Trine Finnevolden, General Manager, Jotun Paints
Jotun Paints, one of the world’s leading producers and distributors of paints and coatings, is looking to throw the spotlight on the important role that ‘Building Sustainable’ processes play in the move towards achieving total sustainable development at 'Future Cities 2012,' a premier forum focused on urban planning and development. The leading paint manufacturer will be the Silver Sponsor of the event, which is scheduled to run from October 2, 2012 to October 4, 2012 at the Dubai International Convention and Exhibition Centre (DICEC). During the conference, Jotun will be highlighting how it has successfully utilized cutting-edge technologies to create and develop the most innovative products and services that greatly help in the campaign to achieve sustainable development.
‘Future Cities 2012’ is jointly organized by Dubai Municipality and the Environmental Centre for Arab Towns (ECAT) and is also being mounted in collaboration with Informa Exhibitions, organizers of the ‘Cityscape Global’ conferences. The event brings together the most innovative and influential leaders who are shaping the future of their cities across the globe with cutting-edge technologies and the most innovative products and services available in sustainable development. Trine Finnevolden, General Manager, Jotun Paints, will be one of the featured speakers during the event, where she will be talking on the topic, ‘Paints and Building Sustainability in the Middle East.’
“Participating at ‘Future Cities 2012’ will give us the opportunity to share the importance of ‘Building Sustainability’ processes across key companies in the Middle East region. Our presence in this exciting two day conference complements our continuing move to help our customers and government entities in overcoming urban development challenges,” said Finnevolden. “Dubai, which is one of the world's fastest growing cities, is a fine example that shows how people today widely prefer to reside within an urban city environment. This makes it more important for city planners, developers and local authorities to be up to speed in how their city can be developed sustainably. The conference will give us the chance to touch base with companies involved in urban development and construction while also promoting the ’Jotun GreenSteps’ initiative."
Over the years, Jotun has developed and implemented strategic efforts to drive in more environmental efficiency and promote sustainable growth. This includes the ’Jotun GreenSteps’ initiative and the creation of highly sustainable products like ‘Jotashield Extreme’ and ‘Fenomastic Hygiene.’ ‘Jotun GreenSteps’ is a five-point goal program that leaves consumers with the security and confidence that Jotun products are better formulated and conformed to world class green building standards. The five ‘Jotun GreenSteps’ include the move to reduce energy consumption; reduce carbon footprint; reduce waste; reduce the use of solvent or Volatile Organic Content (VOC) and reduce the use of hazardous materials.
Meanwhile, the ‘Jotashield Extreme’ is a superior exterior paint that provides thermal indoor comfort and a longer-lasting finish with superior exterior protection at a competitive price. 'Jotashield Extreme' provides protection against ultraviolet and near infra-red heat, thus significantly reducing indoor and surface temperatures and consequently driving down energy consumption. This unique new exterior paint also exceeds GS-11 coatings standards, and can perform effectively for 10 years. Also, 'Fenomastic Hygiene' is a superior quality paint that offers resistance against bacteria and fungi growing on highly humid and wet areas like kitchens, bathrooms and hospitals.
“We hope to enlighten participants with our presentation, which will focus on how we have succeeded in implementing ‘Jotun GreenSteps.’ This initiative has underscored our commitment towards sustainability while at the same time set an example for other companies in the Middle East and leaders of the future to follow—encouraging them to take action by making the transition to sustainable production or business processes to happen,” concluded Finnevolden.