Green isn’t just a Color anymore…It’s a Culture
In general, Green refers to how friendly a product is: To the environment The health of those producing The health of those using it
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What might your customers think Green means? Most people learn from the headlines and news reports. Global Warming & Carbon Dioxide Emissions Recycling: Paper | Plastic | Glass | Aluminum Saving Energy: Energy Star Appliance | CFL Bulbs Saving the rainforests | Clearcutting | Endangered Species Formaldehyde Content: FEMA Trailers | Cancer Risks. Organic Foods | Started as niche | Now an industry
What is Greenwashing? A term used for describing the misrepresentation of a company’s environmental practices or its products environmental benefits.
Being educated on Green and how it relates to our industry is becoming a necessity regardless of your market.
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Qualifying your Green customer How Green does your customer want to be? | Each choice adds cost A consumer may just want to be buying from a green company. For product, there are five areas for your customer to Live Green: Door Style Selection Customers could choose standard products | No cost variance
Wood Specie Selection Easy to explain | No real cost penalty | Limited selections
Cabinet Box Construction Probably most common due to formaldehyde | Modest Cost
FSC (Forest Stewardship Council) Lumber Expands selections to standard woods & doors | Most Costly
Finish Selection Commitment due to maintenance | High Cost
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Preparing to sell your Green products
You have explained to your client the areas of choice. Do you have to convince them Holiday is a Green company? Do you have to make them feel good about purchasing a “standard� product? Do you have to sell the value of additional cost? Do you have to sell against perceptions your client may have from looking at other products? The details that follow will help you close these sales!
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Selling Holiday as a Green Company Holiday was among the first companies to become KCMA ESP certified. As part of this certification, below are some highlights on how Holiday has taken progressive steps towards being an industry leader in Green. Holiday uses 14,000 trees a year manufacturing cabinetry but plants 28,000 trees a year to offset this usage! Holiday utilizes 100% of all wood with downfall being sold for animal bedding and landscaping materials. We have taken steps to decrease our non wood waste stream by 60% Our investment in CNC nesting technology has increased our board yield by 15% Our investment in an automated cut line has increased wood utilization by 20% Holiday uses only 1/3 of our finish permit issued to us by the EPA through our discipline of Most Available Controlled Technology (MACT) Holiday utilizes a distiller to reclaim cleaning solvents and excess finish materials 90% of Holiday’s lumber is SFI (Sustainable Forestry Initiative) certified.
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Understanding the KCMA ESP Program
The KCMA developed the Environmental Stewardship Program to set standards for manufacturers in our industry. This program has five categories of compliance: Air quality Product Resource Management Process Resource Management Environmental Stewardship Community Relations
This program is a very good talking point with your clients. A copy of the KCMA ESP brochure in Adobe format is available. You may visit www.GreenCabinetSource.org for this and more information.
Simply using our industry’s standard may be enough. This certification does NOT mean a manufacturer has a truly green product.
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What it means to be KCMA ESP Certified
Manufacturers must demonstrate compliance with stringent criteria to be awarded ESP certification. These criteria include, but are not limited to: 75% of particleboard, plywood and MDF used in the cabinets must be certified to meet lowest formaldehyde emission standards 75% of particleboard and MDF used in the cabinets must contain 100% recycled or recovered fiber content Hardwoods must be certified through an independent and credible sustainable forestry program A documented energy conservation program must be in place A written Environmental Management System must be available and enforced An active recycling program for process wastes must be in place All federal, state and local environmental requirements must be observed The manufacturer must demonstrate community involvement and leadership through service or charitable organizations.
It is a rigorous process that helps guarantee that everyone is doing their part to provide you with sustainable cabinetry products.
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SFI (Sustainable Forestry Initiative) Lumber
As part of Holiday’s pursuit in responsible sourcing of natural resources, 90% of our purchased lumber is SFI certified SFI is an independent, non-profit organization responsible for maintaining, overseeing and improving a sustainable forestry certification program SFI differs from FSC in that the certification process stops at the mill. To learn more about SFI visit: www.sfiprogram.org
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Selling the Green side of Standard Products The simplest form of Green is selecting a natural finish With Holiday 5% deduct, you can actually save money Select a veneered door Peeling a tree for veneer yields 35 times more material than milling a tree for board lumber. Holiday offers (4) veneer door styles Munich (no charge door) Frisco Urbandale Pillow Consider a thermofoil door from our Cucina di Festa collection Thermofoil doors do not use any wood, are constructed using MDF substrate and require no finishing, hence zero VOC emissions.
