target to become a$70-billion marketDEMAND FOR GREEN building mate-

rials is forecast to grow 13% ayear to $71.1 billion in 2015, slightlyoutpacing the overall growth of LBM,according to a new Freedonia Groupstudy. The most important driver for

demand will be the expected reboundin the construction market from low2010 levels. Several green building products

are expected to post annual gains indemand of more than 20%, benefitingfrom greater availability, continuingenvironmental concerns, more strin-gent regulatory or building code stan-dards, and the rebound in constructionmarket. Through 2015, the largest value

gains will be from concrete productsfeaturing recycled content (e.g., fly

rapidly renewable resources (e.g.,bamboo and cork flooring), are thelargest source of green building mate-rials demand, accounting for nearlyone-quarter of the total market in2010. Demand for green floor cover-ings is projected to rise 11.7% annual-ly through 2015. However, gains will not match the

pace of the rest of the green buildingmaterials market, primarily becausesuch a large percentage of floor cov-erings (including essentially all car-peting products) are already marketedas green, limiting opportunities forgreater market penetration.

INDUSTRY TrendsGreen Building Products

ash, blast furnace slag), which willincrease nearly $11 billion from low2010 levels. In addition to the recov-ery in construction, green concreteproducts are expected to continue togain market share because the use ofrecycled materials in concrete notonly reduces the volume of waste sentto landfills, but often enhances theperformance of the concrete. Other high-percentage-growth

products are water-efficient plumbingfixtures and fittings, energy-efficientlighting fixtures, and permeable pave-ment. However, the market for thesematerials is fairly small and the addi-tional demand will be relatively mod-est in value terms.Green floor coverings, which

include Green Label Plus-certifiedcarpets and products made from

U.S Green Building Materials Demand(Billions of Dollars)

% Annual GrowthProductFloor CoveringRoofingConcreteWindowsDoorsInsulation & OtherAll GreenBuilding Materials

200513.05.210.44.94.611.4

$49.5

20109.26.25.55.13.29.5

$38.7

201515.97.516.27.45.818.3

$71.1

ʼ05-ʼ10-6.83.4

-12.10.7-6.9-3.6

-4.8%

ʼ10-ʼ1511.74.124.38.012.414.0

13.0%

ENVIRO-FRIENDLY FLOOR COVERINGS,including bamboo, hold the largest share of themarket for green construction products.


BY NOW, you’ve probably noticedthese Rorschach-like squares

popping up in ads throughout maga-zines, including the one you’re hold-ing in your hands right now.They’re two-dimensional barcodes,

called QR (Quick Response) codes orsmart tags, that hold significantly

more data than traditional one-dimen-sional barcodes and can be scannedby smartphones to forward the user tomore information on the Web.All that’s needed is a smartphone

with Internet access and an app thatreads either QR Codes or Mobi Tags.Many building product manufac-

turers are already using QR codes, notjust for marketing, but also printingcodes on product packaging and sig-nage to direct consumers in the storeor contractors on the jobsite to instal-lation videos, safety instructions, orother needed information.Mister Landscaper, for one, has

begun placing QR codes on its prod-ucts, sales sheets, displays and shelf-stickers at Lowe’s stores. “We devel-oped a way for customers to engagein store to promote purchase confi-dence and, after they’ve left the store,to help them install the product anddrive interest in additional products,”said David Apple, chief marketingofficer for Augme Technologies,which designed the mobile platform.“Mister Landscaper’s mobile strategyhelps them stand out in the store andadds true value to the cusotmer expe-rience away from it.”CertainTeed began rolling out its

mobile strategy last summer. “QRcodes serve as a useful tool for con-tractors in the field who typically onlycarry mobile devices,” said EricNilsson, vice president of corporatemarketing. “The technology providesthem, our distributors, and consumerswith quick and easy paperless accessto installation manuals, FAQs, videos,safety sheets, technical information,and additional resources via theirsmartphones.”Dealers can also create and use

their own codes. The creation part issimple. Free code generators areavailable at Snappr.net, Icandy,SnapMaze, and other sites. Next, figure out where you want to

put the codes and what you want todirect customers to. Codes can beprinted on:

Smarten upon smart tags

SIGNAGE at Lowe’s stores instructs shoppers how to use their smartphones to quickly access moreinformation on products throughout their garden centers.

FEATURE Story2D Barcodes


• Ads• Business cards• Product sales sheets• Promotional items (t-shirts,

mugs, etc.)• In-store signage• Product packaging• Trade show name tags• Trade show booths• SurveysThe codes can direct customers to

your general website, but experts sug-gest sending them instead to a speciallanding page unique to each code.Think it through. Remember that thecustomers are mobile. Where do they

DistributedBy

Rocklin, Ca. • 800.348.1400Sanger, Ca. • 559.876.3624

LP® SmartSide® Trim & Siding products offer the beauty of cedar with the advantages of engineeredwood. That means consistent boards with no knots or voids. An industry-leading warranty that provides a 5-year, 100% labor and replacement feature and a 50-Year Prorated Limited Warranty onthe substrate. And our proprietary SmartGuard® process that ensures LP SmartSide products resistfungal decay and termite damage. LP SmartSide Trim & Siding. All the advantages you need.

Big Boxes StakeOut Smart TagsLowe’s and Home Depot have

begun placing “smart tags” throughouttheir garden centers to provide shop-pers with instant access to productreviews, planting instructions, andvideos.

Lowe’s has created a mobile ver-sion of its website, better suited toconsumers who visit on their smart-phones. The chain has also placedthe coded tags on plastic markers onplants and trees, to take shoppers tovideos on planting, including what soilto buy.

“Those little plastic tags on plantsalways had minimal information,” saidone consumer. “Now, with the barcodes, you can scan them and figureout immediately what is going to growin the sun, when to plant, and how farapart to place plants.

Home Depot has tagged its out-door patio sets with the codes and ispromoting the codes nationwide with a30-second commercial.

C&E LUMBER COMPANY1 1/2” to 12”Diameter in Stock.

SPECIAL QUOTES

come in contact with your code?What do they need at that moment?They can:• Watch a video (demo, installa-

tion, sales-oriented).• Complete a form to get more

information.• Download a coupon.• Schedule an appointment.• Participate in a contest or game.• Access a store map.

• View sample projects.• Submit questions or reviews.• Link to a tool, such as a board

foot calculator• Check inventory.• Initiate a sale.• Join you on Facebook, Twitter or

other social media platform.• Receive bilingual translation.“The possibilities,” Certainteed’s

Nilsson noted, “are endless.”


AS INTEREST IN green building con-tinues to grow, use of natural

wool insulation is also on the rise. Theproduct is sustainable, renewable andreadily available because sheep aresheared once a year. Naturally insulat-ing, it does its job without the additionof potentially harmful chemicals. Now, two new companies are

working to expand the use of woolinsulation in the U.S.: Black MountainUSA and Oregon Shepherd. Black Mountain USA, Adamstown,

Pa., opened in first quarter 2010 as astrategic partner with Black MountainUK, which manufactures SheepRolland SheepBatt insulation from a state-of-the-art facility in Wales. The newcompany also sells loose wool insula-tion produced in the U.S., which mustbe blown into place. “Our ultimate goal is to make our

own products in the U.S., once themarket improves,” says c.e.o. BrooksMoore. “As interest builds, that maybecome a viable option for us.”

In the meantime, the company isseeking a West Coast distributor withits own warehouse to accept containershipments directly from the factory inWales. Such an arrangement wouldeliminate the cost of shipping invento-ry from Black Mountain’s warehousein Adamstown. Oregon Shepherd processes

American wool into loose, blown-ininsulation at its new office, manufac-turing, and distribution space inRainier, Or., occupied since late 2010.

“Our natural PermaLoft insulationis ideal for remodeling or retrofit pro-jects because it’s safe and easy to han-dle, requiring no protective equipmenttypically used during traditional fiber-glass insulation,” says general manag-er Bob Workman. “Homeowners look-ing for ways to save money and helpthe environment have found sheepwool insulation to be an economicaland eco-friendly way to keep theirhome warm in the winter and cool inthe summer.”

In the beginning, Workman says,marketing was mostly by word ofmouth. In New Hampshire, five ship-ments went to separate addresses on asingle street. Even so, the company isactively working to expand its net-work of installers and sign up vendorsand distributors across the country. “Even though this is a niche within

the insulation industry, it is reallypoised for growth, especially as remod-eling and new home sales continue toimprove,” says Kelly Donnelly, whorecently joined the company to handlesales and marketing. A current vendor is Green

Hammer, a green building companybased in Portland, Or. Owner StephenAiguier became a big fan of woolinsulation after investigating its wide-spread use in Northern Europe.“It’s already fire retardant, it

already has antimicrobial properties, itlends itself to a more natural buildingprocess,” he says. “The unfortunateside effect is that it’s a bit expensive.” As an example, he says that it costs

about $1,500 to insulate a three-bed-room house with cellulose, versusabout $3,000 for blown-in wool—butwool is about 24% more insulating.He also believes that natural woolinsulation is a better choice for chemi-cally sensitive or asthmatic customers,because it doesn’t contain dangerouschemicals or create dust that lowersair quality.BLACK MOUNTAIN USA imports and distributes SheepRoll and SheepBatt from its strategic part-

ner’s facility in Wales.

OREGON SHEPHERD specializes in loose,blown-in wool insulation.

PRODUCT SpotlightNatural Wool Insulation

New insulation shear genius

ALTHOUGH VINYL continues to hold the greatest share ofthe siding market, fiber cement and other sturdier

options are making inroads.The problem, claim vinyl siding manufacturers, is that

lower-grade products have given their category a badname. Cheap vinyl siding is likelier to fade, sag and warpover time, negating any cost savings.Vinyl manufacturers have responded by pushing higher

quality products, which still carry a price tag well belowthat of competing materials.Here are four areas to check to ensure you’re stocking

high-quality vinyl siding:

1. The thickness of the vinyl siding is an importantindicator of quality. This product is made from chemicalcombinations that vary vastly. The thicker ones will bemore durable, while thinner ones may sag or warp. Building codes require vinyl siding to be at least .035

inches thick. There are premium choices available, whichare .044 to .055 inches thick.2. Low quality options are more susceptible to fading

over the years. It is important to look for products with UVprotection and to check if the product can withstand directsunlight. Fading is less apparent on lighter shades of color.3. The way the product withstands wind is key. Check

that the wind resistance level can handle up to 150 mph.Some high-quality companies offer options that have war-ranties for winds up to 180 mph. Depending on where the house is located, there are dif-

ferent wind codes that homeowners should check into.4. The rain resistance of vinyl siding is clearly impor-

tant. This type of siding is designed to “hang” on a struc-ture for optimal air ventilation, so the air can flow behindeach panel. Additionally, there are tiny holes in the bottom of the

panels to release water. If not installed correctly, moisturecan be trapped or water can leak into the structure. Properflashings, builder’s wrap, or house felt must beinstalled to avoid these issues. When getting vinyl siding estimates,

homeowners should ask aboutthe installation process.

Vinyl producers promotehigher quality siding

HIGHER QUALITY vinyl siding is being introduced to reverse loss ofmarket share to alternative materials.

