Forestry Practices Hike Returns to THP in Headwaters

By Marisa Formosa

For the Redwood Times

Posted:   07/25/2014 03:42:42 PM PDT

EUREKA >> Join Sanctuary Forest on Saturday, August 2nd for the Forestry Practices hike! Mike Jani of Humboldt Redwood Company (HRC) and Tim Metz of Restoration Forestry will co-lead this educational hike, which will be held in the Hole in the Headwaters just south of Eureka.

In 2012 Mike and Tim took hikers to visit this same forest, which is adjacent to the headwaters forest, to view a proposed Timber Harvest Plan (THP) area. This year’s adventure will take hikers back to the approved THP area to view the results of the selective harvest that took place. Leaders will discuss successes and failures and ways to improve and move forward with practicing responsible forestry into the future.

Meet at the Park n’ Ride parking lot directly off the Herrick Ave./Elk River Rd. exit off highway 101 at the south end of Eureka at 10 a.m. This moderate-to-rigorous, on and off trail hike will end at 3 p.m. Bring a lunch and water and wear sturdy hiking shoes. This is a group excursion, and participants are asked to stay together at all times. The hike is free of charge, though donations are gladly accepted and help Sanctuary Forest offer this program year after year. For questions or clarifications, contact Marisa at marisa@sanctuaryforest.org, or call 986-1087 x 1#. Hope to see you there.

Support from volunteers and local businesses have made this program possible for Sanctuary Forest. Local businesses that have made generous contributions are Blue Star Gas, Caffe Dolce, Charlotte’s Perennial Gardens, Chautauqua Natural Foods, Dazey’s Supply, First Fig Gallery, Hohstadt’s Garden Center, Humboldt Bar & Grill, James Holland, MSW Counseling Services, J. Angus Publishing Group, Madrone Realty, Mattole Meadows, Mattole River Studios, Monica Coyne Artist Blacksmith, Ned Harwood Construction, Pierson Building Center, Redwood Properties, Roy Baker, O.D., Southern Humboldt Fitness, Sylvandale Gardens, The Security Store, Vella Wood Flooring, Whitethorn Construction, Whitethorn Winery, Wildberries Marketplace and Wyckoff’s Plumbing.

Sanctuary Forest is a land trust whose mission is to conserve the Mattole River watershed and surrounding areas for wildlife habitat and aesthetic, spiritual and intrinsic values, in cooperation with our diverse community.

You may also read the original article on the RedwoodTimes.com: http://www.redwoodtimes.com/ci_26217831/forestry-practices-hike-returns-thp-headwaters

Redwood lumber marketing project launching soon; supervisors approve using Headwaters Fund grant

Megan Hansen/The Times-Standard

Posted:   04/25/2012 02:18:06 AM PDT

Humboldt County residents can expect to start seeing advertisements promoting the use of redwood over other building materials thanks to a marketing program that will utilize a Headwaters Fund grant.

The Humboldt County Board of Supervisors voted Tuesday to approve spending $750,000 in Headwaters Fund money during the next three years to develop and implement a redwood lumber advertising campaign.

Headwaters Fund coordinator Dawn Elsbree said the goal of the campaign is to convince California residents to choose redwood over wood-plastic composite lumber when building decks. She said the hope is an increased demand will help retain, if not increase, local jobs.

”Humboldt County has two-thirds of the national redwood supply,” Elsbree said.

The Headwaters Fund board — created by the county to utilize $22 million in state and federal funds given to offset the sale of the Headwaters Forest Reserve — approved the grant application in March. Elsbree said the board plans to review the project’s impact after its second year, before funding the third year.

The project is a collaboration of the Humboldt Economic Development Division, the California Redwood Company and the Humboldt Redwood Company.

Carter Welch, vice president in marketing for the Humboldt Redwood Company, said people don’t realize that redwood decking is less expensive and more environmentally friendly than composite. He said composite companies have been busy promoting their own products.

