Roy Vercoulen to Join Cradle to Cradle Products Innovation Institute as Vice President Europe

The Cradle to Cradle Products Innovation Institute today announced that Roy Vercoulen will be joining the Institute's staff as its Vice President Europe. He will be principally responsible for helping to accelerate and amplify European enthusiasm for the Cradle to Cradle Certified Products Program and heading efforts in Europe.

As a quality standard, Cradle to Cradle® product certification provides product designers and manufacturers with a path for continuous improvement that spurs the creation of truly innovative, high quality and beautiful products for people and our world.

"Dutch industry and society have aggressively embraced Cradle to Cradle certification and the concepts that drive it, and Roy has played a significant role in this adoption. He has developed important strategic partnerships with business, government, and education partners. We are delighted to have him join our team." said Bridgett Luther, president of Cradle to Cradle Products Innovation Institute.

"This next big step for the Institute demonstrates that Cradle to Cradle is an international movement and community. I am particularly excited that we are opening up offices in the Netherlands where so many great companies such as Ahrend, Auping, Cosentino, Desso, DSM, Jalema, Mosa, Staco, Vanderlande Industries, Van Gansewinkel, and Van Houtum have been leading the way for C2C certification," said Institute board member Warner Philips.

About the Cradle to Cradle Products Innovation Institute
The Cradle to Cradle Products Innovation Institute is a nonprofit organization co-founded by William McDonough and Michael Braungart to bring about a large-scale transformation in the way we make things. The Institute's mission is to provide a continuous improvement quality standard to guide product manufacturers and designers in making safe and healthy things for our world.

The Institute, using the Cradle to Cradle® product certification framework, works with leaders from academia, the NGO environmental community, government, and industry to implement a standard for assessing and constantly improving products based on five criteria:

1. Safe and appropriately-sourced materials

2. Material reutilization

3. Renewable energy and carbon management

4. Water stewardship

5. Social fairness

Products that meet the transparent criteria of this rating system will receive the Cradle to CradleCM certification mark.

Learn more at


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