10 SPEAKER INSIGHTS FROM BIO-BASED PRODUCTS AND BIO-BASED CHEMICALS WORLD IN AMSTERDAM A TRULY GREEN T-SHIRT; THE WORLD’S FIRST FROM 100% BIO-BASED POLYESTER BIO BOTTLE TOPS FROM TETRA WITH BIO-BASED PLASTIC HITS THE MARKET WITH JUST WATER 15 KEY RECOMMENDATIONS FOR YOUR BIO-BASED BUSINESS IN 2016 HOW ORANGE PEEL IS INSPIRING A NEW ALTERNATIVE TO PLASTIC PACKAGING #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM “OUR CUSTOMERS EXPECT US TO DO THE RIGHT THING. WE WANT TO AVOID GREENWASHING, EVERY CLAIM WE MAKE WE WANT TO BE VERY TRANSPARENT AND HAVE SUBSTANTIVE EVIDENCE...” THE INSIDE STORY ON KINGFISHER’S SUSTAINABILITY AMBITIONS.
Transcript
10 SPEAKER INSIGHTSFROM BIO-BASED PRODUCTS AND BIO-BASED CHEMICALS WORLD IN AMSTERDAM
A TRULY GREEN T-SHIRT;THE WORLD’S FIRST FROM 100% BIO-BASED POLYESTER
BIO BOTTLE TOPS FROM TETRAWITH BIO-BASED PLASTIC HITS THE MARKET WITH JUST WATER
15 KEY RECOMMENDATIONSFOR YOUR BIO-BASED BUSINESS IN 2016
HOW ORANGE PEELIS INSPIRING A NEW ALTERNATIVE TO PLASTIC PACKAGING
#2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM
“OUR CUSTOMERS EXPECT US TO DO THE RIGHT THING. WE WANT TO AVOID GREENWASHING, EVERY CLAIM WE MAKE WE WANT TO BE
VERY TRANSPARENT AND HAVE SUBSTANTIVE EVIDENCE...”
THE INSIDE STORY ON KINGFISHER’S SUSTAINABILITY AMBITIONS.
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM1
CONTACT US:
CONTENTS03News in Brief
0510 Speaker Insights from Bio-Based Products and Bio-Based Chemicals World in Amsterdam
07A truly green t-shirt; the world’s first from 100% bio-based polyester
09First Tetra Top bottle with bio-based plastic hits the market with JUST water
1115 key recommendations for your bio-based business in 2016
15How orange peel is inspiring a new alternative to plastic packaging
19The Big Interview: Caroline Laurie, Head of Sustainability at Kingfisher
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM 2
WELCOMEWelcome to the second edition of Bio-Based World Quarterly, your dedicated guide to the latest news and essential business developments for bio-based chemicals and products.
A huge thank you for all the feedback we’ve had since the first edition in April, we are delighted that so many of you enjoyed it and we are always looking to tweak and amend as we grow.
Writing about the bio-based industry every day, I am always thinking about the words I use. Are they the right ones? Do they really convey the story correctly? If I don’t understand the meaning, will you the reader? How do you get that blend between science and business?
Attending our first live event, Bio-Based Chemicals and Bio-Based Products in Amsterdam in April, I didn’t expect word selection to be such a key part of the discussion. But it was, with an acceptance from the participating brands and chemical companies that we haven’t always chosen the right words.
To quote Caroline Laurie, Head of Sustainability at Kingfisher (who is also the subject of our Big Interview in this issue); “Scientific speak is strangling sustainability… customers need to see a direct benefit.” The honest and open discussion across the two days, brought up stories of failed products and collapsed investments based, at least in part on poor communication. Terms like bio-based, sustainable and bio-degradable can come with different definitions and interpretations depending on who you ask in the industry. And do most of the public really understand what they mean?
We don’t have all the answers. But between our news website, this magazine and our live events, we hope to bring our community together to meet, engage and support the industry in how they speak to each other, and the public.
It was great to meet so many readers in Amsterdam and I look forward to seeing a lot more of you in San Francisco, for Bio-Based Live, on September 26-27th 2016, more details later in the magazine.
And on the subject of talking, we like to do it too. So please contact us today if you have some ideas, contributions or questions. Send us an email. Give us a Tweet. Or even better use the old-fashioned telephone and give us a call.
