AN AMERICAN ORIGINAL
Over 45 Years of the AstroTurf® Brand
2010 marked the anniversary of a true icon - Genuine AstroTurf®. Over
forty-five years after the creation of the patented AstroTurf® process; our
unique, grass-like blades remain a symbol of innovation, providing an
unparalleled cleaning surface for doormats.
Widely recognized as an excellent example of design innovation in
manufacturing, the realistic plastic blades, molded into a grid-like pattern
have remained unchanged since the late 1960's.
The Daisy doormat helped launch the brand and today remains a staple in
the Genuine AstroTurf® product line. According to Carey Widder, President of
GrassWorx, "Our mat with the little daisy really is an 'American Original'.
While we have changed the grass color and the daisy position through the
years, this doormat remains one of our top sellers. Our Daisy mat is
frequently used for TV backgrounds and ads because it is so recognizable as
a 60's icon.
Since it was launched, we estimate we have sold almost 10 million mats. That's enough mats to keep about 720 million tons of dirt 'outside' homes.
AstroTurf® and the Daisy hold a special place in the American landscape."
"DOES THIS DOORMAT MAKE MY HOUSE LOOK TOO BIG?"
That was the rhetorical question posed by "Daisy" the Clean Machine®
spokesperson during an interview with "International Housewares Daily" at
the 2011 IHA Show in Chicago. Their in-depth discussion covered not only the
unsurpassed cleaning power of Genuine AstroTurf® but also GrassWorx and
their jump to mobile technology.
IHA Show Daily: Daisy, tell us about this bar code. What does this have
to do with selling doormats?
Daisy: GrassWorx recently added QR (Quick Response) code to all their
P.O.S. packaging to help consumers learn more about our AstroTurf® cleaning
action. This code is readable by smart camera phones, which have become
increasingly popular and useful. We can now link retail shoppers to product
information via their mobile devices.
For us, it was a natural extension of our successful use of live TV
demonstrations. We've always known the value a great video clip. Now,
customers who have a smart phone with a scanning application can quickly
access information to help them make an informed decision.
IHA Show Daily: Daisy, what about you and AstroTurf®
... what's your story?
Daisy: You're making a girl blush! We just celebrated
our 45th year. I actually first introduced the iconic 'Daisy' design at the
IHA back in '65. As the GrassWorx spokesperson, I personify the classic
1960s mom, we knew all about keeping our homes clean. But, as I got older I
added a touch of fashion to my lifestyle ... just like our great line-up of Clean Machine®
scraper doormats with recycled rubber framework and special insert designs.
Our St. Louis Plant uses proprietary AstroTurf® technology to create a
unique doormat that continues to be the hardest working doormat on the
market. We know using our products helps to create a cleaner and healthier
environment.
IHA Show Daily: It seems like everybody today is claiming to offer
consumers a cleaner and healthier environment. What makes Clean Machine® so
unique?
Daisy: Moms have known for years that the number one reason for a doormat
purchase is cleaning power. Our patented blade design mimics the cleaning
and scraping action of natural grass. The Clean Machine® doormat scrapes,
holds and hides about 1 pound of dirt per week. Think about it: the average
home today has over four entry doors, if the home owner places a Clean
Machine® at every entry door they will keep up to 400 pounds of dirt, per
year, out of their house! That is a big pile of dirt, my friend.
Like other companies, GrassWorx uses recycled materials in their
manufacturing process, but we take a slightly different approach to making
our products more 'Green.' We're talking about long-term preventive
maintenace. For instance, James Hansen, one of the first scientists to sound
the alarm about global warming, recently said that 'The real key to
preventing climate change is reducing home energy use.'
Did you know that the average home pollutes more than the average car!
That's where our scraper mats come in. Since 80% of the dirt enters a home
through the doors, think about all the damage 400 pounds of dirt can cause
to furniture and flooring. Plus, the cost of cleaning the house:
electricity, chemicals and paper products, they all generate more waste.
IHA Show Daily: You're saying Clean Machine® Doormats made with
AstroTurf® are all about being green and 'saving green' for years and years
after the purchase?
Daisy: You've got it! We help folks start saving energy as soon as they
put our mats in front of their doors. Think about it: our mats help reduce
the carbon footprints ... one step at a time.
IHA Show Daily: Well Daisy, just one final question, 'DOES that Clean
Machine® doormat make your house look too big?'
Daisy: No, but it sure does make it cleaner! But, don't take my word for
it, if you would like more information about GrassWorx and our 'Green"
products just surf around on our web site for a while or call: 800.813.5221.
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