Sundberg-Ferar conducted a Genesis™ strategic innovation exercise to identify new product opportunities in the kitchen cabinet category. CoreGuard™ was one of the concepts to emerge from this exercise and is the first of many concepts to go into production. As a result of extensive research, we observed that a significant number of U.S. homes had water damage in the under-sink cabinet. SF encouraged the Merillat brand to go to market with a water resistant sink base cabinet. Bucking traditional wisdom and manufacturing paradigms, SF and Masco Cabinetry together created an entirely new cabinet construction methodology. The CoreGuard™ product has given Masco Cabinetry a first-mover advantage with a unique and patented technology that solves a critical market need in a highly competitive category.