Simon Boas Hoffmeyer Simon has a background within strategy, business development, PR and communications and has been developing business-driven sustainability solutions during the last 10 years, within many different areas such as compliance, reporting, communication, data management and branding. He is currently sustainability director at Carlsberg Group and is among others responsible for the Carlsberg Circular Community, a partnership platform where Carlsberg’s suppliers, customers and other stakeholders co-operate to create resource optimized solutions using the Cradle-to-Cradle® design framework. His interest particularly lies in making sustainability relevant and accessible for the consumers, and developing value-chain partnerships to achieve sustainability goals. An example of this includes the development of the world’s first bio based and biodegradable beer bottle – The Green Fiber Bottle.