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Selling the Green side of Standard Products
Holiday’s standard box exceeds the ANSI/KCMA allowances for AUF composition and is very close to being CARB1 compliant. AUF= Added Urea Formaldehyde
Particleboard
Plywood
Holiday Standard Product
.20 ppm
.10 ppm
ANSI/KCMA maximum allowed
.30 ppm
.30 ppm
California 1/1/2009 maximum allowed
.18 ppm
.08 ppm
Consider pushing Alder as a wood specie Alder Grows to harvestable maturity approximately 20 years sooner than Oak, Maple, Cherry & Hickory 90% of Holiday’s Lumber is SFI Certified 100% of Holiday’s Alder Lumber is SFI certified
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Selecting a Renewable Green Wood Specie - Bamboo A renewable resource is one that is replenished by natural processes at a rate comparable to its rate of consumption. A Renewable Green wood specie would be one that matures in roughly the same time window as one would wait to remodel their kitchen.
Bamboo Although considered a grass, Bamboo is the fastest growing “woody plant” in the world Due to its unique rhizome system, it grows from itself by sprouting new shoots and reaches a harvestable age in 3-5 years Bamboo finishes beautifully with characteristics of wood Bamboo carries a 20% up charge (Note: natural deduct)
Door Styles offered in Bamboo by Holiday Moso: 3-ply solid vertical cut bamboo : 600 or 850 Edge (600 recommended) Munich: Vertical cut bamboo veneer on ¾” MDF core Frisco: Vertical cut bamboo veneer on ¾” MDF core The 3mm wood edge is available in cherry or maple Both Munich & Frisco have maple veneer on the door back Urbandale: Vertical cut bamboo veneer on ¾” MDF core
Bamboo finish offerings are Natural Blonde or Natural Caramelized
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What Bamboo Looks Like
Moso Door Style 3-Ply Solid Bamboo Vertical Cut Natural Blonde Finish Holiday #600 Edge Profile Grain Matched Drawer Front
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KBIS 2008 Holiday Full Access Green Vignette
IDC Full Access NAUF Plywood Moso Door Style Horizontal Grain Natural Caramelized Matte Finish Hafele Recessed Pulls
Aluminum w/Satin Glass Doors Hafele Sliding Door Hardware
Dodd’s Dovetailed Drawers Hettich Quaddro Silent Close guides
Blum Gray Tandembox Drawers Blum Stainless Tandembox Drawers Blum Drawer Inserts & Plate Holders
Custom Flat Rollout Tray LED Lighted Shelving, Element Designs Hafele Magic Corner II 8” high stainless toe – Numetal #256 Working drawer in toe space area Spekva Wenge Waterfall Top
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Selecting a Renewable Green Wood Specie - Lyptus A renewable resource is one that is replenished by natural processes at a rate comparable to its rate of consumption. A Renewable Green wood specie would be one that matures in roughly the same time window as one would wait to remodel their kitchen. Eucalyptus (Lyptus) Originally native to Australia and New Zealand, Eucalyptus is now cultivated in South America and California Lyptus reaches a harvestable age in 14-16 years and grows back from the same stump and root system without the need for replanting. Lyptus finishes beautifully with characteristics of mahogany Door Styles offered in Lyptus by Holiday Veneered: Our Munich, Frisco & Urbandale doors are available in Lyptus Solid Wood: Holiday offers several “cope and stick� doors in solid Lyptus Lyptus is available in finishes similar to those used on Alder & Cherry
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What Lyptus Looks Like
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Selecting a Substitute Green Wood Specie – Coconut Palm A substitute wood specie is one that would normally be discarded upon harvesting but is now being productively used. A Renewable Green wood specie would be one that matures in roughly the same time window as one would wait to remodel their kitchen. Coconut Palm Grown throughout the tropical belt of the globe, Coconut Palm trees have traditionally been wasted once they stop producing fruit. Coconut Palm trees reach maturity (maximum growth) in 20 years Coconut Palm finishes beautifully but will experience some surface cracks which are characteristic of the wood and are not structurally degrading to the door Door Styles offered in Coconut Palm by Holiday Moso Palm: 3-ply solid vertical cut palm : 600 or 850 Edge (600 recommended) Coconut Palm is available in a natural finish
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What Coconut Palm Looks Like
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Selling a Reconstituted/Composite Green Wood Specie A Reconstituted or Composite wood specie is one that maximizes the use of natural resources while creating the look of specialty or exotic veneers. Reconstituted (Composite) Veneers – What are they? A generic veneer is harvested from managed forests Obeche & Koto harvested in Africa are limited to 2 trees per acre Italian Poplar used is harvested from managed forest plantations These generic veneer leaves are dyed to create the simulated pattern The veneer leaves are then laminated together to create a block of wood This block of wood is then sliced to create the desired grain pattern
These veneers are sourced from Brookside Veneers Ltd. Their website is: www.veneers.com Additional information on these products may be found on their site by clicking on the COMPOSITE VENEERS box underneath their name. Color swatches may be viewed and a sample book of veneers is available for order from Brookside.