Massive thanks to all the contributors to this edition, your time and energy is greatly appreciated.
Enjoy and see you soon.
Luke UptonCo-Founder and Editor, Bio-Based World Quarterly / Bio-Based World News [email protected]
“I DON’T KNOW THE RULES OF GRAMMAR... IF YOU’RE TRYING TO PERSUADE PEOPLE TO DO SOMETHING, OR BUY SOMETHING, IT SEEMS TO ME YOU SHOULD USE THEIR LANGUAGE, THE LANGUAGE THEY USE EVERY DAY, THE LANGUAGE IN WHICH THEY THINK. WE TRY TO WRITE IN THE VERNACULAR.”
DAVID OGILVY THE ‘FATHER OF ADVERTISING
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM3
BIO-BASED WORLD NEWS IN BRIEF
Unibio takes step forward with first commercial licence agreementThe concept underlying Unibio’s U-Loop technology is simple: natural gas (methane)
can be converted into a highly concentrated protein product, UniProtein®, which
can be used as a direct supplement in feed for animals. It can substitute fishmeal, a
traditional feed component and an increasingly scarce resource. And now, after years
of development of the technology, they are ready to take a major step forward in
signing its first licence agreement with a commercial client.
A full-size commercial plant having multiple U-Loop fermentors is planned for
construction and commissioning in 2017 in Kalundborg, Denmark. The aim of the
agreement is to expand this capacity in the following years. Unibio has received
an attractive upfront payment and is further incentivized by an attractive revenue
stream in the years to come following successful commissioning of the plant.
Sustainability exercise: New hemp Adidas footwear meets fitness and environmental goalsAs the buzz surrounding Adidas’ provocative new sustainable hemp shoes grows, it
is easy to see why Adidas are firmly established as frontrunners in the race towards
sustainably branded footwear.
The new Adidas product is an organic, smiley-faced variation on the classic Stan
Smith VULC model, a popular skateboarding shoe model with a loyal following.
To create this line, Adidas footwear teamed up with trend-setting retailer BAIT
shops to produce the ‘Happy 420 skateboarding shoe’. Internet forums have exploded
with enthusiasm for the product and consumers are applying for a chance to buy
them in their hundreds. The limited edition hemp shoes are primed for release for
one-day-only and excitement is high.
Gevo and Clariant announce revolutionary new biotechnology projectIndustry giants Gevo, Inc. and Clariant,
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM 4
BIO-BASED WORLD NEWS IN BRIEF
AVA-CO2 confirms it has successfully developed an interface for different FDCA oxidation routesAVA-CO2, a global leader in 5-HMF production announced this morning at the
Bio-Based Chemicals and Bio-Based Products event in Amsterdam that is has
successfully developed its patented, water-based 5-Hydroxymethylfurfural (5-HMF)
process even further. Addressing the 150 person delegation, Thomas M. Kläusli, Chief
Marketing Officer of AVA-CO2 confirmed that a newly developed interface allows
for the use of different solvents which are tailored to the oxidation processes for
producing 2,5-Furandicarboxylic acid (FDCA) on an industrial scale.
This development enables a more flexible implementation of industrial 5-HMF
and FDCA production, paving the way for using polyethylene furanoate (PEF) in
competitive application markets such as bottles or films for food packaging.
PEOPLE DON’T COME IN OUR STORES THINKING ABOUT RAINFORESTS, THEY COME IN THINKING ABOUT DESIGN AND PRICE.”PUNEET TREHAN SUSTAINABILITY INNOVATION DIRECTORY IKEA
WE NEED A RADICAL SHIFT IN PRODUCT TRANSPARENCY TO ACCELERATE SUSTAINABLE INNOVATION, BY LISTING THE USED MATERIALS AND COMPARABLE, OBJECTIVE INFORMATION ON THEIR ENVIRONMENTAL IMPACT. VERIFIED BY AN INDEPENDENT THIRD PARTY.”
GEANNE VAN ARKEL HEAD OF SUSTAINABLE DEVELOPMENT INTERFACE
BRANDS ARE VERY CONSERVATIVE WHEN IT COMES TO GREEN CLAIMS AS THEY KNOW THERE WILL BE PEOPLE LOOKING TO POKE HOLES IN THEM.”
