Due to be launched in October, the programme will be based around a consumer website, "www.eco3home.com", where shoppers will be able to find out about AHFA manufacturer or importer members participating in the programme. Information on features such as recycled components, and sustainable resources, bio-based or certified organic sources will be included. The Eco3Home programme will include hangtags, in-store brochures and other point-of-sale signage, but will focus on communicating information through the website. The AHFA said it will use dealer feedback, gathered from an online survey, to determine what other point-of-sale store signage will be necessary.

Consumer marketing materials will emphasise that the Eco3Home label identifies products that carry a safety, health and environmental promise from the manufacturer. Those promises include:

• Safety: Eco3Home products meet or exceed federal safety standards, and industry-adopted voluntary standards. For upholstery manufacturers, an Eco3Home product must meet the voluntary UFAC fire safety standard until superseded by a federal standard.
• Health: Eco3Home products meet or exceed federal standards regulating the emission of unhealthy chemicals, such as formaldehyde, as well as the presence of unhealthy substances, such as lead. Further, Eco3Home products must use only paints, stains and finishes with low VOC emissions and only fabrics and foams with no PBDEs (polybrominated diphenyl ethers, key ingredients in some flame retardant chemicals).
• Environment: All Eco3Home products are to be made by companies that are engaged in ongoing efforts to conserve water and energy, reduce waste and increase recycling. They must demonstrate that they have taken specific measures to "green" their supply chain and are using raw materials and construction techniques designed to have a minimal impact on the environment.

Companies that use the Eco3Home product registration must complete the AHFA's Enhancing Furniture's Environmental Culture and Sustainable by Design programs, both of which focus on efforts to improve environmental practices. Following a pilot, AHFA will begin reviewing additional Eco3Home registration applications in January 2011.

The American Home Furnishings Alliance, located in High Point, NC, and Washington, DC, represents more than 240 furniture manufacturers and distributors, as well as nearly 200 suppliers to the furniture industry worldwide.