News

The 2nd Circular Catalonia Congress hosted a prominent round table focused on successful cases of new circular business models, featuring pioneering companies from key sectors. Moderated by Alba Cabañas, vice president of CADS, the session brought together professionals such as Iñaki Barrenechea from Safechem, discussing servitization in the chemical sector; Aurora Farré from Iberital, offering insights on reconditioning and valorization; Oriol Segarra from Bumerang, explaining the take-back concept; and Alba Obiols from Kave Home, highlighting the perception of reuse (PxR). Iñaki Barrenechea from Safechem provided the perspective of an experienced provider in the safe and sustainable management of solvents. Specializing in applications like industrial part cleaning, Safechem demonstrates how servitization can transform the way industries manage their chemical resources. Barrenechea emphasized the importance of “training and informing the customer” to successfully integrate circular thinking into society. Aurora Farré, general manager of Iberital, presented the Iberital New project, which reconditions used coffee machines to extend the life of the products. This initiative not only valorizes products but also highlights how reconditioned items can attain a higher value than new ones, thanks to a commitment to quality and sustainability. Aurora concluded her contributions to the round table with the phrase, “If the customer believes in it, we can succeed.” Oriol Segarra, founder of Bumerang, showcased how his business model directly tackles single-use packaging with reusable and compostable containers. His systemic and circular approach not only reduces waste but also educates consumers on the environmental benefits of the take-back system, which encourages returning containers to the point of origin to promote reuse. Oriol stressed that “half measures won’t cut it” when it comes to change. Alba Obiols, vice president of sustainability at Kave Home, shared how her company is integrating preparation for reuse through Kave Care, a program that promotes the recovery and reuse of furniture. This strategy not only reduces environmental impact but also enhances brand perception among customers who value sustainability. Alba emphasized the importance of quality and transparency, stating, “The customer’s perception is key for circular businesses.”

A Second Life Does Not Bring Less Value

During the round table, there was intense discussion on whether the public understands and appreciates the added value of circular business models. Iñaki Barrenechea highlighted that more and more customers value sustainability as a key factor in their purchasing decisions, pointing out how monthly subscription programs can raise awareness about resource reduction. Aurora Farré emphasized how the second life of products not only preserves value but can also increase it, thanks to consumers’ perceptions of the quality and sustainability of reconditioned items. The discussion touched on the need for greater public awareness of the circular economy and the importance of social media in driving this shift toward more sustainable models. In conclusion, the round table demonstrated how companies can play a vital role in transforming their sectors toward more sustainable and circular practices, addressing the challenges of the linear economic model with innovation and a commitment to environmental preservation.