ANDY SWEETMAN MARKETING MANAGER, PACKING & SUSTAINABILITY INNOVIA FILMS
I AM NOT TALKING TO MY TEAM ABOUT CLIMATE CHANGE, I AM TALKING TO THEM ABOUT HOW THE PRODUCT IS BETTER.”
PIERRE ROYER HEAD OF SUSTAINABILITY CASTORAMA
WHEN ANY ONE SAYS BIODEGRADABLE YOU NEED TO ASK THREE QUESTIONS, WHAT IS THE TIME FRAME, WHAT IS THE EXTENT OF BIODEGRADATION AND IN WHAT ENVIRONMENT?”
MOLLY MORSE CEO MANGO MATERIALS
AVOID TUNNEL VISION WITH YOUR TECHNOLOGY, IT SHOULD BE ‘BEST-IN-CLASS’ THROUGHOUT THE PROCESS, AND BE PATIENT, DEVELOPMENT TAKES TIME WITH SOMETIMES UNEXPECTED RESULTS ALONG THE WAY.”
HANS VAN DER POL SENIOR DIRECTOR, BIO BASED INNOVATION CORBION
WE MUST MOVE BEYOND OUR OWN BIO-BASED WORLD AND SPREAD THE MESSAGE FAR AND WIDE.”
JOHN WILLIAMS BOARD MEMBER AND TECHNICAL DIRECTOR BIOBASED & BIODEGRADABLE INDUSTRIES ASSOCIATION
YOU MUST MAKE THE CONNECTION TO THE CUSTOMER, TURN THE BRAND INTO A LIFESTYLE CHOICE.”
TOM DOMEN INNOVATION MANAGER ECOVER
WE DON’T INVEST IN ANYTHING THAT NEEDS SUBSIDIES, IF YOU CAN’T STAND ON YOUR OWN TWO FEET, WE AREN’T INTERESTED”
MURRAY MCLAUGHLIN EXECUTIVE DIRECTOR BIOINDUSTRIAL INNOVATION CANADA
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BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM7
FEATURE
A TRULY GREEN T-SHIRT; THE WORLD’S FIRST FROM 100% BIO-BASED POLYESTER
You may not always notice, but polyester is
everywhere. From sportswear and high-end
fashion, to household and automotive, polyester
is one of the most-used materials on the planet.
It’s a versatile and durable fibre that blends well
with other fibres. And can be produced cheaply. The problem is
that until now polyester fibre and fabric were only produced from
crude oil. That’s right: many of the clothes you wear every day are
made of oil. But that could be soon to change as, Wisconsin-
based Virent, best known for its bio-based chemicals and
bio-fuels is adding fashion to its growing portfolio of products,
taking the same technology they’ve already demonstrated as a
replacement for petroleum in plastic bottles, diesel, gasoline and
jet fuel and applying it to fabric production.
The result? The first ever bio-polyester shirt made from 100%
renewable resources, which they say feels, performs and wears
just like traditional polyester and believe this breakthrough is
much bigger than a shirt.
Virent’s technology produces BioFormPX paraxylene from
plant-based materials, resulting in much lower greenhouse gas
emissions, yet with the same versatility and performance as its
petroleum counterpart. Based on the success of this project,
Virent has proven that 100% plantbased polyester fabrics and
petroleum-free polyester garments are achievable and a lower
carbon footprint alternative to current petroleum-based fabrics.
“Virent’s BioFormPX paraxylene has previously been used
to produce 100% plant-based PET plastic bottles. This project
demonstrates how our technology and products can also be
used to produce crude oil free polyester for use in everyday fabric
and fiber applications” said Lee Edwards, Virent CEO. “The fabric
and shirts produced from plant-based polyester are identical in all
aspects to petroleum polyester, with the important exception that
they have a much lower carbon footprint.”
Far Eastern New Century (FENC) worked with Virent to convert
the BioFormPX to bio-polyester, and to produce the bio-
polyester fabric and shirts.
In the course of its development work over the last few years,
Virent has progressed its BioFormPX paraxylene technology to
commercial readiness and improved the process economics.
Virent has run its demonstration system to fulfill customer orders
for both fuels and chemicals since it started operation in 2010.
