The lecture tells 3 aspects to contradict what the passage indicates about the American companies regard the wood products.
First the professor thinks that the US consumers do not trust the companies' ad only when they are selling their own products, however when a third one, just like an independent agency offers the ad, consumers will usually believe it. In addition, consumers in the USA are favorable to the eco-friendly products.
Second, the passage says the American company regard price only, regardless of the expensive certified product, which in the lecturer's mind is wrong. Actually, the price is only dearer than ordinary one within 5%, which can totally be accepted by the consumers, who are paying more attention to the the environment in USA now. So the products have their market in US.
Finally, the lecturer says the US market still has its good sense of keeping up with the developments in the world. Even forein campanies is more, the American campanies can have competition with them. It is a good chance for the native market , when forein companies offer a good products. The domestic market should not lose behind, and sell eco-friendly wood products.