When we read Cradle to Cradle, we were floored. Here was a philosophy that focused on humans being net positive assets to the planet, like a tree, versus “less bad” like what most environmentalists focus on today. Cradle to Cradle is not anti-carbon, it just believes carbon should be where it belongs – in the soil.
This aligned seamlessly with what we believed, formalizing a way of thinking we couldn’t formalize. So, we’ve embraced it with open arms.
These are the principles they espouse: