George Celtrick, president of Whitewood Products, discusses further Whitewood Products' custom large and small order hardwood flooring products offered to contractors and retailers to match their customer’s needs. He discusses the process, which includes either a description of the desired flooring or a sample, which Whitewood will replicate. Celtrick also talks about the elements of the custom program and the Fiddleback program, offering a wide variety of hardwood and color offerings.