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www.paintshow.com.br
14
Outubro 2012
PAINT & PINTURA
motivates us to develop and invest
in new products, so that together
we can grow and improve our per-
formance and customer satisfaction
levels,” he assures.
“We always work in an ethical man-
ner and seek to serve our customers
in a timely and transparent fashion.
We are now investing not only in
training and capacity-building, but
also in knowledge, stimulating inno-
vation processes and the relationships
and synergies between different areas
aiming at a participatory, teamwork-
focused management style, while
ensuring the welfare and satisfaction
of our personnel. Once that is en-
sured, it is extended to our partners,
suppliers, customers and consumers,”
concludes the company’s president.
Sustainability - Alcolina Launches “Green Line”
Sustainability has been the aim of several corporations, caus-
ing their directors to take a more careful look on the bright
side of being environmentally compliant. And so the marketing
strategies of such companies converge with consumer require-
ments for environment-friendly products to establish an ac-
countability circle involving the two ends where the sustain-
ability seal that is currently born by a wide variety of products
determines how their manufacturers are viewed, as well as
how they compare to and, as a result, whether or not they
stand out from the competition.
In Brazil, almost every reference to environmentally friendly
products seems to bring to mind items that are either hand-
made from natural raw materials or, from a wider industrial
viewpoint, produced with emissions control equipment and
industrial effluent and waste treatment systems. However,
little is known to end consumers about what makes a product
actually environment-friendly.
“At Alcolina, a company that has been in the chemical business
for twenty years, we can say that small contributions can lead
to success and help to expand our knowledge of ways to be
sustainable. Actions to celebrate the Environment Day that are
open to the local community and lectures internally provided
to our personnel can not only convey and spread knowledge
of sustainability, but also lead to major investments in the
development of chemicals and solutions that won’t harm the
environment,” says Ailton Ribeiro, Field Manager, Industrial
Division.
The Green Line, for example, which is specifically designed for
paint manufacturers, consists of products formulated with
raw materials from renewable sources that deliver high yield
values. It is not possible to change the world. Keeping the po-
lar ice caps from melting down is beyond reach. Calling a halt
to widening of the theoretical hole in the ozone layer seems
impossible. “Alcolina Química is seeking to change those things
that can be changed, and it is in pursuit of possible change
that we launch our Green Line, which consists of plant- and
water-based defoamers employing high-yield, environmentally
friendly technologies, totally odorless alkalizers in water-
-based formulations featuring high technical compliance and
costs compatible with those of alternative raw materials, and
high-yield plant-based wetting agents,” says Ribeiro.