Duraflame responds to ‘green’ trend with non-petroleum firelogs
Company makes full commitment to bio-wax
-- Casual Living, 10/8/2007 6:39:00 AM
Duraflame firelogs now hitting store shelves have a major new feature – they are petroleum-free. The result is a better performing firelog that produces a more eco-friendly fire.
Duraflame, Inc. of Stockton, Calif. recently launched a full product line of all natural “bio-wax” firelogs to an overwhelmingly positive response from retail buyers. This shift away from petroleum wax makes Duraflame the first supplier in the firelog market to make a full-scale commitment to bio-wax. Three years ago, Duraflame was the first company to introduce a non-petroleum firelog, The All Natural Firelog, which quickly became a strong seller.
“All of our branded firelogs, and even firestarters, are now produced with even more environmentally friendly materials,” said Chris Caron, vice president, brand development. “We are committed to minimizing our products’ environmental impact and coming up with an alternative to the petroleum wax in all our fireplace products was a big step in this direction.”
The new bio-wax product line is available in a variety of sizes and features. The top-selling six-pound Xtra firelog provides a cozy three and a half hour fire. The five-pound version burns up to three hours, and the new three-pound AnyFire firelog burns for two hours. In addition to use in fireplaces, the AnyFire firelog may be burned in outdoor fire pits and chimeneas. Duraflame is also switching to bio-wax in its Firestart and Quickstart wood firelighters. Rounding out the all-natural product line is Duraflame’s Crackleflame firelog, which features an all-natural ingredient that produces a soothing crackling fire sound.
The new, bio-wax formula is derived from a blend of natural waxes made from renewable plant and vegetable materials. Scientists at Duraflame’s research and development facility in Stockton spent the last two years deriving new ways to blend the non-petroleum bio-waxes with wood and agricultural biomass fibers. An added benefit from the new formulations is that the new logs light even faster and burn with taller, more robust flames than the prior petroleum wax formulas the company used. The company has applied for patent protection for its new proprietary product formulas.
Caron adds that the all-natural products are being so well received, some national retailers have stopped carrying other brands and begun stocking Duraflame’s bio-wax firelogs exclusively. “Target, The Home Depot, and Sam’s Clubs have already committed to carry our new all natural products exclusively and we expect to receive an increased retail presence in several leading retailers, like Wal-Mart and others, who are making a larger commitment to merchandising environmentally sustainable products,” Caron said.
Replacing the petroleum wax in Duraflame’s fireplace products will displace an estimated 100 million pounds of petroleum-based fuel annually. The switch will also offset greenhouse emissions equivalent to roughly the amount of carbon dioxide emitted by 62,000 automobiles each year. According to a recent independent study by Omni Environmental Services, the new bio wax firelogs emit significantly fewer green house gases than burning wood or natural gas in fireplaces. In fact, emissions from the new logs are also considered to be carbon neutral, since the product is made from entirely renewable resources.
Duraflame’s reformulation initiative continues the company’s tradition of investing in environmentally friendly technologies. An early claim of the company was that no tree has ever been cut down to make a Duraflame firelog. That still holds true today. Duraflame recycles 50,000 tons of commercial wood waste and agricultural biomass in the production of its firelogs each year. The firelogs are also resource efficient since 80 percent less material is burned during a three to four hour Duraflame fire than with firewood. The company estimates burning its firelogs saves 1.2 million trees each year from use as firewood.
“From an environmental standpoint, burning our new all natural firelogs offers consumers a simple way to reduce their household environmental impact without having to sacrifice the enjoyment of a cozy fire in their fireplace.”
Duraflame is currently working with air districts and environmental organizations to spread the word about its new firelogs. The company will also be promoting its new products this fall with a national TV advertising campaign onHGTV and HGTV.com. Consumers will be able to visit the HGTV Web site and enter to win a free “Hearth-room” makeover sponsored by Duraflame.
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