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Cleantech PR: Virdia Launches to Bring a Horse to All Those Carts

It’s not hard to get me excited about clean technology companies since I believe so strongly in their impact on the economy, the environment and the overall good of humankind. And at Schwartz MSL, we’re fortunate to handle public relations for a number of true "platform" type of players that are not only selling products, but also providing the necessary "building blocks" to enable an entire ecosystem of third-party products and services, like Tendril (smart grid), Picarro (GHG measurement and isotopic analysis for food safety, emissions management, etc), Enviance (environmental compliance and emissions tracking), Leyden Energy (energy storage) and too many others to mention.

Well, today you can certainly add Virdia to that list. The company has just launched with new public and private financing from leading venture capitalists like Khosla, Burrill & Company and Tamar Ventures; a new CEO from Genencor; and the imminent opening of its pilot facility.

So what is Virdia doing that is attracting so much attention? The company has a proprietary and proven process that turns wood chips into cellulosic sugars and lignin used in the production of biochemicals, the development of second generation biofuels and other industries. The process the company is using is actually decades old, with some major upgrades, including the recapture of solvents used to produce the sugars. The result is something that promises to be sustainable and scalable.

Virdia’s successful ramp up can come none too soon, as the market needs a scalable, cost-competitive and high quality supply of cellulosic sugars for the fermentation processes that companies use to produce biochemicals, fuels and nutritional additives. And it isn’t just for the environmental good of society that we need cellulosics succeed–it is also important to the billions of private and public equity invested in companies like Amyris, Coskata, LS9 and others to deliver materials for sustainable product development.

Many of these companies launched on the assumption that cheap, scalable sources of cellulosic sugars would be a given. Unfortunately, that hasn’t happened and this is where some companies launched the proverbial cart before the horse. The market has had to rely on corn and other crop-based sugars that suffer from price volatility related to the success or failure of short growing seasons, fuel prices, food prices, water prices and agricultural land prices.

Product manufacturers value cost certainty and long-term contracts, which are almost impossible when dealing with seasonal sources of sugars. The wood for cellulosics comes from sustainably harvested and replenished wood sources grown over multiple seasons, reducing exposure to weather and resourced-driven price fluctuations, to deliver a more consistent cost structure.

Cellulosics will happen and so will the categories of products they enable, and so the major question is (as Virdia’s CEO Philippe Lavielle says), "who will win the sugar wars?

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Jason Morris

Jason Morris

Executive Vice President at MSLGROUP

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