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.”