At a highly charged workshop in 2008 Michael Braungart stated that people could call Cradle to Cradle whatever they want 'Muesli to Muesli, Noodle to Noodle or whatever' this appeals to my abstract sense of humour, but a serious side to the ownership of the term C2C has been brewing for sometime and seems to have reached a head....

At a highly charged workshop in 2008 Michael Braungart stated that people could call Cradle to Cradle whatever they want 'Muesli to Muesli, Noodle to Noodle or whatever.' This appeals to my abstract sense of humour, but a serious side to the ownership of the term C2C has been brewing for sometime and seems to have reached a head in the recent Fast Company article. Some serious comments from key people follow this.

I believe that Professor Braungart has wider aspirations, but perhaps has found it difficult to find a framework that would do justice to his vision, which would easily be watered down by Bureaucrats and others interested in long winded litigation. A key thing needs to be noted. There is nothing stopping any company organisation or anything else from using the general ideas presented in the public domain to further their goals. So in relative terms it is a red herring.

Braungarts recent appointment as the Chair of C2C at Erasmus University, does not seem to comply with the populist picture of a land grab, and perhaps points more to someone that is both fascinated and interested in furthering research into the area.