Chemical Engineering December 2020 - 23

Bio-based Processing
Best Practices
Development of robust bio-based processes will be key to accelerating the transition to a
circular economy, and there are many economic and technical considerations that will help
companies experience success with bio-based innovations
I
t is no secret that the clock is ticking for
companies in all sectors to meet environmental
sustainability targets. With the
world coming together to forge a more
renewable economy, heads are turning to
bio-based products and bioprocessing
technologies for response and resolution.
But in a market where innovation is the key to
success, how can stakeholders at all levels
ensure that new technologies are bringing
real value?
Unlocking an understanding of best
practices in bio-based products and
processes will provide answers. However,
this requires a number of factors to
be considered deeply, including true insight
into the drivers of change, strategic
thought with regard to commercialization
and an awareness of how mindsets
must be adapted to respond to current
climate needs. Environmental experts
in the cutting-edge bio-based processing
industry must be carefully enacting
these best practices - as well as
educating the world around them - so
that well-meaning brands and consumers
can make sure that they are truly
investing
in technologies and innovations
that can accelerate the supply
chain successfully toward a tangible,
sustainable future.
Market drivers: Who holds the power?
It all starts with an understanding of market
drivers. This will allow companies
within the bio-based processing sector to
deliver real value with the technology and
the products they develop. Modern-day
consumers are becoming more and more
active in their demand for sustainability
in all aspects of their lives, and are the
main reason why brands are beginning to
look for sustainable options. Previously,
large consumer-facing brands contextuGert-Jan
Gruter
Avantium
IN BRIEF
MARKET DRIVERS: WHO
HOLDS THE POWER?
COMMERCIALIZATION
BRINGING REAL VALUE
AN INSPIRING TIME
FIGURE 1. Studies have shown that customers will pay more
for products that present a sustainable alternative to conventional
materials, but manufacturers must be prudent in their
selection of raw materials and end-use applications
alized their refusal to shift toward sustainable
measures by claiming that it was too
expensive and that consumers were not
willing to pay for it. However, as many
industrial sectors are learning now, this
simply is not the case.
Results of a recent investigation [1] into
the so-called " Green Premium " showed
that consumers are driven to pay more
for goods that they know are sustainable,
with
almost
three-quarters
of
respondents
stating they would be prepared to
pay more for a proven sustainable package
(Figure 1). Interestingly, according to
the study, this behavior is partially motivated
by guilt. Conversely, the study
also found that there was a motivation
from consumers who want to feel good
about using brands that are clearly environmentally
friendly. This phenomenon is
known by the term " Seen to be Green "
and is also driving consumers to pay a
premium for sustainable products.
Understanding this key driver for massmarket
bio-based processing allows a
business to tailor products to market
needs. Consumers want products and
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Chemical Engineering December 2020

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