PuraMadera, a U.S.-focused division of one of South America’s largest wood manufacturers, has named former TransUnion executive Martin Arana president and CEO. PuraMadera has more than 50 years of operational expertise and 25,000 hectares of managed forest in the Amazon and said in a press release that it aims to disrupt the U.S. housing supply chain by delivering mill-direct wood products starting with plywood at industrial scale.

At TransUnion, Arana led national sales across the auto and mortgage sectors. Working with homebuilders and mortgage lenders, including many operating vertically integrated models, Arana gained insight into the full housing value chain and one of its most urgent challenges: affordability.

“Housing is becoming increasingly unaffordable for everyday Americans,” Arana said. “And while financing plays a role, so does the cost of raw materials. By delivering high quality plywood mill-direct from the Amazon, PuraMadera removes layers of inefficiency in the supply chain. That means lower material costs for builders and the potential to pass those savings along to homebuyers.”

Unlike traditional importers, PuraMadera is the manufacturer. Its operation produces more than 3.6 million plywood sheets per year and can immediately support 1.5% of the $23.5 billion U.S. plywood market with capacity to scale to 3–5%. The first shipments arrive in late August, with the ability to bring in up to 200 containers per month.

“This isn’t about entering the U.S. market slowly — we’re already built for it,” said Arana. “What we’re bringing is disruption at scale: industrial supply, transparent sourcing, and sustainable practices that meet the expectations of today’s builders and tomorrow’s homeowners.”

PuraMadera is headquartered in Miami’s Brickell financial district, with distribution centers in Doral and Kendall.

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