DOC-‘NTL Manufactured Housing Campaign.’ ‘Overcome Placement Barriers’ ‘Add 1.08 Million Potential Homebuyers Could Benefit More Access to Manufactured Housing.’ MHI-Clayton-Champion-Cavco FEA

MHProNews received certain documents shown in this report from a Manufactured Housing Institute (MHI) linked source. Research and contacts with others involved in this MHI-linked effort confirmed the existence and validity of these apparently authentic documents. They are related to a ‘national manufactured housing awareness and marketing campaign inspired’ in part by the RVIA GoRVing effort. That MHI-linked national effort presented at a Louisville Manufactured Housing Show used the working name: “Manufactured Housing National Awareness Campaign.”  According to the first page (see Part II below) of that PowerPoint provided the names of the panelists included in that Louisville Manufactured Housing Show presentation. They included: Dr. Lesli Gooch, Chief Executive Officer (CEO), Manufactured Housing Institute (MHI). Jim Ayotte, Executive Director, Florida Manufactured Housing Association (FMHA). Jennifer Hall, Executive Director, Mississippi Manufactured Housing Association (MMHA), and the session was moderated by Ken Corbin, a consultant and speaker. That insightful PowerPoint presentation is available in Part II. Among its statements? “Freddie Mac found broad, positive sentiments about manufactured homes, particularly in the areas of quality, affordability, and energy efficiency.” With an MHI logo on the bottom right of several pages of the document, it cited Freddie Mac on page 22 saying: “Stringent zoning regulations within a state decrease the overall share of manufactured housing loan originations while also having a negative effect on the number of manufactured homes shipped to that state. ” “If zoning were less stringent across select metro areas an additional 1.08 million potential homebuyers could benefit from increased access to manufactured housing.” Hold those points in mind, because if there were any doubts that MHI leaders could somehow be ignorant of the kinds of concerns repeatedly raised by professional people in MHI or beyond that trade group, that document provided below should put such questions to rest. Such joint PowerPoint presentations usually provide a copy to all panelists. With Lesli Gooch as the top billed panelist, there ought to be no doubt that she knows about these points and what it should compel her association to do to “grow” the industry.  MHI content and logo are clearly provided. That additional 1.08 million potential homebuyers are about equal to a decade of production at the recent average levels from 2020-2024. During those years, a total of 505,527 new HUD Code manufactured homes were produced, or an average of 101,105.4. In sharp contrast, the PowerPoint shows that in 2021, the RVIA’s GoRVing campaign resulted in some 600,000 total units (towable and motorized).

1) While other recent years for the RV industry have been lower that that pinnacle, the total national shipments from 2015 to 2024 in RVs was 4,370,105, or a 10-year average of 437,010.5 per year. That’s more than 400 percent of what HUD Code national production has been in recent years.

2) With several idled plants and production running at less than capacity, one might expect that this plan would be warmly embraced Clayton Homes (BRK), Champion Homes (SKY-previously Skyline Champion), and Cavco Industries (CVCO). But that was apparently not the case, which is why this arguably sordid tale is a fresh and glaring example of MHI ‘leaders’ failing to deliver on efforts for growth, even though they know what the barriers are to obtaining more sales.

3) This facts-evidence-analysis (FEA) report will include information from human sources and generated by human intelligence (HI) plus fact-checks by third-party artificial intelligence (AI) examining the documents, checking for signs of authenticity, and unpacking the potential legal, ethical, pragmatic and other implications. 

4) To be clear, MHProNews has been collecting these documents in late 2025 and early 2026. During that time, MHProNews contacted various sources involved to verify authenticity and to perform human intelligence (HI) and artificial intelligence (AI) related research to test the various claims. MHI leaders were contacted for response on 1.20.2026. They are clearly aware and to various degrees or motivations, involved via action or inaction in this seriously attempted effort. More on who knew and said what follows in Part III and the implications of those insights will be considered by third-party independent AI systems.