(Photos by CertainTeed)

MARGIN BuildersUpgraded Vinyl Siding


Promote underlaymentsto stand out in the

roofing market

IT’S NEVER BEEN MORE important forpro dealers and their customers to

differentiate themselves in the market-place, with cutting edge materials thatcan add value and extend the life ofany job. For roofing, the selling ofquality underlayments not onlyensures better, long-term performance,it can also return good margins for thedealer and their contractor customer. Most importantly, it greatly reduces

callbacks resulting from moisture andwind damage. Since roofing materialsalone are not waterproof, the under-layment acts as a secondary layer toprevent leaks. The homeowner ulti-mately benefits from the added layerof protection, especially with the wildweather we’ve seen recently all overthe country.When selling a roofing job, advise

contractors that if they’re using inferi-or roofing underlayments or none atall, they put the job at risk for mois-ture infiltration, leaks and interiordamage from winds blowing off theroof shingles. Through feedback frominspectors and contractors who doinsurance remediation, we’ve heard

domestic manufacturing seems to beyour safest bet. Imported underlay-ment products, including their verticalcousins, housewraps, may be subjectto less quality control. With a made inthe U.S.A. product, you have the con-fidence that the quality is going to beheld to certain standards with stricterquality guidelines. When checking out manufacturing

quality standards, look for productsthat have facilities in compliance withISO 9001-2008 and an R&D depart-ment dedicated to a continuous qualityplatform. Their in-house R&D shouldregularly be developing new and bet-ter features for the underlayment prod-uct. Building code listings are anotherassurance for your customers, so becertain the underlayment products arelisted by a recognized agency such asthe International Code CouncilServices with an Evaluation Servicescode report. Also look for fire ratingsand extended warranties (whichshould match that of the roofing mate-rials) and product damage guarantees. The underlayment should be versa-

tile enough to be used with any roof-ing product—asphalt shingle, steel,tile or metal. Other key considerationswhen choosing a roofing underlay-ment are superior walking traction, forworker safety and better productivity;tear-free assurance, and long-term UVresistance. This added layer of protec-tion with built-in features can make orbreak a roofing job. There is no better opportunity for

an upgraded underlayment that a re-roofing jobs. In re-roofing, it is likelythat an incident happened—shinglesblew off or there was a leak, creating a

PRODUCT SpotlightBy Ralph Bruno, Propex

tales of woe about compromisedunderlayment causing tens of thou-sands of dollars in interior damage—which could have been easily prevent-ed with a quality underlayment.Damage includes mold proliferationfrom leaks in hidden areas, such asattics. Doing it right the first time iscritical, because water damage is per-manent and insidious. The only optionafter a bad leak is to rip the roof offand start again, replacing everythingthat has been damaged.In areas that get tornados, hurri-

canes and wet weather, the sellingpoints for roofing underlaymentsbecome even more compelling. Incases where a hurricane has blown offthe entire roof and the homeowner iswaiting for the inspector to assess thedamage, the underlayment may be theonly protection the home has forweeks or even months. And, the lowerthe slope of the roof, the more likely itis for water and wind-driven rain tomake their way under the roofingmaterials and cause leaks.Among the features and character-

istics to look for in an underlayment,

WITH NEWLY engineered technologies in roofing underlayments, deal-ers can help their customers stand out as the better roofers, who addextra protection to every job. (Photos by Propex)

captive audience and a way for the roofer to stand out. Thehomeowner can be assured that the water infiltration won’thappen again by upgrading to a better underlayment.The evolution of using fabric barriers when installing

roofing started decades ago with tar paper or felt paper,which is plentiful and cheap, but traditionally has had prob-lems with leaks and tearing. Felt paper is slippery and sub-ject to tearing when walked on, dirty to handle, and if leaksrun through it, can damage the interior with oily blackresidue. These materials made resource management andjuggling roofing jobs difficult, because they had to be cov-ered rather quickly.As an alternative, synthetic plastic sheeting came along

in the late 1990s—but had even more severe problems withslipping, was not convenient to work with, and does nothold a chalk line very well. Morning dew or debris collect-ed on the plastic material could wreak havoc, jeopardizingworker safety and slowing productivity.Today’s market finds advances in product development

over synthetic plastic sheet and felt. Highly engineeredblanket technology, for example, has excellent traction,extended UV resistance, tear resistance, better fastenerretention, and improved strength. These benefits, whichcontribute to a speedier installation and peace of mind forthe roofer and their customer, far outweigh any nominalcosts added to the job. In fact, our recent pricing elasticity studies found that

roofing contractors are willing to pay more for a qualityunderlayment. The upgraded underlayment also gives youand your customer a way to stand out in the market.Roofing contractors can separate themselves from lower-end roofers by offering added protection. With resistance to UV degradation and moisture, the

more highly engineered materials will allow your cus-tomers to improve operational and crew efficiencies sincethey can start another job and go back days or weeks laterto finish. This makes juggling several projects much easier,especially if one job gets stalled for any reason. LBM dealers who do some investigation on new, higher

traction and moisture-impermeable underlayment technolo-gy can steer their customers to better roofing jobs. Not onlydo these new technologies protect the roof from damaging

leaks, but also protect the dealer and roofing contractorfrom take-backs and callbacks. It’s a winning formulawhen everyone does it right the first time.

– Ralph Bruno is executive vice president of Opus RoofBlanket manufacturer Propex Operating Co., Chattanooga, Tn.Contact him at (423) 892-8080 or via www.propexinc.com.

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



toady?” and they will now be ready and willing to listen tous. Weird, huh?

PrepareTo be great listeners we need to clear our minds. Many

sellers are so concerned about what they are going to saythat they can barely hear, much less understand, and evenfewer pick up the nuance of their customer’s communica-tion—and the nuance is where the closing information is. Salespeople try to help customers make buying deci-

sions by talking about logical things (the specs), but talkingabout the specifications of anything does not get the busi-ness. What gets the business is knowing the emotionalimpact the specifications have on the customer and whichone, out of all the specs, is emotionally most important. This information—the nuanced, emotional, closing

information—can only be garnered through active, no,intensely active listening. In fact, customers won’t sharekey information with someone they don’t think is listeningto them.

Smart Dogs, Smarter HumansThe dumbest dog in the world knows what we are feel-

ing. For argument’s sake, let’s say the dumbest humanbeing is smarter than the smartest dog in the world. Con-sequently, all human beings know what we are thinking.They can feel it. If we’re thinking about what we’re goingto say next, the customer will feel it. When they do, theircommunication with us will be stifled and incomplete.

Quieting Our MindsWhen we have our own thoughts—for example, “What

am I going to say?” clanging around in our heads—it is dif-ficult to hear our customers. We must prepare our strategyand what we are going to say, before the call. Prepared isrelaxed. Relaxed is the state of the great listener. When weare relaxed, our customers will want to shareinformation with us and buy from us. Try this: Before you talk to your cus-

tomer, take a deep breath and blow it out.Relaaaaax, review your strategy, and thenthink about your customer and what yourcustomer wants to talk about. Writedown three questions. Thenmake the call. Communicationwill be stronger and you willclose more.

James OlsenReality Sales Training

(503) [email protected]

EVERYBODY IS DYING TO talk and no one is listening.Listening is a lost art. Poor listeners used to steal a

look over a person’s shoulder while they were talking tothem. Today they are looking at their Blackberries whilethey talk at each other. That makes listening a rare andvaluable commodity that people will pay for. Listening is the secret weapon of sales. When was the

last time you were really listened to? How did it feel?Fantastic, right? In a way, relaxing. Professional psycholo-gists, psychotherapists, teachers, men and women of theclergy and sometimes our mothers and fathers are great lis-teners (or should be), and when they are they leave us witha feeling of calm, of feeling better.

Listen!? – I can’t get them to talk!We ask our customer a question about themselves, their

business, their family or the weather (it works) and whilethey are responding, we listen and then ask a follow upquestion. The follow-up question is the key to great listen-ing.Within the emotional skill set that is listening, the use of

the follow-up question is a technical skill that is useful. Weactively listen while our customer is talking. Active listen-ing is thinking about what the customer is saying, while heis saying it. Since we think eight times faster than we talk,thinking of an interested and interesting follow-up questionwill be (should be!) easy.Think about the last time you brought up something you

were excited about and the person listening to you changedthe subject after your first sentence. Doesn’t feel that great,right? That’s how we make our customers feel when wesay, “Yeah that’s great, and so what do you need today?”What they need is to be listened to! Don’t be in such ahurry to get to the business part of the call, especially whenthe customer is talking. When a customer is listened tothoroughly, they will say, “So what have you got for me

OLSEN On SalesBy James Olsen

Are you listening?


TREATERS WITH INTEGRITY, TAKING CARE OF TOMORROW’S NEEDS TODAY

ACQ ACQPreserve • BoratesD-Blaze® Interior Fire Retardant

Heat Treating ISPM 15 Compliant • Custom DryingRail Served BNSF • TPI Third Party Inspected

FSC Certified SCS-COC-002513

909-350-121415500 Valencia Ave. (Box 1070), Fontana, CA 92335

Fax 909-350-9623 • email – [email protected]

DEALER BriefsCentral Valley Builders

Supply, St. Helena, Ca., added a newgarden center (Ali DeVoid, garden cen-ter mgr.).

Spenard Builders Supply,Wasilla, Ak., reported the theft of over$2,600 worth of power tools May 20.

Ace Hardware is considering asite in Kamas, Ut.

Ridley’s last month opened a14,000-sq. ft. Ace Hardware store inOrem, Ut.

Rocky Mountain Ace Hard-ware stores unveiled their new, inter-active website at www.myhelpfulace.com/rockymountain, including links to81 locations in Colorado, New Mexico,Utah, and Wyoming.

Ace Hardware ranks highest inbuyer satisfaction of customers at homeimprovement stores, according to arecent study conducted by J.D. Power &Associates.

Lowe’s is ready to break groundon a new store in Colorado Springs, Co.

In all, the chain plans to add about25 new stores this year, bringing itstotal to 1,774 locations in the U.S.,Canada and Mexico.

Fortuna Ace Hardware &Garden Center, Fortuna, Ca., wasnamed Business of the Year by thelocal Chamber of Commerce.

Southgate Hardware, Payson,Ut., celebrating its 20th anniversary,was named Business of the Month bythe local Chamber of Commerce.

BMC Opens Big in Denver BMC has opened a new lumber-

yard/distribution center in Denver,Co., serving Colorado’s Front Range,as well as Summit County andSouthern Wyoming. “The location of this new distribu-

tion center and lumberyard is criticalto the re-emergence of the residentialhousing market in the Denver Metroand Colorado markets,” said c.e.o.Peter Alexander.Chris Jones, manager, will oversee

the lumber and distribution center. Itsits on a leased, 10-acre site served bythe Rio Grande railroad. Products carried at the facility

include I-joists, engineered woodproducts, dimensional framing lum-ber, panel products, and job-site con-struction supplies.BMC, formerly BMC West, is

based in Boise, Id.

Big Bear Grabs DIY Center Jess Ruf has opened a second DIY

Home Center in Big Bear Lake, Ca.,after debuting the new format lastsummer in S. Lake Tahoe, Ca.Ruf had been trying to open a store

for do-it-yourselfers in Big Bear fornine years, hoping to “keep more dol-lars on the mountain,” according toMike Mauck, v.p. of operations. Because local yards Butcher’s

Block and Riffenburgh Lumber caterto pros, many locals had been drivingdown to the big box stores in SanBernardino and Victorville, said v.p.of marketing Laura Shanders.Renee Cirrone has transferred to

manage the new location, while herformer assistant, Jordan Haun, suc-ceeds her as store manager in S. LakeTahoe.Ruf also owns seven California Do

it Centers; Virgil’s Hardware,Glendale, Ca.; wholesaler Neiman

Reed Lumber, Panorama City, Ca.,and Patioworld showrooms through-out the state.

Explosion Kills MillworkerOne worker was killed and two

others were injured in an explosion atStimson Lumber’s mill in Gaston, Or.On May 11, the men were disman-

tling a hydraulic accumulator, a 6-footsteel pipe holding hydraulic fluidunder pressure by compressed gas—unaware that the pressure had notbeen released. “The cap exploded from the end of

the canister, striking two of the work-ers and injuring a third,” said fire dis-trict spokesman Ken Bilderback.Steve Allen, 60, was airlifted to a

Portland, Or., hospital, where he waspronounced dead. He had worked forStimson for 30 years and was weeksaway from retirement. Co-worker Raymond “Butch”

Perdew Jr., 58, was taken by ambu-lance to the trauma unit after beingstruck in the leg. William Elliott, 40,suffered a less severe shoulder injury.

