Go Cradle to Cradle®to boost innovation and a responsible business                                Stef Kranendijk         ...
DESSO is…leading incarpet tiles and                            Microsoftartificial grass pitches                          ...
DESSO GroupBusiness OverviewCarpets                                 80%      Business Carpet                   50%      Ho...
Innovation               through Creativity DESSO transformed itself into a superior floor design company through better e...
DESSO: Cradle to Cradle® CompanyWhat is Cradle to Cradle®?                         In the Cradle to Cradle® principles, pr...
DESSO: Cradle to Cradle® CompanyCradle to Cradle® – Why?                          It is a good, positive quality initiati...
DESSO: Cradle to Cradle® CompanyEco-Efficiency                      Desso has been making a difference with eco-efficiency...
DESSO: Cradle to Cradle® CompanyEco-Effectiveness                       1. Positive footprint                       2. Imp...
DESSO: Cradle to Cradle® CompanyEco-Effectiveness                      These are some of the steps we have already taken: ...
DESSO: Cradle to Cradle® Company      Analysis of all Raw Materials                                                       ...
DESSO: Cradle to Cradle® CompanyThe Cradle to Cradle® Roadmap to 2020                                   Positively defined...
DESSO: Cradle to Cradle® CompanyProduct Life Cycle
DESSO: Cradle to Cradle® CompanyOver 90% of DESSO’s polyamide (PA) carpet tiles is Cradle toCradle® certified
DESSO: Cradle to Cradle® CompanyImplementation and Future Steps • C2C research centre at DESSO • Work with (young) designe...
DESSO: Cradle to Cradle® CompanyTake Back system Refinity®                            Separate the post customer carpet   ...
DESSO: Cradle to Cradle® CompanyTake Back system Refinity®                              NOW                              P...
DESSO: Cradle to Cradle® CompanyTake Back system Refinity®
DESSO: Cradle to Cradle® CompanyRefinity®                                   All non-recyclable fractions will be used as s...
DESSO: Cradle to Cradle® CompanyC2C Community                     DESSO will contribute to                      C2C busin...
DESSO: Cradle to Cradle® CompanyDESSO’s C2C Network
DESSO: Cradle to Cradle® Company                    Thank you          For more information, please contact us            ...
DESSO AirMaster®How does it work?Enlarged profile of DESSO AirMaster®Very fine dust is captured and      Coarser fine dust...
DESSO AirMaster® DESSO AirMaster® is 8 times more effective in            capturing and retaining fine dust than hard floo...
DESSO AirMaster®
DESSO AirMaster®                   Tests performed by Philips and BOND                   Textile Research indicate that a ...
DESSO SoundMaster®   DESSO SoundMaster® offers an    impact sound reduction value of    minimal 10 dB in addition to the ...
DESSO SoundMaster®
DESSO EcoBase®DESSO EcoBase®Inspired by nature’s perpetual cycles of development, replacement and rebirth, DESSOEcoBase® p...
DESSO EcoBase®                 Our DESSO EcoBase® backing is                 specifically designed with disassembly       ...
DESSO EcoBase®                 A Silver Milestone                 With the launch of DESSO EcoBase® we have               ...
Two roads diverged in a wood,and I,I took the one less traveled by,And that has made all the difference.Robert Frost, 1874...
