TADgreen Inc. purpose

 TADgreen is a small, privately-held, company with a big mission: Change the way people clean for the good. The E-cloth way of cleaning is:

• Good for your health
• Good for your environment

The first three letters in our company name – TAD – are an acronym for Think, Act and Do:

• Think about the environment in everyday life
• Act environmentally responsible
• Do implement environmentally friendly alternatives in households and workplaces

Through the E-cloth® and Cleansafe® brands, the TADgreen Inc. commitment is to offer products that clean at the highest level and foster a healthier home and workplace, that also do their part in helping to provide better consequences – now and in the future – for our environment.

Our product line has grown from three products to over 20, so the American consumer can effectively clean pretty much everywhere chemically-free. We will continue to develop long-lasting, high performance products that make cleaning easier, faster and a whole lot better for you and the environment.

A daunting but very worthwhile pursuit

TADgreen Inc was founded in September 2007 when Allan Coviello and John Eaton, two successful housewares industry veterans, decided that America was ready for a new, simpler, greener way to clean using just a cloth (albeit a very special one) and plain water.

“Perfect cleaning with just water.”

This extraordinary claim on the packaging of this uncommon cloth intrigued the two men. At the same time, it left them very skeptical. How could that be? Cleaning with just water couldn’t possibly be as good as cleaning with chemicals. They knew that if this cloth did as promised it could revolutionize household cleaning across America.

There was a BIG BUT... this cloth and just water had to clean as well or better than household chemical cleaners and paper towels, or consumers would not change the way they clean. Both critics would see for themselves. In recollecting his first reaction to the cleaning results, Allan said he was “completely blown away.” John was “Oh WOWed!” The E-cloth far exceeded expectations. It proved to them that you can clean thoroughly with just this cloth and water.

Allan and John realized that in addition to the surprisingly good cleaning results, there were many other E-cloth cleaning benefits Americans would love...

• There’s the no chemical thing and the growing concerns over the chemicals people clean with. Other than the brand name on the bottle, people have no idea what they’re cleaning with. Who knows if its ingredients contain harmful chemicals? E-cloth cleans without chemicals, so there would be no “mystery cleaning.
•  Allan and John also saw the value of E-cloth to the environment. Paper towels aren’t used so our forests aren’t stripped and no paper towel land fill waste is created. And without chemicals we stop spoiling our waster and air.
• E-cloths are part of a sustainable lifestyle. Paper towels are used once and thrown away. E-cloths are used-over-and-over for years.
• In late 2007, TADGreen Inc’s Allan Coviello and John Eaton began purveying E-cloths to the American market, knowing full well that they had their hands full in changing the way Americans’ clean, but also knowing that they had a product which could do just that.

 “There is no reason anyone would want a computer in their home.”
                                                                                                 Ken Olson, president Digital Equipment Corp. 1977

In the beginning the company has struggled mightily. Retailers have doubted that their customers would believe they could clean well without the use of their under-the-sink war chest of household chemicals. Just a cloth and water? No way. They argued that the consumer wants to buy the most powerful household cleaners they can get their hands on. Besides, cloth and water doesn’t leave a clean smell behind... you know, that pine-tree scent or lemon smell... they reasoned.  

“Try it. You’ll like it.”

This hasn’t deterred Allan and John. They know just how well E-cloths work. Multi-billion dollar household chemical companies spend millions of dollars advertising products they claim consumers must have to properly clean. In spite of all that, both men truly believe that once E-cloth gets a chance to prove itself and becomes part of the family’s cleaning routine, chemicals will be a thing of the past.

 So, “Try it, you’ll like it” – has become the E-cloth mantra. TADgreen has liberally given free products out to online and retail buyers so they see for themselves at home. And, as a result, E-cloth products have begun appearing on store shelves and websites.

It’s proving true: Once you’ve tried E-cloth, you’ll never clean with anything else.