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Icons: © 2014 The Cradle to Cradle Products Innovation Institute Closing the Loop Companies find ways to make production more sustainable through innovation, recycling and reuse By Amy Westervelt The Cradle to Cradle Certified Product Standard assesses sustainability in five areas, represented by the icons above. These are (clockwise from top left): renewable-energy use, social fairness, material health, material reutiliza- tion and water steward- ship. Certified products may show the program’s logo (opposite page). In San Francisco, packaging designers at the cleaning-products company Method are working on turning plastic found in the ocean into gracefully designed bottles for liquid dish-and-hand soap. In Brooklyn, the employee-owners at the IceStone company’s factory are mixing recycled glass, non- toxic pigments and concrete to make high-end coun- tertops. In Arlington, Washington, north of Seattle, the MicroGreen factory is transforming used water bottles into insulated to-go cups—which you might be sipping coffee from on an Alaska Airlines flight. Across the country, companies such as these are seeking environmentally sound ways to make useful recycled and recyclable products. It’s the sort of thinking Bridgett Luther, president of the Cradle to Cradle Products Innovation Institute, headquartered in San Francisco, believes is ushering in a new industrial revolution. Luther notes that the environmental movement can sometimes seem to emphasize restrictions when 132 Alaska Airlines Magazine December 2014 AAM 12.14 Close Loop.indd 132 11/17/14 5:47 AM