Grohe tackles plastic crisis with the help of partners and customers

IndustryNews Mon 4th Apr 2022 by KBBFocus

Grohe tackles plastic crisis with the help of partners and customers

Grohe tackles plastic crisis with the help of partners and customers

Global bathroom brand Grohe says it is offering its retail partners a product line suitably equipped to reduce end-users’ plastic footprint. In a representative study conducted by YouGov on behalf of Grohe, 54% of respondents stated that a new product should support them in saving plastic in their daily life – before saving waste (53%) and energy (51%). According to Grohe, with living spaces such as the kitchen the focal point of consumers’ daily lives, kitchen studios and installers are in a unique position to help customers reduce their plastic usage by offering innovative products, along with trusted knowledge on sustainable solutions. 

The company says that having a portfolio that meets consumers’ sustainability needs while providing high-quality products is a win-win for professional partners and their clients alike. With its Grohe Blue water system, the brand believes it has established a true gamechanger. Not only does it offer chilled, filtered and, if desired, carbonated water directly from the tap at home, but it also allows consumers to avoid plastic bottles, saving a family of four up to 800 single-use plastic bottles a year. The Grohe Blue provides the same convenience in everyday life, while directly contributing to a future of reduced plastic waste.  

Jonas Brennwald, leader Lixil EMENA and co-CEO for Grohe AG, said: “We can only tackle this crisis together. As a brand of the Lixil family, it is essential for Grohe to ensure we protect the resources mother nature has given us. One organisation or brand alone cannot achieve what needs to be done and so we want to enable consumers and partners alike to create a more sustainable future together. With innovative products like the Grohe Blue water system, we support our B2B partners in joining us on this journey with an innovative, high-quality product portfolio that allows them and their customers to make a real difference.” 

Since 2019, Grohe has joined forces with everwave, an environmental nongovernmental organisation that uses innovative waste collection boats to collect plastic waste before it damages marine ecosystems. As part of Grohe’s 'Made for your water' campaign, consumers were given the chance to make a direct contribution towards a cleaner environment. For every Grohe Blue purchased between 1st August and 31st December 2021, Grohe and everwave committed to collecting one kilo of waste with the help of everwave’s CollectiX boat. Thanks to these contributions, the joint clean-up mission has removed a total of 30 tons of waste from the Bočac Reservoir in Bosnia and Herzegovina throughout February 2022 – this equals the weight of over one million 1.5l PET-bottles. 

Clemens Feigl, CEO & co-founder of everwave, said: “Grohe’s ‘Made for your water’ campaign highlights how to balance commercial and sustainability goals. We are proud to have a partner in Grohe who shares our vision of a better, plastic-free future and with whom we can raise awareness for the prevailing plastic crisis and drive concrete action. We are looking forward to many more projects to come.” 

Tags: industry, news, grohe, sustainability, jonas brennwald

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