Newsline
Volume VII, Issue 3 - February 7, 2006
The Carpet and Rug Institute news for industry executives
Special Edition - Seal of Approval Program
In This Issue:
-- Seal of Approval Program "Taking Off"
-- Ten More Extractors Join Seal of Approval Family
-- Twelve More Cleaning Solutions Celebrate Seal of Approval Certification
Seal of Approval Program "Taking Off"
Carpet is found in most homes, workplaces, hotels, schools and other public facilities
across America. People choose carpet for its unlimited decorating possibilities,
safety and comfort, insulation and noise absorption. But while people love
the way carpet looks and feels, market research shows cleaning and maintenance
as the number one customer concern affecting carpet selection.
Hence the development of CRI’s Seal of Approval (SOA) testing program
which addresses the issue of carpet cleaning effectiveness by testing and certifying
only those products that meet high performance standards. This not only helps
customers recognize quality products, it also helps them understand the best
methods for preserving the life and beauty of their carpet. In addition, Seal
of Approval serves as an incentive for manufacturers to improve their products
if they don’t pass the test.
Seal of Approval began in 2004 with the launch of the testing program for
cleaning solutions (spot removers, pre-sprays and in-tank products). Less than
a year later the deep cleaning extractor testing program, which utilizes an
x-ray fluorescence (XRF) protocol certified by the Space Foundation, was "launched" at
the John F. Kennedy Space Center. Since then CRI has been busy following up
with manufacturers certified in the program, testing and adding new products,
attending key events and meetings, and planning for 2006. Below are some highlights
of SOA-related activities to date:
- March Madness 2006 – CRI is currently working on a spring carpet cleaning
publicity campaign that focuses on building customer awareness around SOA,
using the NCAA March Madness tournaments as a draw. CRI will be issuing a national
press release, urging NCAA game watchers to be ready for March Madness spilling
onto their carpets and encouraging them to visit the CRI website to get a list
of SOA products. In addition, CRI is working with manufacturers of SOA certified
products to get them involved to help multiply the message in the marketplace.
- Nationwide Distribution of CRI Pamphlet to Elementary School Principals -
SOA is referenced in a new CRI pamphlet recently distributed to approximately
50,000 elementary school principals through the National Association of Elementary
School Principals (NAESP). The pamphlet, "Carpet
Makes the Grade In Schools" will
also be distributed at the NAESP annual conference in March/April, and in Connecticut
at an indoor air quality forum where CRI
is participating.
- Spring Cleaning 2005 – A NAPS article CRI distributed in April of 2005
("April
Showers Bring Flowers, But also Mud Spots on Carpet; CRI Has Easy Carpet Cleaning
Tips") has generated articles in over 700 newspapers in
25 states.
- Online
Product Listings – CRI maintains an up-to-date listing of SOA
certified extractors and cleaning solutions on its website.
- Trade shows – In 2005 CRI co-exhibited with NASA and KeyMaster Technologies,
maker of the XRF analyzer, at two key cleaning industry events – Connections and ISSA – and hopes to do likewise in 2006.
- Space publications – In 2006 SOA is going to be highlighted in two
key publications, NASA’s "Spinoff" magazine and "Space
Vision 21: A Celebration of Human Space Flight," a 200-page annual publication
highlighting the achievements of space exploration and technology, which will
be widely distributed to some of CRI's key audiences.
- Space Foundation – CRI is a lifetime partner of the Space Foundation,
and SOA is one of the featured programs on the Space
Foundation website homepage.
- 2006 Plans – SOA promotion is one CRI's top priorities this year, and
will include: broadcast email updates about the SOA program and product certifications;
working with NASA and the Space Foundation on joint publicity/promotional opportunities;
launching the new phases of the program (cleaning systems, vacuums); updating
the SOA website and marketing materials; and much more.
- Multiplier Effect – CRI’s main focus when it comes to spreading
the message about the value of SOA is by working through third parties; ie,
CRI member companies and manufacturers of products certified by CRI. Much of
CRI’s promotion of SOA has been behind-the-scenes, by sending companies
to online marketing toolkits, where they can use CRI language and artwork in
their own promotional materials.
If you have any questions or would like further information, contact Joan
Seelaus, 706-428-2123.
Ten More Extractors Join Seal of Approval Family
Recently ten new extractors earned SOA certification, distinguishing them
as having passed stringent tests measuring three performance criteria: amount
of soil removed from the carpet, amount of residual water left in the carpet
and impact of the machine on the fibers and appearance. Certified extractors
are rated gold, silver or bronze based on the amount of soil they remove. Extractors
that exceed average soil removal standards receive a bronze rating. Those achieving
higher soil removal receive a silver rating, and those receiving the highest
level of measurable soil removal are awarded a gold level SOA.
The ten new SOA members are:
Gold Level:
Aero Tech UCS-600XT Truck Mount
Bronze Level:
Aramark 1260 Self-Contained
Aramark 1610 Self-Contained
Clarke BEXT 300 HV Portable
Nobles Power Eagle 1016 Self-Contained
Nobles Power Eagle 1020 Self-Contained
Nobles Strive (Restorative Extraction Mode) Self-Contained
Tennant Model 1240 Self-Contained
Tennant Model 1260 Self-Contained
Tennant Model 1610 (Restorative Extraction Mode) Self-Contained
See online listing of SOA certified extractors
Twelve More Cleaning Solutions Celebrate Seal of Approval Certification
Just as the extractor portion of the SOA family continues to grow, so also
does the cleaning solutions element of the testing program. A grand total of
50 solutions have been certified, including the following recent additions:
Spot Removers:
ForceField SoilBlaster by Shield Industries
Chem-Dry Spot Remover by Chem-Dry
Perky Spotter by Groom Industries
Urine Odor & Stain Remover - Soft Surface Formulation by Bio-Pro
Research
Pre-sprays:
Chem-Clean by Chem-Dry
Carpet Complete by EnvirOx
Carpet Pre-Spray & Extraction by Hillyard
Heavy Duty PreSpray by JohnsonDiversey
Natural II by Chem-Dry
Supercharger by Chem-Dry
Traffic Lane Carbonate Pre-Spray by Chem-Dry
In-Tank:
ES87 Carpet and Extraction Cleaner by Charlotte Products
Spot removal, pre-spray and in-tank products are tested for the following:
cleaning efficacy, resoiling, pH, optical brighteners, and colorfastness to
light. The SOA is only awarded to those cleaning products with high performance
in the testing categories. Water serves as the control standard in all categories,
the rationale being that all products should clean better than water.
See online listing of SOA certified cleaning solutions
Check
our website calendar for other industry related events
