Strategic​ ​and​ ​Responsible​ ​innovation

Two​ ​cases​ ​of​ ​startup​ ​providing​ ​innovations​ ​for​ ​the​ ​greater​ ​good I present here two innovations proposed by startups : Agricool and Smart & Blue. If these two innovations allow to save water, they bring much more benefits… The first firm will make you taste the best strawberries, growing in the center of your town. The second one will make you change the way​ ​you​ ​take​ ​a​ ​shower.​ ​Discover​ ​together​ ​these​ ​newborn​ ​ideas.

Table​ ​of​ ​contents Producing​ ​high-quality​ ​strawberries​ ​near​ ​the​ ​point​ ​of​ ​consumption

2

Positive​ ​impacts​ ​and​ ​improvements

3

Limiting​ ​the​ ​consumption​ ​of​ ​the​ ​resources Developing​ ​urban​ ​farming Recycling High​ ​Quality​ ​of​ ​the​ ​production No​ ​air​ ​pollution Human​ ​development Respecting​ ​the​ ​Nature Areas​ ​for​ ​improvement

3 3 3 3 3 3 3 3

About​ ​the​ ​company

4

Halving​ ​the​ ​water​ ​consumption​ ​by​ ​taking​ ​a​ ​“smart”​ ​shower

5

Positive​ ​impacts​ ​and​ ​improvements Limiting​ ​the​ ​consumption​ ​of​ ​the​ ​resources Facilitating​ ​the​ ​changing​ ​in​ ​human​ ​behavior Reducing​ ​the​ ​pollution​ ​of​ ​the​ ​water Monitor​ ​the​ ​progress Using​ ​stakeholders​ ​to​ ​spread​ ​the​ ​awareness​ ​of​ ​water​ ​consumption Areas​ ​for​ ​improvement

6 6 6 6 6 6 7

About​ ​the​ ​company

7

Sperandio​ ​Mallory​ ​/​ ​Mail​ ​:​ ​[email protected]​ ​/​ ​+33​ ​6​ ​31​ ​60​ ​90​ ​93​ ​/​ ​p.​ ​1

Strawberry​ ​in​ ​the​ ​city

Production​ ​of​ ​strawberries​ ​in​ ​a​ ​container​ ​by​ ​Agricool

Producing​ ​high-quality​ ​strawberries​ ​near​ ​the​ ​point​ ​of​ ​consumption

The founders of Agricool are two farmers’ sons. When few years ago they moved to Paris, they felt frustrated not being able to feed with high quality fruits and vegetables. The reason why strawberries, for example, are not tasty is that they have to travel on average 1,500km1, coming from Spain or Marocco2 for example. In 20153, they started to think about a solution to produce and provide​ ​high-quality​ ​strawberries,​ ​in​ ​town. After several trials, they find the solution : they will using old shipping containers, and recycle in converting them in city farms4. To take up the challenge, they use two techniques5 coming from urban agriculture : aeroponics6 - soilless cultivation, that consists in using the mist to deliver nutrients and water to the plants - and vertical farming - several stages arranged one on top of the other. The innovation consists in using a connected container, combining the most effective techniques of the urban agriculture and the technology, to control the environment of production and to maximize the use of the available urban area. Thanks to this innovation, they bring, in the center of a city, an entirely​ ​self-managed​ ​container​ ​able​ ​to​ ​produce​ ​up​ ​to​ ​seven​ ​tons​ ​of​ ​strawberries​ ​per​ ​year. In the container, about 3,500 strawberry plants are arranged on racks : it represents, with these high efficiency production techniques, the equivalent of 4,000 sqm field grown strawberries. The light of https://www.politis.fr/articles/2008/04/fraises-espagnoles-un-bilan-ecologique-et-social-catastrophi que-3538/ 2 https://www.wedemain.fr/Pour-cultiver-des-fraises-en-ville-ils-transforment-des-containers-en-par adis-pour-fruits_a2627.html 3 ​ ​https://agricool.co/notre-histoire/ 4 https://en.agricool.co/wp-content/themes/agricool/assets/videos/agricool.mp4 https://youtu.be/qv20DFolPdg 5 ​ ​https://fr.wikipedia.org/wiki/Agricool 6 ​ ​https://fr.wikipedia.org/wiki/Aéroponie 1

Sperandio​ ​Mallory​ ​/​ ​Mail​ ​:​ ​[email protected]​ ​/​ ​+33​ ​6​ ​31​ ​60​ ​90​ ​93​ ​/​ ​p.​ ​2

the sun is replaced by LED lamps. The pollination is made by bumblebees7 living in hives inside the container.

