August, 2009

Green Aisle by Aisle

There are now green alternatives for nearly all product categories. Some are new. Some have always been green. Some even have labels.

By John Wagner

Lots of dealers still think green building is an exotic animal of some kind. Or a Hippy thing. Of course, that’s not true. Today, some dealers (even ones without the gray ponytails) still pull me aside to ask, “What this green thing really about?” My answer: The green building movement largely asks that you offer greener versions of traditional building products. It does not ask that your builder customers radically change their approach to building.

What makes products green (including whole-house “products”) is also straightforward. You start with a high-integrity thermal envelope, something you’ve traditionally sold products for anyway. Then, you add in A) low-toxicity/non-toxic building products, B) sustainably harvested/recyclable materials, and C) high-performance building products. For A and B, getting these products is increasingly easy, as manufacturers and regulations step in to make them more widely available. For C, you’ve got these on your shelves now, and it’s just a matter of educating yourself and your staff to position them for green buyers.

Let’s take six common product categories, and “walk the aisles” to see what’s green about the products you’re offering today, or how you could green-up your offering. Let’s cover (1) adhesives, caulks, and sealants as one product unit. Then move on to, and then review (2) framing lumber/sheet goods/engineered lumber, (3) roofing, (4) insulation, (5) windows, doors, skylights and (6) siding.

1) Adhesives, Caulks, and Sealants

This is an easy one, because the EPA has set standards for allowable levels of VOCs (harmful fumes). Looks of “EPA Compliant” labels, or third-party ratings from agencies like SCS and Greenguard to back up green claims. Most main lines of adhesives, caulks, and sealants offer green alternatives.

2) Framing Lumber/Sheet Goods/Engineered Lumber

The vast majority of lumber you sell is from sustainably harvested forests. But engineered lumber is the most efficient use of fiber. Be mindful of formaldehyde levels in the glue used in engineered lumber and sheet goods. Though formaldehyde is a carcinogen, it can be in a wood product, yet not emit at harmful levels. Always opt for phenolic rather than urea formaldehyde, given a choice.

3) Roofing

Reflective 3-tab or architectural shingles are green when they reflect the sun’s heat, and some products even have an ENERGY STAR rating because of this capability.

4) Insulation

Insulation generally breaks down into SIPS, batts, foams, and loose fills. Let’s just look at batts. You have choices that focus not on the fiberglass—which is inert—but on the binder that holds it together. Some manufacturers loudly broadcast their formaldehyde-free status, but others counter that the formaldehyde in their binder doesn’t emit at harmful levels. And they have lined up third-parties to confirm the claim, like Greenguard, SCS, and now NAHB’s “Green Approved Products” seal of approval. Look for third party certification for any indoor air quality claims.

5) Windows, Doors, Skylights

Seems as though it would be easy to just look for the ENERGY STAR label, but now there is some distinction of elite products even within ENERGY STAR. For a window, door or skylight to be eligible for Federal stimulus money it must have a Ufactor and Solar Heat Gain Coefficient (SHGC) less than or equal to 0.30.

6) Siding

Cement board siding takes a great deal of energy to manufacture, finish, and ship, but once it’s in place, wow, you have a lowmaintenance, durable product that’s very green in a lifecycle analysis. Is wood a greener choice? Perhaps, if it’s sustainably harvested and treated with low- or no-VOC finishes.

With this brief walk “through the aisles,” you may recognize green products that you already sell, or ones that you can source and offer to people who want to “go green” yet are looking to you to help express that as a series of product choices.

The award-winning author of many articles and books, John is a sought-after green trainer and speaker, and the content management for the Certified Green Dealer™ Program. Contact him at John.Wagner@LBMJournal.com, or www.JohnDWagner.com. Follow John on Twitter “1jdwagner”