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    CLEANING PRODUCTS: SDA Comes Clean With New Name, Web Site

    The Soap and Detergent Association (SDA) is set to scrub its old name in favor of the American Cleaning Institute (ACI) in June 2010.

    The Soap and Detergent Association (SDA) is set to scrub its old name in favor of the American Cleaning Institute (ACI) in June 2010. Launching along with the new moniker will be a major redesign of the trade organization’s Web site. The impending changes were revealed last month at the group’s 84th Annual Meeting & Industry Convention at the Grande Lakes in Orlando, Fla.

    “Since 1926, SDA has been a leader in demonstrating the safe, proper and beneficial use of cleaning products,” noted 2009 SDA board vice chair Jane Hutterly, EVP of worldwide corporate & environmental affairs at Racine, Wis.-based S.C. Johnson & Son, Inc. “SDA’s transformation to the American Cleaning Institute will make our information easier to access, more consumer-friendly and more relevant in the digital age.”

    The rebranded organization’s tagline, “For Better Living,” encapsulates “what we stand for,” according to Hutterly. “It’s what our products and ingredients are all about, describing how the cleaning products industry contributes positively to society.”

    “Under the ACI banner, the institute will still reflect our organization’s vision: to enhance health and the quality of life through sustainable cleaning products and practices,” added Ernie Rosenberg, president and CEO of Washington-based SDA. “The institute will continue to support the sustainability of the cleaning products industry through research, education, outreach and science-based advocacy.”

    More information about SDA’s transformation to ACI can be found at www.cleaning101.com.

    Representing the $30 billion U.S. cleaning products market, SDA includes among its members formulators of soaps, detergents and general cleaning products used in household, commercial, industrial and institutional settings; companies that supply ingredients and finished packaging for these products; and oleochemical producers.

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