Posts Tagged ‘canada’

American Clay Turns 7 Yrs., Launches in China As “Reverse Outsourcer”

September 17, 2009





Albuquerque, NM (September 2009) – America has it, and the Chinese are betting that their upwardly mobile middle class wants it.  American Clay Enterprises, Inc., is celebrating their seventh anniversary with the signing of a Chinese distributor for their award-winning, patented earth plaster finish for interior walls that is all natural, healthy, and produces neither off-gassing nor inherent waste on-site.  As the first U.S. based, U.S. materials, and U.S. made earth plaster finish, American Clay is excited to be “reverse outsourcing”, even to the point of helping fill what could be empty shipping containers returning to China, thus helping get close to maintaining their carbon footprint that is the lowest per pound of any commercially produced wall finish.

Distributed in almost every U.S. state, as well as Canada, Japan, New Zealand, Antigua, Thailand, and now China, American Clay has built a company that people and businesses understand is positive to be involved with, both in mission and financial terms.

”The last seven years have been an amazing roller coaster that would not have taken place without the passionate applicators that are really drawn to who we are and what we stand for as a company.  I’m proud to have given them a fresh tool, as well, to grow their business,” states CEO and co-founder Croft Elsaesser.  “With our distribution, we’ve been very strategic, but China was an unexpected opportunity that came our way with an energetic new company there looking to provide products that filled a growing niche within their marketplace.”

Witnessing China’s recent receptivity to green building materials and having received the patent for his earth plaster finish in February, Elsaesser was ready to expand his company’s exporting options.  When Elsaesser went to China in Spring 2009 to teach application of the earth plaster, and make the deal, he found an eager audience and a fascination with his expertise in natural finish materials.  In China, the target audience is the burgeoning middle class that is paying more attention to their interior surroundings, loves beauty, has money to pay for more improvements, and is more aware of climate change and how industrial growth plays a role.

In order to describe “clay walls”, a completely new phrase was created for and added to the Chinese lexicon, putting two particular symbols together for the first time—clay walls = Ke Lai Giang (pronounced kay lay chi-ahn).  American Clay, specifically, is Mei Ke Lai (pronounced may-kay-lie).  The Chinese distributor has created a website ( to mirror American Clay’s U.S. site.  Croft will return to China this year to offer more application training, and the company’s VP of Marketing will go to share tips on how to sell American Clay.

The past seven years have proved tremendous growth for the company that started in a barn, experimenting with different mixtures of clays and aggregates to create a highly consistent, durable, and easy-to-use all-natural product, which are American Clay plasters.  Since then, major accomplishments include:

  • Awarded patent relating to the earthen plaster formulation created by Elsaesser
  • Consistent product innovation
    • Single-coat, commercially-focused Enjarre (cuts application cost by 1/2)
    • Natural Depths color line
    • Packaging reuse and recyclability
  • Signed on 22 distributors and over 200 dealers over time
  • Trained over 500 applicators worldwide, and created workshops with help from our dealers wherever American Clay is distributed
  • Tested and confirmed American Clay earth plasters resist mold
  • Outstanding New Green Product 2004, NAHB
  • Best Product choice by Architectural Record and by BUILDERnews
  • Can contribute up to seven (7) LEED points
  • The first business to sign on to provide job-training for Green Collar Vets
  • In National Building Museum’s exhibit on new directions in sustainable architecture
  • Participated in top design showhouses, including Kip’s Bay, D.C. Design House, Los Angeles Magazine green house, and Good Housekeeping’s Your Good House
  • Consistently positive media recognition, including CBS Early Show, ABC-TV’s Extreme Makeover: Home Edition, Danny Lipford, shows on HGTV, DIY, and Planet Green; New York Times, Wall Street Journal, House & Garden, Domino, Architectural Record, Dwell, Sunset, Hanleywood and Meredith publications, etc.
  • Recognition by top green media, including Sustainable Industries, Environmental Design + Construction, eco-structure, Solar Today, MNN, Mother Earth News, Natural Home, etc.

The coming months will bring the results of their yearlong energy savings experiment, Dynamic Solar, as well as a revamped, even more highpowered and active, website.  American Clay understands the importance of online access to complete information so people can take action once they are inspired, and their website has proved that from the start.  They are actively involved on YouTube, Twitter ( and Facebook (American Clay) as well.


American Clay produces patented, award-winning, all-natural interior wall finishing products. Their Earth Plasters and the commercial “Enjarre” single coat plaster are a unique combination of clays, aggregates and natural pigments that offer builders and consumers a natural and elegant option. There is no off-gassing nor inherent waste on-site. The plasters contain zero VOCs, are non-flammable, are mold resisting (without toxic fungicides), absorb odors, provide temperature and humidity buffering, repair/clean easily and come in recyclable packaging. American Clay, with an extremely low carbon footprint, is uniquely manufactured in and made of materials found in the U.S. American Clay Enterprises, Inc., is based in Albuquerque, NM, and its products are patented.  The product and various workshops are available through their New Mexico office or through one of the growing number of retailers and distributors across the U.S. The website,, offers information on products, ordering, technical specifications, product application and additional resources and links.

