Cellulose Manufacturers Launch New Marketing Initiative

Washington, DC (May 15, 2012)–The Cellulose Insulation Manufacturers Association (CIMA) announced a new initiative to bring the unique benefits of cellulose insulation to the attention of a wider audience. The initiative will kickoff with the debut of a major tradeshow display–the Cellulose Pavilion at the American Institute of Architects (AIA) Convention in Washington, DC May 17 – 19, 2012.

“In the 10 minutes we estimate the average person will spend in the Pavilion another 1,126,330 pounds of paper will become waste in the U.S.,“ CIMA President Chris Hoch said. “Recycled as cellulose insulation, that’s enough paper to insulate 220 energy-efficient homes.”

Hoch said continued concern over climate change, rising energy costs and renewed interest in insulation triggered the launch of CIMA’s initiative. “The country is looking for solutions and we believe cellulose insulation is the right product to bring energy savings to consumers and businesses while simultaneously providing tremendous environmental benefits to the planet.”

CIMA is the trade association representing cellulose insulation manufacturing companies across the United States. Cellulose Insulation is produced and used regionally around the country. According to the CIMA Marketing Committee Chairman Curt Dawkins of Polytran, Inc., the association chose the AIA Convention to launch its new initiative to create more awareness for cellulose insulation with architects who are the leading edge for awareness and selection of building products used by builders and consumers.

“We have even just added a new section to the association’s website cellulose.org specifically to provide more information for architects,” Dawkins said.

“The Pavilion culminates several years of planning by our members to bring forward a comprehensive presentation on the unique attributes of cellulose insulation,” CIMA Executive Director Dan Lea said. “We have a great story to share and the Pavilion will provide a tactile opportunity for architects to experience the amazing benefits of cellulose insulation.”

According to Lea, the Pavilion has been designed to graphically and tactilely demonstrate the product characteristics and environmental attributes of cellulose insulation. The centerpiece of the 600 square foot Pavilion is a room with walls and ceilings insulated with cellulose insulation exposed to allow viewers to see and experience a product typically hidden behind drywall.

According to association records, most cellulose insulation products contain as much as 85% recycled material, most of it post-consumer waste newspaper. Cellulose insulation manufacturers process an average of 875,000 tons of recycled waste paper annually. Studies by the Athena Sustainable Materials Institute confirm buildings with wood-intensive construction and cellulose insulation create effective net carbon sequestration that can help contribute to the global effort to reduce carbon levels in the atmosphere.

Lea sites independent studies that show if all the paper currently being put into landfills each year were converted to cellulose insulation, it would save approximately eight million tons of CO2 emissions. “That’s the equivalent of taking every car off the road in New Mexico and Nevada,” Lea said.

“Cellulose insulation is one of the most environmentally beneficial energy-saving building products available today,” Hoch said. “It turns what would otherwise be more waste paper decomposing in landfills into a highly efficient insulation that traps carbon in the attics and walls of homes and buildings for years. We think it’s time to get out this message for a product whose time has come.”

CIMA’s schedule for the Cellulose Pavilion in 2012 also includes the GreenBuild International Conference and Expo November 14-16 in San Francisco. For more information about the Cellulose Pavilion and the benefits of cellulose insulation, visit www.cellulose.org or call 888-881-2462.

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