Virent currently has the capability to produce large quantities of
BioFormPX paraxylene and other bio-based aromatic chemicals
(benzene, toluene, and mixed xylenes) for application development
in areas such as packaging, fabrics, and textiles. Virent also has
produced sizable biofuels samples (gasoline, jet and diesel) for
customer sampling and product development.
Virent ( @Virent_Inc ) is replacing crude oil by creating the
chemicals and fuels the world demands using a wide range of
naturally-occurring, renewable resources. Its patented technology
features catalytic chemistry to convert plant-based materials into
a full range of products identical to those made from petroleum,
including gasoline, diesel, jet fuel, and chemicals for plastics and fibers.
The products are drop-in replacements that enable full utilization of
existing logistics infrastructure without blending limitations.
The development of Virent’s BioForming® technology platform
is supported through strategic partners including Cargill, Coca-
Cola, Honda, Shell and Tesoro. The company has received several
grants from the U.S. Departments of Commerce, Energy and
Agriculture and has been recognized with many honours, including
the World Economic Forum Technology Pioneer award and the
EPA’s Presidential Green Chemistry Challenge Award. n
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM 8
“VIRENT’S BIOFORMPX PARAXYLENE HAS PREVIOUSLY BEEN USED TO PRODUCE 100% PLANT-BASED PET PLASTIC BOTTLES. THIS PROJECT DEMONSTRATES HOW OUR TECHNOLOGY AND PRODUCTS CAN ALSO BE USED TO PRODUCE CRUDE OIL FREE POLYESTER FOR USE IN EVERYDAY FABRIC AND FIBER APPLICATIONS”
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM9
FEATURE
FIRST TETRA TOP BOTTLE WITH BIO-BASED PLASTIC HITS THE MARKET WITH JUST WATER
Packaging giant Tetra Pak announces that a new
version of its Tetra Top package, more than 80%
of which comes from plant-based materials, will
make its global debut in the United States with
JUST water. The new generation carton bottle
now comes with a cap and top made from high-density
polyethylene (HDPE) derived from sugarcane. Combined with the
FSC™ certified paperboard used in the main sleeve of the carton,
this pushes its renewable content up from 53% to 82%, with no
impact to its recyclability. This bio-based bottle delivers another
milestone in recent developments of environmental innovations
at Tetra Pak.
“We started JUST with the belief that everyday products should
evolve in ways that will continually reduce their impact on the
environment while creating positive impact in communities
where we operate,” said Grace Jeon, CEO of JUST. “Compared
with different types of plastic water bottles, this bottle innovation
significantly reduces the product’s carbon footprint which aligns
well with our business ethos.”
Use of renewable materials, defined as natural resources that
can be replenished over time, such as wood fibre from trees or
bio-based plastic from sugarcane, plays an important role in
mitigating resource scarcity and climate change according to the
Tetra press release.
“Packages made from renewable materials are not only good
for the environment, but also offer our customers a competitive
advantage,” said Charles Brand, Executive Vice-President
Product Management and Commercial Operations at Tetra
Pak (@tetrapak). “Consumers choose JUST water because they
appreciate its brand values, and want this to be reflected in the
whole user experience. We are pleased to have come up with
a package that is aligned with this focus without compromising
convenience and functionality.”
So, what do all these materials do? Using paper as the main
material is how the JUST (@JUSTisbetter) water bottle reduces
its environmental footprint while still maintaining its structure. An
aluminium foil barrier does an excellent job protecting the water
from light, oxygen and other potential contamination. Both the
aluminium and paper are shielded by a layer of BPA-free plastic
lamination to protect the integrity of the bottle. The paper used
in the JUST water package is 100% traceable and certified by the
Forest Stewardship Council. Traceability back to the point of origin
innovation ecosystems, political strategies, citizen well-being are
also essential additional drivers to the initiative.
RECURRING THEMES OF THE REPORT CONCERNING BIO-
BASED PRODUCTS ARE:
• Monitoring and supporting the development of the
policy framework, and the implementation of the priority
recommendations.
• Proposing demand-side industrial policy actions conducive to
the market uptake of bio-based products and processes, such
as standardisation, public procurement, awareness raising, and
labelling best practices.
• Mapping of bio-based products and relevant bioeconomy
related activities and exchanging of good practices at regional,
national, international, and EU-level aimed at increasing the
competitiveness of European industry.