”Composite spends about $20 million a year on marketing,” Welch said.

He said preliminary research indicated people’s opinions about using redwood versus composite decking dramatically changed when focus group subjects were shown a short video clip about redwood.

The supervisors were generally supportive of the redwood marketing idea, but did raise concerns about the project’s projected job retention rates. A county staff report indicates the marketing project is expected to create a 40 percent gain in redwood volume and help retain 827 jobs.

Third District Supervisor Mark Lovelace said early on in the meeting that he wasn’t convinced by the numbers and thought they might be too optimistic. He also thought the project’s price tag was a bit large.

”If $750,000 could create a 40 percent gain in 10 years, I’ve got to ask ‘then why hasn’t the industry done it already?’” Lovelace said. “Why do they need us?”

Two members of the public raised concerns about the project and one other voiced support for it.

Carl Schoenhofer, vice president and general manager of the California Redwood Company, said individual redwood companies have been trying to brand and market themselves for years. He said this project is different.

”This gives us the opportunity to do it in a collaborative way,” Schoenhofer said.

The supervisors ended up approving the project on a 4-0 vote, with 1st District Supervisor Jimmy Smith absent.

Jacqueline Debets, county economic development coordinator and project manager, said the exact date of the advertising campaign kick-off has yet to be determined. She said the plan is to run a series of television commercials, create a website and create a social media presence.

”I would like to do a local event,” Debets said. “Hopefully, we’ll announce something in a month or so.”

In addition to approving the redwood marketing project, the supervisors approved allocating $101,000 in Headwaters Fund grants to two other community projects.

The first project involves creating two commercial kitchens in an existing building at the Redwood Acres Fairgrounds in Eureka. Money from the Headwaters Fund, in the amount of $61,000, will be used to build the kitchen facilities. People will be able to rent the kitchens to create Humboldt-made edibles and products.

The second project will utilize $40,000 in Headwaters Fund money to support a community facility called Studio 299 in Willow Creek. Funds will be used to expand a newly purchased property in the downtown area for the eventual creation of a center for the arts.

Megan Hansen can be reached at 441-0511 or mhansen@times-standard.com.

This article may also be found on the Times-Standard website, Redwood lumber marketing project launching soon; supervisors approve using Headwaters Fund grant.

Headwaters Awards $750,000 for Lumber Marketing Project

Jessica Cejnar/The Times-Standard/times-standard.com/

Posted: 03/28/2012 02:08:41 AM PDT

The Headwaters Fund board approved a grant for a project aimed at convincing California residents to choose redwood over wood-plastic composite lumber when building decks.

Six members of the fund board awarded a three-year $750,000 grant — $250,000 a year — to the Humboldt Economic Development Division, which is working with the California Redwood Company and the Humboldt Redwood Company on the Forest Products Initiative marketing project. Board member Jackie Deuschle-Miller, a former Green Diamond Resource Company employee, recused herself.

The economic development division is sponsoring the grant and managing the project, said Jacqueline Debets, economic development coordinator and project manager. Under the grant’s conditions, the board will review the project in two years and will have the option to withdraw funds.

The board overseeing the Headwaters Fund — created by the county to utilize $22 million in state and federal funds given to offset the sale of the Headwaters Forest Reserve — also required the economic development division and the two companies to give annual budget reports.

The California Redwood Company — a subsidiary of Green Diamond Resource Company — and the Humboldt Redwood Company will match the Headwaters grant by contributing another $750,000 toward the project cost, Debets said. The total project cost is estimated to be $1.5 million.

”The goal is to increase the volume of redwood sales and thereby stop the loss of jobs in lumber manufacturing,” Debets said, adding that several manufacturers of redwood lumber have said rebuilding the value of redwood is the most important thing that could be done for the industry. “We’re all marketing redwood for one of the highest and best uses, which is for decking.”

