The use of the trade mark “PIEDRA NATURAL” was initiated by the European association “EuroRoc”, of which the Spanish association of natural stone (“Federación Española de la Piedra Natural”) is a member. Said trademark is now used in Spain, Norway, Sweden, Finland, Poland, the Czech Republic, Hungary, Austria, Italy, Switzerland, France, Belgium, the United Kingdom, Ireland and Portugal.

The goal behind launching this trademark was to distinguish natural stone products from those that are not and so that, when the trademark is used, the distributor, dealer, architect or final consumer is ensured that the material they are acquiring is actually natural stone.

Different initiatives have been taken in several countries so that use of the trademark be adopted by extraction companies or those that produce natural stone, thus meeting the goals set when the trademark was launched. However, further steps need to be taken so that the final consumer actually links the trademark to the product and asks for it by name, in order to make sure that what they are acquiring is authentic natural stone. Thus, a way to make this link truly effective must be found