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55%

of plastic produced between 1950-2015 went straight to landfill, 30% was still in use, 8% was incinerated & 6-7% was recycled

350

million tonnes of plastic waste is produced around the world

0.5%

of plastic waste ends up in our oceans - while that doesn't seem like a lot, that's between 1-2 million tonnes

5

years is how long it takes a product made with EarthSmart technology to biodegrade by at least 90%*

source: Hannah Ritchie, Veronika Samborska and Max Roser (2023) - “Plastic Pollution” Published online at OurWorldinData.org. Retrieved from: 'https://ourworldindata.org/plastic-pollution' [Online Resource]

*according to calculations based on independent testing to ASTM D5511 & ISO 15985, which show degradation of over 90%

so, what is EarthSmart?

why should you have to compromise on style, quality or price to be more eco-concious?

now you don't have to.

what?

EarthSmart is a technology that allows plastic to biodegrade in landfill conditions, without affecting look, feel or functionality of the product. Say goodbye to expensive, clunky, fragile biodegradable products that don't do anything for the eye.

why?

We have a problem, and our planet is suffering - over half of the world's plastic waste is still going to landfill. Some is mismanaged, some ends up in incineration and some even finds it's way into lakes, rivers and oceans. Very little of our plastic waste is actually recycled.

how?

It's super clever really... EarthSmart attracts specific microbes and bacteria found in landfill conditions that not only break the plastic down, they fully digest it too. What's more, because of the way they digest it, there's no microplastics left behind.

when?

According to calculations based on independent testing to ASTM D5511 and ISO 15985, it takes 5 years for a product made with EarthSmart to biodegrade by at least 90%.

FAQs

Are products made with EarthSmart safe for my baby?

100%. We've tested EarthSmart to the moon and back - not only for biodegradability, but also for child safety and food contact safety to the relevant standards, as required by law.

Are products with EarthSmart single use or reusable?

Biodegradable doesn’t have to mean single use – as you’d expect, you can (and should!) use products made with EarthSmart again and again until you no longer have a use for them. Once you’re finished with them, you should recycle them in line with your local recycling guidelines. If, for whatever reason the product ends up in landfill, that’s where we have it covered with EarthSmart.

Will EarthSmart products start to biodegrade in my cupboard at home?

No - products made with EarthSmart will only biodegrade in specific microbe-rich environments like landfill. Don’t worry, you won’t ever open your cupboard to find your products have biodegraded before your eyes!

Does EarthSmart contain bacteria or microbes?

Nope! EarthSmart is composed of organic compounds – it’s basically a special grade of plastic that’s super attractive to bacteria and microbes that are found in landfill.

If products made with EarthSmart attract bacteria, does that mean they’ll become dirty and attract bacteria into my home?

The bacteria that can sniff out EarthSmart and break plastic down are only found in microbe-rich environments like landfill, so your home is safe from plastic munching bacteria! Unless they end up in landfill, they’ll remain perfectly usable and functional. You don’t need to do anything special to care for your EarthSmart products – they’re even safe for dishwasher, microwave, steriliser, fridge and freezer use (suitability may vary dependent on product, so be sure to check the cleaning and care instructions before use)

What is landfill?

A landfill is a site for the disposal of waste materials by burial and is a traditional form of waste treatment – basically it’s where your general waste and rubbish ends up. Land-filling is a common method of waste disposal around the world.

How long does it take for EarthSmart products to biodegrade?

We’ve tested EarthSmart to the moon and back and proven it works, including to specific biodegradable standards ASTM D5511 and ISO 15985. Our calculations based on these results show that products made with EarthSmart will biodegrade over 90% in as little as 5 years. As you can imagine, every landfill site across the world is different, so giving you a specific timeframe for when each product will biodegrade in your local landfill is very hard.

Does EarthSmart affect the structure or characteristics of the plastic the product is made from?

This is the beauty of EarthSmart – it doesn’t affect the look, feel, functionality, quality or structure of a product! You can put them in the dishwasher, throw them from the heights of a highchair and warm up stone cold food left over from lunchtime in the microwave. As you would expect, we’ve tested EarthSmart to the moon and back for biodegradability, child safety and food safety.

Are products made with EarthSmart steriliser, dishwasher, microwave and freezer safe?

Yes! EarthSmart doesn’t change the functionality or versatility of a product – they’re safe for dishwasher, microwave, steriliser, fridge and freezer use - suitability may vary dependent on product, so be sure to check the cleaning and care instructions before use.

Is EarthSmart in every Vital Baby product?

EarthSmart development takes a little time to make sure we’re getting it just right, and while most of our products do have EarthSmart magic within, not every product in our range has it just yet. Some materials are not technically compatible right now, but we’re working towards making all of our products with EarthSmart, so watch this space! Products that are made with EarthSmart are easy to spot, look out for the EarthSmart logo on our packaging.

Are products with EarthSmart recyclable?

Absolutely! Products made with EarthSmart can (and should!) be recycled – just make sure you recycle them in line with your local recycling guidelines.

Do products made with EarthSmart leave microplastics behind when they biodegrade?

Long story short, no. The bacteria and microbes that EarthSmart attracts to break the plastic down produce an enzyme while they’re eating, that allows them to fully digest it as they go. This means that the only thing left behind is the carbon backbone of the product (bacteria waste).

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