The Future Is Green: Dr William Chizhovsky Of The Good Plastic Company On Their Top Strategies for a Cleaner Planet
An Interview With Wanda Malhotra
Start with yourself. I think we should strive as consumers to create demand for various products that make the world better. We need to change at all levels. Sometimes it may seem like, ‘What can I do? Let the government or other big players take care of it.’ But in reality, it all depends on you personally. If you don’t do it, you won’t be able to make others do it either.
As we face an unprecedented environmental crisis, the need for sustainable solutions has never been more urgent. This series seeks to spotlight the innovative minds and passionate advocates who are leading the charge in environmental conservation and sustainable practices. We aim to explore the most effective strategies, breakthrough technologies, and transformative policies that are shaping a more sustainable future for our planet. As a part of this series, I had the distinct pleasure of interviewing Dr. William Chizhovsky, Founder & CEO of The Good Plastic Company, the leading international manufacturer of sustainable surface materials.
Dr. William Chizhovsky is an accomplished business professional boasting over seven years of expertise in international trade and business development with a Master’s Degree in Management from Harvard University and a Ph.D. in Economics. Using his knowledge and expertise, he established The Good Plastic Company in 2018 to address the scourge of plastic waste. As the Founder & CEO, he is committed to championing sustainable design and environmental responsibility.
Thank you so much for joining us! Before we dive in, Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
I studied at Harvard and graduated with honors, which confirmed to me that I can achieve great goals. But simply being successful wasn’t enough for me.
The idea that a business should bring benefit to society and the planet, not just money, inspired me to create The Good Plastic Company. I began to contemplate what I could do to benefit not only myself and my family but also the planet.
Knowing the problem of plastic waste, I thought about turning it into a material. I wanted to create a material that wouldn’t just be interesting, cool, or decorative, but one that would truly become a traditional material capable of replacing virgin plastic and, at the same time, be sustainable and circular. I wanted to establish a new category of materials, to create something entirely new and unique that hadn’t existed before, like a scale project but something that would soon become traditional.
So I decided to move to the Netherlands, as it is an environmentally conscious country, and opened the first factory to create 100% recycled and recyclable plastic solid surface material, Polygood®.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
We faced a lot of challenges when all this began. We didn’t have the equipment because you can’t just go out and buy it in a store or order it from China. It doesn’t exist, at least not the professional kind. It was a challenge. We needed to enter new markets, entirely different markets. Entering the Asian market is not the same as entering the European market. Entering the American market also has its challenges.
We needed to establish a production process and to understand how to work with this plastic in general. The story is that there are a lot of unknowns, and if you have the right team, the right attitude towards what you want to do, then overall it works out. When COVID started, we often had cases of losing potential clients because they just closed down. There were many other challenges, but we managed to cope with them all because we all believe that what we are doing is something good, something useful to someone. And when you have the feeling that it’s not in vain, that everything you do, when you wake up in the morning with the thought that thanks to going to work today, meeting clients, going on a business trip, the world will become better because more plastic is reused, less CO2 is emitted. And not just a little — we are building a big, very scalable business.
The key takeaway is probably that it’s important to have an idea behind what you do that is constructive, that creates something new. Because it’s very difficult to go down an untrodden path. When you just need to open a kebab kiosk on the corner or a restaurant, a store, anything like that, it’s one story. When operating at the scale we’re dealing with, pioneering such endeavors, navigating our product demands a constant dance of trial and error. It’s tempting to falter, to tire, to doubt its feasibility. Yet, summoning the resilience within, pressing forward, yields remarkable responses from both customers and team members. In essence, the key takeaway is to persist in constructive action; obstacles inevitably yield to perseverance.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
I believe it’s crucial to embrace the unknown fearlessly. When uncertainty ignites drive rather than fear, it marks a pivotal mindset, especially for leaders aiming to pioneer. While managing existing systems demands its own skill set, our venture delves into uncharted territories. We’re reshaping norms by crafting recycled plastic panels into a sustainable staple, poised to replace non-eco-friendly materials. This endeavor presents a landscape devoid of precedents or mentors, laden with countless uncertainties. Hence, in terms of leadership, it’s not about viewing challenges as obstacles, but rather as unexplored terrain. Much like Columbus embarking on his voyage to discover America, he didn’t succumb to fear; he perceived it as a realm brimming with possibilities. Adopting a similar perspective allows for innovative solutions to emerge.
Are you working on any exciting new projects now? How do you think that might help people?
Yes, absolutely, we’re constantly immersed in various projects. Nevertheless, my primary attention is squarely centered on our most recent endeavor: the strategic entry into the American market. This marks a pivotal moment in our company’s evolution, akin to a reinvigorated version of The Good Plastic Company. Why? Because America boasts the world’s largest market share, presenting us with unparalleled opportunities for growth, especially when partnered with the right allies. By the way, we’re actively seeking partners who share our vision and can assist us in expanding our market reach.
Our decision to penetrate the American market stems from its sheer size and the absence of comparable offerings. While Europe hosts a handful of small-scale enterprises producing recycled plastic sheets, nothing matches our scale or diversity of offerings found in the United States. This makes our company incredibly thrilling. Our flagship project entails establishing a manufacturing facility in America next year, crafting products entirely from American plastic waste. This initiative promises to revolutionize the industry, not only for us but for sustainable materials on a national scale, as well as significantly impact the reduction of CO2 emissions. We’re eager to fast-track this initiative, hence our focus on rapidly expanding our customer base in the American market to hasten the launch of our American-based factory.
What pivotal moment led you to dedicate your career to sustainability, and how has that shaped your approach to environmental challenges?
