When marketing a product, one expects a bit of hype. The idea is to show that the product is the best over the competitor's line of product. That is the trade of advertisers and the history of marketing. Some tactics used to sell can be humorous or as serious as the competition between manufacturers. Marketing tactics that play on fears of the general public can be a very powerful tool.

In the present day, there's a very popular angle of "green." This is prevalent everywhere in the media. So what happens when you mix a scare tactic under the guise of environmental concern?

Buildclean found the answer to that question. The premise seems of the nonprofit organization seems to be admirable b...

When marketing a product, one expects a bit of hype. The idea is to show that the product is the best over the competitor's line of product. That is the trade of advertisers and the history of marketing. Some tactics used to sell can be humorous or as serious as the competition between manufacturers. Marketing tactics that play on fears of the general public can be a very powerful tool.

In the present day, there's a very popular angle of "green." This is prevalent everywhere in the media. So what happens when you mix a scare tactic under the guise of environmental concern?

Buildclean found the answer to that question. The premise seems of the nonprofit organization seems to be admirable but the fact that the "awareness campaign" that Buildclean is currently using seems to be curiously slanted. In fact, the target seems to be the natural stone industry.

When Sara Selber of BuildClean was asked how she got involved in natural stone and radon, she explained how she was approached by the owner of C&C North America, a company that produces two products – granite and a quartz product called Silestone®™.
"C&C North America then recruited a quartz company called Cambria, after they learned quartz was an issue, she further explained that the two companies hired her to test quartz, granite and other surfaces for radon emission. Both companies are testing their products through BuildClean, and they contracted two labs – one in New York and one in Israel.

We have looked all over the C&C website but cannot find any mention of natural stone.

When ask what granites emit radon, Sara Selber said; "Not all granites emit radon or radiation. There are some that clearly do. There are some that absolutely don't. We don't know," she said.

They're being set up as a non-profit, and they're funded with two large donations.
The first is $250,000 from the makers of 'Silestone.' They manufacture quartz countertops, which is a direct competitor to granite. Silestone finance rec

The first is $250,000 from the makers of 'Silestone.' They manufacture quartz countertops, which is a direct competitor to granite. Silestone finance records show that they started out in April of 1998 with a an initial investment of $410K, made there first million in 1998, sales in 2002 was over $70M, and sales in 2006 was well over $260M. it is not hard to see that they have the money to invest $250,000 in a new advertising campaign.

BuildClean is also getting money from Cambria, another quartz manufacturer.
In fact, Cambria's marketing director is on BuildClean's board of directors.

When asked about the funding Sara responds: I don't believe the issue is who our founders are. And I'm n...

The first is $250,000 from the makers of 'Silestone.' They manufacture quartz countertops, which is a direct competitor to granite. Silestone finance records show that they started out in April of 1998 with a an initial investment of $410K, made there first million in 1998, sales in 2002 was over $70M, and sales in 2006 was well over $260M. it is not hard to see that they have the money to invest $250,000 in a new advertising campaign.

BuildClean is also getting money from Cambria, another quartz manufacturer.
In fact, Cambria's marketing director is on BuildClean's board of directors.

When asked about the funding Sara responds: I don't believe the issue is who our founders are. And I'm not going to have that debate." That answer seems to be clear enough.

In a recent interview Mrs. Selber mentions teaming up with Al Gerhart who has some interest in the granite \radon scare.

I wish I could post all of my resonce but if you wish to read more http://www.nsraweb.com