Positive​ ​impacts​ ​and​ ​improvements

Limiting​ ​the​ ​consumption​ ​of​ ​the​ ​resources ● Low use of water8 (ten times less than traditional farming) : using the aeroponics techniques in the container, they create a closed circuit with no pollution by pesticides, and no loss of water. ● Low use of electricity, coming from renewable energy (use of photovoltaics9 panels and partnership with Enercoop10); The temperature of the air is optimised : the air is colder by night. Developing​ ​urban​ ​farming ● Using the brand of Agricool to promote the techniques of urban farming, especially aeroponics ● Vertical​ ​farming​ ​:​ ​optimization​ ​of​ ​the​ ​available​ ​area​ ​in​ ​town ● No​ ​use​ ​of​ ​arable​ ​land,​ ​still​ ​decreasing​ ​in​ ​the​ ​rural​ ​areas Recycling ● Recycling​ ​of​ ​a​ ​shipping​ ​container ● Recycling​ ​of​ ​the​ ​unused​ ​water​ ​(closed​ ​circuit) High​ ​Quality​ ​of​ ​the​ ​production ● The air is filtered and renewed : no risk of the air from the inside being polluted from the outside. ● The strawberry plants are not Genetically Modified Organisms (GMO) : the plants are selected​ ​first​ ​for​ ​their​ ​taste​ ​qualities. ● No​ ​use​ ​of​ ​pesticides​ ​:​ ​no​ ​threatens​ ​from​ ​the​ ​outside​ ​(air​ ​quality​ ​control) No​ ​air​ ​pollution ● No transport (almost none) : local production, possibility to develop urban farming in big cities11​ ​or​ ​in​ ​low​ ​water​ ​resources​ ​countries​ ​(Africa​ ​for​ ​example12). Human​ ​development ● Creation of sustainable jobs, probably thousands, soon in any city of the world. The cooltivateurs13 can lease “cooltainers” to produce and sell strawberries. With three containers​ ​you​ ​can​ ​make​ ​a​ ​living. Respecting​ ​the​ ​Nature ● Pollination​ ​by​ ​bumblebees ● No​ ​GMO Areas​ ​for​ ​improvement ● The​ ​nutrients​ ​have​ ​a​ ​synthetic​ ​origins​ ​:​ ​they​ ​probably​ ​come​ ​from​ ​a​ ​polluting​ ​industry. ● The​ ​bumblebees​ ​will​ ​accomplish​ ​their​ ​duty,​ ​living​ ​probably​ ​their​ ​entire​ ​life​ ​in​ ​the​ ​container. ​ ​https://youtu.be/gjOITwPwoCY

7

​ ​https://www.consoglobe.com/paris-fraises-cg https://lexpansion.lexpress.fr/entreprises/agricool-les-aventuriers-de-l-agriculture-urbaine_1940915 .html 10 ​ ​https://www.consoglobe.com/paris-fraises-cg​​ ​;​ ​http://www.enercoop.fr/ 11 https://www.lesechos.fr/11/07/2017/LesEchos/22484-087-ECH_agricool-bascule-en-mode-produc tion.htm#xtor=RSS-38 12 http://france3-regions.francetvinfo.fr/sia-2016-une-start-met-au-point-la-fraise-des-quatre-saisonsecologique-et-de-proximite-940092.html 13 https://agricool.co/est-ce-facile-de-devenir-cooltivateur/ 8 9

Sperandio​ ​Mallory​ ​/​ ​Mail​ ​:​ ​[email protected]​ ​/​ ​+33​ ​6​ ​31​ ​60​ ​90​ ​93​ ​/​ ​p.​ ​3

About​ ​the​ ​company

The firm is a startup created in 2015 and is now located in a 1,500 sqm office in La Courneuve14. Using fund-raising, with high level investors, it developed and now counts thirty seven people, including​ ​the​ ​founders15. Currently, the company develops containers for the production of strawberries, but the reason the company exists is to provide any fruit and vegetable in the city, with the same objectives : no pesticide, no GMO, no transport, low resources consumption, a very good taste, excellent nutritional​ ​qualities...​ ​all​ ​that​ ​creating​ ​thousands​ ​jobs​ ​through​ ​the​ ​world. The objective is to bring in France 100 containers in 201716 and to start the culture of other fruits and​ ​vegetables. The style of leadership is typical of the french startup mindset : open-minded, demanding and futuristic, as a summary of their four key values17. They consider that they are “on a mission” and that​ ​they​ ​have​ ​to​ ​“shake​ ​certitudes”​ ​through​ ​excelsior​ ​and​ ​legitimacy.

