Circularity.fm

Post-Consumer Recyclate: How to get organisational buy-in - The Vorwerk Case

Technical Recyclates for Premium Brands How do you get organisational buy-in for sustainable initiatives? In this episode, Nhung Kieu, Head of Sustainability at Vorwerk Group, and Michael Kroh, Fellow Materials Engineering and Sustainability Officer at Vorwerk Engineering, share how Vorwerk increased the use of recycled plastics in products such as Thermomix and Kobold vacuum cleaners. Based on Vorwerk’s experience, we discuss how organisational support was built across engineering, procurement, and management. What you’ll hear in this episode: • What drove Vorwerk to increase recycled content and position sustainability as part of the business strategy. • Which barriers had to be addressed, including quality perceptions, pricing constraints, and internal skepticism. • Which factors help to create both sustainability impact and economic value.  Listen now to get a practical perspective on how circular initiatives gain traction inside organisations by aligning technical feasibility with business and organisational realities. This episode is part of the “Recycled Plastics form Premium Brands” series, sponsored by HolyPoly. People Michael Kroh, Materials Engineering and Sustainability Officer at Vorwerk Engineering. https://www.linkedin.com/in/dr-michael-kroh-72626b169/ [https://www.linkedin.com/in/dr-michael-kroh-72626b169/] Nhunh Kieu, Head of Sustainability at Vorwerk Group https://www.linkedin.com/in/nhungkieu/ [https://www.linkedin.com/in/nhungkieu/] Patrick Hypscher, Circular Business Strategist, PaaS Expert https://www.linkedin.com/in/hypscher/ [https://www.linkedin.com/in/hypscher/] Chapters 00:00 Introduction 05:02 Usage of Recycled Plastic in Vorwerk's Products 06:29 Motivation for Improving the Share of Recycled Materials 09:46 Sustainability as Integrative Business Strategy 11:51 Barriers to Increasing Recycled Content 15:24 Premium Pricing Considerations 17:05 Strategies for Gaining Stakeholder Support 21:52 The Role of Communication in Sustainability 26:48 Outro About Vorwerk is a German family-owned consumer-goods group known for high-quality household appliances, built around direct sales and long-term customer relationships. Founded in 1883 and headquartered in Wuppertal, Vorwerk focuses on durable, premium products such as Thermomix multifunctional kitchen machines and Kobold vacuum cleaners. The company emphasises innovation and reliability, combining engineering, service, and maintenance concepts to keep devices in use for many years, and it increasingly integrates sustainability by improving energy efficiency, using more recyclable materials, and aligning its product design and operations with circular-economy principles. Further Links https://www.vorwerk.com [https://www.vorwerk.com] One-page Summary Sign-up for the Circularity.fm Newsletter and get a summary with the take-aways of this episode. Register here: https://circularity.fm/podcast-episodes/post-consumer-recyclate-how-to-get-organisational-buy-in-the-vorwerk-case/ [https://circularity.fm/podcast-episodes/post-consumer-recyclate-how-to-get-organisational-buy-in-the-vorwerk-case/]

Recycled Plastics: How premium brands build a reliable supply - the HolyPoly approach

Technical Recyclates for Premium Brands Mandatory recycled-content targets are expanding, while recycling capacity is not. In this episode, Fridolin Pflüger, co-founder and CEO of HolyPoly, looks ahead to how regulatory recycled-content requirements and carbon pricing are likely to reshape plastics supply chains over the next decade. This conversation explores the future of plastics recycling, highlighting the challenges and opportunities within the industry. It discusses the impact of regulatory changes, the dynamics of supply and demand, and the differences between mechanical and chemical recycling. This episode is the first in our “Recycled Plastics for Premium Brands” series, sponsored by HolyPoly. People Fridolin Pflüger, Co-founder & CEO at HolyPoly https://www.linkedin.com/in/fridolin-pfl%C3%BCger-holypoly/ [https://www.linkedin.com/in/fridolin-pfl%C3%BCger-holypoly/] Patrick Hypscher, Circular Business Strategist, PaaS Expert https://www.linkedin.com/in/hypscher/ [https://www.linkedin.com/in/hypscher/] Chapters 00:00 Intro 02:11 Time Warp to 2035 04:22 Regulation and the Coming Supply Shortage 06:53 Winners and Losers 11:46 Mechanical vs Chemical Recycling 15:21 Building a Recycling Supply Chain 20:41 Cost Parity and Carbon Savings 30:51 Advice for Companies Starting Now About HolyPoly is a German circular-economy company that helps brands keep plastic in circulation by designing and implementing end‑to‑end recycling systems for their products. Founded in 2020 in Dresden, the HolyPoly acts as a full-service partner for brand manufacturers, covering everything from take-back programs and sorting of end‑of‑life plastic products to the development of premium recyclates and design of new, market-ready products made from recycled materials. Further Links https://www.holypoly.co/en [https://www.holypoly.co/en] One-page Summary Sign-up for the Circularity.fm Newsletter and get a summary with the take-aways of this episode. Register here: https://circularity.fm/podcast-episodes/recycled-plastics-how-premium-brands-build-a-reliable-supply-the-holypoly-approach/ [https://circularity.fm/podcast-episodes/recycled-plastics-how-premium-brands-build-a-reliable-supply-the-holypoly-approach/]

