Green chemistry experiment

Chemical plants create the building blocks for all products.

While not a new concept, green chemistry—the design of chemical products and processes that reduce or eliminate the use of hazardous substances—is playing a more predominant role in the sustainable business community.

Currently, green chemistry is still a novelty, but investors, startups, nonprofits and corporate chemical giants are working to bring it to the mainstream. But to make it work, they also need the buy-in of product designers, educators and government.

“Designers can only make products out of materials that are already available,” says John Warner, a pioneer of the green chemistry industry and co-author with Paul Anastas of the “12 principles of sustainability.” Currently, only 10 percent of products on the market abide by the 12 principles, he says. “Regulation could be successful in getting us to 35 percent, but if it did that, it would leave a big gap,” Warner says.

“So you could look at that and say, ‘What a horrible situation.’ Or you could say, ‘What better time to be in this business.’”

Many factors, ranging from pressure from consumers to bans on plastic bags and bottled water to ensuing greenhouse gas regulation are driving more product designers to seek out nontoxic chemicals. Venture capitalists are getting the message.

Numerous green chemistry–based startups gained momentum going into 2010. Those that were most successful at raising venture capital in 2009 include DNP Green Technology ($12 million), which produces chemicals such as succinic acid using raw materials from agriculture and forestry, bioplastic developer Novomer ($14 million), and Elevance Renewable Sciences ($40 million), which transforms plant-based oils into chemicals as an alternative to petroleum-based chemicals. Hazardous substances aside, many manufacturers will be looking for alternative feedstocks as the cost of petroleum increases.