ATAG: from pioneers of transition to front-runners in circularity

Progress starts with pioneers who dare to change. Since the 1940s, ATAG has been at the forefront of the transition in cooking technology. While the Netherlands once cooked on coal, two friends – Anton Tijdink and Anton van Goor – made gas cooking accessible. They saw not only the benefits for households, convenience, speed and safety, but also laid the foundation for ATAG’s focus on quality and sustainability. Today, ATAG continues this pioneering spirit by not only developing efficient and sustainable kitchen appliances, but also by actively contributing to a circular economy.

From coal to gas: efficiency, safety and health
When ATAG was founded, cooking on coal was time-consuming, inefficient and unhealthy. Gas sparked a revolution: faster cooking, less smoke and more freedom. The friends seized this opportunity and built ATAG into a brand that stood for innovation, while safeguarding quality and sustainability. These same values remain at the core of the company today. While the initial focus was on efficiency and safety, it has now evolved to include circularity and producer responsibility.

Repair and reuse: warranty as a feedback loop
Sustainability has always been part of ATAG’s DNA. In the early days, products were built to last. Repairing was the norm, not the exception – and it still is. ATAG has offered an eight-year warranty for the past twenty years and is now working towards ten years. This not only shows confidence in the products but also serves as a continuous feedback loop. Close collaboration with in-house service technicians gives ATAG direct insight into what works well and what can be improved. The result: appliances that not only last longer but are also better designed for maintenance and reuse. Circularity doesn’t start at the end of a product’s life – it begins at the design stage.

Circular thinking in practice: collaboration with Stichting OPEN
Circularity means taking responsibility for the entire lifecycle of a product. It goes beyond repairability – it’s about rethinking the end of life. That’s why ATAG collaborates with Stichting OPEN to ensure that old appliances are treated not as waste, but as resources. Where discarded ovens and cooktops once ended up in containers, they are now carefully collected, cleaned, and reused where possible. As a result, 30% of the returned products are given a second life. ATAG also focuses on high-quality disassembly and component reuse, allowing parts from older appliances to be used in new models. By streamlining this process with Stichting OPEN, a system is created where all manufacturers can take back and process their appliances. This is precisely why ATAG strongly supports the AVV with Stichting OPEN: a sector-wide approach ensures circularity becomes the norm.

A 20-year lifespan and zero waste
ATAG is taking ambitious steps towards a fully circular model. A ten-year warranty is set to become the standard. By the end of 2025, ATAG aims to be completely EPS-free. Polystyrene is often disposed of incorrectly, so ATAG is switching to recyclable alternatives like paper and cardboard. By improving transportation and processing, more parts and appliances can be given a second life. With APPLiA and collaborations with other manufacturers, ATAG hopes to spark a movement in which sustainability becomes the standard.

A call to the industry
Jan van Os, responsible for sustainability and innovation at ATAG Benelux, emphasizes the importance of collaboration:
“Our partnership with Stichting OPEN truly makes a difference. Thanks to their network and expertise, we can collect and reuse our appliances in a responsible way. This not only helps conserve raw materials but also enables reuse at scale. The impact is tangible: 30% of the returned products get a second life. Without Stichting OPEN, we wouldn’t be able to achieve this. That’s why we urge other manufacturers to join this approach. Only together can we make the circular economy the standard.”