Dr. Hugo-Maria Schally Keynote speaker and panel participants

Dr. Hugo-Maria Schally, Head of Unit Eco-Innovation and Circular Economy, Directorate General for the Environment, Directorate Green Economy of the European commission

After working for UNDP, the Austrian Ministry for Foreign Affairs and the Organisation for Security and Co-operation in Europe (OSCE) in Vienna he joined the European Commission in 1998 and has been Head of Unit in the Directorates General “External relations”, “Development” and "Environment". 

Since 1st June 2014 Head of unit in the Directorate General “Environment” of the European Commission dealing with “ Eco-innovation and circular economy“. In this function he is entrusted with the coordination of the preparation of the new EU package on " Circular Economy " and the development and implementation of EU policies and instruments in support of the transition to a circular economy.


Reinhard Schneider

Reinhard Schneider is CEO and owner of Werner & Mertz GmbH

Reinhard Schneider, 47, studied business administration with a concentration in Sales and Trade at the University of St. Gallen. After six years in marketing positions, including as product manager at Nestlé in Switzerland, Schneider became chairman of the board at Werner & Mertz in 2000 and one year later took over management of the company's Consumer Division. From 1992 Schneider had followed the development of the Mainz-based family-run company as a board member. He is now the owner of Werner & Mertz, which is known for its brands Erdal, emsal, green care Professional and FROSCH, Germany's most sustainable brand 2009.

"Sustainability must play a part in all business decisions! Only then can a company's demonstrable commitment to sustainability be made credible and distinct from the usual marketing promises. That's the best way to develop deep trust among consumers," says Schneider. The CEO acts according to this conviction in his company and in his work as a member of the federal board of the German Cosmetic, Toiletry, Perfumery & Detergent Association (IKW) and of the business senate of the BVMW (German Association for Small and Medium-sized Businesses). Schneider is also a member of the board of the IKW Small and Medium-sized Businesses Committee and an active member of the BVMW Energy Commission.

Frank Vancraeyveld

Frank Vancraeyveld - CEO of tana-Chemie GmbH and Head of Werner & Mertz Professional

Frank Vancraeyveld serves as the CEO of tana-Chemie, the professional division of the eco-pioneer Werner & Mertz, based in Mainz, Germany. Werner & Mertz has a leading and driving position in the market of integral sustainable FMCG for cleaning and washing detergents, with recognized brands such as FROSCH and Rainett. The group is well known for its pioneer initiatives in which detergents based on exotic plants are replaced with others based on local plants such as rapeseed, flax, and olives and PET bottles made of consumer waste are produced in-house. When Vancraeyveld joined the group at the beginning of 2013, he saw the opportunity and benefits of transferring the group’s sustainability know-how and brand recognition to the professional division, where he launched the brand green care PROFESSIONAL in May 2014. Together with his team, he realized the first complete professional cleaning assortment C2C Gold, packaging Silver certified, presented at INTERCLEAN, May 2014 Amsterdam. Vancraeyveld believes that Werner & Mertz can change the cleaning world with Green Effective solutions by not only doing “things right” but doing “the right things right”. Prior to joining W&M, Vancraeyveld spent 27 years at Henkel, Henkel-Ecolab and Ecolab, working in international management positions throughout the commercial chain for the last 20 years.

Markus Asch is Deputy CEO Alfred Kärcher GmbH & Co. KG.

“Markus Asch, Deputy Chief Executive Officer and Vice Chairman of the Management Board, Alfred Kärcher Gmbh & Co. KG and President of EUnited Cleaning (European Cleaning Machines Association) as well as President of VDMA Reinigungssysteme in Germany (German Engineering Association Cleaning Systems).Markus Asch, who has a degree in mechanical engineering, had several years of experience, both in German and various international companies, before joining the Kärcher Group in 1995. Since 2007 he has been the Managing Director of the Professional Products Business Unit, and in 2010 he was appointed Deputy Chairman of the Management Board.”

Michele Redi

Michele Redi is Managing Director IPC Tools

Michele Redi recently took up the role of Managing Director of IPC TOOLS, a newly formed division of IPC group with the three companies Euromop, Ready System and Pulex. Redi has more than 30 years of experience in global cleaning,, an industry he grew up with as son of Gianpaolo Redi, founder of Ready System. Redi has been the president of Ready System since 2000, leading its global expansion over five continents during his 15-year tenure. Now Redi is bringing his expertise and drive for professionalism and growth to IPC groups and other manual cleaning companies in IPC Tools division. From 2007 to 2015, Redi was the president of AFIDAMP, the Association of Italian companies which produce machines, equipment, accessories and chemicals for professional cleaning, , and now serves on the board as vice president. Redi has been a member of the Exhibition Committee of ISSA-RAI Amsterdam show since 2014 and a member of the ISSA European Council since 2015.
Anette May

Anette Timmer-Larsen

Anette Timmer-Larsen is Sustainability Director (EMEA) for the Tarkett Group, a global leader in innovative and sustainable solutions for flooring and sports surfaces. Previously, she worked for Desso (acquired by Tarkett in December 2014), a leading carpet producer and Cradle to Cradle company from 2006-2015, where she was first head of Marketing and then Director of Corporate Communications and CSR. She played a key role in the development of Desso’s circular economy vision across the business from 2008 to the present day. As a native Dane, Anette has traversed many cultures working currently in the Netherlands and France, while previously gaining international business experience in product marketing and communications with Armstrong World Industries and the Trelleborg Group.

Joost Brinkhuis is Manager Development & Education at Asito

Joost Brinkhuis has been responsible for Asito's environmental and safety certificates, quality management and internal training and education for over ten years. As member of the sustainability management group, he contributed to the shift Asito has made towards a sustainable company with a strong focus on societal relevance.
Diana Steinbach

Dianna Steinbach, ISSA Director of Europe, Middle East, Africa Member

Dianna Steinbach is the Director of Europe, Middle East, Africa Member Services for ISSA, the worldwide cleaning industry association.She is based in Mainz, Germany and has been in the professional cleaning industry for 20 years, helping people identify new trends, device strategic plans, develop business alliances, connect with customers and position themselves for the greatest success. Steinbach is passionate about helping companies to change the way customers value cleaning, helping them see it as an investment in human health, the environment and an improved bottom line.Steinbach has conducted seminars and webinars for cleaning industry executives in the U.S., Africa, and Europe and for the International Facility Management Association, National Facility Management & Technology and a variety of distributor, contract cleaning and facility management groups. She is the former owner of ClarityPoint consulting firm and former editor of the U.S. industry publications Contracting Profits, Facility Cleaning Decisions and Sanitary Maintenance magazines.She can be reached at dianna@issa.com or +49 6131 3390265. More information about ISSA is available at issa.com