Interview with Jay Watts – Vice President

Q: One of the messages of our online Ayurveda community is to support the idea that Ayurveda is a life science - a way of life - whereas Ayurvedic medicine is a last resort if one forgoes their food-plan, lifestyle, dharma, social issues, environment, and spirit. So we are very pleased to see that you have created a real practical integration of Ayurvedic lifestyle and eco-consciousness with your Safecoat no-voc paints. What is AFM's social/eco/health vision?

JW: At AFM, protecting personal health has always been our first priority. That's why for over 25 years we've been providing the safest, highest quality and least toxic paints and building products available.

 

Q: I remember reading about your company years ago, I believe there were only one or two no-voc paint companies at that time. When did your AFM create its Safecoat no-voc paints-what was your motivation?

JW: Back in the early 80's we began formulating coatings for a small group of folks with what's known as environmental illness. These customers were suffering from multiple chemical sensitivity (MCS) brought on by either a massive exposure to a toxic chemical or a more prolonged low level exposure. Being chemically sensitive basically means any exposure to a chemical could trigger a reaction whether it be in an architectural coatings or a cosmetic.

The reality is anyone can become chemically sensitive so these "canaries in the coal mine" were giving us a strong message. With no where to turn, we were a ray of hope. Since then we have helped thousands of people improve their indoor air quality and get back on the road to good health. In fact environmental physicians will recommend our products to anyone looking to remodel or rebuild.

 

Q: Where are you located? Who started the company? Is it a family business?

JW: We are a privately owned southern California company

 

Q: What does voc mean, and why it is not good to have in our paints?

JW: VOC means (volatile organic compounds). These are the "evaporative" compounds found in paints, stains, sealers, etc. These compounds contribute to smog production and poor indoor air quality. Repeated exposure can lead to health problems.

 

Q: What are some illnesses that have been found to be healed/prevented by using no-voc paints?

JW: There is no "list" of illnesses that are "healed" as MCS is unqiue to each individual. Our philosophy has been to support personal health and well being. It requires a comprehensive plan for diet, exercise, stress reduction and the use of health promoting technologies.

 

Q: Are all 'no voc's' paints equally environmentally friendly?

JW: Other companies have introduced "no odor" or 0 VOC (volatile organic compounds) paints, but none have been formulated with a view toward human health and the elimination of toxicity. These "environmental" paints can have toxic ingredients exempt from government regulations. The fact that something has no VOC does not mean that it does not contain ingredients which are toxic (for example formaldehyde, ammonia, acetone or odor masking agents) or that it is free from offgassing. If it contains masking agents, then that’s just another unnecessary chemical that is hiding whatever effects may be occurring from whatever is coming off the paint. We frequently receive letters and calls from customers who have used some other company’s O VOC paint and still can’t tolerate being in the room, because there is something coming off it to which they are sensitive. On the other hand, 99.9% of those using Safecoat tolerate it without any adverse effects when properly applied and cured.

 

Q: What is the difference between 'no-voc's and 'low-voc's?'

JW: No voc means there are no regulated smog producing ingredients in the formula. As I mentioned earlier, current regulations allow ingredient exemptions which can have a harmful impact. Many consumers are confused by this as they equate safety with zero voc. Unfortuneately, a zero voc designation does not guarantee that.

 

Q: How did you come up with the idea for an Ayurvedic line of paint colors?

JW: We have been looking to expand our color offerings for sometime but we wanted to develop a system that supported our mission. As we delved into the different health promoting models, we recognized Ayurveda as the one most akin to our platform.

 

Q: What is your Ayurvedic background; where did you learn Ayurvedic principles?

JW: I have practiced Yoga for over 10 years now and am married to a yoga teacher, so I have been immersed in yogic/Ayurvedic principles for quite awhile. We were also very fortunate to meet our color consultant and Ayurveda expert Michael Fallarino. During the mid 80s, while maintaining his practice as a builder, Michael completed his Master’s degree in psychology. He subsequently set out to learn East Indian medicine, completing a program in Ayurveda during the early 90s. He extended his studies by earning certification as a professional herbalist, and uses all his skills in a part-time private counseling practice.

 

Q: Do you all follow your Ayurvedic dosha food plans and lifestyles?

JW: Honestly, I consider myself a work in progress but yes we try to follow a yogic program.

 

Q: Do you offer other eco-safe products?

JW: We have over 40 building and maintenance products with our website www.safecoatpaint.com being the best place to check out the complete line.

 

Q: What other social/eco-principles does your company embrace (eg, carbon credit offsets, using recycled products, alternative energies, fair trade, triple bottom line [P3: people, planet, profit])?

JW: AFM is a people and planet oriented company.

 

Q: I believe AFM won some ecology awards?

JW: AFM has been recognized by the ama with their Edison Environmental Award for our Safecoat building products. We have also been recognized locally for our environmental contributions.

 

Q: Do you feel creating AFM is living/fulfilling your dharma (life purpose)?

AFM: Without question.

 

Q: I have personally used your paints on several projects and the lack of aroma while painting made for a very enjoyable experience. What are your future plans?

JW: Of course, we are very excited about the introduction of our Ayurveda Essence color system. Equally exciting is our plan for rolling out a new line of wood stains and finishes as well a paint line.

 

Q: Do you plan to offer Safecoat paints in other European countries?

JW: Yes, we have a dealer in Germany as well as representation in China, Japan and Canada.

 

Q: I love that the word 'eco' is in your name, Safecoat; was that intentional or grace?

JW: That's a funny story. A year ago we contracted our agency partner, The Clean Agency, to re-design our logo. They came back with the "eco" in Safecoat in a second color. All these years we have been looking at that word and none of us had picked that out. So I guess the answer is graceful intention.

 

Q: Anything else you wish to share with our community?

JW: Look for safer, eco-friendly products, trust your intuitions and meditate on peace.

 

See the Safecoat pain Ayurveda colors at

http://www.afmsafecoat.com/ayurveda/index.html

To find eco-stores that carry AFM's Safecoat paint and many other sustainable/organic home building and cleaning products (eg, flooring, insulation, caulking, bedding, furniture, carpets, water/air filtration, bathroom, etc.) in the USA, Canada, Mexico, Japan, Germany, and China visit:
http://www.afmsafecoat.com/locator.html