Interview
also taken to ensure the end product is not corrupted by chemicals or other “nasties”. “We check the soil is not contaminated, wherever the crops are grown,” Keith explains. “We have another system to monitor the harvesting, and then the husk is tested again for contaminants. So when the end product is eventually crushed into fertiliser at the end of its life cycle, we know it’s truly organic.” In 2021 the company’s commitment
to sustainability was rewarded with Gold and Silver Awards – respectively for Environmental Development and Environmental Sustainability – in the Environmental Best Practice category of the Green World Awards, the global campaign to find the world’s greenest countries, companies and communities. Incredible Husk competed against more than 500 other nominees in the Awards and was also appointed a World Green Ambassador, the highest accolade presented by the Green Organisation. Apart from a modest press release, the company deliberately hasn’t shouted too much about Incredible Husk, preferring to wait in the wings until the completion of the United Nations Climate Change Conference in Glasgow. “Things are set to change for manufacturers now,” says Keith. The cost of plastic is set to rise, and under “producer pays” rules, set to come into force in 2023, companies will have to do more to dispose of their own waste. “Eventually, plastic is going to be regarded like asbestos,” says Keith.
The aim is
not to beat manufacturers over the head with a sustainability stick, however; Incredible Husk’s mission is to collaborate rather than dictate. “We don’t want to sell products,” Keith asserts. “Our aim is to license this technology worldwide, to help people decarbonise. Yes, manufacturers are going to have to modify their machines, but in any case, the bigger companies are continually investing and R&D for new product lines, and their tooling does wear out and need replacing. “We’re not going to pretend it’s something that can be done in weeks or just a few months, but in three to 24 months you could get to the point where your machinery can be upgraded and your workforce upskilled, so you’re ready for that crossover point where plastic becomes prohibitively expensive and a real problem, and you can
switch to using our product instead.” While the company has recruited both
academic and business ‘ambassadors’ to spread the carbon-negative message to the rail, construction and other industries, Keith has made spearheading change in the toy and baby markets his personal mission. “The toy industry is still reliant on plastics, and the plastics industry as a whole contributes 13% towards climate change,” he says. Safety concerns are also paramount. “Plastic toys may contain toxic chemicals and
PAHs, which can be carcinogenic, and babies are at
greater risk of harm
as they tend to put things in their mouth. Our product, however, is entirely
organic.”
Incredible Husk will be at both the London and Nuremberg Toy Fairs showcasing baby toys and coloured building bricks, and launching its ‘Teach, Learn & Play (TLP)’ range. The TLP toys were inspired by Ekoplay, a company that Keith helped “a wonderful lady” called Rajika Dhiren to set up in Hyderabad, India. “Rajika has done more to help children with learning difficulties than anyone I’ve ever known,” Keith says. “The toys are educational resources in that the same product can be used by the teacher to teach, the children can learn from it, and the
parents can play with it with their children.” Education is a key focus for the company.
“It’s about empowering all these brilliant, brilliant girls and boys of the future so they can grow up and make a change,” says Keith. The charitable arm of Incredible Husk is working with Dr Grace Olugbodi on a midwifery programme for Africa and India, and is looking at various initiatives including a PhD programme to help create a new generation of earth-focussed scientists, who will innovate further as time goes on. With a policy that “no harm should be
done to any life form, whether that’s animal, plant or human”, the company seems to have everyone’s best interests at heart – and all of us are welcome to come along for the ride. “Some companies will adopt this
technology because they care about the environment, and others will only get on board because they care about their bottom line,” concludes Keith. “Ultimately, that doesn’t matter. We just want to take as many people as possible with us on this journey.”
Keith and Incredible Husk will be at the London Toy Fair and in the British Pavilion at Spielwarenmesse 2022 on Christine Lawson and Roger Walker’s EDUK8 Worldwide stand. For more information visit
www.incredible-husk.com
Jan/Feb 2022 | toy news |69
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