MIA offers granite/radon information on a global level
Continuing its extensive efforts to educate stone users on the truth about granite and radon, the Marble Institute of America (MIA) recently made presentations at the Marmomacc trade fair in Verona, Italy, and StonExpo/Marmomacc Americas in Las Vegas, NV. The audience at Marmomacc included several members of the international trade press - a key factor considering the need for worldwide support for the MIA´s "Truth About Granite Fund." Meanwhile, the large audience at StonExpo included fabricators, distributors and other trade professionals.
The presentations in Verona and Las Vegas were virtually the same, and they were led by MIA President Jim Hogan, who first gave a history of the granite/radon issue in the U.S. "This has been the third attack over the past 13 years," he said, explaining that the first incident occurred in 1995, when "Solid Surface Magazine" published a largely unscientific report on the matter. However, this matter was generally contained within the industry, with little consumer knowledge of the report. Moreover, the MIA quickly published a scientific bulletin involving Donald Langmuir, PhD, Professor Emeritus of Chemistry and Geochemistry at the Colorado School of Mines and President of Hydrochemical Systems Corp., which provided the industry with technical evidence to refute these claims.
The second attack occurred in 2007 when a company called "Home Safety Systems" raised similar allegations about granite and radon (while also offering to sell radon detection units that consumers could place in their homes). The MIA demanded that this campaign be withdrawn, and the company complied.
The most recent occurrence came this year, when an organization called BuildClean began a campaign that involved radio advertising, speeches and a Web site -- all with the sole purpose of raising fears connecting granite with harmful levels of radon. This campaign led to several news reports and ultimately, an unscientific, yet damaging, article in The New York Times in July of this year. It was revealed that BuildClean was funded by Cosentino/Silestone and Cambria -- manufacturers of quartz surfacing materials. (Cosentino has since severed its ties with BuildClean, and has pledged to make a "sizeable" donation to the "Truth About Granite Fund," according to Hogan.)
Current threats
While the MIA and other organizations have taken several significant steps to offset the negative publicity, there are still several threats that exist. "We have to disprove a negative," Hogan stated. Among the current threats, Hogan noted the following:
• BuildClean´s organizational structure includes a tort attorney, raising the possibility of a class action suit by consumers. (However, the logistics of organizing granite countertop owners as a "class," and the lack of scientific evidence of damages makes the possibility of a class action suit fairly unlikely.)
• The New York Times article was followed by reports on several U.S. networks, and this coverage is transmitted worldwide through YouTube and other means. Hogan pointed out that this isn´t uniquely a problem for American stone suppliers, and with this in mind, international companies have funded the Truth About Granite Campaign.
• If left unaddressed, the fear over granite and radon can, of course, grow beyond kitchen countertops and extend to flooring, cladding and other architectural elements.
Scientific initiatives
Currently, there are several ongoing and recent initiatives being spearheaded by the MIA. These include:
• The development of a Truth About Granite video and brochure, which are available from the MIA to give stone suppliers a scientific, professional means to educate consumers who have questions/concerns on the issue.
• Meetings with organizations such as the U.S. Environmental Protection Agency (EPA), American Association of Radon Scientists and Technologists (AARST) and Conference of Radiation Control Program Directors (CRCPD) to define standards for testing granite for radon and radiation. "The AARST is a science standards organization," Hogan said. "They will establish a testing method that will eliminate junk science. Both the AARST and EPA have been very cooperative with us."
• Conducting "the most comprehensive study ever undertaken" of granite and radon -- measuring both slabs and smaller samples. This will not only examine the most popular granites, but ones said to have elevated levels of radon. Moreover, the studies will assess the risks of these materials. Thus far, over $250,000 has been spent on material testing.
"Truth About Granite" Initiatives
Hogan also discussed some of the practical initiatives being taken by the MIA:
• The MIA has challenged BuildClean´s legal standing as a non-profit a 501(c)(3) not-for-profit organization. "If the challenge is successful, then BuildClean´s status as an impartial source of information is eliminated," Hogan said.
• The MIA has established procedures to provide MIA member´s attorneys legal information and support should they become subject to legal action.
• The MIA has begun to evaluate the warranty/product laws for each state to determine potential liability issues if anyone files a challenge. "Again, a class action suit is not likely," Hogan said. "But you might see some local suits."
• The MIA recently conducted a consumer survey showing preferences towards building materials. The survey of 2,021 U.S. adults was conducted by Harris Interactive, and it asked respondents which countertop surface they would most want in their "dream kitchen." The survey found that at 55%, "granite countertops" was the most popular response, followed distantly by synthetic stone at 12%. The survey was conducted October 7 through 9. When asked how much they agree with the statement "granite countertops increase the resale value of a home," 90% of the surveyed consumers either strongly or somewhat agreed. "After months of inaccurate reporting and questionable research aimed at raising doubts about granite, it is tremendously gratifying to know that consumers continue to feel that granite countertops are as safe as they are beautiful, practical and durable," Hogan said. In fact, 84% of survey respondents either strongly or somewhat agreed with the statement, "Granite countertops are among the most safe, beautiful and durable kitchen counter surfaces on the market today."
• The MIA is constructing a Web site using facts and testimonials regarding the overall safety of granite as a building material.
The near future
Unfortunately, the need for funding is ongoing, and Hogan stresses the need for stone companies to donate to the MIA´s "Truth About Granite Fund." We must be aggressive in defending all accusations, but it cannot be done out of pocket," he said. "There are three areas of cost -- media, science and legal."
In the next few months, the MIA expects to have its testing program completed, along with the development of test protocols.
Hogan also urged international stone companies to share information on a global basis, and to "monitor local propaganda and report to the MIA" if the granite/radon issue is covered in overseas markets.
Overall, Hogan stated that the granite/radon scare is subsiding, but that companies must continue to support this ongoing issue. "It seems like the tide has turned," he said. "FOX recently did a piece called [the granite/radon issue] nonsense, but there is a long road ahead of us."
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