Cradle to Cradle as Business approach – The view from the frontrunners
Cradle to Cradle as Business approach – The view from the frontrunners
Cradle to Cradle as Business approach – The view from the frontrunners
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Cradle to Cradle as Business approach – The view from the frontrunners

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Seminar Cradle to Cradle® Practical Applications in Area Development - 14:15 - 14:30 - Cradle to Cradle as Business approach – The view from the frontrunners - Stef Kranendijk (former CEO Desso)

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Cradle to Cradle as Business approach – The view from the frontrunners

  1. 1. Go Cradle to Cradle®to boost innovation and a responsible business Stef Kranendijk Chairman DESSO Group
  2. 2. DESSO is…leading incarpet tiles and Microsoftartificial grass pitches Arsenal FC
  3. 3. DESSO GroupBusiness OverviewCarpets 80% Business Carpet 50% Hotel, Marine & Aviation 10% Consumer Carpet 20%Sports 20%2010 Figures - % of total business turnover
  4. 4. Innovation through Creativity DESSO transformed itself into a superior floor design company through better external focus via the “Circles of Architects®” program. Functionality DESSO invented carpet tiles that significantly improve health by superior: • Indoor air quality - Less fine dust (8 times lower levels than hard floors) - No off-gassing • Sound absorption in offices, healthcare and schools Cradle to Cradle®
  5. 5. DESSO: Cradle to Cradle® CompanyWhat is Cradle to Cradle®? In the Cradle to Cradle® principles, products are made from pure components that are easy to disassemble, so that new products can be made from them (= up-cycling) in both the biosphere and the technosphere. Michael Braungart William McDonough
  6. 6. DESSO: Cradle to Cradle® CompanyCradle to Cradle® – Why?  It is a good, positive quality initiative  Not only for the environment but also for health (in-door air quality)  Waste becomes food for other products  It is not only good for people & planet – it is a business building opportunity
  7. 7. DESSO: Cradle to Cradle® CompanyEco-Efficiency Desso has been making a difference with eco-efficiency for years. Listed below are some examples of what we do in the area of eco- efficiency: Energy consumption 32% reduction in energy consumption per carpet tile produced from 1998-2010 in Waalwijk, the Netherlands. Recycling 100% recycling of pure textile manufacturing waste at Desso’s production plants. In 2011, 88% of all packaging materials were recycled.
  8. 8. DESSO: Cradle to Cradle® CompanyEco-Effectiveness 1. Positive footprint 2. Improve quality of life and environment 3. Re-utilize all materials used in the product. Design criteria: easy disassembly 4. Use post-customer materials as raw material in the product 5. All raw materials should be 100% safe for humans and environment 6. Use renewable energy in all stages of the cycle All about Eco-Effectiveness
  9. 9. DESSO: Cradle to Cradle® CompanyEco-Effectiveness These are some of the steps we have already taken: 50% CO2 reduction between 2007-2011 for the total company. The amount of renewable energy used at Desso accounted for 33% in 2011, up from 7.8% in 2008 and from zero in 2007. Self-generated energy: 23,000m2 roof covered by solar cells 100% biological purification of our waste water in Dendermonde. In 2011, 94% thereof was additionally purified with a special ozone treatment. The special ozone treatment resulted in a 56 million litre saving on fresh water in 2011.
  10. 10. DESSO: Cradle to Cradle® Company Analysis of all Raw Materials with Prof. Michael Braungart (EPEA) IDENTIFY THE BEST: ABC-X CATEGORIZATION OPTIMAL OPTIMIZING TOLERABLE Create ‘Passive Positive List’ for existing products NOT ACCEPTABLE NOT CHARACTERIZEDPROGRESS OF QUALITY FROM CRADLE TO CRADLE WITH TIME ECO- Use only positively defined materials EFFECTIVENESS Clients and Phase out non-acceptable raw materials suppliers are regarded as partners to reach quality. No need to be perfect from day 1
  11. 11. DESSO: Cradle to Cradle® CompanyThe Cradle to Cradle® Roadmap to 2020 Positively defined = is based on current used raw materials and hazard assessment (calculated by mass) C2C Products certification = based on sales volume in m2 (2012 figure is based on actual sales volume) All Cradle to Cradle® objectives as mentioned in the Roadmap are subject to commercial and technical viability. © July 2012 DESSO®
  12. 12. DESSO: Cradle to Cradle® CompanyProduct Life Cycle
  13. 13. DESSO: Cradle to Cradle® CompanyOver 90% of DESSO’s polyamide (PA) carpet tiles is Cradle toCradle® certified
  14. 14. DESSO: Cradle to Cradle® CompanyImplementation and Future Steps • C2C research centre at DESSO • Work with (young) designers, scientists and students on C2C products • After carpet tiles work on artificial grass and biodegradable woollen products • Develop additional products for improved indoor climate and well-being • Build international community around Cradle to Cradle® quality • Stronger marketing for Cradle to Cradle® on global market • Further implement the carpet Take Back system Refinity®
  15. 15. DESSO: Cradle to Cradle® CompanyTake Back system Refinity® Separate the post customer carpet  Into main components for further use in post customer market or into carpet again.
