Nearly fifty years after the creation of the patented AstroTurf ^® process; our unique, grass-like blades remain a symbol of innovation, providing an unparalleled cleaning surface that stops dirt at the door.

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.

To date, we have sold almost 10 million mats. That's enough mats to keep nearly720 million tons of dirt 'outside' homes. AstroTurf ^® holds a special place in the American landscape.

IS THE NEW INSIDE NOW OUTSIDE?

Carey Widder, President of GrassWorx LLC., discusses a homeowner revolution that is not so new with the International Home Housewares Show Daily ...

Show Daily: Tell us why you see this new outdoor living movement as less a trend and more a continuum.

Carey Widder: Our Clean Machine ^® Doormats made with Genuine AstroTurf ^® have been in front of millions of home entrances for nearly 50 years. We understand today's varied "lifestyle entrances" of American Homes.

SD: That's an interesting phrase, "lifestyle entrances". What exactly does that mean?

CW: We know from a study by the National Association of Home Builders, that in 1951 the average home had 2 doors and within 50 years that "average" was over 4 doors per home. This is what we mean when we say the new INSIDE is the OUTSIDE!

A result of this "trend" is the increased spending on an enhanced outdoor environment.

The age of stackable plastic chairs and BBQ Pits has given way to mini-kitchens, living room style furnishings and extensive wood decks and stone and brick patios. This "trend" has continued ... even during these recessionary times.

SD: How does that affect a doormat manufacturer?

CW: Good question. From our proprietary research, we have known for years that the three most important reasons to own a doormat are: 1) Cleaning capability, 2) Endurance and 3) Appearance. We also know, and this is key, that the front door is used less than a 1/3 of the time and the "alternative lifestyle entrances" are used most of the time.

That's why we offer the most complete collection of mats for the "Whole House" solution. Our Clean Machine ^® mats are the hardest working doormats in North America! These mats scrape, hold and hide about a 1 pound of dirt per square foot ... we also cater to the constant upgrading of taste that is driving this backyard bonanza.

SD: Can you give us an example?

CW: I thought you would never ask. Last year at the IHS, we introduced the "Ultimate Pet Lovers" and "Ultimate Garage" mats, accommodating both lifestyle and location. This year, we will be introducing several new styles made with our recycled rubber frames like our new Zen Rock Garden mat that creates a balance of nature and functionality.

We also have new large and small fashion updates on our classic Greek Key design. Our 2012 Whole House Collection is created for both front and alternative entrances. As lifestyle brings the indoors out, we offer a color palette with hues and textures balanced with nature.

SD: So you feel this INSIDE OUT "continuum" will benefit GrassWorx?

CW: You recall, the consumer's #1 reason for a doormat is to, "Keep the outside (dirt) outside!" That's exactly what we do! I guess you could say the consumer is walking in our direction.

To learn even more about
Clean Machine^® Cleaning Power
Just call 1.800.813.5221