Cradle to Cradle” thinking posits that intelligent design can eliminate the concept of waste. The concept was developed by William McDonough and Michael Braungart, who started a firm that consults and certifies C2C production in 1995 and have written a bestselling book and range of case studies about C2C concepts and experience. MDBC, their consulting firm based in Charlottesville, VA, certifies companies and government agencies that follow their C2C criteria and allows them to share a common brand mark. Cradle to Cradle design refers to a production process where products are developed for closed-loop systems in which every output ingredient is safe and beneficial – either to biodegrade naturally and restore the soil (called a biological nutrient), or to be fully recycled into high-quality materials for subsequent product generations (called a technical nutrient).
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