The purpose of this section is to address the opportunities for further research that could be helpful in overcoming the limitations of and extending its scope.
The present research has involved a multiple cases study over six companies. In order to overcome the restrained generalizability of the findings, future research can be conducted using quantitative data through the analysis of a larger sample. By using a larger sample future research will be able to assess the validity of data by addressing a wider variety of industries and contexts. For instance, the construction sector and the automotive industry have been left out of the research scope. Nevertheless, it has been recognized their pivotal role within the CE, as these are two industries where the CE could be highly beneficial from an economic level of analysis.
In this sense, further research could also extend the scope of the present study by addressing the problem statement outside Denmark. Thus, further research will allow to compare the different findings across the countries. By implementing the research in other contexts, future research could also be directed towards the understanding of end-user’s perspective over the CE. This kind of researches could include different methodological strategies from the one adopted in the present research, such as surveys and experiments. These studies will be able to give valuable findings that companies could exploit in order to better address the development of the design of circular products. Moreover, studies are needed to understand the willingness and predisposition of end-users in changing habits towards a more conscious consumption.
The mentioned opportunities for future research could vary the time horizon in which the studies are conducted.
By choosing a longitudinal time frame, future research will be able to depict the evolution of CE within the six case companies, considering the changing context. This would draw an outline for companies that are interested in shifting towards CE but find it difficult today. The outline could be especially valuable for industries where CE has not been applied yet and could help the spread of knowledge over the topic.
Further assessment can also direct its focus towards the understanding of practical applications of IoT. This would extend the findings of the present research, increasing their robustness. Future research could define the best sensors that could be used in the industries discussed in this analysis. In conclusion, research has tackled the interplay of topics whose relevance is growing both for scholars and practitioners.
108
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118
Reference List of Interviews
- Arup (2019, April 3), Interview conducted with Elliott More.
- Kaffe Bueno (2019, March 6), Email interview conducted with Alejandro Franco.
- Kaffe Bueno (2019, March 6), Interview conducted with Alejandro Franco.
- Lendager TWC (2019, April 10), Interview conducted with Ditte Lysgaard Vind.
- Ministry of Environment and Food of Denmark (2019, March 26), Interview conducted with Andreas Hastrup Clemmensen.
- Plastindustrien (2019, March 21), Interview conducted with Christina Busk.
- Plastix (2019, February 7), Interview with Hans Axel Kristensen and Henrik Adam.
- Plastix Field Trip (2019, April 8), Interview with Hans Axel Kristensen, Fenella Mets and Henrik Adam.
- Refurb (2019, February 25), Email interview conducted with Mette Marie Karlberg.
- Schoeller Plast (2019, February 27), Interview conducted with Jan Bybjerg Pedersen and Lars Brandt.
- Sprout (2019, February 25), Interview conducted with Michael Stausholm.
- SvampeFarm (2019, February 11), Interview conducted with Mark Pellegrini.
- Wastecontrol (2019, March 30), Email interview conducted with Lars Kruse Ravnsbeck.
119
APPENDICES
1.Case Descriptions: through the micro and the macro scope Kaffe Bueno ApS
Kaffe Bueno started as a university project by three Columbian business students in London and was the result of both the realization of how important coffee is for Scandinavians, as well as establishing a business. Their initial idea was to support the small coffee farmers in Colombia by selling organic coffee to Denmark, because of the country’s level of organic consumption. They applied for a start-up business fund from the Danish Business Authority and obtained entrepreneurial visas (A. Franco, personal communication, March 6, 2019). Today, Kaffe Bueno represents a B2B company that processes spent coffee ground to extract oils for the cosmetic and pharmaceutical industry.
Revenues in the Coffee segment in Europe amount to 25.9 million EUR in 2018. The market is expected to grow annually by at a compound annual growth rate of 5.5% (A. Menke, 2018). The average coffee consumption per capita stands at 4 kilos and in relation to total population per person revenue is around 50 EUR (Statista, 2018).
The Scandinavian countries are nearly all at the top of the coffee-drinking nations per capita. Finally, the Danes have been estimated to drink about 10 kilos of coffee annually, which is higher compared the EU average of 6.5 kilos (Statista, 2017).
However, it was only after coming to Denmark and starting to sell the coffee, that the company grew aware of the volumes of waste that coffee generates after consumption. According to Kaffe Bueno (2019), 9 billion kilos of coffee are treated as waste, or are not properly disposed, being left decomposing in a landfill and generating tons of methane a day, a greenhouse gas 86 times more harmful for the environment than CO2. For every ton of coffee
“waste” decomposed in a landfill, 340m3 of methane are released in the environment.
At first, the founder of KB looked into the potential of producing energy or biomass pellets, but they realized that the value of these products was very low considering the requested amount of coffee waste. This led them to further research and discovered that coffee beans contain several classes of health-related chemicals, such as phenolic compounds, melanoidins, diterpenes, xanthine and vitamin precursors. Kaffe Bueno found that only 1%
“Danish SMEs are innovating using circular economy principles, and even bringing food waste back into the food system as innovative, upcycled, nutritious and sustainable ingredients. However, policies are hindering the pace of innovation due to old school regulations. Synergies would consist on working closer and more dynamic to bring this
innovation to the marketplace in a more agile manner”
Co-Founder, Alejandro Franco
120 of the mentioned nutrients are extracted during the coffee brewing process, which led them to discover the vast valuable source of bioactive compounds, such as the oil once extracted, that have a wide range of applications in cosmetic and pharmaceutical industries.
Kaffe Bueno counts six members in the team, located at the KPH offices in Kogens Enghave. Products are not on the market yet and the company has sent sample to approximately 1,000 potential customers, who share and support (as also waste supplier do) Kaffe Bueno’s green values. Finally, Kaffe Bueno is certified by B Lab Europe in 2019 for its strict social and environmental values and practices towards employees, society, environment and customers. With its activity, the company contributes to the UN Sustainable Development Goals, with a specific commitment towards a sustainable consumption and production (SDG n. 12), while also contributing to SDGs n.
13 and 1712.
All in all, Kaffe Bueno has developed the first biorefinery in Scandinavia. With this respect, it has been chosen as for its ability to develop innovative business ideas and techniques from a common product that many people consume every day, and of which will be evaluated not only the environmental but also the potential economic gains.
SvampeFarm IVS
SvampeFarm is a B2C, Copenhagen-based start-up with two employees, selling a kit to grow sustainable mushrooms in domestic conditions, using spent coffee grounds that usually go to waste. The products of the company are designed for the so-called “window gardening”, giving the opportunity of a small-scale production for personal consumption (M. Pellegrini, personal communication, February 11, 2019).
Originally from Denmark, the two co-founders decided to proceed with the business idea after being inspired from a similar company (Back to the Roots). The team already had complementary experience - expert knowledge on both mushroom-growing and children education about mini farming, as well as the entrepreneurial experience.
The initial goal was starting a business and having a fun project on the side of their main professional occupation.
Currently based in a shared office at Christianshavn, SvampeFarm has no physical shop or other facilities so far, but sells its products online, with a monthly average of 4500 units. Customers include mushroom lovers, schools
12 SDG n. 13: Climate action; SDG n. 17: Partnerships for the goals.
“The biggest challenge is to change people’s mindsets, because it is a very long and slow process. And then of course the financial aspect for building the sustainable
business. Opportunities people give credit us to the idea and that also promotes healthier lifestyle”
Co-Founder, Mark Pellegrini