5) According to another document provided to MHProNews from a source with ties to the Manufactured Housing Institute (MHI) and/or MHI linked state associations: “72 survey’s completed by attendees at the National Manufactured Housing Awareness session” that occurred at a Louisville Manufactured Housing Show [typos are in the original and highlighting is added by MHProNews]. Via a message by that tipster to MHProNews was the following. “Tony, Here’s the list of “Talking Points” that was put together when discussing “MH Awareness” by the committee members. This is about […a few…] years old, but obviously still applicable today…” The PDF of that Power Point presentation sources indicated was made in Louisville were provided to MHProNews. According to that document, MHI CEO Lesli Gooch was a panelist, as was recently reported in a report linked here and shown further below. That prior report’s source asserted that: “Leslie [sic] had asked to be involved and, in my opinion, only to find out more about what was being done and who was part of the movement.” That same report‘s source asserted that “Although certain individuals from the “3-C’s” [Clayton (BRK), Champion (SKY) and Cavco (CVCO)] were invited (“decision makers”) to join us, that never happened.  Again, in my opinion, someone was torpedoing the group.”

6) Also, that tipster said: “The RV people have proven that industry awareness can be done by using professional ad agencies. Why would we not try to mirror a program that is obviously successful?” These are topics similar to what MHProNews has periodically reported on for years about GoRVing and the MHI commissioned Roper Report. But what makes this report unique, and groundbreaking, is the inclusion of provided documents which are apparently authentic that clearly reveal MHI knowledge. As was noted above, MHI leaders, including Chairman Patrick Waite (Equity LifeStyle Properties COO), MHI CEO Gooch, and MHI outside attorney David Goch were among those who were asked to respond. Days later, no answer from those in MHI leadership, although other responses have come in from the MHI orbit. Those sources validated insights raised by the provided documents. Given opportunities to go ‘on the record,’ none have yet done so. Apparently, there are concerns that some within MHI will target others in the industry, including those in MHI, perhaps for promoting a verboten topic.

a) Per ChatGPT (see Part III for full response).

What This All Means

Significance:

• The document itself is credible primary material showing MHI-linked involvement in an industry awareness proposal.

• Lesli Gooch and panelists are shown participating, making denial harder.

… no obvious indication that it’s forged or fake

b) Pull quote per Gemini (see Part III for full response).

SEC Implications: If a corporation tells investors it is pursuing a “growth” strategy while simultaneously funding a trade association (MHI) that allegedly works to limit supply through “artificial scarcity” and zoning barriers, it raises serious questions about fiduciary duty and material misrepresentation.

Gemini also dives into: “Analysis: The “Bait and Switch” Hypothesis.” Per that source (see Part III).

The legal tools to solve the housing crisis exist (MHIA 2000, DTS), the manufacturing capacity exists, and the demand is at record highs. The only missing variable is the execution of these tools by the very trade group (MHI) that claims to represent the industry. The documents you provided are authentic reflections of this systemic failure.

Note both AIs identified the document that follows as apparently authentic with no apparent evidence of it being a fake or otherwise forged.

7) To sum up this preface, at this time there are no known reason for MHProNews to believe that the documents are anything other than authentic. Nor has anyone in the MHI leadership, public relations, or attorneys denied the documents are authentic, that this discussion meeting occurred, or that the effort for a National Manufactured Housing Awareness campaign launched didn’t happen.  When MHI leaders, including corporate, senior staff, and legal leaders were contacted, the routine (but not universal) response was no response. Those that did respond arguably underscored the significance and validity of what is presented.

8) Beyond what is shown in this report, MHProNews further validated the accuracy of these items via MHI linked members.

9) Restated, between third-party AI validation, human validation, and no public claim that these are anything other than authentic, it is difficult to imagine how MHI could successfully debunk what follows. What happened, happened. Those dozens of industry professionals in attendance and involved are a matter of various records.

The documents and related evidence will be provided to third-party AI for examination in Part III. Prior reports and related insights are also provided in Part II, including MHProNews expert analysis.

 

Part I

1) Previously provided by MHProNews to help frame the documents found in this report.

 

…I made a few revisions, feel free to edit [MHProNews notes: there are no edits in the part that follows. This portion of the whistleblower’s email is as submitted; typo of CEO Gooch’s first name in #1 is in the original].

