A Clean Come True
“Our job is to make cleaning fun,” is how Orly Porat, VP Marketing and Sales at Noam Urim Enterprises, opened the interview. When I laughed at the preposterousness of her statement, she smiled and told me to wait and see
Noam Urim Enterprises, located in Kibbutz Urim, has been one of the leading textile companies in Israel, since 1976. Israelis know them as the manufacturers of the old “Dubonim” (teddy bear) coats, heavy coats used by the soldiers in the IDF, using state of art technology for the time and a literal lifesaver in harsh conditions.
The company specializes in needle punched non-woven fabrics, focusing on industrial and home cleaning, hygiene, geotextiles, filtration, wadding, insulation and more. “Textiles is one of the fastest changing markets,” says Porat. “There is nonstop motion, and we need to constantly invent, develop, adapt and change, so as to remain relevant and competitive. Just look at our old coats. Can you imagine wearing something that heavy nowadays?”
When a cloth is so much more than just a cloth
At Noam Urim the general belief is that the products must have added value. While the time proven kitchen cleaning cloths still have their place in many homes, there are many more aspects that can be added to the fabrics, making them more efficacious for the end users.
Porat opens a gorgeous box in vibrant colors and takes out the innovative cleaning cloth. “For instance, this cloth has antibacterial properties. The cloth lasts longer, doesn’t become a health hazard and doesn’t start smelling after a few uses. We’ve also added high absorbency components, making it easier to use. It can hold more than 10 times its weight in liquid. When cleaning the kitchen countertop, or wiping up a spill, it is nothing less than a game changer.”
The newest line of cleaning products has been re-branded under the name “noam’s”. They include reusable compostable cleaning clothes made from natural fibers that take environmental concerns into consideration and can also be used on any type of surface, double action clothes with abrasive dots one the one side to scrub away stubborn dirt, antifog wipes for bathroom mirrors and windscreens and more. Each product comes beautifully packaged with an amusing slogan that tears away and can be used as a bookmark, coaster, or stuck on the fridge, just to brighten your day. While it may just be a gimmick, it resonates with user, embolizing the company values of caring, going that extra mile to understand the intricate needs and offering a different user experience, from the go.
A simple solution, to revolutionize patient care
“We are so used to the way things have always been, that we forget they can be made better. In hospitals and nursing homes, patients are bathed using rough sponges dipped in soapy water, the same way it was done 50 or 70 years ago. Even when done gently, the whole procedure is unpleasant. We wanted to find a way to dignify the process, making it easier on both the patient and the caregiver. Lots of R&D, testing and regulation later, we came out with the DiniClean® Intense Soft Soapy Bathing Sponge. The soft, dry cloth comes complete with soap and moisturizer. It only needs a small amount of water and the ingrained soap lathers up, allowing the patient to be cleaned gently and tenderly, and shortening the bathing ritual. The hypoallergenic soap is suitable for all family members and while initially marketed for patient care, it quickly found its way to family use, perfect for camping trips or travel. An equivalent product was adapted specifically for pets, eliminating the need for giving the dog a full bath, and another one for an easy and gentle car washing” Explains Porat.
For the Hygiene Personal Care product line, the company has built a Clean Room, with a clean, controlled environment, filtering out pollutants, assuring that all hygiene related products comply with the appropriate production conditions.
Noam Urim also operates in the automotive air filtration industry, “If you compare between the automotive industry’s current needs to those from only a few years ago, you’ll see a vast difference. The cars of the 2010’s, are as different to the cars of the 2030’s as they are to the horses and wagons of the past, and we must make adaptions to the filtering systems we offer. Our synthetic fiber-based nonwoven filter-media are constructed from selected high-performance PET fibers that are mechanically and thermally bonded. This allows for perfect pleatability, high filtration efficiency, dust holding capacity and longer filter life, amongst other things.”
The rethinking and upgrading of our technologies is ongoing, and our HVAC air filtrations systems now consist of a carded nonwoven web mesh with an integrated density gradient, allowing for both a high dust-holding capacity and low initial pressure drop.
Our geotextile line revolves around fabrics produced from PET or a polypropylene blend. Our unique manufacturing process strengthens the fabric for improved stability and durability and efficient drainage, crucial when placed on the road or in the ground and critical for preventing crack expansion, erosion, wall retention and more.”
If we go back to the cleaning industry, Noam Urim has the ability to create products from A to Z, adapting the final commodity to the buyer’s needs. Products are shipped worldwide, to large distributors or converters and can be found in many chains globally, so next time you’re in the market for cleaning equipment, look for the packaging that will make the task less tedious. Or at least, brings a smile to your face.
More information can be found on the website or email Orly Porat >>
Porat will be visiting and meeting with leading companies during the Inspired Home Show, North America's largest housewares trade show, 5 - 6th of March in Chicago, and appointments may also be made for then.
Partnered with Noam Urim Enterprises
