Video: Real American Hardwood Coalition launches 2023 promo campaign

The Real American Hardwood Coalition (RAHC) released a video previewing its plans to inspire and educate consumers through its multi-million promotion campaign.

“2023 is our year to get America’s attention,” the video boasts. “The year, Real American Hardwood steals the spotlight.”

The RAHC said its 2023 promotional campaign will focus on content integrations with home improvement programming and personalities amplified with paid social and digital support to drive home the message that American hardwoods are the “Naturally Authentic” choice.

To prepare for the New Year campaign, Michael Martin, CEO and president of the National Wood Flooring Association, represented the RAHC at Magnolia’s Silobration 2022 in Waco, Texas. Martin met Chip and Joanna Gaines, as well as Warner Bros. Discovery executives, laying the foundation for a potential partnership in the near future.

In July, RAHC launched The website is designed to showcase hardwoods for their appearance, durability, lifetime value, healthy home, and sustainability to consumers. The site also serves as a hub for project inspiration, maintenance tips, and environmental facts, and explores how hardwood is influencing lifestyles and culture in the modern world.

“The website takes visitors on a digital journey to learn how and why they should choose Real American Hardwood flooring, cabinetry, millwork, furniture, and other goods for their homes,” said Martin, an RAHC board member. “Today’s consumers are overwhelmed with product choices and often believe they’re buying natural and renewable hardwood products, when in fact, they’re buying look-alikes such as vinyl and plastic that are manufactured from non-renewable resources. Now, the industry has an informative tool that’s setting the record straight and separating fact from fiction -- backed by research and science.”

“Our industry has a rich history and compelling stories to tell,” said Dean Alanko, vice president of sales and marketing, Allegheny Wood Products. “The website spotlights the generational, family business that make up our industry. I’m proud of how the website tells these stories and presents information that can make a difference in consumers’ lives and benefit all industry stakeholders.

The RACH was formed by two dozen industry associations in 2019. The group now has the support of 30 national and state associations, 130-plus companies and individuals.

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Rich Christianson | President/Owner/C-Level

Rich Christianson is the owner of Richson Media LLC, a Chicago-based communications firm focused on the industrial woodworking sector. Rich is the former long-time editorial director and associate publisher of Woodworking Network. During his nearly 35-year career, Rich has toured more than 250 woodworking operations throughout North America, Europe and Asia and has written extensively on woodworking technology, design and supply trends. He has also directed and promoted dozens of woodworking trade shows, conferences and seminars including the Cabinets & Closets Conference & Expo and the Woodworking Machinery & Supply Conference & Expo, Canada’s largest woodworking show.