In a recent episode of the True Value podcast, Leah McInerney of the Asthma & Allergy Friendly® Certification Program joined True Value’s Dan Reed and Sean Henson to discuss the business rationale behind certifying paint products.
Why Certification Matters in a Crowded Paint Market
The paint aisle is saturated with claims—low-VOC, eco-friendly, green—but many of these labels lack independent verification or scientific rigor. For retailers and manufacturers, this presents both a challenge and an opportunity.
By certifying its EasyCare® Ultra Premium paint line with the Asthma & Allergy Friendly® Certification Program, True Value was able to offer more than just another paint option. It offered credibility and trust—third-party validation that its product meets rigorous standards for indoor air quality, particularly for people with asthma and allergies.
This is not just about checking an ESG box. It’s about aligning product development with real consumer health needs and leveraging independent certification as a business asset.
The Science Behind the Standard
Allergy Standards Ltd, in partnership with the Asthma and Allergy Foundation of America (AAFA), developed the Asthma & Allergy Friendly® Certification Program to fill a gap in the market: the absence of clear, health-focused criteria for everyday consumer products.
Paint plays a significant role in indoor air quality (IAQ), often emitting VOCs, allergens, and other irritants. Our Certification evaluates:
- VOC emissions over time—including formaldehyde and acetaldehyde—measured at 0, 24, and 336 hours
- Sensitizing and allergenic ingredients within formulations
- Performance metrics such as drying time, scrubbability, and cleanability
This comprehensive approach ensures that Certified paints not only reduce potential triggers for people impacted by asthma and allergies but also deliver on durability and application expectations.
For manufacturers and retailers, this testing provides a science-backed roadmap for innovation and compliance—essential in a regulatory landscape increasingly focused on consumer health and environmental impact.
True Value’s Strategic Shift: Certification as a Catalyst
As Leah explains in the True Value Podcast, True Value’s journey toward certification began in 2018, at a time when its EasyCare® paint brand needed more than just a product refresh. A disappointing ranking from Consumer Reports in 2014 had eroded consumer confidence. The brand needed to rebuild trust—not just with new formulations, but with independent validation that its products could support healthier living environments.
Certification from the Asthma & Allergy Friendly® program was a turning point.
According to True Value, the Certification played a key role in regaining market share, strengthening retailer training programs, and providing in-store teams with a clear health-focused story that resonates with today’s values-driven consumers.
Empowering Retailers with Credible Differentiation
One of the podcast’s key themes was how the certification empowers retail associates. With many customers walking into stores asking for “healthier paint” but unsure how to evaluate options, the Certification provides a clear, science-backed answer.
True Value’s training teams use the Certification as a tool to educate staff, aligning messaging across product development, marketing, and frontline sales. In doing so, they ensure consistency, build consumer confidence, and turn health-conscious shoppers into loyal brand advocates.
Certification and ESG: From Claims to Action
In February 2024, True Value received the inaugural ESG and Community Award from the Asthma & Allergy Friendly® Certification Program. The award recognized the company’s leadership in aligning product development with environmental and community values.
Beyond product innovation, True Value has invested in programs like Painting a Brighter Future, donating over 68,000 gallons of paint to schools and nonprofits, and Habitat for Humanity partnerships. These initiatives demonstrate that ESG isn’t just a corporate mandate—it’s a business model that integrates product development, community impact, and brand purpose.
Participation in scientific conferences, such as the AAAAI Annual Meeting in 2024 and 2025, further reinforces the company’s leadership in this space. By contributing to the Healthy Home booth at this event—attended by allergists and immunologists—True Value has been able to connect directly with health professionals and build awareness of Certified products as tools for improving IAQ.
The Business Value of Health-Conscious Innovation
The rise in consumer demand for healthier home products is not a passing trend—it’s a long-term shift that spans generations and crosses income levels. Retailers and manufacturers that align with this movement can expect to see benefits across several dimensions:
- Brand differentiation in a crowded market
- Customer loyalty driven by transparency and trust
- ESG alignment that satisfies investor and stakeholder expectations
- Risk mitigation through independent, standards-based verification
- Sales growth by tapping into a growing health-first segment
True Value’s certification journey demonstrates that third-party validation doesn’t just serve consumers—it strengthens business performance and enhances brand equity.
A Model for Industry Collaboration
The partnership between True Value and the Asthma & Allergy Friendly® Certification Program illustrates what’s possible when science, business strategy, and consumer demand align. It’s not about greenwashing or vague health claims—it’s about delivering proven, credible solutions to a real public health challenge: poor indoor air quality.
As the conversation on the True Value podcast made clear, this isn’t just about paint. It’s about empowering industry professionals—from product teams to retail associates—to make choices that support better indoor environments.
And for businesses across the home improvement sector, it’s a signal that health-led innovation and commercial success are not mutually exclusive—they’re mutually reinforcing.
Key Words
Paint, True Value, True Value Podcast, Leah McInerney, AAFA, environment, air quality, asthma, health, allergies, allergens, healthy home, third party certification, standards, indoor environment, VOCs, chemicals, emissions, allergens, healthier home
Related Internal Links