19 November 2007

Living on Wood - Real Wood Initiative

The European Federation of the Parquet Industry (FEP) is elaborating a new project entitled “Living on Wood/Real Wood”. The FEP secretary general Mr Endre Varga explains: “It is a streamlined effort to educate the end customer about the multiple and inherent advantages of real wood floorings, which materialised in a brand new, consumer oriented and informative website, with the Real Wood label as basic cornerstone of recognition: www.realwood.eu.
Under “real wood”, FEP understands solid, multi-layer and veneered floorings. This website is presently online in an English, German, Spanish and French version, and the frequency of daily visits is constantly increasing. An additional Polish language version is imminent.” Already 44 prominent parquet producing companies have joined the campaign and were authorised to use the real wood logo. A majority have also linked their company websites to the Living on Wood site and the remaining ones are bound to act accordingly within the shortest of delays.
To make its label and marketing campaign a real success, the parquet producers call for the spontaneous willingness of all stakeholders involved – i.e. also trade, retailers and distribution – to join the initiative with the expected motivation. In this context, the industry is faced with the all-important task to transfer the core message to the parties concerned and inform them in detail about both the advantages that the initiative carries for them, and the related actions that are expected.
According to the Mr Endre Varga, “A chain is no stronger than its weakest link and it is only when all the links are firmly joined that the circle will be completed and that the Real Wood initiative will have a real chance of success. So, there is still a lot of work to be done and no time to waste.”