Selling Healthy Hardwood Flooring

Dealer Resources for Selling LIFECORE Flooring

It’s no secret that there is a heightened awareness for environmental and ecological concerns and growing frequency of these issues in the news and on social media. Consumers not only continue to seek sustainable products over conventional ones but are acutely aware of how unhealthy products can affect their home and health as well.

With people spending over 90 percent of their time indoors, the incidence of Asthma and Allergies continues to rise with research showing that over 60 million people and 1 in 3 homes are affected. So, it’s no surprise that consumers are opening their wallets to products focused on wellbeing, paving the way for a steady growth opportunity for green-friendly manufacturers and the retail outlets that carry them.

Why It’s Important to Your Business

A recent study from Nielsen shows that consumers spent $128.5 billion on sustainable products in 2018, and this will only increase with each new generation.

Nielsen Sustainable Product Sales in United StatesIf you’re not already promoting healthy hardwoods, now’s the time as this market is only going to grow. An earlier Nielsen poll from 2015 showed that 73% of Millennials (23-38 years old) are willing to pay more for sustainable and green-friendly products. Generation Z (5-22 years old) is being raised on this philosophy and makes their purchases accordingly. As these demographics age with each passing year, they will eventually comprise the majority of the marketplace.

What’s the Best Approach?

An informed staff, plain and simple. Millennials (and younger) have grown up in an age where social consciousness is expected of EVERY business. If you advertise that you carry environmentally friendly flooring but your staff is not able to offer insights and field questions from consumers they’ll shop elsewhere.

Use Available Resources

As a manufacturer of healthy hardwoods, LIFECORE® has been at the forefront of providing homeowners with critical information and certifications to reassure them while making this big purchase. Contact us. We are here to help.

The following guide includes some of the most frequently asked questions with regard to environmentally friendly hardwoods and some links to our website and blog for additional information.


VOC stands for Volatile Organic Compounds, which exhibit high vapor pressure at ordinary room temperature. This allows them to emit chemical particles into the air through vapors or gases, in what is also referred to as “off-gassing.” VOCs can significantly affect air quality, impacting our personal health as well as the environment as a whole. Many items inside the home comprised of synthetics or treated with coatings, adhesives, and sealants containing formaldehyde, one of the most common VOCs. With flooring, the sheer square footage makes it a major contributor.

LIFECORE Zero-Add® TechnologyLIFECORE’s innovative, ZERO-ADD® technology allows us to produce non-toxic flooring that has ZERO formaldehyde added during the manufacturing process. As a result, our floors have among the lowest levels of formaldehyde on the market without affecting the performance or durability of our product.

LIFECORE also recommends the use of Low VOC adhesives and cleaners.


Green refers to any product or practice related to benefiting the environment.


This term literally means a product or practice is not harmful to the planet. It’s most commonly used to refer to products that help conserve resources like water and energy and do not contribute to air, water, and land pollution.

LIFECORE is the manufacturer and our hardwoods are classified as both green and eco-friendly.

CARB Compliance

Phase 2 Carb Compliant LogoCARB stands for California Air Resources Board, a regulatory body that ensures products (including engineered hardwood flooring) stay well below acceptable levels of formaldehyde for better air quality.

LIFECORE’s ZERO-ADD technology ensures that our flooring has among the lowest levels of formaldehyde on the market.

  • Carb 2 Acceptable Level: 0.05
  • EPA Acceptable Level: 0.04 – 0.05
  • LIFECORE® Flooring Products level: 0.005 – 0.015 (range based on the natural level of formaldehyde in the wood)

Lacey Act

Lacey Act Compliant LogoThe Lacey Act is a U.S. federal conservation law. It was initially enacted in 1900 to protect wildlife and amended in 2008 to include plants and plant products, including wood. In the wood flooring industry, the Lacey Act prohibits the import, sale or trade of illegally harvested wood and other forest products in the U.S. To comply with the Lacey Act, all wood flooring imported into the U.S. must include a detailed declaration and chain of custody, starting at the forest of origin. All parties in the supply chain are subject to penalties and fines for noncompliance with Lacey. Fines can be assessed for both civil and criminal violations.

LIFECORE flooring is Lacey Act compliant.


With a much higher standard than “green,” a sustainable product must provide environmental, social, economic, and public health benefits over its entire life cycle. For instance, a product made from renewable resources is considered green, but if an analysis of its life cycle demonstrates that its manufacturing process, packaging and ultimate disposal are not eco-friendly, it would not be considered sustainable.

LIFECORE floors are proud to be sustainable in both our product and our practices. Read more here.

Responsibly Forested

Responsible forestry practices ensure that a forest and/or its eco-system will not be depleted in order to harvest trees for use in wood products. Examples of responsible forestry practices include applying sustainable harvesting methods to specific forest types, tree-planting programs to replenish harvested areas, or just leaving some areas uncut. Responsible forestry can also mean lessening the disruption to streams and wetlands and water quality during harvesting.

LIFECORE uses a method of responsible foresting called “selective harvesting.” Read more here.

Green Certifications

Green certifications involve a lengthy evaluation process and extensive factory and product testing to prove a product meets rigid criteria. A company should only feature a green certification logo on their website if all products they carry meet the criteria.

However, many companies who act as brokers and source products from various mills will display a certification logo on their site even if it only pertains to one product, giving the impression that all products on the site have this certification. This is called “greenwashing,” and it’s not only misleading and unethical, it puts the consumer in the terrible position of wondering if the flooring they have brought into their home is as green as they were led to believe.

LIFECORE is a manufacturer, not a broker. LIFECORE has complete control over the quality and consistency of its products, from foresting to finishing, and therefore has fully-earned each of its certifications. Learn more about LIFECORE’s green certifications.

SCS Indoor Air Quality Gold LogoFloorScore LogoPhase 2 Carb Compliant Logo