
In attempts to better define what it really means to be green, the Cradle to Cradle Products Innovation Institute, in partnership with Make it Right, has selected products from ten companies as finalists in the Product Innovation Challenge. 144 applicants were screened by toxicologists and building professionals, proposing new alternatives from insulation grown from fungi and bricks from living organisms, to roofing made from waste limestone and recycled plastic. The ten finalists represent the shared values of practical sustainability and entrepreneurship, creating "a building product that is safe, healthy, affordable, effective and designed to be returned safely to nature or industry after use."
















