Building Relationships that Support American Hardwood
- NHLA
- Aug 5
- 3 min read
How NHLA’s Partnership with Crossroads Strategies Contributes to the Industry
For more than 125 years, NHLA has worked to advance the hardwood industry through education, standards, market development, and relationships. Today, those efforts extend beyond mills and manufacturing facilities into state capitals, federal agencies, and Washington, D.C., where policy decisions increasingly influence the future of American hardwood.
Following recommendations from the NHLA Hardwood Log and Lumber Task Force, a group of industry leaders formed to identify strategies to bolster the U.S. hardwood industry domestically, NHLA identified opportunities to reinforce its engagement in areas that complement the industry’s broader advocacy efforts, particularly federal procurement, executive agency outreach, and strategic communications. To help advance those initiatives, NHLA has partnered with Crossroads Strategies, a bipartisan government relations and public affairs firm headquartered in Washington, D.C.
These efforts develop alongside the long-standing advocacy work already taking place across the industry. The Hardwood Federation has represented the hardwood industry on Capitol Hill for decades, advocating for policies that support the industry’s long-term success. NHLA remains the Federation’s largest contributor and a proud supporter of those efforts.
Why Now?
The hardwood industry is facing significant headwinds. Domestic demand has declined. Mills continue to close. Substitute products have gained market share. Overseas processing of logs, lumber, and furnishings has changed traditional supply chains. Meanwhile, federal purchasing decisions, trade policy, infrastructure investments, and building standards are increasingly affecting domestic manufacturing.
Recognizing that need, the NHLA Board unanimously approved the formation of the Crossroads Strategies Task Force and engaged Crossroads Strategies to help execute a long-term federal advocacy initiative. The goal is to create a sustained procurement policy for U.S. government agencies for U.S.-grown, harvested, sawn, milled, and manufactured hardwood products ranging from high-end applications such as flooring, furniture, cabinets, millwork, to infrastructure applications such as ties, pallets, crates, trailer decking, mass timber buildings, mat-ting— while reducing reliance on substitute products and foreign-processed alternatives.
Why Federal Procurement Matters
Federal agencies are generally expected to purchase American-made products whenever possible. However, they can receive waivers—or “Buy American exemptions”—that allow them to purchase foreign-made alternatives instead. An NHLA analysis of Department of Defense purchasing from 2019 to 2022 found more than $500 million in contracts in which substitute furnishings from China and Vietnam were purchased under these exemptions—opportunities that could have supported U.S. hardwood manufacturers.
Building the Case for American Hardwood
Crossroads Strategies asked NHLA staff to help explain not only what the industry produces, but why it matters. That meant gathering information about employment, manufacturing locations, economic impact, exports, forest health, and the challenges facing rural communities. It also meant documenting how changes over the past two decades have reshaped the industry.
That work has become the foundation for briefing materials, leave-behind documents, and policy recommendations that communicate a consistent message to lawmakers and federal agencies.
Early Progress
Although the initiative is still in its early stages, progress is already underway.
Crossroads Strategies has facilitated conversations with policy-makers, including Rep. Bruce Westerman (R-AR), Chairman of the House Natural Resources Committee, whose office requested additional information on industry challenges and potential policy solutions. Additional meetings have been scheduled with other congressional offices, federal agencies, and administration officials to further discussions about the industry’s priorities and opportunities to increase government procurement of hardwood furnishings and infrastructure.
The Hardwood Log and Lumber Task Force has also explored opportunities under the “Buy America, Build America” (BABA) initiative. Helping agencies comply with BABA for hardwood products, examining procurement policies that encourage the use of American hardwood, collaborating with the Forest Products Laboratory on structural hardwood research, and coordinating with organizations such as the American Loggers Council will be key to our combined efforts to support the domestic hardwood industry.
A Multi-Faceted Approach
Effective advocacy isn’t accomplished through a single effort—it happens when organizations and industry leaders work in concert. By combining the legislative expertise of the Hardwood Federation, the consumer outreach of the Real American Hardwood Coalition, the strategic engagement of the Crossroads Strategies initiative, and the voices of industry members, we are better positioned to advance the interests of American hardwood.
Each effort reinforces the others.
Each furthers the industry’s message.
Looking Ahead
To keep members informed, Hardwood Matters will feature a dedicated monthly article titled “Crossroads Strategies.” This will provide updates on legislative developments, meetings with policy-makers, advocacy priorities, and the progress being made through the Crossroads Strategies partnership. As this initiative evolves, members will have a consistent place to follow its momentum and discover opportunities to become involved.
By BRENNAH HUTCHISON, Hardwood Industry Liaison & Content Director
