New Smyrna Beach, Fla.—TrueTouch Floors celebrated the nationwide launch of its Predator MonoTechnology (MonoTech) collection with a beach cleanup and launch party here.
The event brought together flooring industry leaders, distributors and members of the local community. Attendees included industry veteran Ralph Boe and his wife, Nancy; Kirby Jones, vice president of sales and marketing for Reader’s Wholesale, and Jud Hurt, president of Ohio Valley Flooring; Marty Piore, vice president of business development for Ohio Valley Flooring and Mike Lane, territory sales manager, William M. Bird. New Smyrna Beach Mayor Fred Cleveland and Tess Sailor-Tynes, conservation science coordinator for the Marine Discovery Center, also joined the celebration.
The Predator collection highlights TrueTouch’s partnership with 4ocean and its efforts to combat plastic pollution. The collection’s marketing portrays plastic as the predator while positioning MonoTech as an alternative to plastic-based waterproof flooring.
Like other MonoTech products, Predator is PVC-free, plastic-free and 100% waterproof throughout. TrueTouch manufactures the collection using real wood and natural oils. The company also positions Predator as a competitively priced option in the waterproof flooring category.
Waterproof flooring meets sustainability
Through its partnership with 4ocean, TrueTouch removes 1 pound of plastic and debris from oceans and coastlines for every 100 square feet of flooring sold.
“This was probably the most exciting product launch we’ve done so far,” said Josh McGrane, managing partner at TrueTouch Floors. “Predator is going to be a huge success for TrueTouch and for all of our distributors, because the color line is incredibly beautiful and the marketing surrounding it is very impactful. It really draws you in and gives you a reason to buy.”
The celebration included a beach cleanup, where guests competed for prizes in two categories: Most Trash Collected and Strangest Item Found. TrueTouch also hosted guests in a private beach cabana for barbecue, drinks and cornhole.
Cleveland thanked the company for its involvement in the community. He expressed pride in having TrueTouch, “a company with a global supply chain and a national reach,” based in New Smyrna Beach.
TrueTouch also donated to the Marine Discovery Center, a local nonprofit organization focused on marine education and conservation. The organization works to restore and protect the Indian River Lagoon.
The donation reflected TrueTouch’s appreciation for its hometown, which is known as the Shark Bite Capital of the World. The distinction also connects to the shark imagery featured in Predator’s marketing.
“We’re celebrating the commitment of our distributors and their recognition of our efforts in this collection,” McGrane said. “We are so lucky to have the relationships that we have and to be able to work in a community that cares.”