These producers first looked at the industry that was taking so much of our market share away – softwood lumber. In 2010, softwood lumber producers passed a mandatory national checkoff after years of anemic demand. It’s worth noting – there was a small group of producers at the time who were actively campaigning against the checkoff. Fast forward to today and the industry has seen triple-digit growth in demand and recently overwhelmingly approved the continuation of their checkoff.
With a CMU Checkoff, our industry can accomplish even more than what our competitors have done. We can win back market share while creating new markets and demand. We can create industry advocates and partner with universities to influence the next generation of designers, architects and engineers. We can launch a national promotional effort to influence consumers to contractors, architects to regulators. These programs accelerate our industry forward in a way that could never be accomplished without a national checkoff.