By Neal Glatt

As we celebrate Thanksgiving tomorrow and consider how blessed we truly are, many will start to consider how they can help others.  Next week famously brings Giving Tuesday where millions of people and companies take strides to raise awareness and give back to non-profits.  But what if we can do good in the course of our normal business activities?  Here’s how one company is setting the bar - and how you can help too.

For decades, it was understood that business existed to make money and anything else that happened was secondary to that purpose.  This has drastically changed in recent years however.  In fact, nearly 200 CEOs of major corporations - including Amazon, Caterpillar, Delta Air Lines, General Motors, JP Morgan Chase & Co., and countless others - signed a new corporate purpose statement committing to supporting the communities in which they work as a primary goal ahead of long-term shareholder value.

Our friends at Troy Clogg Landscape and Snow Associates (TCLA) asked how they could better help their community back in 2010 and launched Hot Pink Deicer as a result.  As a Top 100 Snowfighter, Troy knew that his deicer had to be more effective, non-corrosive, non-caking, non-tracking, and safe for pets and plants.  But he realized that by custom blending his own deicer, he could also make it hot pink to raise breast cancer awareness and use a portion of the proceeds from every bag sold to provide financial relief to families who experienced a breast cancer diagnosis.

Another pillar of the new corporate purpose is investing in employees.  When TCLA realized that their growing number of employees and service providers, as well as COVID restrictions, was making training difficult, they reached out to GrowTheBench to help.  Partnering together, TCLA was able to set up a fully virtual winter training program, leveraging both existing and custom-made video content, within one week.  During our conversations, I was able to catch up with Troy about how his Hot Pink Deicer initiative was growing.

The progress has been incredible.  Over the past 10 years, hundreds of snow contractors have utilized Hot Pink Deicer in their snow operations which has allowed financial support to over 30 families.  But now, Hot Pink Deicer can be distributed across the US and Canada, which begs the question: If you’re going to be using salt anyway, why not use the one that gives back to your community?

If you’re ready to take a step and do good all winter, it’s time to get some Hot Pink Deicer.  Simply check out their website at https://www.hotpinkdeicer.com/ to learn more and start giving back by doing better business.