Winning Brands Is a Smart Choice for Dry Cleaners -- Again
February 20 2009 - 10:27AM
Marketwired
Winning Brands Corporation (PINKSHEETS: WNBD) (FRANKFURT: WMU)
(www.WinningBrands.ca) reports that its Solvent Free Solutions Team
has completed another site conversion and installation of the
SMART(TM) Wet Cleaning alternative to conventional dry cleaning.
With today's announcement that Stop and Clean Dry Cleaners of
Hamilton, Ontario has re-launched as a solvent-free operation,
North America's dry cleaning industry may be reaching a
technological tipping point. The successful conversion of an
operation so "typical" to the industry as Stop and Clean symbolizes
that a brighter future for this industry may be possible.
Environment advocates and governments in North America have
expressed growing concern about the effect of conventional dry
cleaning solvents in their communities -- and those governments are
introducing strict control regimes.
The SMART Wet Cleaning System has been best known for its highly
successful conversion of a fleet of cruise ships to solvent free
dry cleaning on-board; a setting where water quality is a top
priority. Regulators and others are noticing that the SMART Wet
Cleaning System may be passing beyond any reasonable doubt of it
being a totally viable alternative to the conventional dry cleaning
process used for decades -- but without its controversies.
"There are still thousands of old fashioned dry cleaning
operations everywhere," says Solvent Free Solutions Team Leader
George Loney, a veteran in the field for years. "It's obvious how
much the typical traditional dry cleaner can benefit financially
from today's new focus on the environment." Loney points out that
the dry cleaning plant conversion in this case has several
characteristics which make it a useful model because it is so
recognizable as the "local dry cleaner" familiar to us all. "You've
got to give such early adopters credit for being real leaders in
their community. For example, Salim Lawji, the owner of Stop and
Clean, deserves recognition. He's ahead of the curve. This type of
new environmental initiative is exactly what is being talked about
on the news right now -- the environment as an opportunity for
people, rather than as a problem. This is the practical example --
this is what policy makers should be studying," Loney
emphasizes.
Why is there such enthusiasm by Loney for the completion of the
most recent installation? It may be the startling statistics for
reduced operating costs and improved eco-responsibility. The
wastewater is now so much safer that it can be considered ordinary
grey water for municipal recycling. Stop and Clean's consumption of
electricity and gas used in equipment operation will decline on a
pound-for-pound basis, as well as delivering financial and
ecological benefits. The shop's capacity will double from
approximately 35 lbs per hour to approximately 70 lbs per hour, yet
the physical footprint of the equipment is smaller. The removal of
dry cleaning solvents from the operation of Stop and Clean Dry
Cleaning bodes well for its future -- a decision that could give a
new lease on life to dry cleaners everywhere affected by suddenly
stringent controls on the use of traditional solvents.
Loney was himself a dry cleaner using Perchloroethylene before
discovering the advanced cleaning solutions manufactured by Winning
Brands. It was with Loney's help that three key elements were
combined to deliver the world's first verifiable and consistently
satisfying professional wet cleaning alternative to solvent-based
dry cleaning for all garments normally brought to the dry cleaner.
This includes the best suits, ties, dresses, evening gowns and
other garments considered "Dry Clean Only." That term is now
technically obsolete, the newer concept being "Professional
Cleaning Only."
Collaboration between Winning Brands' earlier operational unit,
The Soap Factory, and Loney resulted in the SMART Wet Cleaning
System. It combines advanced cleaning agents from Winning Brands
(that replace the Perc) with appropriate washing, drying and
finishing equipment. The result is a breakthrough for dry cleaners
that permits any garments that would ordinarily be considered "Dry
Clean Only" to be cleaned with plain water and the SMART Wet
Cleaning solutions. Until recently, 100% substitutability with
professional wet cleaning was considered impossible. Yet, in the
case of Stop and Clean Dry Cleaners and others who convert their
operation to this system, it is no longer necessary to hire
licensed Hazardous Waste Removers to dispose of sludge, or to
obtain certification from government that dry cleaning staff has
been trained in the safe handling of what would otherwise be
considered a hazardous solvent. The finished garments are as good,
or better, than if dry-cleaned conventionally.
