With Cradle to Cradle^®, as in nature, there is no such thing as waste, no having to do without, no limitations. Using biological and technological nutrient cycles, the right materials are brought to the right place at the right time.

The aim of the Cradle to Cradle^® design concept is to improve the quality of products so that they

• Have an improved consumer quality for the user
• Pose no health risk for anyone who comes into contact with them
• Are of both economic and ecological benefit 

The Cradle to Cradle^® method of production is in direct contrast to the “Cradle to Grave“ model in which material flows are formed without any conscious consideration of protecting resources. Rather than attempt to reduce the linear material flows and present-day methods of production, the Cradle to Cradle^®  design concept envisages their redesign into circular nutrient cycles in which value, once created, remains of worth to both man and nature.
The Cradle to Cradle^® design concept is founded upon three fundamental principles.