THE BLOCKBUSTER IN THE WOODS

PHOTO COURTESY OF DEAN HARDWOODS

But just like in Hollywood , it is not always easy to predict the next big hit . Finding the next “ must-have ” species of wood takes a lot of investment , marketing and promotion .

Introducing a new species to the market provides many benefits – to both the environment and the industry . Each new successful introduction reduces pressure on the other commonly used species and brings much needed financial capital to developing countries .

One recent success story has been jatoba ( Hymenaea courbaril ) which is sold in the United States under the trade name of Brazilian cherry .

Jatoba has the rich look of American black cherry . Jatoba is proving to be a sustainable alternative for black cherry which only makes up two percent of the U . S . forest inventory . The continued restrictions on harvesting from key U . S . Forest Service National Forests have further limited availability of this beautiful species .

So how did jatoba get from unknown to a key market player ? Well it is not easy , sort of like scribbling an idea on a napkin , turning it into a screenplay and then producing the movie .

The first obstacle is recognizing that most of these species are not unknown ( or even lesser-known ), they are lesser used – and typically for quite legitimate reasons . They may be only available in limited quantities , have less desired qualities ( appearance , performance ), or truly be “ lesser known .”

The path to performance starts with understanding the physical – i . e . working – properties of the wood . We are very fortunate to have great resources available in the U . S . and in many foreign countries . The U . S . Forest Products Laboratory in Madison , Wisconsin ( www . fpl . fs . fed . us ) provides a great resource database for understanding the specific properties of imported wood species .

Countries such as Brazil , Malaysia , Indonesia and Ghana also have forest products labs or have done extensive testing of their native species . In addition , a significant number of publications and company websites exist that further add to our understanding and potential use for thousands of additional species .

Armed with good data on the physical properties of a wood species , the next step to move from lesser-known to “ known ” requires application . This is where marketing and promotion come to play . Back to the story of Brazilian cherry .

The market saw a need , the physical properties information was known , but now it was up to good ol ’ market innovation to jump in . With product manufactured to U . S . specifications – companies were able to unleash their sales forces to actively distribute samples , advertise in trade magazines and at tradeshows , to slowly create the necessary momentum to create the “ blockbuster hit ” we now know as jatoba .

So , what ’ s next you might ask ? Is it massaranduba ( Manilkara bidentata ), known for its stability and strength for marine applications and outdoor projects ? How about red laurel or “ louro ” ( Ocotea rubra ), fantastic for both indoor and outdoor use , given its good finishing characteristics and durability ? From South America there ’ s also angelim pedra ( Hymenolobium excelsum ), araracanga ( Aspidosperma spp .), tatajuba ( Bagassa guianensis ), Santa Maria ( Calophyllum brasiliensis ), tornillo ( Cedrelinga catenaeformis ), tauari ( Couratari spp .), açacu ( Hura crepitans ), mora ( Mora spp .), and mandioqueira ( Qualea spp .), to name a few . All possess unique characteristics that make them work , depending on the species , in a whole host of applications – from furniture to floors , cabinets to decks , and doors to windows , in interior and exterior applications .

Which is best for you ? The “ Next Big Blockbuster ”? Well now is the time to get creative with your suppliers and try for yourself !

The increased and renewed interest from U . S . consumers to use exotic species is due in large part to the heavier promotion from foreign manufacturers combined with the tremendous increase in product quality and availability . While these species won ’ t be able to fill all needs , we encourage you to continue to work with your suppliers on opportunities to expand the range of species used from our precious forests – it is good for the forests , and it can be very good for your business .

Imported Wood is a great venue for promoting the characteristics and market potential for various lesser-known species , and IWPA hopes to be able to include more features on specific species in future editions . IW