Get green: sell environmentally sound products

I T'S a full scale green revolution. I Consumers are looking for "environmentally friendly" products and packaging.

In fact, Home Depot has created a special position to develop a chainwide marketing program revolving around environmental issues. The manager of environmental marketing, Mark Eisen, will unveil the program in a few months. "Some have done it kind of surfacey," he said. "There will be substance to our program. We're doing our homework."

Other dealerscanmake their own "green plan." Considerations include:

LAND Strict regulations aim to curb harming the soil. Dealers should keep up on state and local restrictions on the sale, storage and use of lawnand garden pesticides, chemicals and fertilizers and relay the advice to customers.

In addition, landfills are filling up and closing up at an alarming rate. Informed consumers are looking for biodegradable, recyclable products. Many areas require homeowners to separate recyclables from their trash. Coordinated bin systems and aluminum can crushers help.

Reportedly as much as 20% of the debris that Americans send to landfills each year comes in the form ol grass clippings and fallen leaves. Mowers with mulching capabilities or attachments are hot technoloeical breakthroughs.

Grass is first cut by standard mowing blades and then blown into the mulching blades, which recut clippings and fan them out over a wide area. Mulched clippings are about 30% finer than unmulched clippings, so are less noticeable on the lawn. Within a day or two, as they dry out, they decompose and return water and essential nutrients to the soil.

WATER As drought warnings echo through certain regions, dealers are turning to water-saving timers and sprinklers, water heaters, faucets and toilets.

Water conservation-minded manufacturers have even redesigned the conlmon commode. Alterations include reshaped bowls with syphon action to use less water per flush, accessories to lower water levels, and twin handles (one flor a light flush, one for a full flush).

AIR To comply with tougher new restrictions on coatings containing ozone-producing volatile organic compounds, many companies have

Story at a Glance

How to tie into the environmental movement land, water and air protection products. Home Ds pot devising companyuvide marketang plan promoting environmental friendliness.

reformulated solvent-based paints, stains and preservatives. Newly VOC-compliant products may advertise their environmental friendliness across the can or in bold display headers. Convenience Products' Touch 'n Seal and Touch 'n Foam feature a special "Ozone Safe" logo. McCloskey's Man O'War sealers and finishes boast a picturesque Clean Air Formula logo across the front. Other firms have introduced entirely new lines to meet the standards. Plasti-Kote's Chris McKenna notes the company has worked for years to develop a water-based line of spraypaints with the performance characteristics of solvent-based paints. The new product: Nature Safe.

But to really convince the public of your commitment to conservation, don't just advertise it. Live it. "Most home centers already recycle their cardboard," said Eisen. "We're trying to apply the (recycling habits) of home to the workplace."