American Softwoods is adopting a proactive approach to wood promotion in Europe and further afield. We have relaunched and refocused the American Softwoods brand to make sure the industry is aware of the benefits of species such as southern yellow pine, Douglas fir and hemlock.

New information and technical guidance has been produced – four new focuses on southern yellow pine’s environmental credentials, profiles, decks and pressure-treated wood are available at

We are working with the Timber Decking and Cladding Association to mount two seminars for the industry in London on October 5 and in Leeds on October 12. A series of advertisements has also been created, focusing on the benefits of using American softwoods in different applications. A new website was recently launched at

We are pleased to have been one of the first companies to support Timber Expo and eight of our members will be participating. They are keen to meet UK importers and to help develop the market for American softwoods. Timber Expo will see the first use of our new purpose-built exhibition stand which incorporates a southern yellow pine deck and samples of all the main US softwood species.

In Europe this autumn, American Softwoods will be exhibiting at MADE Expo in Milan, Italy’s best attended architectural and trade show to help foster commercial relationships in the region. Maderalia – the international suppliers fair for furniture and wood industries – will be visited to make an assessment of the Spanish market, and there are plans to investigate the Turkish and surrounding markets at Intermob, Turkey, the wood and furniture industries fair.

The Dubai Wood Fair was attended by 19 exhibitors and attracted an excellent level of visitors from throughout the Middle East, though there were noticeably fewer visitors from North Africa than in previous years, for understandable reasons. In February 2012, we shall be exhibiting at Indiawood in Bangalore in order better to understand this major new potential market.

Visit us at Timber Expo – you can be assured of a warm American welcome!

Charles Trevor is a consultant to American Softwoods.