From the Executive Director: December 2023

December 2023

Looking Back, Looking Ahead

What a year 2023 has been! I don’t know about you, but I’ve never felt more optimistic about the future for the Southern Pine lumber industry.

Together, with our members and industry partners, we have traversed the challenges and celebrated the triumphs that defined this remarkable year for the Southern Forest Products Association, the least of which include one of the best Forest Products EXPOs ever, expanded Southern Pine lumber promotion opportunities, and a record-breaking number of new members.

Reflecting on these accomplishments, it’s clear our community is a dynamic force, fueled by your passion and dedication. The myriad ways in which you’ve engaged with SFPA and the Southern Pine lumber community attending events, volunteering your time, and contributing your unique perspectives have collectively woven the fabric of a vibrant and supportive association.

Your collective contributions have made our association a thriving hub of shared knowledge, expertise, and camaraderie.

Looking ahead, 2024 holds the promise of even greater accomplishments. We will continue to explore new avenues for growth, embrace innovation, and continue to make Southern Pine lumber the preferred building material around the world.

I encourage each of you to share your aspirations for the upcoming year and actively contribute to SFPA’s success of our association. Your voice is invaluable, and together, we can create a future that reflects the collective vision and ambition of our dynamic community.

On behalf of the SFPA Board of Directors and staff, I wish you a joyous holiday season filled with warmth and connection. May the New Year bring you renewed inspiration, continued support, opportunities for growth, and new successes.

SFPA 2023 New Membership Finishes Strong

In what was already a record-breaking year for new members, the SFPA is finishing 2023 strong with the addition of three new members who we know will elevate the already-strong community of Southern Pine lumber manufacturers and providers:

Are you ready to join SFPA, or do you know someone either a lumber manufacturer or company that supports the Southern Pine lumber community who would benefit from SFPA membership as much as you? Get started today by clicking here.

AMSO Names New International Market Consultant

For our members who have traveled to international trade events with SFPA and American Softwoods over the past 13 years and those who have read or listened to his commentary on Southern Pine lumber in global markets, it’s an understatement to say we’ll miss Charles Trevor when he retires at the end of December 2023.

Charles’ insight, guidance, and efforts to expand the use, knowledge, and exposure of Southern Pine and American softwoods lumber in Great Britain, the European continent, the Middle East, Northern Africa, India, and Egypt has been monumental for the industry. SFPA and American Softwoods, including its partners at the Softwood Export Council, thank you for all your efforts to make and keep Southern Pine and American softwoods the preferred lumber choice around the globe.

With that said, we couldn’t be prouder to welcome Sarah Johnson as our new international market consultant to replace Charles. As the founder of LOTUS, a public relations and marketing agency, Johnson’s experience includes representing and marketing Alaskan seafood throughout Northern Europe and wines and the wine-producing region of Oregon to the U.K. market, building a U.K. market positioning analysis for U.S. dry beans, and working with FAS in London to develop marketing strategies to grow consumer preference for U.S. food and drink.

Click here to learn more about what Sarah brings to the team! is Almost Live

We’re about one week out from launching the most comprehensive website for all things Southern Pine lumber with the newly rethought and redesigned

The SFPA team put a lot of thought and work with you in mind design professionals, builders, DIYers, or anyone using or supporting the Southern Pine lumber community to create an easy-to-use, one-stop-shop for all the Southern Pine lumber technical guidance, resources, and best use applications for. We can’t wait to share this new resource that combines six websites into one for your benefit!

Membership Renewal Close December 31

That’s right! Only 20 days remain to make sure your SFPA benefits don’t expire and no one wants that! Give your team the gift of Southern Pine lumber-exclusive networking, resources, intelligence, and recognition for 2024 (and beyond), and check off one of your end-of-year to-do items early!

Questions about renewing your membership? Contact SFPA Communications Manager Christian Moises APR at