On the 14 and 15 September in the UniCredit Pavilion in Milan the third edition of the Forum took place to discuss ‘Cleaning as an absolute value’,two days of meetings and discussions about the key themes of professional cleaning. This edition saw an important step – greater involvement of everyone in the chain, hot topics like the new frontiers of innovation 
with the 4.0 industry, e-commerce, new frontiers of offers, work procurement and the future, learning and training – these were the themes. There were over 400 participants in the two days, 4 round tables, 30 speakers and three lectures: significant numbers …
There were many important visitors. As Toni D’Andrea, chairman of Afidamp Services and creator of the event put it, “The Forum Pulire has seen the presence of high level managers from all over the world. For example, Ilham Kadri, Chairman of Diversey Care-Sealed Air;
Markus Asch, Deputy Chief Executive Officer of Karcher; John Barrett, Executive Director of ISSA; Christelle Lewandowski of INHNI; Adonai Arruda, Director General of the Brazilian Foundation FACOP and Roger Krieg, Director of the Swiss company Reso Partners. These are leaders in their sector who have shown they are ready to share their experiences and innovations with Italy. Particular thanks obviously, to all the sponsors who have contributed to the success of the event and who, once again, have permitted us to raise the threshold of excellence”.
There were also famous names from the business, culture and economy worlds like Vittorio Sgarbi, Oliviero Toscani, Giulio Sapelli and Domenico De Masi, and from institutions like the Deputy Minister for Infrastructure and Transport Riccardo Nencini, Senator Stefano Esposito and Michele Corradino, councillor for ANAC. 
“Manufacturers, distributors, service industries and the final consumers, the whole network of services, has found a common “home” in the Forum Pulire, where they can face their current problems and analyze what is critical and what opportunities there are,” said Virna Re, AfidampFED President, “But the Forum Pulire is also about the future and today is a privileged place where we can discover new intellectual and cultural skills for bringing future success. The 2016 edition is particularly significant because Afidamp celebrates its 35th anniversary this year.
These have been years in which, inside the association, projects have been carried out with passion and commitment. Industrial manufacturing and marketing and suppliers of services have forged a path together, in harmony.” Cleaning as an absolute value, as the first indicator of quality of life. This, from the start, was the key theme of all the topics discussed in the Forum Pulire. Luca Del Gobbo, Lombardy Regional Councillor at the Research and Open Innovation University, made a significant contribution when he emphasized how the health 
and well-being of everyone is necessarily linked to the value of cleaning and therefore to the production and distribution of equipment. These are processes and products which must develop over time, undergoing necessary transformations to meet the needs of the economy and of society as a whole. For the Regional Councillor, the pursuit of knowledge and innovation are the two parallel tracks for the development of the professional cleaning sector. Cleaning companies are in the forefront in the search for solutions and equipment to keep up with the modern world. The Forum Pulire also highlighted the theme of solidarity with the initiative “Oliviero Toscani and the Forum Pulire for the earthquake in Central Italy”.
On the Afidamp e-commerce site here are still some prints available of the photos which Toscani donated to finance support for the reconstruction of the recently destroyed areas. A total of 100 signed, numbered prints was produced for sale at €300. All the production costs were met by Afidamp and all the services used to produce the prints were given free. 
At the end of the project, the total sum of €30,000 will be given to support areas devastated by the recent earthquake.
