This collaboration is a compelling example of how local value chains, sustainable materials, and cross-sector partnerships can put circular economy principles into practice.
A Natural Fit: Shared Values & Complementary Needs
Grüne Erde and Rottal Hanf share a strong commitment to ecological responsibility, regional sourcing, and sustainable production. As a long-standing member of Business Upper Austria, Grüne Erde currently sources coco-latex from Sri Lanka but is exploring whether regional materials like hemp could serve as a more sustainable, Europe-based alternative. The company has consistently sought animal-free substitutes for wool in its mattresses and textiles—solutions that are not only eco-friendly but also high-performing and comfortable. While Grüne Erde already incorporates hemp in other product lines such as duvets and pillows, its application in mattresses would represent an exciting innovation. Meanwhile, Rottal Hanf cultivates hemp, a renewable and environmentally friendly fiber with significant untapped potential for the furniture and textile industries.
Although both companies were aware of each other’s work, daily business priorities meant that a direct exchange never took place.
The Role of Cradle-ALP and Chemie-Cluster Bayern in Bringing Them Together
This changed when Chemie-Cluster Bayern invited Christian Schoen, head of product management for sleep segment at Grüne Erde, to present Grüne Erde’s sustainability strategy and the needs to increase product circularity during one of the regional Cradle-ALP Awareness Events in September 2023. Learning about Grüne Erde’s search for regional, plant-based materials, and knowing Rottal Hanf as its member and Bavarian start-up with expertise in hemp fiber processing, Chemie-Cluster Bayern recognized the potential synergy and facilitated an online meeting for a direct introduction. The meeting turned out to be a promising match and the two companies agreed on personal visits on-site to get a better understanding of products and material needs. This first meeting was organized through and accompanied by the Cradle-ALP project partners Chemie-Cluster Bayern and Business Upper Austria.
From First Contact to Collaboration
Since then, both companies have exchanged material samples and carried out mutual site visits to explore the possibilities of integrating hemp fibers into Grüne Erde’s product lines. Initial discussions have focused on applications for mattresses, upholstery, and textiles, evaluating whether hemp can match the thermal, comfort, and durability properties of currently used materials.
Unlocking the Potential of Hemp in Sustainable Design
Hemp offers numerous advantages as a natural material in mattresses:
- Requires minimal water
- Improves soil health
- Provides durable, breathable, animal-free fibers
- Is hypoallergenic and naturally antimicrobial
- Is grown locally
Despite its benefits, hemp remains underused in mainstream industries due to supply chain constraints and a lack of established processing methods. By combining Rottal Hanf’s cultivation expertise with Grüne Erde’s commitment to natural, high-quality products, this partnership could set new standards for regional and sustainable material use.
Next Steps and Outlook
Integrating new materials into established production processes is always a challenge, but both companies are eager to continue their collaboration, supported by Cradle Alp’s facilitation of knowledge exchange and innovation opportunities.
This matchmaking highlights how regional materials, ecological responsibility, and business partnerships can drive circular economy practices in the Alpine region. As tests and discussions progress, we look forward to sharing further insights from this promising cooperation.
Additional information on both companies
Grüne Erde GmbH, Scharnstein, Austria
Since 1983, the Grüne Erde headquarters has been located in the Almtal valley. The company sees itself as an eco-pioneer in the furniture sector. The ideal of living and doing business in harmony with people and nature characterizes the company’s values: longevity, quality, naturalness, responsibility, freedom and social fairness. More information available: www.grueneerde.com.
Rottal Hanf GmbH, Ering, Germany
Rottal Hanf GmbH was founded in 2022 with the aim of implementing 100% utilization of the (industrial) hemp plant. In collaboration with the producers – the farmers of the region – the different components of hemp are processed to achieve value-adding products which are made usable for industry. More information available: https://rottal-hanf.de
Written by Ting Liu, Chemie-Cluster Bayern GmbH
