Allison Elliott (212) 697-2600
October 11, 2010

HOUSTON, TEXAS. (Oct. 11, 2010) - "Seeing through the green lens lowers cost, is a tremendous driver of innovation and is a core way out of our economic mess," said Andrew Winston, author of Green Recovery , co-author of Green to Gold , and keynote speaker at the opening session of the Center for the Polyurethanes Industry (CPI) 2010 Technical Conference , at the George R. Brown Convention Center in Houston, Texas.

Winston, noted green expert and founder of Winston Eco-Strategies, explained the business logic behind going green and provided a context for the green wave he sees sweeping industry. "This is about what's profitable for business," said Winston, "as well as good for society." Challenging the mindset that sees sustainability as too costly or time-consuming, Winston gave examples of several well-known brands whose investment in sustainable solutions has helped them to maintain leadership and reduce costs, even in a tough economy. Winston emphasized the need for companies to understand their footprints up and down the value chain and to explain them to customers. "Green can be a tie-breaker or a deal breaker, when a customer is making a choice about a product or service," said Winston.

Opening ceremonies began with a welcome from Steve Russell , Vice President of the American Chemistry Council's Plastics Division . Russell welcomed attendees to the annual conference, which is held in conjunction with the UTECH North America Expo this year. Russell congratulated CPI on the year's significant achievements and welcomed new members to CPI , noting that the strong turnout at this year's conference and expo is a good sign for the industry.

The three finalists for the Innovation Award were announced: BASF, King Industries and Nanotech Industries. The winner will be announced at the Conference's closing session on Wednesday.

This year's event includes 16 technical sessions with more than 70 presentations, poster presentations, and the popular professional development program. More than 700 polyurethane experts and leaders from around the world are expected to attend the three-day event.

Learn more about CPI and polyurethanes .

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