MBDC Announces First-Ever Cradle to Cradleâ„¢ Environmental Certification for Six Industry Products

Charlottesville, VA (October 12, 2005) – McDonough Braungart Design Chemistry (MBDC) today announced six products as the first to qualify for Cradle to Cradle™ certification. MBDC's new program evaluates and certifies the quality of products based on Cradle to Cradle™ Design principles by measuring their positive effects upon the environment, human health and social equity. "We are delighted to announce that six international firms have products which are the first to be awarded the Cradle to Cradle™ certification� said MBDC Chief Executive Officer Kenneth Alston. Named today as the first products to qualify under the rigorous evaluation system, are:

Athletic Polymer Systems, Inc. Tartan® Track
Haworth, Inc. Zodyâ„¢ Chair
Hycrete Technologies, LLC Hycrete® Concrete Additive
Pendleton® Woolen Mills Classic Wool Flannel
Steelcase, Inc. Thinkâ„¢ Chair
Victor Innovatex, Inc. Eco Intelligent Polyester®

“All have met stringent environmental and human health standards in product design achievement," said William McDonough, the internationally recognized environmental architect and designer who, with Dr. Michael Braungart, co-founded MBDC and developed the Cradle to Cradle™ Design approach. These are the first of many firms who have engaged MBDC to evaluate their products for potential certification, which aims to help companies design and manufacture the highest quality products. Dr. Michael Braungart said, “Cradle to Cradle™ is real, not just a good idea. It supports the triple top line, improving revenues, the environment and equity - and it's fun!�

MBDC's Cradle to Cradle™ certification process examines products at many levels to ensure they meet key standards for ecologically-effective design. Basic certification levels include Biological Nutrient or Technical Nutrient -- both of which are evaluated in terms of human and ecological health, intended for simple products -- and Platinum, Gold or Silver which are evaluated to meet additional standards including energy, water and social criteria. The strict MBDC certification processes provide corporations proof and validation of their products' quality, performance, and ecological intelligence, all of which are designed to enhance a product's market value. MBDC's ecologically intelligent certification process is modeled on the promise of the "next industrial revolution" championed by McDonough and Braungart and articulated in their book, Cradle to Cradle: Remaking the Way We Make Things. It advocates a paradigm change in corporate thinking and widespread application of the ecologically intelligent design concepts found in nature. In recognizing McDonough as a “Hero for the Planet� in 1999, Time magazine stated “his utopianism is grounded in a unified philosophy that - in demonstrable and practical ways - is changing the design of the world.�

www.mbdc.com/certified.html

On November 29th Mr. McDonough spoke of our Next Industrial Revolution to Environment and Energy TV.
www.eande.tv/main/ (video 12:59)

“China is the key to solar (zero carbon) energy on a planetary basis�…“We explain these projects in terms of money. And once they (corporate America) see it is a fiduciary responsibility and they can make a lot of money doing it. Then they do it�…“The real value of government and the regulatory framework is to set high benchmarks and then give encouragement to people to meet those high benchmarks [towards clean, circular, solar, regenerative production and architecture]�

Sustaining Development Community Centre