Chief Executive Officer Consolidated Pathways
Customer-centric approach to innovation
The year was 1935 and an American wholesale dealer of shoes wanted a solution to the terrible odour in work shoes that were associated with stinky feet. After some research he came up with a solution which marked the beginning of the Sanitized brand. Based in Midland, Michigan, US, Consolidated Pathways, Inc has over two decades of experience commercialising polymer-based antimicrobials and sustainable surface modification technologies. In a chat with Paulami Chatterjee, Jim Krueger, CEO of Consolidated Pathways, speaks about the company’s business model.
What is the core business area of Consolidated Pathways?
Consolidated Pathways is in a unique position of working with, what we consider, the very best technologies that are capable of empowering consumers to be more sustainable through the products that they purchase. Our core business is to work with brands and retailers to help them provide consumers with products that fulfill their previously unmet desires to be more sustainable. When global sustainability studies like the Cone Social Responsibility study show that 81 per cent of consumers cite the lack of availability of sustainable products as the largest barrier to purchasing more, it is clear to Consolidated Pathways that our mission needs to empower consumers by providing them with products that are not only sustainable in the way they are made, but are capable of providing the consumer with the opportunity to be more sustainable as they use that product throughout its extended useful life.
What kind of products and solutions do you offer to the textile industry with help of your partners?
With Sanitized we offer the standard antimicrobial technologies that are often associated with odour-control, but we also offer unique packages of plant-based antimicrobials and antiodour technologies that are non-biocidal and plant-based technologies in this area as well. Consolidated Pathways also provides unique moisture and temperature management systems that enhance the performance properties of textiles that can be readily incorporated into the Sanitized odour controlling technologies that we provide.
Tell us more about your partnership with Sanitized AG. How is the partnership going to benefit the textiles industry and end-consumers world over?
Sanitized is a very unique company with a long history of antimicrobial performance and innovation. We are excited to be working with such an innovative, customer centric and results oriented company. It’s great that Sanitized and Consolidated Pathways are very like-minded in our approach to understanding consumer desires and translating that information into products and programmes that help our brand and retailer partners use these innovations to meet the recognized needs of the consumer—wherever they reside. We have a global footprint that allows us to be sensitive to local needs because our services are provided, not only at the corporate headquarters of the major retailers, but also at the local level in far flung countries where manufacturing is often located. This global experience provides us with local roots that increase our sensitivity to what consumers and workers are experiencing worldwide. There is a certain responsibility that we are enjoined to because of where we serve, and we recognise and embrace those responsibilities for what they are.?
What kind of marketing and promotional strategy will you employ to commercialise products of Sanitized AG?
The existing Sanitized branding strategy is very mature and so well executed that it really allows Consolidated Pathways to focus on developing strategic partnerships with those brands and retailers that really value the relationships that can be built with consumers by adopting the unique technologies and branding programme that Sanitized offers. We look forward to helping those brands and retailers tap into the 81 per cent of consumers who want to have their personal sustainability enhanced by the products they purchase. That is what Sanitized offers and what Consolidated Pathways is fortunate enough to provide to our partners.
What does the Sanitized seal imply?
The Sanitized seal provides a unique signature telling consumers that this product performs as expected. Because the use of the Sanitized brand is dependent on a product meeting-specific performance expectation, consumers can depend on this performance brand to reflect that the properties they expect from a Sanitized branded product will be present—time after time.
Which are the major brands and retailers who have got empaneled with you for the Sanitized products?
Sanitized is the most experienced antimicrobial company in the world with over 85 years of commercial activity in this industry. Sanitized technologies have been utilised by most major retailers and brands around the world and is the most recognized brand of antimicrobials all over. Since the pandemic, nearly every person in the world has had the word “sanitized” engrained in their mind from both public health officials and from their moms. While it won’t be comprehensive by any means, I would direct readers to The House (sanitized.house) on the Sanitized website to see some of the brands that have given permission for Sanitized to use their name along with the treated products that are creatively displayed in The House. Sanitized also has an agreement with Archroma.?
How is that different from your agreement?
The partnership with Archroma is another area that excites Consolidated Pathways in regard to our work with Sanitized. Archroma is a long-time partner with Sanitized. It is one of the leading textile chemical providers to the textiles industry and their ability to deliver Sanitized performance to their customer mills is highly valued by both Sanitized and Consolidated Pathways. Because Archroma provides a variety of specialty chemicals to the textiles industry, Sanitized decided to bring in Consolidated Pathways to focus on sustainable odour control and expand the reach of Sanitized to a broader segment of the expanding textile marketplace. The Consolidated Pathways agreement is to represent Sanitized to the brands and retailers both as a brand ambassador and technical representative. Our extensive experience in antimicrobial textiles allows us to work with brand and retailers to help develop programmes that match consumer needs and provide Archroma with opportunities to work on odour control projects that they might not otherwise have an opportunity to participate in. This helps expand the Archroma customer base for their other textile finishes as well.
This article was first published in the?June 2021?edition of the print magazine.
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