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Cradle to Cradle
Andrea JaramilloStudent Msc. Engineering
HerreraIndustrial Design
Cradle to CradleBusiness Case
TheoryTheoryC2C lectures
Books Papers /documents
C2C Expo LabC2C PII
MBDC websiteEPEA website
Practice
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Cradle to CradleBusiness Case
Part 1Cradle to Cradle
Theory
Cradle to Cradle implementation
process
Part 2Implementation
Environment Description
Leolux Staco
Van Houtum
Part 3Comparison
Leolux Staco
Van Houtum
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Cradle to CradleBusiness Case
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Cradle to Cradle Theory
Cradle to Cradle Implementation process
Part 1
Cradle to CradleTheory review
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Philosophy
Improving product quality by moving from being
(eco-efficiency) to becoming (eco-
effectiveness)
'less bad'
'good'
Principles
1. Waste equals food:
2. Use current solar income:
3. Celebrate diversity:
nutrients become nutrients
again
use renewable sources powered by sun
biodiversity, cultural
diversity and conceptual diversity
Application tools
Roadmaps
Defined Use Pathways
Design for Assembly, Disassembly and Reverse
Logistics
Preferred Ingredients Lists (P-Lists)
Cradle to CradleTheory: Cradle to Cradle certification
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Renewable Energy and Carbon
Management
Cradle to CradleTheory: Cradle to Cradle certification
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Program Category
Material Health
Material Reutilization
Water Stewardship
Social Fairness
OVERALL CERTIFICATION LEVEL
Renewable Energy and Carbon Management
Source: Website C2C Products Innovation Institute
Example product score card
Cradle to CradleCradle to Cradle certification - Material Health
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Source: Lecture C2C Design Paradigm I
C2C ABC-X classification ABC-X classification Example
Source: Lecture C2C Design Paradigm I
Cradle to CradleCradle to Cradle certification - Material Reutilization
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Cradle to Cradle® Biological nutrients and Technical nutrients
Cradle to CradleCradle to Cradle certification -
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Renewable Energy and Carbon Management
Annual purchased electricity/heat and direct on-site emissions
associated with the final manufacturing stage of the
product are quantified.
A renewable energy use and carbon management strategy is
developed.
For the final manufacturing stage of the product, 5% of purchased electricity is renewably sourced or offset with renewable energy
projects, and 5% of direct on-site emissions are offset.
Local- and business-specific water-related
issues are characterized (e.g., the manufacturer will determine if water
scarcity is an issue and/or if sensitive ecosystems are at risk due to direct
operations)
A facility-wide water audit is completed.
Product-related process chemicals in effluent are
characterized and assessed.
A basic self-audit is conducted to assess protection of fundamental
human rights.
A full social responsibility self-audit is complete and a positive
impact strategy is developed (based on UN Global Compact
Tool or B-Corp).
The company is actively conducting an innovative social project that positively impacts
employee’s lives, the local community, global community, social aspects of the product’s
supply chain, or recycling/reuse.
Water Stewardship Social Fairness
BA
SIC
BR
ON
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SIL
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Cradle to CradleCradle to Cradle certification process
1.2.
3.4.
5.6.7.
8.
9. 10.
11.
12.
Download the current information and data forms. Talk to EPEA about the procedure. To start the collaboration, you will need to
sign a secrecy agreement and a contract with EPEA. Fill out the applicant data form, the material appendix and the water appendix. If you have suppliers, please forward the supplier data form and the water
appendix to them. Send the completed forms to EPEA. EPEA specifies expected costs. You confirm your agreement in writing. EPEA compiles a profile determining to which extent the respective product
fulfils the Cradle to Cradle® criteria. Included in this is a complete assessment of all materials used in the production process as well as an examination of the production process itself.
If your product contains ingredients assessed as “X” i.e. “red” (recommendation “phase out”). EPEA compiles a summary and suggests a certification level (basic, silver, gold, platinum).
The data and the summary are forwarded to C2C PII for auditing. C2C PII audits the certification process. The final certification level is fixed in
agreement between C2C PII and EPEA. The certificate is sent to EPEA and the certified product is listed on the website of C2C PII.
You receive the certificate, the summary and the certification logo from EPEA. From C2C PII, you receive a trademark license to use the logo and the term Cradle to Cradle®. You countersign the licensing agreement.
The certificate is valid for one year. After one year, it is time for recertification.
1.2.3.
Determine if the product is appropriate for certification. Select an Accredited Assessment Body Complete initial application forms
4.
5.6.