The little known paradox of conventional dry cleaning is that
although dry cleaning itself uses no water, most dry cleaning
equipment currently in use consumes a vast quantity of water for
cooling purposes. Loney's own dry cleaning operation went from
using 180,000 gallons per month down to 40,000 gallons per month
after conversion. Loney puts it this way -- "The public has no
idea. With some old fashioned operations, it's basically like
having a 1/2 inch water pipe flowing with the tap turned completely
on continuously during operating hours."
The concept of professional wet cleaning is known in the dry
cleaning industry but has been misunderstood as to its capabilities
because not all "systems" are alike. As a result, even to this day,
major North American media outlets make the same basic mistake in
their stories and profiles of obtaining comments about the
viability of professional wet cleaning from the people who know it
the least -- unconverted dry cleaners or those with systems that
deliver less than 100% substitutability. The perpetuation of this
misinformation has left the dry cleaning industry confused and
demoralized as to whom to believe.
"That's the easy part," says Eric Lehner, CEO of Winning Brands
Corporation, the company which manufactures the replacement
cleaning agents. He invites North American media to finally put
their misconceptions to rest. "Bring us your 'Dry Clean Only'
garments and we will clean them with water in the SMART Wet
Cleaning System. We will provide you with the addresses of
authorized locations that are properly trained, and you can see for
yourself. Then, finally and at last, North Americans can see that
professional wet cleaning has evolved to a state of competence that
is not currently conveyed in news stories. The public and the
industry deserve better information. It's not a conspiracy -- they
just didn't know," says Lehner of the missed opportunity for media
to be up-to-date on this issue.
Lehner credits George Loney and his colleagues in the Solvent
Free Solutions Team for their leadership and accomplishments. "It
takes the hands-on approach of people like Bob, George, Jim, Marty,
Mike, Alex and others too numerous to honour properly -- they
really deliver the goods. They've faced industry skeptics down in
technical arm-wrestling that ultimately exhausts the other side.
But there is no remaining dispute possible when the evidence stares
you in the face in the form of finished garments," says Lehner,
adding, "...some skeptics just never stop trying -- they are simply
beyond help."
Winning Brands Corporation developed and manufactures SMART(TM)
Wet Cleaning solutions. Winning Brands' production unit has
recently qualified for listing with the U.S. Government Central
Contractor Registration service and now holds a spot in the U.S.
Army & Air Force Exchange Service system. Its products are
suitable for use by individual consumers, industry or government.
Winning Brands' mission is to replace hazardous chemicals in
widespread use with safer alternatives. SMART(TM) Wet Cleaning
products are distributed by Solvent Free Solutions, Inc. Winning
Brands also manufactures other emerging alternative cleaners such
as Winning Colours Stain Remover, CLEAN1, and KIND Laundry
Products.
Certain statements in this news release that are not historical
facts are "forward-looking statements" within the meaning of the
Private Securities Litigation Reform Act of 1995. Such statements
may be identified by the use of words such as "anticipate,"
"believe," "expect," "future," "may," "will," "would," "should,"
"plan," "projected," "intend," and similar expressions. Such
forward-looking statements involve known and unknown risks,
uncertainties and other factors that may cause the actual results,
performance or achievements of Winning Brands Corporation (the
Company) to be materially different from those expressed or implied
by such forward-looking statements. The Company's future operating
results are dependent upon many factors, including but not limited
to the Company's ability to: (i) obtain sufficient capital or a
strategic business arrangement to fund its expansion plans; (ii)
build the management and human resources and infrastructure
necessary to support the growth of its business; and (iii)
competitive factors and developments beyond the Company's control.
SMART(TM) Wet Cleaning Solutions is trademark of Solvent Free
Solutions Inc. Winning Colours, Winning Colors, CLEAN1 and KIND are
trademarks of Niagara Mist Marketing Ltd.
Information: Winning Brands Corporation Office Direct (705)
737-4062 11 Victoria Street, Suite 220A Barrie, Ontario, Canada L4N
6T3 News@WinningBrands.ca Solvent Free Solutions Inc. 41 Amelia
Crescent Belwood, Ontario, Canada N0B 1J0 Toll Free: 1-866-300-8042
Phone: 1-519-787-7416 info@solventfree.ca
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