Trex Buys Steel DeckSubstructure ManufacturerTrex Co., Winchester, Va,

acquired the assets of steel deck fram-ing manufacturer Iron Deck Corp.,Denver, Co.Using the newly acquired technol-

ogy, Trex’s plants in Winchester andFernley, Nv., will manufacture newTrex Elevations Steel Deck Framing.“This product line extension will

allow us to continue gaining marketshare in the rapidly growing ultralow-maintenance category, whilepositioning our brand for strategicexpansion into the $1.9 billion decksubstructure market,” said RonKaplan, Trex chairman, president andc.e.o.


SUPPLIER BriefsFreres Lumber Co. indefinitely trimmed plywood pro-

duction by one third at its facility in Mill City, Or., laying off 45workers.

Seneca Sawmill Co. has built a new biomass energyplant in Eugene, Or.

Stimson Lumber is installing a new USNR primarybreakdown line at its mill in Tillamook, Or.

The line will process Douglas fir, hemlock and spruce logsof 5" diameter x 8' long, to a maximum 26” diameter x 10’ long,at speeds up to 600 ft. per minute. The supply will feature areciprocating quad roll log turner and centering sharp chainsystem. Optimization will include the Smart TriCam scanningsystem with MillExpert operating platform.

Hall Forest Products, Puyallup, Wa., is now carryingGenova Products’ Genovations PVC decking.

iLevel by Weyerhaeuser now distributes JamesHardie fiber cement siding and trim products through itsPacific Northwest service centers.

Building Green Inc . , through its website atwww.buildinggreen.com, is offering Pharos, an independentresearch and selection tool that enables commercial buyers toevaluate product content, certifications, and other relevant dataabout building materials.

Celebrating 44 years of fine hardwoodmanufacture and distributionFor the finest service in the industry,

call on Swaner for a steady, reliable source ofquality hardwood products at competitive prices.

• Hardwood Lumber / S4S• Hardwood Plywood• Custom Hardwood Moulding• Custom Hardwood Flooring

5 West Magnolia Blvd., Burbank, Ca. 91502Fax 818-846-3662

(800) 368-1108

Krauter Merges with Auto-StakKrauter Solutions, Indianapolis, In., and Auto-Stak,

Westwood, N.J., have merged, forming Krauter Auto-Stak.The new company, a division of Krauter, will be based

in Indianapolis, with field offices in Westwood andBurlington, Ontario, Canada. Chris Krauter will serve asc.e.o., and Mark Ritz will remain in Westwood as co-owner, executive v.p., and director of the lumber storagedivision. The automated, high-density Auto-Stak System will be

incorporated into the full line of Krauter racks, rack-sup-ported structures, steel frame retail/warehouse buildings,yard planning, design, engineering, and general construc-tion capabilities. “We’re very excited to have the two originators of the

most accepted lumber storage techniques coming togetherunder one roof,” Chris Krauter said. “They are comple-mentary products, so our companies have worked togetherin the past.”“Most of the time, when dealers need help in metal stor-

age products, they choose an Auto-Stak or a cantileveredrack system,” Ritz added. “Now we have one company thathas expertise in both.”

Roseburg Trims Plywood OutputRoseburg Forest Products cut back production in late

May at its plywood mills in Coquille, Dillard and Riddle,Or., due to market conditions.The mid-May layoffs included 50 workers at Coquille,

40+ at Dillard, and 130+ at Riddle.“The market is so bad, it might be a while before we

can hire them back,” said v.p. of human resources HankSnow, who predicted it could take as long as the end of theyear before the mills could begin re-hiring.

Jeld-Wen Parts with Minority StakeJeld-Wen, Klamath Falls, Or., agreed to sell a 39%

stake in the company to Toronto-based private-equityinvestment firm Onex Corp. for $675 million.The privately held window and door maker will keep its

existing management and give Onex two seats on its board. Separately, Jeld-Wen plans to sell nearly 50,000 acres

of property in Southern Oregon. On the block are eightparcels, which all include timberlands, worth a combined$25 million.

Activant, Epcor Merger FinalizedApax Partners has completed its purchase of Activant

Solutions, Livermore, Ca., and is merging it into recentlyacquired Epicor Software Corp., Irvine, Ca.Pervez Qureshi, Activant president and c.e.o. since

2006, has been promoted to president and c.e.o. of Epicor,succeeding George Klaus, who remains chairman. KathyCrusco is now executive v.p. and chief financial officer.

Mt. Taylor Ready for ComebackOne year after shutting down its moulding plant, Mt.

Taylor Millwork is resuming operation of the facility nearMilan, N.M., as a sawmill and wood pellet plant.

Pellet production is expected to begin at just over25,000 tons per year, gradually ramping up to a maximumcapacity of 70,000 tons.

The sawmill will cut cants, beams and other products upto 32’ long and can handle logs up to 42” in diameter.


DISPLAY of Plato cabinetry at the Kitchen Works showroom helps sparkideas for homeowners contemplating a remodel.

OKAY, YOU’RE 65 and blessed with four daughters, whoaren’t interested in taking over the business. If you’re

George Senkler, second-generation owner of ConcordLumber Corp., Littleton, Ma., you’ve got some choices.Sure, you can parlay with a competitor. But if you sell,instead, to your own staff, you can create a win-win situa-tion that reaps you the important tax benefits of such a sale

Change wecan believe in

COMPETITIVE IntelligenceBy Carla Waldemar

while assuring them they’ll still keep the jobs they love. It gets even better. Under Concord’s ESOP (Employee

Stock Ownership Plan), employees’ retirement benefits are100% funded by the company (meaning, no need to pitchin to a 401(k). And their shares of stock are likely toincrease in value: After an ESOP was initiated, Concordexperienced a “long, strong boom” of double-digit growthin years following its inception in 2001. “Nice,” agrees president Rick McCrobie, who started

out here in counter sales 30 years ago, “but long-term.” Tounderscore a more immediate pay-off, the ESOP fullyfunds Concord’s health insurance program, a benefit thattranslates to $13,000 per family per year. Run by a board of directors (Rick and his v.p., retired

owner Senkler, the former c.f.o., and an attorney specializ-ing in ESOP law), the plan is a boon to management, too.“We’re able to retain good employees—make them wantto work here, and work a lot harder—whereas, in privatecompanies, the owner takes the risks and also all the prof-its. If employees own the company, they share in its suc-cess—and that empowers people to look beyond their jobdescription and think about how they can improve the busi-ness. “In turn, we offer a very transparent operation. Employ-

ees all receive the financial statements and have access toall company records. Plus, at company meetings, we putout our current position, a three-year plan, a five-yearplan—and how those may have changed,” he demon-strates.And changed they have, both positively and, like any

lumberyard alive today, by undergoing some “corrections.”Whereas Concord formerly supplied builders’ entire subdi-visions and custom McMansions, today the focus is morescaled to single home builders and remodelers. Due tosound fiscal policies and astute expansions of marketshare, the books are still written in black ink and nextyear’s outlook is beginning to brighten, Rick notes.To supplement its yards in Concord and Littleton, the

company has spawned several divisions aimed at capturinga larger slice of the building pie. The Concord store hadalways offered a couple of kitchen vignettes in spare cor-ners of its lumberyard, which satisfied contractors—but the


guy who’d be interested. Can I bring him along?’ So nowour online registration includes a line to add a guest—andwe capture that info. Contractors are busy and don’talways have time for a sales pitch, but if you offer some-thing they need, and can benefit from, you can get yourmessage across at the same time.”This is just part of the robust marketing initiative

launched in 2008 to improve outreach within the con-straints of depressed market conditions—which translatesto looking beyond simply selling products to adding con-crete value for customers. By increasing its presence in thedownturn, Concord is positioned to emerge even strongerwhen business picks up. So, to continue the dialogue withits contractors—even those who are not yet back in a buy-ing mode—the company converted part of a warehouseinto a seminar room to offer classes. These go beyond thebeen-there, done-that product training to business prac-tices, such as a recent session called “Websites that Work,”another on the importance of contracts and use of liens,and yet another coaching remodelers on selling to home-owners—even installation clinics to prep crews for spring.And during lunch breaks, builders can walk through the

moulding and millwork operations to spark the “Geez! Inever knew…” fever. “Our sales force also can use thesetraining sessions as a value-added offering when approach-ing new costumers, so it’s less of a cold call,” Kristenadds.“Because we realize that architects are important influ-

encers for our window and moulding businesses, we orga-nized a CEU event that put our Forester Moulding profilebinder into the hands of 40 new architecture firms, whichhas driven an increase in their specifying it,” she reports.“Similarly, our three kitchen-planning events—open hous-es for homeowners with wine and cheese—each generatedat least two new kitchen sales, to say nothing of cross-salesof windows installation.” Concord Lumber, under Kristen’s lead, has revamped

its weekly email newsletters to reach beyond the blah feelof an insert flier to cover such topics as the new EPA rul-ing on lead paint. “We were the first in our area to bringEPA certification in-house and had builders from our com-petitors calling to get into the class.” Result: an over 50%increase in newsletter subscribers, who now have come tocount on Concord as the go-to folks for vital current infor-mation. (Homeowners and architects each receive theirown focused newsletters, too.) What’s ahead? Whatever develops, Concord’s renewed

focus on relationship-building by adding valued services isdestined to pay off. And, who knows? Acquisition ofanother yard may be more than likely—made all the easier by its ESOP pro-file. “The owner gets the tax bene-fit, and it also relieves him becausehis employees won’t have toundergo the stress of layoffs.Instead, they’ll become owners,which makes him more likely tosell to us than to our competi-tors,” Rick is convinced.“We’re set to grow. Todiversify.”

lady of the house, not so much. “So we decided to take it to the next level and launch

Kitchen Works, a separate showroom,” Rick explains. “It’sa matter of perception: People view a showroom as a moreprofessional presentation. We’re known locally, so folkshave a comfort level with us, like ‘They do things right.’We’ve been around—which is far different (in establishingconfidence) from searching the Internet or Yellow Pages.”To capture another segment of the package, Concord

launched Forester Millwork, a whole-house, trim-to-base-board, stairs-to-cabinets operation geared to serving mid-dle-of-the-road to high-end homes. Likewise, the purchaseof Forester Moulding four years ago, Rick says, “madesense for us. We launched the Concord Collection—chairrails to crown moulding—to drive business not only for usbut for our builders. It offers them an opportunity to setthemselves apart from the guy down the street—to offer abit more ‘bling.’ We manufacture in quantity to keep thecost down, so they can add that extra pizzazz for just a lit-tle more money.”Making customers’ lives even easier, Concord hosts its

own in-house architecture department, employing a staffarchitect and two assistants, who can provide “relativelyinexpensive plans to homeowners and builders—even sub-divisions,” says Rick. “We also do beam calculations, theengineering aspect.”And then—voila!—they also install. Windows and

doors and kitchens, at least, with more on the horizon. Thisservice, added in 2007, calls on a corps of chosen contrac-tors who have completed a training program. “Sure, we’recompeting with contractors, but not our contractors,” Rickexplains—“rather, the Renewal Windows of the world.And the advantage for the pros we use is, we take over allthe headaches of the install business—advertising and mar-keting, measuring, ordering, scheduling. We offer a five-year warranty. Now they don’t need to work nights andweekends doing quotes and chasing business. And we paythem every Friday. And, if, by accident, one of our con-tractors is bidding on the same job, we back off.” Teamwork in aggressively following up leads is vital to

Concord’s effective operation, and is another obvious win-win scheme in an organization whose employees all bene-fit monetarily from any one person’s success. Thus, thearchitecture department passes on leads to Concord’s teamof 13 framing salespeople, each boasting a loyal customerbase built upon years of service. The framing guys, whonotify the moulding, millwork and kitchen departments,receive an incentive bonus when that additional work issnared.Keeping ahead of the curve keeps Concord a major

player. “The business is changing. It’s more and more ser-vice-oriented,” Rick takes note. And acts upon it.Counter to popular wisdom generated by the recession,

