International Wood International Wood 2005 - Page 14

customer’s specifications. In the end, it’s my job to create a supply base that’s invisible and seamless. “For instance, if a customer is buying cherry, they will get cherry. We’ll look for sources of cherry wherever they may be. We won’t compromise with ‘Chinese cherry,’ which is actually not a true cherry.” Robinson says there’s a push from big-box customers to ensure that the material used comes from sustainable forests. “Sourcing internationally doesn’t mean that you need to sacrifice quality or environmental integrity. We’ve done a lot of work with sources in Europe, and we’re very pleased with their proactive approach to forest stewardship. “At this moment, our global sourcing network is truly a competitive advantage for us,” explains Robinson. “I know that some of our largest competitors have attempted to set up a similar network, but without the IW success we’ve had.” 14 IMPORTED WOOD “Our global sourcing network is truly a competitive advantage for us.” BRIAN ROBINSON