The Three R’s for 2020-2021 Rethinking, Reinventing, Restructuring

Some of you might be too young to remember the Three R's. I have vivid memories of being taught Reading, 'Riting, and 'Rithmetic. Okay, I am showing my earthy years, but stay with me.

With what our nation is struggling through economically and with no clear end in sight, I have been thinking about the “Three R’s” – not the three I was taught, but three for today’s times. Rethinking, Reinventing, and Restructuring.

We all know adapting is a form of survival. To have a profitable and healthy future, we need to adapt by Rethinking how we do business, then Reinventing and Restructuring our business models. This holds true to both our individual businesses and CFI.

Your CFI Board has embraced and succeeded in Rethinking for the future of our great association. While we bridge the gap between our membership of cleaners and industry leaders, affiliates, distributors, and educators, our vision remains the same. CFI is recognized as "The Association" who is unified and empowers its members.

CFI, clearly acknowledges, a significant part of our Restructuring success is because of your dedication and participation. You have embraced the modernized website where members are accessing their benefits, continuing education, resources, and networking - faster, easier, and safer. Restructuring continues and will bring added value to your membership benefits. We are expanding benefits with new accredited classes, extensive discounts, implementation of the next phase of webinar series, and introduction of a marketing campaign to reach cleaners nationwide.

My Presidential terms have been rewarding. As your President, I am honored to be the architect orchestrating such a monumental restructuring of CFI. As I transition from President to Chairman of the Board, I remain committed to CFI and its Rethinking, Reinventing, and Restructuring.

It takes your participation, it's your association, get involved, nominate and vote. I passionately believe 2020-2021 Membership year will prove to be one of growth, profit, and a healthy future.

Charlene Locke
CFI President 2018-2020

Important Links


Newsletter and Presidents Message

CFI Phases Forward Together

I was once told, "If you look forward, you won't stumble on the stones behind you." I find myself referring to this statement now, as I look at what lays ahead, after emerging from a pandemic driven economy. The last few months have been an eyeopener, for all of us, on so many levels. Yet, when I have spoken to CFI colleagues I am comforted in a shared optimism for continued growth and prosperity for our businesses.

The secret to success is adapting and CFI is adapting by looking forward. As we phase through June and July 2020 with on-line meetings at, we plan to continue being on-line while resuming actual social meetings in August 2020.

Your CFI Board continues working on our collective vision; making the CFI brand nationally recognized. We will continue to couple with our longtime supporters, industry leaders, and Associate Members to adapt the groundwork that we have been building to move forward with this vision. We are adapting and phasing CFI to provide cohesive and balanced Chapter meetings membership wide. CFI Directors are working together to create great on-line Chapter meetings for all members while phasing in our Regional Chapter meetings for our members to gather and socialize. All meetings that provide an educational component will continue to be acknowledged by IICRC and receive Continuing Educational Hours ("CEH") as a membership benefit.

CFI and its members are there for each other to share knowledge, offering their skills, and giving support in any way needed. Always building, adapting, and looking forward! As a 2nd generation CFI member, I can truly attest that members are vested in each other's success. I want to personally thank all of you for your support and for being an important part of CFI.

Charlene Locke
CFI President 2019-2020

IMPORTANT MESSAGE from Your CFI Board About COVID-19 and Upcoming, First-Ever, On-Line Meeting

Dear CFI Members, Families, Suppliers, and Vendors:

Like you, we are deeply concerned about the impacts of the Coronavirus (COVID-19) to our membership and the communities served. In order to provide information to our membership, the CFI Board has been closely following developments concerning the outbreak of COVID-19.

We plan on sharing this information provided from the recommendations and guidelines issued by the CDC and WHO at our upcoming, first-ever, on-line, This meeting is a FREE benefit and exclusively for current CFI members in good standing. All members will receive a separate email with meeting agenda and login directions.

Click here to register for the meeting.

At this time we know of no confirmed instances of COVID-19 at any facility we are scheduled to visit. However, the Board voted to suspended non-essential travel and scheduling of classes or events out of an abundance of caution for the safety and well-being of all. This includes cancellation of the CFI Fabrica Mill Tour. The Experience Conference and Exhibition in Ohio has been cancelled by their event coordinators. If you have any questions, please reach out and contact me.

