Transitioning between a world of linear consumption of natural resources and accumulation of post-consumer waste, to a virtuous circular model, where waste and renewable materials are inputs for value creation, is within grasp. Many companies have already embraced this strategy, and we have seen success stories alongside this new market logic. Founded in 2007 by two young entrepreneurs, Ecovative is based on a brilliant idea: fungi can be used to produce rigid and molded materials, such as are needed in insulation and packaging. On the other side, a more than two centuries old French champagne house – Veuve Clicquot Ponsardin. Both examples, despite their very different contexts, are compelling and encouraging. Packaging, a good that we use on a daily basis, and that contributes to dangerous waste accumulation when not recyclable, can be transformed into a truly 100% environmentally friendly product.
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