The Forest Product Initiative will focus on redwood’s durability and strength over composite lumber for use in decks, according to Carter Welch, vice president in marketing for the Humboldt Redwood Company. The marketing will be done primarily via 30-second television commercials. Welch said his company and the California Redwood Company plan to target men — primarily ages 35 to 55 — and will air the commercials during sports programs.

Both companies and the economics development division plan to gauge consumer response by doing a quantitative study after next year’s building season, Welch said. He added that both companies conducted a study using 1,000 California residents on who would use composite lumber versus redwood lumber. After viewing the companies’ video, more residents said they would use redwood lumber versus composite.

”We’ll constantly evaluate it and tweak it,” he said, referring to the project.

California is the primary market for redwood, Debets said. Over the last 10 years, the composite lumber industry has grown and has waged an aggressive and successful marketing campaign against redwood. Up until now, redwood lumber manufacturers haven’t responded, she said.

In those 10 years, 2,100 lumber manufacturing jobs have been lost, Debets said. The economic development division anticipates 2,400 replacement jobs by 2018 as people retire, but if the redwood lumber industry doesn’t maintain or increase its market share, those jobs will be reduced through attrition, she said.

According to Carl Schoenhofer, vice president and general manager of the California Redwood Company, the redwood lumber industry was hit hard by the weak housing market as well as the composite lumber industry marketing itself as the environmentally-friendly alternative to redwood.

”We haven’t told our story,” he said. “We’re all fighting over the same piece of pie. The opportunity here is to try to grow that pie. It’s simply a matter of getting the facts out.”

During the board’s discussion, new member Gregory Seller said the lumber industry in the county has historically been plagued by boom and bust cycles. He said the project could be used to increase demand to support a buoyant, sustainable industry, or it could result in overtaxing the area’s lumber resources.

”If we increase demand beyond that point and don’t change the price, we go into a boom and bust cycle,” he said.

Welch replied that if the demand for redwood lumber was increased by 40 percent over the next 10 years and stayed within California, the industry could remain sustainable.

The money for the initiative grant is coming out of Headwaters’ revolving loan fund, said Headwaters Fund coordinator Dawn Elsbree. The balance in the revolving loan fund is $8.5 million and could be reduced to $8 million if necessary, she said. Approximately $100,000 in interest is added to the revolving loan fund each year.

Elsbree said she would bring the matter before the Board of Supervisors by April 24.

Jessica Cejnar can be reached at 441-0504 or at jcejnar@times-standard.com.

This article may also be found on the Times-Standard website, Headwaters Awards $750,000 for Lumber Marketing Project.

New Real.Strong.Redwood TV Spots Go Live!

New Real.Strong.Redwood TV spots, Dioxide and Plants, build on messaging established in 2013 to inform homeowners, contractors, and other building professionals of the striking differences between real Redwood and manufactured plastic composite decking products. Produced by San Francisco-based advertising agency barrettSF, these TV spots join Structure and Colors in a four TV spot campaign that is part of a three-year collaboration among Humboldt Redwood Company, California Redwood Company and the Humboldt County Economic Development Division.

To learn more about this exciting marketing program, please read our previous blog posts:

“Colors” Redwood TV Spot Goes Live!

“Structure” Redwood TV Spot Goes Live!

Marketing campaign promotes redwood decking

Redwood lumber marketing project launching soon: supervisors approve using Headwaters Fund Grant

Real. Strong. Redwood.

The California Redwood Association (CRA) has long been the trusted voice of the redwood lumber industry. The association and its related entity, the Redwood Inspection Service (RIS), are non-profit organizations tasked with providing education and resources around redwood lumber. In addition, the RIS is the exclusive, rules-writing agency for redwood lumber and sets important grading specifications to ensure consistency and quality in redwood lumber products.

