What happens when the evidence of recycling becomes the reason to buy?

In this episode, Rose VanHecke, sustainability director at Electrolux for Europe, APAC and MEA, shares how making new fridges from the recycled plastic of old ones helps close the resource loop. And it created a unique selling point.

The result? A distinctive greige color that couldn't be hidden. So instead of hiding it, Electrolux leaned in. When consumers understood where that color came from, something remarkable happened: they didn't just accept it. They wanted it.

Listen to the story of how transparency about materials turned a constraint into a competitive edge, a new industry benchmark, and how closing the loop on fridges became proof that going circular pays off. Literally.

Do you also want to make going circular work and worthwhile? This series explores real-life stories from business leaders who are making the business cleaner, greener, more just and more future-proof. Building resilient value chains, launching new business models with a compelling value proposition at the heart. At Innoboost, we see that a strong business case drives real change in many sectors. Creating profit to be proud of.

Show notes

Discover more about how Electrolux sets a new industry benchmark for the use of recycled plastics.

Follow Rose Vanhecke on her journey going circular.

Visit innoboost.com for more insights, research and tools on going circular. Drop us a note if you want to share your story via sandra.horlings@innoboost.com

Credits

This is a podcast by Innoboost | Creating Profit to be proud of

Hosts: Sandra Horlings & Christiaan Kraaijenhagen

Production & Edit: Malou van der Starre

Sound: Joris van Grunsven, Studio Takt