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Holiday Reconstituted/Composite Product Details Reconstituted/Composite veneers are only available on our Live Green NAUF MDF box construction. This box mirrors our standard IDC Melamine Construction The components will be MDF vs. Particleboard The box will have a Natural Maple Veneer Interior vs. Melamine The box will have Matching Wood Edge Banding.
Reconstituted Door Styles offered by Holiday Munich: Composite Veneer on ¾” MDF core Frisco: Composite Veneer on ¾” MDF core The 3mm wood edge is available in cherry or maple Both Munich and Frisco have maple veneer on the door back Urbandale: Composite Veneer on ¾” MDF core
These are most commonly sold in a Natural Finish but allow any of Holiday’s top coat sheens.
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Reconstituted/Composite Green Wood Specie Offered by Holiday Flat Cut Honey Oak
Carpathian Burl
Quartered Wenge
Rift Cut White Oak
Olive Ash Burl
Quartered Fir
Quartered Brown Oak
Walnut Burl
Butternut
Flat Cut Brown Ash
Quartered Maple
Sapele Pommele
Quartered Ash
Flat Cut Maple
Prima Birdseye
Quartered Teak
Flat Cut Teak
Quartered Ebony
Flat Cut Honey Teak
Quartered Mahogany
Quartered Gold Teak
Quartered Classic Mahogany
Flat Cut Cherry Medium
Flat Cut Rosewood
Flat Cut Cherry Medium (2)
Quartered Ceylon Rosewood
Quartered Cherry
Quartered Macassar Ebony
Quartered American Cherry
Quartered Zebrawood
Flat Cut Walnut
Brandied Peach Birdseye
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Understanding Urea Formaldehyde (UF) Urea Formaldehyde is listed as a “known human carcinogen� UF Adhesives are inexpensive to create and set quickly Their chemical bond allows emission of formaldehyde No Added Urea Formaldehyde (NAUF) material solution These panels use phenolic resins The adhesive is Phenol Formaldehyde This is a more expensive material This material takes longer to cure Their chemical bond offers ultra low emissions
No Added Formaldehyde (NAF) panels do exist These materials use poly vinyl or soy based resins These resins are very expensive They react differently with different wood types They are not commercially viable at our level at this time
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Green Cabinet Box Construction Holiday offers a Green box construction in our IDC full access Line The Green cabinet boxes use NAUF board. NAUF = No Added Urea Formaldehyde
Green MDF Cabinet Box – 5% up charge on order ¾” NAUF MDF with Cabinet Maple melamine interior Interior will vary slightly from IDC Melamine product MDF used is made from pre-consumer recycled wood fiber
Green Plywood Cabinet Box – 5% up charge on order ¾” NAUF Plywood with maple veneer interior
All glues that Holiday uses are formaldehyde free (NAF adhesives)
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FSC (Forest Stewardship Council) Lumber Selection
For the passionate Green client, Holiday offers FSC Lumber The FSC was founded in 1993 and was created to promote sustainable forestry It’s purpose is to coordinate verifiable forest management principles and standards.
FSC Lumber carries a certificate that passes through each supplier from the stump to your client’s home. Holiday offers FSC Lumber in oak, maple & cherry. Door styles are limited to Slab and 5 piece mortise and tenon doors.
