Article Number : 2195 |
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| Date | 8/7/2007 8:56:10 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2195 |
| Abstract | By Steven Feldman Cincinnati—“In my entire career I’ve never seen anything explode and penetrate the market like this.” So said Howard Brodsky, co-CEO, CCA Global Partners, in discussing the green movement that seemingly gains momentum by the day... |
| Article | By Steven Feldman Cincinnati—“In my entire career I’ve never seen anything explode and penetrate the market like this.” So said Howard Brodsky, co-CEO, CCA Global Partners, in discussing the green movement that seemingly gains momentum by the day. As such, Brodsky unveiled Green Select, the organization’s environmental initiative, at the Carpet One Floor & Home convention held here last month. The CCA Global strategy extends across every one of its businesses and is more than a product story. It also includes responsible corporate behavior, coherent merchandising and best practices on the part of members. “We are passionately committed to bettering the environment through our own actions and through our relationship with our member communities, suppliers and employees,” Brodsky said. He noted that the percentage of people who worry about the environment is up to 77%. “Green trends will flourish, and CCA is embracing the movement. We are leveraging the environmental market to gain a competitive advantage and maintain our leadership within the industry.” The most noticeable component of the strategy is in-store messaging. Appropriate products will be designated with a sticker or sign denoting they are environmentally friendly. Of course, the biggest challenge is there are no official standards in any industry as to what constitutes a green product. “Every mill and manufacturer defines it differently,” said Vinnie Virga, president, Flooring America. “The other challenge is that it is evolving, so it’s tough to keep current. We are doing the best we can with the knowledge that is out there.” Consumers will be able to see the Green Select emblem on products beginning in September. The first products to be marked as such will be cork and bamboo. “People will make decisions where they shop based on green,” Brodsky said. “The Green Select program will continue to guide us. It will remain a focus of all aspects of our business.” Lee Horwitz, owner of A&M Flooring America in Fresno, Calif., told FCNews he is already making green a concerted part of his sales effort. “We have people moving in from Palo Alto that have a social conscience in which they specify green,” he said. “Also, we were able to sell a new builder in the area on our concern for the environment and knowledge of green floor covering.” From a corporate standpoint, CCA has set up “green teams” in both its Manchester, N.H., and St Louis offices. The focus will be on recycling, education, partnerships and resource conservation. In illustration, CCA Global for the first time installed a floating floor as its exhibition floor at the Carpet One and Flooring America conventions. When it was time to break down, the floor was donated to charity instead of being ripped up and thrown away. In store, CCA is encouraging members of all its groups to adopt best green practices. To that end, the Green Select Store Certification program has been launched where recommendations will be offered for energy-efficient lighting, audits and recycling opportunities. “Green is a very fast moving, very important topic that people want to get a handle on,” said Evan Hackel, president, CCA Global. “Consumers will respect companies that do this in a responsible method. Our initiative is not about our products but how we do business.” |