This case study details the findings of the analysis of a single Cradle to Cradle Certified product compared to a non-certified equivalent. The document is one of ten examples intended to support the Technical Report which provides more information on the framework developed and all findings of the pilot study across a range of products and companies. This document introduces the Van Houtum company narrative and product analysis of the Cradle to Cradle Certified SILVERSatino Black hand towel, compared to a conventional, non-certified paper towel sold by the company before optimization. This identifies and describes impact improvements in the fields of business, society and the environment, related to Van Houtum’s pursuit of Cradle to Cradle Certified product certification.
An overview of the methodology is given on page 13 with a more detailed discussion of the approach available in the supporting Technical Report. The research findings (page 18) review work done by the company to optimize product performance across the five quality categories of material health, material reutuilization, renewable energy and carbon management, water stewardship and social fairness, and its effect on business performance. Through product optimization, Van Houtum increased renewable energy sourcing, improved the safe and recyclable content of product inputs and improved social and environmental reporting practices.