Work with the assessor to compile and evaluate data and documentation
Certification Summary Report Review Re-certification
EPEA
MB
DC
Cradle to Cradle Products Innovation
Institute
Cradle to CradleCradle to Cradle certification process
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
1. Download current information and data forms from our website. 2. Talk to EPEA about the procedure. Sign a secrecy agreement and a contract with EPEA. 3. Fill out the applicant data form, the material appendix and the water appendix.4. Forward the supplier data form and the water appendix to suppliers.5. Send the completed forms to EPEA. 6. EPEA specifies expected costs for the certification. Company confirms agreement.
7. Assessment of all materials used in the production process as well as an examination of the production process itself.8. If product contains ingredients assessed as “X” i.e. “red” further actions (“phase out”) are discussed. EPEA compiles a summary and suggests a certification level9. The data and the summary are forwarded to C2C PII for auditing.10. C2C PII audits the certification process. The final certification level is fixed in agreement between C2C PII and EPEA. The certificate is sent to EPEA and the certified product is listed on the website of C2C PII.11. Company receives the certificate, the summary and the certification logo from EPEA. From C2C PII receives a trademark license to use the logo and the term Cradle to Cradle®. 12. The certificate is valid for one year. After one year, it is time for recertification.
1. Determine if the product is appropriate for certification
2. Select an Accredited Assessment Body
3. Complete initial application forms
4. Work with the assessor to compile and evaluate data and documentation.
5. Certification Summary Report Review
6. Re-certification
Internal Check
InventoryAssessment
Optimization
Certification
Re-certification
MBDC EPEA C2C PII
Cradle to CradleCradle to Cradle certification process
1. Determine if the product is
appropriate for certification
1. Download current information and data forms from our website
6. EPEA specifies expected costs for the certification. Company confirms
agreement.
2. Select an Accredited
Assessment Body
3. Complete initial application forms
INTERNAL CHECK
7. Assessment of all materials used in the production process as well as an examination of
the production process itself.
8. If product contains ingredients assessed
as “X” i.e. “red” further actions
(“phase out”) are discussed. EPEA
compiles a summary and suggests a
certification level.4. Work with the assessor to compile and evaluate
data and documentation.
INVENTORY ASSESSMENT OPTIMIZATION
9. The data and the
summary are forwarded to C2C PII for auditing.
10. C2C PII audits the certification process. The final certification level is
fixed in agreement between C2C PII and EPEA.
The certificate is sent to EPEA and the certified product is listed on the
website of C2C PII.
11. Company receives the certificate, the summary and the certification logo from EPEA. From C2C PII
receives a trademark license to use the logo and the term Cradle to Cradle®.
CERTIFICATION
12. Certificate is valid for one year. After one year, it
is time for recertification.
6. Recertification
RE-CERTIFICATION
Cradle to CradleProducts development process
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
10. 9. 8. 7. 6.5. 4.3. 2. 1.
CommunicationMarketingProduction / ImplementationProduct Design Development of Positive-ListsABC-X-categorization of ingredients
Development / Prioritisation of criteriaCradle to Cradle scenario: biological / technical cycle?Analysis of product utilisation: Purpose of product?Innovation or optimisation of existing product?
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
11. 12. 13.14.
15.
Define goal Analysis of product utilizationUnintended useDefine the use periodPlanned obsolescenceProduct scenarioDefine the metabolism for the productAdded value (functions)Choose the design
Select materials, define the characteristics, define the content and P-list
Define options for future cradleAdded value (energy)
Support biodiversity? cultural diversity?Support the carbon cycle?, Support the
water cycle? Support the phosphate cycle?Story telling!
Target
Source: Lecture C2C Design Paradigm I
Cradle to Cradle Methodology
Product Development using Cradle to Cradle Design Framework
Source: Lecture C2C Design Paradigm I
Cradle to CradleProduct development process
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
4. Define the use period 10. Select Materials,
define characteristics, define P-list
2. Analysis of product utilization
PHASE 0: PLANNINGPHASE 2: SYSTEM-
LEVEL DESIGNPHASE 1: CONCEPT
DEVELOPMENT PHASE 3: DETAIL
DESIGN
1. Define Goal
1. Innovation or
Optimization
3. Unintended use
PHASE 6: MARKETING
9. Marketing
4. Development/ Prioritization of
criteria
5. ABC-X categorization
PHASE 4: TESTING AND REFINEMENT
PHASE 5: PRODUCTION RAMP-UP
10. Communication
PHASE 7: COMMUNICATION
Development of products using the Cradle to Cradle® design framework Generic product development process
8. Production/ Implementation
Cradle to CradleCradle to Cradle certification Products development&
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Cradle to CradleBusiness Case
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Implementation Environment Description
Leolux, Staco, Van Houtum
Part 2
Cradle to CradleBusiness Case - Environment Description
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Cradle to CradleBusiness Case - Methodology
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Cradle to CradleBusiness Case - Interviews
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Cradle to CradleBusiness Case - Leolux
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Communications Manager
Leolux product classification
Cradle to CradleBusiness Case - Leolux
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
WHY WHAT HOW WHEN WHO WHERE
To show target groups that they produce good products in a
clean manner
Due to the low number of
components
Dining room
and Extra space
External Design
Leolux:
Manager director External Designer Product develop.