Chemicals – key challenge and core solution provider

Circular Valley 95% of all products contain chemicals, which makes chemistry central to every industrial value chain. But what would it take to make this foundation of European production more circular? In this episode, Frank F. Meyer from Henkel Consumer Brands, Inge Neven from VITO, Prof. Regina Palkovits from RWTH Aachen and the CATALAIX program, Prof. Manfred Renner from Fraunhofer UMSICHT and Fraunhofer CCPE, and William Stevens from Tech Tour join moderator Carsten Gerhardt to discuss the future of circular chemistry.  Together they explore three core questions: What is on their horizon in terms of chemical innovation? What does it take to scale these technologies across industrial settings? And what does it take to bring something successful in the lab to the market? This episode concludes our series in collaboration with Circular Valley, which aims to advance Europe’s transition toward a circular economy across the cross border region of North Rhine Westphalia, Flanders and the Netherlands. The panel was recorded at the Circular Valley Forum 2025. People Frank F. Meyer, SVP/Head of R&D Henkel Consumer Brands, https://www.linkedin.com/in/frmeyer1/recent-activity/all/ [https://www.linkedin.com/in/frmeyer1/recent-activity/all/] Inge Neven, CEO VITO, https://www.linkedin.com/in/inge-neven-96975a1/ [https://www.linkedin.com/in/inge-neven-96975a1/] Prof. Regina Palkovits, RWTH Aachen and Head of Catalaix Program – Catalysis for a Circular Economy, https://www.linkedin.com/in/regina-palkovits-574a33a/ [https://www.linkedin.com/in/regina-palkovits-574a33a/] Prof. Dr. Manfred Renner, CEO Fraunhofer UMSICHT and Fraunhofer CCPE, https://www.linkedin.com/in/prof-manfred-renner/ [https://www.linkedin.com/in/prof-manfred-renner/] William Stevens, CEO Tech Tour, https://www.linkedin.com/in/william-stevens-681b10/ [https://www.linkedin.com/in/william-stevens-681b10/] Chapters 00:00 Introduction to Circularity FM and Circular Valley Forum 01:06 Challenges in the Chemical Industry 06:02 Innovations in Chemical Recycling 11:05 The Role of Research Institutions 15:54 Innovation and Market Dynamics 20:50 Collaboration for Circular Economy 27:12 Consumer Engagement and Sustainable Products 32:52 Future Directions and Closing Remarks About Circular Valley is a European hub for circular economy innovation, bringing together international startups, industry, science and policymakers to accelerate the shift toward circular value creation. It is based in Wuppertal, one of Europe’s most dynamic economic regions, and supports cross-sector collaboration to close material loops, advance enabling policy and increase public understanding of circular solutions. Further Links https://circular-valley.org/ [https://circular-valley.org/]

