In the beginning of June, 2014, the official results of of the impact study were released at a a CEO Roundtable Dinner at FOX Theater, hosted by Park 20/20 in Hoofddorp, just outside Amsterdam in The Netherlands.
The Cradle to Cradle Products Innovation Institute commissioned Trucost to develop an assessment framework to determine the effect of Cradle to Cradle product optimization and certification on business, environmental and social impacts of products. We provided the results first to an exclusive, high-level group of supporters and stakeholdersl.
Roy Vercoulen, Vice President and head of European Operations, introduced the Vision of the Cradle to Cradle Products Innovation Institute and its commission to Trucost. The President, Mrs. Bridgett Luther, gave a presentation about the history and the founders of the Institute, presented the impact study results and shared a special thanks to the original supporters, early adopters and funders of the Cradle to Cradle Products Innovation Institute. Additional thanks were given to Trucost, for this initial research showing the value of Cradle to Cradle certification, and to participating companies: AGC Glass Europe, Aveda, Construction Specialties, Desso, Ecover, Royal Mosa, Puma, Shaw Industries, Steelcase, and Van Houtum.
After the presentation of the results, Rob van Hattum, who filmed “waste equals food” moderated a of the value and key findings. Participants includedIngrid Lanzl of AGC Glass, Owen Zachariasse of Park 20/20, and Richard Mattison, CEO of Trucost. Followed by a dinner where the participants had the opportunity to continue discussions.
The report’s findings were enthusiastically supported by the invited audience.
For example, Annamarie Rakhorst, the founder of Search, said, “This report shows the positive impact of C2C certification, from a business case. It shows that C2C certification can be used to make money and profits, and this will make C2C attractive to business leaders.”
Tijn van Elderen, CEO of Brabantia, a Dutch company which makes products for the home, said of the report: “This report has made our company proud, and our efforts to product C2C products proud. Clearly, it shows that C2C is the only way forward for companies. This report will help businesses understand that C2C is not only good for our environment, but it is good for their bottom line.”
Aart Roos, CEO of Koningklijke Auping, reacted by saying, “C2C has helped us greatly as a company. It is a linchpin and a set of guidelines to our suppliers. C2C is the only way to go forward, and this report shows that going down that path is not only good for the environment, but good for businesses which follow this path.”
The study assesses the business, environmental and social impacts for 10 companies and certified products and for the first time offers a framework for measuring the value of Cradle to Cradle certification.
The report details the business benefits from early innovators who undertook the rigorous certification program that is the Cradle to Cradle Certified™ Product Standard. Companies in the report include AGC Glass Europe, Aveda, Construction Specialties, Desso, Ecover, Mosa, Puma, Shaw Industries, Steelcase, and Van Houtum. The study reveals business benefits, including reduced costs, improved product value, new revenue streams and avoided risks. It illustrates the structural cost reduction through re-using product material and increasing resource efficiency. By avoiding traditional resource markets and by reducing dependency on non-renewable energy, the report shows companies’ risk was reduced from volatile commodity prices and supply disruption.
The elements of the study are now available at: www.c2ccertified.org/impact