Genuine Stone Branding Campaign Up And Running
When it comes to natural stone countertops, there has been some confusion in the marketplace for consumers over the last several years. Many engineered stone companies promote their products as “natural quartz”, when in reality they are composed of approximately 83% quartz by volume, and held together by a resin, (plastic). Some consumers are confused by the “natural” terminology, and in turn this causes confusion when trying to sell natural granite countertops that are actually quarried from the earth.
In an effort to brand natural stone countertops as “real” stone, the Natural Stone Council, has established a branding campaign. According to the MIA, Marble Institute of America, “The primary mission of the Natural Stone Council is to increase the understanding of preference for, and consumption of stone sold under the Genuine Stone® brand.” The Natural Stone Council recently developed a Genuine Stone® logo for fabricators and others in the industry to use. Using the logo will help consumers identify what is real, or “genuine” stone.
Paramount Granite Company is proud to be adding the Genuine Stone® brand logo for future advertising and promotions, and feel it will benefit the entire stone industry, as well as help educate the consumer.
Thanks for reading!
Barb
Posted in Company, Granite, Industry News on April 2nd, 2008 by Barb | |
on April 2nd, 2008 at 2:16 pm
Barb:
I’ve been in the engineered stone industry for 8 years now and I’m surprised with granite fabricators’ opinions on granite versus engineered stones. I’m irritated when you write “plastic” instead of resin. Review the definition of Resin below and tell me where it says Resin is also known as plastic? It states that resin is used in the making of varnishes and plastics; not what you are implying.
–noun
1. any of a class of nonvolatile, solid or semisolid organic substances, as copal or mastic, that consist of amorphous mixtures of carboxylic acids and are obtained directly from certain plants as exudations or prepared by polymerization of simple molecules: used in medicine and in the making of varnishes and plastics.
2. a substance of this type obtained from certain pines; rosin.
Your thoughts on this matter would be appreciated. Feel free to email me at howardhampton@hotmail.com
[Reply]
on April 3rd, 2008 at 10:05 am
Howard:
I apologize that you do not like what I have written, I do however, appreciate your comments. My argument with you is very simple. You have provided the definition. If you read it repeatedly, you will realize that the resin used in engineered stone is not medicine, and it is certainly not varnish. Therefore by the definition you supplied, it is used to make plastic. Obviously this plastic is required to hold the quartz crystals together. So in essence it appears that your definition supports my statement that engineered stone is composed of quartz and resin (plastic).
Again I thank you for your time, and argument.
Respectfully,
Barb
[Reply]
on April 3rd, 2008 at 10:24 am
Resin is not plastic due to the polymerization of granite crystals. Please do your research.
[Reply]
on April 3rd, 2008 at 1:29 pm
I wonder how Genuine Stone(r)will help with this clarification? It seems it is easy enough to just call it Granite. Genuine Stone kind of sounds like a Quartz item - like TechniStone and others.
[Reply]
on April 3rd, 2008 at 2:08 pm
What?
[Reply]
on April 3rd, 2008 at 3:12 pm
Howard:
Again I appreciate your comments. It appears that you certainly have a passion for your product - I commend you for that!
Here at PGC we sell Caesarstone, and we inform our customers of what it is composed of, and the differences between engineered stone and granite. Very few, but some still prefer engineered stone.
Thanx again for reading, and best wishes to you and your company.”
[Reply]
on April 3rd, 2008 at 3:32 pm
Hello fellow bloggers and stoners.
I have to say Genuine stone is the only way to go.
Thank You
May you have a pleasent day
Ray.
[Reply]
on April 3rd, 2008 at 3:42 pm
Michael:
You are right, granite is granite. The Genuine Stone logo is like a trademark for granite to show that it is the real deal.
Thanks for your comments!
Barb
[Reply]
on April 3rd, 2008 at 3:45 pm
Ray:
Thanks for your comments. I couldn’t agree more.
Thanks!
Barb
[Reply]