16 HA NDBOO
How is the household
Steve tHroSSel: The household
cleaning category is seeing stable,
slow growth. We see two factors
driving this. One, research suggests that younger shoppers tend
to clean less often due to being
busy with work, social and family commitments. Two, in certain
parts of the country the housing
market has not fully recovered
from the slow down.
What qualities help Whink’s
products stand apart?
Whink has been manufacturing
professional strength household
cleaners since 1947 in Eldora,
Iowa and we proudly tout “MADE
IN THE USA” on our labels.
Whink’s product efficacy and
brand loyalty is well known and
in high demand. Rust and rust
stain removal are Whink’s stock in
trade. We have invested a lifetime
of research, along with support and dedication from our staff, to give the market
what they want when they want it.
We offer a three-tier support plan and
it works well with EDLP or Hi/Lo merchandising strategies. Since most purchase decisions are made at the shelf, our
level 1 support (store level) is very high.
Level 2 is regional support with a focus
on rural areas through radio and print
media. Level 3 is the national advertising
level. Whink entered that arena a while
ago with national promotion through
radio, television and print media.
Whink is a multifaceted high perform-
ing company that will give the retailer
and their customers what they want and
keep coming back for more.
Where do Whink’s ideas for the
next “it product” come from?
Whink has an incredible team of “
thinkers and doers” working behind the
scenes. They are observant and know
what it takes to bring ideas forth and
make thing happen. We also listen to our
retailers and loyal consumers who have
great ideas too.
What are some of Whink’s
Whink’s Game Stain Remover is an
unscented laundry prewash created for
hunters and people who fish. This
product addresses these hobbyists’
special challenge in cleaning blood
and other fluids from their cloth-
ing without the use of detergents or
Next, Whink’s Professional
Strength Lime and Rust Remover,
packaged in a 32-ounce economy
size squeezable bottle, quickly dissolves stubborn hard water deposits and removes rust stains. It also
eliminates build-up caused by soap
scum and calcium. It is designed
to clean surfaces such as shower
glass doors, stainless steel sinks
and many other housekeeping
Finally, Whink’s Professional
Strength Septic Treatment Packets
were created to digest organic
solids, fats and oils. These state-of-the-art activator packs contain septic-cleaning bacteria and
enzymes and are safe for all pipes
and septic systems.
How does Whink help grocers
grow sales in the category?
Whink helps grocers by matching our
products to their demographics. For
example, when it comes to consumers’
needs for rust and lime removal, Whink
provides geographical data to our retailers indicating which stores are in areas
with high lime and/or iron content in the
groundwater. This process assures that
our lime and rust products are stocked
in regions where they are needed most.
Grocers typically have greater depth in
their offerings than most other channels—this requires correlating specialty
products with changing markets. n
WHink ProductS co.
Whink keeps consumers’ best interests and safety at heart, and believes in
offering quality products at an affordable price, says Steve tHroSSel, CEO
of WHink ProductS co.