Furniture brand shocks industry with futuristic innovation that destroys its own products: 'We wanted to get to the next level'

Yahoo25-05-2025

If self-cannibalizing furniture sounds far-fetched, think again: A new ingredient in plastic is making that a reality.
After years of experimenting with sustainable alternatives to conventional plastic, high-end plastic furniture maker Heller has introduced an enzyme to accelerate the decomposition process. Fast Company reported on the development, which marks a revolutionary milestone for both the furniture industry and the future of plastic waste.
The enzyme, which is mixed into the plastic in powdered form, essentially turns the plastic into something appetizing for microorganisms to eat, accelerating a naturally occurring process. It was developed by the research company Worry Free Plastics.
Crucially for the indoor-outdoor furniture maker, the enzyme only activates when the furniture is in a zero-oxygen environment — such as a landfill, the ocean, or even soil. From day to day, it remains solid; in a zero-oxygen environment, according to the company, it will degrade in approximately five years.
This is an incredible improvement on the typical decomposition of plastic, as a piece of plastic can take up to 500 years to degrade, per the United Nations. Even then, it just breaks down into microplastics and chemicals, contaminating the water and soil in its surroundings.
When microorganisms process this plastic, the only byproduct is biogas and nutrient-rich soil — and it happens on a remarkably quick timeline. Worry Free Plastics estimates that its enzyme could help a plastic bottle degrade in approximately seven and a half years and a plastic bag in five.
John Edelman, president and CEO of Heller, said that simply looking at recycled plastics wasn't enough to meet the company's environmental goals. "We wanted to get to the next level and become more sustainable," he said, per Fast Company. "How can we be good for the planet and create incredible design?"
Even better for consumers, the new biodegradability won't change the price tag. "It's a drop-in technology," said Philip Myers, Worry Free Plastics co-founder. "It doesn't require them to change their equipment, their process — anything. It's plug and play."
Heller introduced the enzyme to its production line in November, and the company expects the new products to completely replace old inventory in the coming months to years.
"My goal is to do something that is sustainable and at the same price," Edelman said. "We actually achieved our goal of not just using recycled products, not just being recyclable, but going back to the earth."
If self-destroying plastic isn't available, opting for plastic-free alternatives for everyday products is a great way to reduce your own plastic pollution and help create a cleaner world.
Which of these factors would be your biggest motivator in buying eco-friendly furniture?
Durable materials
Chic design
Lower price
Not interested
Click your choice to see results and speak your mind.
Join our free newsletter for weekly updates on the latest innovations improving our lives and shaping our future, and don't miss this cool list of easy ways to help yourself while helping the planet.

Hashtags

Business

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Icons Of Whiskey: Jacob Beam's Bourbon Dynasty

