- LIXIL EMENA has set itself the goal of creating plastic-free product packaging for its GROHE brand by 2021
- Thanks to the initiative, approx.10 million plastic packaging could already be saved until today
- Cooperation with Pacific Garbage Screening (PGS) supports common vision to reduce the environmental impact of plastic waste
Dubai, United Arab Emirates, 7 July 2020. In 2018, GROHE, a leading global brand for complete bathroom solutions and kitchen fittings, launched its initiative to replace plastic in product packaging with more sustainable alternatives. Until today, approximately 10 million items of product packaging made from plastic could be eliminated; by 2021, this figure is to be significantly increased to up to 35 million.
The transition to plastic-free packaging is a process that involves all production sites equally. In addition to identifying the most commonly used plastic packaging, new, more sustainable alternative materials must be researched, tested and then implemented. “Offering plastic-free packaging is part of our comprehensive 360-degree sustainability approach, which equally includes employees, suppliers, customers, processes, products and our contribution to society. For us, as a brand, it is important to constantly review existing processes from the perspective of sustainability,” says Thomas Fuhr, COO Fittings LIXIL International and CEO of Grohe AG. “The mission to achieve entirely plastic-free product packaging by 2021 is an important step in our contribution to the fight against the global plastic waste problem.”
This is also where GROHE Blue comes in: The water system offers still, medium or sparkling water directly from the kitchen tap – filtered and chilled to the optimum drinking temperature for a perfect taste. This way, a family of four can on average save up to 800 plastic bottles per year.
Pacific Garbage Screening & GROHE united against plastic waste
The goal of reducing plastic waste is also strengthened by the cooperation with Marcella Hansch, founder of Pacific Garbage Screening e.V. Both partners share the vision of achieving clean water by reducing plastic waste in oceans and rivers. The trained architect is developing a water platform that collects plastic waste in rivers before it is flushed into the oceans. GROHE does not only support this project financially – both partners want to raise public awareness of the plastic problem and make people aware of a more sustainable lifestyle.
In addition to the initiative against plastic waste, the global brand is pursuing a clearly defined carbon strategy: As one of the leading manufacturers in the sanitary industry, GROHE’s production has been carbon-neutral since April 1st. To this end, the brand converted all LIXIL EMENA production plants to green electricity in July 2019. The sanitary manufacturer offsets so far unavoidable CO2 emissions through compensation projects and supports activities that are based on very high standards, such as the Gold Standard, developed under the leadership of the WWF.
Due to its ongoing commitment to sustainability, GROHE has repeatedly achieved top rankings in the German Sustainability Award, and in 2017 the sanitary brand was awarded the CSR Award of the German Federal Government. Last year, GROHE CEO Thomas Fuhr was awarded the B.A.U.M. Environment and Sustainability Prize by the B.A.U.M. corporate network for his commitment to sustainability.
GROHE is a leading global brand for complete bathroom solutions and kitchen fittings and has a total of over 6,500 employees in 150 countries – 2,600 of them are based in Germany. Since 2014 GROHE has been part of the strong brand portfolio of the Japanese manufacturer of pioneering water and housing products LIXIL. In order to offer “Pure Freude an Wasser”, every GROHE product is based on the brand values of quality, technology, design and sustainability. Renowned highlights such as GROHE Eurosmart or the GROHE thermostat series as well as groundbreaking innovations such as the GROHE Blue water system underline the brand’s profound expertise. Focused on customer needs, GROHE thus creates intelligent, life-enhancing and sustainable product solutions that offer relevant added value – and bear the “Made in Germany” seal of quality: R&D and design are firmly anchored as an integrated process in Germany. GROHE takes its corporate responsibility very seriously and focuses on a resource-saving value chain. Since April 2020, the sanitary brand has been producing CO2-neutral worldwide. GROHE has also set itself the goal of using plastic-free product packaging by 2021.
In the past ten years alone, more than 460 design and innovation awards as well as several top rankings at the German Sustainability Award have confirmed GROHE’s success. GROHE was the first in its industry to win the CSR Award of the German Federal Government and was also featured in the renowned Fortune® magazine’s ranking of Top 50 that are “Changing the World”.
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