By Patricia Davis
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Wood Products generates 20 million board feet of Northern Appalachian Hardwoods per year. Since 1993 alone, sales have increased from $6 million to over $30 million, thanks to a focus on international markets and equipment that has improved product quality and increased efficiency. "We are most proud of our expansion since 1994 and the success of developing a larger customer base in the world market."
Messenger went on to say how much he credits the 128 members of the team with making Wood Products what it is today. In fact, employees share in the profits quarterly and all take great satisfaction in their work; they keep costs down, quality up and are committed to no only the customer, but each other, as well. You can have the best equipment money can buy, but it won't matter much without good people to keep it running, Messenger states.
Besides the Salem / Inovec carriage and Edger, Wood Products utilizes a Salem Debarker, Salem Line Bar Resaw and Salem Trimmer. Slabs are processed by a CM & E Chipper and Bark by a Montgomery Hog. Both the stacker and Dry Kilns are by Irvington-Moore. Caterpillar and Komatsu Loaders service the Sawmill. Caterpillar and Kalmar lift trucks maintain the Stacker, Yard and Dry Kilns. Toyota Lift Trucks service the Grading Lines, and the load the Containers, Flatbed and Railcars. The Messengers base their purchase decisions not necessarily on price, but on service and machine engineering. "We are willing to invest more in equipment than the average business person." We value relationships and it means a lot when a supplier gives you his home number with the assurance to give them a call if you ever need anything.
Initial beginnings in 1938 by family members have been grown to present levels by Jeff, Reg and their father Max Messenger. Unlike generations ago, though, rising timber prices and stagnant selling prices characterize the industry. The Messengers must also continue making the capital expenditures necessary to compete without becoming overly debt-ridden.
The Messengers know exactly what it takes to stay at the top of their game. Ensuring continual improvement in every aspect of their operation-from sales and service to production and optimization-is critical, as is adapting to meet customer needs and staying flexible enough to shift with the conditions of the market.
Reg Messenger explains what else a company like Wood Products must do: "Provide our customers with the best value at an optimum revenue for Wood Products, while maintaining a high quality product and producing at the lowest possible cost. Give the customer an excellent value and build a lasting relationship with all customers and suppliers, its simple!" He adds: "We stay in touch with our clients constantly and take care of any problems immediately. We correct our mistakes based on our customer's comments. All you can do is strive for excellence and handle reasonable client concerns without hesitation."
What's ahead for Wood Products? Reg Messenger has no hesitation in telling it like it is. "In our future I see rising timber prices and further environmental constraints; production expanding to meet buyer needs, thereby shrinking margins; the need for optimization and maximizing value; the need for large capital improvements and volume efficiencies." Yet, Messenger concludes that it will take something even more: "The confidence to continually improve and invest capital while realizing that benefits will be attained only in the long-term future."
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(c) 1999 Forest Products Equipment magazine, used by permission.