Suppliers Portfolio manager
Marketing
Venlo Netherlands
Subliminal message to motivate consumers
to buy products Detail Design
Be prepared for the
future. Customers demanding C2C.
Prototyping
Accredited Assessment Body:
EPEA
Hamburg
State ahead of the official regulations
Production
Next step after their sustainable activities
Be ahead of questions
of journalists and magazines
Implies creativity inside the company
Certification: C2C PII
Europe Sales
Communications Manager
Leolux Environment DescriptionImplementation
Cradle to CradleBusiness Case - Staco
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Ellen Schins
Personal assistant/
marketing
General Director Quality-Safety and
Environmental officer
Jack Thibaudier Marcus Dubling
Staco RK 3 mm steel grating for fence and
cladding
Staco RH 5 mm steel grating for heavy duty
Staco RL 2 mm steel grating for sunshade cladding and fence
Staco RR RH steel stairtreads
Staco perfo AP 3-50 MAW steel grating
and stairtread
Staco perfo AP 3-40 MAW steel grating
and stairtread
Staco Cradle to Cradle certified products
Staco products at the public library, Amsterdam. Source: Staco Redman website
Cradle to CradleBusiness Case - Staco methodology
StacoSuppliersBeco
EPEAMBDCC2C Products Innovation Institute
Internal Check
Inventory
Assessment
Optimization
Certification
Re-certification
Basic Silver Gold Platinum
Products, benefits, budget
Collect data
Evaluate Inventory
Improvement based on assessment
Apply for a Basic, Silver, Gold, or Platinum certification
A year after apply for a renewal certification
Cradle to CradleBusiness Case - Staco
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Ellen Schins
Personal assistant/
marketing
General Director Quality-Safety and
Environmental officer
Jack Thibaudier Marcus Dubling
WHY WHAT WHEN (total
duration) HOW
WHEN (phase duration)
WHO WHERE
Government environmental requirements
Hot-dip Galvanized Steel
Gratings, Stair
Treads, and Perfo Planks
10 months approximately
Internal Check 1 month Staco/Dejo manager director
Netherlands
Environmental awareness of the
company Inventory
4 months approximately
QHS Manager Suppliers
Beco
Wolvega Rotterdam
Floriade Assessment
5 months approximatly
EPEA Hamburg
Environmental benefits
EPEA MBDC
Hamburg USA
Marketing selling point
Certification
C2C PII San Francisco
Recertification 1 month
WHY
Government environmental requirements
Environmental awareness of the company
Floriade
Environmental benefits
Marketing selling point
Staco Environment DescriptionImplementation
Cradle to CradleBusiness Case - Van Houtum
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
General DirectorQuality-Health-Safety
Environment coordinator
Jack Thibaudier Bas GehlenJos Manders
Satino Black products
Cradle to CradleBusiness Case - Van Houtum methodology
Van HoutumSuppliers
EPEAC2C Products Innovation Institute
Identify and select products
Collect data
Evaluate Inventory
Improvement based on assessment
Apply for a Basic, Silver, Gold, or Platinum certification
A year after apply for a renewal certification
Internal Check
Inventory
Assessment
Optimization
Certification
Re-certification
Basic
Follo
w t
his
ite
rati
on
un
til t
he
p
rod
uct
is r
ea
dy
for
cert
ific
ati
on
Follo
w t
his
ite
rati
on
un
til t
he
pro
du
ct is
re
ad
y fo
r ce
rtif
ica
tio
n
Silver Gold Platinum
Cradle to CradleBusiness Case - Van Houtum
General DirectorQuality-Health-Safety
Environment coordinator
Jack Thibaudier Bas GehlenJos Manders
WHY WHAT WHEN (total
duration) HOW
WHEN (phase duration)
WHO WHERE
Customers’ desires in C2C washroom solution
Satino Black toilet paper
2 years approximately
Internal check 2 weeks
approximately Van Houtum
key personnel Swalmen
Higher challenge in
sustainability
Satino Black
hand towels Inventory
From few months to 1
year depends on iterations
Van Houtum
Suppliers EPEA
Limburg area
Austria Hamburg
20% of company profit within 5 years
Satino Black soaps
1 year approximately
Assessment 3 weeks
approximately EPEA Hamburg
Environmental, technical and economical benefits
Satino Black dispensers
2 years + certification
process Optimization
