New paths to competitive advantage
Green invention behind new enterprise
Some times, cleaner products create completely new enterprises - Robert & Kjær is such an enterprise.
Robert & Kjær produces a new material that can be used as roof flashing around chimneys and ventilation exhausts. The new product is an environment-friendly alternative to lead, which will be banned in flashing from December 2002.
The product has been developed by Poul Meier, a professional inventor. He developed the product in 2000 after he had sealed the roof around a chimney using lead flashing. There must be a better way, thought Poul Meier. After considerable effort, he succeeded in inventing an alternative material for which he currently holds the patent.
Anders Kjær Jørgensen and Jess Robert thought so highly of the alternative that they purchased the license to produce the invention. This was the birth of a new enterprise.
Believe in the product
"When I first heard about the product, I thought "pull the other leg!". When I learnt more about it, however, I knew that it was the best alternative to lead," says Anders Kjær Jørgensen, who worked professionally with lead for many years as a plumber.
"And we two are such fiery souls that we just had to try to make a go of it. We have a product that is not only good for the environment, but is also light and flexible. And because we believe that there is a large market for our product, we have used enormous amounts of time to set up mass production. This takes a long time, and that is something one has to be prepared for."
For Robert & Kjær, the greatest challenge has been to establish a production apparatus. There is obviously a great difference between creating a well-functioning prototype and establishing an enterprise that can mass-produce the new product.
In the first phase the enterprise has not only benefited from the collaboration with the inventor of the product. Robert & Kjær has also received considerable support from suppliers, collaborators and the remainder of the plumbing branch. For example, professional fitters have helped test how the new product functions in practice.
Both Poul Meier and later Robert & Kjær have received support from the Danish EPA's Programme for Cleaner Products. Among other things, Robert & Kjær has received support for the development of a pilot plant that has provided experience with the best and cheapest way to make the product.
"For a small, newly-started enterprise like ours, effective, well-functioning cooperation with the outside world is vital," says Anders Kjær Jørgensen. He regrets, though, that the enterprise did not seek more help from external technicians. They could have saved Robert & Kjær considerable time.
An analysis of 330 Danish enterprises shows that 80% of enterprises consider that their reputation is of significance for their sales. Source: "Global ansvarlighed - Fremtidens krav til danske leverandører", 2001, Confederation of Danish Industries. |
Internally in the enterprise, staff engagement in the work is extremely high, and Robert
& Kjær has even experienced that new employees have joined the enterprise in order to
participate in the development of the new, environmentally sound product.
The Programme for Cleaner Products The Danish EPA's Programme for Cleaner Products is a support scheme aimed at strengthening the development and sale of cleaner products. The Programme supports projects that prevent environmental impacts from all stages of the products' life cycle. The term product is broadly defined and also encompasses services. The Programme is also intended to strengthen the development of systems able to improve processing of the waste generated during the life cycle of the products - including recycling. The areas to be supported are stipulated each year by the Council for Cleaner Products in the annual prioritization plans. Read more at: www.mst.dk |
Interest from abroad
Anders Kjær Jørgensen does not hide the fact that it was the ban on the use of lead in flashing that paved the way for the new enterprise.
The new regulations mean that Robert & Kjær can more easily keep hold of Danish enterprises who are interested in the product. There is also great interest in the product from abroad, however, despite the fact that the use of lead flashing is still permitted there.
Robert & Kjær ApS, Juelsminde, 8 employees.