"Circularity is about creating new value from what already exists"

Overcoming the Green Deal Hurdles: What Makes Circular Business Thrive?

"Leads for circular services are growing weekly because customers are actively seeking sustainable solutions," says Mark Lina, Business Developer for the Circular Economy at Manutan. "Circularity is about creating new value from what already exists, measuring your impact, and making it easy for customers to choose sustainable options."

You might be surprised by the progress being made behind the scenes. For example, it took Electrolux from 2017 to 2025 to transform a circular idea into a factory standard. Despite facing numerous hurdles, they now successfully include 70% recycled plastic in their new fridges, setting a new industry benchmark with a 2030 target of 35% recycled plastics and steel across all products.

While Electrolux is fully prepared for the upcoming EU Green Deal, other sector players who lag behind face a harsh reality: failing to establish this new value chain now may seriously jeopardize their license to operate.

Ready to learn from these frontrunners? Discover the exclusive insights from Electrolux, Philips, Chainable, and FrieslandCampina.

• Listen to the podcast series "Going Circular Pays Off" to hear their real stories

• Prefer the deep dive? Download the white paper here to find out exactly what makes circular business fly.