Maderalia Tradeshow Brings Southern Pine to Spain


Sarah Johnson, the Southern Forest Products Association’s consultant with American Softwoods in Europe, the Middle East region, Northern Africa, India, and Egypt, and SFPA board member Vince Almond, director of Almond Brothers Lumber Company, traveled to the Maderalia tradeshow in Valencia, Spain from May 14-17, 2024, to showcase Southern Pine and American softwoods.


The Maderalia show celebrated its 40th year this year, and American Softwoods (AMSO) last exhibited at the biannual show in 2022.

As in previous years, AMSO shared a stand with the Asociación Española del Comercio e Industria de la Madera (AEIM), the Spanish timber trade association.

As part of an ongoing partnership, the show saw the launch of a series of publications by AEIM entitled Maderas Comerciales, which featured an AMSO ad on the back cover, as well as entries for Southern Pine, Douglas Fir, Hemlock, and Western Red Cedar.


European demand and consumption of softwood lumber is on the decline. The value of softwood lumber exports to the European Union was down 37% in 2023 from $22.4 million in 2022 to $14.1 million – a five-year low. Spain accounts for $2.3 million, which is also down from $2.5 million the previous year, a marginal decrease compared to the broader European decline. Click here to dig deeper into the April 2024 report on Southern Pine exports to EU nations.

Within the Spanish market, demand for American softwoods is still strong in the regions of the Canaries and Balearics, and there is still much potential to explain the benefit of using American Softwoods in construction beyond interior doors, flooring, and mouldings.

The Spanish construction market size was valued at $72.8 billion in 2022 and is expected to grow at a compound annual growth rate of more than 2.5% over the next 10 years. Economic growth and government investments are playing a crucial role in the expanding construction market.

American softwoods are well known in Spain, and there is no doubt that the longstanding partnership with AEIM has contributed to our strong awareness levels.

 SFPA members: Don’t forget to check out the contacts secured during the show and their corresponding contact information on our members-only site!