In a study released by Genencor during the BIO World Congress in Toronto, when U.S. consumers were asked to name a product they considered green, 39 percent of them named ethanol first and 31 percent of Canadian respondents also named ethanol as a green product. This is just one of results discovered in the Genencor Household Sustainability Index that researched the market potential for “green” household products with environmental benefits.
In addition, the study found that four in 10 American consumers and about a third of Canadian consumers have already heard the term “biobased” to describe various products including fuels such as ethanol and biodiesel, as well as cleaning and personal care products and clothing.
“I think very clearly that they know what a green product is, but haven’t yet made the link on how we’re going to make those products green and how important biobased products are going to be,” said Tjerk de Ruiter, CEO of Genencor.
“It was very interesting to see that ethanol was at the top of the list. Now of course we were very pleased with that because ethanol is such an important product and such an important marketplace for us,” said de Ruiter. “But it also shows that the consumer really starts to buy in to the concept of the importance of home produced fuels and really the contribution that ethanol is delivering to the economy.”
Listen to my interview with Tjerk de Ruiter here: Genencor Household Sustainability Index
I asked de Ruiter how biobased enzymes, such as their product, differed from what we’ve seen in the past. “When you work with a biobased organism, you can continuously improve. If we look at the enzyme systems we have today, they are a lot more efficient allowing you to extract a lot more alcohol, or ethanol, out of the product itself, and quite often at lower temperatures and in the process reducing energy use,” said de Ruiter.
Other products consumers found to be green were detergents, cosmetics and some clothing. The survey will be used to create a baseline to determine if “biobased” products become better understood, accepted and adopted by consumers. Click here to learn more.
Click here to see photos from the 2011 BIO World Congress.