Those who buy a product are increasingly more informed and conscious of the importance of preserving our natural heritage and increasingly more willing to carry out an active role in environmental protection. These people want to know whether the object they are purchasing has been manufactured in compliance with a philosophy and a production process that respects the environment and protects the health of Man. Many companies call their products "ecological", but "ecological" means "no environmental impact" and we know very well that nothing constructed by man has no impact at all on the environment.

Due to the fact that there is no such thing as a law that establishes parameters to define a product as "ecological", industries can use this adjective at will, and this creates confusion and mistrust in the consumer. Therefore, for clarity and to develop a critical conscience, a purchaser of consumer goods must gather information to understand whether the product concerned has really been designed and constructed respecting the environment.

For centuries, profit has been the main aim of industries. The consequence is that important aspects such as product quality, safety and non-toxicity have been overlooked. Therefore, respect for the environment and for Man, which should be the first concern of a company towards the world and its inhabitants, is not often translated into actions that are worthy of mention.

All this has resulted in an abnormal consumption of resources, the pollution of the earth, of water and of the air and the accumulation of a large debt with nature that grows exponentially to the detriment of future generations. Practical and ethical reasons impose a U-turn in order to transform the destructive economy of the industrial era into a new way of conceiving the production of goods and services that contemplates the recovery of our planet's health and improves the quality of our life.

Valcucine has been pursuing the satisfaction of the consumer's needs for years by continuous and in-depth research into ecologically-sustainable design (green design). This means planning and manufacturing durable, recyclable, dematerialised products having very low toxic emissions, or even none at all, and that do not use wood coming from primary forests.