bioplasticsMAGAZINE_0903

Interview
bM: Let‘s come back to your new role. What is it?
HK: In my function as Secretary General I will advise
European Bioplastics in fields of strategic interest. Market
introduction policies and the legal framework are of key
importance to trigger and enhance further growth. This
also includes the development of certain fundamentals
such as standards or labels that will define product
qualities and contribute to the public image of bioplastics.
My task as communicator will be to support these efforts
internally, and in building stakeholder relations and
alliances.
bM: Sounds like a lobbying role on behalf of Plastics Europe…
HK: (laughs) Yes, but it will be more punk or rock’n’roll
than just mainstream! It will take a while before bioplastics
become conventional ‘pop’ music or mainstream, and
perhaps even a little boring - like mega-successful
polyethylene. Many musicians in the early days of their
careers play in small clubs, not widely recognised by
the public. But if they are good they will develop a higher
profile. Today bioplastics can hardly be ignored but until
they become evergreens they will have to run through all
the phases of maturing. You cannot totally steer or control
such development; there will be ups and downs, successes
and failures.
bM: When will they enter the CD charts?
HK: You can have a big Number One hit in the early stages
of development without belonging to the mainstream. But
by the time they reach the status of big plastic commodities
I might be retired. It is a long way from a few hundred
thousand tonnes to many millions. After 1 years in that
business I only know one thing for sure: It will happen,
you cannot stop evolution. Babies cannot run, teens can’t
drive buses, but adults fly to the moon - and will soon fly
to Mars.
bM: Where do Bioplastics stand today?
HK: Still on the threshold of a wider market entry.
However the changes which are ongoing today are
essential for reaching the next level of performance. More
capacities, more players, more products, more critics.
The bioplastics’ industry has a highly complex value chain.
All players - from the farm via processers to marketers
– must get involved and aligned, in collaborations driven
by commercial interest. As long as everything looks ‘highly
exotic’ there will only be a few pioneers around. Today
we see many new players with many new products, the
application range has increased substantially and more
complex plastic products, like multi layer packaging,
mobile phones or ski boots, have recently become biobased
and/or biodegradable.
bM: More companies, more speed?
HK: Yes. With their adoption and efforts the process
will accelerate and the graph of the result will be a steep
curve. Second and third movers – producers – will lead
to more competition and higher product quality. This is
happening now, new capacities will go on stream in the
months and years.
There is another image that I have used again and again
to motivate myself over the past 1 years. It’s the pioneers
that first settled in North America. These settlers came
to the East Coast and had a spirit of ‘heading for new
horizons’. These people made their way through the
wilderness. And later others followed. One example is
seen in starch compounds: Novamont started very early
and almost alone, today companies such as Plantic,
Cereplast, Sphere-Biotec or Biograde are looking for their
chance, just to name a few. Compostable starch plastics
have the biggest market share today. And look at PLA. It
was triggered by NatureWorks building an industrial scale
plant in 2003. Now they are expanding it, and two European
consortiums are building plants here in Europe.
bM: And Harald Kaeb was the frontier scout who led the
way through the wilderness?
HK: (Laughs) But seriously - investment decisions are
easier when success stories become tangible. Innovation
is always about chickens and eggs: Why spend money
on product and market development and take very high
... giving a TV-interview at an exhibition
bioplastics MAGAZINE [03/09] Vol. 4 9