Amman, 08 January 2014
The International Association for Soaps, Detergents and Maintenance Products (A.I.S.E.) has announced the launch of the Concentrate for the Environment initiative in Jordan in collaboration with the Jordan Environment Society (JES). Concentrate for the Environment is a voluntary industry-led laundry sustainability project that aims to reduce the environmental impact of the production and consumption of laundry powder detergent used in washing machines. The nationwide initiative is open to the participation of all companies that manufacture or supply powder laundry detergents in the local market. Participating companies commit to compacting all heavy-duty powder detergents by a certain percentage, thus decreasing the recommended dosage while maintaining performance quality. For example, companies must reduce a 4 kg powder detergent pack to 3 kg or less of concentrated detergent while ensuring that the new pack washes the same number of laundry loads as the non-concentrated pack.
Concentrate for the Environment will be supported by a major communication campaign that includes TV, press and outdoor advertising which will run from January through March 2014. Participating companies will place the "Concentrated Detergent" logo on their products, clarifying the correct dosage for using concentrated laundry powder. Two of the Kingdom's main market leaders, Henkel and Procter & Gamble (P&G), have already committed to the initiative.
"The Concentrate for the Environment initiative[RQ1] has been successfully implemented in several countries around the globe, including Morocco, Egypt and the GCC where it achieved positive environmental savings in product consumption. By bringing this initiative to Jordan, we hope to instill better household practices in laundry detergent usage and raise public awareness on the environmental benefits of shifting to more compact and concentrated heavy-duty powder detergents," said Dr. Susanne Zaenker, Director General of A.I.S.E. "Through this initiative, we expect major reductions in the environmental load related to laundry washing in terms of chemicals, packaging materials and energy consumption."
In turn, JES Executive Director Ahmad Al-Kofahi stated, "JES is always interested in supporting projects that promote environmental sustainability, which we are confident the Concentrate for the Environment initiative will do. Given the initiative's success in a number of Arab countries, it is inevitable that we would partner with A.I.S.E. to support its efforts in launching the project in Jordan."
Carried out in partnership with environmental institutions and key industry stakeholders, the initiative is managed and supported by A.I.S.E, whose members include national associations and detergent companies that are committed to maintaining high standards of human and environmental safety.
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About the International Association for Soaps, Detergents and Maintenance Products
A.I.S.E. is the official representative body of the soaps, detergents and maintenance products industry in Europe. Its membership totals 35 national associations in 40 countries and also 9 direct member companies, covering about 900 companies ranging from small and medium-sized enterprises to large multinationals active both in the consumer goods market and the industrial & institutional (I&I) domains. A.I.S.E.'s mission is to benefit society by contributing to the sustainable improvement of the quality and comfort of life through hygiene and cleanliness, in a free, competitive and innovative way.
This press release has been distributed by Bidaya Corporate Communications on behalf of International Association for Soaps, Detergents and Maintenance Products (A.I.S.E).
For more information or assistance, please contact us at:
Tel: +962 6 5692008/9
Fax: +962 6 5692007
P.O. Box: 930391, Amman 11193, Jordan
E-mail: media@bidayacorp.com
[RQ1]Technically the initiative that was launched internationally is the Laundry Sustainability Project. Please advise.
© Press Release 2014
