Retail Brochure PDF

“
“Aren’t most
nonstick
coatings
the same?”
“How can I achieve
lower prices and
better margins?”
“Is there a
nonstick that will
do the job
at my price point?”
“Will the coated
cookware on
my selling floor
perform well?”
“Is this nonstick
safe for
food contact?”
How to get answers to important
questions about
private-label cookware and bakeware
The Whitford Retail Marketing Program: a unique
service that provides support from
product concept to selling floor — and all for free
Manufacturers of the world’s largest, most complete line of fluoropolymer coatings
Contact: whitfordww.com/retail

Do you find yourself asking these questions?
• Aren’t most nonstick coatings the
same?
• How can I achieve lower prices and
better margins?
• Is there a nonstick that will do the job at
my price point?
• Will the coated cookware on my selling
floor perform well?
• Is this nonstick safe for food contact?
Test methods developed by Whitford provide new information
that has led to tougher, longer-lasting coatings.
If so, Whitford’s Retail Marketing Program
has the answers to these and many others —
and provides the support you need from product
concept to selling floor. Further, Whitford
does it all for free.
How does the
Retail Marketing Program work?
Whitford’s Retail Marketing Program (RMP)
works actively with retailers on several continents.
We understand what retailers have to
contend with on any given day.
From the number crunching of the current
season to planning the product assortment for
two seasons ahead, the pressure of achieving
the set goals is a formidable task.
Since the RMP began in 2000, the Retail
Marketing team has not only helped countless
retailers of coated housewares products find
the answers to questions about sourcing, regulatory
issues, and coating performance, but
also helped many to overcome common hurdles
such as meeting deadlines, controlling
product quality, and achieving lower prices
and better margins — all with the ultimate
goal of driving sales.
Answers. Tools. Experience.
From concept to the selling floor and beyond,
Whitford has the answers, tools and experience
you need to make sure that nothing
is left to chance when it comes to the quality
and performance of the Whitford coating on
the housewares products you sell.
And, of course, it’s all for free.
The answers
The RMP team has worked with retailers,
importers and manufacturers around the world
in ways that may surprise you. From privatelabel
product development to direct import
programs — even assistance with addressing
your customers’ questions — we can save
you valuable time and prevent problems from
reaching your selling floor. Here’s how:
• We can identify the right coating for your
project. Whether your choice is based on
price and performance, color, or a specification
that requires us to create a new coating,
we make sure that the interior, exterior or decorative
coating you choose is the right fit for
your finished product.
• With 40 years of experience in the housewares
industry, and having worked with hundreds
of vendors around the world, we are
happy to share our sourcing knowledge with
you. Based on country and category, the RMP
team can connect you with sourcing contacts
you can trust.
• Our years of technical expertise can provide
timely support to vendors worldwide.
• Whitford’s wide range of coating products
offers superior quality and is sure to strike the
balance between price and performance that
your project requires.

Is curtain coating (shown) the right application method
for your new product line? Would roller coating be
better? Whitford can help you make the right decision.
The tools
We’ve developed tools that not only share
our knowledge of the industry, but also help
you to control the quality of the products you
put on store shelves.
1. The Quality Cooperative Program (QCP)
provides regular, free testing of your products
with Whitford coatings. Beginning with the initial
evaluation, and for as long as the product
is on your selling floor, we can help ensure
proper application and performance of your
coated housewares products.
2. The Quality Controlled Product seal is
The QCP testing program assures that all Whitford
coatings are applied properly — at no cost to you.
Simply send us samples from each lot for testing.
available for your products with Whitford coatings
as proof to consumers that the products
they purchase have been tested to perform as
expected. To help market these products, we
provide the “Quality Controlled Product” seal
that retailers can use on packaging, with a
legend that reads:
“The nonstick coating on this product has
been tested according to strict standards
established by Whitford Worldwide, its manufacturer.
The quality, performance and durability
of the coating have met the highest standards
of Whitford's QCP and will perform as
designed.”
3. “CoatingWorld” is Whitford’s quarterly
newsletter that is written exclusively for housewares
retailers to provide important, timely, industry-specific
coatings information.
Whether or not you specify Whitford coatings,
you can take advantage of valuable
knowledge and tips for sourcing cookware
and bakeware products at specific price
points. It’s one more way the RMP can help
you save time and money.
4. Worldwide regulatory compliance: We
know that navigating through the complexity
of regulatory compliance issues can be confusing.
Let the RMP team help simplify it for
you. Whitford coatings comply with all applicable
regulations around the world, and we
have appropriate documentation to provide
whenever it is requested.
In addition, we have extensive resources
of information at our fingertips, which we are
happy to share when there is a compliance
issue.
5. Trend and color information: Are you
looking for ways to set your project apart?
Whitford is on top of the latest trends in color
and texture, and our coatings provide unlimited
options when it comes to customization.
From matte to high-gloss finishes to special
effects such as hammertone, etc., the
RMP can help you achieve the unique look
you envision for your next housewares project.

“CoatingWorld” is published quarterly, and comes filled
with important information for retailers who want to
source cookware and bakeware at specific price points.
6. Exclusive website for retail support: Information
and support are always available on
our website at whitfordww.com/retail.
Here’s a sample of what you will find:
• Nonstick product development
checklist
• Basic coating information
• Testing information
• Information on Whitford coatings
• Access to past issues of “CoatingWorld”.
The RMP team can also assist with consumer
inquiries, whether related to use and
care, or to provide safety information about
nonstick-coated housewares products.
The experience
What do our customers say? Those who
have experienced the RMP report:
“Whitford is the only coating company
using a representative who has worked Retail
Product Development. It shows in the response
time to questions that arise in the development
cycle. Whether it is providing the
contact to get the correct formulation for the
product being developed, to information on
use and care, to advising the trade-offs when
pennies count, Whitford provides the answers
quickly. The QCP program ensures that what
we were sold actually performs as it should.”
Product Development/QC Manager.
“I can say without a doubt, no other coating
supplier I have worked with has ever
come close to the education, support and attention
that I have received from you. When
other colleagues in the industry ask about
coatings there is one name I give them —
yours.” Independent Sourcing Agent.
“Whitford continues to be a great development
partner for all our private-label projects.
Their dedication to innovation and solutionproviding
are part of what makes them the
superior coating company we use.” Product
Manager.
Whitford can develop almost any color you might want
in an exterior coating. We also have textured exteriors.
Worldwide team of experts
We offer a worldwide approach to meeting
your needs in today’s marketplace. The members
of Whitford’s Retail Marketing Team are
strategically positioned in Europe, Asia and
the U.S. to tackle sourcing, import, and development
issues with experience and knowledge.
These key locations allow us to provide
you the assistance you need whenever you
need it. Contact us at whitfordww.com/retail.
Whatever your needs, Whitford’s RMP
offers support 24/7. How can we help you?
© Whitford 2010