Though it has transformed itself in recent years to compensate for consolidation in the jan-san supply and distribution industry, ISSA, which now bills itself as the cleaning industry association, is “still alive and well,” executive director John Garfinkel told attendees of the ISSA/Interclean North America 2009 trade show held in October.

Though much of the trade show industry has seen declines of 30 to 40 percent, “we have had a very good show,” he said, crediting the 86 new, first-time exhibitors who have joined another 500 or so other companies and organizations that exhibited this year.

Garfinkel said attendance this year was down a little over last year, though not extraordinarily so, thanks in part to the one in three attendees who were attending the show for the first time. A total of 14,248 show participants were registered.

The number of distributor companies attending was up slightly, he said, though the number of people they’ve brought was down. They’re quality attendees, though, said Garfinkel.

“The people who do the buying are the people who are here,” he said. Adding that the exhibitors are the ultimate judges of the success of the trade show.

In a morning address, Garfinkel took time to recognize the 73 exhibitors who are in the Star 40 Club, those companies who have been members and exhibitors for at least 40 years.

The most senior members of the association have been exhibiting for 64 years, he said. They are Nilfisk Advance, Bobrick Washing Equipment, Minuteman, American Specialties, Fuller Brush, Geerpres, Hospeco (which is celebrating its 90th anniversary of being in business) Palmer Fixture and 3M.

Twenty more companies have been exhibiting with ISSA for 60 years, 19 for 50 years and 17 more have been exhibiting members for 40 years.

To help support his exhibitors, Garfinkel concluded his recognition speech by exhorting the attendees to “buy something” while walking the trade show floor.

Johnson Name Dropped from Diversey

Now a global company doing more than floor care, JohnsonDiversey is changing its name and accepting an equity investment of $477 million as part of a $2.6 billion recapitalization plan.

The company’s new name will be simplified to “Diversey, Inc.” The investment is being made by Dubilier & Rice, Inc., an equity investment firm from New York City.

The deal leaves the Johnson Family of Racine, Wis. with 50 percent ownership and still in control of the company, and is part of a $1.9 billion debt financing package. S. Curtis Johnson will remain Chairman, and Dubilier & Rice, Inc. Operating Partner James G. Berges will serve as Chairman of the Executive Committee of the Board of Directors.

The company said its new corporate identity reflects elements of the strong global brand equity in the name and also retains the depiction of a water lily in its logo, a reflection of the Johnson Family heritage of environmental care.

“We’re doing more than floor care. We’re a global company, and the Diversey name has substantial equity in Europe,” said Mark Goldman, director of Global External Communications for JohnsonDiversey. He said the recapitalization helps the company to refinance under more favorable terms.

“Our new identity will both acknowledge our rich heritage and offer a compelling view of the enduring benefits that our products and services provide,” said Curt Johnson. “Our people are inspired by the difference we make in people’s lives.”

Goldman said that the company sees “tremendous opportunity in North America, and that it is strengthening its North America product portfolio.”

Unilever also retains a 4 percent ownership interest in the company.

JohnsonDiversey has been one-third owned by Unilever NV since its acquisition of DiverseyLever in 2002. As part of the 2002 acquisition, JohnsonDiversey agreed to purchase all or part of Unilever’s ownership at a future date.

SCA Forms Green Hygiene Council

SCA’s Tork brand announced at ISSA/Interclean 2009 that the company has formed a Green Hygiene Council of four experts who will provide perspective and advice on how to create sustainable and healthy environments at work and home.

The TGHC will consist of two green building/sustainability experts—David Gottfried, founder of the United States Green Building Council and CEO of Regenerative Ventures, Inc.; and Joshua Radoff, cofounder and principal of YRG sustainability consultants. The other two members—Dr.Allison Aiello, assistant professor of epidemiology, University of Michigan; and Donna Duberg, assistant professor of clinical laboratory science, Saint Louis University— are both experts on hygiene and epidemiology.

“The TGHC showcases Tork’s ongoing commitment to providing green and hygienic public washroom solutions for businesses and their customers,” said Cindy Stilp, director of marketing and communications at SCA Tissue North America. “As the world’s greenest paper company, we’re constantly striving to bring hygiene and sustainability to the forefront to keep people and the planet healthy.”

 “I am excited to join Tork in educating our society on building sustainable lifestyles,” said Gottfried, who also created and incubated the World Green Building Council, a global leader in climate change reduction initiatives. “Tork has long been recognized for its holistic environmental and hygienic approach, and I support that mission to make the world a healthier, cleaner place to live.”

“With increased concern over the spread of viruses in the past two years, it is crucial for the general public and workers to understand and implement complete hygiene practices,” said Dr. Aiello. “The TGHC is a perfect forum to increase awareness of these methods and highlight important issues, such as hand sanitation.”

Kimberly Clark Commits to Sustainable Forestry

With the theme of “Reduce Today, Respect Tomorrow,” Kimberly-Clark Professional has committed to a $20,000 donation to support sustainable forest management in Canada’s Boreal Forest in the name of the distributor and end user who purchases the most KCP Forest Stewardship Council certified products in the next year.

Kimberly-Clark Professional is launching the awards program to encourage the purchase of these products, which are produced with wood fiber that comes from well-managed FSC-certified forests or from post-consumer recycled fiber. One $10,000 award will be made in honor of each winner for a total donation of $20,000.

“The FSC label provides a credible link between responsible production and consumption of forest products,” said Kevin McVeigh, associate marketing director, sustainability. “This enables consumers and businesses to make purchasing decisions that benefit people and the environment.”

Mastercraft Aligns With Swiss Cleanfix

Mastercraft, a Newburgh, NY manufacturer of professional floorcare products, announced at the show that it will be the exclusive provider of Swiss Cleanfix branded machines in the U.S., Canada and Mexico.

Expanding upon a nearly 20-year relationship, Mastercraft will offer Cleanfix’s precision, innovative machines under the Mastercraft powered by Cleanfix brand to North American distributors, national accounts, building service contractors (BSCs) and commercial end users.

“We have been providing innovative floorcare solutions to the industry for more than 60 years,” said Jay Goldberg, CEO, Mastercraft. “Cleanfix is one of the largest and most well respected floorcare brands in Europe. Together, we are bringing something truly unique to the North American floorcare market in terms of innovation, durability and performance. We are excited to be the exclusive provider of the Cleanfix brand in North America and anticipate strong demand.”

Mastercraft powered by Cleanfix products offered in North America include dry and backpack vacuums, push sweepers, battery and oscillating floor machines, single- disc floor machines, carpet cleaning machines, steam vacuums and hard floor scrubbers. Additionally, the product line will be supported by USA-CLEAN, a certified network of floorcare machine specialists with technicians in all 50 states and Canada. This ensures consistent, high quality support for Mastercraft powered by Cleanfix customers throughout North America.

Key Mastercraft powered by Cleanfix innovations include the ROBO 40, a new cleaning robot that can clean up to 12,900 square feet without human input, and the RA320B, a compact battery powered mini scrubber.