More and more European governments strive to achieve sustainability. Frans Jacobs, our account manager for Belgium and Luxembourg: “An example; if you read the memorandum called Experience by Inspiration (Ervaring door Inspiratie) written by the Flemish Minister of Habitat, Nature and Culture (Leefmilieu, Natuur en Cultuur), Joke Schauvliege, you will find many similarities with the messages we put on the Satino Black toilet tile.”
One of the passages in the Flemish memorandum reads as follows: ‘We strive to implement eco-efficient production and recycle waste to the maximum possible extent. The use of waste as a valuable raw material for our economy is a focal area in the planned extension of waste policy and in the expansion programme for our green economy’.
Frans Jacobs: “I see this as a reference to the FSC-Recycled and Cradle to Cradle symbols on our toilet tile. We use that tile to support our customers in communicating their sustainability policy. By placing the tile in the toilet areas, customers encourage awareness of and commitment to the concept of sustainability among employees and visitors.”
“Curiosity about our philosophy is growing in the market”, Jacobs continues, “we are receiving more and more spontaneous enquiries about the Satino Black concept. Sustainability is worthwhile, that's something that more and more people are coming to realise.”
Jacobs sometimes uses the Flemish memorandum when hosting visits by customers from Belgium and Luxembourg. “We cannot yet assume that everybody is familiar with the Cradle to Cradle principle, it still requires explanation. Customers who visit us for a day are brought up to date with our philosophy of doing business in a sustainable way. The theory always precedes practical implementation, but I see signs that green ideas and sustainability are increasingly spreading throughout Europe.”
There is also increasing demand for Satino Black hygienic paper in Belgium. Jacobs: “It is a very appealing and unique concept, still the only hygienic paper in the world that is both CO2 neutral and also produced 
according to Cradle to Cradle principles. It's good to know that we operate in the way the Flemish government favours. Our customers can only benefit from that exposure.”
He refers to the memorandum again. ‘The government will reduce its own environmental footprint and focus more on its task of setting a good example and exploit its influence as a major market player in order to encourage eco-friendly initiatives’. “This is almost literally the same message as on our tile. Increasingly more sustainable, that is exactly what the Flemish government wants.”