John Hester, NHLA Chief Development Officer, shares a lesson from a doorman-producer and an Uber-director: always promote your value. Hardwood has a story—renewable, sustainable, beautiful, durable—but if we don’t tell it, others will. Every conversation is a chance to put hardwood in the spotlight.

Ben Peach founded Heartwood Brands to serve the hardwood industry with branding, web, and video services. With deep on-the-ground experience in sawmills, yards, and distribution, his team speaks the industry’s language. Heartwood helps NHLA members tell their stories, elevate brands, and stand out, combining creative expertise with hands-on hardwood knowledge.