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Way to get Brad Pitt’s approval

This summer, the 18-month-old Cradle to Cradle Products Innovation Institute is setting out to make its green-product certification as well known as the old Good Housekeeping Seal. When eco-building guru William McDonough and German chemist Michael Braungart created C2C—modeling it on the sustainable-manufacturing principles outlined in their seminal 2002 book, Cradle to Cradle: Remaking the Way We Make Things—they recruited star power galore, nabbing the likes of Brad Pitt, RFK Jr., and Norman Lear (of Environmental Media Association) as founders, along with Wendy Schmidt (of Palo Alto’s Schmidt Family Foundation and wife of Google’s executive chairman) who also serves on the board with Zem Joaquin (of San Francisco’s Now, they’re ramping up even more, with a new searchable database on C2C’s website, revamped guidelines for manufacturers, and a slew of newly certified products like nontoxic hand soap from SF-based company Method. “This has set a new gold standard for environmentally and socially responsible product design, and helps companies like our own succeed,” says Method cofounder Adam Lowry. Many of the products C2C certifies may not yet be household names, but with any luck—and maybe a photo of Brad using the products—they will be soon.