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 | | AMERICA'S BEST KEPT SECRET | | | American Hardwood Export Council (AHEC) | | 16/03/2007 | | | Red oak, one of America's most available and sustainable hardwood species, is to be the focus of a dynamic new promotion initiative from the American Hardwood Export Council (AHEC) in 2007.
American red oak has a superb performance record, having always been the hardwood species of choice in North America for applications from furniture to flooring and joinery. Furniture industries in Mexico, Korea and more recently Vietnam have embraced this species, in the Middle East red oak is widely used for joinery, and we are now seeing increasing amount of domestic consumption in China. With market conditions working in red oak's favour and with a shift in focus making it more competitive, there is more opportunity than ever for red oak to work in Europe.
Europe is the most important export market for US hardwoods by volume and value. European importers and manufacturers are well versed in trading with US hardwoods with a strong distribution network. Oak as a species is now very much in fashion in Europe, creating new demand and putting pressure on the existing resources of American white oak and European oak.
Perhaps most significantly there is growing evidence that European specifiers and consumers like red oak. Recently AHEC interviewed over 500 architects in UK, Italy and Spain; although most had never specified red oak before, when presented with a red oak floor and hand samples, 80% said they would be willing to use it in future projects. Many commented they were not aware of its potential or availability, and its sustainability also has great appeal.
AHEC has embarked on a creative and aggressive campaign to offer red oak within its overall promotion with a significant increase in publicity. It is based on creating new market opportunities and raising awareness of red oak's potential, as opposed to presenting red oak simply as an alternative to existing species. Wider promotional activity --including red oak features at exhibitions, working with leading furniture producers and world renowned designers such as Terry Dwan -- is underpinned by a brand new website a source of detailed information on red oak's sustainability, availability and performance, and a high impact and provocative advertising campaign under the slogan "America's best kept secret -- revealed in full".
David Venables, AHEC's European Director says: "In the advert, the minimal text, no AHEC logo and an image of an imaginary alien face carved in red oak is a controversial approach, but one which has already generated intrigue and a strong response. All our activity is designed to inspire potential users and there may never be a better opportunity to encourage European markets to fully embrace this most important and sustainable species. Watch out for the alien -- red oak has landed!" | |
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