Bridging Tradition and Innovation in the Lumber Industry... one TikToker at a time

The lumber industry is one of the oldest in North America. It was built on hard work, craftsmanship, and pride in doing things the right way. But like every great industry, it continues to evolve.

At McDonough, we’ve spent more than 135 years finding that balance between history and innovation. We build equipment that stands the test of time, but we also embrace new ways to connect with the people who keep this industry moving forward.

Nowadays, sometimes that connection looks a little different. Like Richard from Emporium Hardwoods, known to most on TikTok as @huskyfella, who runs live streams from his cab, answering questions and showing thousands of viewers what it looks like to put a McDonough machine to work.

At one point this week, more than 65,000 people tuned in to watch him saw lumber and talk shop. It is a reminder that this work still inspires curiosity and pride around the world, even as the way people engage with it continues to change.

We are thankful for industry ambassadors, no matter their platform, who share their craft and help people appreciate the skill and dedication behind it. We were happy to send Richard a few McDonough items to wear proudly, a small thank-you to someone helping bridge the gap between our industry’s deep roots and its exciting future.

If you are passionate about the lumber industry, innovation, or simply enjoy seeing great craftsmanship in action, we encourage you to follow Richard on TikTok (@huskyfella) and see the work that connects us all.

As times change, so do the ways we tell our story. Whether it is through the hum of a resaw, the precision of a digital control, or a live stream watched by tens of thousands, the message remains the same: this industry matters, and it always will.