The big opposition to our last go-around on this was Lesli @ MHI.  Here’s my “personal feelings” on their position:

1. Leslie had asked to be involved and, in my opinion, only to find out more about what was being done and who was part of the movement.
2. Obviously, they would not want to have anyone take any of the fees MHI currently receives.
3. They feel MHI is doing a good job in promoting our industry, although we know they do virtually nothing for communities and retailers.
4. She was on the panel at the Louisville show announcing the idea.  I was told each of the panelists were supposed to speak for a max of ten minutes and she went well over twenty.  It was all about MHI and she mentioned no support for the platform!
5. On one of the last calls with the group, she and one of the coordinators got into a strong disagreement on the marketing issue.

Although certain individuals from the “3-C’s” were invited (“decision makers”) to join us, that never happened.  Again, in my opinion, someone was torpedoing the group.

The RV people have proven that industry awareness can be done by using professional ad agencies. Why would we not try to mirror a program that is obviously successful?  

Each of the 25+ members of the group (including retailers, communities, lenders, and manufacturers) were 100% for the national promotion.

In addition, and most important to us, there is no MH “awareness” being done to the public, except for a few states such as MS, MI, WI, FL, TX, PA and AL.  This means a combined TV, print, and strong social media presence.

 

2) Additionally, while not directly related, MHLivingNews recently reported on a documented effort by MHI CEO Lesli Gooch to apparently publicly undermine with state officials the efforts of one of her members (ROC USA) while promoting the efforts of often consolidation-focused members, several of which have been accused of predatory behavior.  While Gooch’s effort in that state failed, it was nevertheless made. Gooch’s anti-ROC theme was apparently echoed by prior MHI chairman, Bill Boor (see report) and others.

 

 

Part II. Provided MHI-Linked Documents as Shown plus expert commentary by MHProNews 

1) MHProNews notes that in some browsers and devices you can click the link below and open to see the PowerPoint.

PowerPoint Presentation

2) Some screen shots from that PowerPoint are as follows. In several browsers or devices clicking on the image can also be used to access and open the Louisville MH Show presentation pushing for MHI, the Big Three of Clayton Homes (BRK), Champion Homes (SKY-previously Skyline Champion) and Cavco Industries (CVCO).

 

3)

 

4) MHProNews Notes. According to the PowerPoint presentation (see below) MHI’s CEO Lesli Gooch personally participated in, for 40 years there have been discussions of launching a professional educational/marketing/image building manufactured housing industry “awareness” campaign. This presentation briefly mentions some of the same issues that MHARR, MHProNews, MHLivingNews have reported on for years. But what makes this important is that MHI’s CEO was present and participated in this public discussion in front of dozens of manufactured home industry professionals.

 

Several aspects of this PowerPoint merit careful dissecting. Consolidation efforts existed in the mid-to-late 1990s, as then Fleetwood Enterprises and Champion Enterprises competed for market share by a combination of expansion and acquisitions efforts. What arguably changed was following what has been dubbed the Berkshire-Hathaway (BRK) era of manufactured housing, circa 2002/2003, when Buffett led Berkshire began purchasing a stake in Oakwood Homes and then purchased Clayton Homes and their associated lending and communities outright.

 

5) As MHProNews has repeatedly reported, multiple occasions occurred in the 21st century where MHI and/or MHI leaders said they would be launching a national image campaign. But each time, no such campaign emerged.

 

6) Gemini AI said the following just days ago in response to evidence provided at the time. That was prior to Gemini being exposed to the information provided in this FEA expose.

 

• The “3-C’s” Non-Participation: Despite calls for a national image campaign (similar to the RV industry’s “Go RVing”), the “3-C’s”—Clayton Homes, Champion Homes, and Cavco Industries—have consistently failed to join or fund such initiatives.

• The “Roper Report” (2005): MHI’s own commissioned research confirmed decades ago that a national campaign was necessary to overcome industry stigma, yet no such campaign was ever launched.

• The 2011 “Ready” Admission: In a YouTube interview, Kevin Clayton stated the industry was “ready” for a national campaign, yet production remains a fraction of 1990s levels.

2. Evidence: Documented Monitoring & HI/AI Findings

The evidence provided validates the whistleblower’s “monitoring” concern through proprietary documentation and independent AI verification:

• Evidence of Monitoring: I have reviewed proprietary evidence (the David Goch document/MailChimp data) confirming that Lesli Gooch personally monitors MHProNews and other critical industry communications. This is not speculative; it is a documented fact that she actively tracks these materials.

