Article Number: 4733
Shaw joins Masco’s Environment for Living, Becomes program’s first flooring sponsor
DALTON—As the green movement continues to sweep across the residential landscape, home builders and designers are seeking more ways to meet this demand by constructing houses that are environmentally responsible.
Unfortunately, with so many residential green standards and rating systems coming online, not to mention having to comply with local building codes, there has been a growing need for professional services to support regional and national home builders wanting to differentiate themselves in this area.
Enter Masco Home Services and its Environments For Living (EFL) Certified Green program, an extension of its original EFL program that was launched in 2001. Under the new program, introduced in 2007, Shaw Industries has become its first flooring sponsor.
Rick Davenport, vice president of building science for Masco, said EFL “helps homebuilders and developers construct homes that are energy efficient, comfortable and durable.”
The program, he added, is “based on the sound principles of building science and is the only national turnkey program of its kind.” To date, more than 150,000 homes have been built to EFL standards.
David Wilkerson, Shaw’s corporate director of sustainability and product stewardship, explained building science is the “process of looking at the house as a system. It is the study of the interaction of the various elements involved in heat flow and moisture flow and their impact on health and safety, durability, comfort and energy efficiency.”
The concept of building science, he added, “grew out of the building failures seen in the 1970s when we experienced our first energy crisis and began insulating buildings in an attempt to conserve energy.” Wilkerson noted the building science behind the Masco program was developed with the help of Building Science Corp. and Advanced Energy, two of the recognized leaders in this field.
Green adds flooring
The original EFL program offered two levels of certification—gold and platinum. The upper level already meets the requirements of the U.S. Environmental Protection Agency (EPA) Energy Star program and the U.S. Department of Energy Building America specifications. The newer Green program adds environmentally beneficial features and benefits, including flooring—in particular carpeting—indoor water efficiency, appliances and lighting.
“Prior to the introduction of the EFL Green level,” Wilkerson said, “the program focused on overall energy efficiency of the home envelope and the HVAC system.” Under the new program, “homes must use flooring products deemed sustainable and durable with a positive impact on IAQ.”
The Green program’s guidelines for carpet currently specify only nylon 6, which falls right into Shaw’s wheelhouse as it is not only the largest producer of this kind of nylon, through its Anso and Zeftron brands, it is also the largest recycler of the product.
Wilkerson said the program recommends carpet styles produced with type 6 nylon because it can be commercially recycled back into new carpet. “It also requires that all carpet be Carpet & Rug Institute (CRI) Green Label Plus certified.”
Masco’s Davenport said while the program is technically product neutral, meaning a builder is free to use any manufacturer whose products meet the program requirements, the company “looks for sponsors such as Shaw that are leaders in their respective area and product category. In Shaw, we saw a company much like Masco Home Services that was committed to the environment and to sustainability in every aspect of its operation.”
This is part of the program’s overall flexibility, he explained, as builders have the flexibility to customize the program to suit their homes, local markets, local climate and individual business needs. “We’re also compatible with other programs and can assist in achieving other certifications,” including local initiatives and national ones such as the National Association of Home Builders’ (NAHB) Model Green Home Building Guidelines or the U.S. Green Building Council’s (USGBC) Leadership in Energy and Environmental Design (LEED) for Homes.
The EFL Green program includes requirements in five of the six primary components of nearly all green building initiatives— energy efficiency, resource/material efficiency, water efficiency, indoor environmental quality and homeowner education. The one area not addressed—because EFL Green is considered a prescriptive program and not a points-based checklist program—is site planning.
“This means builders who choose the Certified Green program,” Davenport explained, “can add site planning and easily meet the requirements of most local green building programs and/or a national program.”
While the EFL program in general has been a success with builders—namely because of its flexibility and comprehensiveness— it is also an attraction to homeowners who are searching for ways to make them and their families more environmentally responsible.
Although there are many definitions of green building, Davenport pointed out the one thing most people agree on is that it all starts with energy efficiency. “The largest single source of energy consumption in America today is the heating and cooling of buildings. According to the EPA, a typical home can cause twice the greenhouse gas emissions of the typical car. In short, an energy efficient home may be the greenest thing that anyone can do to make a difference.”
And, in the case of Masco’s program, the company actually provides the homeowner with a limited guarantee on the house’s comfort, and heating and cooling energy used.
Wilkerson noted the addition of the green certification to the EFL program is more than just further vindication the movement is quickly getting entrenched into the mainstream residential market. It can be a boost to those Shaw customers who have made the investment in carrying the mill’s eco-friendly products.
‘This program is specifically focused on new residential construction projects,” he concluded, “so any retailer or distributor who supplies builders could benefit.”
