Mohawk Industries is launching a major, in-store advertising campaign to promote its use of Dow Flooring’s latex carpet backing made using LOMAX Technology. The technology is made in a plant that uses methane gas collected from a nearby landfill for power, creating a durable and green latex backing according to Dow. The system relies on renewable energy sources, and is aimed at reducing emissions.
Technology takes advantage of an unused resource, replacing natural gas and
creating a positive environmental impact,” said David Duncan, Mohawk's vp
Marketing. “Through our GreenWorks platform, we are continually looking for
ways to make our total manufacturing process--from raw materials to delivered
products--more environmentally sound. Dow's LOMAX technology is a perfect
example of a supplier stepping up to bring us an excellent environmental
highlight the green benefits of its flooring, Mohawk has rolled out a point of
sale campaign across thousands of retailers to promote the environmental
attributes of its SmartStrand carpets, which include latex from LOMAX
Technology. As part of the event, swing tags and brochures carrying information
about LOMAX Technology will be featured with the products.
one of the first companies to use the latex backings featuring the relatively
new technology, and is the largest user of such material in residential carpet
manufacturing, Dow said.
Technology centers around the Dow Emulsion Polymers plant in Dalton, Ga., which
recovers methane gas emitted by a nearby landfill -- gas which would otherwise
escape to the atmosphere. The methane is used to drive steam generators to
power the plant, replacing natural gas and taking advantage of an unused
delighted that Mohawk Industries have proved to be such strong supporters of
our innovative technology,” said Todd Crook, global marketing manager for Dow
Flooring. “We hope this new campaign will help raise awareness of the more
sustainable options increasingly opening up to the market through the combined
efforts of companies such as Dow and forward-thinking customers such as
information about LOMAX Technology, visit www.dowlomax.com.
SmartStrand promotion to highlight LOMAX Technology
March 31, 2009