Beginning in 2013, a unique, three-year marketing collaboration was created among stakeholders with ties to the vital redwood region of Northern California, including Humboldt Redwood, the California Redwood Company, the Humboldt County Economic Development Division, and the California Redwood Association. Key to the collaboration is a grant from the Humboldt County Headwaters Fund that is funding a state-wide TV campaign and associated market research; the grant is being matched by Humboldt Redwood (and related entities) and the California Redwood Company. The CRA is also providing funding and other marketing support.

TV Campaign

The TV campaign sets the record straight when it comes to comparisons between real redwood and manufactured, plastic composite decking. Redwood is positioned as the natural choice for homeowners.

Two, 30-second commercials originally aired on CBS and Comcast Spotlight throughout California during the spring and summer of 2013. Two, additional commercials will be added to the rotation for the spring and summer 2014 decking season. The 2014 media buy will also include markets in Colorado, where redwood has long been valued for its strength and durability.

Watch these commercials now and see why Real. Strong. Redwood. is the only choice for naturally beautiful backyards.

Life Cycle Assessment (LCA)

The California Redwood Association commissioned a life cycle assessment (LCA) study to better understand and compare redwood decking to competitive products, namely plastic composite decking. The independent, non-profit research consortium known as, Consortium for Research on Renewable Industrial Materials (CORRIM), completed the study. Their findings are outlined in the Comparative Life Cycle Assessment of Redwood Decking paper.

Results of the LCA are conclusive, showing that considerable differences exist between redwood and alternative decking products such as plastics and plastic composites. In terms of global warming potential, plastic-based decking materials are contributors, while growing, harvesting and using redwood for decks does not contribute to global warming.

To learn more and see for yourself, please download the CRA Life Cycle Assessment brochure. We hope these materials are helpful in understanding the environmental impacts of redwood decking vs. plastic composite decking options.

Redwood vs. Plastic Composite Decking Brochure

To help consumers, contractors, builders, and architects understand the differences between redwood and plastic composite decking, the CRA developed a comparison brochure. Pulling from the Life Cycle Assessment research findings as well as testimonial evidence from homeowners, Nick and Amy Kritikos, the Redwood vs. Plastic Composite Decking Brochure provides compelling data points to consider before choosing a decking material.

Events

The California Redwood Association attends several homeowner and/or contractor focused events throughout the year, including the annual Sunset Celebration Weekend in Menlo Park, California. Other events include DeckExpo and JLC Live. Bringing redwood to the places and events where homeowners, contractors, and designers are actively searching for building materials has helped raise awareness about the many positive attributes of real, strong, redwood.

Time to change the story we’re telling about Humboldt County’s future

Eureka Times-Standard
Jacqueline Debets/Business Sense
Posted:   07/28/2013 02:37:37 AM PDT

Some people have asked me “Is this redwood marketing campaign just a last-ditch effort to save the timber industry?” Absolutely not “last ditch.” Definitely an effort that will sustain and grow the forest products industry and Humboldt’s economy.

The industry itself continues to make 50- and 100-year investments that will sustain the industry for the long haul. They face numerous and constantly changing challenges in the current national and global economy.

One challenge that we make here in Humboldt County is our attitude, our story about the economy. If we keep saying “The timber industry is dead,” we’re looking at the future through the rear-view mirror and anticipating disaster.

Certainly, it’s been a long, painful slide. In 1965 (the year I was born), just one segment of the industry — lumber manufacturing — employed about 11,500 people in Humboldt County. Today, about 4,000 people work in the larger Forest Products industry in Humboldt and Mendocino counties, about 1,500 of which are self-employed.

It’s understandable that we feel loss and pessimism. In less than one lifetime, we have witnessed the bust of the old-growth based boom industry with the departure of some large companies that provided good wages, health and retirement benefits, and scholarships for our children. Many businesses and much personal wealth have been built with timber dollars.

Sadly, we can’t bring back the past. We can’t make a boom industry boom again. But the Forest Products industry is still an integral part of our economy and it is sustainable here. It still pays 30 percent higher than the regional average wage, and we anticipate about 2,400 jobs opening up as people retire from the industry.

