Yesterday, architect William McDonough and chemist Dr. Michael Braungart launched their Green Products Innovation Institute, Inc. , an addition to their Cradle to Cradle Movement® (C2C). This new non-profit organization is focused on being a valuable resource for all consumers, and ultimately, will help people achieve a higher level of environmentally safe and healthy products. The driving force behind the movement is that through the innovation of “redesigning products and ingredients to become nutrients, and enabling old products to become the raw material for new goods and services” a cycle of reusing elements will eliminate waste.