  16. 16. DESSO: Cradle to Cradle® CompanyTake Back system Refinity® NOW Post customer yarn upcycled into new yarn Post customer backing used for  Road works / cycle paths  Cement industry NEAR FUTURE Cradle to Cradle®  Yarn is upcycled into new yarn  Backing is upcycled into new backing (DESSO EcoBase®)  Yarn and backing are upcycled in other industries such as office chairs, vacuum cleaners et cetera
  17. 17. DESSO: Cradle to Cradle® CompanyTake Back system Refinity®
  18. 18. DESSO: Cradle to Cradle® CompanyRefinity® All non-recyclable fractions will be used as secondary fuel in the cement industry.
  19. 19. DESSO: Cradle to Cradle® CompanyC2C Community DESSO will contribute to  C2C business community worldwide  Stimulate the formation of necessary C2C infrastructure Innovation Platform  Encourage all stakeholders (suppliers, design community, waste management partners, customers) to consider new products and C2C design paradigms  Jointly develop know-how and new technology  Provide better content to CSR/Sustainability policies of companies/governments  Enable improved wellness/well-being with our products, such as AirMaster® and SoundMaster®  Offer outstanding design
  20. 20. DESSO: Cradle to Cradle® CompanyDESSO’s C2C Network
  21. 21. DESSO: Cradle to Cradle® Company Thank you For more information, please contact us or visit our website www.desso.com
  22. 22. DESSO AirMaster®How does it work?Enlarged profile of DESSO AirMaster®Very fine dust is captured and Coarser fine dust is captured in The unique structure of DESSOretained in the fine yarns of the the thicker yarns of the DESSO AirMaster® prevents the dustDESSO AirFiltersTM. DustCollectorsTM. from becoming airborne again.
  23. 23. DESSO AirMaster® DESSO AirMaster® is 8 times more effective in capturing and retaining fine dust than hard flooring solutions (PM10)* DESSO AirMaster® is 4 times more effective in capturing and retaining fine dust than standard carpet solutions (PM10)* * Based on tests performed by GUI, with DESSO AirMaster® versus standard PVC hardfloor and versus standard structured loop pile carpet.
  24. 24. DESSO AirMaster®
  25. 25. DESSO AirMaster® Tests performed by Philips and BOND Textile Research indicate that a regular and thorough cleaning and maintenance programme is important for every flooring solution. For DESSO AirMaster® it ensures a maximum regeneration of performance potential to capture and retain fine dust from the air. Tests indicate that over 80% of the dust is released by the carpet during vacuum cleaning. This is a 15% improvement compared to standard carpet. Additional tests indicate that during vacuum cleaning the airspeed at the core of the carpet structure is 55% higher compared to standard carpet, resulting in an improved dust release.
  26. 26. DESSO SoundMaster® DESSO SoundMaster® offers an impact sound reduction value of minimal 10 dB in addition to the standard value, thereby setting a new industry standard in carpet performance. In addition, it offers a 60% improvement in acoustical performance in comparison to our standard carpet designs. DESSO SoundMaster® can contribute to an optimized acoustical performance in: offices, schools, hospitals and other commercial applications.
  27. 27. DESSO SoundMaster®
  28. 28. DESSO EcoBase®DESSO EcoBase®Inspired by nature’s perpetual cycles of development, replacement and rebirth, DESSOEcoBase® products bear the true identity of the Cradle to Cradle® philosophy. ‘Eco’ = Eco-effectiveness ‘Base’ = The backing of our product and the foundation of a naturally inspired step in implementation
  29. 29. DESSO EcoBase® Our DESSO EcoBase® backing is specifically designed with disassembly and recycling in mind. Due to its innovative composition, EcoBaseTM is fully recyclable in our own production process. The yarn, polyamide (PA), will be converted back to the basic material so that the yarn manufacturers can use it again to produce new yarn.
  30. 30. DESSO EcoBase® A Silver Milestone With the launch of DESSO EcoBase® we have achieved Cradle to Cradle® Silver certification for our carpet tiles, thereby reaching a level where 97% of all our materials are positively defined. DESSO is proud to be the only carpet tile manufacturer in the world to have achieved Cradle to Cradle® Silver certification for an entire carpet tile product.
  31. 31. Two roads diverged in a wood,and I,I took the one less traveled by,And that has made all the difference.Robert Frost, 1874 – 1963

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