By Matthew Spieler
Purchasing new products and services is the major reason people attend markets such as Surfaces, but as the educational conference numbers proved they also come to gain knowledge. As the environmental movement starts sweeping through the residential segment, a number of retailers at the show were seeking information and answers to help them better understand what exactly does being green mean.

Many exhibitors tried to do their part by touting their environmental stewardship efforts and how their products are eco friendly. Some companies like Anderson Hardwood Floors and Natural Cork went all out to showcase their green efforts while most others took a more subdued approach with either a vignette at the front of their booth or through specific literature and signs in their spaces.

Unfortunately, as has been the case at many events lately, attendees left just as confused, if not more so about the subject than when they first set foot in the exhibit hall.

Gary Cissell, director of flooring for Nebraska Furniture Mart, echoed a sentiment by many: “I’m still trying to understand what it all means, and I was hoping that I would see more information here.”

Roland Thompson of Kehne’s Carpet One Floor and Home, Frederick, Md., added, “I was hoping to get a better understanding of why green is better for my customer. I don’t think most salespeople or consumers really know why green is better for their homes and businesses. Our industry needs to do a better job of educating staff and consumers on this subject.”

Jeff Macco of Macco’s Floor Covering Center in Green Bay and president of the National Floorcovering Alliance (NFA) buying group, feels the same way. “I can tell you this, we as an industry must better define what green is.”

He said the membership actually spent time during the show to discuss the topic and “it was enlightening and confusing. We had each member discuss their green efforts and it was all over the board—from one member advertising 100% of the carpet he removed did not enter a landfill to others that are currently doing nothing [of this sort]. I am proud to say, though, that most all NFA members are doing the basics: recycling cushion, paper, plastic and cans, as well as utility conservation such as florescent light bulbs, automated climate control and a no idling policy on vehicles.”

The importance of defining and understanding the environmental movement is significant Macco added because the subject “will only become more important as we move forward, and we at the NFA want to affect the changes rather than be affected by them. I did find it interesting that green products are getting more attention than ever even if the debate is still raging on what is actually green.”

While there is confusion on the subject, there are manufacturers who are not only aware of this dilemma but are trying to understand it themselves in order to project a clear, concise and proper message.

Kim Holm, president of Mannington’s residential division, explained, “Clearly the awareness of green exploded at all levels in 2007. Mannington has always been part of the culture of ‘do the right’ thing, but we are trying to gauge the whole situation in terms of what it means to be green. Right now there are a 1,000 ways to claim environmental friendliness, but we want to avoid greenwashing. There have been some premature responses in the market, and we want to avoid that. A phrase you’ll hear often from Mannington is ‘Actions Speak.’”

Wolfgang Stauf, president of wood flooring adhesive maker Stauf USA, noted the 180-yearold German company has been a leader in Europe in trying to create easy to understand standards for environmentally friendly building products.

He pointed to the creation of the Association for the Control of Emissions in Products for Flooring Installation. The organization developed a classification system called EMICODE, “a simple, yet reliable guideline classifying the emission behavior of building products in order to protect consumers and the environment.”

These ratings Stauf added, “have become the standard throughout the environmentally demanding European business community and are even supported by the German Ministry for the Environment.”

With so much focus on the subject, Macco noted an interesting observation that came from NFA members: Most agreed that while consumers say they would prefer greener products, they are not willing to pay more for them.

In addition to mills trying to help retailers get a better understanding of the subject, Surfaces itself tried to do its part as Dana Teague, show director for Hanley Wood, Surfaces owner, said the market’s “Show Program & Event Guide” dedicated a page to naming the companies that were highlighting green products, services and practices.

“Hanley Wood and Surfaces are committed to the industry’s efforts to increase global awareness, resulting in a cleaner and safer environment,” she explained, adding officials are considering more ways to promote this effort at next year’s Surfaces, such as devoting an entire educational conference track to the subject.