JOTUN plans to phase out the use of lead chromates, a toxic chemical compound, from all of its paints and coatings formulations worldwide. The move is consistent with the company’s current environmental initiative, Jotun GreenSteps, scheduled to start in 2014, wherein Jotun will comply with new EU Reach regulations.

This initiative reflects the company’s ongoing commitment to a greener environment following the elimination of coal tar from its products globally last year.

Jens Christoffer Markmanrud, project manager of Jotun, explains that lead chromates are still legal in many markets where the company is active: “This global phase-out applies to paints and coatings in all segments, worldwide. It is a bold step, but we are confident that by replacing lead chromates with safer, high-performing alternatives, we can make a big difference.”

Markmanrud says the phase-out supports Jotun GreenSteps, which was launched in 2011 to improve Jotun’s environmental performance over a broad range of areas, which includes hazardous materials, carbon footprint, reducing VOC (volatile organic compounds) emissions, energy consumption and waste recycling.

“Jotun GreenSteps also broadcasts the work that the company does in order to develop safer, more effective paint and coating solutions to help customers improve their environmental performance,” he adds.

In addition to investing more resources in research and development (R&D) to produce safer, more environmentally responsible products, Jotun is exploring new ways of managing pigments and colours to achieve better results. By combining primer colours and topcoat colours, Jotun can offer a superior finish compared to less advanced alternatives. The global phase-out of lead chromates is an important step in strengthening Jotun’s reputation as an environmentally responsible company.

“Over the years, Jotun has always kept true to its commitment of being an environmentally responsible company by implementing best practices that promote sustainability, developing products that leave less of an impact on the environment and rolling out environmental-based initiatives like Jotun GreenSteps,” says Markmanrud.

“The move to phase out lead chromates is a landmark as it seeks to stop the use of a toxic compound and replace it with a component that is safer to use but with the same, albeit, even more benefits to be gained,” says David Wright, managing director for Jotun Saudi Arabia.

Jotun Saudia Company, an offshoot of the Norwegian giant Jotun Paints, is the top paint manufacturing and selling company in the Middle East. The company, which was started more than 25 years back, is now the leader in decorative paints in Saudi Arabia with a market share surpassing all the other international brands, the company claims. Jotun Paints is also a well-established paint brand among end-users for its variety of quality paint products suitable for any decorative and protective necessities.

As part of its initiatives in corporate responsibility (CR), Jotun has recently successfully completed a needy children’s project in Saudi Arabia using Jotashield Extreme colour range.

Jotun completed the painting of the entire premises of the Hope Centre for Exceptional Needs Children, Saudi Arabia’s first and only multilingual centre for life skills that is licensed by the kingdom’s Ministry of Social Affairs.

The exteriors, which measured 10,000 sq m, were painted with colours that were specially picked out from the Jotashield Extreme colour range. “The application of the new coat of paint will help reduce temperatures for the villas and add beauty to the walls,” says Wright.

Along with its superb ‘2X heat-reflective’ key feature, Jotashield Extreme is guaranteed to provide 10 years performance, protection against the toughest harsh arid climate conditions, 2X UV (ultraviolet) protected colours, low dirt pick-up, anti-carbonation and sustainability, he adds.

Wright comments: “Jotun has been a long-time supporter of Hope and its objectives of developing the skills of children with exceptional needs. We suggested painting two of the centre’s villas with Jotashield Extreme, which benefits both the children and the management as temperatures get reduced along with energy costs.

“The participation of Jotun’s management staff in painting the centre supports our high level of commitment to CR activities and to reaching out to the local community while also promoting the use of high quality eco-friendly products.”

Jotashield Extreme is one of Jotun’s superior ranges of exterior paints that provides indoor thermal comfort and a longer-lasting finish with exceptional protection.

“Currently Jotashield Extreme is the only product available in the Middle East that provides significant temperature reductions for your home,” he states.

Jotun has become synonymous with innovation and ground-breaking concepts in paint manufacturing with the launch of many new products in the Saudi market over the period; and has been at the forefront in terms of developing products specifically suited to local conditions.

More than two decades of experience in Saudi Arabia has helped the company produce a variety of conventional and specialised coatings – each incorporating the latest technological developments while offering performance with economy – catering to the various product segments and demands of the different markets.

Today, Jotun’s diverse product range includes decorative, protective, marine, floor/concrete protection, powder coatings and intumescent coatings, bearing testimony to the company’s reputation of being a single-source solution provider for clients, consultants and contractors alike.