• This particular sector was identified as a ‘lead market’ as a
result of its potential to offer significant benefits to European
society, in terms of innovative job creation, using renewable
and alternative resources to damaging fossil carbon, on top of
stimulating rural development as a whole.
The convincing potential for bio-based growth in future years
was identified as a game-changing factor in the context of a
wider global market.
IMPACT ON THE BIO-ECONOMY
Peter Schintlmeister, Life Science Expert at the Federal Ministry
of Science, Research and Economy, Austria & Chair of the Expert
Group underlined the impact of the report:
“Public procurers get access to greener, more sustainable and
fossil free products while the bio-economy gets a boost by way of
access to a market accounting for nearly 20% of all purchases in
the EU”.
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM13
FEATURE
Importantly, the report indicates that the bio-based share of
all chemical sales will rise to 22% by 2020, with an incredible
compounded annual growth rate of close to 20%, bringing the
existing €57 billion in annual revenue into the spotlight for future
industry growth. Benefits to international bio-based markets are
as such predicted to be monumental, making 2016 the year for
soaring sustainable product processes and brands.
A major defining characteristic of the bioeconomy is that its
resources are harvested from ecosystems that have multiple
functions which are essential for humans and nature. Management
of the cradle of these resources, such as forests, agricultural lands
or oceans, is a crucial condition if the industry can ensure that
the term ‘bio-based’ is fundamentally associated with a product’s
sustainability footprint.
PERMANENT COORDINATION INITIATIVE
Driving uptake of bio-based products in public and innovation
procurement programs will, above all, require smart integrated
and agile management approaches over a prolonged period of
time, something that researchers are mindful of in planning the
roll-out of bio-based innovations into popular markets.
Short term organisational approaches such as joint task forces
or multi-stakeholder associations are recommended in the interim
period while longer term permanent coordination solutions are
steadily and firmly established.
Arguably, in this context, recommendation number 15 is the
most important and strategic long term objective of all;
THE SPIRIT OF ENTREPRENEURIALISM, CONFIDENCE AND
AMBITION
As a result of the bioeconomy’s complexity, the group advises to
continue to implement the other recommendations (1-14) that
are achievable in the short term, while equally leveraging the
existing initiatives to prepare for the long term incorporation of
bio-based products into the European economy.
The working group emphasises that progress in 2016 will be only the
starting gun for the long-standing development of this definitive project.
These 15 critical recommendations can be consider the “what” of
bio-based product guidelines, laying down the foundations of the
“how” for future bioeconomy growth which will focus on identifying
and initiating specific measures, instruments and resources for
implementation of these important recommendations.
Promotional campaigns targeting specific materials, regions
and sectors, the roll-out of standards and labels, benchmarking
and goal setting, plus manifesto definition, targeted outreach and
general communication, technical support to procurers, as well as
intervention on legislation if and where possible will be the key on-
going themes in growing bio-based future markets.
To drive forward the implementation of these recommendations
in the spirit of entrepreneurialism, confidence and ambition, the
Expert Group report concludes that it would be necessary to find
the resources for a continuous and dedicated coordination.
This, without a doubt, is a challenge that the bio-based industry
is more than prepared to take on as sustainable innovations and
economic growth rates are set to soar in 2016. n
Rob van Leen Chief Innovation Officer
DSM
Molly Morse CEO
Mango Materials
Denis Lucquin Managing Partner &
Chairman Sofinnova
Larry Feinberg CEO & Co-Founder
KnipBio
Lisa Dyson CEO
Kiverdi
Darcy Prather President
Kalion Inc
PLEASE VISIT: WWW.BIOBASEDLIVE.COM/AMERICAS
SEPTEMBER 26-27, SAN FRANCISCO USA
Bio-Based World News is proud to bring together the industry’s leading experts and most passionate practitioners to encourage greater adoption of bio-based innovations and drive towards a more circular economy across two fantastic days in California.
This event helps supports the journey to commercialization by having two major focusses:
• The process and technology to produce price and performance competitive chemicals
• Market-sector demand; driving adoption of green solutions from brands and retailers
“A FRESH AND INNOVATIVE APPROACH TO THE NETWORKING AND MARKETING ARENA OF OUR INDUSTRY. ON THE SPOT TOPICS FLANKED BY A STATE OF THE ART ONLINE MEDIA.”Dr Andreas Worberg, Senior Sales Manager, ThyssenKrupp Industrial Solutions
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM17
FEATURE
As a result of Tipa’s strong professional team consisting of thought-
leaders from across researchers and PHDs, professional experts in
chemistry and bio-plastics, industrial experts and food engineers, their
bioplastics are successfully set to compete with less unsustainable
industry plastics.
