Volume 26/Number 17; January 7/14, 2013
By Melissa McGuire
Once upon a time, consumers purchased products touting “Made in the U.S.A.” more out of patriotism than style or price. But all that has changed as the movement has gone through a rebranding of sorts. The embrace of domestic goods has become mainstream—even chic— and now extends beyond small communities in America’s Heartland to every major metropolis.
Armstrong flooring has been at the forefront of this movement. More than 90% of its hardwood products are manufactured in the U.S. at eight different plants. Creating more American jobs, making more American product and supporting American people is at the heart of Armstrong’s patriotic perseverance.
American product
Widely recognized for its quality products, the company has taken one collection to the next level by tacking on environmental stewardship to its list of American benefits. The product is American Scrape, a domestic hickory offered in both solid and engineered hardwood, showcasing its inspiration from the American landscape. A portion of the sales of these products will be dedicated to supporting Homes For Our Troops, a national non-partisan organization that builds specially adapted homes for the nation’s severely injured veterans.
“Currently, Armstrong has eight domestic manufacturing plants for hardwood products, three of which will be manufacturing the new American Scrape,” said Milton Goodwin, vice president of product management, hardwood and laminate. “These new dramatic visuals and differentiated products are offered at competitive prices to help retailers win more sales.” Goodwin went on to explain the engineered version of American Scrape has already launched in the Southwest with the solid version to be unveiled at Surfaces. “The products that are already out there have been received phenomenally and we expect the same or better from the new launches.”
Armstrong has a long history of recycling and environmental stewardship—from re-using cork waste for linoleum floors in the early 1900s to planting trees to replace the wood it uses to make floors today. As a leading manufacturer of flooring in North America, Armstrong is committed to sustaining natural resources and reducing its environmental impact.
Its commitment to American manufacturing provides much-needed help to workers in some of America’s smaller towns. In illustration, on Dec. 6, Armstrong announced plans to add workers at its Beverly, W. Va., plant, increasing the number of employees from 575 to 720.
Gov. Earl Ray Tomblin said the move was just one example of growth among West Virginia companies. “We appreciate having Armstrong Hardwood Flooring in West Virginia for the past 20 years.”
Congresswoman Shelley Moore Capito (R-W.Va.) added, “Job creation is always something to celebrate, and even more welcomed at a time when our economy is still struggling to recover. Any day we can add new jobs is a great day for our state, and 145 good-paying, new jobs is truly a great day.”
American support
Last month, Armstrong became the exclusive flooring supplier to Homes For Our Troops with plans to donate flooring to approximately 30 homes scheduled to be built across the country this year. Through the support of individuals, foundations and corporate contributors, the houses are built at no cost to the veterans.
“We are proud we can play a small role in helping these injured veterans live more comfortably in their new homes, although ‘proud’ does not begin to describe how we feel about the opportunity to help return freedom and independence to a few of our nation’s most severely wounded service members,” said Kevin Biedermann, senior vice president, residential, Armstrong Flooring Products. “We hope our participation will bring attention to this worthy organization as the opportunity and need is great. The more volunteers and donations that Homes For Our Troops receives, the more veterans it can help.”
The Armstrong products donated through the project include engineered hardwood and resilient flooring that meets specific criteria. In addition to Armstrong’s flooring, the homes will also include many products that will help the veterans enjoy daily life with their families. Each house is designed to provide maximum freedom of movement and the ability to live more independently after re turning injured from service.
“It is only with continued support from sponsors like Armstrong that together, we can help more severely injured veterans eliminate the daily obstacles and barriers that their physical limitations impose upon them and their families,” said Sergeant Major, Kenneth Preston, president and director, Homes For Our Troops. “Every donation of time, labor, materials and money helps us fulfill our commitment to our service members who have been severely injured in combat operations.”
Marine Sergeant Marshall Kennedy was on his fourth deployment when he lost both legs and suffered severe damage to his left arm after stepping on an IED in Sangin, Afghanistan, on June 13, 2011. When asked what receiving a specially adapted home from Homes for Our Troops would mean to him, Sgt. Kennedy shared the following: “Thank you for the support and all you are doing to make this possible. Living in a specially adapted home provided by Homes for Our Troops will make our transition to civilian life and our daily living so much easier. This is truly a blessing for our family. Thank you for this opportunity.”
His wife, Chelsie, added, “Having a house that’s fully accessible for Marshall to move around more freely brings a new normal to our lives and gives our kids a ‘normal’ home and time with their dad.”