De Pere, WI –– Lustra™ Professional Car Care Products (division of Cleaning Systems, Inc.) introduced its environmentally friendly Earth Ready™ line of car wash and car care products at the 2008 Car Care World Expo in April. The goal of the program is to encourage car wash operators to take steps within the scope of their wash operations to better protect the environment by using products and programs that are more environmentally conscious.

“The Earth Ready environmental program offers the products, evaluation and marketing tools for car wash operators and distributors to become better advocates for the environment and protect the safety of customers and employees,” said Doug Marquis, Lustra vice president of sales and marketing. Combined with a full line of environmentally friendly Earth Ready products, the program includes marketing tools to communicate the environmental benefits of the program to consumers encouraging them to recognize and make choices toward more earth-friendly car wash solutions.

In addition to the Earth Ready product line, Lustra offers traditional product and marketing programs, including drum recycling, SMART management tools and a reclaim product line to assist washes in regions and communities where water conservation, water runoff and energy conservation influence wash operations on a daily basis.

High-Performance Products Meet Recognized Environmental Criteria
Lustra’s Earth Ready product line standards are compiled from environmental criteria identified by EcoLogoM, EPA’s Design for the Environment (DfE) and European Union (EU) environmental organizations. These products are non-toxic, friendly to the ozone layer and free from aromatic solvents, NPE, HF/ABF and other harmful substances. This full line of products includes presoaks and detergents, foaming polishes and conditioners, sealants and drying agents, wheel and tire cleaners, specialty and detailing products.

Lustra’s industry-recognized chemical scientists continue to research and test new bio-surfactants and raw materials that meet or exceed their high-performance cleaning standards while providing the environmental and safety benefits of the Earth Ready program. Lustra is a leader in the development of earth friendly products, not only in North America, but world-wide as well, where environmental regulations and compliance consequences often times exceed that of the United States.

Innovative and Effective Consumer Marketing
“A cornerstone to car wash success and profitability is effective use of high-performance marketing to educate and motivate the car wash consumer,” according to Jim Wurm, CSI corporate marketing director. “Consumers who recognize the importance of caring for their environment are more inclined to make purchase decisions based on environmental or personal safety benefits.” Lustra provides a full-line of marketing and advertising tools, training and support through its professional marketing program. These tools include car wash signage, brochures, consumer promotional and educational materials, personalized business, loyalty, charity and gift cards.
These support tools and marketing expertise, coupled with a network of experienced local distribution partners, help car wash operators promote their use of Earth Ready products and develop successful marketing and advertising campaigns to attract wash customers and guide them toward more friendly environmental choices.

Lustra’s distribution partners are prepared to be local resources for operators, helping to strengthen community relationships and provide industry expertise and assistance with regional and local environmental regulations, such as water restrictions, drought and water runoff. “Quick access to product supplies, on-time delivery and marketing assistance allow car wash operators to focus on implementing campaigns and programs necessary to build strong, sustainable consumer satisfaction growth without the concern of long-distance support and availability delays,” Wurm said. New marketing signs are also available to promote other environmental initiatives, such as recycling and waste management, professional car wash use, water reuse and charity wash programs, to increase wash traffic and provide sustainable profit growth. Lustra’s shared marketing program offers low-cost materials and the DeSign and ExPress Shop online production programs offer immediate access and delivery of personalized and custom designs, marketing and advertising materials to reach and attract the car wash customer.

Our Commitment
“For over a decade CSI and its Lustra division have been committed to using innovative technology to develop products that are safe for our customers, the car wash consumer and the environment we all live in,” stated Dave Krause, president and CEO. “Almost twenty years ago we developed the first complete line of products designed for use in reclaim systems. In the past five years we designed a complete list of products that meet the environmental requirements of the European Union (EU) for overseas use.” In 2001, CSI became an ISO 9001 Registered Company and also certified a product line as eco-friendly under EcoLogoM, an environmental certification organization accredited by the Global Ecolabeling Network (GEN) and the ISO 14024 environmental quality program. CSI has long been recognized as an industry steward and outspoken advocate for the elimination of hydrofluoric acid (HF) and ammonium bifluoride (ABF) as raw materials in the car wash industry.

In addition, CSI has always offered a no-cost, drum recycling program for its car wash customers. To monitor and track the efficient use of chemicals and proper maintenance of the car wash process at wash locations across the US, CSI developed the online SMART system over seven years ago. This system was recently expanded to include Lustra’s eVALUEation program of car wash operations, including environmental programs and awareness, to improve overall consumer satisfaction at the wash. EVALUEations are conducted semi-annually by a Lustra distributor partner or authorized sales personnel.

“Today, through the introduction of the Earth Ready program, we take the next step in a long history of commitment to quality and safety for our distributors, car wash operators and the car wash consumer,” Marquis said. "More to follow.”

For more information, or to purchase Earth Ready products, call 1-800-225-2231 or visit www.LustraBear.com for a list of distributor partners in your community.

About Cleaning Systems, Inc.
Founded in 1976, Cleaning Systems, Inc. is an ISO 9001 registered manufacturer of premier cleaning and protection products for the transportation industry. CSI’s line of Lustra™ Professional Car Care Products is environmentally friendly and designed to deliver a superior car wash experience.