Rob Chaney of the Missoulian recently introduced his readers to noble rot. During winemaking, the moldy grapes produce some of the priciest of juices.
Winemakers are not the only beneficiaries of noble rot. Ryan Palma of Sustainable Lumber Company has found a bounty in Montana’s beetle-killed, fungus-stained pine forests. Picking at a friable seam of rotten heartwood in a Ponderosa pine plank reveals a defect that is what actually makes the lumber a sought after raw material; for the production consumer goods like a high-end, living room table. Consumers place value on such finished goods; made with aged woods, which rot, split, check and crack, that add to texture.
Sustainable Lumber Company demands beetle-killed pine, especially with exotic blue hues. Palma's Missoula showroom offers pine and fir flooring panels in eight shades on three surfaces, from smooth to hand-gouged. While those tree species are known as “softwood,” the dings, dents and scratches, which occurs either naturally or by Palma’s preparation process, make it more desirable than “hardwood” species like beech or aspen. “The industry’s changed a lot in the last 20 years,” said Palma, who was the University of Montana Grizzly football free safety, during the 1995 national championship team. “I used to sell boxcars of lumber to distributors, who sold it to retailers, who sold it to builders. Now I’m the largest producer of fir flooring in the world, and it’s a 100 percent made-in-Montana product.”
Palma’s six-year-old company employs just one or two loggers who cut trees on order and send them to a Mennonite community for the hand-finishing work. About 40 people there hand-surface, dye and shape the wood into flooring and paneling. Sustainable Lumber also makes surfaces for cabinets and other custom fittings, but limits that work to local customers. Palma said 90 percent of his inventory ships out of state.
Last Wednesday, he loaded seven pallets of finished fir into a Fed Ex truck for delivery to an internet start-up company in Brooklyn, New York. “A lot of the lumber industry is a dinosaur, not willing to change,” Palma said. “We’re doing things nobody in the lumber industry was doing. I’m building a 3-D showroom on the website so people can virtually walk through and see everything we have. It builds validity that we’re a real company, not some internet broker.”
Innovative wood products have made a significant dent in the traditional lumber market pie chart. On Nov. 14, Alaska Airlines flew a passenger jet from Seattle to Washington, D.C. on a tank of 20 percent biofuel made from wood pulp. An Oregon company produces sheets 12 feet wide, 48 feet long and 2 feet thick. They compete with concrete slabs for skyscraper construction, with the potential to support commercial buildings six to 10 stories tall.
About SLC
But while Palma may need a single beetle-killed Ponderosa pine for a custom table order, he said he depends on Montana’s existing 10 large sawmills for the hundreds of thousands of board-feet of Douglas fir he uses for flooring. “We’re trying to use technology where nobody else in the industry really is right now,” Palma said. “But we still need that mill infrastructure to stay in place, not only for us but for the overall health of the forest.
Take a Tour
Phone Number:
406-642-7120
Website:
http://www.sustainablelumberco.com
Mailing Address:
PO Box 18315
Missoula, MT 59808
Showroom and Design Center:
2935 Stockyard Rd. Unit L-1
Missoula, MT 59808
Millwork Plant:
2870 Gold Creek RD.
Gold Creek, MT 59733
Other Articles about SLC.
Floor Covering Media, a business network serving the floor covering industry, provides readers timely, objective news and information about flooring topics.
Readers may conveniently retrieve this timely, objective news and information at Floor Search.info, which is Floor Covering Media's public search engine.
Why Advertise Here?
Exclusivity!
Attention! Flooring Advertisers and those who have been chosen to represent them! When on the lookout for valued venues visited by flooring buyers and suppliers, consider this effective, refreshingly affordable, alternative. During the months ahead, consider Floor Covering Media for the short list of potential candidates that deliver your message (or your client's message) to it intended target audience.
Measurability!
Test drive the Floor Covering Media advertising managment system; effortlessly tracking advertising response rates of multiple sets of supplied, advetising material; positioned at specified locations either for the duration of the placement or for specified time periods of the placement duration on demand. The advertising tracking system is conveniently reached. Look for the 'My Ad Responses' Profile Page Tab.
Simplicity!
Media planners tasked to located flooring focused, promotional resources are provided with a unique solution, which assures them that their promotional messages get the attention they deserve, as they are viewed by those exploring the market for flooring. Let your message align buyers and suppliers at the point of purchase. Buyers and suppliers could be accommodated on demand at Floor Covering Media.
Advertisements are placed in designated areas throughout the Floor Covering Media Website. Advertisements are empowered with special functionality, which enable would-be-buyers to reach the advertiser profile page, which is the landing area for prospective buyers exploring our market. The profile page is a hub for linking functionality and response tracking of promotional messages:
- Linking Functionality serves to empower browsers of would be buyers, whose curiosity is piqued by the creative, compelling promotional message in Advertiser’s Advertisement, to be transported from that Advertiser’s Advertisement to that Advertiser’s Profile Page.
- Click-Through Functionality serves to empower browsers of would be buyers, whose curiosity is sustained when visiting the Advertiser’s Profile Page, to click through from the Advertiser’s Profile Page to both their Internal Documents and their External Websites; once the Advertiser placing the Advertisement properly sets up Profile Page to enable links, which ultimately empower the would be buyers to satisfy their sustained curiosity.
- Response Tracking Functionality serves to empower browsers of member advertisers seeking to measure impact of their advertising message by transporting advertisers from link provided on their Profile Page to area of the site, which would conveniently display a calendar of an advertisement’s Click-Through Activity for the day, week, month and more.
Those would-be-buyers, responding to the promotional message, displayed in the advertisement, click on the link in the advertisement, which directs their browsers from the promotional message to the advertiser’s profile page, which is the landing area for respondents; seeking to learn more about: the advertiser, their organization, products, accessories, services, press releases and their external Websites. The profile page serves those professionals seeking background information. Post links leading to job campaign portfolios, resumes and cover letters, for those considering a career transition within our industry or those in pursuit of a career change from another industry. Employers, hiring executives and employment agencies could benefit during candidate searches.
Linking functionality, from profile page hub, is virtually limitless within the confines of our industry. Advertisers post internal links on their profile pagefor the purpose of promoting their organization, its image, their family of products and workforce background information. Internal links redirect browsers from the advertisement through the profile to the documents reached from profile page. External links redirect browsers from the advertisement through profile to Website reached from profile page for the purpose of building additional traffic volume to websites serving our industry.