Goodhout: an elegant and circular wood alternative
Putting an end to coconut waste
Waste has been on the list of circularity’s worst enemies from the start. It is directly responsible for high carbon emissions, human health issues, and natural habitat destruction. The coconut industry is one of the most flagrant examples of waste production. Out of the 70 billion coconuts harvested annually, 90% end up burned or landfilled by farmers. This process alone generates more than 35 million tons of C02 emissions every year. Goodhout wants to put an end to this environmental disaster, turning coconut waste into an amazing wood alternative.
Putting an end to coconut waste
Waste has been on the list of circularity’s worst enemies from the start. It is directly responsible for high carbon emissions, human health issues, and natural habitat destruction. The coconut industry is one of the most flagrant examples of waste production. Out of the 70 billion coconuts harvested annually, 90% end up burned or landfilled by farmers. This process alone generates more than 35 million tons of C02 emissions every year. Goodhout wants to put an end to this environmental disaster, turning coconut waste into an amazing wood alternative.
Putting an end to coconut waste
Waste has been on the list of circularity’s worst enemies from the start. It is directly responsible for high carbon emissions, human health issues, and natural habitat destruction. The coconut industry is one of the most flagrant examples of waste production. Out of the 70 billion coconuts harvested annually, 90% end up burned or landfilled by farmers. This process alone generates more than 35 million tons of C02 emissions every year. Goodhout wants to put an end to this environmental disaster, turning coconut waste into an amazing wood alternative.
How it started.
From coconut waste to circular husk panels
For Silvia ten Houten, the CEO and founder of Goodhout, sustainability will always be a primary objective of business development. She realized the potential of coconuts as raw material, after witnessing the incredible amount of waste produced by Indonesian farming. During her studies in the Netherlands, Silvia found out about a technology that could directly bring back value to these coconut shells. Since then, she has patented her own technology, allowing Goodhout to make incredible coconut husk panels from the fruit’s fibers. The company is now developing new designs for furniture and home appliances, scaling up production to hopefully become the main alternative to wood.
“The world is looking for cleaner & more sustainable, this is exactly what Goodhout is looking to produce.”
Silvia ten Houten, founder of Goodhout
Sustainable Value Proposition.
The Goodhout panels are three times more resistant to fire than untreated woods.
A fully circular wood alternative
Goodhout’s husk panels check all the boxes of circularity. The material limits waste and carbon emissions by preventing coconuts from being burned or landfilled. Additionally, they could be a solution to some of the 18.7 million acres of forest lost to deforestation each year. The technology developed by Goodhout also allows them to leave out toxic chemicals commonly used in woodwork. Most importantly, it is a strong, durable, and truly beautiful alternative to wood. Coconut fibers are still not a common material in product design. In this way, Goodhout had to make sure its panels matched and even exceeded the quality of traditional wood. With this in mind, they worked tirelessly on designing a highly versatile and robust material.
A fully circular wood alternative
Goodhout’s husk panels check all the boxes of circularity. The material limits waste and carbon emissions by preventing coconuts from being burned or landfilled. Additionally, they could be a solution to some of the 18.7 million acres of forest lost to deforestation each year. The technology developed by Goodhout also allows them to leave out toxic chemicals commonly used in woodwork. Most importantly, it is a strong, durable, and truly beautiful alternative to wood. Coconut fibers are still not a common material in product design. In this way, Goodhout had to make sure its panels matched and even exceeded the quality of traditional wood. With this in mind, they worked tirelessly on designing a highly versatile and robust material.
The Goodhout panels are three times more resistant to fire than untreated woods.
The Goodhout panels is three times more resistant to fire than untreated woods.
Our Insights.
Sharing the passion behind the project
Goodhout had a disruptive technology at hand and wanted people to learn about it. In this way, Circular Stories helped them communicate about their work as part of the Green Challenge organized by the Dutch Postcode Lottery. We guided Silvia Ten Houten through the process of video branding and business storytelling. Goodhout’s new communication strategy was built to inspire B2B consumers, investors, and product designers. The end result was a compelling brand video that showcased her passion, her goals, and the amazing wood alternative Goodhout had to offer.
Beyond circularity.
Giving back as a business model
An essential part of Goodhout’s work is to consider the social impact of their operation. From day one, Silvia wanted to ensure that the farmers and coconut field workers would get paid a fair wage. Having roots in Indonesia, it only made sense for her to give back to local communities, making sure that if Goodhout thrives, so would the farmers. Her commitment doesn’t stop there, as she is also planning to set up a children’s charity fund and a micro-financing program for women entrepreneurs in the farming community. This is a real inspiration for all circular actors, considering profit as an enabler of social and environmental projects, as the end goal of business.
Meet the Circular Stories Team!
Do you want to position yourself as a frontrunner of circular business? Circular Stories can help you build your communication strategy in record time!
Whether you want to reach out to investors or new customers, our Video Brand Story program will help you stay in the mind of your audience!
Learn more about what video branding can do for your business right here:
Do you want to position yourself as a frontrunner of circular business? Circular Stories can help you build your communication strategy in record time!
Whether you want to reach out to investors or new customers, our Video Brand Story program will help you stay in the mind of your audience!
Learn more about what video branding can do for your business right here:
Do you want to position yourself as a frontrunner of circular business? Circular Stories can help you build your communication strategy in record time!
Whether you want to reach out to investors or new customers, our Video Brand Story program will help you stay in the mind of your audience!
Learn more about what video branding can do for your business right here:
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