Based in the Netherlands, Studio Tjeerd Veenhoven is a product design studio with a difference: Tjeerd Veenhoven designs value chains, from initial production to the overall consumer experience. The areca betel nut is a staple ingredient of Indian cuisine. The nut grows on the areca palm tree, found throughout southern India and other regions. Like most trees, these palms shed their large leaves every year, beginning in October. The areca palm tree produces an abundance of beautiful, unused palm leaves—around 80 million square meters yearly. Considering this natural waste, Tjeerd Veenhoven created a way of putting the leaves to use. Employing simple, natural ingredients and processes, Tjeerd was able to permanently soften the dry, hard and brittle palm leaf, giving it a leather-like quality. Known as PalmLeather, this project was established in 2010 and has been growing ever since.