Shaw said that all carpets made using the company’s Anso nylon now contain recycled content from its Evergreen Nylon Recycling plant in Augusta, Ga.  The move is part of an aggressive push for the company’s Shaw Green Edge marketing initiative. The Evergreen plant, which recycles post-consumer carpets made using Nylon 6 fiber into the raw materials needed to make new nylon, is a cornerstone of the company’s environmental efforts.

Shaw said that all carpets made using the company’s Anso nylon now contain recycled content from its Evergreen Nylon Recycling plant in Augusta, Ga.  The move is part of an aggressive push for the company’s Shaw Green Edge marketing initiative. The Evergreen plant, which recycles post-consumer carpets made using Nylon 6 fiber into the raw materials needed to make new nylon, is a cornerstone of the company’s environmental efforts.

            “Production at Evergreen has met our expectations,” said Mike Leary, Shaw Fibers’ director of sales and marketing. “While Shaw’s nationwide collection system is still growing, the Evergreen plant has been providing a steady stream of the raw material to make nylon fiber. We’re delighted to be able to so quickly expand our collection of products with recycled content to include all Anso styles.”

            Products branded as Anso Nylon, Anso CrushResister and Anso Caress now all contain recycled content, according to Shaw. Previously, several but not all Anso lines used the recycled nylon.

            Additionally, Shaw has unveiled point-of-sale materials designed to help consumers understand the environmental benefits associated with products in the Shaw Green Edge program.  The “I want a floor” theme from Shaw’s national advertising is echoed in the point-of-sale materials, which include an in-store kiosk and hanging signs.

“We’re excited to bring a big part of our Shaw Green Edge environmental story in-store,” says Kathy Young, Shaw’s creative director. “Retailers across the country, but especially in areas that are very environmentally aware, are hungry for green merchandising that will attract and educate customers.”

Also among the materials are in-store banners designed to showcase Shaw’s environmental message. One banner reads  “I want a floor that helps to keep up to 300 million pounds of carpet from landfills each year.” Other in-store signs feature lists of “additional environmental benefits derived from Shaw’s collection and recycling efforts,” according to the company.

To help drive consumer traffic to the store, Shaw also plans to launch an environmental section on its residential shawfloors.com website by June 15. The site will list the key benefits of green products and feature a link to the company’s corporate environmental website, shawgreenedge.com.

“We felt that we needed an area on shawfloors.com that would be easy to understand and not overly technical,” said George Davies, Shaw marketing communications manager, of the planned additions. “The Shaw Green Edge website is an excellent source of information, but we believe most visitors to shawfloors are looking for basic environmental information that relates to their potential purchases. Those wanting a more in-depth look can easily go to shawgreenedge.com.”