Mary Beth Marks
Case Western Reserve University - Weatherhead School of Management
Chris Laszlo
Keep this story going! Share below!
As part of its sustainability efforts, Ford is committed to increasing its use of biomaterials – including soy, rice hulls, cellulose, wheat straw and agave fiber. In a recent innovation, Ford launched a partnership with Jose Cuervo to source agave fibers, which are used to developed sustainable bioplastics. This biomaterial is used in the interior of vehicles, as well as to produce exterior components, such as storage bins.
The inspiration came from the work of Debbie Mielewski, Technical Leader for Sustainability Research. Mielewski has been working for the past 28 years to reduce Ford’s dependency on fossil fuels by innovating with biomaterials. The Ford fleet of vehicles now includes eight sustainable-based materials, including soy foam, castor oil, wheat straw, kenaf fiber, cellulose, wood, coconut fiber and rice hulls.
After learning about Mielewski’s work with agave fibers, John Cangany, Director of Corporate Social Responsibility Communications at Ford proposed the idea of approaching Jose Cuervo, the world’s largest and most widely distributed tequila brand to form a sustainable partnership. Given the life cycle of agave, the fibers are a byproduct of the distillation process. While some of the fibers are used for composting and by local artisans, this partnership enables the agave fibers to contribute in a new way.
This partnership has been a success for a number of reasons. Sustainability is often a challenging issue to relay to the public. However, by bringing together two global brands in such a tangible way, the science of biomaterials and reduction of fossil fuels is clearly illustrated.
This partnership brings together the strange bedfellows of an automotive manufacturer and tequila distiller to create a a sustainable pipeline for an effective biomaterial. This work raises awareness and visibility for what is possible when companies pursue integrated and embedded sustainability practices.
Through research and development, agave fibers have been found to meet all quality and durability standards for use in non-safety related components. This is just one part of a growing body of research looking to accelerate the development and use of 100% plant-based PET materials and fiber in products.
In June 2012, five global corporate leaders came together to launch the Plant PET Technology Collaborative (PTC). These companies, The Coca-Cola Company, Ford Motor Company, H.J. Heinz Company, NIKE, Inc. and Procter & Gamble, have identified the need to share best practices in non-competitive industries, to advance the science and use of PET materials in consumer goods.
Through unique and creative partnerships, like Ford and Jose Cuervo, industry leaders across categories have the opportunity to shine the spotlight on innovative work being done in this space.
Prior to launching this partnership, the majority of all agave fibers used by Jose Cuervo in the distilling process were either sent to a landfill or were burned. By extending the life of the material, Jose Cuervo is leading by example and may help to influence other companies within their geographic region and/or spirits industry.
As a society, all benefit from the creative thinking taking place in corporations large and small. This partnership challenges other companies to think creativity and may spark new ideas for sustainable innovations.
Get stories of positive business innovations from around the world delivered right to your inbox.
John Cangany, Director of Corporate Social Responsibility Communications
Ford Motor Company is a global company based in Dearborn, Michigan. The company designs, manufactures, markets and services a full line of Ford cars, trucks, SUVs, electrified vehicles and Lincoln luxury vehicles, provides financial services through Ford Motor Credit Company and is pursuing leadership positions in electrification, autonomous vehicles and mobility solutions.