ACI Builds Its Brand
A year after its transformation into the American Cleaning Institute, ACI executives
tell members that the Institute remains dedicated to getting the job done in
Washington, D.C. and around the world through an effective network of partners.
Tom Branna • Editorial Director
ACI continued to build its brand at the recent 2011 Convention.
AYEAR AFTER ITS TRANSFORMATION from the Soap and Detergent As- sociation to the American Cleaning
Institute, ACI has undertaken a variety of
initiatives to spread the word about the
benefits of its products, its members and
the organization itself. The leaders of the
U.S. laundry and related industries gathered in Orlando, FL in January for the 85th
Annual Meeting of the American Cleaning
Institute. The event attracted nearly 700 attendees—a double digit gain over 2010 attendance figures. During the past year, ACI
membership rose as well, reaching 122
companies, up from 100 a year ago.
In an issues briefing session, ACI board
members reviewed several of the initiatives
the Institute has undertaken during the
past year. In his opening remarks, Ernie
Rosenberg, president, ACI, urged attendees
to get involved with Institute activities.
“We rely on members and their sweat
equity,” he told those in attendance. “We
need your support!”
Shell Chemical’s Robert Chouffot, the
newly elected ACI chair, noted that in a
2010 survey of its members, 89% said ACI is
a good value.
“We are well positioned to work with
the new Congress, but regulations continue,” warned Chouffot. “ACI is the most
effective voice of the cleaning products industry,” and he noted that the ingredient
disclosure program will expand and an ACI
Sustainability report will debut.