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Industry & Trends

‘Got Milk?’ Agency to Promote Real American Hardwood™


January 12, 2022 | Bill Esler

Pittsburgh, PA—The Real American Hardwood Coalition, an industry promotion initiative for Real American Hardwood™ products, retained ad agency Canvas United to develop a consumer-facing website at

“We are thrilled to be partnering with Canvas United to design and build a dynamic website to promote Real American Hardwood products,” says Michael Martin, president and CEO of the National Wood Flooring Association, and member of the RAHC board. “They are the brains behind the ‘got milk?’ website, which we greatly admire. We’re looking forward to leveraging their expertise to deliver a digital experience and craft messaging that engages and informs visitors.”

Canvas United, famed for its work on the Got Milk?® campaign for the California Milk Processor Board, was selected from a field of seven high-profile agencies based on its creativity, project portfolio, and extensive experience working with a variety of client types—including other commodity groups. The full-service digital agency is part of the United Collective and has offices in New York City and Huntington Beach, CA.

Scheduled to launch in the second quarter of 2022, the new website will tout the advantages and benefits of Naturally Authentic™ Real American Hardwood flooring, cabinetry, furniture, millwork, and other products with an aim to connect emotionally with consumers across various demographics.

Interactive modules will educate consumers on the products they’re choosing to bring into their homes by comparing the appearance, durability, value, home health, and environmental attributes of Real American Hardwood products versus faux, wood-look alternatives. The site is intended to serve as a hub for project inspiration, maintenance tips, and technical information, as well as product sourcing.

“Our industry and our products have compelling stories to tell,” Martin says, “stories for the benefit of Real American Hardwood products and all industry stakeholders.”

The Real American Hardwood Coalition is a voluntary, industry-wide, domestic initiative that seeks to promote Real American Hardwood™ products by educating consumers, increasing markets and sales, improving industry stability, and researching and developing new products. To learn how to get involved, visit


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