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AHEC's strategy to open up new market opportunities includes collaborations, installations, seminars, workshops and sustainable design initiatives

AHEC's strategy to open up new market opportunities includes collaborations, installations, seminars, workshops and sustainable design initiatives

“Collaborative installations have proven to be a highly effective way of stimulating interest from designers and the design media. At the same time, they help to serve as a means of demonstrating the beauty of widely-available and yet under-utilized American hardwood species," states Roderick Wiles, AHEC Director for Africa, Middle East, South Asia and Oceania. With this in mind, the American Hardwood Export Council (AHEC), has outlined its forward thinking strategy to open up new market opportunities for American hardwoods in 2016. Major elements of the campaign will involve collaborations, installations, seminars, workshops and sustainable design initiatives across both established and emerging markets in India, South Africa and the Middle East and North Africa (MENA) region.  AHEC will also focus its strategy on education aimed at all elements of the ‘timber chain’, whether it is specifiers (architects and interior designers), end users (furniture and joinery manufacturers) or importers and distributors. AHEC intends to conduct seminars across different markets, highlighting positive developments such as the growing acceptance of thermally modified U.S. hardwoods, which can be used in exterior applications, such as decking and cladding and the development in engineered wood solutions, particularly cross laminated timber (CLT), which represent an exciting potential for American hardwoods and particularly for American tulipwood given its high strength-to-weight ratio.

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