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Ecolean is by far one of the most intriguing companies to emerge from Sweden today. This new packaging group is building itself around its new technology called "lean material." In developing this breakthrough, Ecolean has drawn from one of nature's unique forms of packaging - the eggshell. A naturally perfect package, the eggshell is composed mainly of calcium and protein and has always fascinated people because of its excellence in both form and function. The same can be said of Ecolean's lean material. Containing up to 70 percent chalk, it has all the advantages that come with today's modern packaging units, without the environmental hazards. "Our technology is based on mixing chalk with plastic to create a new material that is a good performer and more environmentally friendly. We're trying to copy nature's concept behind the egg, and we've developed a form of packaging that is stiff, tough, formable, flexible, economical and ecologically sound," explained company President Christian Tornakull. The timing could not be better. At a time of increased environmental awareness, Ecolean has developed a packaging alternative whose major component is a natural material. "I think there is a general trend toward environmental awareness in the market. I don't think there will be total substitution. But environmentally friendly packaging will play an increasingly important role for food companies when they choose the packaging they want to work with," said Tornakull. "We think we present an alternative to plastic by decreasing its negative environmental impact. We use a natural raw material that is abundantly mixed into plastic, making it extremely interesting from an environmental point of view. By doing this economically, competitively and efficiently, we think we are in a good position to get market share." With its homegrown technology now in place and the benefits of its products clear, the challenge facing Tornkull is moving Ecolean into the global arena. Currently, Ecolean is establishing itself as a solid player in the European market, but Tornakull believes that the company is merely at the take-off stage. "It's not a giant leap. It's a million small steps everyday," he explained. "It starts with setting up the commercial organization and also the back-up. That takes time and not a quick fix. It is a work in progress. You need a skeleton commercial organization and we are putting the bones together to build lasting customer relations." Founded in just 1996, Ecolean remains in the transition process of moving from a development project to a commercial enterprise. "I want to get into a number of good packaging applications that can be used in the developing and industrial world," said Tornakull. "It is my goal to achieve a high degree of awareness worldwide about the Ecolean Corporation and the possibilities it brings to the industrial and private sector," he added. The true test for Ecolean will be capitalizing on the global demand for environment-friendly packaging materials to market its innovative new product. Having already started operations in 20 countries, Ecolean seems headed in the right direction.
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Christian Tornakull faces the daunting task of taking his company global.