Novamont presented last Friday in Milan its new brand identity, in order to enhance and aligning the corporate image of the group.
Ever since it was set up, Novamont has encouraged a new model of sustainable development. The project of integration between chemistry, environment and agriculture is now a concrete model of bioeconomy focused on the efficient use of resources and territorial regeneration. Novamont’s products are the result of four integrated proprietary technologies and manufactured in innovative Italian production sites.
The rebranding process concerns not only Novamont but also its subsidiaries, Mater Biopolymer e Mater Biotech, and its products: Mater-Bi, Matrol-Bi and Origo-Bi.
The new brand identity was presented during a conference with the presence of the CEO, Catia Bastioli, the real driver of the Italian bioeconomy. Bastioli said “Novamont invested 200 million euro in Research and 500 million in new plants”.
According to Bastioli “the Italian bioeconomy is protagonist at European level. We need to rethink products in order to be sustainable”.
Marco Lavazza, vice president of Lavazza, presented the first wholly biodegradable and compostable coffee capsules for espresso machines and the project with the Polytechnic of Turin to produce mushrooms from coffee grounds. The capsules will be on the market by the end of 2015. This initiative is the result of a 5 year research project and a strategic alliance between two leading representatives – Lavazza and Novamont – of Italian industry at the highest level.
The new Lavazza coffee capsules are made of Mater-Bi® 3G, a material belonging to the third generation of Novamont’s bioplastics. Mater-Bi® 3G is made with a new thistle-based bio-polymer and contains a significant percentage of renewable resources. It is ready for organic recycling according to EU standard EN 13432 and entails a considerable reduction of greenhouse gas emissions.
In the current linear model of production-consumption-disposal, the product ends its lifetime as waste and is sent to a landfill site or incinerator. The compostable capsule created by Lavazza and Novamont, can instead be disposed of along with the other organic waste and processed industrially to become compost. This is the circular economy principle of zero waste, according to which all used products can return to being a resource, with significant environmental benefits.