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DHA and our allies are promoting real American hardwoods—and reaching nearly 93 million consumers. The Real American Hardwood ad campaign has gone live again on the Magnolia Network, the cable TV network owned by industry influencers Chip and Joanna Gaines. Still in its initial phases, the results of the ad campaign are already very promising.

DHA continues to promote North American manufacturing of decorative hardwoods. I recently spoke to our Canadian colleagues at the Canadian Hardwood Plywood and Veneer Association Spring Meeting where we discussed trade challenges and misleading marketing by producers of fake wood products.

I joined the Hardwood Federation and about 60 other members for their annual Capitol Hill Fly-in on May 22 and May 23. Like last year, it was a great experience meeting with our elected representatives in the Senate and House to discuss our policy priorities including the Farm Bill, Jobs in the Woods Act, Hardwood Products Access and Development Act, and tax policy.

I loved seeing everyone last week at DHA’s annual meeting in Scottsdale. We had several new and many returning members and covered a wide range of topics key to our industry including the economy, policy, trade, and the EU Deforestation Regulation. Save the date for our next annual meeting: May 13–15, 2025, in San Antonio.

DHA recently joined allies in pushing for a 24-month delay of the new EU Deforestation Regulation. EUDR is widely seen as unworkable for the European forest products industry as well as for small U.S. forest owners. U.S. forests are arguably the most sustainably managed in the world. EU analysis supports that. However, the inflexible EUDR will create an extreme challenge for the U.S. forest products industry if not delayed.