​ ​https://www.fusacq.com/buzz/agricool-leve-4-m-pour-revolutionner-l-agriculture-a130162.html

14

​ ​https://agricool.co/equipe/

15

​ ​http://agriculture.gouv.fr/agricool-des-fraises-100-parisiennes ​ ​https://en.agricool.co/team/

16 17

Sperandio​ ​Mallory​ ​/​ ​Mail​ ​:​ ​[email protected]​ ​/​ ​+33​ ​6​ ​31​ ​60​ ​90​ ​93​ ​/​ ​p.​ ​4

Close​ ​the​ ​tap,​ ​you​ ​are​ ​in​ ​the​ ​red​ ​zone! Hydrao​ ​First,​ ​the​ ​coach​ ​for​ ​a​ ​smart​ ​shower​ ​by​ ​Smart​ ​&​ ​Blue

Halving​ ​the​ ​water​ ​consumption​ ​by​ ​taking​ ​a​ ​“smart”​ ​shower

To reduce the consumption of water in the bathroom, we gradually replaced the bath by the shower. But we can go further, and we have to reduce the volume of water that we use, taking shower in another​ ​way.​ ​This​ ​is​ ​not​ ​easy,​ ​that​ ​is​ ​why​ ​we​ ​need​ ​some​ ​help. Smart & Blue is a startup from Grenoble, in France. It offers connected objects dedicated to smart water management18. His founder created Hydrao First, a smart showerhead19 which indicates to the user how much water is left before reaching the limit volume of water supposed to be used for the shower.​ ​On​ ​average,​ ​80​ ​liters​ ​are​ ​used​ ​:​ ​Smart​ ​&​ ​Blue​ ​proposes​ ​to​ ​divide​ ​this​ ​quantity​ ​by​ ​two. This showerhead is lit with a colour20, that changes as the consumption of water evolves. Up to ten liters, it lights up, with a green light; from ten to twenty liters, it turns blue, then pink from twenty to​ ​thirty​ ​liters;​ ​and​ ​from​ ​thirty​ ​liters​ ​to​ ​the​ ​end,​ ​the​ ​light​ ​is​ ​orange. The design of the showerhead21 is based on the Nudge Theory22, that consists in using positive reinforcements23 (or incentives) to improve a behavior. As we know, it is often difficult to change our behavior, and to succeed we have to repeat the good action on the long term, in a way to change our neuronal connections. With the help of Hydrao First24, the user can create, and learn, a new strategy to take a shower using less water. That may include, for example : using less soap, to reduce the quantity of foam; not uselessly letting the water running… That way, if the product works perfectly, you may no longer need it. We may assume that if you go to the hotel and take a shower​ ​without​ ​Hydrao,​ ​you​ ​will​ ​probably​ ​take​ ​a​ ​smart​ ​shower​ ​and​ ​consume​ ​less​ ​water​ ​than​ ​before. ​ ​https://www.usine-digitale.fr/annuaire-start-up/smart-blue,527089 ​ ​https://www.hydrao.fr/en/ 20 ​ ​https://youtu.be/dijY3WBWXlM 21 https://www.hbrfrance.fr/chroniques-experts/2017/08/16482-nudges-service-de-conduite-changem ent/ 22 ​ ​https://en.wikipedia.org/wiki/Nudge_theory 23 ​ ​https://en.wikipedia.org/wiki/Reinforcement#Positive_reinforcement 24 ​ ​https://fundtruck.com/hydrao/ 18 19

Sperandio​ ​Mallory​ ​/​ ​Mail​ ​:​ ​[email protected]​ ​/​ ​+33​ ​6​ ​31​ ​60​ ​90​ ​93​ ​/​ ​p.​ ​5

This object is also smart because it is a connected device : using the mobile application, you can customize the amount of water you want to spend for each user of the shower (for example, a long-hair​ ​people​ ​can​ ​be​ ​authorized​ ​to​ ​consume​ ​more​ ​water). Furthermore, Hydrao is a sustainable device based on water-powered energy-harvesting25, using the rotation of the wheel (see brown wheel on the photo below). That is why there is no need for electric power and no plugging. The connection to the network is made by bluetooth (low-power technology).

