ABSTRACT
This chapter discusses differences between eco-efficiency and eco-effectiveness and, siding with the latter, present the Cradle-to-Cradle (C2C) framework as a highly promising model for sustainable production. It analyses one case of C2C production, namely the Satino Black toilet paper produced by the Dutch company Van Houtum. The concepts of performance economy, the Blue Economy, The Natural Step, and regenerative design have all contributed to the ideas of what a ‘green economy’ should look like. The Cradle to Cradle Products Innovation Institute is a non-profit organization that administers the C2C Certified Product Standard and Certified Products Program. If Houtum is truly committed to Cradle-to-Cradle, it should consider switching to a supplier of packaging material that has the same or even a higher material reutilization score as its own product does. The implementation of an International Organization for Standardization 50001 Energy Management System has allowed Van Houtum to make energy sourcing more efficient.
