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.”
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IMPORTED WOOD
“Our global sourcing network is truly
a competitive advantage for us.”
BRIAN ROBINSON