The California Redwood Company Unveils New Products, New Brand

EUREKA, Calif., March 15 /PRNewswire/ -- The California Redwood Company today unveiled a new brand and marketing approach. The California Redwood Company's new campaign, Build History, tells the rich story of the company and helps and inspires homeowners, contractors and customers build something special with this beautiful, sustainable and locally grown product.

(Logo:  http://www.newscom.com/cgi-bin/prnh/20100315/AQ70160LOGO)

"This new campaign is much more than just a new logo and a new Web site," says Carl Schoenhofer, vice president and general manager for The California Redwood Company.  "It is an inherent change in the way we do business and will deliver higher quality product, great service and retailer support as we work to reach homeowners with the redwood story." These efforts will begin immediately and are the beginning of an effort that will continue to grow and expand.  

The company is working with a select distribution chain to promote The California Redwood Company brand at all consumer touch points. The new channel-support program includes in-store kiosks, full-scale merchandising opportunities, on-site training, mini-sample decks for display and contractor-referral services.

The company's web presence has also changed dramatically as part of the campaign.  The new site gives homeowners the tools needed to dream, plan and find a retailer to help them build a new redwood deck.

"We're a re-made company, more tuned-in to our markets and better positioned to set the new standard for quality than ever," continues Schoenhofer. "We're getting closer to our customers and our distribution partners, and we're a better company because of it. We're building on 120-years of history, forest stewardship and innovation to bring consumers green products and new ways to enjoy the affordable luxury of redwood."

In addition to the new marketing efforts, there are two new product lines that include 2-inch and 5/4 inch decking options. The products are available in styles that include limited knots as well as uniform-color or blended-tones looks. The new product lines are:

• The California Series, a quality-enhanced version of the California Redwood Collection, includes traditional 2x4 - 2x12 decking and 4x4 and 4x6 post options.
• The Heritage Collection, a super-premium product line, includes surface treatments that shed water more effectively and tightened radial edges for a cleaner appearance.

"To get to these new products, we've made a number of technological improvements throughout the mill.  'For one, we've rebuilt the planer and made changes throughout the mill to improve consistency and give each board a clean, high-quality finish," says Chris Brown, sales and marketing manager for The California Redwood Company. "These investments are aimed directly at bringing higher-quality redwood products to consumers and unprecedented services to our partners in the supply chain".

ABOUT THE CALIFORNIA REDWOOD COMPANY

The California Redwood Company is a wholly owned subsidiary of Green Diamond Resource Company and is headquartered in the heart of the Pacific Northwest's wood basket -- Eureka, California.  Green Diamond has three other divisions, including California Timberlands Division, the Northwest Timberlands Division and Land Management and Business Development.  The corporate headquarters for Green Diamond Resource Company is Seattle, Wash.  The California Redwood Company's lumber manufacturing facilities have been independently certified as meeting the SFI® Standard.  Green Diamond's timberlands, the source for The California Redwood Company's logs, are also certified to the SFI® Standard.  For more information on The California Redwood Company, visit us at www.californiaredwoodco.com.

SOURCE The California Redwood Company