In this episode of the Woodpreneur Podcast, host Jennifer Alger speaks with Todd Walker, the director of marketing at NWH, who has been with the company for 38 years.

They discuss the evolution of the wood industry, particularly the commercialization of alder, changes in marketing strategies over the decades, and the importance of storytelling in connecting with consumers.

Todd shares insights on the challenges facing the wood industry, the value of quality products, and the role of women in the industry. The conversation emphasizes the need for education and communication to shift consumer perceptions and promote sustainable practices in the wood business.

Top 5 Takeaways:

  • Todd Walker has been with NWH for 38 years and helped pioneer the commercialization of alder wood
  • Marketing has evolved significantly with the advent of the internet and social media
  • Storytelling is crucial for connecting with consumers about wood products and their benefits
  • The wood industry faces challenges from substitute products and needs better education to change consumer perceptions
  • Quality wood products can be more sustainable than cheaper alternatives, appealing to younger generations who value sustainability

Chapters

00:00 Introduction to Todd Walker and NWH

03:04 The Evolution of Alder and NWH’s Role

06:00 Marketing Changes Over 38 Years

08:59 The Importance of Storytelling in Wood Marketing

11:56 The Shift in Consumer Perception of Wood

14:52 Challenges Facing the Wood Industry

18:04 The Value of Quality in Wood Products

21:02 The Role of Women in the Wood Industry

23:52 Connecting with the Next Generation of Consumers

26:38 Todd’s Accomplishments and Leadership Philosophy

29:38 Conclusion and How to Connect with NWH

The Woodpreneur Podcast brings stories of woodworkers, makers, and entrepreneurs turning their passion for wood into successful businesses – from inspiration to education to actionable advice. Hosted by Steve Larosiliere and Jennifer Alger

For blog posts and updates: woodpreneur.com

See how we helped woodworkers, furniture-makers, millwork and lumber businesses grow to the next level: woodpreneurnetwork.com

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You can connect with Todd at:

https://nwh.com/

https://www.linkedin.com/in/todd-walker-505867339/

https://www.instagram.com/northwesthardwoods/