Cradle to Cradle Travels to Iceland - Interview with Michael Cucchiara
Michael Cucchiara, an advisor to CaraGreen and partner in Greenbridge Developments - a mixed use development in Chapel Hill, NC seeking LEED Gold status, has just returned from William McDonough’s annual fishing trip in Iceland. We caught up with him to learn more about this trip, including the esteemed guest list, hot topics of discussion, and why it all happens in obscure Iceland.
CaraGreen: What is the goal of William McDonough’s annual trip to Iceland?
Michael Cucchiara: To bring together leaders from all disciplines, from around the world, to talk about how to change the way materials are designed and made. And, to do this in a relaxing atmosphere.
CaraGreen: Why Iceland?
Michael Cucchiara: Bill has been going to Iceland for around 25 years. He originally went because he was a chauffeur for Benny Goodman. He stayed at the same lodge back then and he just fell in love with Iceland, the people and the countryside. Iceland is incredibly rugged and has a diverse landscape. You see everything from lunar-looking lava fields to beautiful rivers and lakes. It’s one of the more unique environments you’ll ever see. And, it’s the youngest land mass on earth.
CaraGreen: Is this the first year you’ve attended?
Michael Cucchiara: Yes, but the trip has been going on for about 13 years.
CaraGreen: Who else attended the trip this year?
Michael Cucchiara: The President of Iceland and his wife, Raul Vasquez - President and CEO of Wal-Mart, Sir Martin Sorrell - CEO of WPP advertising, Steve Milliken - Milliken Industries, Tom Darden II - Cherokee, Tom Darden III - Make It Right Foundation, and Bridgett Luther – Director of the CA Department of Conservation, among others. It’s really a diverse group of people
CaraGreen: Where did you stay (or is that a secret)?
Michael Cucchiara: Vatnsdalsá, a rustic fishing lodge. Interestingly, Eric Clapton was checking out as we arrived.
CaraGreen: What were the main topics of conversation?
Michael Cucchiara: Cradle to Cradle – How to take it worldwide…can it get legs and takeoff?
Bridgett Luther of the CA Dept. of Conservation, who works with Arnold Schwarzenegger, wrote legislation during the trip proposing that any and all products coming into CA be labeled with what they are made of and whether or not there are toxic materials in them. Over time, manufacturers would have to remove the toxins or the products could not come to CA. Perhaps NC will pass this legislation as well.
We also got updates on what everyone is specifically doing right now. This was to spur others’ thoughts and imagination on what they could do environmentally as a company or individual.
The Make It Right rebuilding project in New Orleans requires that any and all products used on site have no toxicity. If there’s any doubt, they take it to the University of New Orleans and have them test.
And, Nestle has just introduced re-source brand water, available through Whole Foods, that comes from natural springs in the US and is packaged in bottles made from 25% recycled plastic. The effort responds to growing criticism that popular bottled water products, which are often shipped long distances and packaged in bottles made with plastic, are harming the environment and clogging landfills. Over time, Nestle plans to increase the amount of recycled plastic in its bottles.
CaraGreen: What activities did you do while there?
Michael Cucchiara: Fishing for salmon, horseback riding, hiking, and general camaraderie of meeting interesting new people
CaraGreen: What was the highlight of your trip?
Michael Cucchiara: Catching an 85 cm salmon. It’s important to note that Iceland is very protective of their fishing, as it represents 90% of their GDP. Only 8 people are allowed to fish at one time within a 26 kilometers area. All the fishing we did was catch and release. Even so, they don’t want to scare the fish.
CaraGreen: Do you think you will go again?
Michael Cucchiara: Bill rarely invites people twice, so we’ll see…
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