It’s time for a new story. Today, Forest Products is a key industry among others that are bringing new products to market. Through Prosperity 2012, we asked business owners and executives what opportunities and constraints do their industries need to address. This process involved a cross-section of leaders in each of the eight target industries. Even as over 450 community leaders helped shape the action plan of our economic development strategy, the target industry priorities remained the foundation and focus of the actions.

For the leaders in the Forest Products industry, re-building the market share of redwood is a real opportunity. Like cotton in the 1960s losing market share to synthetic fabrics, redwood has lost about 40 percent market to composite decking materials. Plastic and composite decking brands debuted in the 1990s with aggressive marketing campaigns. (Today Trex, the plastic decking leader, spends about $20 million a year on marketing). Redwood did not respond. Until now.

The benefits of using redwood are compelling — the natural material is stronger, more beautiful, less expensive, more comfortable to the touch, and far more environmentally friendly than plastic/composite products.

For example, plastic/composite products spew emissions into the atmosphere when they are produced, while redwood actually reduces the amount of carbon dioxide in the atmosphere. Ask yourself: Where does a plastic/composite deck go when the deck is replaced? In the landfill. If it burns, in our air.

Humboldt Redwood Company and The California Redwood Company, along with the Humboldt County Economic Development Division, are collaborating and pooling resources to bring customers back to redwood.

Together, we utilized market research to create a new advertising campaign touting the benefits of “Real. Strong. Redwood.” A large research panel was shown a short video clip about the benefits of redwood decking versus plastic/composite decking; after viewing the clip, reports showed their buying intentions changed dramatically to redwood.

With the Real.Strong.Redwood campaign, The California Redwood Company and Humboldt Redwood Company have launched a 10-year mission to make redwood the premier brand in decking. Their investments for the first three years match a $750,000 grant from the Headwaters Fund Forest Products Initiative.

The advertising campaign consists of online and television ads that contrast the benefits of redwood decking, with the failures that many homeowners have experienced using artificial, plastic composite materials. The campaign also includes the web site www.realstrongredwood.com, and a strong social and traditional media presence.

It’s not just a sales pitch. The truth is on our side. We do a beautiful job growing redwood, in forests that also support wildlife, fish and water quality. This is an important part of our new story.

We’re celebrating the success of this Real.Strong.Redwood campaign on Saturday, Aug. 3, during Arts Alive! by shining a spotlight on the exemplary forest stewardship being lived every day in Humboldt County. At the event, we’ll share five video documentaries that reveal how families, tribes and communities are caring for the redwood forests. The videos feature the McWhorter Family Ranch, the Bussman Ranch, the Yurok Tribe Redwood Forest, the McAdams Family Forest, and the Arcata Community forest.

Humboldt County envisions a thriving region that leverages our unique environmental assets, the talents of our people, the artisanal products we produce and the spirit of our community. Real.Strong.Redwood is just one example of how we’re re-growing our economy. See for yourself on Aug. 3 at 5 p.m. in the Humboldt Bay Tourism Center, 2nd and G streets in Eureka — and then let us know how we can help your industry, too.

Jacqueline Debets is the Economic Development Coordinator for the County of Humboldt.

“Structure” Redwood TV Spot Goes Live!

Airing alongside the recently released “Colors” TV spot, “Structure” builds on messaging designed to showcase the striking differences between real Redwood and manufactured plastic composite decking products. Produced by up-and-coming San Francisco-based advertising agency barrettSF, these TV spots are part of a three-year collaboration among Humboldt Redwood Company, California Redwood Company and the Humboldt County Economic Development Division.

To learn more about this exciting marketing program, please read our previous blog posts:

Marketing campaign promotes redwood decking

Redwood lumber marketing project launching soon; supervisors approve using Headwaters Fund grant

“Colors” Redwood TV Spot Goes Live!

