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Brent J. McClendon, Executive Vice President, IWPA

Market realities and green programs will play out this year against the difficulties of the general economy for members of the International Wood Products Association (IWPA).

“Business conditions are tough all around,” says IWPA executive vice president Brent McClendon. “Importers face additional hurdles. Currency rates are unfavorable.”

Port security and shipping logistics are also serious problems, along with the housing crisis and the resulting economic conditions confronting wood-consuming industries.

Imports are declining in the face of the current problems, and might have to fight a bit harder for 2008 market share. So, McClendon says, IWPA is continuing its aggressive marketing effort, begun last year, to promote use of imported woods. These activities reach out to architects, designers and specifiers looking to differentiate their buildings with tropical species and exotic looks.

“IWPA continues to promote the value of imported wood products for companies that want diversity of offerings. The value of imports lies in different looks, colors, qualities,” says McClendon.

IWPA’s grading rules set internationally recognized standards for types and grades of imported woods. The association is also focused on global efforts to reach international agreements that balance sustainable forest management and certification with the demands of the market.

High-profile industry trade show exhibits and the association’s Imported Wood, a magazine launched in 2004, provide imported wood customers with the information they need to source high-quality materials from certified forests. IWPA’s press outreach includes press releases, responding to interview requests, and op-eds in major national and business media.

Launched four years ago, Imported Wood has had an important impact on domestic customer sectors, McClendon says. It reaches the design community, purchasing directors and CEOs with information on design, sustainable forestry and other environmental issues. The magazine reaches some 15,000 individuals in key customer segments.

Green building and forest protection go hand-in-hand with the use of imported woods. IWPA educational programs over the coming year will highlight how imports provide consumers in the U.S. marketplace with quality products that are sustainable and economical.

“I’m excited that more and more attention is placed on management of the world’s forests,” McClendon says. “Our activities support sustainable forestry. Our industry wants forests to stay forests.”

Held March 5-7 this year, IWPA’s World of Wood convention provided a forum for domestic and overseas attendees, including importers, industry providers and customer sectors to gather information and form business partnerships. Seminar topics included going green, the current economy and logistics and customs requirements.

Other activities center on lobbying on regulatory issues that include preventing illegal logging, smoothing the way for trade, and other government concerns. IWPA is working with other trade associations on these issues.

“I’m trying to reach out and improve our relationships with domestic trade associations and industry groups. It’s important that we maintain close relationships with the domestic sectors, from mill to secondary, and their organizations,” says McClendon.