Forbes

8 minutes ago

Forbes

Icons Of Whiskey: Jacob Beam's Bourbon Dynasty

The Beam range of American whiskeys Photo, courtesy James B Beam Distilling Company Jacob Beam, the founder of what eventually became the James B. Beam Distilling Company, stands as a legendary figure in American whiskey history. His spirit of persistence and craftsmanship continues to shape the bourbon industry today. Now owned by Suntory Global Spirits, Jim Beam remains one of the most recognized names in whiskey worldwide. Below is a closer look at Jacob Beam, an Icon of Whiskey, and the distilling empire he built. Jacob Beam, founder of the Beam whiskey dynasty Photo, courtesy James B Beam Distilling Company Jacob Beam was born on February 9, 1760, to Nicolaus and Margaretha Boehm in Bucks County, Pennsylvania. The Boehms were German immigrants with deep farming roots who later anglicized their name to Beam. Growing up on the family farm, Jacob developed a strong work ethic and a keen understanding of farming—skills that would serve him well when he began making whiskey. In the 1780s, Jacob moved to Kentucky, settling near Hardin's Creek in what is now Hardin County. There, he set up a farm and a gristmill. Kentucky's fertile soil, plentiful corn, and easy access to the Ohio River made it a perfect place to distill whiskey. Jacob later moved to Bardstown, which was fast becoming a center for distilling—a reputation it still holds today. Although the Beam family lived in Bardstown, they never operated a distillery there. In 1854, the original distillery was relocated to nearby Nelson County, capitalizing on new railroad connections. After Prohibition, the distillery was rebuilt in Clermont, where it remains to this day. Jacob Beam began distilling whiskey in 1795. His early product—a corn-based whiskey—laid the groundwork for what would become bourbon. Initially, the whiskey was for local sale, but demand quickly grew as its quality was recognized. By the early 1800s, he was selling his whiskey as "Old Jake Beam Sour Mash." That brand would eventually evolve into the Jim Beam known today. Jacob Beam's Impact on Bourbon Jacob's success rested on careful craftsmanship. He blended corn, rye, and barley malt to produce whiskey that was smoother and sweeter than many local spirits of the time. That mash bill eventually became the template for bourbon. He aged it in charred oak barrels—a practice that would become standard for bourbon makers everywhere. His focus on refining recipes and scaling up production while maintaining high quality set the Beam family on a steady path to success. Some of Beam's Master Distillers over the company's history Photo, courtesy Jim Beam/Whiskey University Generations of Beam Distillers When Jacob Beam died in 1834, his son David Beam took over. David expanded operations and eventually handed the reins to his son, David B. Beam, who moved the distillery to Nelson County to benefit from rail shipping. That move helped Old Tub, a Beam whiskey, become one of the first nationally known bourbon brands. Eventually, David B. Beam's son, James Beauregard Beam—Jacob's great-grandson—rebranded the whiskey under his name, 'Jim Beam,' honoring the family legacy and ushering in a new era of recognition. When Prohibition struck in 1920, production halted, although limited sales of 'medicinal whiskey' were allowed to continue. Although the Beam distillery didn't have one of the original medicinal whiskey permits, the government later granted a license as supplies dwindled. Operating under the American Medicinal Spirits name, the Beam family continued limited production, preserving their whiskey-making know-how through the dry years. After Prohibition ended in 1933, James B. Beam rebuilt the distillery in Clermont, not far from his Bardstown home. By the 1940s, the brand had experienced rapid growth and established a global presence. In 1945, the company was acquired by Harry Blum, a Chicago-based spirits merchant. It was later sold, in 1967, to American Tobacco, which subsequently changed its name to American Brands in 1969 and later to Fortune Brands. In 1987, the Jim Beam acquired National Distillers, In 2011, Fortune Brands spun off its spirits business as a separate publicly traded company called Beam Inc. The company focused entirely on the whiskey and spirits portfolio, including Jim Beam, Maker's Mark, Knob Creek, and other brands. In 2014, Beam Inc. was acquired by Japan's Suntory Holdings for $16 billion—one of the biggest deals in spirits industry history. The company has had nine Master Distillers over its history: Jacob Beam (1795–1834), David Beam (1834–1854), David M. Beam (1854–1894), James B. Beam (1894–1947), T. Jeremiah Beam (1946–1977), Fred Booker Noe II 1960s–1992, Jerry Dalton (1998–2007), Fred Noe (2007–present), and Freddie Noe (2022–present, as co-Master Distillers). The James B Beam Distilling Company Photo, courtesy James B Beam Distilling Company The Role of the Noe Family The Noes are an old Kentucky family with deep roots in the same region where the Beam family settled. They were farmers and distillers, and over generations, they intermarried with the Beam family. The most famous Noe connection is through Booker Noe (Frederick Booker Noe II), one of the legendary master distillers in modern bourbon history. Jim Beam's daughter, Margaret Beam Noe, married into the Noe family. Her son, Booker Noe, was Jim Beam's grandson. He carried both family lines and became the 6th-generation master distiller. Booker's son, Fred Noe, and his grandson Freddie Noe are the current master distillers at Jim Beam. As Beam descendants, they've continued the family's role in running and shaping Jim Beam's distilling operations for the past century. The Noe name is as central to Beam's distilling legacy as the Beam name itself. Booker's Bourbon, named for Booker Noe, is part of this family's innovative imprint on the modern bourbon world. Beam Distilling Today Now under Suntory Global Spirits, the company still honors the values Jacob Beam instilled: quality, innovation, and true bourbon craftsmanship. Beam Suntory owns a portfolio that includes Jim Beam, Maker's Mark, Knob Creek, and other iconic names. Today, Jim Beam remains one of the best-selling bourbons in the world—a testament to the vision Jacob Beam sparked in the late 1700s along Hardin's Creek. Jacob Beam's legacy as a trailblazer of American bourbon endures, making him a true Icon of Whiskey. Though ownership has changed hands over the years, the commitment to craft, quality, and family tradition he began remains the backbone of Beam's success and a cornerstone of the whiskey world. The Icons of Whiskey is an ongoing series that highlights the leading historical personalities in the whiskey industry worldwide. More From Forbes Forbes America's Top Bourbon, According To The International Wine & Spirit Competition By Joseph V Micallef Forbes America's Best Bourbon, According To The American Distilling Institute By Joseph V Micallef Forbes The Top Bourbons From The 2025 San Francisco World Spirits Competition By Joseph V Micallef