The Journey Begins – Commitment to Indoor Air Quality and Consumer Trust
CERTIFIED EasyCare paint from True Value
True Value’s journey with the asthma & allergy friendly® Certification Program began in 2018, marking a transformative period for the EasyCare paint brand. True Value recognized a growing demand among consumers for healthier products, especially for items used frequently in homes. Understanding that paint quality affects indoor air, True Value committed to meeting stringent standards to ensure that its products contribute positively to healthier indoor environments for all.
True Value’s journey was not just about aligning with health-conscious trends but also about rebuilding consumer trust. EasyCare paint faced challenges before its certification. In 2014, Consumer Reports ranked it “dead last,” a ranking that acted as a wake-up call. True Value knew that consumers, retailers, and even their employees needed confidence in the product. The company decided to pursue independent third-party certification that would resonate with consumers, not only to strengthen the brand’s credibility but to substantiate its dedication to healthier living spaces. The asthma & allergy friendly® Certification, known for its rigorous testing standards, provided the perfect solution.
Upon achieving certification, the response from True Value’s team was overwhelmingly positive. Employees, who once felt uncertain about EasyCare, began to see it as a high-quality choice they could proudly recommend. John Vanderpool, Senior Vice President of True Value Manufacturing, shared that employees celebrated the certification announcement with high-fives, marking a shift from dejection to pride, and he commented:
“We’re building trust with the consumer, we’re gonna build trust with our retailers, and of course our own employees are saying Wow, 4 years ago we were dead last – now look where we are.”
The asthma & allergy friendly® Certification Program’s scientifically validated standards ensure that products meet strict criteria for low VOC emissions, reduced allergenic chemicals, and overall performance. For True Value, this certification embodied the brand’s focus on health, home, and family, helping EasyCare paint emerge as a product consumers could rely on to contribute to healthier indoor air for the whole household.
Again, from John Vanderpool:
“We want to make sure that we are not self-certifying, and this is why we pursued and achieved a third-party certification for emissions and toxicology. Frankly, the asthma & allergy friendly® Certification is a prestigious achievement. It’s important for the younger generation to have these quality products in their homes as they grow up, and, when they get their own homes, they continue to trust EasyCare as their paint of choice.”
Recognition for True Value’s Journey – The ESG and Community Award in 2024
Over the years, True Value’s commitment to healthier products and community welfare has only deepened. This dedication was formally recognized in February 2024 when True Value received the asthma & allergy friendly®Certification Program’s inaugural “ESG and Community Award.” This award honored the company’s integration of environmental, social, and governance (ESG) principles, as well as its contributions to community development and health awareness.
In an industry saturated with claims around health benefits, True Value has distinguished itself by adhering to scientifically validated standards. Many brands make health-related promises without independent backing, but True Value’s approach involves voluntarily submitting its products for rigorous evaluation. This process empowers consumers with reliable choices, providing assurance that their purchase decisions support healthier indoor environments.
True Value’s commitment extends way beyond commercial success; it aims to enrich communities through initiatives like the Painting a Brighter Future program which operates in partnership with True Value retailers, who help identify community projects and schools in need. Since its launch in 2009, this initiative has provided over 68,000 gallons of paint to schools and nonprofits, covering more than 27 million square feet of learning spaces. Each year, the program awards paint grants to youth-focused organizations, such as Boys & Girls Clubs, empowering them to create vibrant, welcoming spaces. True Value’s commitment to community extends even further through partnerships with organizations like Habitat for Humanity. In 2023, EasyCare paint was donated to Habitat’s Carter Work Project, transforming houses into homes for families in need. These programs reflect True Value’s values, ensuring that deserving organizations receive high-quality paint that aligns with health and wellness goals.
McKeon, Steve Terpstra, John Vanderpool, Jenna Riemenschneider (AAFA) with the ESG award
John Vanderpool expressed pride in the team’s achievements, emphasizing how the certification has empowered True Value to provide healthier paint options across thousands of communities:
“I am tremendously proud of the True Value teams who create these award-winning paints and help us bring healthier paint options to families in every community,” said John Vanderpool. “It was an honor to accept this recognition on behalf of our organization and the True Value retailer. Allergy Standards and AAFA do incredible work to ensure safer products, which makes it so special for our paint to receive this award.”
Through the certification process, True Value has also empowered its retailers to educate consumers on creating healthier indoor spaces. More than 2,000 retailers are equipped with knowledge on the benefits of asthma & allergy friendly® CERTIFIED products, enabling them to guide consumers in making informed decisions for their homes. This dedication to community and consumer education demonstrates True Value’s commitment to corporate responsibility and positions the company as a leader in promoting healthier living environments.
Advancing Health Awareness – AAAAI 2024 Participation
In 2024, True Value’s engagement with health-focused initiatives reached new heights at the AAAAI (American Academy of Allergy, Asthma, and Immunology) Annual Meeting in Washington, DC. This gathering of health professionals and industry leaders showcased a holistic approach to managing asthma and allergy triggers, aligning closely with the values of the asthma & allergy friendly® Certification Program and True Value’s mission.
The Healthy Home booth, a key exhibit organized by the Certification Program, illustrated how products like EasyCare paint play a role in creating healthier indoor environments. True Value’s contribution to this exhibit helped emphasize the importance of selecting products that support wellness within the home. The booth highlighted how consumers can take a comprehensive ‘whole home’ approach to managing asthma and allergy triggers, reinforcing the certification as a trusted guide for those prioritizing health in their home environments.
True Value’s EasyCare paint at the AAAAI Healthy Home Booth
True Value’s participation extended beyond merely showcasing products; it was about promoting dialogue with health professionals and reinforcing the brand’s credibility. This event demonstrated True Value’s proactive role in health advocacy, setting an example for other brands to follow. In a market where health claims are frequently made but not always substantiated, True Value’s commitment to certification reflects a deeper dedication to transparency and consumer trust.
Conclusion
Steven Terpstra, Dave Morrissey, Dawn Garrett, Leah McInerney and Rich White
True Value’s journey with the asthma & allergy friendly® Certification Program is a testament to the brand’s values and commitment to creating healthier indoor spaces. What began as a response to a challenging product ranking has evolved into a robust partnership that enhances consumer trust, strengthens community ties, and advances True Value’s ESG goals.
Recently, as part of our Listening Tour, we had the pleasure of meeting with True Value’s team at their corporate office in Chicago. Our discussion highlighted how our partnership is resonating within the home improvement space, especially as consumers increasingly seek healthier options for their homes. With these insights, we look forward to supporting True Value’s continued growth in 2025 and beyond.
For True Value, certification is more than a mark of distinction—it’s a strategic asset that aligns with modern consumer expectations and provides long-term value. By leading with science, transparency, and community impact, True Value has positioned itself as a trusted brand that cares deeply about the environments in which we all live, work, and play.
Further Reading
https://www.allergystandards.com/news_events/brand-promises-healthier-homes-interview-true-value/
https://truevaluecompany.com/true-value-receives-international-award-for-high-quality-paint-line
https://www.allergystandards.com/news_events/true-value-spring-reunion-2019/
https://www.allergystandards.com/news_events/innovating-health-solutions-aaaai-2024-highlights/