Frosch Initiative

With its Frosch Initiative Werner & Mertz is leading the way with innovative, sustainable solutions. We are thus giving the cleaning and detergent industry and others fresh impetus toward environmental protection and resource conservation. With this initiative we encourage creative people and organisations to work together to cost-effectively pursue innovative ecological approaches.

The name of the initiative, which began in autumn 2012, comes from our successful Frosch brand. Its trustworthy image benefits the initiative and the activities help Frosch further raise its brand profile. An innovative spirit, trustworthiness and sustainability know-how are all hallmarks of the company, the brand and, by extension, the Frosch Initiative. In taking this step, we build on our years of experience in environmental and sustainability activities.

NABU (Naturschutzbund Deutschland e. V.) is actively involved in our initiative and provides us with expert advice. As Germany’s largest environmental association in terms of members, NABU also helps make the initiative’s objectives known nationally.

Frosch Initiative objective

The initiative presents new solutions for environmental protection and natural resource conservation to a broad public audience. It recruits opinion leaders and important players in trade and industry who can convey our message. For public acceptance and cost effectiveness are fundamental prerequisites for the lasting success of sustainability approaches.

The Frosch Initiative purposely concentrates on one main activity at a time. On the one hand this gradual approach of the Frosch Initiative serves to capture and focus the public’s attention. It is also what makes Werner & Mertz so effective as a medium-sized, family-run business. The Frosch Initiative is another step on our way towards becoming the market and innovation leader for special care in Europe.

The first thematic focus of the Frosch Initiative is the Recyclate Initiative whose goal is high quality reuse of PET plastic waste. Other activities are currently focused on the subject of "Renewable raw materials – surfactants from native plants".