Contrary to popular belief, it is easy being green; or, if not exactly easy, than at least it is getting easier if the number of “green” products displayed at the 2008 International Home + Housewares Show can be believed.

The show, which was held March 16-18 in Chicago, was replete with environmentally friendly products and presentations. Viewing these goods and listening to these discussions were more than 61,700 people, including more than 23,000 buyers. The show also featured more than 2,000 exhibitors from over 34 countries. More than 400 of those exhibitors were new to the show. U.S. buyer registration was up 6.2 percent across all retail channels with 16,400 registrants. There was a sharp increase in U.S. independent specialty retailers with 75 percent of the U.S. retail buyers coming from specialty channels. Internationally, buyer registration grew 7.3 percent to 6,992 registrants from more than 100 countries.

“We are pleased to report these outstanding results,” said Phil Brandl, president of the International Housewares Association, the Show’s not-for-profit owner and operator. “In contrast to other economic news, we were pleased to see the optimism and energy among show exhibitors and attendees. Based on their input, this bodes well for the industry’s immediate future.”

Also boding well for the industry is the interest in green products. From designers to CEOs, the housewares industry seemed to be responding to rising consumer awareness of a sustainable future, organizers said.

This interest was seen in research recently released. For the first time in more than 20 years of consumer research, Albing International Marketing (AIM) has identified an “increasingly passionate interest in the environment,” according to AIM President Robin Albing. “Maybe it’s the influence of Al Gore’s ‘An Inconvenient Truth,’ or a recognition by Boomers that they aren’t going to live forever after all and they better fix a few things before they go.” In an online survey of more than 1,500 consumers, AIM found that 39 percent said “green” is very important to them. Another 39 percent said it was somewhat important and it “probably” should be more important to them; and 4 percent said it is “critical” to all of their decision-making.

To address these concerns, exhibitors showcased a range of energy efficient, environmentally responsible products. The show, too, made an effort to educate the attendees of the extent of this new environmental consciousness. Show organizers scheduled 19 presentations by top product designers and consumer researchers and of those, 11 focused on green and sustainability, with topics ranging from embedding sustainable design into new products, corporate sustainability reporting and defining what consumers really want to know about “green” product production.

JohnPaul Kusz of the Center for Sustainable Enterprise at the Illinois Institute of Technology, said in his presentation, Inventing a Sustainable Future, that “we can extend the design brief to include the engagement of the end user in a dialogue with the product and its maker that creates a relationship of shared responsibility and stewardship,” he says. “By doing so, we can move from simply designing artifacts to designing and developing comprehensive business and system models that bring more value to the brands we create.”

Another element of an effective sustainability movement is cutting through the hype and zeroing in on what consumers want to hear as “green” becomes the buzzword of the early 21st century. Suzanne Shelton, CEO of the Shelton Group, produces “Energy Pulse,” a national consumer study on energy use, energy conservation and purchase propensities for green products and services. In its third year as of 2007, the survey has shown that while today’s consumers embrace the concept of green home products, they also believe “green” may have more to do with the color of money they’ll shell out than saving the planet. Shelton discussed “Cutting Through the Green Clutter – What Consumers Really Want to Hear.”

The following is a sampling of the products — some patently green, some not, but all innovative — that were exhibited at the show. Next year, the 2009 International Home + Housewares Show is scheduled for March 22 - March 24 in Chicago.

Breville

The die-cast 2-Slice and 4-Slice Smart Toasters feature a one-touch auto-lowering system that uses an internal microchip to lower the bread with a single touch. The die-cast Smart Toasters also feature Breville’s patented Lift and Look technology that allows the user to check on the bread without interrupting the toasting cycle. Additionally, the first ever “A Bit More” function adds 30 extra seconds to achieve browning perfection. In addition to the Intelligent one-touch, auto-lowering feature, which makes the system effective against jamming, the unit also has a toasting-progress lighted indicator and timer, and a variable browning control. The 4-Slice Smart Toaster also features dual, independent toast controls that allow each pair of slots to work independently and toast to different preferences.

iCubed International

The iWave Cube, is a 1 cu.ft. portable microwave that the company calls the world’s smallest portable microwave appliance. According to the company, it can be used in a number of places such as the bathroom to heat towels, paraffin waxes, lotions and more. In the bedroom, it can heat gel packs to soothe aches and pains, or heat that morning coffee or tea without a trip downstairs. It can be used where space is at a premium and features a built-in carry handle for easy handling. It plugs into standard outlets, measures 10 in. x 10.5 in. x 12 in. and weighs 12 lbs. The iWave Cube power rating is 600 W.

