The ecological challenge.
Nowadays it is easy to hear about zero km products, i.e. the raw materials come from the place where they are transformed. However, in the early 1960s/1970s, when Romano Minozzi decided to buy the quarries in the Reggio Emilia Modena area in order to develop Iris, the concept of zero km was light years away from even being stated. Iris stated it with facts.