What does it take to spend 21 years championing an industry most people take for granted? Jesse LaSon, Vice President of Sales at Rossi Group, has built a career doing exactly that, and his passion for American hardwoods is contagious.

In this episode of the Woodpreneur Podcast, Jennifer Alger sits down with Jesse to explore the full journey of Appalachian hardwoods, from sustainably managed timberland to sawmills, kilns, and eventually the hands of craftspeople around the world. Rossi Group is a family-owned business with deep roots in the hardwood industry, and Jesse pulls back the curtain on how they manage multiple sawmills, distribute species like cherry, white oak, red oak, soft maple, poplar, and ash, and compete in both domestic and international markets.

The conversation goes far beyond logistics. Jesse opens up about the real challenges facing the hardwood industry today, including the impact of tariffs, shifting export markets, trucking pressures, and the ongoing battle against misconceptions about deforestation and sustainability. He shares why industry advocacy and consumer education are just as important as any sales strategy, and how getting architects, designers, and everyday buyers to choose local, sustainable wood can shape the future of American forestry.

You will also hear how Jesse thinks about leadership, team culture, and developing people within a growing, global company. His approach to building a strong sales team from the inside out is something any woodworking entrepreneur or business owner can learn from.

Whether you are a woodworker, a lumber professional, or someone building a craft business from the ground up, this episode is packed with insight on sustainability, business growth, and what it means to truly champion your craft.

Chapters:

00:00 - Introduction to Jesse LaSon and Rossi Group

04:36 - Timberland management, sawmill operations, and species distribution

09:04 - Export markets, tariffs, and global hardwood trade

12:25 - Jesse's 21-year career journey in the hardwood industry

15:25 - Leadership, team building, and company culture at Rossi Group

20:53 - Promoting American hardwoods and fighting misconceptions about sustainability

23:52 - Industry advocacy, consumer education, and marketing to architects

29:24 - Overcoming industry challenges and Jesse's commitment to the craft

The Woodpreneur Podcast brings stories of woodworkers, makers, and entrepreneurs turning their passion for wood into successful businesses - from inspiration to education to actionable advice. Hosted by Steve Larosiliere and Jennifer Alger 

For blog posts and updates: woodpreneur.com

See how we helped woodworkers, furniture-makers, millwork and lumber businesses grow to the next level: woodpreneurnetwork.com

Empowering woodpreneurs and building companies to grow and scale: buildergrowth.io

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You can connect with Jesse at:

https://rossilumber.com/

https://www.instagram.com/rossilumber/

https://www.facebook.com/people/Emporium-Hardwoods/61573173827770/

https://www.linkedin.com/in/jesse-lason-50521a33/