We are also encouraging our CFI members, their employees and family members to continue taking preventive measures based on the CDC's guidelines. At this time we all should be focused on preparedness, precaution, and prevention, not panic.

CFI appreciates all your patience during these times. We appreciate your membership, partnership, your business and continued support as we all navigate through this current economic occurrence. We understand this is a tough period for our industry with many challenges.

I look forward to seeing our members at the upcoming where we are planning to provide information from a reliable industry authority, who can answer our questions directed towards our business practices as we move forward. Remember, all members will receive a separate email with meeting agenda and login directions.

We are optimistic the spirit of social distancing will prevail and look forward to a speedy recovery.

Charlene Locke
CFI President 2019-2020

Until Further Notice, The Upcoming Events & Classes Are CANCELLED

CFI Fabrica Carpet Mill Tour - CANCELLED

Fabrica Canceled
This event was scheduled for Tuesday March 24, 2020

The Experience - CANCELLED

the-experience canceled
This event was scheduled for April 1, 2, 3, 2020


Announcements regarding Jon-Don will be updated as CFI is notified. Contact Jon-Don directly for further information.

CFI, First-Ever On-Line, Details to Follow Soon

Please keep your eyes open for an email with directions to join our first-ever This on-line meeting answers as many questions possible during these changing time.

CFI 2019-2020 Board Members

  • Chairman of the Board - Matt Cole,
  • President - Charlene Locke,
  • Secretary-Treasurer - Roby Harris,
  • NorCal Director - Open Position
  • Central Coast Director - Jose Solorzano,
  • SoCal Director - Terry Jones,
  • Emeritus - Ralph Denning,

We are Off and Running in 2019-2020!

It's official, CFI has a new Board of Directors, sworn in at our 65th Annual Meeting on September 18, 2019 in Las Vegas. We thank Andy Smith and Mark Goodman, our out going Northern and Southern California directors, and welcome back Terry Jones our new CFI Southern California director.

Our annual meeting and award ceremony was well attended by CFI members, Associate members, industry leaders and past CFI Presidents. Attendees were further versed on the added benefits of membership and the CFI vision to once again become a nationally recognized association. Our membership is strong and multi-talented within our own association. Together, we can ensure growth.

I want to personally thank those members who spoke to me directly about becoming involved by offering their time and turning a vision into reality.

The award ceremony that honors those who have given direct support to CFI and to our industry was impact-full, moving, and a surprise to our winners. We would like to extend a hearty congratulations to those deserving winners. In no particular order, here they are:

  • The Dick Mapelsen Award - Jose Solozano
  • The Joe Laurino Award - Greg Millitello
  • The Carl Willmans Award - Ivan Day founder of Procyon and accepted by his family

CFI booth in the exhibit hall was very well attended by members, non members and other exhibitors inquiring on how they can collaborate with CFI to achieve mutual goals. Your board will work within our industry to continue to bring additional value to membership, increase benefits and achieve our vision.

This year brings multiple Meetings, Events, and Education Classes. Please take a moment to read, familiarize, and share some of the great upcoming events already scheduled.


Charlene Locke

CFI President 2019-2020

Carpet and FabriCare Institute turned 65 in February

Longevity … we all want it …. we all strive for it …. but how do you achieve it? I would say the answer lays in looking at those, who have achieved it. CFI has achieved longevity.

One of the ways CFI has achieved longevity is by collaborating with Associate Members and supporting and giving back to Firm Members. CFI is made up of Members, for Members, together we care for one another and together we support each other. Your Board of Directors are industry business men and women who have the same challenges. CFI doesn’t turn a blind eye or deaf ear to our struggles, we look for solutions and resolutions to help members achieve their goals and assure longevity. Each and every one of us has value and can contribute to assure longevity.

In keeping pace with our competitive industry and to provide support to membership, CFI continues to evolve and strives to give value to membership.

I encourage you to get involved in CFI on some level. This can be as simple as attending or hosting Chapter meetings, supporting your Director or attending an event or class. The relationships you build with other members, builds a foundation, money can’t by and will last a life time.

I am proud to serve as CFI’s 65th President and I envision a stronger CFI in the years to come.

Happy anniversary CFI and to all the members who make up the legacy of CFI.



65 years is a testament to CFI’s strength and commitment to its members.