Humboldt Redwood is excited to announce a brand new Redwood industry TV spot called “Colors”. Produced by up-and-coming San Francisco-based advertising agency barrettSF, the ad is part of a three-year collaboration among Humboldt Redwood Company, California Redwood Company and the Humboldt County Economic Development Division.

To learn more about this exciting marketing program, please read our previous blog posts:

Marketing campaign promotes redwood decking

Redwood lumber marketing project launching soon; supervisors approve using Headwaters Fund grant

 

Marketing campaign promotes redwood decking

Humboldt Beacon

Posted: 03/28/2013 10:35:33 AM PDT

Mary Bullwinkel

Beacon Correspondent

Retaining and creating new jobs in the Humboldt County forest products industry is the overall goal of a marketing strategy that will include television advertising slated to begin next week.

The Forest Products Initiative is a three-year collaboration among Humboldt Redwood Company, California Redwood Company and the Humboldt County Economic Development Division. Key to the campaign is a $750,000 grant from the Headwaters Fund.

Both HRC and CRC will match the $750,000 Headwaters Fund grant amount over the same three-year period.

”The television advertisements are an attempt to paint a comparison between strong, natural redwood and artificial plastic composite (materials),” said Carter Welch, vice president of marketing for HRC and Mendocino Redwood Company. The ads will not only point out the differences between the two materials, but will promote the positive aspects of using redwood for decking purposes.

Welch said he really appreciates the commitment of the Headwaters Fund grant for this campaign. “It brought together two companies to collaborate and do what is right for the entire industry. It has definitely fostered a spirit of collaboration,” he said.

Humboldt County Economic Development Coordinator Jacqueline Debets agreed. “Redwood is a niche, high value product for Humboldt County,” she said. “We lead the forest products industry in the state. This campaign will present redwood to the California consumer, as the premier decking material that it is, and that will sustain jobs in Humboldt County.”

Increased demand generated by the campaign in the decking category is expected to have a “halo effect” on other redwood categories such as fencing and garden accessories.

The commercials will be aired during March Madness, the Masters, and major league baseball games. Humboldt County television viewers will probably not see the commercials until the beginning of May, and then can look for the ads in televised San Francisco Giants and Oakland Athletics baseball games.

Welch said the comparison ads will be running statewide from April through August of this year. The marketing strategy also envisions online advertising “mostly in the Bay Area and southern California,” Welch said. That piece of the campaign is still being organized.

The ads were created by the San Francisco-based advertising agency of barrettSF. “We are really appreciative to have a creative team of this caliber,” Welch said.

Redwood is also part of the Humboldt Made brand and will be included in plans to highlight many local products at Sunset Magazine’s 16th Annual Celebration Weekend on June 1 and June 2 in Menlo Park. Last year, more than 23,000 people attended the event.

The Forest Product Initiative will partner with Humboldt County at the show and take advantage of the opportunity to showcase many Humboldt County products. “It’s a natural fit,” Welch said. “The Humboldt County lifestyle is strong and natural, consistent with the qualities of redwood.”

Photo caption: Redwood logs ready for milling at Humboldt Redwood Company’s Scotia sawmill.

Photo by Mary Bullwinkel/Beacon

You may also read the original story in The Humboldt Beacon.

News

“Trouble at Mendocino Redwood Company” by Will Parrish, Anderson Valley Advertiser, July 1, 2015

“Mendocino Redwood Company: The First 100,000 Acres” by Will Parrish, Anderson Valley Advertiser, June 17, 2015

Yale School of Forests Letter, June 17, 2015

Seeing the Forest for the Trees by Jaimal Yogis, San Francisco magazine

Headwaters Awards $750,000 for Lumber Marketing Project, by Jessica Cejnar, Times-Standard newspaper

Redwood lumber marketing project launching soon; supervisors approve using Headwaters Fund grant, by Megan Hansen, Times-Standard newspaper

We welcome your questions, feedback, and comments. Please feel free to get in touch with us by visiting our Contact Us page. To learn more about Humboldt Redwood, please visit these pages:

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