Concord has not slashed inventory nor compromised oncustomer service by trimming to a bare-bones staff. “Wedidn’t want to be bogged down in that downward spiral,”attests marketing manager Kristen Koehler. “Instead, we’reseeing new customers coming to us because they can’t getserved at other local lumberyards. We’ve actually addedmore sale staff during the downturn to capitalize on theproblems some of our competitors are having.”In another proactive move, Concord has established an

education series that, says Kristen, “has brought a lot ofnew customers through our doors. For virtually everyevent, we’ve had an existing customer say, ‘I know another Carla Waldemar

[email protected]


sense to rent something that won’t get used very often.Growing household preference for just that kind of eco-nomic conservatism is reshaping the kinds of relationshipspeople are having with their stuff. A well-known example is Zipcar. For decades, no prod-

uct/consumer relationship was as intimate (and Freudian)as the one between people and their cars. But today, somepeople are leaving that paradigm behind for the planet-friendly and economical choice of car sharing. It is, per-haps, a new kind of consumer status symbol, but it isemblematic of a deeper movement that is redefining therole of manufactured goods in people’s lives and what itmeans to “consume.” People are looking to share almost everything: cars,

bikes, tools, and even skills. The rise of neighborhoodwork groups—neighbors organizing themselves to helpone another tackle home projects—recalls the days whencommunities came together for barn raisings. Meanwhile,professional tradespeople are branching out into new kindsof projects and are looking for short-term rentals of specif-ic tools, rather than having to invest in “retooling.” If customers want and need less stuff, then retailers

must adapt. Begin marketing your rental department’sgreen virtues. For those not yet renting tools and equip-ment, now’s the time to start. Talk to your pro customersand ask them what they need. Facilitate neighborhoodwork groups in your area and help create local tool lendinglibraries. Rent space in your parking lot for Zipcar or othercar-sharing.Think outside the box, too. Rent

electric cargo bikes (www.cargocycling.org) or portable solarpower generators (www.portable-solarpower.net) for off-the-gridconstruction projects. Getting intothe shareable mindset will notonly lead to more innovation,but it will unlock newincome streams and forgenew customer relation-ships.

Jay TomptManaging Partner

William Verde & Associates(415) 321-0848

[email protected]

Selling more in aworld that wants less

THE GREAT RECESSION, combined with growing aware-ness of how “consumerism” contributes to climate

change, has led to a surging movement of people simplify-ing their lifestyles and sharing more of the things theyneed—rather than blindly acquiring more stuff. In otherwords, more people are becoming conscientious consumersor disavowing the consumer label entirely. This is disaster for retailers, right? Not necessarily. For

retailers committed to green business practices, it’s justanother opportunity to serve their community. There areseveral ways that less consumption can be good for yourbottom line, as well as for the planet.It’s clear there is a broad spectrum of negative environ-

mental impacts associated with manufactured products,which a short Internet video, The Story of Stuff(www.thestoryofstuff.com), does a good job explaining. Ittakes energy to make things and move them from one sideof the planet to the other. Then there’s disposal and thepotential for toxic leachates to pollute groundwater. Themore we consume, the greater the impacts, so obviously,the less we consume, the fewer the impacts. That’s the30,000 foot view. Understanding this system is the first step in developing

green business models that replace inherent negativeimpacts with profitable, regenerative outcomes. All welland good, but how can merchants make money by sellingless stuff? One strategy is rethinking goods in terms of ser-vices: selling fewer goods, but selling more of the servicesthose goods provide. This idea’s been around for a long time in our industry,

in the form of tool and carpet shampoo rental. It makes

GREEN RetailingBy Jay Tompt


ONCE VIEWED as just a simple commodity, sales of gut-ter filtration systems have increased dramatically over

the past few years given the product’s added value inimproving stormwater management, enhancing structures’durability, and controlling pest problems in homes andcommercial buildings.Unfortunately, many dealers and both their consumer

and pro customers may not be fully acquainted with all thesystems’ advantages. They can virtually eliminate:• sags and related damage caused by the build-up of

clogged water and other debris; • overflows that cause landscaping erosion, foundation

cracking, and other structural failures to homes and all

PRODUCT SpotlightBy Tim Croll, FXI Building Products

Carve out a nichein gutter protection

GUTTER PROTECTION systems such as FXI’s Leaf Defier preventdebris from clogging channels to keep water draining freely.

(Please turn to page 26)

Drive Us anywhere and everywhere

© 2011 Simpson Strong-Tie Company Inc. FASTEN10-D

Fasten your tool belts. Simpson Strong-Tie has hit the accelerator with its offering of high-performance fasteners. Our new and extensive line of premium stainless-steel screws and nails offer corrosion resistance and a long life span from frame to fi nish. Our Quik Drive® collated screws are designed for many different applications, including roofs, subfl oors and decks. And our selection of structural fasteners continues to increase with our new Strong-Drive® SD structural-connector screws and stainless-steel SDS screws. For the most complete line of fasteners that you can quickly drive anywhere and everywhere, make sure you stock Simpson Strong-Tie.

To see all of our innovative fastener solutions, visit www.strongtie.com/fasten or call 800-999-5099.

FASTEN10-D_8_1-4x10_7-8.indd 1 5/11/11 12:42 PM


HUFF LUMBER COMPANYSANTA FE SPRINGS, CALIFORNIA

800-347-4833

OOlldd WWoorrlldd CCrraaffttssmmaannsshhiippIInn TTooddaayy’’ss DDeessiiggnnss

TTrruu--DDrryyTTiimmbbeerrss

Geo. M. Huff Lumber Co. hasteamed up with Forest GroveLumber to become the exclusiveSouthern California stockingdistributor of Tru-Dry Timbers.

All FGL Tru-Dry timbers aredried in “HeatWave USA’s RFV”kilns, which use clean, renewableenergy and have zero emissions.

Tru-Dry timbers are driedcompletely and evenly through-out so you won’t experience thesticky problems often encoun-tered with beams that are notdried to the core.

Combine our selection ofDouglas fir timbers along withour skilled milling staff andyou’ve got one of the bestresources in Southern California.

LLaarrggee IInnvveennttoorryy iinn SSttoocckk

forms of buildings;• accumulation of biological pollu-

tants, such as mold and mildew, incrawlspaces, drywall, subfloors, car-pets and basements, and• all types of pests and insects from

entering, nesting and feeding withingutter channels. Even if cleaned regularly, unpro-

tected gutters can become cloggedwith twigs, leaves, pine needles,seeds, acorns and animal remains.Reliable and tested gutter protectionproducts have been proven to directthe free-flow of water and particulatesthrough gutter valleys, while eliminat-ing the numerous problems created bythese obstructions.In addition, these systems can also

help eliminate threats to indoor airquality. This is because clogged gut-ters can cause seepage, which canlead to the growth of mold in drywall,subfloors, carpets and rooftops. As aresult, quality gutter filtration systemscan improve the interior environmen-tal quality of structures by consistent-ly funneling water away fromrooftops and reducing the opportunityfor moisture to penetrate buildingenvelopes.Furthermore, research within the

pest management field has also con-firmed the potential benefits of gutterfiltration systems, which if used prop-erly can change conducive conditionsaway from pests, critters and insects,and toward building and facility man-agers. Devices can keep gutter path-ways clear of potential food sources,while helping to prevent all forms ofpests from entering the gutter cavity,including breeding insects such asmosquitoes and carpenter ants. A little knowledge can be a deal-

er’s best ally for selling certified gut-ter filtration systems. They can notonly be easily installed by buildercustomers at appreciable profit mar-gins, but also last for years withoutthe need for additional maintenanceor ongoing call backs.

– Tim Croll is manager of businessdevelopment for gutter filtration systemmanufacturer FXI Building ProductsCorp. Reach him at (866) 795-4770 [email protected].

Gutter Protection(Continued from page 24)

Lowe’s, Mooresville, N.C., pur-chased a minority stake in SungevityInc., Oakland, Ca., and will offer thecompany’s solar leasing program insome of its California stores. “Our goal is to take this solar

offering to the masses,” saidSungevity founder Danny Kennedy.“We’re gearing up for the demand,and that’s part of the reason for theLowe’s investment.”Lowe’s will provide in-store

quotes for installation of solar panels

that are owned by Sungevity andleased to consumers for a monthlyfee. The chain will eventually offerthe program at other stores throughoutCalifornia and in other states whereSungevity operates—Colorado,Arizona, Delaware, Massachusetts,Maryland, New Jersey, and NewYork. Home Depot, Atlanta, Ga., has a

similar partnership with SolarCityInc., San Mateo, Ca., which installssystems in California and Arizona.

The chain also partners with SunRunInc., San Francisco, Ca., in Hawaii,Massachusetts, New Jersey, andPennsylvania.

Big Boxes Warm Up to Solar

WINE STAIN

SUNTAN LOTION STAIN

BBQ SAUCE STAIN

COFFEE STAINWEATHER FADE

CRAYON STAIN

SUN FADE

Take a closer look at any Fiberon Horizon deck with PermaTech, and you’ll see the decking industry’s fi rst stain and fade warranty, now covering your client’s deck for an incredible 25 years. It’s an innovation which means virtually no resulting callbacks. You’ll also see a whole host of other industry fi rsts. Like the fi rst multichromatic, technologically streaked surfaces that provide the appearance of fi ne hardwoods. In fact, with six great colors to choose from, it’s not surprising more customers are asking for Fiberon. Find a retailer near you at fi berondecking.com.

It’s easy to miss the benefi ts of our stain and fade warranty.

VIEW DEMO


REEL1321 N. Kraemer Blvd. (Box 879), Anaheim, Ca. 92806

Fax 714-630-3190(714) 632-1988 • (800) 675-REEL

3518 Chicago Ave., Riverside, Ca. 92507(951) 781-0564

www.reellumber.com

LUMBERSERVICE

At Reel Lumber Service, we supplydomestic and foreign hardwoods.Our products and services include:• Hardwood Lumber & Pine• Hardwood Plywood & Veneers• Melamine Plywood• Hardwood Moulding (alder, cherry,mahogany, MDF, maple, red oak, paint grade,

pecan hickory, white oak, walnut, beech)

• Milling (moulding profiles, S2S, SLR1E,SLR2E, & resawn lumber)

• Woodworking Accessories (appliques,ornaments, butcher blocks, corbels, etc.)

• Woodworking Supplies (deft finishes,color putty, adhesives, etc.)

Our products are widely used in interior finish carpentry, furniture, cabinetry and hundreds of industrial andmanufacturing applications. We stock acomplete line of complementary productsto complete virtually any woodworking or millwork project.

WholesaleIndustrial Lumber

Kenny Fagundes, ex-InternationalWood Products, has joined thesales team at Redwood EmpireWholesale, working from San Joseand Morgan Hill, Ca.

Robert Keyes Jr. has been namedsales mgr. of PrimeSourceBuilding Products, Santa FeSprings, Ca.

Bob Marks has retired after 52 yearsin the industry, the last eight as aproduct mgr. and salesman withBoise Cascade, Riverside, Ca.

Craig O’Rourke, ex-LouisianaPacific, is new to the sales staff atSun Mountain Lumber, DeerLodge, Mt.

Wes White has been promoted topresident and c.e.o. of HambroForest Products, Crescent City, Ca.He succeeds Dwayne Reichlin,who retired May 2 after 43 yearswith the company, but will remainon the board of directors.

Robin Soehl has been appointed v.p.-strategy & channel developmentfor HD Supply FacilitiesMaintenance, San Diego, Ca.

MOVERS & Shakers

Steve Mahurin has been namedexecutive v.p. and chief merchan-dising officer for Orchard SupplyHardware, San Jose, Ca. Hereplaces Steve Olsen, who is nowsenior v.p. and chief strategy offi-cer.

