George Celtrick, president of Whitewood Products, talks about his career in the hardwood flooring business, the prefinished and the unfinished hardwood flooring markets, and the unique hardwood flooring company he has launched. Celtrick talks about the products his company offers, which begin with a variety of unfinished hardwood and become finished flooring to the contractor’s or retailer’s specifications, including lengths and widths, hand sculpted, poly, oil finish or metallic points and two-pass finishes offering a much broader offering than standard hardwood flooring companies. He also discusses the large and small order volume offered by the company.