All-Star Case Studies: Innovation in Action
The All-Star Case Studies session showcased real-world examples of companies and advocates turning the principles of material health into measurable progress. Each presentation demonstrated how transparency, innovation, and persistence are transforming products, processes, and entire industries. From designing circular, PVC-free flooring and reimagining traditional wood treatments without harmful chemicals, to leading grassroots movements against toxic materials and engineering high-performance products from recycled content—these “All-Star” innovators exemplify what it means to move beyond disclosure into action. Together, their work illustrates how creativity and commitment to safer chemistry can lead to tangible solutions for a healthier, more sustainable built environment.
Christine Mullan – Shaw Industries
“Advancing Material Health with EcoWorx™ Resilient”
Christine Mullan, Product Sustainability Manager at Shaw Industries, opened the All-Star Case Studies session with her presentation Advancing Material Health with EcoWorx™ Resilient. She highlighted how Shaw’s decades-long commitment to Cradle to Cradle design and circularity led to the development of EcoWorx™ Resilient, a flooring product that eliminates PVC and prioritizes occupant health and recyclability. Mullan explained how Shaw integrates health product declarations (HPDs), supply chain transparency, and material optimization to continually improve product chemistry. Her presentation underscored that sustainability and performance are not competing priorities—they can coexist when companies embed material health into their innovation strategy from the start.
Kevin Kowal – TerraMai
“Faux Sugi Ban®: Charred Wood Reimagined for Health & Sustainability”
Kevin Kowal, Vice President at TerraMai, shared the story behind Faux Sugi Ban®: Charred Wood Reimagined for Health & Sustainability, a modern reinvention of the traditional Japanese Shou Sugi Ban technique. Kowal described how TerraMai developed this non-toxic, VOC-free alternative to achieve the visual depth of charred wood without harmful chemicals or combustion. The product exemplifies TerraMai’s philosophy of “Hedonistic Sustainability”—creating designs that are beautiful, durable, and responsible. His talk reflected how reclaimed materials and innovative finishing processes can redefine aesthetic expectations while contributing to healthier indoor and outdoor environments.
Tom Ennis – Coal Tar Free America
“Keepers of the Flame: 20 Years of Working Against Toxic Pavement Products and Making a Difference”
Tom Ennis, Founder of Coal Tar Free America, delivered a compelling presentation titled Keepers of the Flame: 20 Years of Working Against Toxic Pavement Products and Making a Difference. Ennis chronicled his two-decade campaign to eliminate toxic coal tar pavement sealants—products linked to dangerous polycyclic aromatic hydrocarbons (PAHs)—from communities across the U.S. His advocacy has resulted in bans covering more than 20 million residents, with growing momentum toward a nationwide prohibition supported by the American Medical Association. Ennis’s story was a powerful reminder that citizen-driven initiatives, backed by science and persistence, can create measurable environmental and public health victories.
Pelin Tezcan – Pliteq Inc.
“Pliteq Material Health Innovation Showcase” Pelin Tezcan, Business Development Engineer for Mass Timber and Sustainability at Pliteq Inc., closed the session with Pliteq Material Health Innovation Showcase, highlighting how her company transforms waste into innovation. Tezcan demonstrated how Pliteq’s acoustic and vibration isolation products are engineered using recycled rubber and sustainable design principles, proving that circular manufacturing can produce high-performance results. She emphasized Pliteq’s focus on continuous research, transparency, and collaboration with builders and architects to achieve both environmental and acoustic excellence. Her presentation illustrated how smart engineering and material reuse can drive scalable, real-world sustainability solutions.