Positive​ ​impacts​ ​and​ ​improvements

Limiting​ ​the​ ​consumption​ ​of​ ​the​ ​resources ● Entirely​ ​energy​ ​self-sufficient​ ​:​ ​the​ ​product​ ​includes​ ​its​ ​own​ ​power​ ​generation. ● Created​ ​to​ ​limit​ ​the​ ​consumption​ ​of​ ​water​ ​used​ ​for​ ​shower Facilitating​ ​the​ ​changing​ ​in​ ​human​ ​behavior ● Easy​ ​to​ ​use​ ​(“plug​ ​and​ ​play”) ● Not very expensive (90€26)and quick return on investment (“With HYDRAO you will save water​ ​AND​ ​money!​ ​For​ ​a​ ​family​ ​of​ ​4,​ ​your​ ​payback​ ​is​ ​in​ ​mere​ ​months”27). ● Using​ ​the​ ​“nudge”​ ​for​ ​soft​ ​and​ ​long-term​ ​changing Reducing​ ​the​ ​pollution​ ​of​ ​the​ ​water ● Reducing​ ​the​ ​quantity​ ​of​ ​waste​ ​water​ ​-​ ​ ​includes​ ​also​ ​reduction​ ​of​ ​the​ ​wastewater​ ​treatment Monitor​ ​the​ ​progress ● The mobile app allows to program the fair amount of water to consume, and also to monitor the​ ​progress​ ​made​ ​by​ ​the​ ​users. Using​ ​stakeholders​ ​to​ ​spread​ ​the​ ​awareness​ ​of​ ​water​ ​consumption ● This product is sold in big DIY stores, but the company also develops with social landlords and water utilities, providing thousands of devices in flats28. That means that even people who are not interested in sustainable development or money savings may use this device and adopt​ ​a​ ​new​ ​behaviour​ ​in​ ​the​ ​shower. ​ ​https://pro.hydrao.com/ https://www.leroymerlin.fr/v3/p/produits/pommeau-de-douche-1-jet-avec-enceinte-connectee-hyd rao-first-e1500805302 27 ​ ​https://www.hydrao.fr/ 28 http://www.straitstimes.com/singapore/smart-showers-to-be-fitted-in-10000-bto-flats-from-next-y ear 25 26

Sperandio​ ​Mallory​ ​/​ ​Mail​ ​:​ ​[email protected]​ ​/​ ​+33​ ​6​ ​31​ ​60​ ​90​ ​93​ ​/​ ​p.​ ​6

Areas​ ​for​ ​improvement They​ ​concern​ ​mainly​ ​the​ ​use​ ​of​ ​the​ ​materials,​ ​and​ ​as​ ​a​ ​manufactured​ ​good,​ ​the​ ​transport. ● Materials : The showerhead is made with ABS29 (Acrylnitrile-Butadiene-Styrene) which is a thermoplastic polymer. Of course the production of plastic is pollutant, but ABS can be recycled. The top coat is made with chrome and small barbs are made with silicone, also very​ ​pollutant​ ​materials. ● Transport : ABS comes from China30, electronics are made in Isère and the products are assembled​ ​in​ ​the​ ​North​ ​of​ ​France.

About​ ​the​ ​company

The company Smart & Blue was founded near Grenoble in 201531 by Gabriel Della-Monica. Formerly a telecom engineer in the space industry32, this father of four girls is concerned about the consumption of water during their showers. Gabriel decides to take action to reduce his water bill and​ ​launches​ ​Hydrao​ ​connected​ ​shower​ ​head​ ​to​ ​control​ ​his​ ​water​ ​consumption​ ​during​ ​the​ ​shower. The turnover of Smart & Blue was €200,000 in 201633 (about 5,000 products were sold, mostly by DIY​ ​companies).​ ​It​ ​counts​ ​nine​ ​employees. The company aims at providing smart solutions for water conservation and management. It started in 2017 its international development and is currently developing other smart solutions for water conservation.34 The solution Hydrao has won three CES Innovation Awards (2016/7) and Waterwise UK Water Efficiency​ ​Product​ ​Awards​ ​(2017)35.

https://www.leroymerlin.fr/v3/p/produits/pommeau-de-douche-1-jet-avec-enceinte-connectee-hyd rao-first-e1500805302# 30 http://www.bpifrance.fr/A-la-une/Actualites/Une-start-up-iseroise-met-au-point-Hydrao-une-douc he-intelligente-22240 31 https://www.societe.com/societe/smart-and-blue-814127148.html 32 ​ ​https://www.usine-digitale.fr/annuaire-start-up/smart-blue,527089 33 ​ ​http://lessor38.fr/hydrao-equipe-les-professionnels-a-l-international-18990.html 34 ​ ​https://pro.hydrao.com/about-us/ 35 ​ ​https://fundtruck.com/hydrao/ 29

Sperandio​ ​Mallory​ ​/​ ​Mail​ ​:​ ​[email protected]​ ​/​ ​+33​ ​6​ ​31​ ​60​ ​90​ ​93​ ​/​ ​p.​ ​7