16 Jun '11, 7am

Desso chief Stef Kranendijk tells BusinessGreen his company is reaping the rewards of its 'cradle to cradle' approach

When the chief executive says he wants his company to be like a cherry tree, it is clear this is no ordinary organisation. And so Desso, Dutch manufacturer of carpet tiles and artificial sports pitches, proves. "With this tree," explains Stef Kranendijk, who has headed up the company since 2007, "everything that is blown away or falls on the ground is being used by plants or animals or insects. Now we want our products to be like that." FURTHER READING Desso to sweep carpet recycling into London by 2012 Updated: WRAP unveils plan to stop UK wasting £2bn After buying into Desso four years ago, Kranendijk was captivated by the seminal 2002 work Cradle to Cradle: Remaking the Way We Make Things , by German academic Michael Braungart and US architect William McDonough. The book advocates designing products from pure raw materials that can be continuously and safely recycled an...

Full article: http://www.businessgreen.com/bg/interview/2079188/path-su...

Tweets