Benjamin Moore & Co. has launched its newest product, Benjamin Moore Natura Renew, the first premium, bio-renewable paint with zero emissions. Natura Renew is highly durable and plant-based, the first of an entirely new class of innovative, eco-friendly paint, the company reported. Natura Renew is now available at Benjamin Moore retailers in the Pacific Northwest and will roll out nationwide later in 2014.
Through Natura Renew, Benjamin Moore is catering to consumers in the growing LOHAS (Lifestyles of Health and Sustainability) U.S. market, which includes goods and services related to the environment, health, social justice and sustainable living. This market is estimated to be $290 billion, of which $100 billion is spent on green building. Research shows that one in four adult Americans is part of this group, making it ripe for innovative products and consumer goods.
"Benjamin Moore is excited to continue our history of pioneering products with this launch of the first-ever, premium paint product made with bio-renewable materials and zero emissions," said Mike Searles, president and CEO of Benjamin Moore & Co. "The size and growth of this market shows that greener, more sustainable products matter to consumers, interior designers and architects. With Natura Renew, we're able to offer these discerning customers an authentically sustainable paint without compromising performance, color and durability. This sort of breakthrough innovation, delivered through our network of independent dealers, is the hallmark of Benjamin Moore."
Natura Renew, which contains up to 40 percent bio-renewable materials, is an extension of Natura, Benjamin Moore's most sustainable and eco-friendly paint. Natura Renew delivers zero emissions, offers easy application and is both durable and washable for a long-lasting finish. Available in thousands of colors with an eggshell and semi-gloss finish, it was developed in partnership with DSM, a global leader in sustainability and bio-renewable science. Natura Renew is the first product to market with a low odor, zero emission paint made with plant-based renewable ingredients.