American Hardwood Export Council launches Grown in Seconds
The American Hardwood Export Council (AHEC) has launched a European wide campaign called Grown in Seconds, to bring to life the highly sustainable credentials of American hardwood
The American Hardwood Export Council (AHEC) has launched a European wide campaign called Grown in Seconds, to bring to life the highly sustainable credentials of American hardwood and their fascinating research around environmental life cycle assessment (LCA), driving forward the discussion around the environmental benefits of using hardwood in design and manufacture.
As its name suggests, the heroic fact at the heart of the Grown in Seconds campaign, is the time it takes for the American forests to produce American hardwoods through natural regrowth alone – that means no replanting.
The American forests are so vast they cover around 33% of the country and their trees are harvested selectively. This means that when architects, designers or manufacturers specify American hardwoods for their creative projects, the wood they use is replaced through natural regrowth across the entire incredible forest, within a matter of mere seconds. Some species of American hardwood are growing faster and in greater volumes than we can even use them.
Grown in Seconds serves to celebrate this by presenting nine creative projects produced by AHEC, showcasing their fascinating and remarkable environmental credentials; from the time it takes to grow the American hardwood to the object’s carbon footprint.
The site is supported by online adverts, placed with design and architecture led publications, to drive online visitors from across Europe to the Grown in Seconds site.
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