U.S. PAT No. 7,485,186 B2



Controversial “Downstream” Docu Premieres on Babelgum Web & Mobile

July 2, 2009




First ever cross-platform online premiere takes place as Internet TV service enters the US market. Controversial environmental topics to become the editorial focus of “Our Earth”, one of network’s five main channels


LOS ANGELES / LONDON (March 25, 2009) – Controversial environmental documentary “Downstream” by acclaimed filmmaker Leslie Iwerks is a world-wide exclusive feature on independent Web TV service Babelgum which enters the U.S. market this week with a tailored version of its mobile video application and a redesigned Flash-based website. The 2008 Oscar shortlisted film is hosted on “Our Earth”, Babelgum’s channel dedicated to Nature and the Environment.

By launching with “Downstream”, Babelgum, the film’s Academy Award® nominated director and Emmy-award winning producer Philip Alberstat are expecting the modern day David and Goliath story of “Big Oil” in Alberta, Canada, to draw a new mass audience via the Web. This will expand upon the dedicated film buffs and socially-conscious audiences who have already seen the documentary in screenings and film festivals worldwide

Mark Cranwell, Director of Content at Babelgum and one of the producers of the documentary, speaks of the exciting possibilities ahead, “’Downstream’ is our first original production that serves as an example for future programming and complements our library of licensed programs. It is also our first effort to demonstrate the initial and ongoing value of programs released first, and exclusively, on the internet whether it be by mobile or the pc or both. We have a powerful and moving film, together with short clips and a full length feature film also on the way. We hope our film will raise the awareness of what is happening in Northern Alberta.”

“This opportunity for ‘Downstream’ to reach a large online audience is very exciting. We are thrilled to be the first to fulfill Babelgum’s vision in creating quality conscious films for people to debate, share, and align with, socially and environmentally,” states Iwerks.  “‘Downstream’ is a story of humanity and the real environmental issues facing our planet. This story resonates on both sides of the U.S./Canadian border, and we should all heed the warning signs.”

With Canada (not Saudi Arabia) as the U.S.’s primary source of oil, the film relates how one courageous doctor fights for the lives of the aboriginal people residing downstream from the oil sands of Alberta, one of the most polluting and burgeoning oil operations in the world (over a million barrels of oil per day to the U.S.).  The doctor spots a surprising increase in the rate of a rare type of cancer among the townspeople of Ft. Chipewyan, while the citizens have seen an increased amount of wildlife deformities in the river and ecosystem over the last 10 years.

“Our Earth” GM & Publisher, Laurence Billiet comments: “The channel aims not only to bring awareness to some of the greatest issues facing the planet, but also to actively support solutions-oriented programs and become an instigator of change.” The channel wants not only to encourage sharing and discussion, but also action, as expressed through the “Get Involved” links listed with the respective programs.

On Friday, April 3rd, Babelgum will launch the fun, highly-anticipated action-oriented “Extinction Sucks”. Produced in partnership with the World Wildlife Foundation and Off The Fence, it is the first-ever wildlife TV series commissioned especially for on-line viewing.

Babelgum’s goal is to act as an international ‘social glue’, bringing a wide range of content and inspiration to a global audience – like a modern-day Tower of Babel. The bubble logo is a visual pun on the company name, but also reflects Babelgum’s commitment to a green, global future.

“Downstream” and “Extinction Sucks” embeddable trailers can be accessed at

The new, free-to-use mobile application is available for download on iPhone and iPod Touch devices. Since Friday’s launch, Babelgum is already ranked #4 in iTunes’ free “Entertainment” applications and #19 across all applications.

About Babelgum

A free-to-use integrated mobile and Internet TV service, Babelgum combines the full-screen video quality of traditional television with the interactive capabilities of the Internet, and offers innovative professionally produced programming on-demand to a global audience. Babelgum recently launched an original mobile application in the United States, UK and Italy, that brings regionally tailored programming to smart phones – at present iPhone 3G, iPod Touch, Nokia (N96, N95 and 6210) and G-Phones (1 and 2) – via 3G and WiFi.

Babelgum’s editorial focus is on music, comedy, film, urban culture, nature and the environment. The company has set up two online contests to nurture independent film and music talent: the Babelgum Online Film Festival, chaired by Spike Lee (now in its second year) and the Babelgum Music Video Awards, judged by acclaimed director Michel Gondry. Babelgum also launched a Digital Studio initiative producing new, exclusive and original content. Two productions have already been completed: Downstream, focusing on the controversy over the development of the oil sands of Alberta, Canada, and Extinction Sucks, a wildlife series on the subject of conservation and protection, with the active involvement of WWF.

Babelgum’s content partners include, amongst others, EMI, Sony BMG, the Associated Press, PBS, BBC, VBS, Lonely Planet, National Geographic, Shine Limited, Cinetic Rights Management, Content Republic, IndieFlix, Gong Anime, The Workbook Project, Cinelan, IMG and Off the Fence, as well as the Seattle, Encounters, Rushes, From Here To Awesome and Renderyard Film festivals. Babelgum is an independent and privately held company with offices in the United States, UK, Ireland, France and Italy.


For further information contact:

Julie Du Brow, dubroWORKS PR +1 310 821 2463,

Andrea Giannotti, Babelgum Media Relations Director, +44 7825 892 640,