FSC Lumber carries a 30% premium This is in addition to the standard wood specie premium (Maple = 38%)
To learn more about FSC visit: www.fsc.org
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The Greenest of Green – Linseed Oil Finishes For the Green at Heart, Holiday offers a Linseed Oil Finish Linseed Oil, also known as flax seed oil, is a drying oil derived from the dried ripe seeds of the flax plant. A drying oil is an oil that hardens to a tough, solid film after a period of exposure to air.
Linseed Oil finishes are a traditional finish for gun stocks and antique furnishings. Holiday offers the Linseed Oil Finish in 3 colors Linseed Oil Light | Linseed Oil Medium | Linseed Oil Dark
Routine maintenances is required with this finish Routine maintenance is defined as additional application of the oil by the homeowner. Therefore, finish and cracking will not qualify under Holiday’s warranty
This finish offering carries a 20% finish premium.
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Understanding Waterborne Finishes A few Green manufacturers and many local cabinet shops are promoting Waterborne finishes as “more” Green than Catalyzed Conversion Varnishes The following facts will help you position yourself when faced with this question
First we must understand the make up of wood finishes. Wood finishes consist of three components An EMULSION, which is the resin that is left behind and what hardens to become the final finish. A SOLVENT, which is the vehicle to delivery the EMULSION. A CATALYST, which is the material that creates the chemical reaction to evaporate the SOLVENT and harden the EMULSION.
Calling a Waterborne finish “Water Based” is common and misleading. Waterborne finishes are those that use water as a convenient and neutral SOLVENT. Most companies use an oil or chemical SOLVENT (like Acetone) Holiday uses Acetone as our SOLVENT Acetone is NOT labeled as a VHAP (Volatile Hazard Air Pollutant) by the EPA. VHAP solvents are those identified by the EPA as solvents hazardous to our environment and long term health. You can well imagine this list is long and ardent with the extreme nature of the EPA. The difference is in the emissions created from the SOLVENTS that vary from water.
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Understanding Waterborne Finishes Waterborne finishes were primarily developed to assist small cabinet shops in becoming more environmentally compliant. Shops that emit less than 12,000 lbs. of VOC’s to no have to report to the EPA. Many of these shops use Lacquer finishes because they dry quickly and do not require investment in advanced finishing equipment utilizing ovens and lighting for drying. Lacquers are nitro-cellulose based (which is the same chemical formula as gun powder) Lacquers are old technology with very low solids (thus high EMULSIONS) Therefore high levels of SOLVENTS are released into the air during the curing process Lacquers are not only highly toxic but also highly flammable By changing to Waterborne finishes, these shops were able to reduce their toxic emissions AND lower their insurance rates by reducing flammability.
Waterborne finishes allow small shops to be closer in emissions to the companies that have hundreds of thousands of dollars (if not millions) in their finishing, capturing, air quality control and disposal systems. (Like Holiday) New NON lacquer EMULSION systems such as acrylics, alkyd soy, and alkyd coconut have replaced lacquers in more developed high volume companies. These systems require significant investment in equipment and technology. This investment is prohibitive to smaller shops.
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Understanding Waterborne Finishes While advances have been made, there are disadvantages to working with Waterborne finishes. Wood and Water are natural enemies! Water causes the grain of the wood to rise which makes additional sanding essential Waterbornes are temperature sensitive meaning EMULSION adhesion is subject to hot and cold temperature variances These finishes are water sensitive until the curing process is complete. This final cure may not happen for weeks due to humidity issues Improper curing can leave a “grey cloudy� appearance under the final top coat due to trapped moisture If application methods are not consistent, dark spots and lap marks from overlapping spray patterns can be present This makes color control very difficult!
Waterborne finishes are more difficult to dispose of! Leftover material must first be dried before being sent off for incineration This drying process uses a tremendous amount of energy Since it must be dried and then incinerated, the costs are too high for most small shops to responsibly dispose of this material. These small shops do not face the same regulatory measures placed on large companies As a result, a high percentage of this material ends up in land fills or is just dumped locally
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The Holiday Finish Advantage Holiday employs MACT (most available controlled technology) throughout our finish process and uses Acetone as our delivery vehicle which is NOT a VHAP solvent! Holiday only uses 1/3 of our permitted emissions level set for us by the EPA based on the amount of product we produce annually This has been achieved through an ongoing, targeted, continuous improvement projects starting with our supply chain and ending with the responsible treatment and handling of our minimized waste stream
Holiday applies 80% of our coatings on a Million Dollar flat line finish system This system has a built in scraper that reclaims material that does not make it onto wood This reclaimed material is distilled and reused as sealer the first time Material is reclaimed a second time, distilled again, and used as a cleaner Subsequent reclamation of the finish material goes through the distillation process and reused until 100% of the Acetone SOLVENT is used.
