From the Executive Director

The hardwood industry is facing shrinking markets, rising competition, and shifting customer demands—and surviving the status quo is no longer enough. This article explores why intentional innovation, strategic evolution, and data-driven advocacy are essential for rebuilding market share, competing with synthetic substitutes, and redefining the future of American hardwoods.

NHLA Executive Director Dallin Brooks reflects on leadership, tradition, and innovation as the association embarks on a new chapter, strengthening education, advocacy, and initiatives like Real American Hardwood™ to prepare the hardwood industry for a thriving future.

The global economy is a complex machine. I don’t pretend to know all the factors that make it run, much like modern cars, but I do know it doesn’t take much to break it down. When I was a kid, I used to work on old cars with my dad. Back then, you could tune a carburetor yourself, and there was enough room under the hood to crawl inside if you had to. Behind our barn sat eight or nine broken-down cars, each waiting its turn. We’d haul one out, fix it up, and send it back on t