Jenny Culbertson entered into the lumber industry just over a year ago with a “win the day” mindset and a mission to make her dad proud. After 15 years at Dell, she made the bold leap to become a trader at Atlantic Forest Products—and hasn’t looked back! In this member spotlight, discover how Jenny found her footing in the industry, her most memorable ‘wow’ moments and how her personal motto continues to drive her success.

Tell me about yourself. What is your background and how did you get involved with wholesale lumber?

I have taken an unusual path to get to the lumber industry. I grew up in Oregon meeting traders on the trading floor with my dad, who has been in the industry my whole life.  I took a different route after college, and after graduating from the University of Oregon, I moved to Austin, TX, where I worked for Dell for 15 years. During my time at Dell, I got my Executive MBA from Baylor (I like green and yellow 😊), where I realized I didn’t want to be in the tech industry any longer. I had amazing coworkers that I loved working with, but I wasn’t a ‘techie’, and it felt like a good time to part ways with how advanced the industry had become. So, now here we are, one year and two months into my new career, now a trader working with my dad at Atlantic Forest Products.

What motivates you to continue on this career path and be a part of the wholesale lumber industry?

Don’t roll your eyes, but I want to make dad proud. He has spent his life in this industry, building countless relationships and redefining his offerings, and I want to continue that legacy for him (if he ever decides to retire!).

I also have loved learning about this business and finding areas where I can stand out. My education and career focused on sales, marketing and merchandising, so I’m comfortable with people and marketing myself and products—and it’s been really refreshing not having a global marketing team tell me what fonts and color palettes I can and cannot use in emails … true story.

In what ways have you seen the lumber industry evolve over the years?

Personally, I’ve experienced the consolidation of yards, the big guys buying out the little guys, and I understand that’s happening on the mill side too. I realize it’s not unique to this industry, but it is a hurdle that we need to constantly be aware of.

What has been the most rewarding part of your career so far? Are there any “wow” moments that particularly stand out to you?

Oh gosh, I have so many ‘wow’ moments already in just a year! My first sale was definitely a moment, as well as my first purchase from a mill. I’ve been able to meet so many remarkable individuals from both the mill and buying side, as well as at my company. Meeting and conversing with some of the ‘old timers’ who have known my dad for 20+ years has to be the most rewarding part. However, this industry is about relationships, and I love that—it’s what corporate America is missing.

Tell me about your involvement with NAWLA. How long have you been a member and what made you want to join?

I’m still a rookie in lumber terms, so I haven’t been very involved but had a great time at Traders Market in Phoenix this past November. I loved walking the floor and meeting so many people we could potentially do business with. Everyone has a story, no two are alike and it’s fascinating to learn about!

What advice would you give to a new NAWLA member?

I know it’s worth it and will be worth it going forward as long as you are proactive in participating in the events.

What’s been your favorite NAWLA moment?

I loved the block party at Traders Market in Phoenix, it was really neat and eye-opening. I’ve been to many tech expo events, but it’s a much more “sell, sell, sell” mindset, whereas the interactions I’ve seen with NAWLA have been a nice blend of personal, social and business.

Anything else you would like to share?

Win the day has been my personal motto since college—it always resonated with me both personally and professionally because if you win the day, you can win the week, month, year… life … but how do you win the day?

Passion. I believe having a passion for what you are doing is the very core of success. Without that fire in your belly, it’s hard to stay motivated through the challenging times. Furthermore, surrounding yourself with individuals who are also passionate drives a winning attitude.

I am passionate about collaborating with others, as said in Mighty Ducks, “Ducks fly together.” I believe that mentality should translate into the workplace as well. Individual work is necessary, but sharing best practices and collaborating are also important. Work does not have to be a singular sport, but rather a team sport that supports the individual while also pushing them to be better. That is how you win the day.

Lastly, I am always open to feedback and/or recommendations, so if our paths overlap at some point, please don’t hesitate to reach out if you notice something I can work on or adapt to!