Jelmar LLC

About the product


Alison Gutterman is President and CEO of Jelmar LLC., a third-generation consumer and industrial cleaning products company. The company makes both the CLR® and Tarn-X® brands of products which are American-made, environmentally friendly, and specially formulated to solve tough and delicate household cleaning problems. These products are sold in hardware, do-it-yourself, grocery and drug chains, throughout the US, Canada, Mexico and Australia.

About the company

A dynamic innovator, Gutterman runs her business with an eye to the future. In keeping with this innovative spirit and a commitment to enable women to contribute meaningfully to the economy, Gutterman will be one of the first WBEs to utilize the Women Owned Business logo, on CLR products. For example, the logo will be featured on a billboard in August advertising CLR products on a major thoroughfare in Florida. 

“I believe this logo will be beneficial in highlighting the many well run companies who have great products and services that we use on a daily basis. It will showcase the innovation that grandmothers, mothers, sisters, and daughters use to solve everyday problems.”

While she believes that any product or service must compete based on its superior level of quality or value to the consumer, Gutterman makes the case that the logo should be visible to help advance women’s business growth.

“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,” she says. “This is especially crucial for us to understand due to the lack of women’s representation on major corporate boards and government.”

-Alison Gutterman

Additionally, Gutterman points out that every great company started with an idea of how to do something better. When women start companies that bring a new product or service to the marketplace – from cleaner energy to technology, consumers should be aware of that.

Certified as a WBENC-Women’s Business Enterprise (WBE) since 2010, Gutterman has pursued new markets and marketing for Jelmar throughout her career at the company. While the vast majority of the company’s sales come from retail stores in the U.S. and Canada, she sees the opportunity to bring the products to the jan/san and industrial market – from cleaning coffee pots in airline fleets to shower heads in hotels.

She has also advanced her company’s established advertising program to include social media and mobile applications. Their recent survey on Americans’ cleaning habits landed CLR products on the “Today” show.

Gutterman joined the family business twenty years ago after graduating from Syracuse University with a major in speech communications. Her first job was reading customer service letters, a valuable introduction to a business that has since required her to stay ahead of and meet customers’ needs.

Since then she has worked in all areas of the company and rose to become President in 2008 and more recently CEO. Gutterman is a member of C200. She is on the Advisory Board of ENACTUS, an international non-profit that brings together academic and business leaders to enable students to create and implement community empowerment projects around the globe. She completed an MBA from the Kellogg School of Management in 2002.

She is also committed to seeing girls all over the world become well educated and participate in the economy. “This logo may inspire young girls to dream and create businesses that can change the world.


Company Name: Jelmar, LLC
Founded: 1967
WBENC-Certified: 2009
Headquartered: Skokie, IL
Twitter Media: @CLRCleaners
Retail: CVS, Target, Walmart, Rite Aid, Walgreens, Safeway, Wegmans, Home Depot, and many more. Find a retailer near you.