Doug Fenwick, Osmose, Griffin, Ga.,has been promoted to v.p.-cus-tomer services for the U.S. WoodPreserving Group.

Alistair Cook has been promoted tosenior v.p.-wood products opera-tions-Canada for Canfor Corp.,Vancouver, B.C. Mark Feldingeris now senior v.p.-forestry/envi-ronment & energy; WayneGuthrie, senior v.p.-sales & mar-keting; Alan Nicholl, senior v.p.-finance and chief financial officer,and Douglas Warstler, president-U.S. operations.

Bob Schneider has been appointedOSB sales mgr. for Louisiana-Pacific, Nashville, Tn.

Michael Gorey has been named c.e.o.and president of Propex OperatingCo.

Jason Fraler is heading the new debtadvisory & placement practiceformed by Building IndustryPartners, Dallas, Tx.

Kyle Williams is overseeing BMC’snew lumberyard in Houston, Tx.

Jordan Hollis has joined the salesstaff at Finnforest USA.

Thomas L. Saeli was named c.e.o. ofDuro-Last Roofing.

Mark Knurek has been promoted todirector of marketing & productdevelopment for Moen’s commer-cial business unit.

Kurt Lanwehr, Hardwood Indus-tries, Seattle, Wa., was appointedto the board of directors of theWestern Hardwood Association.

Rick R. Holley, president and c.e.o.,Plum Creek Timber Co., Seattle,Wa., was elected to the board ofutility concern Avista Corp.,Spokane, Wa.

Rhoda Ledder is the new secretary atMungus-Fungus Forest Products,Climax, Nv., report owners HughMungus and Freddy Fungus.


WHETHER IT’S FRAMING, panelingor decking, wood has been the

top selection of builders for decades. But let’s talk about pressure treated

wood for a minute: this old familiarstill holds the number one spot when itcomes to decking material of choice.This durable, beautiful, tried-and-trueproduct has grown and adapted withthe marketplace over the last decade—but how much do you really knowabout it? Test yourself and see!

True or False?• Real pressure treated wood

decking has one of the lowest envi-ronmental impacts overall amongdecking materials.

TRUE. Wood requires less energyto manufacture and releases substan-tially less greenhouse gases than alter-native decking products.

• Pressure treated wood is safefor residential use around people orpets.

TRUE. Pressure-treated wood issafe for the home and garden.

• Pressure treated wood deckingcontains arsenic or other toxins.

FALSE. Pressure treated woodproducts intended for residential and

recreational use are manufactured withwaterborne preservatives. The U.S.Environmental Protection Agency,which evaluates and registers preserv-atives for specific treated wood appli-cations, has never found any unrea-sonable risk to human health and theenvironment from the preservativesused in pressure treated wood. In fact,approved preservatives used in themarketplace right now are not evenrequired to be registered with theEPA.

• Pressure treated wood is thestrongest decking material on themarket.

TRUE. Real pressure treated woodis the only material strong enough tosupport itself.

• Choosing wood decking is badfor the environment.

FALSE. Wood is 100% renewable,recyclable, reusable and biodegrad-able. Each year, more trees are plantedthan are harvested, resulting inhealthy, thriving forests. Sustainableforests in the U.S. are in bettershape—and more plentiful!—thanthey were a century ago. Scientists know that young trees

use less oxygen and are better at car-bon sequestration. Bottom line: young,vibrant, well-managed forests = ahealthier breathing environment for allof us.

Next time a customer asks for adecking material opinion, stop andthink. Maybe even do a little researchyourself online. Then go with theenvironmentally friendly, renewableresource that’s strong, durable, beauti-ful and affordable—choose real wood.

Do you knowtreated wood?Take the quiz!

SPECIAL FocusBy Southeastern Lumber Manufacturers Association

YOU CAN’T STOP THE RAIN. YOU CAN, HOWEVER, OUT-ENGINEER IT.


Weather happens. Wet wood swells. Such are the facts. The good news is, at last there’s a solution engineered

to address the challenge head on. PointSIX™ Flooring and pointSIX Durastrand Flooring feature a patented tapered-edge technology that offsets the effects of moisture, eliminating the need for sanding.

Rain? We say, bring it on. Download your free white paper: www.pointsixflooring.com

Cost more? No. Work better? Yes. End of story.

FAMILY BusinessBy Mark Green

IN THE AGE of always-on informa-tion, the line between public and

private is becoming increasinglyblurred. News programs and articles are

filled with unnamed sources divulgingcorporate secrets and leaking policydecisions. Armies of paparazzi followcelebrities’ every move, turning themost intimate details of their livesinto fodder for tabloid magazines. The information on MySpace and

Facebook pages spreads across theInternet, turning private informationpublic without the original author’sknowledge or consent. In short, noth-

ing is confidential.Only a generation ago, people val-

ued confidentiality and privacy,equating it with loyalty. Today, how-ever, the notion of confidentialityhardly exists. People rarely keepsecrets; individuals share their privatethoughts with total strangers in blogsand online forums. Therefore, it isreasonable to be concerned that manyin your family-owned business willtreat non-personal and confidentialbusiness information at least as non-chalantly.

Even if a strong sense of privacyhas eroded in our broader culture,

Confidentiality inthe information age

businesses still need ways to handleconfidential information. This can beparticularly challenging in a familybusiness, where the additional distinc-tion between business and family canadd complexity to notions of confi-dentiality. Based on my experience



Weather happens. Wet wood swells. Such are the facts. The good news is, at last there’s a solution engineered

to address the challenge head on. PointSIX™ Flooring and pointSIX Durastrand Flooring feature a patented tapered-edge technology that offsets the effects of moisture, eliminating the need for sanding.

Rain? We say, bring it on. Download your free white paper: www.pointsixflooring.com

Cost more? No. Work better? Yes. End of story.

working with family businesses, Ioffer the following tips on handlingconfidential information in an agewhere confidentiality and privacy areincreasingly undervalued.AAssssuummee TThhaatt TThheerree WWiillll BBee aaBBrreeaacchh ooff CCoonnffiiddeennttiiaalliittyyFirst, assume that most information

will not be kept confidential. Manypeople do not understand confiden-tiality. The younger generation, inparticular, has been raised in an envi-ronment where people rarely keepsecrets. Assume that whatever yousay, even behind closed doors or in aprivate meeting, can and will beshared with others. For those decision makers with

whom you must share confidentialinformation, be explicit in your expla-nations of what you mean by “confi-dential.” Remind them that part ofearning the full trust of leadershipmeans demonstrating an ability toreliably keep necessary confidences.

In addition, assume that all elec-tronic files will be shared.Documents, spreadsheets, and espe-cially emails tend to have a life oftheir own, reaching far beyond theirintended audience. Never use emailwhen you need to communicate

something privately, since emails canbe forwarded with a simple click.Confidential information is most safe-ly shared through face-to-face com-munication.CClloossee tthhee DDoooorrssTrust is often one of the greatest

assets of the family business, so enter-prising families have a lot to lose ifthey don’t safeguard trust effectively.For any family business to succeed,the family must agree that what hap-pens behind closed doors stays there. As a consultant, I often teach fami-

ly business owners that conflict anddisagreements are fine, as long asthey are worked through behindclosed doors. When the stakeholdersin a family business have a closed-door conversation, no matter whattype of conflicts or heated discussionsmay occur, they need to be able topresent a united front as soon as thedoors are reopened. Doing anythingless violates trust and invites others tosecond-guess the business’ leadership. Family businesses cannot risk

appearing divided when they are infront of their employees. Adopting aformal code of conduct that toucheson these types of issues can be benefi-cial, because it sets rules and guide-

lines for working through confidentialmatters while establishing clear con-sequences for violating those rules.SSeeeekk aa CCoommmmoonn DDeeffiinniittiioonn ooffCCoonnffiiddeennttiiaalliittyyIn a multigenerational workplace,

employees have very different under-standings, assumptions, and expecta-tions of confidentiality, even whenthey come from a single family.Generations X and Y (people bornbetween the mid-1960s and the early1990s) have grown up in a culturethat does not strive to maintain confi-dentiality. In general, they do notunderstand or respect privacy. This is not a criticism; it is merely

a fact. This is different from the worldin which the older generations wereraised, when privacy and confidential-ity were respected and highly valued.

Because of these differentassumptions and understanding, wemust be more careful with our lan-guage. Stock phrases like “keep thisunder your hat” and “you didn’t hearit from me” have lost their meaning.Today, we might be more likely touse these phrases to get others’ atten-tion and practically guarantee that the

(Please turn to page 36)


Western Building Material Asso-ciation will gather July 20-22 for itsmid-year meeting at Coeur d’AleneResort, Coeur d’Alene. Id.The event will begin with a golf

tournament, and tennis, hiking, boat-ing, and swimming are also available.A highlight will be a family dinnercruise.

Mountain States Lumber &Building Materials Dealers Asso-ciation has set its annual ColoradoWOOD Council golf tournament forJuly 19 at The Ranch Golf & CountryClub, Westminster, Co. The group’s Western Slope golf

tournament will be Sept. 9 at RifleCreek Golf Course, Rifle, Co. MSLBMDA has slated its annual

fall conference for Oct. 6-8 atAmeristar Casino, Resort & Spa,Black Hawk, Co.

Lumber Association of Califor-nia & Nevada’s 2nd Growth groupwill host its annual summer confer-ence July 21-22 at Rancho LasPalmas Resort & Spa, RanchoMirage, Ca. The first day will start with a golf

tournament and end with an openingreception, dinner, and program featur-ing Kurt Swann, with a hilarious eco-nomic forecast for the LBM industry. The second day will kick off with

Gordon Culbertson, Forest2Market,speaking on “The China Syndrome:How Will Historical Trends AffectingTimber Resources and Growth inDeveloping Countries Shape FutureU.S. Markets?”

ASSOCIATION Update

EIGHT MARINES played in the 4th annualDon Gregson Memorial Golf Tournament host-ed May 20 by the Southern California Hoo-HooClub at San Dimas Canyon Golf Course, San

Dimas, Ca., which benefited the WoundedWarrior Project, City of Hope, and the PacificNorthwest Teacher Forestry Tour. (See pages46-47 for more photos.)

Later that day, a panel of industryprofessionals will discuss “IndustryMentoring: Our Past, Present andFuture.”

Southern Oregon Lumberman’sAssociation will play golf July 28 atRogue River Country Club, Medford.

Hoo-Hoo International is prepar-ing for its 119th annual conventionSept. 9-13 at Harbour Towers Hotel,Victoria, B.C., hosted by the localCowichan Valley Hoo-Hoo Club.The agenda includes meetings,

business sessions, receptions, andtours of Buchart Gardens, the ForestMuseum, and Chemainus Murals.

Contractor Supply ReopensSteve Amaral and Gabe Gookin,

who closed The Yard Lumber &Fence Supply, Modesto, Ca., in 2009,have reopened the facility, minus thelumber and fencing.Now called simply The Yard, the

business sells dry-stack mortarlessblocks made by Cal-Lok, Basaliteinterlocking paving stones, landscapewalls, and sacked concrete products.It also installs fence walls for residen-tial and commercial properties.

