storageware Curver Commits to Sustainability Drive


Curver talks to Housewares on embracing company-wide commitment to the responsible creation of plastic-based products. Curver, part of the global Keter Group which manufactures home and garden products, is supporting a group-wide core sustainability pledge to upweight recycled content in total production.


T


he Keter Group has unveiled five transformational sustainability pledges to be delivered in the next five years, which include: 55% of recycled content in total production, continued zero production of single-use plastic consumer products, 25% reduction in greenhouse gas emissions from production, zero-waste to landfill from production, product end of life programmes in all regions. The five pledges will be delivered by focussing


on three key areas of the business: Better Products for:


Better Places - further enhancements to its


positive circular approach for product design, manufacture and lifetime product use. Better Planet - operational efficiencies and


environmentally positive actions throughout its supply chain


Better Business - delivering social value


through ethical conduct and community investment. Kerry Murfin, from the Keter Group, said: “To


address the environmental challenges we face as a society, we must work collaboratively to live more sustainably. “Through this commitment, our business, our people and our products intend to be a force for change by having a lasting and positive impact and helping to encourage sustainable living through the creation of long-lasting products. “This a significant milestone for the company and takes a holistic look at the influence and impact we can have to build a greener and better world.” Products in the Curver range particularly


support the group-wide core sustainability pledge to upweight recycled content in total production. In response to a growing consumer


desire for products which do less harm to the planet, the brand has been innovating its design and manufacturing processes to maximise the reuse of materials. And the group is already on the trajectory


to reach the goal to increase products made from recycled materials, so that 55% of total production comes from this source thanks to the launch of core indoor storage ranges such as the Jute collection, designed with the eco- conscious consumer in mind. Inspired by handcrafted textiles, the range includes a selection of multi-functional baskets made from 100% recycled plastic, offering a collection of storage solutions for the home. The plastic used is post-industrial recycled material. Available in small, medium, and large sizes,


they have been designed in off white, deep shadow grey, forest green, and peppercorn providing retailers with a variety of options for consumers to enable retailers to maximise basket spend. Edward Johnson, Managing Director at Keter UK, comments: “We are already the largest user of recycled plastic in the industry and feel a responsibility to lead the way in creating solutions to produce zero-waste 100% recycled plastic products designed to last a lifetime. “There is an ongoing debate about plastics


and through eco-conscious innovations, we can tackle the impact and help to build a better world.


“The Jute collection, along with Curver’s


Terrazzo and Infinity ranges, are just a few examples of how we have made conscious efforts to our design and manufacturing arm to enable us to create useful products from recycled materials. We have pledged across


Getting Organised, Saving Money, Resources and Time


and making more of time away from home, with restrictions slowly being lifted. Addis talk to Housewares on their role in everyday storageware and supporting an eco-conscious view on life. Today we focus on the integral role Addis can


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play in making the everyday that little bit easier in the home, whilst also supporting a more conscious approach whilst out and about. We


30 | housewareslive.net


s we move into the warmer months, many of our focus turns to beautifying spaces, embracing space outdoors


have edited together some key products and themed bundles to assist in this quest namely: away from home essentials, simple swaps, space savers and a fresh pop of colours for cleaning must-haves. The below press release features a mix of items in-line with the brands over-riding theme of taking care of what we all already have, to keep the home clean and neat for a better well-being - with Addis. Lynsey Crombie - also known as ‘Queen of Clean’ - has joined forces with Addis to produce a stunning collection of effortless


• HousewaresLive.net


cleaning products that deliver sparkling results. The range has been designed to make cleaning in the home easier and more effective - with many items showcasing market leading eco innovation. The best-selling author, businesswoman and ITV This Morning’s official homecare expert, is famed for her game changing natural cleaning hacks. Crombie said, ‘’Pink for the sink, blue for the loo, green for cleaning and yellow for mopping up and wiping down, my fabulous range with Addis is colour- coded for different jobs around the home.’’


• twitter.com/Housewaresnews May/June 2021


the business to achieve a more efficient and less impactful approach to create the lifetime products society wants.” Further to increasing the use of recycled content in products, solutions are being developed to take back products at the end of their useful life, with plans to roll these out across all regions by 2025. The aim is to be able to responsibly recycle products while incentivising customers to exchange, thereby encouraging sustainable consumption. Taking such steps actively supports the


circular agenda designed to drive a more efficient and less impactful approach to create the lifetime products society wants.


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