By Wanda Lenoir

What motivated your grandfather to found the company?
Howard Products was founded in 1969 with Restor-A-Finish as its first “Flagship” product. Restor-A-Finish was the idea of Douglas G. Howard when he was unable to find an answer to the question: “How can you eliminate blemishes in wood finishes and restore the original color and luster without removing any of the existing finish?” So, my grandfather set out to answer this question. He went to work and developed “Restor-A-Finish”. Because Doug’s parents lived through the Great Depression, they deeply valued their home furniture and constantly looked for ways to keep every piece looking nice to avoid replacement costs. Doug inherited that desire to improve what you have instead of throwing it out. The first years were tough; our grandfather always told us, “I would not allow myself to have lunch until I had sold $25 worth of product. Sorry to say, I went many days without lunch.”

How old were you when you began working in the family business?
My brothers and I remember coming into the shop as kids in elementary school to help label products with UPC stickers when a machine went down, or to help stack empty boxes for a big production run. We might not have been the biggest help, but I think my dad just liked having us around. Even if we rolled his bowling ball that he kept in his office down the halls, off the walls, and caused some chaos now and again, what can you expect with three boys!

Later in high school, we would come in for summer jobs; then in college, we would work our shifts, then go to class and back. We worked on the production lines with the rest of the guys, putting on caps by hand, loading the bottle feed tables, boxing up finished goods, and stacking them on pallets, etc. After a few years, we worked our way up from entry-level roles in the back to running the filling and labeling machines, fixing the machines, and then moving into the shipping and freight side of things. At any point, one of the three of us can hop back into any role in the warehouse and keep things going.

How does the family legacy impact how the company operates today?
It impacts us in a very beneficial way. Our name is on the products we sell, and everything reflects on us. Because of this, we value quality above all else. If we push quality, the benefits reach our customers directly, which benefits us in the long run.

Company culture: Excluding any Howards, many of our employees have been with us for over two decades, and a few of them have been with us for over 35 years. My brothers and I grew up with their kids and have known them since we were born. So, it’s hard not to say the cliché, “we are like a family.” Since most of our people are long-haulers, there is no micromanaging or doubt about their ability to get the job done. We all come in, know the other person is working just as hard as you, and then go home at the end of the day. We have the most amazing husband-and-wife duo, Jesse & Alicia, who have been with us since almost the beginning. Howard Products wouldn’t be where it is today without them.

What are some of the challenges of operating a successful business in today’s world?
Some of the biggest challenges of operating a successful business today include maintaining a steady inflow of raw materials despite supply chain disruptions, absorbing cost volatility while adjusting pricing dynamically, and staying ahead of emerging marketplaces and marketing channels.

What distinguishes Howard’s woodcare products from competitive brands?
What distinguishes us from our competitors is our commitment to product quality. We use only the best ingredients with no unnecessary fillers. For example, in our wax-based wood polishes, we use Beeswax and Carnauba wax. Many products out there use only one or the other; we use both in all our wax-based products. Another example is our Leather Salve wood conditioner: we use the finest refined oils, including purified Lanolin, Neatsfoot, and Coconut Oil, plus beeswax, carnauba wax, and even aloe vera! It’s beneficial for leather, it’s in it. Our competitors use only a few of those ingredients; we use all of them to provide a superior, quality-first product.

We also pride ourselves on our customer support and reachability. If you call the phone number on the back of any of our products, you’ll speak to a person at Howard Products immediately. No robots, no endless menu loops, no call centers, just us here at Howard Products. If you call in and ask for our tech support, you will be transferred to one of us three Howard Brothers for help. Where else can you call in and speak directly with a company owner? The same goes for our tech support email. If you send pictures of a problem spot on your dining room table, it will go to a Howard, who will let you know how to fix it using one of our products. If nothing we have will help, we will do our best to find a different solution for you. Our goal is to fix your issue, not upsell you on something that won’t be the perfect fit.

Does the company plan to introduce any new products?
We are always looking for new products to bring out! Our most recent product, Axe Wax wood instrument polish, was our first step into the musical instrument care industry. We have a few others on the workbench, but these products have to be perfect before we even think about launching them. We do our own R&D in-house, and when a new product is nearing its final version, we have our customers test it and give feedback before launch.

Customer feedback is one of our biggest influences on new product development. We are beyond blessed to have the customer base that we do. Many of them call in/write to us with thoughts on our products, and what products would be great if we made them, etc. We keep all of this feedback and use it.

Keeping pace with rapidly changing technology is a challenge for small businesses. How can retailers use AI and other technologies to manage their resources better?
AI is a great tool for small businesses. However, like any tool, it requires knowing how to use it correctly. AI should help employees work more efficiently, not replace them, whether it’s used to condense bulk information into readable formats or speed up a creative process. It still needs to have final touches and corrections by a person; An AI “checks and balances” system.

Retailers should be cautious in using AI in their advertising departments. A growing number of customers oppose AI imagery in advertising; many will disregard the ad/product entirely if they see something obviously AI-generated. This is new for everyone, and the target is constantly moving on how much is “acceptable” to consumers. Thankfully for us, most of our content comes from customer testimonials and real-life results customers have shared with us, along with in-house demo videos and How-Tos.

Can the company help retailers with visual merchandising ideas and POP materials?
Yes! We offer all of our POP free of charge to our retailers. We have banners, shelf talkers, brochures, catalog pages, window clings, etc. They can reach out to us at custserv@howardproducts.com to request a list of POP items and ask for what they need. We also have many digital assets, like product images and before-and-after pictures, if they need them.

What is the most important thing you would like our readers to know about HOWARD?
Above all, we want readers to know that their ongoing success with our products is our top priority—whether they’re using them at home, in the workshop, or offering them to their own customers. We deliver on that commitment by maintaining uncompromised product quality, providing direct in-house customer and technical support, and always listening to our users’ feedback.

Howard Products is a family-owned and operated company, currently being run by the 3rd generation of Howards. The older generations of Howards are still on the board and come in to

check on the youngsters from time to time. Even our grandfather, the Founder of Howard Products, Doug Howard, still participates in board meetings at 91 years old.

Since 1969, we have manufactured all our products with the same tradition of quality that HOWARD customers have come to expect. Today, Howard Products continues to pursue new, creative ideas that can make any home a beautiful place to live. We offer a wide selection of antique restoration and fine furniture care products. We offer products for wood care, kitchens, leather & upholstery, metal care, and chalk-style paint.