Roy Vercoulen will be joining the Cradle to Cradle Products Innovation Institute’s staff as its Vice President Europe. He will be principally responsible for helping to accelerate and amplify European enthusiasm for the Cradle to Cradle CertifiedCM Products Program and heading efforts in Europe.

As a quality standard, Cradle to Cradle product certification provides product designers and manufacturers with a path for continuous improvement that spurs the creation of truly innovative, high quality and beautiful products for people and our world.

“Dutch industry and society have aggressively embraced Cradle to Cradle certification and the concepts that drive it, and Roy has played a significant role in this adoption. He has developed important strategic partnerships with business, government, and education partners. We are delighted to have him join our team.” said Bridgett Luther, president of Cradle to Cradle Products Innovation Institute.

“This next big step for the Institute demonstrates that Cradle to Cradle is an international movement and community.  I am particularly excited that we are opening up offices in the Netherlands where so many great companies such as Ahrend, Auping, Cosentino, Desso, DSM, Jalema, Mosa, Staco, Vanderlande Industries, Van Gansewinkel, and Van Houtum have been leading the way for C2C certification,” said Institute board member Warner Philips.