For more, call Masco at 888.912.7233. For more on Shaw, call 706.278.3812.
Unfortunately, with so many residential green standards and rating systems coming online, not to mention having to comply with local building codes, there has been a growing need for professional services to support regional and national home builders wanting to differentiate themselves in this area.
Enter Masco Home Services and its Environments For Living (EFL) Certified Green program, an extension of its original EFL program that was launched in 2001. Under the new program, introduced in 2007, Shaw Industries has become its first flooring sponsor.
Rick Davenport, vice president of building science for Masco, said EFL “helps homebuilders and developers construct homes that are energy efficient, comfortable and durable.”
The program, he added, is “based on the sound principles of building science and is the only national turnkey program of its kind.” To date, more than 150,000 homes have been built to EFL standards.
David Wilkerson, Shaw’s corporate director of sustainability and product stewardship, explained building science is the “process of looking at the house as a system. It is the study of the interaction of the various elements involved in heat flow and moisture flow and their impact on health and safety, durability, comfort and energy efficiency.”
The concept of building science, he added, “grew out of the building failures seen in the 1970s when we experienced our first energy crisis and began insulating buildings in an attempt to conserve energy.” Wilkerson noted the building science behind the Masco program was developed with the help of Building Science Corp. and Advanced Energy, two of the recognized leaders in this field.
Green adds flooring
The original EFL program offered two levels of certification—gold and platinum. The upper level already meets the requirements of the U.S. Environmental Protection Agency (EPA) Energy Star program and the U.S. Department of Energy Building America specifications. The newer Green program adds environmentally beneficial features and benefits, including flooring—in particular carpeting—indoor water efficiency, appliances and lighting.
“Prior to the introduction of the EFL Green level,” Wilkerson said, “the program focused on overall energy efficiency of the home envelope and the HVAC system.” Under the new program, “homes must use flooring products deemed sustainable and durable with a positive impact on IAQ.”
The Green program’s guidelines for carpet currently specify only nylon 6, which falls right into Shaw’s wheelhouse as it is not only the largest producer of this kind of nylon, through its Anso and Zeftron brands, it is also the largest recycler of the product.
Wilkerson said the program recommends carpet styles produced with type 6 nylon because it can be commercially recycled back into new carpet. “It also requires that all carpet be Carpet & Rug Institute (CRI) Green Label Plus certified.”
Masco’s Davenport said while the program is technically product neutral, meaning a builder is free to use any manufacturer whose products meet the program requirements, the company “looks for sponsors such as Shaw that are leaders in their respective area and product category. In Shaw, we saw a company much like Masco Home Services that was committed to the environment and to sustainability in every aspect of its operation.”
This is part of the program’s overall flexibility, he explained, as builders have the flexibility to customize the program to suit their homes, local markets, local climate and individual business needs. “We’re also compatible with other programs and can assist in achieving other certifications,” including local initiatives and national ones such as the National Association of Home Builders’ (NAHB) Model Green Home Building Guidelines or the U.S. Green Building Council’s (USGBC) Leadership in Energy and Environmental Design (LEED) for Homes.
The EFL Green program includes requirements in five of the six primary components of nearly all green building initiatives— energy efficiency, resource/material efficiency, water efficiency, indoor environmental quality and homeowner education. The one area not addressed—because EFL Green is considered a prescriptive program and not a points-based checklist program—is site planning.
“This means builders who choose the Certified Green program,” Davenport explained, “can add site planning and easily meet the requirements of most local green building programs and/or a national program.”
While the EFL program in general has been a success with builders—namely because of its flexibility and comprehensiveness— it is also an attraction to homeowners who are searching for ways to make them and their families more environmentally responsible.
Although there are many definitions of green building, Davenport pointed out the one thing most people agree on is that it all starts with energy efficiency. “The largest single source of energy consumption in America today is the heating and cooling of buildings. According to the EPA, a typical home can cause twice the greenhouse gas emissions of the typical car. In short, an energy efficient home may be the greenest thing that anyone can do to make a difference.”
And, in the case of Masco’s program, the company actually provides the homeowner with a limited guarantee on the house’s comfort, and heating and cooling energy used.
Wilkerson noted the addition of the green certification to the EFL program is more than just further vindication the movement is quickly getting entrenched into the mainstream residential market. It can be a boost to those Shaw customers who have made the investment in carrying the mill’s eco-friendly products.
‘This program is specifically focused on new residential construction projects,” he concluded, “so any retailer or distributor who supplies builders could benefit.”
For more, call Masco at 888.912.7233. For more on Shaw, call 706.278.3812.
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