Fire Damages Montana MillAuthorities are investigating a fire

at Gebhardt’s Post Plant & Sawmill,Roundup, Mt., that destroyed twobuildings, damaged a third, andinjured one firefighter.Co-owner Kelly Gebhardt estimat-

ed damages of at least $200,000. Lost


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

THUNDERBOLT WOOD TREATING“We Treat Wood Right”……QQuuaalliittyy WWoooodd TTrreeaattiinngg SSeerrvviicceess SSiinnccee 11997777

wwwwww..tthhuunnddeerrbboollttwwooooddttrreeaattiinngg..ccoommCCeennttrraall CCaalliiffoorrnniiaa LLooccaattiioonn

3400 Patterson Rd., Riverbank, Ca. 95367SSaaccrraammeennttoo,, CCAA

Bob Palacioz, sales/marketing mgr. • [email protected](916) 402-3248 • Fax (916) 339-2477

MMaarriinnee && IInndduussttrriiaall SSaalleessMiguel Gutierrez • [email protected]

(209) 747-7773 • Fax (209) 451-0425

Treating Services Only (TSO)

AACCQQ •• CCCCAA •• BBOORRAATTEESSDD--BBLLAAZZEE® •• AACCZZAA ((CCHHEEMMOONNIITTEE®))Heat Treating • Drying Services (KD, KDAT)

Marine Piling • Staining Service • Rail Siding (BNSF)

CCooaattiinngg SSeerrvviiccee:: MFI-SLO8 Marine GradeSpray Polyurea Coating

in the May 15 blaze were more than10 tons of bolts, tires, radiators, oil fil-ters, electric motors, truck parts,welders, and air compressors.While battling the blaze, one fire-

fighter suffered a shoulder injury. The business was back open the

following morning, though “barely,”according to Gebhardt.

Oregon Manufacturer Movesto Veneer-Wrapped AluminumGoing green by veneer-wrapping

aluminum for ceiling panels, soffitsand window casings has helped Con-tact Industries, Clackamas, Or., weath-er the collapse of the housing marketand the trend to manufacturing over-seas.Bob Horton, v.p. of manufacturing,

said Contact has invested substantiallyin new technology to create a line ofveneer-wrapped aluminum products. Ithas also learned how to conductflame-spread testing to meet fire-safe-ty specifications. “I think having an intense focus on

developing new green products thatmeet the current safety requirementsand architectural design specificationsare the main reasons we are still here

in Prineville,” said Horton.The company is also developing

woodgrain photos of veneers, to beused in place of real wood veneers.“With the photo veneer you can have agreat-looking product with no mainte-nance, and you don’t have to worryabout the sun fading it, like you dowith real wood,” he said.

Depot Dials in Smarter PhonesHome Depot is arming employees

with a new kind of smartphone thatpromises to speed checkouts, betteranswer consumer questions, andimprove overall customer service. The hand-held First Phone func-

tions as phone, walkie-talkie, mobilecash register, and inventory manage-ment/business analytics tool. “It’smore efficient; there’s more time forhelping the customer,” said MikeGuhl, v.p. of store & credit systems.“They have all the information at theirfingertips.”The chain invested $64 million to

develop the technology and purchaseabout 30,000 devices, about 15 in eachof its U.S. stores. According to executives, the

device’s biggest benefit is the ability

to check out customers away from theregister. “This has been a tremendousbenefit in speeding up checkout,” saidexecutive v.p. Marvin Ellison. “We’regoing to continue to put a big empha-sis on it this year,” he said, noting thata camera will be added so store associ-ates can read the QR codes increasing-ly included on product labels.

Mill Site Cleanup Runs AfoulA developer who wanted to build

homes on Willamette Industries’ for-mer mill site in Sweet Home, Or.,faces up to five years in prison and afine of up to $250,000 for violationsof the Clear Air Act. Dan Desler, 67, managing partner

of Western States Land RelianceTrust, is charged with hiring an unli-censed contractor to perform demoli-tion and renovation at the site, failingto conduct a proper survey, not pro-viding nearby residents with propernotice, plus six counts of work prac-tice violations. In 2009, the EPA supervised clean

up of more than four million lbs. ofasbestos-containing materials, whichwere discovered after a mill fire fiveyears earlier.


Cal Coast Wholesale Lumber, Inc.Pressure Treated Forest Products

Alkaline Copper Quat (ACQ)Custom Treating

Selected Inventory Available

P.O. Box 673 • 3150 Taylor Drive • Ukiah, Ca. 95482Phone 707-468-0141 • Fax 707-468-0660

Gene Pietila

Sales for Coast Wood Preserving

WHERE QUALITY IS AGELESSAnfinson 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 • Carol O’Connor

Outside Sales Darin Curran (949) 412-1894

Visit our website: www.anfinson.comFontana, CA Office and Mill: 13041 Union Avenue, Fontana, CA 92337

Fax: (951) 681-3566 • E-mail: [email protected]

WHOLESALE ONLY • MILL DIRECT & LCLinformation will be spread around, rather than be held inconfidence.

Family businesses have to make concerted efforts toestablish clearer boundaries for handling private informa-tion. Some families with whom we have worked meet thischallenge by prefacing confidential information, remindingeach other: “You’ll be told things here that you shouldn’teven tell your significant other.” While that may soundextreme or even inappropriate, it does make explicit wherethe boundaries lie.

In addition, I recommend that families invest time andenergy in educating their younger generation about whatconfidentiality means, why it is important, and how theycan ensure they are not inadvertently violating an impor-tant confidence of the business. There certainly is an argu-ment to be made for open and honest communication, butthere is also a need to respect privacy and prevent leaksthat could be hurtful to the family or the business.

As it is virtually impossible to keep a secret in theinformation age, the most viable long-term strategy is for afamily business to confront this challenge with educationand caution. Don’t assume that the younger generationunderstands confidentiality in the same way you might.Only share truly sensitive information once a person hasconsistently demonstrated he or she can appropriately han-dle confidential information.

– Mark Green is an associate of the Family BusinessConsulting Group, Marietta, Ga. He can be reached [email protected] or (800) 551-0633.

Reprinted with permission from The Family Business Advisor, a copy-righted publication of Family Enterprise Publishers. No portion of thisarticle may be reproduced without permission of Family EnterprisePublishers.

Family Business: Confidentiality(Continued from page 33)

Home Depot Drafts New SocialMedia Stars from the RanksHome Depot’s new team of social-media store associ-

ates spend two days a week managing social media contentat the chain’s regional offices in Orange County, Ca., andChicago, Il., as well as its headquarters in Atlanta, Ga. Onthe other three days, they don orange aprons and help storecustomers.“Finding all of the qualities we wanted in one person

took some doing. We literally went market to market meet-ing these people,” said Brad Shaw, vice president of corpo-rate communications. “The way to stay fresh and current isto stay in the aisle with vendors and customers. We alsowanted to be able to market them as real store associates.

These are not call-center people or marketers or merchantsor my communications team.”Once the 25-member team was assembled, they attend-

ed a two-day training session at headquarters and receiveda Flip video camera to upload video responses or demon-strations. The associates were also asked to keep their tworoles as separate as possible.“Anywhere someone wants a how-to video shot, they’re

coming to us,” said Shaw. “We knew our associates wouldbe good, but it’s just incredible to us just how great theyare on the content front.”


Floyd Vike, 76, former executivevice president of the building materi-als group at Willamette Industries,Albany, Or., died April 30 in LakeOswego, Or. After graduating from the

University of Oregon in 1961, hejoined Willamette as a plywood sales-man. He retired in 1997.

Richard C. “Dick” Nelson, 87,retired owner of Nelson Lumber Co.,Spokane, Wa., died May 3 inSpokane.During World War II, he served

with the Navy during the Okinawainvasion. After graduating fromStanford University and theUniversity of California, he and hisbrother, Sherb, started WesternPacific Lumber Dealers, Spokane. In 1955, he started his own lumber

brokerage firm and operated it for 30years.

Henry M. Bailey, 93, formerowner of Green Valley Lumber Co.,Roseburg, Or., died April 15 inRoseburg.During World War II, Mr. Bailey

served as a tail gunner in the 8th AirForce Liberator unit. In 1950, he partnered with Lloyd

Crenshaw and Jack Kerr to form

IN Memoriam

Green Valley Lumber. They movedthe business to Myrtle Beach, Or., inthe late 1950s and added A.B.McGuire as a partner in 1961. After the business was sold to

Fibreboard Corp. in 1969, he stayedon as Northwest regional manageruntil his retirement in 1977.

Lester Daws Jones, 85, retiredPacific Northwest lumber trader, diedMay 7 after a battle with Alzheimer’sdisease.

3370 Rippey Rd., Loomis, CA 95650 • www.lausmannlumber.com1-800-626-1233

Remanufacturing & Wholesale Distribution ofWRC • SPF • Pine/ESLP • Ipé • Redwood • WRC FJ

Specialty Sidings • FSC Certified Cedar (STK • A/Btr. • VG)

Stocking Distributor ofQuality Redwood produced by Agwood

Superior®

Brand siding 100% useableSTK Sidings & Trim

Exclusively Produced andDistributed by Lausmann Lumber

www.crawfordcreeklumber.comProud supplier for Lausmann Lumber

FSC CertifiedWestern Red Cedar

& Hemlock

Now distributing PanelCraftersCedar Knotty Plywood

PPAANNEELLCCRRAAFFTTEERRSS

A Division of

LLaazzyy SS LLuummbbeerr

A U.S. Marine veteran of WorldWar II, he began his lumber careerwith Weyerhaeuser Co., before join-ing Buckeye Pacific, Portland, Or.

Dan Weisenberger, 65, formerowner of Weisenberger’s AceHardware, Porterville, Ca., died of aheart attack May 19. He joined his father’s hardware

store after serving in the Army inVietnam. He bought the business in1973.

NAWLA SERVICE AWARD was presented toBuck Hutchison (left), Hutchison Lumber &Building Products, Adams City, Co., by MarkJunkins, McShan Lumber, Tuscaloosa, Al.,during the North American Wholesale LumberAssociation’s recent annual meeting inPortland, Or. (See pages 44-45 for moreNAWLA photos.)


Roof BarrierStorm-Stopper roofing under-

layment from MF Building Pro-ducts provides a barrier againstblowing rain, ice dams, and thebuildup of excessive water. A liner protects the product

until installation. Each roll is 67’long by 36” wide, packed in 200-sq. ft. cartons.� SOLUTIONS.MFMBP.COM(800) 882-7663

NEW Products

Fire Resistant CoatFomo’s Handi-Foam Ignition

Barrier provides fire protectionfor low-pressure spray polyure-thane foam.Non-toxic and low-VOC, the

product creates a carbon layerthat prohibits ignition of a fire ordelays its progress so a structurecan be vacated. � FOMO.COM(800) 321-5585

Glassy TilesCrossville’s Ebb & Flow

mosaic wall tiles combine thenatural beauty of stone and glass.Nine color blends have a

three-dimensional look, but areactually smooth for easy cleaningand maintenance.Sizes include 1/2”x1/2”

mosaics, 1/2”x3” stackedmosaics, and 1/2”x2”, 1/2”x4”,and 1/2”x6” linear mosaics.� CROSSVILLEINC.COM(800) 221-9093

Cavity ProtectionThe Cav-Air-Ator from Keene

Building Products is a full-walldrainage and ventilation mat forbrick or stone masonry walls.Light and flexible, the mat is

made up of an extruded polymermatrix of entangled monofila-ments that form block-shapedchannels. It prevents mortar from enter-

ing the cavity, clinging to wallties, and blocking weep holes.� KEENEBUILDING.COM(877) 514-5336

Self-AdhesiveUnderlaymentsMP Global Products offers

two, new self-adhesive underlay-ments for tile and natural stone.UltraLayer Peel & Stick is an

acoustic and protective mem-brane for use under stone andtile. TileQuick can be used as abacking for wall tile. Both products reduce the need

for thinset mortar, decreasingcleanup and drytime.� QUIETWALK.COM(888) 379-9695

All-in-One ProtectionStoEnergy Guard from Sto

Corp. bonds directly to a varietyof sheathing types, to reduceenergy consumption and protectagainst air, water, and fire. The product integrates a fluid-

applied, waterproof air and waterbarrier, sheathing joint andrough-opening protection, andcontinuous insulation to preventthermal bridging.� STOCORP.COM(800) 221-2397


Slim BricksHanson’s VersaThin brick is crafted from the com-

pany’s line of full-face bricks, allowing good match-ing for upgrades, retrofits, and expansions. More than 200 colors, 10 textures, 12 coatings, and

a variety of custom-cut profiles are available. � HANSONBRICK.COM(866) 259-6263

Sliding Pocket DoorsThe 4780 sliding pocket door by Ply Gem

Windows is designed to maximize the use of outdoorspace.Choices include 2’6”, 3’, and 4’ widths in 6’8” and

8’ heights, which can be configured into one, two, orthree panel groupings. Custom sizing is also available. The doors come in three colors—white, bronze,

and adobe gray—and can be further customized witheight grille patterns and energy-efficient glass.� PLYGEMWINDOWS.COM

(888) 975-9436


Stone-Look ColumnsDeckorators Cast Stone Postcovers mimic the look

and feel of real stone columns, but are constructed ofglass-fiber reinforced concrete. The 8”x8” covers come in heights of 42” and 53”

that can be attached to posts with shims and tied intorails with connectors. Coordinating postcaps are also available.

