Long before Dalton, Georgia was known as the “Carpet Capital of the World”, things were happening to make that reputation a reality. But the things we’re referring to didn’t concern the top of the carpet you can see. They happened to the part you don’t see—the carpet cushion. Because without the innovation and engineering that went into what makes a carpet, or most any flooring for that matter, a more comfortable, enjoyable and healthier experience, history would be quite different.

In the 1970s, Carl purchased S&W Foamers and started Custom Coating, Inc. This became a finishing house that coated carpet backing with latex rubber foam. At that time, most carpet had Jute backing and was finished with natural latex rubber. The kind of synthetic carpet backing we know today was not yet in common use.

By the mid-1980s, through a combination Custom Coating’s production capabilities and Dow Chemical’s new polyurethane foam called “Dow Enhancer”, the two companies partnered together to develop an innovative method of carpet backing. This innovation would add comfort and longer life for carpet installed in high-traffic areas such as commercial and hospitality settings. At the same time, early experiments also began with incorporating antimicrobials into polyurethane foam.

A floor covering industry that was dominated by the carpet category was about to change. As Custom Coatings grew and expanded with multiple mills and multiple coating lines, the 1990s saw the entry of laminate flooring to the U.S. with a Swedish brand called Pergo. This was a new “floating floor” concept that needed a cushion to be properly installed. As a result, Custom Coatings partnered with Pergo to deliver the first premium upgrade underlayment for hard surface flooring. The success of this innovative product led to the development of our Sound Solution Premium Acoustical Underlayment and scores of private label underlayment cushions for numerous retailers followed.<br><br>The 1990s also saw other significant changes that affected the flooring industry, such as the push for recycling and the consolidation within the industry of smaller mills that were folded into larger floor producing corporations.

By 1994, Custom Coatings was sold and Carl Poteet spun off a small division he called Healthier Choice. The move was timed perfectly. The Healthier Choice Memory Foam Carpet Cushion was indeed a “healthier choice” for the home for several reasons. The foam in the cushion was very low odor (a result of low Volatile Organic Compounds or VOCs off-gassed into the air after installation) and was moisture resistant. Also, unlike rubber or latex that can breakdown with moisture, the polyurethane used in Healthier Choice is practically waterproof. Healthier Choice was also the first cushion to incorporate an antimicrobial into its polyurethane foam. Since then, products made by Healthier Choice have become known as a premium brand of cushion for both soft and hard surface flooring, defining the highest standards of quality in the flooring underlayment category.

The 2000s saw rapid changes for the floor covering industry and the Healthier Choice Company. Bio-based polymers were introduced as an alternative to the use of petrochemicals. Certifications such as Greenguard were introduced to protect the quality of indoor environments.

In 2007, Healthier Choice partnered with Greenguard and earned the Children & Schools certification for all foam products, which is now known as Greenguard Gold. Healthier Choice is the only carpet cushion to achieve this certification for carpet cushion. Also in 2007, we introduced our Foundation Commercial Carpet Cushion, designed for double-glue or stretch-in installation, especially in open public spaces.

The 2000s saw rapid changes for the floor covering industry and the Healthier Choice Company. Bio-based polymers were introduced as an alternative to the use of petrochemicals. Certifications such as Greenguard were introduced to protect the quality of indoor environments.

Product diversification came in 2013, with the introduction of our own branded solid and engineered hardwood products called Choice Hardwoods™. In 2019, we added WPC and SPC rigid core vinyl to our product portfolio, as well. On the cushion side, Healthier Choice now produces carpet cushions, area rug cushions and a variety of solid surface underlayment products. In fact, approximately 60% of what Healthier Choice now produces goes underneath hard surface flooring, such as laminate, hardwood, ceramic, stone, LVT dry back and rigid core products.

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