Bissell

The new Little Green Compact, multi-purpose cleaner has PVC-free tanks and hose, and has parts made from 100 percent post-consumer recycled plastic. The Little Green’s carton has a minimum of 75 percent recycled corrugated packaging, with no expanded polystyrene or PVC inserts. The unit is smaller than the previous version and is completely recyclable. In addition, the deep cleaner uses earth-friendly formulas that contain no heavy metals or optical brighteners and are free of phosphates and dyes. The company’s goal is to make this product from 75 percent recycled materials by the end of 2008.

Bosch

The single-serve TASSIMO hot-beverage system features the company’s patented T DISC technology, which the company says guarantees first-cup freshness every time.  This technology enables the machine to read a barcode on each T DISC, ensuring that the brew temperature and amount of water are automatically adjusted for the perfect cup. The T DISC is inserted into the brewer and operates with one touch of a button. The consumer is also able to adjust the beverage strength. It features an energy-efficient flow-through water heater that virtually eliminates pre-heat time because it only heats the water needed per beverage, and requires just a brief pause between uses. Also, it has a sleek and space-saving design, fully automatic operation and an integrated LED user interface. The two-step height adjustable and removable cup stand means that this unit is suitable for most cups, including travel mugs and heat-proof glasses.

LightAir

The LightAir IonFlow 50 air purifier cleans the air of the smallest and most harmful pollutants, the company says. When in continuous operation, it is extremely effective eliminating the smallest airborne pollution particles and does not generate and emit ozone as do some other air purifying systems. LightAir IonFlow 50 is small and moveable with clean lines, slim silhouette and transparency that offers consumers a stylish alternative to typical industrial looking air purifiers.

Saeco USA

The Nina series completes the company’s BMW-designed line of brewing machines with a traditional, portafilter machine that complements the automatic Primea, Talea and Odea machines introduced last year. The BMW Group designed the exterior of the Nina with sleek lines, compact construction and a modern color palette.  It features a stainless steel boiler, which provides increased resistance, a longer life, increased temperature stability, and increased steam quality and quantity. The Nina line consists of three models: the Nina with manual controls and Panarello frother: the Nina Cappuccino with an automatic Cappuccinatore frother and beige exterior color; and Nina Bar with a touch electronic dosing system and control panel.

Amcor

The NanoMax portable air conditioner is design for localized cooling, eliminating the need to cool an entire home or apartment, and allowing the end user to cool only areas that are inhabited. Its compact, A/V inspired form factor allows it to blend with interiors.  The units’ self evaporative technology uses the moisture from the air to cool the units’ internal coils, making the NanoMax run more efficiently.

Illycaffè

The Hyper Espresso features an innovative capsule system that the company says will revolutionize coffee preparation, consistently yielding the perfect shot of espresso with the push of a button. The Hyper Espresso method utilizes a complete extraction system that functions with a two-phase preparation process. The first step is hyperinfusion, in which the coffee and water come into contact under optimal pressure conditions. The Hyper Espresso method’s new elasticized valve seat helps to enhance the espresso’s natural flavor and aroma. This is followed by the emulsion process, in which the coffee passes through a valve to form a rich and velvety crème (the thin layer of foam at the surface of the espresso) with a fruity, floral and chocolate aroma. The Hyper Espresso method’s crème yields 70 percent more volume and 20 percent more height than a traditional shot and can last up to 15 minutes as compared to an average espresso’s 5 minutes.

Fagor

The company’s new portable induction cooktop provides precise and instant heat and cooks 50 percent faster than gas and electric. Designed with a high quality, durable Eurokera glass top and stainless steel trim, it measures 12 in. x 14 in. and weighs 8 lbs. It also features a built-in, countdown digital timer up to 180 minutes, a digital touch control panel, and six power levels with temperatures ranging from 190 DegF to 430 DegF. An auto-pan detection feature ensures that the unit does not generate heat and will shut-off automatically if no cookware is detected. Other features include a child safety lock, low- and high-voltage warning system, and diagnostic messaging.

Vita-Mix

The Vita-Mix 5200 household blender features a more efficient 2 HP (peak) motor that ensures whole foods are completely pulverized – seeds, stems, skin and all. By rupturing cell walls and creating more surface area, the Vita-Mix releases the full bioavailability - and flavor - of foods. Even the tiny seeds from the strawberries will be broken down completely, releasing their maximum nutritional value. The new flagship blender can do the work of 10 kitchen appliances and perform 35 different processes without any separate attachments. These include five that no other single kitchen appliance can handle: making ice cream, grinding grains to make flour, kneading dough, making whole food juice – even making piping hot soups heated by nothing more than the blades spinning at 240 MPH. The Vita-Mix 5200 also features a new container made from a new material by the Eastman Chemicals Tritan copolyester, a shatterproof material that is BPA-free, a first in the home appliance market.