http://www.themercury.com.au/news/politics/labor-releases-policy-for-tasmanias-special-timber-industry/story-fnpp9w4j-1227461792420
http://www.abc.net.au/news/2015-07-29/ltasmanian-labor-backs-specialty-timber-logging-in-wilderness/6656556

State opposition leader Bryan Green today announced a policy for Tasmania’s special timber industry, supporting logging within the Tasmanian Wilderness World Heritage Area (TWWHA).
After a brief hiatus the Labor and Liberal parties are once again in lock-step on forest industry policy in Tasmania.
Once again forest industry policy in Tasmania is driven by politics, waste and community conflict.
“tread widely, tread lightly”
The politicians want us to believe that special timbers is only about fairy land, a magic wand and elvish forest management.
There is no mention of UNESCO, the World Heritage Committee, Forest Stewardship Council, taxpayer subsidies, sacking teachers and nurses, or the last 30 years of politics, waste and community conflict.
Nor is there mention of private blackwood growers.
Instead our politicians will wave the elvish wand and middle earth will magically appear.
It’s just rubbish and deception.
Forestry is not a taxpayer-funded community service!
Nor is this middle earth!
Last month, UNESCO’s World Heritage Committee urged the Australian and Tasmanian governments to ban commercial logging within the TWWHA.
http://blackwoodgrowers.com.au/2015/05/31/unesco-calls-for-changes-to-tasmanias-draft-world-heritage-management-plan-to-prohibit-logging-and-mining/
http://blackwoodgrowers.com.au/2015/07/06/tasmanian-wilderness-world-heritage-area-logging-proposal/
So in good old fashion style our State politicians are once again joining forces to wage war over our forests.
The Tasmanian community will once again be the losers.
With classic political vote winners like “long-term security”, “consultation” and “striking an appropriate balance” we have heard it all dozens of times before.
Absolutely nothing has changed for our pollies.
Except now a lot more Tasmanians are sick and tired of the conflict and nonsense around the forest industry. Not to mention squandering $millions of taxpayer dollars and sacking teachers and nurses, and charging electricity users to help subsidise the forest industry. A lot more Tasmanians will express extreme displeasure if this nonsense continues.
Specialty timber groups believe they were left with an extremely restricted resource after the Tasmanian Forest Agreement was finalised in 2013 and new tracts of forests were declared off-limits. The agreement was repealed by the current Tasmanian Government in 2014.
What absolute rubbish! So called specialty timber groups were left without a (public native forest) resource because of 30+ years of failed forest industry policy; a policy that tied the industry to the election cycle and gave everything to industrial woodchipping leaving nothing but platitudes and tears for the specialty timber groups.
I must say after listening to this sort of rubbish for 30+ years I’m getting pretty sick of it. The culture of entitlement within the forest industry that former Gunns CEO Greg L’Estrange mentioned recently is certainly prevalent within sections of the special timbers industry.
The forestry wars are well and truly heating up once again.
Stand by for the media/community backlash.
The special timbers industry is on a hiding to nothing.
When will Tasmanian get a fully commercial and profitable forest industry?
Ooops! Not such a success
For the past few years Taylor Guitars have been heavily promoting Tasmanian blackwood as the great new sustainable tonewood.
But it seems the promotion plan has come off the rails.
This commentary is speculative but from what I know it fits the available evidence.
After the big release by Taylor of the 2014 Fall Limited Edition (FLE) models things appear to have come unstuck.
https://www.taylorguitars.com/guitars/limited-editions/fall-2014
http://blackwoodgrowers.com.au/2014/08/02/taylor-guitars-put-tasmanian-tonewoods-on-display/
http://blackwoodgrowers.com.au/2014/10/05/island-roots/
The Taylor 2014 FLE models put Tasmanian blackwood up against some serious competition in the way of Hawaiian koa and Tasmanian black heart sassafras, and without too much surprise, the competition appears to have won this race at least.
Sales of the koa and sassafras models were apparently so good that the all koa GS mini is now part of the standard GS mini range. Taylor then came back to Tasmania for a second order of sassafras timber which has now been included in the 2015 Summer Limited Edition (SLE) models.
https://www.taylorguitars.com/news/2015/07/06/taylor-guitars-debuts-stunning-quilted-sapele-curly-mahogany-and-blackheart
https://www.taylorguitars.com/guitars/acoustic/714ce-s-ltd
https://www.youtube.com/watch?feature=player_detailpage&v=zZyNsP-_hVU#t=235
No such joy for Tasmanian blackwood however. Clearly the 2014 FLE blackwood models failed to ignite the market.
Without too much hindsight this result isn’t a surprise.
The fact that the Winter 2015 Wood & Steel magazine from Taylor had a major focus on future tonewood supply but made no mention of Tasmanian blackwood, reinforces the likelihood that Taylor have shifted the focus away from blackwood.
https://www.taylorguitars.com/sites/default/files/Wood-Steel_Winter-2015_EN.pdf
Don’t get me wrong. I think Taylor Guitars are a great company and they make fantastic guitars. But everyone makes mistakes. I’m no marketing expert but here’s why I think the Tasmanian blackwood models failed to fire the market:
Too much serious competition
Of the four styles on offer for the 2014 FLE models, the blackwood models were by far the plainest and least visually appealing. Two of the models featured koa which is a well established quality tonewood in the American market. The Tasmanian blackheart sassafras, whilst new to the international commercial guitar market, was just so visually stunning and unique. Without any tonal heritage sassafras stole the show like a supermodel on the catwalk. Do I guess the premium acoustic guitar market is dominated by men? But who can blame them for being visual slaves. Of course not everyone wants a visually stunning guitar. Some people prefer the plain and unadorned. But that’s definitely not the dominant market.
Product development and design.
Even ignoring the competition the blackwood design in the 2014 FLE lineup was just ordinary especially by Taylor’s very high standards. Taylors have a very strong sense of the aesthetic. So what happened?
If Taylor uses the limited editions to test new products in the marketplace then the 2014 FLE models merely reinforced existing market preferences for the rare, the visually stunning, and the familiar. In terms of pushing Tasmanian blackwood into the international tonewood market it failed.
So how do you introduce Tasmanian blackwood to the international tonewood market?
How do you introduce a plain grain premium tonewood to a market addicted to feature grain and visual appeal?
Here are some ideas:
Tasmanian blackwood has the potential to become an internationally recognised profitable, sustainable, premium tonewood but the road ahead remains uncertain.
I hope one day Taylor Guitars come back to Tasmanian blackwood.
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Posted in Commentary, Markets, Taylor Guitars, Tonewood