Waterborne Challenge for wood finishing comes to Canada at WMS 2017
MISSISSAUGGA, Ont. – Sherwin-Williams Industrial Wood Coatings Division is inviting industry professionals attending Woodworking Machinery and Supply Expo and Conference (WMS) 2017 November 2-4 to take the Waterborne Challenge in booth #1517. 
The Waterborne Challenge emerged out of a need to dispel the common misconception that waterborne coatings are inferior to solvent-based coatings.  
“With today’s waterborne advancements, it’s really tough to tell the difference between a quality waterborne finish and a traditional solvent-based finish,” says Joe Kujawski, Global Director of Marketing, Sherwin-Williams Industrial Wood Coatings. “The Waterborne Challenge puts this to the test.” 
Participants taking the Waterborne Challenge will be asked to look at 14 panels and determine whether each panel was finished with a waterborne or solvent-based topcoat. When it debuted at the AWFS Fair in Las Vegas in July, the results were in line with a random coin toss – 51 percent of all responses were correct, with no one participant identifying more than 11 panels correctly.  
“The Waterborne Challenge results from AWFS are a good indication of what we’ve been saying all along – if you haven’t tried waterborne today, you haven’t tried waterborne. Today’s waterborne finishes are light years ahead of what was available even five years ago,” Kujawksi says. 
Sherwin-Williams has developed an infographic that dispels popular myths surrounding waterborne coatings, including:
  • Myth #1 – Waterborne coatings are more expensive than solvent-based coatings 

  • Myth #2 – Products finished in a waterborne coating have a poor look and feel 

  • Myth #3 – Waterborne coatings don’t perform as well as solvent-based coatings 

  • Myth #4 – Waterborne coatings won’t help industry professionals grow their business

“Waterborne technology is a bottom-line differentiator for manufacturers of kitchen cabinetry, wood furniture and wood building products,” says Kujawski. “Manufacturers who use solvent-based finishes today can take advantage of the new waterborne options to enhance the look and feel of their finished goods while meeting their sustainability goals, and we look forward to explaining more about this technology and demonstrating it at WMS.”
The five Waterborne Challenge participants with the highest scores at WMS 2017 will receive a Warrior hockey stick finished with Sherwin-Williams waterborne coatings. To learn more about the advantages of waterborne coatings and view the infographic, visit  pages.s-w.com/WaterborneChallenge.
Since 1866, Sherwin-Williams has provided manufacturers and finishers with the coatings they need to make their products look better and last longer, while helping their operations meet productivity and sustainability goals. For industrial wood markets, our innovative solutions go beyond coatings to include knowledge, tools, equipment, supplies, and industry-leading support. We’re more than a coatings provider – let us show you how we will be your coatings solution partner. oem.sherwin-williams.com.

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About the author
Bill Esler | ConfSenior Editor

Bill wrote for WoodworkingNetwork.com, FDMC and Closets & Organized Storage magazines. 

Bill's background includes more than 10 years in print manufacturing management, followed by more than 30 years in business reporting on industrial manufacturing in the forest products industries, including printing and packaging at American Printer (Features Editor) and Graphic Arts Monthly (Editor in Chief) magazines; and in secondary wood manufacturing for WoodworkingNetwork.com.

Bill was deeply involved with the launches of the Woodworking Network Leadership Forum, and the 40 Under 40 Awards programs. He currently reports on technology and business trends and develops conference programs.

In addition to his work as a journalist, Bill supports efforts to expand and improve educational opportunities in the manufacturing sectors, including 10 years on the Print & Graphics Scholarship Foundation; six years with the U.S. WoodLinks; and currently on the Woodwork Career Alliance Education Committee. He is also supports the Greater West Town Training Partnership Woodworking Program, which has trained more than 950 adults for industrial wood manufacturing careers. 

Bill volunteers for Foinse Research Station, a biological field station staddling the border of Ireland and Northern Ireland, one of more than 200 members of the Organization of Biological Field Stations.