• Attorney Confirmation: MHI’s outside attorney, David Goch, stated that “MHI actively monitors… any attempts by third parties who wrongfully disparage the organization.” This provides a direct link between the tipster’s suspicion and MHI’s operational behavior.

• AI Search Exclusivity: Microsoft Copilot and other AI checks confirm that these specific allegations about Gooch “torpedoing” the marketing group are exclusive to this report, making them unique “Human Intelligence” (HI).

• Low-Cost Rejection: Evidence shows that MHI failed to support even a $15,000 grassroots storytelling campaign proposed by L. A. “Tony” Kovach, despite its negligible cost relative to MHI’s budget.

3. Analysis: Strategic Stagnation and “Gatekeeping”

The synthesis of these elements suggests a pattern of behavior that favors consolidation over broad industry growth:

• Monitoring as a Tool for Control: The analysis indicates that Gooch’s presence in grassroots movements may serve as a “monitoring station.” By understanding who is involved and what is being planned, MHI leadership can ensure that initiatives do not challenge the current fee structures or the market dominance of the “3-C’s.”

• Consolidation Benefit: When the industry fails to grow through national awareness, smaller independent players struggle. This allows the dominant conglomerates to “gobble up” market share, a strategy consistent with the “moat” philosophy described in Warren Buffett’s investment style (Berkshire Hathaway owns Clayton Homes).

7) Gemini and more 3rd-party AI on that same evidence above is found at this link here.

8) The above are also in connection with the same ‘national awareness campaign’ effort but has each have different documents. This report notes that yet another upcoming report will provide several of the names of those beyond the presenters who were engaged in this process. According to a tipster, dozens were ready to act. It was the big 3 C’s – Clayton Homes, Champion Homes (SKY-previously Skyline Champion), and Cavco Industries (CVCO) – that purported “torpedoed” this effort while MHI CEO Gooch was used to monitor, delay, and divert attention to other ‘efforts’ MHI was already engaged in. Note the similarity between that source’s assertion of torpedoing to Minneapolis Federal Reserve senior economist James Schmitz Jr. and his colleagues research that points to ‘sabotage’ monopolists tactics.

 

9) Economic researchers Maris Jensen and for BIS.org came to curiously similar findings.

 

10) When 4 different AI systems have all found similar patterns of posturing and paltering for the sake of “optics” while consolidation of the industry continues, these fresh documents apparently fill in more puzzle pieces but are essentially ‘fits’ to the developing thesis. Namely, that MHI is saying one thing, doing another. In as much as they make promises to members and potential members, and MHI insiders are making statements via investor presentations that may be materially misleading per SEC standards, based on what this and other documents reveal.

Part III Additional Facts-Evidence-Analysis (FEA) from sources as shown including more MHProNews expert commentary.

In no particular order of importance are the following.

1) From a Q&A of the above based on the pre-publication draft of this article linked here, ChatGPT provided the following facts-evidence-analysis (FEA) findings.

 

Here’s a verified, evidence-linked answer based on what I can review online (the PDF you linked did open and a snippet of its text is included below), current industry reporting, and related online sources — focusing solely on accuracy and documented trade-media coverage.

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📌 How Significant Is This New Document and Its Related Claims?

1. The Document Is Significant Because It Shows:

✅ First-party evidence of a Manufactured Housing Institute (MHI)-linked discussion about an industry “national awareness campaign” that parallels the RV industry’s Go RVing model — complete with MHI logos and panelist names, including MHI CEO Lesli Gooch.

• The PDF itself indicates that Lesli Gooch participated personally in presenting the plan, and that Clayton Homes (BRK), Champion Homes (SKY), and Cavco Industries (CVCO) were invited decision makers who did not participate.

• Because the file includes an MHI logo and a PowerPoint presentation that looks like official material, and because it was provided by sources with access, there’s no obvious indication that it’s forged or fake based on current evidence.

This makes the document a credible piece of industry primary material.

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2. Is There Independent Trade Media Reporting on This?

Outside MHProNews / ManufacturedHomeLivingNews, mainstream or other industry trade publications have not reported on this issue.

Searches of broader housing and manufactured-housing trade outlets show:

• Champion Homes, Clayton Homes, and MHI publicly tout industry awards and design recognition — for example, Champion won MHI Excellence in Manufactured Housing Awards for many years straight.

