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.

The most noticeable component of the strategy is in-store messaging. Appropriate products will be designated with a sticker or sign denoting that it is 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.

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.