If the circular and biobased economy are to be successful on a large scale, then everything in the chain needs to be correct, from raw material to final product. All the parties are essential to these new, still vulnerable chains. The good news is that the end users are becoming increasingly active. This is contrasted by a complex logistics chain and an impending lack of capacity. Time for a rethink?

"Cradle-to-Cradle is a naive concept; raw materials that are 100% recyclable are more likely to be an exception than the rule. Switching to renewable (bio)materials is the only way to avoid exhausting earth’s resources. However, consumers will only adopt these materials if they can identify with their aesthetics and quality.”

Getting the biobased and circular economy off the ground is not only a technological problem. The success also depends on whether chain partners and customers can be convinced to take part. To create new combinations, modify production systems and really start using innovative products. It may be useful and necessary to look beyond the boundaries of sectors in order to get this job done.