During my time at Harvard, Mark Zuckerberg, who was in a parallel group, delivered a lecture at our graduation. He spoke about the inevitability of success for Harvard graduates but emphasized the importance of achieving success in endeavors that positively impact the world. This resonated deeply with me and prompted me to reconsider my career path. I had always intended to start my own business after working in a large corporation, but Zuckerberg’s words inspired me to focus on a venture that not only generates profit but also contributes to the greater good.
Could you describe a groundbreaking project or initiative you’ve been involved in that significantly contributed to sustainability?
In our journey, one of the most pivotal partnerships we’ve forged is with Nike. This collaboration holds immense significance for us because Nike was the first major brand to seek us out specifically for large-scale orders. They weren’t interested in merely paying lip service to sustainability through token purchases; instead, they were committed to substantial actions. Their consistent opening of stores and placing orders for significant areas, like 4,000 square feet and beyond, underscored their dedication.
For us, this partnership is crucial because we are not just a small manufacturer that produces one sheet and sells it. We firmly believe in the power of volume to drive meaningful change, especially in recycling plastic waste. Our mission-centric approach revolves around giving new life to items that might otherwise end up in landfills, such as old refrigerators or household appliances.
When Nike reached out to us with their projects, it was a game-changer. Their trust in our capabilities allowed us to expand our reach significantly. Today, we’ve established numerous stores across continents, including Europe, Asia, and Africa. We’re optimistic about the prospect of expanding into America soon.
We’re deeply grateful to Nike for more than just their business; they embody a commitment to real-world sustainability. Their actions inspire other businesses to adopt sustainable practices, and we’re honored to be a part of that.
How do you navigate the balance between economic growth and environmental preservation in your sustainability strategies?
If our production process emitted CO2 or harmed nature in any way, then we would talk about balance. But as it is, our balance is very simple: the more we produce, the better it is for nature.
Therefore, our task is to maximize production! The more we can produce, the more CO2 we save compared to the production of non-sustainable materials, the production of which is very environmentally unfriendly, or compared to the production of virgin plastic, which emits three times more CO2 than our process. We just need to maximize production rates.
However, it’s crucial to understand that our impact relies on demand. We can’t just produce and stockpile materials; there needs to be a market for them. This is where collaboration comes in. We need architects and designers to embrace sustainable practices and integrate our products into their projects. Together, we can create a positive change.
Ultimately, our goal is to challenge and transform conventional practices. If we don’t adapt, the consequences for our planet could be dire. This is a collective effort, and only by working together can we hope to preserve our environment for future generations.
What emerging technologies or innovations do you believe hold the most promise for advancing sustainability and why?
The technologies capable of handling vast amounts of waste are crucial. Take, for instance, our technology, which is adept enough to be utilized in processing plastic waste. Crafting bracelets or glasses frames from plastic waste is certainly a step forward and better than nothing. However, with 400 million tons of plastic generated annually, and virgin plastic production steadily rising, the impact remains limited. Our technology, on the other hand, allows us to process huge volumes. For instance, one of our panels weighs up to 220 pounds. That’s a lot of plastic that can be melted into this panel.
Seventy percent of what we use is post-consumer plastic waste, which is very challenging to work with — it’s very specific. But we invest a lot in R&D to find applications for this type of plastic and to produce high-quality panels in large quantities.
Based on your research or experience, can you please share your “5 Top Strategies for a Cleaner Planet”?
1 . Consume less. Reuse more. I would like to say that we should consume less and reuse what we can. We should be more mindful in making our daily choices. If something can be used for a longer period, then let’s use it longer. For instance, we have a whole series of projects where we create exhibition stands, and then these stands go to another exhibition, then another, and then a third. This is the first important strategy.
2 . Recycle & Close the loop. It’s obvious that if you’ve already used something, you should recycle it. Specifically speaking about plastic, it typically carries a negative connotation because it pollutes the planet. But as a material, plastic is actually very good. It’s not inherently bad at all. It’s very cheap, durable, and lightweight. It has excellent mechanical properties. There’s really no issue with it as a material. The problem lies in its short usage cycle. That’s why it needs to be collected and recycled. And not just plastic, but everything that can be.
3 . Upcycle. Creating a new life for something that can no longer be used in its current form.
4 . Invent new materials. We need to gather courage, not be afraid, and simply seek new paths. Therefore, I believe that being open to everything new is also a very good strategy to make the planet cleaner.
5 . Start with yourself. I think we should strive as consumers to create demand for various products that make the world better. We need to change at all levels. Sometimes it may seem like, ‘What can I do? Let the government or other big players take care of it.’ But in reality, it all depends on you personally. If you don’t do it, you won’t be able to make others do it either.
In your view, what are the key steps individuals, communities, and governments need to take to achieve a more sustainable future?
I believe that the government should maximize its support for various sustainable projects through some form of financial assistance or support. Similarly, the government should also influence major players who are causing harm to the planet, perhaps through additional taxes.
If you could start a movement that would bring the most amount of good to the most amount of people, what would that be?
Changing the world is a very complex and difficult process. Changing people’s behavior is very difficult. There is no easy solution. It is good to start with the strategies I outlined earlier.
We must all work together to ensure that our planet and our children have a future.
What is the best way for our readers to continue to follow your work online?
We recognize the importance of having ambassadors and advocates who can effectively communicate our mission and promote our product. If any of your audience members know individuals who would be passionate about what we’re doing, we encourage them to reach out to us. Additionally, we invite everyone to stay updated on our projects and progress by following us on social media channels:
Web: http://polygood.com
Instagram: the_good_plastic_company
LinkedIn: thegoodplasticcompany
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
The Future Is Green: Dr William Chizhovsky Of The Good Plastic Company On Their Top Strategies for… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.