Cradle to Cradle - C2C-Centre Business case... · Cradle to Cradle Business Case Theory C2C...

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Cradle to Cradle Andrea Jaramillo Student Msc. Engineering Herrera Industrial Design

Transcript of Cradle to Cradle - C2C-Centre Business case... · Cradle to Cradle Business Case Theory C2C...

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Cradle to Cradle

Andrea JaramilloStudent Msc. Engineering

HerreraIndustrial Design

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Cradle to CradleBusiness Case

TheoryTheoryC2C lectures

Books Papers /documents

C2C Expo LabC2C PII

MBDC websiteEPEA website

Practice

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

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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/ [email protected] / University of Twente/ Dec 2012

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Cradle to CradleBusiness Case

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

Cradle to Cradle Theory

Cradle to Cradle Implementation process

Part 1

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Cradle to CradleTheory review

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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)

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Cradle to CradleTheory: Cradle to Cradle certification

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

Renewable Energy and Carbon

Management

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Cradle to CradleTheory: Cradle to Cradle certification

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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Cradle to CradleCradle to Cradle certification - Material Health

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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Cradle to CradleCradle to Cradle certification - Material Reutilization

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

Cradle to Cradle® Biological nutrients and Technical nutrients

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Cradle to CradleCradle to Cradle certification -

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

ZE

SIL

VE

R

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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

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Cradle to CradleCradle to Cradle certification process

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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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

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Cradle to CradleProducts development process

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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Cradle to CradleProduct development process

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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Cradle to CradleCradle to Cradle certification Products development&

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

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Cradle to CradleBusiness Case

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

Implementation Environment Description

Leolux, Staco, Van Houtum

Part 2

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Cradle to CradleBusiness Case - Environment Description

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

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Cradle to CradleBusiness Case - Methodology

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

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Cradle to CradleBusiness Case - Interviews

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

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Cradle to CradleBusiness Case - Leolux

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

Communications Manager

Leolux product classification

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Cradle to CradleBusiness Case - Leolux

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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Cradle to CradleBusiness Case - Staco

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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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

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Cradle to CradleBusiness Case - Staco

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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Cradle to CradleBusiness Case - Van Houtum

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

General DirectorQuality-Health-Safety

Environment coordinator

Jack Thibaudier Bas GehlenJos Manders

Satino Black products

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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

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on

un

til t

he

p

rod

uct

is r

ea

dy

for

cert

ific

ati

on

Follo

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ite

rati

on

un

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pro

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re

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rtif

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Silver Gold Platinum

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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

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Cradle to CradleBusiness Case

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

Comparison

Cradle to Cradle Implementation process

Part 3

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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/ [email protected] / University of Twente/ Dec 2012

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Cradle to CradleComparison - Leolux, Staco, Van Houtum

LEOLUX

WH

Y

STACO VAN HOUTUM

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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Cradle to CradleComparison - Implementation

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / 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

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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

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p

rod

uct

is r

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for

cert

ific

ati

on

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Silver Gold Platinum

Van HoutumStaco

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Cradle to CradleCradle to Cradle certification Products development&

Cradle to Cradle Business Case/ Andrea Herrera/ [email protected] / University of Twente/ Dec 2012

Follow this iteration until the product is ready for certification