With a team 100% committed to making bio-based
compostable plastics work in the real world and reach a mass of
consumers, the sky is limit for Tipa’s fully compostable packaging
products (certified by the OK Compost mark by the Vincotte
institute). Tipa are established as part of a continued history of
innovation and sustainabiltiy solutions that have helped bio-based
markets and the veracity of the circular economy.
In their own words, Tipa have met their objectives with this plant-
based packaging solution by creating a product;
“Just like an orange peel, so nature won’t even notice we’re here”
There is certainly an appetite amongst consumers that share their
vision for implementing 100% sustainable packaging. This customer
demand will be reflected in the growing purchasing power to opt for
products with renewable packaging.
As such, Tipa’s packaging solution is one that benefits both
consumer brands and the environment. Truly, their new technology
promises to meet the growing demand for sustainable and
biodegradable packaging while feeding the soil for future growth. n
Tipa’s products are a game changer. Tipa offers a viable alternative for flexible packaging for food: its packaging is bio-based, 100% compostable and has similar mechanical and shelf-life properties as ordinary plastic.
BioLifeLet’s redefine performances
Pure renewable isoparaffins
Readily biodegradable
Ultra low aromatics
www.totalspecialfluids.com
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM19
FEATURE
THE BIGINTERVIEW
Researching how brands encourage sustainability can be
a challenge, sometimes their activities are hidden away
in an obscure part of the corporate website, or located in a
PDF which on finishing you realise is actually from 2011 or
simply not there at all. That’s why it was refreshing to learn
more about Kingfisher, Europe’s leading home improvement
retailer, who operate 1,200 stores in 10 countries in Europe,
(not to be confused with the Indian brewing and aviation
brand) you’ll probably be most familiar with their main retail
brands of B&Q, Castorama, Brico Dépôt and Screwfix.
Today our Editor Luke Upton speaks exclusively to
Caroline Laurie, Head of Sustainability at Kingfisher (a role
she job shares with her colleague, Becky Coffin), on taking
a collaborative approach, working with customers and
exceeding standards.
An accountant by training, Caroline joined B&Q in 2005,
overseeing Christmas and garden leisure, during her time
in this role she was instrumental in the decision to remove
all gas patio heaters from B&Q UK. In 2009 she joined a two
year change management programme as a project manager
to transform stock replenishment within B&Q UK. Following
that programme’s successful roll-out in 2012 she was
asked to join the company’s new energy saving proposition
as a business development manager – designed to help
customers reduce their home’s energy use. It was then a
natural step for Caroline into her current role as Kingfisher’s
Head of Sustainability.
Luke Upton (LU): Thanks for the time today. Kingfisher has
a history in responsible business, particularly in sustainable
forestry. But in 2012, you launched Net Positive, a group-wide
sustainability strategy. Perhaps we could begin with learning a
little more about that?
Caroline Laurie (CL): Not a problem Luke. Net Positive was
announced in 2012, and driven by the passion of our former Chief
Executive, Ian Cheshire. The aim was to go just beyond being
neutral, but do actually make a positive contribution when it came
to sustainability and to become a restorative company. Within this
we identified four areas within the group where we could make a
big difference: timber, energy, innovation and communities. And
since then the agenda has kept changing, and have now evolved
from an aspiration into a very practical state of delivery.
LU: It’s an impressive part of the business but what does Net
Positive actually mean for your customers?
CL: It aims to support our customers in creating a good home,
whether they be homeowners or trade professionals. And for us a
good home is a sustainable home, it is home that is cheap to run and
free of toxins. For our customers, we don’t use the term Net Positive.
We work on finding messaging which resonates with our customers,
focussing on customer benefits that go beyond just sustainability
Let me give you an example, a product we sell in B&Q, it is
called Clean Spirit an alternative to White Spirit. Its non-toxic,
its non-flammable and so safer in the home, for children, pets
and to transport. It does the job as well as White Spirit. And we
wouldn’t sell it for premium so it goes on the shelves at the same
price. We promote heavily in-store. And this magic combination
of performance and cost plus the benefits means sales are in line
with the normal product.
