GREEN CHEMISTRY

WISE formulas are based on the relatively new discipline of green chemistry, defined below. WISE first introduced a line of biodegradable lubricants formulated to outperform and conserve petroleum, then followed with a line of cleaners and solvents based on a breakthrough, green "colloidal" chemistry.

Definition: Also known as sustainable chemistry or design chemistry, green chemistry is "the design of new products and processes that reduce or eliminate the use and generation of hazardous substances,” says Paul Anastas, one of the field's pioneers.

Why It Matters: These environmentally-friendly chemicals and processes result in reduced waste, eliminate costly "end-of-pipe" treatments, and much more, improving the competitiveness of manufacturers, retailers, and their customers.

Some of the advantages of this approach includes:

• Safer, more responsible to use
• No dyes or fragrances to mask
• Pollution prevention – eliminates toxins, no harmful VOCs
• No contamination or spill problems, no residue
• Easier cleanup, decreased liability and regulatory hassle

Overall, the goal is to assure safety before products go to market. In Europe, there are already laws in place, such as REACH, that require advance registration and assurance of safety, but in the US, such safety comes from following the precautionary principle and volunteer efforts for testing and registration.

Another design principle, resource efficiency, calls for products that require less energy to make, use, store and recycle. WISE colloidal products have the added advantage of being and highly concentrated and effective. Concentrated formulas weigh less and take up less space (less packaging), thus they use less energy for transportation, further reducing greenhouse gas (GHG) emissions.

For retailers and users, less storage space and a smaller shelf footprint also makes handling and storage easier.

Further Reading: Review these twelve principles of Green Chemistry, summarized from the work of Paul Anastas and John Warner:

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