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This programme is well tuned to the circular economy programme
of the Amsterdam Economic Board and vice versa. The number
of bottom-up initiatives is also rapidly growing in the Amsterdam
Metropolitan Area, in city neighbourhoods, by start-ups and
through existing proactive companies. 37
Examples are living labs, such as De Ceuvel and Buiksloterham in
Amsterdam, which literally provide space for circular initiatives
and entrepreneurs to experiment and innovate. The Amsterdam
restaurant Instock converts rejected but still good food into meals;
social enterprise company Fairphone develops smartphones designed
and produced with minimal environmental impact. The
second model of the company’s device is one of the first modular
smartphones available for purchase; it is designed to be easily
repaired and upgraded. Park 20|20 in Haarlemmermeer, another
great example of a local circular initiative, is the world’s first
cradle-to-cradle business park. 38 Amsterdam Airport Schiphol no
longer buys LED lamps, but rather pays for lumen. Philips, the
lumen vendor, remains the owner of the lamps and thus remains
responsible for a long lifespan and recycling the lamps after use.
Other examples are sustainable clothing brand Kurt’s Amsterdam
and environmentally friendly paint producer RIGO in IJmuiden.
The possibilities for reusing, repairing and reviving products
are far from exhausted, and can create all sorts of new locallevel
enterprises. Estimates of the potential number of new jobs
vary, but up to 2,000 additional jobs have been estimated in the
Amsterdam Metropolitan Area by 2025. If combined with a shift
from selling products to hiring or leasing them, this number could
increase even further.
37 Cramer, J., The Raw Materials Transition in the Amsterdam Metropolitan
Area: Added Value for the Economy, Well-Being and the Environment, En
vironment, 2017, 59, 3, 14-21, https://doi.org/10.1080/00139157.2017.1301167.
38 Holland Circular Hotspot, Circular is Going Global, The Hague, June 2018,
www.hollandcircularhotspot.nl.