The Spanish Association of Wall and Floor Tile Manufacturers (ASCER), with financing from the Generalitat Valenciana, is launching a campaign titled “The secret ingredient,” aiming to shine a spotlight on the attributes and values of the European ceramics industry, such as its respect for the environment.
The campaign contends that ceramics are, by their very nature and due to their lifecycle, sustainable materials. The raw materials which make up the ceramic pieces come from the earth and, together with the water and firing fuel, comprise a natural, high-quality product. What’s more, ASCER says, European manufacturers comply with strict quality and sustainability standards, implementing the latest available technologies to improve energy efficiency and reduce environmental impacts, demonstrating a commitment to efficient resource use throughout the production process and reusing materials.
Some widespread measures in the European ceramics industry include:
Replacement of energy vectors with those which produce fewer emissions in the stages where it is technically feasible: use of electricity from renewable sources, electric vehicles, high-efficiency cogeneration, natural gas in kilns, etc.
Life cycle analysis (LCA) to optimise manufacturing processes and guide companies in the reduction of environmental impacts throughout the product life cycle.
Implementation of voluntary eco-labels such as DAP, which offer precise and transparent information about the environmental impact of a product throughout its life cycle.
Residual heat recovery from kilns for use in other stages of the process, the use of ever more efficient burners and kilns, and high-efficiency cogeneration systems which provide 20% savings on primary energy.
According to Ascer: “The campaign is composed of a main audiovisual piece with emotional content telling the story of how European ceramics are present in every moment of our lives, accompanying people from the perspective of the Secret Ingredient, where we underscore our tradition, customs and history, our social and environmental commitment and our respect for people. We do so by constantly shining the spotlight on European ceramics and raising awareness about what makes these ceramics unique materials: respect.”
The campaign will be launched in Germany, France, Italy, the United Kingdom and Spain via digital platforms and amplified in traditional media.
www.portal.ascer.es
