Ben Deumling: Zena Forest Products

The Woodpreneur Podcast

In this episode, Steve Larosiliere interviews Ben Deumling from Zena Forest Products as he discusses the journey of his company, which specializes in producing hardwood flooring from Oregon oak. The business started as a way to utilize the oak trees on their family’s forest lands and has grown into a vertically integrated operation. They have developed the infrastructure to process hardwoods, with a primary focus on producing hardwood flooring. A pivotal moment for the company was securing a contract to provide flooring for the Portland airport, which led to the development of a new type of flooring. Zena Forest Products is now focused on scaling and marketing this innovative product.

Takeaways

• Zena Forest Products is a vertically integrated company that specializes in producing hardwood flooring from Oregon oak.
• The company started by utilizing oak trees from their family forest lands and has grown significantly over the years.
• Securing a contract to provide flooring for the Portland airport was a pivotal moment that led to the development of a new flooring product.
• The company is currently focused on scaling and marketing this unique and innovative product.

Chapters

00:00 Introduction to Zena Forest Products

02:10 Starting the Mill Side of the Business

04:36 Providing Flooring for the Portland Airport

07:10 Transforming the Business with a Big Project

10:05 Primary Product and Target Customers

12:15 Demand and Market Expansion

13:22 Exploring Other Byproducts and Product Lines

16:28 Satisfying Aspects of Running the Business

18:47 Utilizing Video and Photography for Marketing

19:37 The Origin of the Name Zena

20:43 Seeking Advice on Scaling and Marketing a New Product

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Connect with Ben at:

https://www.instagram.com/zenaforestproducts/