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Inspired by those principles, the non-profit Cradle to Cradle Products Innovation Institute was launched in San Francisco last year to help California crack down on harmful chemicals in consumer products, mandated by a groundbreaking 2008 “Green Chemistry” law, and promote safe manufacturing standards everywhere. So far, some 90 American companies and more than 300 products have gotten the “C2C” stamp of approval and 400 companies in the Netherlands.
To ramp things up stateside, Braungart recently joined McDonough on a whirlwind tour of Northern California—his first visit to the U.S. in six years, promoting a new “C2C” website and a more streamlined, transparent certification system.