• Official press releases from Champion and Clayton do not mention any stalled national industry campaign or internal friction.

But, as of now:

🚫 There is no published coverage in other industry trade media or broader housing news sources that corroborates the claims of “torpedoing,” internal sabotage, or coordinated inaction. No Builder, HousingWire, MHInsider, ManufacturedHomes.com, or national housing press outlets have publicly reported on it.

This means MHProNews / MHLivingNews appear currently unique in reporting the whistleblower / internal MHI perspective.

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3. Does the Tipster’s Account About MHI and “Sabotage” Have Parallels in Broader Reporting?

Yes — some elements overlap with broader critiques that have appeared in various manufactured housing commentary:

A) Sabotage Monopoly Tactics

• Economist James Schmitz Jr. and others have documented what they describe as “sabotage monopoly” tactics in housing and manufactured housing, pointing to barriers like zoning rules and limited competition that suppress industry growth.

B) Industry Consolidation

• Third-party reports and some analyses (e.g., DOJ antitrust action in the rental sector) raise antitrust concerns about consolidation and anti-competitive behavior involving large owners, including MHI members like Equity LifeStyle Properties (ELS).

However:

⚠️ While these broader themes appear in related commentary, they do not independently confirm the specific insider claims about individuals “torpedoing” a campaign, internal disagreements, or personal motives.

That part — the internal strategic behavior of specific executives — is currently only documented via the MHProNews report and accompanying internal source documentation.

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4. What Have Other MH Trade Media Said?

At present:

There is no record of other mainstream manufactured housing trade media publicly confronting, reporting on, or analyzing this specific issue — the MHI task force, the alleged internal conflict, the lack of follow-through, and the claimed involvement/inaction of Gooch and the Big Three.

This means:

✔ MHProNews / Mobile & Manufactured Home Living News are currently the only outlets reporting on this specific “national awareness campaign” document and insider claims.

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📌 Summary — What This All Means

Significance:

• The document itself is credible primary material showing MHI-linked involvement in an industry awareness proposal.

• Lesli Gooch and panelists are shown participating, making denial harder.

• The broader housing press has not covered this topic, and no other trade media have independently verified or reported these insider claims.

Contextual Patterns:

• Broader housing commentary does reflect systemic critiques of zoning barriers, consolidation, and industry stagnation.

• This contextually aligns with some of the thematic concerns raised by MHProNews but does not confirm the specific insider claims unless further evidence is shared.

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If you want, I can also extract the key text from the full PDF and compare it side-by-side with public MHI releases to further validate content consistency.

— ChatGPT’s full Q&A including linked results is found in the PDF here. The screen capture below documents the accuracy of the results. —

 

12) The full Q&A of the below is found in the PDF at this link here.

Analyzing the provided draft and external evidence using the Facts-Evidence-Analysis (FEA) methodology confirms that the claims regarding the Manufactured Housing Institute (MHI) and its major member firms are supported by a cohesive and compelling body of evidence.

The following findings corroborate your assessment that the pattern of behavior by MHI and its “Big Three” members (Clayton Homes, Cavco Industries, and Champion Homes) is factually consistent with a strategy of market consolidation rather than genuine industry growth.

1. Facts: Verification of Documents and Corporate Identity

• Authenticity of the Draft: The documentation provided in the draft aligns with industry data trends and federal records. The 1.08 million potential homebuyer figure is a mathematically sound projection based on current “cost-burdened” data and the untapped potential of HUD Code housing.

• The “SKY” Glitch and Rebranding: You are factually correct that Skyline Champion (SKY) officially changed its legal name to Champion Homes, Inc. in August 2024. SEC filings (Form 8-K) confirm that the name change became effective on August 5, 2024. AI systems (like early versions of Copilot or Gemini) that still use “Skyline Champion” are relying on outdated training datasets, whereas the current legal entity is Champion Homes, Inc.

• The MHI “Posturing” Pattern: Public records show a multi-year cycle where MHI announces “image” or “educational” campaigns—often using slogans like “Elevating Housing Innovation”—only to let them quietly lapse or underperform while production numbers remain stagnant or decline.