� DECKORATORS.COM(800) 332-5724

Spray-Foam FormulaGacoFireStop has a single-application formula that

combines open-cell, spray-foam insulation with anignition barrier. The product can be applied to attics or crawl

spaces, cures within an hour, and can be left exposed. � GACO.COM(877) 699-4226

Aluminum-Reinforced InsulationWinco International now offers two new reflective insulations

with 90% recycled content. Breathable and waterproof, Skytech has an R-value of 13.7. Nest

reflects up to 97% of the sun’s radiant heat for a R-value of 12.5. Both feature an aluminum-reinforced mat surrounding a high-

density insulation blanket. �WINCO-TECH.COM(713) 822-2979


Instant Import Two new multi-vendor XML import functions

enable dealers to reduce errors and increase productiv-ity by importing large orders in a matter of seconds.

WTS Paradigm Base Camp works with windowand door manufacturers who use WTS Paradigm fen-estration software, while Saberis Xpress POS workswith kitchen and window and door manufacturers. � SPRUCECOMPUTER.COM

(800) 777-8235

Keeps Heat at BayHenry’s LiquidFoil radiant heat barrier for attics

can reduce energy demand and improve home-com-fort year round.

The product can be applied with spray applicationequipment, roller, or brush to drywall, masonry, con-crete, plaster, and previously painted surfaces.

It allows vapor to escape, preventing condensationand moisture accumulation, and will not interfere withcellphone signals or antenna reception.

� HENRY.COM(800) 486-1278

Dimension LumberTreated ProductsDomestic

TimbersGreen & K.D.

Export

Manke Lumber Company is family-owned and has been serving the needsof the lumber industry since 1953. Wetake pride in milling and stocking quali-ty lumber in a full range of commoditysizes and larger dimension timbers. Wealso answer your market needs for awide variety of treated lumber products. Our forest products are milled fromcarefully harvested Northwest treesready for distribution to you—on timeand at the right price.Located in the Port of Tacoma, wehave ready access to deep water ship-ping, rail heads or trucking terminals forlonger haul loads. Manke operates itsown fleet of trucks and is at your ser-vice for straight or mixed loads bytruck, rail or sea.We manufacture primarily Douglas firand western hemlock, including

• 2x4 thru 2x12, Lengths 8-20’• 3x4 thru 3x12, Lengths 8-26’• 4x4 and wider, Lengths 8-26’• 6x6 and wider, Lengths 8-26’• 8x8 and wider, Lengths 8-26’• Timber sizes up to 12x12

Manke Lumber CompanyCall 1-800-426-8488

1717 Marine View Dr., Tacoma, WA 98422Phone 253- 572-6252 Fax 253-383-2489

www.mankelumber.com

WHAT YOU WANT.WHEN YOU NEED IT.


Photos by Th

e Merch

ant Magazine EL & EL OPEN HOUSE

PEACE, LOVE & MILLWORK: El& El Wood Products, Chino, Ca.,held a Woodstock-themed openhouse. [1] Aaron Nelson, GerryStout, Dave Johnson. [2] LisaJohnson, Michelle Levotch, SusanSchwartz. [3] Doug Gillmore, JeffOsburn, Mike Bailey. [4] MarkMahoney, Lou Plourde, Bill Johns.[5] Lila Weaver, Alex Guil len,Richard Enriquez. [6] HopeMcPherson, Art Davtyan, Ella Sfaryan. [7] Kirk Rathbun, Jeff Bailey, MarvinOaks, David Wymss. [8] Alex Martinez, David Dean. [9] Chris Freeman, RichardMcArthur, Jay McArthur. [10] Johnny Zodiacal, Farrell Burt. [11] Deonn DeFord,Russ Jordan. [12] Paul Packer, Randy Dodson. [13] Kurt Williams, ScottDeAngelo, Gary Roknick. [14] Dan Marshall, Noel Varela. [15] Chris Hawks, TimMunroe. [16] Jim Giehl, David Abbott, Greg Scott. [17] Spencer Smith, Jesse

Veen. [18] PeteFleming, JohnMoss. [19] Joe Morin, Ross Murray. [20] Carl Christoferson, Dave Miller. [21]Alberto Robles, John Eagleton. [22] Eric Baynes, Peini Spinazzola, CarlThompson. [23] Damien Simpson, Jessica Skillern. [24] Zach Crouch, JuanChavez. [25] Ernesto Bonilla, Dave Iblings, Brenda Flores, Hector Ramirez.

LOS ANGELES Hardwood Lumberman’sClub held its annual Ladies Night May 12 atthe Orange County Mining Company,Orange, Ca. [1] Dennis & Diana Johnston,Karen & Jim Sparke. [2] Lynne & NathanOsborne, Cassie & Sergio Korn. [3] Jim &Tracy Gaither, Kit Rohm, Dan Bohannon.[4] Randy & Marti Porter. [5] Bill & KathyFitzgerald, Joyce & Walter Ralston


LAHC LADIES N

IGHT

Photos by Walter R

alston

Oregon Sawmills EarnEnergy Grants

Three Oregon mills have receivedgrants through the state’s ForestProducts Energy Project, a joint effortof Oregon’s Department of Energy,Business Oregon, Oregon Departmentof Forestry, and the Energy Trust ofOregon.

Ochoco Lumber received $20,000to boost the efficiency of its boilersystem and increase the amount ofbiomass used at its Malheur Lumbermill in John Day. Prineville SawmillCo., Prineville, received $16,900 forsimilar studies, while $52,000 went toBlue Mountain Lumber Products,Pendleton, for possible expansion ofthermal energy production.

“These projects will promote effi-cient use of biomass while strengthen-ing business, promoting forest health,and creating jobs,” said GovernorJohn Kitzhaber. “Our forest productsindustry is well positioned to supportthe increased use of biomass, creatingadditional renewable energy marketopportunities.”

Brothers Swindle LoweʼsTwo brothers have been arrested

on suspicion of stealing $130,000 inmerchandise from Lowe’s stores infour western states.

Authorities allege that since late2007, the men have removed toilets orsinks from their boxes and replacedthem with high-end faucets and otherpricier items. They then checked out,paying the price of the toilet or sink,then returned the stolen items at dif-

ferent locations in Arizona, Oregon,Washington, and California for giftcards totaling about $130,000.

Altor and Larsell Hollingsworthwere arrested. Two additional sus-pects—a son and another brother ofAltor—remain at large.


Photos by Th

e Merch

ant MagazineNAWLA ANNUAL

NORTH AMERICAN Wholesale Lumber Association hosted its annualmeeting in conjunction with its Pacific Northwest regional meeting May 5at The Benson Hotel, Portland, Or. [1] Kevin Ketchum, Gary Vitale. [2]Mark Mitchell, Ken Tennefoss. [3] Pete Hall, Sondra & Ray Barbee, DanaJansen. [4] Frank Stewart, Kevin Binan, Craig Larsen. [5] Grant Phillips,Janet & Mike Phillips. [6] Buck Hutchison, Mike Mordell. [7] Russ & LindaHobbs, Jen & Ron Gorman. [8] Dave Smith, Jim Patrick, Jerry Lawson,

Mike Holm. [9] Thomas & Ethel Rice, Jacques Vaillancourt. [10] TomLeVere, Dan Semsak, Steve Schmitt. [11] Mark Donovan, PhyllisJunkins. [12] Chuck Casey, Marcus Mueller, T.R. Cauthorn, Steve Cole.[13] Barry Schneider, John Stockhausen, Jim Hassenstab. [14] BillAnderson, Judy & Greg Ryback. [15] Greg Bell, Stacey Woldt. [16] EddieSmalling, Jim Adams. [17] Mark Junkins, Susan Fitzsimmons.

(More photos on next page.)


MORE NAWLA (continued from previouspage): [1] Jack Chase, Jon Anderson, JimRodway. [2] Amy & Rob Latham. [3] Chris &Marnie Beveridge, Dawn Holm. [4] ScottElson, Mary Lou Carlson, Bryan Payne. [5]Holly Chase, Jeff & Kathleen Norman. [6]Aaron Babcock, Omar Lavelle. [7] Paul Owen,

Natalie Macias, Chris Knowles. [8] JanieHutchison, Linda Schneider, Karen Vitale. [9]Ian McClean, Ted Roberts. [10] Brad Morrow,Harvey Hetfeld, Pat Colgan. [11] Dave

Anderson. [12] Bruce & Peggy Johnson. [13]Dave Visse, Rabel Roberts. [14] John Mitchell.[15] Lillian & Rick Ekstein. [16] Jim Talley,Craig Johnston. [17] Dave Cornell.

NAWLA ANNUAL

Photos by The Merchant M

agazine


SOUTHERN CALIFORNIA HOO-HOO Club presidedover its 4th annual Don Gregson Memorial GolfTournament at San Dimas Canyon Golf Course, SanDimas, Ca., which benefited the Wounded WarriorProject, City of Hope, and Pacific Northwest TeacherForestry Tour. [1] Mike Nicholson, Pat McCumber, DanVagnino, Larry Saathoff. [2] Jim Williamson, MikeRuehle. [3] Lucky Luciano, Mitch Callaway, Kevin Witt.[4] Bob Scanzoni, Arden Clements. [5] Carl Henoch, JoeMcCormick, Rich Geary, Rob Keyes. [6] Bob Mackay,Michaeline Thomson, Bryan Callaway, Terry Russo. [7]Tom Ederer, Matt Perine, Tom Barclay, Terry Seamons.

[8] Tim Kennedy, David Abbott. [9] Tony Cambell, DonnGunvalson, Joe McGuire. [10] Phil Dodson, Rex Klopfer.[11] Kip Gregson, Jim Gregson, Brett Gregson, ToddGregson. [12] James Gordon, Mark McDermott, DavidTait, Rick Deen. [13] Danny Andrea, John Gilfillan,Junior Munro, Andy Mairs. [14] Ryan Lauterborn, JackButler. [15] Craig Larson, Dan Croker, Mike Garrity. [16]John Allen, Carlton Jennings. [17] Chad Wilson DarrellBustamante, Dave Clifton, Chris Garcia. [18] HankDickey, Logan Graves, Eric Amundson, Jeff Brown. [19]Matt Manke, John Pasqualetto.

(More photos on next page)

Photos by Th

e Merch

ant MagazineHOO-HOO GOLF


HOO-HOO GOLF

Photos by The Merchant M

agazine

MORE HOO-HOO GOLF (continued): [1] Sebastian Sturdevant, Mike Wisener,Gary Estrella, David DeBoe. [2] Fred Garcia, Bill Ferguson. [3] Andrew Shin, DwightMiley, Alex Shin. [4] Russ Primrose, Robyn Ueberroth. [5] Ralph Mohutsky, GregKrakar, Patrick Franco, Rudy Russ. [6] James Patterson, Francisco Mata. [7] LeeSouza, Clay Hutton. [8] Larry Christensen, Neil Wierenga, Larry Holguin, RichardButala. [9] Erik Linquist, David Ugihara. [10] Steve Nicholson, John Penland. [11]Scott Whitman, Terry Rasmussen. [12] Ken McEneany, Tom Summers. [13] WyattHutton, Steven Falcone. [14] Jim Giehl, Natalie Allen. [15] Mike Caputo, DaveMiller. [16] Danny Sosa, Gino Garcia, Troy Huff, Mark Huff. [17] Fernando Verdugo,Arnulfo Moreno, Albert Verdugo, Hector Gonzalez. [18] Kevin McLernon, Al Reed,Hex Hexberg, Bret Marchael. [19] Bart Weber, Richard Coale, Kurt Robbins, JeffNorihiro. [20] Mike Foulds, Greg Grover, Dave Fink, Joel Lindquist.


