The bucket and the beat by Michael Fallarino

Down on the Farm with Deb and John:
Raising a Deeper View

I’ve been musing recently that we need a new descriptive paradigm that helps to drive home the point of how important the paints and finishes we’re all involved with actually are to everything that lies beneath them. And of course this is more true for exterior coatings than anywhere else. So the thought came to mind that those finishes are really our first line of defense against all that would break them down and infiltrate the substrate, the structure, and in some cases, even the people just beyond. I guess part of my thinking evolved from noticing how many people with allergies and immune system dysfunctions had moldy, mossy, less-than-optimal exteriors.

So when I started interviewing Debbie Zimmer, who is the director of media relations and communications for Rohm and Hass’s Paint Quality Institute (www.paintquality.com) as well as the editor of its literary mascot (PQI Magazine), I was bowled over when one of the first things she said about the importance of understanding coatings is that we must recognize them as "The first line of defense."

Rohm and Haas is a nearly century-old company (originally German) that is headquartered in Philadelphia, Pennsylvania and is our industry’s largest supplier of acrylic resins. It’s worldwide work force has grown to approximately 20,000 employees. Through the PQI, Debbie addresses all sectors of the industry from paint manufacturers to DIYers, and her responsibilities span the gamut from chemist (which she is) to educator to inspiration-generator.

When they’re not travelling, Debbie, and the North American technical director of the PQI institute, John Stauffer, literally earn their livelihoods down on the farm: their office is a farm house situated on an old, still-active farm in Spring House, Pennsylvania. But you’d never guess what the crop is. It’s acres of paint panels. Or to be exact "exposure panels"; 25,000 of them! You can guess the rest. And this site is just one of many "exposure stations" that Rohm and Haas has around the world where new products are formulated and tested for durability.

John and Deb’s mission is threefold: to help everyone succeed with paints, to act as educators for paint counter personnel, and through education to develop and support new uses of color. Their point is that education, excellent information, and a deeper view will benefit the whole industry. Case in point: where else would find the word "epistemology" mentioned within the first two sentences of a brochure titled What’s in a can of quality paint?

John is also a chemist who came on board with Rohm and Haas 34 years ago after a two-year stint in northeast Africa for the Peace Corps. He launched the Paint Quality Institute in 1989 and since that time has helped to oversee the development of branches in the UK, China, Australia, and South America. Among the marketing and development tools that he has created are pair of attractive fan decks that are printed on heavy, coated stock. The first is a small cram course titled Decorating With Color ($7.95). The other is titled Remedies For Common Paint Problems ($19.95). It’s 24 leaves are dual-sided with one face running through interior problems and the flip side waltzing through exteriors. It’s been a successful item for the PQI and has recently been translated into Chinese. The decks can be purchased directly via www.paintquality.com.

I asked the gregarious Ms. Zimmer a couple of questions about her pet topics.
You stress the use of only a top quality paint. What do you mean by that?

DZ: "By that I mean purchase only the highest quality paint within your manufacturers’ line."

Why are folks afraid to take risks with color?

DZ: "People need to come to grips with the fact that if their risk fails, they can repaint immediately. And secondly, we need to think out of the box. For example we can consider painting only one wall in a room with a vibrant color. But the bottom line is that the upsurge in home improvement magazines is helping people to take these risks."

The website of Rohm and Hass’s Paint Quality Institute contains a wide range of general information and downloadable goodies free for the taking, so all you need to allocate in your holiday budget is the time to drop in. Holiday blessings and good cheer to all. [November/December 2002]

©2002 Michael Fallarino/Pan-Global Gumbo SM, Ltd.