Green Biologics introduces BioPure brand, GreenInside trademark

By Green Biologics Inc. | October 13, 2016

Green Biologics Inc., the U.S. subsidiary of Green Biologics Ltd., a U.K. industrial biotechnology and renewable chemicals company, recently announced the branding and product development strategy for its high-purity biobased n-butanol and acetone, as well as associated downstream products.  The company aims to market all 100 percent biobased chemicals under the brand BioPure, a descriptive brand name that encapsulates both the purity and sustainability of its biobased chemistry. Green Biologics has also registered the trademark GreenInside for co-branding opportunities with its collaboration partners, who will use the mark on a wide range of consumer and industrial products making sustainability claims based on Green Biologics’ technology.

“We believe branding is an essential part of value creation,” said David Anderson, Global Vice President of Marketing for Green Biologics. “Differentiating our high purity biobased products from commodity petroleum-based alternatives underscores our strategy to drive value in customer applications and downstream products.”

The company aims to offer a full slate of 100 percent biobased products both through its own manufacturing and through third-party contract manufacturing.  In addition to n-butanol and acetone, Green Biologics is set to market high purity 100 percent bio-based isopropyl alcohol and a range of specialty esters of n-butanol, isopropanol and other bio-based alcohols.  Through current and anticipated collaborations, the company is actively pursuing opportunities in cosmetics, food ingredients, plasticizers, monomers and specialty solvents.

“We’re focused on identifying and securing opportunities in markets that can leverage the value of our sustainable products,” said Timothy Staub, Global Vice President of Business Development.  “Our future is driven by collaborations with brand and market leaders in a range of chemical, consumer and industrial markets where we believe our technology adds value.”  

Green Biologics, a member of the American Chemistry Council, is in the early start-up of its first commercial production facility for BioPure renewable n-butanol and acetone in Little Falls, Minnesota, and aims to be in commercial production by late 2016. 

“Our core product strategy is driven by opportunities in the $450 billion specialty chemicals market,” adds Anderson.  “We’re a new-products-focused company and we aim to develop and introduce a number of exciting new products for both consumers and industrial customers in the coming weeks and months under our own brands and with our value partners.”