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)

1. Go Cradle to Cradle®
to boost innovation and a responsible business
Stef Kranendijk
Chairman DESSO Group

2. DESSO is…
leading in
carpet tiles and
Microsoft
artificial grass pitches
Arsenal FC

3. DESSO Group
Business Overview
Carpets 80%
Business Carpet 50%
Hotel, Marine & Aviation 10%
Consumer Carpet 20%
Sports 20%
2010 Figures - % of total business turnover

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. DESSO: Cradle to Cradle® Company
What 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. DESSO: Cradle to Cradle® Company
Cradle 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. DESSO: Cradle to Cradle® Company
Eco-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. DESSO: Cradle to Cradle® Company
Eco-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. DESSO: Cradle to Cradle® Company
Eco-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. 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
CHARACTERIZED
PROGRESS 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. DESSO: Cradle to Cradle® Company
The 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. DESSO: Cradle to Cradle® Company
Product Life Cycle

13. DESSO: Cradle to Cradle® Company
Over 90% of DESSO’s polyamide (PA) carpet tiles is Cradle to
Cradle® certified

14. DESSO: Cradle to Cradle® Company
Implementation 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. DESSO: Cradle to Cradle® Company
Take Back system Refinity®
Separate the post customer carpet
 Into main components for further use in post
customer market or into carpet again.

16. DESSO: Cradle to Cradle® Company
Take 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. DESSO: Cradle to Cradle® Company
Take Back system Refinity®

19. DESSO: Cradle to Cradle® Company
Refinity®
All non-recyclable fractions will be used as secondary fuel in the cement industry.

20. DESSO: Cradle to Cradle® Company
C2C 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

21. DESSO: Cradle to Cradle® Company
DESSO’s C2C Network

22. DESSO: Cradle to Cradle® Company
Thank you
For more information, please contact us
or visit our website
www.desso.com

25. 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 DESSO
retained in the fine yarns of the the thicker yarns of the DESSO AirMaster® prevents the dust
DESSO AirFiltersTM. DustCollectorsTM. from becoming airborne again.

26. 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.

27. DESSO AirMaster®

28. 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.

29. 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.

30. DESSO SoundMaster®

31. DESSO EcoBase®
DESSO EcoBase®
Inspired by nature’s perpetual cycles of development, replacement and rebirth, DESSO
EcoBase® 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

32. 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.

33. 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.

34. 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