Circular Business Models and Design Strategies for Fast Moving Consumer Goods PRODUCTS THAT FLOW is an unusual book about common things that surround us every day. Fast-moving consumer goods, such as food, packaging, disposables, fashion, gifts and gadgets. How can we deal with this huge amount of products in a more sustainable way?

1. Products that Flow | Partners for Innovation1
1. Waardeverlies
2. Flow types
3. Circulaire verdienmodellen
4. Circulaire ontwerpstrategieën
5. Materiaalstromen
6. Gebruikersperspectief

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PRODUCTS THAT FLOW is an unusual book about
common things that surround us every day.
Fast-moving consumer goods, such as food,
packaging, disposables, fashion, gifts and
gadgets.
How can we deal with this huge amount of
products in a more sustainable way?
2020-07 -08 | Products that Flow | © Partners for Innovation

3. 1. VALUE DROP
3 2020-07-08 | Products that Flow | © Partners for Innovation

4. 1. CIRCULAR ECONOMY
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Butterfly model – Ellen MacArthur Foundation
A circular economy is based on the principles:
• designing out waste and pollution,
• keeping products and materials in use, and
• regenerating natural systems.
2020-07-08 | Products that Flow | © Partners for Innovation

5. 2. FLOW TYPES
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Different types of consumables can be
distinguished with different consumption
rates and time spans of loss of value:
• Food
• Packaging
• Disposables
• (Fast) Fashion
• Gadgets & Gifts
2020-07-08 | Products that Flow | © Partners for Innovation

7. 3. CIRCULAR BUSINESS MODELS
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When we analyze what happens to the value of
consumables, there are two logical directions in
which improvements can be made:
• Slow down - keeping product value as long as
possible, instead of letting the value drop so
quickly.
• Organizing the loops - organize them in such a
way that they are neatly collected and
recycled, so that the damage they can cause is
minimized.
2020-07-08 | Products that Flow | © Partners for Innovation

8. Focusing on slowing down the flow means focusing
on keeping product value high as long as possible.
• Reuse
• Refill
• Product-as-a-service
3. CIRCULAR BUSINESS MODELS
2020-07-08 | Products that Flow | © Partners for Innovation

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Focusing on organizing the loops is especially
important due to the large size of these flows
and the current lack of control.
1. FLOW MANAGEMENT
2. REVERSE LOGISTICS
3. SEPARATING & SORTING
4. RECYCLING
3. CIRCULAR BUSINESS MODELS
4. MATERIAL RECYCLING
3. SEPARATING & SORTING
2. REVERSE LOGISTICS
1. FLOW MANAGEMENT
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1. FLOW MANAGEMENT
A flow manager is required to organize the chain. The
control of waste flows requires that all parties involved
work together. Public-private partnerships can be
particularly interesting here.
EPR systems – Extended Producer Resposability
Examples:
• Pool systems (BtoB) – pallets, crates
• Refund systems (BtoC) – bottles
• Dabbawalas (Mumbai)
3. CIRCULAR BUSINESS MODELS
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2. REVERSE LOGISTICS
The aim here is to recover products and materials for
further processing in the technical or biological cycle.
Examples:
• EcoEuros –reverse vending machines
• Terracycle – collection systems
Informal system:
• Ragpickers (kabadiwallahs)
3. CIRCULAR BUSINESS MODELS
2020-07-08 | Products that Flow | © Partners for Innovation

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3. SEPARATING & SORTING
If waste flows such as packaging or textiles are collected
separately, it often cannot be delivered directly to a
recycling company. Recyclers can only handle clean and
separated materials, so it is necessary to first separate
and sort the different types.
Examples:
• SUEZ - sorting of packaging materials
• Fibresorter – sorting of textiles
3. CIRCULAR BUSINESS MODELS
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4. RECYCLING
Recyclers process the sorted material into a quality and
shape, with which new products and packaging can be
made.
• Quality - the better the collection and sorting, the
better the quality.
• Reliability - recycled materials must meet standard
quality requirements and always be available.
• Cost - recycled materials must compete with new
materials.
3. CIRCULAR BUSINESS MODELS
2020-07-08 | Products that Flow | © Partners for Innovation

15. 4. CIRCULAR DESIGNSTRATEGIES
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There are different design strategies that can be
used to make consumables suitable for a circular
economy.
1. Rethink
2. Reuse
3. Reduce
4. Recycle
5. Renew
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1. Rethink - is to consider a completely
different system or "thinking around".
Examples:
• Eosta – Natural Branding applies information directly to
with a laser on the peel of fruit and vegetables. In 2019
Eosta saved 750,000 plastic packaging for avocados.
• Original Unverpackt is a shop without packaging. With a
product range that ranges from food to spirits, and from
cosmetics to books, it's just a complete supermarket - but
there are no disposable plastic packaging.
4. CIRCULAR DESIGNSTRATEGIES
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2. Reuse is intended to make a product or
packaging last longer.
Example:
• RePack provides returnable packaging for e-commerce.
RePack developed a closed-chain system of returnable
packaging in three customizable sizes. Empty
packaging can be folded flat and deposited in the
letterbox for free return shipping.
4. CIRCULAR DESIGNSTRATEGIES
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3. Reduce is about improving the efficiency of
transport, material and energy consumption.
Example:
• Unilever has succeeded in reducing packaging weight by
fifteen percent in six years. An example of this is the
MuCell ™ injection molding technique developed by
Trexel. This is a technology in which plastic is converted
into a microcell foam without the need for a foaming
agent.
4. CIRCULAR DESIGNSTRATEGIES
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4. Recycle is about making the technical
cycle circular
Example:
• Seepje: To enhance the sustainable character of the
detergent, made from Sapindus mukorossi, they
wanted the bottle to be made from a sustainable
material. The bottles are made from 100% recycled
post-consumer packaging material. The bottles are
easily recyclable after use.
4. CIRCULAR DESIGNSTRATEGIES
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5. Renew is about making the biological
cycle circular
Example:
• Bio4Pack -The paddy straw trays from Bio4Pack are
are made from the waste from the rice fields that
are normally incinerated. With the development of
the paddy straw trays, waste suddenly becomes a
raw material.
• Palm Leaf disposables > compostables
4. CIRCULAR DESIGNSTRATEGIES
2020-07-08 | Products that Flow | © Partners for Innovation

21. 21 Title | Partners for Innovation

22. QUESTIONS?
PLEASE CONTACT:
Siem Haffmans
s.haffmans@partnersforinnovation.com
Order your copy @ BIS Publishers

23. 2020-07 -08 | Products that Flow | © Partners for Innovation23
Siem Haffmans
Siem is strategic advisor and partner at Partners for Innovation
and trainer for CIRCO, creating business through circular design.
linkedin.com/in/siemhaffmans
Partners for Innovation
Partners for Innovation is a leading consultancy for sustainable innovation.
Together with our clients, we realize profitable solutions, with a focus on
the circular economy and sustainable energy.
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