From few months to 2
years depends on iterations
Van Houtum Suppliers
EPEA
Limburg area
Austria Hamburg
Re-enter the consumer market
Satino black multi mirror
1 year + certification
process
Certification 1 month
C2C PII San
Francisco
Recertification 1 month
Strategically position of products and the
company in the market
Achieve a positive footprint in 2020
Roadmap From 2011 to
2020 - -
Van Houtum EPEA
Counsultancy company Professor
Swalmen Cradle to Cradle benefits related to the whole
company
WHY
Customers' desires in C2C washroom solution
Higher challenge in sustainability
20% of company profit within 5 years
Environmental, technical and economical benefits
Re-enter the consumer marketStrategically position of products and the company in the marketAchieve a positive footprint in 2020Cradle to Cradle benefits related to the whole company
Van Houtum Implementation Environment Description
Cradle to CradleBusiness Case
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Comparison
Cradle to Cradle Implementation process
Part 3
Cradle to CradleComparison - Leolux, Staco, Van Houtum
LEOLUX
The company The company
Implementation of C2C in product level
Implementation of C2C in product level
Implementation of C2C in organizational level
Environment Description
Environment Description
Environment Description
The company
STACO VAN HOUTUM
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Cradle to CradleComparison - Leolux, Staco, Van Houtum
LEOLUX
WH
Y
STACO VAN HOUTUM
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
To show target groups that they produce good
products in a clean manner
Subliminal message to motivate consumers to
buy productsBe prepared for the future. Customers demanding C2C.
State ahead of the official regulations
Next step after their sustainable activities
Be ahead of questions of journalists and
magazinesImplies creativity inside
the company
Government environmental requirements
Environmental awareness of the company
Floriade
Environmental benefits
Marketing selling point
Customers' desires in C2C washroom solution
Higher challenge in sustainability
Re-enter the consumer marketStrategically position of products and the company in the market
Achieve a in 2020Cradle to Cradle benefits related to the
20% of company profit within 5 years
Environmental, technical and economical benefits
positive footprint
whole company
Cradle to CradleComparison - Implementation
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
LEOLUX STACO VAN HOUTUMC2C certification - Basic
Steel gratings, Stair Treads, Perfo Planks
3 (materials)
-
+100 (chair)
Toilet paper & hand towels, hand soaps, dispensers
Satino Black
20
Silver
Products
Complexity# ingredientsC2C Knowledge
Internal personnel
External personnel
HighBasic-MediumBasic
Manager directorExternal DesignerProduct develop.
Portfolio managerMarketing
SuppliersEPEA
C2C PII
Staco/Dejo Manager director
QHS Manager
SuppliersBecoEPEA
C2C PII
Founders, general manager, production manager, technology manager,
QHSE manager manager of converting site
SuppliersEPEAMBDCC2C PII
Cradle to CradleComparison - Methodology
Internal Check
Inventory
Assessment
Certification
Re-certification
Basic Silver Gold Platinum
Products, benefits, budget
Collect data
Evaluate Inventory
Apply for a Basic, Silver, Gold, or Platinum certification
A year after apply for a renewal certification
Identify and select products
Collect data
Evaluate Inventory
Improvement based on assessment
Apply for a Basic, Silver, Gold, or Platinum certification
A year after apply for a renewal certification
Internal Check
Inventory
Assessment
Optimization
Certification
Re-certification
Basic
Follo
w t
his
ite
rati
on
un
til t
he
p
rod
uct
is r
ea
dy
for
cert
ific
ati
on
Follo
w t
his
ite
rati
on
un
til t
he
pro
du
ct is
re
ad
y fo
r ce
rtif
ica
tio
n
Silver Gold Platinum
Van HoutumStaco
Cradle to CradleCradle to Cradle certification Products development&
Cradle to Cradle Business Case/ Andrea Herrera/ j.a.herrerajaramillo@student.utwente.nl / University of Twente/ Dec 2012
Follow this iteration until the product is ready for certification