00:00 Sustainability, durability, quality.
00:03 Mapei at the Bologna fair has focused on innovations in the world of pose and building,
00:08 being increasingly attentive to new materials and to the responsibility towards people and the environment.
00:14 It is an important fair because 40 years of history show how a company like Mapei is
00:21 recognisable for its ceramic compressor, for the development of the tile,
00:26 and it has allowed Italy to go around with its tile and conquer new markets all over the world.
00:34 At the fair, Mapei has brought new products to CO2 emissions, completely compensated.
00:40 11 years ago we launched the Flexmax S1.0, which was the first CO2-compensated glue,
00:47 in which all carbon residue emissions due to the raw materials of quality that we use
00:53 were compensated by buying loans for construction projects,
00:58 incentives for renewable energy or reforestation.
01:02 And this year we have continued with you.
01:04 After realising that a single adhesive was not enough,
01:07 we decided to compensate for the most iconic product we have, Ultracolor, which was the best-selling leak.
01:13 Well, today, this year, I am happy because we can say that this project,
01:18 which we launched as a bet 10 years ago, has been very successful and is even more successful now.
01:24 And so this year we decided to extend the range of our products of the Zero line, CO2-compensated,
01:31 not only those two products but others, choosing practically all the most important products
01:39 of our sales range and transforming them into CO2-compensated products.
01:45 With new technologies and new materials, the importance of the poser becomes central
01:50 for the entire range of the ceramic compartment.
01:52 Once there were small formats, materials that were less durable,
01:57 and today we are moving towards large formats, low thicknesses,
02:02 and these materials have become much more difficult to pose.
02:05 So Italian ceramics have been very committed to developing posing systems
02:12 that would allow the posing of this ceramic, even more beautiful and even more durable,
02:18 but more difficult to pose, making it just as easy,
02:21 also thanks to the accessories, and beyond the collar, but above all thanks to the posers.
02:28 And to evolve in this direction, training is essential.
02:34 In this direction, Confiduosa Ceramica has really worked 10 years ago,
02:38 trying to build an official structure that would attract the posers
02:46 and allow them to receive this training, which is so fundamental today,
02:51 especially with the new formats.
02:53 Here we are in the city of Posa, which is owned by ASSO Posa,
03:00 founded 10 years ago, which has this very purpose,
03:03 to train the poser for these new technologies.
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