Another would be B&Q’s sustainable easyGrow bedding plant
innovation which has a similar popular combination of benefits
making life easier and less messy for gardeners and virtually
eliminating peat and wasteful polystyrene.
LU: So in your internal analysis, where is Net Positive at the
moment?
Caroline Laurie Head of Sustainability Kingfisher
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM 20
CL: 25% of all products we sell are defined as a sustainable
product. Be it certified timber, highly rated appliances, low-flow
taps, low toxic products low VOC paint. And we are making good
progress towards hitting our goal of 50% by 2020. We have a
commercial model for delivering Net Positive and these targets
are sales driven. It is not about listing niche green products that
our consumers don’t buy. Or ticking boxes. This is about sales
through the till and a material part of our business.
Our customers expect us to do the right thing. We want to
avoid greenwashing, every claim we make we want to be very
transparent and have substantive evidence. And we have external
partners as well – who check and challenge us on this area.
LU: It’s clearly progressing well and the Clean Spirit story is a
great example but it’s not always that straight forward. What are
some of the challenges in your products becoming Net Positive?
CL: It’s changing the way things are done, so there will always
be challenges. Typically the non-sustainable route is the most
developed over the years. And securing the required quantities
can be a barrier. But with our size and presence we can actually
positively encourage the market to make these changes. We also
look to collaborate with others in the industry, working with IKEA
and Unilever amongst others. External collaboration is as key as
internal in making these kind of changes.
LU: Dealing with such a wide variety of suppliers, how do you
manage Net Positive down through your supply chain?
CL: It’s something we thought about very carefully, and have
developed our ‘Sustainable Product Guidelines’ alongside
sustainability experts Bioregional. They were developed to create a
definition, there’s two levels – ‘compliance’ and ‘best in practice’.
Our compliance level is a step up from the normal industry level.
And we review every year to make sure the definitions are still really
stretching us and our compliance levels are above the rest of the
industry. Our ‘best in class’ levels gets harder every year.
Tools like the ‘Sustainable Product Guidelines’ are the kind of
tools you need when speaking to people who aren’t sustainability
experts. Being a major company, and employing 79,000 staff
we need to translate a sustainable view into practical tools that
enable you not to say ‘on top of your normal job, can you please
think about doing this as well’ into saying ‘by doing this, you’ll
become better at your job.’ Again, it’s collaboration and ultimately
improving the business for everyone.
LU: Thanks, and just to finish up, I am always interested to hear
which other sustainable brands professionals like yourselves
particularly admire?
CL: I always look to Method who make eco-friendly cleaning
products made with non-toxic ingredients. They completely
reinvented cleaning. Building a real end-to-end product offering,
complete with stylish packaging and tone of voice. The customer
knows the product is as efficient and does the job as well as any other
leading brands. I think you always have to start with this premise.
The history around green products has often been they are more
expensive, not particularly visually appealing, and they don’t work
as well. They appeal to that small ‘deep green’ segment. Whereas
Kingfisher is all about want to be offering great products that offer
the same level of delivery, look great and are the right price.
LU: That’s great, thanks so much Caroline. Looking forward to be kept
up to date with Kingfisher as they grow their bio-based portfolio. n
“IT IS NOT ABOUT LISTING NICHE GREEN PRODUCTS
THAT OUR CONSUMERS DON’T BUY. OR TICKING
BOXES. THIS IS ABOUT SALES THROUGH THE TILL AND A MATERIAL PART OF
OUR BUSINESS.”
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM21
EDITOR’S PREVIEW
26-27 SEPTEMBER, SAN FRANCISCO
MONDAY SEPTEMBER 26 TUESDAY SEPTEMBER 27
The team here at Bio-Based World News are getting very excited about our first live event in the United States. We understand that in an emerging industry the journey from that breakthrough in the laboratory to succesful commercialisation can be a difficult one. It’s not called the Valley of Death for nothing! It can be a convoluted and at times confusing ecosystem and a high level of collaboration is required for us to reach a future for the bio-based industry that we all believe possible.
