TV series to feature U.S. hardwoods in U.K.-EU markets - American Hardwood Export Council's marketing strategy - Brief Article

AgExporter, Dec, 2003 by Donald Washington

In October, a British television series began featuring U.S. hardwoods. The show is on a Discovery "Home and Leisure" channel, and could reach up to 30 million homes in Europe. A well-known British craftsman-designer will demonstrate and describe basic manufacturing processes for different pieces of furniture made from American hardwood species, such as black walnut, maple, cherry, oak, elm and ash. This TV series, the "Cutting Edge Woodworker" will also feature visits to two leading U.K. distributors that import U.S. hardwoods. The series will be supported by U.S. suppliers, and wood product information will be provided on television show's Web site. The series, which is expected to significantly increase the awareness of U.S. hardwoods in Europe, is part of AHEC's (the American Hardwood Export Council) MAP (Market Access Program) strategy to raise the profile of U.S. hardwood products.

FAS public affairs specialist Donald Washington is at (202) 720-3101; E-mail: Donald Washington@usda.gov.