DHA Insights: September 21, 2023


The Real American Hardwood campaign needs your support to continue running ads. Many of us have said that the industry needs ads that promote hardwoods on the Magnolia Network, HGTV, etc. The Real American Hardwood Coalition—supported by DHA—recently launched more ads promoting the beauty of real hardwoods. The campaign is on track to reach 100 million consumers by year-end. But, the campaign will require continuous funding to continue to reach consumers. Please see the request for funding for how to contribute.

Despite North America's use of high-temperature processes that reduce any risk, the EU has placed new restrictions on exports of hard maple veneer to Europe. EU countries now require "area freedom" from Davidsoniella virescens, a fungus that infects hardwood trees, for both hard maple logs and sliced veneer sheets. This means that hard maple logs and veneer sheets produced from those logs that originate in NY, VT, MI, WI, and NC cannot be certified for shipment to the EU. DHA is working with the American Hardwood Export Council and USDA staff to get further information and determine next steps.

If you have questions or comments, contact me. I look forward to hearing from you.

Keith A. Christman, President
Decorative Hardwoods Association