As a part of our commitment to bringing our community together, we are bringing Bio-Based Live to San Francisco Holiday Inn Golden Gateway, San Francisco on the 26th – 27th of September. Building on the success of the first Bio-Based Live in Amsterdam in May, it’s an event that is firmly focussed on the commercialisation of the bio-based sector.
With specific streams of content dedicated to the technology and process as well as the market value and market sectors, we want to provide a business place for the ecosystem to meet.
The conference features several streams focused around two key areas: Process & Technology: The Journey to Commercialisation and Market Sector Needs and Sustainable Brands.
This way, there is content for businesses across the whole ecosystem so that you can take back practical takeaways to your office and learn from those in other stages of the value chain.
BIO-BASED LIVE – YOUR AGENDA AT A GLANCE
9am 9amC-SUITE FIRESIDE CHATS: The Potential for Bio-Based in
North AmericaSUSTAINABLE BRANDS AND RETAILERS PANAL
10.30am 10.30amMorning Networking and Coffee Break Morning Networking and Coffee Break
11.15am 11.15am
PROCESS & TECHNOLOGY PROCESS & TECHNOLOGYMARKET SECTOR DEMAND MARKET SECTOR DEMAND
12.45pm
Part 1: Bio-Based Feedstock & Process Flows
Part 3: Molecules & Materials: Platforms, Intermediates &
Building Blocks
Part 2: Process Efficiency & Innovation
Part 4: SHARK TANK SESSION: Investment & Scale Up
Moving Towards Bio-Based: Green Success Stories
Adoption Challenges: Defining the Advantages of
Bio-Based
Communicating Sustainability Successfully
Generating Value: A Look at Sustainable metrics
2.15pm
12.45pmNetworking Lunch
SME SHOWCASE PRESENTATIONSNetworking Lunch
SME SHOWCASE PRESENTATIONS
3.45pm
2.15pm
4.30pm
3.30pmAfternoon Networking and Coffee Break Afternoon Networking and Coffee Break
5.30pm
4pm
5pm
MARKET SECTOR ROUNDTABLES INTERACTIVE POLLS & BIO-BASED WORLD NEWS AWARDS
Networking Drinks Reception End Of Bio-Based Live 2016
BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM 22
BORED OF MEETING THE SAME COMPANIES?
SEEN ENOUGH POWERPOINTS TO LAST A LIFETIME?
DON’T WANT TO DO BUSINESS AS USUAL?
YES, US TOO! We are a new company in a new industry, so we want to bring something fresh and valuable to our community across two fantastic days in San Francisco with our unique Bio-Based Live format.
The annual Bio-Based World News Awards honour key innovations
making breakthroughs and transforming the industry. The two categories this year are: Bio-Based Product of the Year, and Bio based
Innovation of the Year.
This session invites delegates to anonymously vote on key industry questions to establish a consensus
on the current market scenario. Delegates will be asked to respond to questions using smartphones/laptops so we can see the results in real time, draw conclusions and
establish trends.
The panel sesisons give you the unique opportunity to get your
key questions answered. Put your thoughts to our experts with our interactive event technology and
learn from the industry.
A chance for exhibitors to showcase new products and
solutions at their stands. Delegates will chose a stand to visit and following a short introduction
from the exhibitor, will be able to ask further questions in an open
forum format.
Bio-Based World News Editor Luke Upton talks exclusively with
C-Level leaders on the current state of play for bio-based
developments. The intimate environment provides the perfect
platform for open discussion.
The roundtables sessions promote niche and open
discussion amongst delegates. Each table in the conference
room will have a separate market sector focus. Delegates sit on the table with the sector they wish to discuss. Each table leader to lead 40 minutes of discussion on this topic with fellow table members, providing a perfect networking
and learning opportunity.
After receiving an overview on investment criteria, this session
invites SME’s to provide an overview of their technology and business model to investors and
showcase new innovations.
The unique brands and retailers panel allows for sustainable
brands to share strategies on how to approach sustainability and
advanced materials to enhance the triple bottom line (financial,
social & environmental). It gives a unique insight into brands views on bio-based alternatives and a
wider perspective on the circular economy.
23 BIO-BASED WORLD QUARTERLY #2 SUMMER 2016 / WWW.BIOBASEDWORLDNEWS.COM
WHO IS ALREADY CONFIRMED AS SPEAKING AT BIO-BASED LIVE?