The remaining solids, left over from the distillation process, become a brick of hard material which requires no drying as does waterborne thus using less energy This brick is shipped to a DNR/EPA regulated incinerator for disposal and is reduced into simple ash at close to 100% elimination The air emitted from this incinerator is put through a scrubber to eliminate greenhouse gas emissions and close our loop on leaving a very small eco footprint
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Introduction to the LEED速 Green Building Rating System
LEED速 was created by the US Green Building Council and stands for Leadership in Energy and Environmental Design. LEED速 measures 5 key areas of importance in building Sustainable Site Development Water Savings Energy Efficiency Materials Selection Indoor Environmental Quality
LEED速 has develop rating systems for various types of projects New Construction & Major Renovations Existing Buildings: Operations & Maintenance Commercial Interiors Core & Shell | Neighborhood Development Schools | Retail | Healthcare Homes
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Understanding the LEED速 Green Building Rating System
The LEED速 rating systems are based on points. LEED速 has developed checklists for the various project types These checklists are available for download at www.usgbc.org Different project types have different point totals
Points are awarded through a series of topics and subsets The following slides show examples of: A Project Checklist section A Project Checklist Credit definition
The source for this information is LEED for New Construction v2.2
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Understanding the LEED® Green Building Rating System
Yes
?
No Materials & Resources
13 Points
Prereq 1
Storage & Collection of Recyclables
Required
Credit 1.1
Building Reuse, Maintain 75% of Existing Walls, Floors & Roof
1
Credit 1.2
Building Reuse, Maintain 95% of Existing Walls, Floors & Roof
1
Credit 1.3
Building Reuse, Maintain 50% of Interior Non-Structural Elements
1
Credit 2.1
Construction Waste Management, Divert 50% from Disposal
1
Credit 2.2
Construction Waste Management, Divert 75% from Disposal
1
Credit 3.1
Materials Reuse, 5%
1
Credit 3.2
Materials Reuse, 10%
1
Credit 4.1
Recycled Content, 10% (post-consumer + ½ pre-consumer)
1
Credit 4.2
Recycled Content, 20% (post-consumer + ½ pre-consumer)
1
Credit 5.1
Regional Materials, 10% Extracted, Processed & Manufactured
1
Credit 5.2
Regional Materials, 20% Extracted, Processed & Manufactured
1
Credit 6
Rapidly Renewable Materials
1
Credit 7
Certified Wood
1
Yes
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Understanding the LEED速 Green Building Rating System
MR Credit 6: Rapidly Renewable Materials 1 Point Intent Reduce the use and depletion of finite raw materials and long-cycle renewable materials by replacing them with rapidly renewable materials.
Requirements Use rapidly renewable building materials and products (made from plants that are typically harvested within a ten-year cycle or shorter) for 2.5% of the total value of all building materials and products used in the project, based on cost.
Potential Technologies & Strategies Establish a project goal for rapidly renewable materials and identify products and suppliers that can support achievement of this goal. Consider materials such as bamboo, wool, cotton insulation, agrifiber, linoleum, wheatboard, strawboard and cork. During construction, ensure that the specified renewable materials are installed. LEED for New Construction Rating System v2.2 Page: 55
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What Can you do to make your company more Green? Find a “Green” foundation that matches your personal viewpoints and pledge support through membership. The Arbor Day Foundation: National Tree Trust: The Conservation Fund: The Rainforest Alliance: Ducks Unlimited:
www.arborday.org www.nationaltreetrust.org www.conservationfund.org www.rainforest-alliance.org www.ducks.org
Join the US Green Building Council: www.usgbc.org Write an internal policy memo detailing the steps you take to be environmentally responsible Recycling program for materials and Energy Conservation steps Local Stewardship and community involvement
Work with Habitat for Humanity for cabinets you may have from remodeling projects or your “bone pile”. Possible tax deduction. Sponsor a local recycling drive for electronics (TV’s, Cell Phones, Etc.) Find a local non-profit company or electronics store Possibly involve the city or town | radio station | etc.
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