Metals – A highly circular industry

Circular Valley How can the metals sector advance circularity while navigating rising demand, resource scarcity and geopolitical pressure? In this panel from the Circular Valley Forum 2025, industry and policy leaders discuss the opportunities and constraints of creating a more circular metals system. The speakers include Inge Hofkens, COO at Aurubis, Dr. Heike Denecke-Arnold, CEO of Salzgitter Flachstahl, Bruno Pelli from Vale in Brazil, Dr. Ing. Paul Mählitz from the German Mineral Resources Agency (DERA) and Dr. Matthias Koehler, Deputy Director General for Raw Material Policy, Circular Economy and Resource Protection at the German Federal Ministry for Economic Affairs and Climate Action. The panel explores recycling limits, alloying element recovery, the role of scrap in decarbonisation, and how global market dynamics shape European resource strategies. This episode is part of our series in collaboration with Circular Valley and features sessions recorded at the Circular Valley Forum 2025. People Inge Hofkens, COO Aurubis. https://www.linkedin.com/in/ingehofkens/ [https://www.linkedin.com/in/ingehofkens/] Dr. Heike Denecke-Arnold, CEO Salzgitter Flachstah. https://www.linkedin.com/in/dr-heike-denecke-arnold/ [https://www.linkedin.com/in/dr-heike-denecke-arnold/] Bruno Pelli, VALE, Brazil. https://www.linkedin.com/in/brunopelli/ [https://www.linkedin.com/in/brunopelli/] Dr. Ing. Paul Mählitz, DERA. https://www.linkedin.com/in/pmhltz/ [https://www.linkedin.com/in/pmhltz/] Dr. Matthias Koehler, Deputy Director General - Raw Material Policy, Circular Economy, Resource Protection, BMWK. https://www.linkedin.com/in/matthias-koehler-1a36b0122/ [https://www.linkedin.com/in/matthias-koehler-1a36b0122/] Prof. Jan Grossarth, University Biberach, Editor. https://www.linkedin.com/in/jan-grossarth-b2a4031b3/ [https://www.linkedin.com/in/jan-grossarth-b2a4031b3/] Chapters 00:00 Introduction and Panel Welcome 04:42 Steel's Green Transformation 07:58 Copper Recycling: Rates, Barriers and Energy 13:37 Alloying Elements and Critical Raw Materials 19:26 Germany's Urban Mine Potential 21:43 Raw Materials as Strategic Security 28:19 Vale's Circular Business from Brazil 32:17 Closing Reflections About Circular Valley is a European hub for circular economy innovation, bringing together international startups, industry, science and policymakers to accelerate the shift toward circular value creation. It is based in Wuppertal, one of Europe’s most dynamic economic regions, and supports cross-sector collaboration to close material loops, advance enabling policy and increase public understanding of circular solutions. Further Links https://circular-valley.org/ [https://circular-valley.org/]

The Heart of Europe Collaboration

Circular Valley How can cross-border cooperation accelerate the transition to a circular economy in Europe’s industrial heartland? This panel from the Circular Valley Forum 2025 brings together three senior public-sector leaders: Susanne Hagenkort-Rieger, Director General of the Economic Policy Department at the Ministry of Economy in North Rhine-Westphalia; Brigitte Mouligneau, Transition Manager at OVAM and Circular Flanders; and Arnoud Passenier, Circular Economy Advisor to the Government of the Netherlands. They discuss how their regions structure circular economy policy, where joint priorities lie, and why trilateral collaboration is essential for scaling circular value chains across chemicals, construction and battery materials. The conversation highlights the need for shared infrastructures, coordinated industry support and policy alignment to make circular business models viable at European scale. This episode is part of our series in collaboration with Circular Valley. The series features recorded sessions from the Circular Valley Forum 2025. People Susanne Hagenkort-Rieger (Director General of the Economic Policy Department, Ministry of Economy, NRW https://www.linkedin.com/in/susanne-hagenkort-rieger/ [https://www.linkedin.com/in/susanne-hagenkort-rieger/] Brigitte Mouligneau (Transition Manager, OVAM, Flanders) https://www.linkedin.com/in/brigitte-mouligneau-67098b5/ [https://www.linkedin.com/in/brigitte-mouligneau-67098b5/] Arnoud Passenier (Circular Economy Advisor to the Government, the Netherlands) at https://www.linkedin.com/in/arnoud-passenier-9366414/ [https://www.linkedin.com/in/arnoud-passenier-9366414/] About Circular Valley is a European hub for circular economy innovation, bringing together international startups, industry, science and policymakers to accelerate the shift toward circular value creation. It is based in Wuppertal, one of Europe’s most dynamic economic regions, and supports cross-sector collaboration to close material loops, advance enabling policy and increase public understanding of circular solutions. Further Links https://circular-valley.org/ [https://circular-valley.org/]