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Cuisinart’s Mary Rodgers Shares Insights About Successful Green Marketing Initiatives at the American Home Furnishings Alliance’s Annual Marketing Meeting

Stamford, CT - July 2011

 

FOR IMMEDIATE RELEASE          

July2011

 

Contact:       Mary M. Rodgers              or                   Rachel Litner

                    Cuisinart                                               Rachel Litner Associates

                    Phone: (203) 975-4609                           Phone: (973) 994-5167

                    Email: mary_rodgers@conair.com            Email: rachel@rlitner.com

            

 Cuisinart’s Mary Rodgers Shares Insights About Successful Green Marketing Initiatives at the American Home Furnishings Alliance Annual Marketing Meeting                     

Stamford, CT –Mary Rodgers, Director of Marketing Communications for Cuisinart and Waring, spoke last week at the American Home Furnishings Alliance’s (AHFA) Annual Marketing Meeting in Asheville, North Carolina.  The meeting, titled “Building Knowledge,Skills and Value in the New Business Landscape,” showcased the evolving marketing strategies and tactics that will dominate 2012 and beyond, and featured a bevy of presentations, workshops and networking opportunities.  Rodgers’ presentation, “Cuisinart GreenGourmet®: a Study in Green Manufacturing and Marketing,” outlined the company’s strategies and successes in the Green marketing segment as they pertain to the housewares industry’s first eco-friendly line of cookware –Cuisinart’s GreenGourmet.  GreenGourmet cookware debuted in 2008 at the International Home and Housewares Show, and has since developed into a diverse product line featuring exclusive Cuisinart Ceramica™ nonstick technology, a petroleum-free, ceramic-based coating that is applied at a temperature one half that of traditional nonsticks and that contains no PTFE or PFOA.

Consumer demand for environmentally-responsible home furnishings is steadily increasing as well,and as a result, industry professionals are seeking to gain a better understanding of the engineering and marketing needs related to Green products.  As an experienced professional in the housewares industry, Rodgers added a distinct perspective on Green marketing that can easily translate to the home furnishings. As environmentally responsible goods and services continue to become more prevalent across all industries, the information she provided will serve as concrete reference points for a wide range of marketing professionals across numerous disciplines.

“It is of utmost importance that marketers research, position and price their Green products carefully and strategically,” said Rodgers, addressing hundreds of colleagues at the Hilton Asheville Biltmore Park.  “Due diligence is also key, and transparency and claim substantiation are paramount due to the perceived vagaries of Green product descriptions.  A strict adherence to self-regulated guidelines for the use of environmental marketing claims is essential as well.  This is largely due to the practice of Greenwashing – or deliberately misleading consumers as to the eco-friendly nature of one’s products – which has become so prevalent that consumers are often wary of anything touted as being Green.” 

She went on to explain that to counteract Greenwashing, companies must produce and market Green products that can withstand even the strongest scrutiny of any outside individual or organization.  There is no overarching standard for eco-friendly products within the housewares industry, so to avoid any instance of Greenwashing, industry professionals must be stringent in the creation of and adherence to company-specific regulations, which should be based on general guidelines that have been set forth by government agencies like the FTC and the EPA.

Cuisinart’s GreenGourmet line of cookware, for example, conforms to FDA and European RoHS standards for environmentally sound products, and was developed using manufacturing techniques that reduce harmful carbon emissions by consuming less energy.  The cookware also has riveted handles that are manufactured using 70% recycled stainless steel, and is sold in packaging made from 100% recycled materials that are printed with 100% biodegradable soy ink.

As part of Rogers’ presentation, she also provided an overview of the profile of the Green consumer, citing Concerned Citizens and Eco Moms as two of the most significant purchasers of Green products.  Research conducted by the Good Housekeeping Research Institute during the development of the Green Good Housekeeping Seal showed that 70% of respondents reported that they are very concerned with improving the environment and 78% said that going eco-friendly is something that should concern everyone.  Moms are particularly interested in going Green, as they are very mindful of the impact of the products and services in their lives, and how they influence the health of their families*.

To engage Green consumers, Cuisinart utilizes a wide range of mediums to position GreenGourmet carefully and strategically, including: the Cuisinart website, print and digital advertising,Facebook, Twitter, the blogosphere, viral videos, online banner ads, smartphone apps, contests and more.  Special events also play a vital role in spreading awareness and understanding of the company’s Green cookware, which has been displayed and demonstrated at the International Home and Housewares Show and various New York City media events focused on Green products, including the Healthy Living Media Preview and the Green Products Expo.

The GreenGourmet collection, which includes Hard Anodized and Tri-Ply Stainless sets, an electric skillet and a forthcoming line of tools and gadgets, has won several prestigious industry awards as well, in recognition of its distinctive attributes.  These awards include the Chicago Athenaeum Green GOOD Design Award, a Summit International Award, a SHAPE Magazine award,and the Top Gear of the Year award from the 2008 Shape You Gear Awards.

Rodgers closed her presentation at the AHFA conference by reinforcing the importance of an ongoing and open dialogue with consumers regarding Green products and marketing claims.  She emphasized that these strategies are applicable to the housewares industry as well as the home furnishings market.  For more information on Mary Rodgers’ presentation, or if you would like to speak with her directly about Green marketing, contact Rachel Litner at 973.994.5167 or rachel@rlitner.com.

 

About Mary Rodgers:

Mary Rodgers has more than 20 years of solid experience in the housewares and tabletop business. Since joining Cuisinart and Waring in 1996, she has significantly expanded the marketing communications department, while spearheading industry-first initiatives that have given the company even greater stature as an innovative leader.

As Director of Marketing Communications for Cuisinart and Waring, based in Stamford, Connecticut, Rodgers is responsible for all consumer communication touch points for the brand portfolio. She oversees the company’s social media campaigns, consumer and trade advertising, public relations, consumer promotions and sponsorships, as well as Cuisinart’s National Bridal Program.Under her leadership, Cuisinart has received numerous awards for marketing campaigns from some of the most prestigious industry organizations in the nation.

She graduated from D’Youville College in Buffalo, New York, with a Bachelor of Arts degree in English, and graduated with honors from The State University of NewYork (SUNY), receiving a Bachelor of Science degree in Business, Management and Economics.  She is currently pursuing a Master of Business Administration at SUNY Empire State.

About Cuisinart:

Cuisinart, universally known for introducing the food processor in America, is a leader in culinary appliances,professional quality cookware and kitchen accessories. The company’s cutting edge reputation can be seen on numerous fronts, from industry-first products and design awards to sponsorships of culinary events and TV cooking shows.Cuisinart manufactures a full range of products under the tagline, “Savor the Good Life®.” These products include cookware, countertop cooking appliances,blenders, stand mixers and coffeemakers, as well as food processors, toasters and toaster ovens, ice cream makers and waffle makers. Cuisinart has the following websites: www.cuisinart.com, www.cuisinart.com/baby and www.cuisinartcleanwater.com,and social media sites: www.facebook.com/cuisinart and www.twitter.com/cuisinartpr.  The company also has a new iPhone app, Cuisinart’s KitchenSync http://www.cuisinart.com/recipes/kitchensync.html  

                                                           

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