Organic Processing Vo1.5 #3

ers of cleaning products to help them identify any ingredients of concern and replace them with preferred alternatives. Companies can brand themselves as contributing to a healthier future through an expanded definition of quality— ecological intelligence, social responsibility and customer satisfaction.

OP: Many companies have commented on how they see these product development principles not only benefiting the environment, but also bettering the bottom line. The global director of product design at Nike even called the idea a “profit engine.” Herman Miller said that they saw the criteria not as a burden, but as way to ensure “better, more efficient products.” What do you see as the biggest advantages from a business perspective?

NASA, the City of Chicago, the City of San Francisco and other public agencies. The State of California has adopted Cradle to Cradle as part of its future vision for the Department of Toxic Substances Control, helping manage hazardous materials to prevent the creation of problems in the first place, instead of cleaning up problems after they are created.

McDonough: We are working on an agenda of “triple top line”— revenues can be maximized by also building value from the environmental and social as well as economic perspective. The perspective should be to expand the definition of quality, not just minimize costs and negative impacts. We designed Herman Miller’s GreenHouse factory and office facility for worker satisfaction, and Herman Miller saw increases in worker productivity, product quality and employee retention.

OP: You have developed a certifica-
tion program. How does this work?
OP: You have also worked with the government of China. Do you think it is
possible to get government buy in from the United States?

McDonough: We have worked with the U.S. Postal Service, U.S. Air Force,

McDonough: Cradle to Cradle Certification is a program through which we validate how well a product has achieved against our criteria for human health, ecotoxicity, recyclability, material recovery, as well as renewable energy use, water quality, water use efficiency and social responsibility in manufacturing. It makes manufacturers think about important aspects