Greenspeed Interview: when eco-friendly cleaning products contribute to the circular economy

When eco-friendly cleaning products contribute to the circular economy 

CSR innovations can also include detergents and other cleaning products. Manutan’s partner Greenspeed offers ecological cleaning solutions, based on products of natural origin, which are totally ecological and fully adhere to the circular economy. Interview with Franck Devlaeminck, International Key Account Manager and Johan Tops, Commercial Director of Greenspeed. 

Manutan: Can you describe Greenspeed in a few words? 

Franck Devlaeminck: Greenspeed was founded 25 years ago in the Netherlands. The company offers a comprehensive range of sustainable cleaning products and innovative microfibre products. All our cleaning products aim to have a positive impact on both people and the environment. For this reason, our cleaning concepts are based on the principle of the circular economy as well as human health rather than the linear economy. Greenspeed is currently active in about 30 countries throughout Europe, as well as in Asia. Our products are distributed through major retailers such as Manutan, as well as through distributors specialising in hygiene products, and in the food industry. We have a turnover of 10 million euros, of which more than 50% is exported outside the Benelux countries. We are therefore a thoroughly European group, especially as almost all of our plant-based detergents are produced in France, in our ecological factory in Boulogne-sur-Mer. 

Manutan: As you said, Greenspeed has assumed a particularly strong stance in favour of the environment and the circular economy. Can you tell us more about this? 

F.D: 25 years ago, Greenspeed was the first company in the Benelux region to offer a quality microfibre certified by Nordic Swan, the Scandinavian eco-label. This initial success allowed us to pursue external growth initiatives, including the acquisition in 2015 of Ecover Professional, which was also a pioneer in the development of environmentally efficient detergents. As a result, we have gradually expanded our product range from microfibre to eco-friendly cleaning products, washing systems and cleaning trolleys made from recycled and recyclable material. The aim is to always be able to provide our customers with the most efficient and environmentally friendly products while respecting the principles of the circular economy. This of course includes obtaining important environmental certifications, such as the European Ecolabel, the C2C (Cradle to Cradle) mark and the Nordic Swan mark.

Obtaining C2C certification for our detergent was a world first at the end of 2012. This certification, which validates the circular approach of our production, monitors products according to 5 main baselines: 

• The use of health-conscious ingredients to ensure the health of users 
• The recycling of materials  
• The social conditions in the production process 

• The use of renewable energy in the manufacturing process 
• The usage and treatment of water in the manufacturing process 

Johan Tops: It should be noted that the Cradle to Cradle mark promotes the circular economy as well as the zero-waste economy. The attribution of this mark guarantees that our products do not generate waste, whether biological waste or packaging waste. All our products are fully biodegradable and our packaging is 100% recyclable. 

Manutan: Given the scale of your commitment, is it possible to refer to Greenspeed as an activist organisation? 

F.D: Absolutely. The vision and commitment of Greenspeed’s teams to offer our customers the most effective and environmentally friendly cleaning solutions possible is indeed a form of activism, even if it is expressed within the framework of a company which, like any other company, has to face performance and profitability issues.

Manutan: Beyond the environmental issue, has Greenspeed developed other CSR initiatives? 

F.D: Greenspeed tries to respect the importance of its CSR commitment both internally and externally. For example, we prefer local production and working with local partners. We also endeavour to deploy a rational logistics tool and to optimise our travel methods and energy consumption. 

Manutan: Do you use performance indicators, for example for your carbon emissions? 

J.T: Our operations generate very little CO2 because they are based on products of natural origin and on the maximum use of renewable energy in the production process.

On the other hand, we are very careful to measure the impact of our detergents on aquatic life. It is important to note that we are often the first to bring innovation to the market. For example, in addition to being the first producers of cleaning solutions and detergents to be awarded Cradle-to-Cradle certification, we were also the first in the industry to open an eco-friendly factory and to use packaging materials made from sugarcane fibres. In this respect, our wish is not to be satisfied with this or that certification, but to go even further and to offer more innovative solutions for increasingly greener and more efficient products.  

Manutan: Do the specific features of your products lead you to change your sales pitch?  

F.D: Our very firm environmental position means that we sometimes have to include an educational dimension in our sales pitch. The aim is to present our vision and demonstrate the added value of our products, in contrast to any form of greenwashing. It is, therefore, a question of demonstrating both the high effectiveness of our products and their total compliance with environmental issues. For example, we have developed a range of probiotic-based products, that is to say, based on good bacteria, capable of carrying out a long-term cleaning action. These bacteria will feed on micro-organisms on a continuous basis, so as to ensure long-term cleanliness. In addition, these probiotics help in water purification. It is, therefore, important to explain how our products work. In any case, we are seeing an ever-growing appetite for ecological cleaning products among our clients. While the market share of these products was almost zero twenty years ago, they now represent 15% to 20% of the market for corporate products and are growing steadily.

Manutan: Greenspeed’s businesses are directly related to health matters. Have you observed any change in your customers’ attitude to CSR concerns since the start of the pandemic? 

J.T: It seems that one of the effects of the pandemic is to raise awareness of health and environmental issues. Health, cleanliness and the safeguarding of our environments are, of course, now on everyone’s minds. All this naturally encourages enthusiasm for circular products with a high environmental value.

F.D: We are also seeing an evolution in purchasing policies that are increasingly supportive of responsible procurement. Buyers are expressing a desire to expand their range of cleaning products. Their objective is to obtain products that are good for the planet, but also for the health of the cleaning teams and for the quality of life at work.