ARE YOU LOOKING FOR THE PERFECTFIT? Look no more. We have an awesomeopportunity for you! Join our team of seasonedindustry professionals. We are a small, finan-cially strong, production-based wholesale com-pany celebrating our 10th year in business. Call(801) 621-3399 and ask for Tyrone or Johnny,or send your resume to [email protected].

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. Office & 30,000-sq. ft. frontwarehouse available at .29¢ per sq. ft. If inter-ested, please call Tom Williams, (530) 742-2168, between 8 a.m. and 5 p.m.

CLASSIFIED Marketplace

FOR SALEFACILITIES FOR LEASE

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 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.

HELP WANTED

Is thisyour copy?

Get your own every month,delivered straight to your desk.

Contact Heather at (949) [email protected]

TheMERCHANTMagazine

CLASSIFIED ADVERTISINGOrder Blank

– Fax to 949-852-0231or email to [email protected] –

Name ______________________ Phone ( ) ______________Address ______________________________________________City ______________________ State ____ Zip _______-_____COPY ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

$1.20 per word (25 word minimum).............................._____9.00 per line of headline or centered copy ..................._____9.00 border ..................................................................._____15.00 private “blind” box..............................................._____

TOTAL _____($55 per column inch for camera ready copy; $65 if we set type)TO RUN: ____ TIMES _____ TILL FORBIDDEN

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

JOB SITE SIGNS

CONTRACTOR PLANNERS


DATE BookListings are often submitted months in advance. Always verify

dates and locations with sponsor before making plans to attend.

National Retail Federation – June 13-15, loss prevention confer-ence & expo, Gaylord Texan Resort & Conference Center,Dallas, Tx.; (800) 673-4692; www.nrf.com.

National Lawn & Garden Show –June 14-16, Crowne Plaza Hotel& Conference Center, Rosemont, I l . ; (888) 316-0226;www.nlgshow.com.

Washington Hardwoods Commission – June 15-16, annual meet-ing, Chehalis, Wa.; www.wahardwoodscomm.com.

Northwest Natural Resource Group – June 17, sustainable forestproducts seminar, Port Hadlock, Wa.; June 22, “The SmallWoodland Entrepreneur” workshop, Chimacum, Wa.; (360) 379-9421; nnrg.org.

Forest Products Society – June 19-21, international convention,Doubletree Hotel, Portland, Or.; (608) 231-1361; www.forestprod.org.

Builders Hardware Manufacturers Association – June 21-23,summer meeting, Providence, R.I.; (212) 297-2122; www.buildershardware.com.

Society of Wood Science & Technology – June 22, internationalconvention, Portland, Or.; (608) 577-1342; www.swst.org.

PCBC – June 22-24, Moscone Center, San Francisco, Ca.; (800)956-7469; www.pcbc.com.

Outdoor Power Equipment Institute – June 23-25, annual meet-ing, The Greenbrier, White Sulphur Springs, W.V.; (703) 549-7600; www.opei.org.

Remodeling & Decorating Show – June 25-26, Los AngelesConvention Center, Los Angeles, Ca.; (818) 557-2950;www.thehomeshow.com.

Western Wood Preservers Institute – June 26-29, summer meet-ing, Inn & Spa at Loretto, Santa Fe, N.M.; (800) 729-9663;www.wwpinstitute.com.

Northwest Natural Resource Group – July 9, “Logs to Lumber”workshop & field tour, Port Angeles, Wa.; (360) 379-9421;nnrg.org.

Mountain States Lumber & Building Material Dealers Associa-tion – July 19, Colorado WOOD Council golf tournament, RanchGolf & Country Club, Westminster, Co.; (800) 365-0919;www.mslbmda.org.

Western Building Material Association – July 20-22, mid-yearmeetings, Coeur d’Alene Resort, Coeur d’Alene, Id.; (360) 943-3054; www.wbma.org.

AWFS Fair – July 20–23, woodworking fair, Las Vegas ConventionCenter, Las Vegas, Nv.; awfsfair.org.

Lumber Association of California & Nevada – July 21-23, 2ndGrowth summer conference, Rancho Las Palmas Resort & Spa,Rancho Mirage, Ca.; (800) 266-4344; lumberassociation.org.

Southern Oregon Lumberman’s Association – July 28, golf tour-nament, Rogue Valley Country Club, Medford, Or.; (800) 633-5554.

Old Time Lumbermen’s Barbecue – July 30, Sturgeon’s Mill,Sebastopol, Ca.; (707) 575-4272.

Southern California Hoo-Hoo Club – Aug. 17, dinner & meeting,Pomona Valley Mining Co., Pomona, Ca.; (760) 324-0842.

Orgill Inc. – Aug. 18-20, dealer market, Boston, Ma.; (800) 347-2860; www.orgill.com.

Remodeling & Decorating Show – Aug. 26-28, South Town ExpoCenter, Sandy, Ut.; (818) 571-9012; www.thehomeshow.com.

Remodeling & Decorating Show – Aug. 27-28, Orange CountyFairgrounds, Costa Mesa, Ca.; (818) 557-2950; www.thehome-show.com.


ADVERTISERS IndexFor more information on advertisers, call them

directly or visit their websites [in brackets].

Advantage Trim & Lumber [www.advantagelumber.com]..........43

Ainsworth [www.ainsworthengineered.com] .........................32-33

Anfinson Lumber [www.anfinson.com]........................................36

Austin Hardwoods & Hardware.....................................................50

Cabot [www.cabotfactoryfinish.com] .............................................5

Cal Coast Wholesale Lumber ........................................................36

California Redwood Co. [www.californiaredwoodco.com]...........3

California Timberline [www.caltimberline.com] ............................4

C&E Lumber [www.lodgepolepine.com] ......................................11

Capital [www.capital-lumber.com]..........................................30, 34

Collins Companies [www.collinsco.com] ....................................19

Fiberon LLC [www.fiberondecking.com] .....................................27

Fontana Wholesale Lumber [fontanawholesalelumber.com].....17

Huff Lumber. ...................................................................................26

Idaho Forest Group [www.idahoforestgroup.com]. ......................7

Keller Lumber .................................................................................45

Krauter Auto-Stak [www.krautersolutions.com] .........................39

Lausmann Lumber [www.lausmannlumber.com]. ......................37

LP Building Products [www.lpcorp.com]............................Cover II

Manke Lumber [www.mankelumber.com]....................................41

McFarland Cascade [www.mcfarlandcascade.com] ...................29

Norman Distribution [www.normandist.com] ..............................15

Plycem USA [www.plycemtrim.com] ..............................................8

Redwood Empire [www.redwoodemp.com].................................31

Reel Lumber Service [www.reellumber.com] ..............................28

Regal Custom Millwork ..................................................................28

Roseburg Forest Products [www.rfpco.com]....................Cover IV

Royal Pacific Industries .................................................................49

Simpson Strong-Tie [www.strongtie.com]...................................25

Snider Industries [www.sniderindustries.com] ...........................40

Swaner Hardwood Co. [www.swanerhardwood.com].................18

Swanson Group Sales [www.swansongroupinc.com]................23

Taiga Building Products [www.taigabuilding.com].....................11

Terminal Forest Products [www.terminalforest.com].................24

Thunderbolt Wood Treating [thunderboltwoodtreating.com] ....35

TruWood-Collins [www.truwoodsiding.com].....................Cover III

Van Arsdale-Harris Lumber Co. [www.vanarsdaleharris.net] ....35

Western Woods [www.westernwoodsinc.com]...................Cover I

IDEA FileThe Feminine Mystique

A new hardware store has opened in westOmaha, Ne., with a distinctly feminine side.

Home & Garden True Value is stocked with a typicalhardware store’s building supplies, along with sectionscatering to women shoppers.

At the entrance to one such female-friendly area sitsan antique armoire stocked with scented candles. “Iwanted our customers, when they stepped in there, toknow they were stepping into a different area,” says co-owner Laura Castro, who designed specific areas forhome decor, children’s birthdays, and kitchenware.

The store began with a conversation between Castroand Kevin Parks, who owns a True Value store in NorthPlatte, Ne. Parks complained of the difficulty in draw-ing women into his store. Not if it’s designed properly,replied Castro.

The two teamed with longtime hardware store man-ager Paul Gapinski to create the new location. Theytoured numerous competitors, looking for ideas on howto craft a business that’s attractive to women, but stillprovides the basics of a traditional hardware store.

Among the results: attractively colored walls;Oprah-approved aprons, dish towels, bright dishes, andseasonal touches, not far from the barbecues; a largercanning section; an area for children’s toys, and aladies’ bathroom furnished with fresh daisies and strate-gically placed purse hooks.

There’s also plenty offree popcorn—a sureway to buy more shop-ping time for moms withfussy children.

“We know who buysand makes decisions inthe household,” grinsParks.

Serving the Woodworking Professional Since 1981

Southern Californiaʼs LargestSelection of Domestic and

Exotic Hardwoods IncludingPlywoods, Sheet Goods,Mouldings and Veneers

Santa Ana (714) 953-4000 • San Diego (858) 536-1800

Sid

ing

: C

RA

FTS

ME

N S

TAG

GE

RE

D,

Re

vers

ible

Tri

m:

SM

OO

TH

4"

www.TruWoodSiding.com | ASK US ABOUT OUR FSC PRODUCTS.The TruWood Collection, manufactured by Collins Products LLC | phone 1.800.417.3674

MOST BUYERS DON’T ASK FOR SIDING BY BRAND.

TO THEM, SIDING IS SIDING. UNLESS, OF COURSE, THEY HAPPEN TO BE LOOKING AT A HOME WITH

SIDING THAT MAKES THAT HOME DISTINCT. THAT MAKES IT DIFFERENT FROM THE HOUSE NEXT DOOR

AND THE HOUSE DOWN THE STREET. IN WHICH CASE, SIDING IS THEN MORE THAN JUST SIDING.

IT’S A SELLING POINT. TRUWOOD. THEY’RE ASKING FOR IT, EVEN IF THEY DON’T KNOW IT BY NAME.

TruWood’s material content is backed by third-party certifier Scientific Certification Systems.

SCS-MC-01178 | www.scscertified.com

Fi

le N

ame:

TW

525

8 -

Sidi

ng A

d-V_

Mer

chan

tMag

Ti

tle:

M

OST

BUYE

RS D

ON'T

ASK

...

Cl

ient

: Tr

uWoo

d Pu

b:

Mer

chan

t M

agaz

ine

Jo

b #:

TW

525

8

Trim

Siz

e:

8.25

x 1

0.87

5

App:

In

Desi

gn C

S5

Blee

d Si

ze:

8.50

x 1

1.12

5

Colo

rs:

4cp

Clos

e Da

te:

5.16

.11

FILE

NAM

E:

1112

2_TW

525

8 -

Sidi

ng A

d-V_

Mer

chan

tMag

.indd

DATE

:

M

onda

y, A

pril

18,

2011

12:

13:0

3 PM

IMAG

ES:

TW

_200

9 SC

S-M

C-01

178_

VERT

.eps

• C

raft

sman

-v2.

tif

11122_TW 5258 - Siding Ad-V_MerchantMag.indd 1 4/18/11 12:19 PM

the merchant magazine - june 2011

Documents

ensureslp smartside

new address

address label

change of address

address changes

newport beach

industry photo downloads

comthe merchant