Real American Hardwood Coalition Launches Website

The Real American Hardwood Coalition (RAHC), a domestic, industry-wide promotion initiative for Real American Hardwood™ products, has launched a website at designed to inspire and educate consumers. The National Wood Flooring Association (NWFA) played a lead role in the development of the new website, guided by previous experience gained from the launch of their consumer-facing website at
“We’ve seen success with our “Real Wood. Real Life” campaign and, and it made sense to expand our message beyond hardwood flooring, to include cabinets, furniture, and more,” says Michael Martin, president and CEO of the National Wood Flooring Association (NWFA). “Many of the 30-plus local, state, and national associations involved were already connected through the Hardwood Federation, making voluntarily funding requests for the new campaign much easier to accomplish.”
The new website takes visitors on a digital journey to learn how and why they should choose Real American Hardwood flooring, cabinetry, millwork, furniture, and other home goods.
“Today’s consumers are overwhelmed with product choices and often believe they’re buying natural and renewable hardwood products, when in fact, they’re buying look-alikes such as vinyl and plastic that are manufactured from non-renewable resources,” explains Martin. “Now, the industry has an informative tool setting the record straight and separating fact from fiction – backed by research and science.”
Designed by CANVAS United – a high-profile agency known for its exceptional creativity, impressive project portfolio, and extensive experience in promoting commodity and agricultural goods – the website educates consumers on the advantages and benefits of Real American Hardwood products in ways that make emotional connections. Interactive site modules engage consumers and compare the appearance, durability, value, home health, and environmental attributes of real wood products to faux, wood-look alternatives. The site also serves as a hub for project inspiration, maintenance tips, and environmental facts, and explores how hardwood is influencing lifestyles and culture in the modern world.
In the months following the site launch, the RAHC will run an extensive consumer-focused social media campaign, followed by a full promotional media campaign throughout 2023.
“We’re excited about the site’s launch and the potential it offers us as we move forward directly reaching consumers,” explains Martin. “In the next phase of development, the NWFA will explore integrating our existing “Real Wood. Real Life” campaign within the new Real American Hardwood website, directly connecting NWFA members with consumers who are looking for hardwood flooring.”
If you are a member of the NWFA, or one of the other founding organizations, and believe in the use of Real American Hardwoods over plastic, vinyl, and laminate look-alikes, please financially support the initiative by visiting

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