Women Owned Wednesday – Jelmar, LLC



Company Name: Jelmar, LLC

Founded: 1967

WBENC Certified: 2009

HQ: Skokie, Illinois

Website: jelmar.com

Slogan: All Kinds of Dirty, One Kind of Clean®

Retail: CVS, Target, Walmart, Rite Aid, Walgreens, Safeway, Wegmans, Home Depot, and many more. Find a retailer near you.

Company Background:

Alison Gutterman is the president and CEO of Jelmar, the unique, family-owned cleaning products manufacturer known for its popular CLR® and Tarn-X® lines. After succeeding her father and grandfather, Alison became Jelmar’s first woman leader and went on to bring the company unprecedented success with her modern approach to leadership, marketing, and product development.

Alison got her start at Jelmar more than 20 years ago as a customer service representative. The job taught her the importance of understanding customers’ needs—an insight that served her well as she gained experience in many areas of the company before becoming president in 2008. With her proven track record of growth even through tumultuous economic times, Alison has unparalleled experience navigating the ins and outs of the business world, building allies and partners while combating the stereotypes and challenges that women leaders face.

Alison is extremely dedicated to elevating the role of women in the business community and empowering the female entrepreneurs of tomorrow. Through professional organizations and mentorship, Alison helps create, build and connect a community of strong women leaders. As one of the first WBEs to utilize the Women Owned logo on product packaging, Alison believes that showcasing women’s ingenuity and achievement in business helps create new opportunities for all women.


About the Products:

Known almost as much for their unforgettable TV ads as for their unparalleled cleaning power, the versatile CLR® and Tarn-X® product lines can tackle nearly any household cleaning need.

Under Alison’s direction, Jelmar has made significant changes in the expansion of marketing plans, public relations activities and directed use of social media—successfully increasing exposure for mature brands and new products being introduced to the market.

Alison has also led the charge in reformulating some of Jelmar’s CLR® products to be more environmentally friendly by partnering with the Environmental Protection Agency’s (EPA) Safer Choice Program and has since been named “Safer Choice Partner of the Year” by the EPA in 2015 and 2016.

In March 2016, Alison led Jelmar’s investment in consumer research to gain insight into what consumers are looking for in brands, cleaning products and packaging. This led to a rebranding of the CLR® product line to reflect the company’s brand purpose, featuring the EPA logo to highlight the company’s commitment to creating environmentally safe products, as well as a more prominently featured Women Owned Business logo to help inspire future women business leaders.

Alison Gutterman on being a Women Owned business:

“I am very passionate about the role of women in the global economy and the importance of consumers knowing that women are major contributors to the entrepreneurial marketplace throughout the world. This is especially crucial for us to understand due to the lack of women’s representation on major corporate boards and in government.” —Alison Gutterman

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Posted on December 8, 2016 .