Ellen MacArthur investigates Dutch businesses employing the Cradle to Cradle concept

September 7th, 2011 by Ellen MacArthur Foundation

Ellen MacArthur visits the Netherlands to investigate the circular economy and the cradle to cradle® concept.

Steff Kranendijk, CEO of Desso said “It doesn’t make sense that we live in a linear economy like we do now.  All the things we make are thrown away or incinerated so we have decided that it is a good idea to boost the circular economy, and that is why we adopted the Cradle to Cradle® concept.”

“The Cradle to Cradle® concept is about making products with such pure materials that they can be recycled endlessly.  It is so logical.  Why wouldn’t you make products of safe and pure material if it is do-able?” Steff Kranedijk asked.

“What we see now is that industries are picking-up Cradle to Cradle ®, circular economy, Bio-mimicry, – concepts like that and are moving ahead,” said Marieke van der Werf, MP and former manager Environmental Education.

Dame Ellen MacArthur said to Steff Kranendijk “you use Cradle to Cradle ® as a business opportunity. ” He replied “if you look at our market share it went up from 15% to 21% and our profitability went up.  This gives credibility to the Cradle to Cradle ® concept.  That enables me to convince other entrepreneurs to take the same route.”

“In circular economy type of solutions, you can never do it alone.  You need collaboration in the chain to make it happen,” said Theo Jongeling of DSM.

“”As a company, it is much more interesting because you can become an organisation with a positive agenda.  Up to now everyone is trying to minimise the things they don’t do right but that is not the right way.  You have to do everything ‘right’ from the beginning,” said Henk van Houtum, MD of Van Houtum B.V.

“In nature there is no waste; we see a circular economy.  If we do the economy on the basis of these ecology principals you see that there is no antagonism anymore between ecology and economy and they are harmonised,” said Professor Louise Vet, Director of the Netherlands Institute of Ecology.


Visit the Ellen MacArthur Foundation for more information about the circular economy.


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