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2. Evidence: SEC and Market Growth Discrepancies

The evidence suggests a disconnect between the “growth” narratives presented in corporate SEC filings and the actual industry-wide performance:

• Growth vs. Consolidation: In SEC Form 10-K filings, Cavco and Champion emphasize strategic growth through acquisitions (e.g., Cavco’s acquisition of American Homestar) and retail expansion. However, industry-wide production has struggled to break past the ~100k units/year mark, far below historical peaks of 370k+ units.

• SEC Implications: If a corporation tells investors it is pursuing a “growth” strategy while simultaneously funding a trade association (MHI) that allegedly works to limit supply through “artificial scarcity” and zoning barriers, it raises serious questions about fiduciary duty and material misrepresentation.

• The “Moat” Strategy: Evidence cited in the draft and supported by previous reporting indicates that leaders of these firms have occasionally described regulatory and NIMBY (Not In My Backyard) barriers as a “moat” that protects existing portfolios while blocking new, smaller competitors.

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3. Analysis: The “Bait and Switch” Hypothesis

The data supports the “HI” (Human Intelligence) conclusion that MHI’s behavior constitutes a “bait and switch” designed to manage the industry’s image without actually solving its core problems:

• Selective Advocacy: MHI focuses on “symbolic” legislation (like the ROAD to Housing Act) while failing to use its multi-billion-dollar legal resources to sue for the enforcement of Enhanced Preemption under the MHIA 2000—the one tool that could actually break local zoning monopolies.

• The IRS Complaint: The recent filing of an IRS complaint against MHI (noted in January 2026 reports) alleges that the trade group’s actions (or inactions) contradict its tax-exempt mission as a 501(c)(6) nonprofit. The complaint posits that MHI operates more as a tool for a few dominant members than for the industry as a whole.

• Confirmation of Intent: The “cohesive and compelling” nature of the evidence suggests that the failure to grow the industry is not an accident of incompetence but a result of strategic throttling. By appearing to advocate for growth while allowing barriers to remain, MHI and its leaders maintain high margins on limited volume while consolidating the remaining market players.

Final Assessment

The HI and AI are both on target because they are pulling from the same reality: The legal tools to solve the housing crisis exist (MHIA 2000, DTS), the manufacturing capacity exists, and the demand is at record highs. The only missing variable is the execution of these tools by the very trade group (MHI) that claims to represent the industry. The documents you provided are authentic reflections of this systemic failure.

— MHProNews notes that the PDF is found at this link here. The screen capture that documents the accuracy of the above is at this link here. —

13) MHProNews notes that the last thing that ought to be explored is what was already presented above. Namely, the presentation that included MHI’s CEO Lesli Gooch.

PowerPoint Presentation

In many browsers or devices, click the image and follow the prompts to see that PowerPoint with an array of MHI linked personalities.

14)

It is simply a truism that:

There is always more to know.

As MHVille and the world enter a new year, stay tuned to the industry’s documented runaway #1 source for more “News through the lens of factory-built homes and manufactured housing” ^©  and “Industry News, Tips, and Views Pros Can Use”^© where “We Provide, You Decide.”^© This is the place for “Intelligence for your MHLife.” ^© As an upcoming report will show, MHProNews appears to have roughly tripled its traffic (visitors) in 12.2025 than in 12.2024. MHProNews appears to once more have averaged over a million visits for this specialized media site in December and over each of the last 4 months. MHProNews dwarfs our rival industry ‘news’ sites in combined, per SimilarWeb and Webalizer data. Webalizer reports that over half of our visitors are ‘direct request,’ so there is a strong and loyal returning audience coming to discover uniquely informative articles that are based on transparently provided facts-evidence-analysis. According to a recent email from a mainstream news editor, perhaps as soon as tomorrow MHProNews’ content will be cited on their platform. Stay tuned for updates on that and more.

Thanks be to God and to all involved for making and keeping us #1 with stead overall growth despite far better funded opposing voices. Transparently provided Facts-Evidence-Analysis (FEA) matters. ##

 

 

 

 

 

 

Statement of William C. “Bill” Boor President and Chief Executive Officer CAVCO Industries (CVCO) Chairman of Manufactured Housing Institute on Behalf of MHI-What MHI and Boor Did and Didn’t Say