Ironically, Max Senechal, CEO of CJ Biomaterials, has spent the past 15 years making a consistent effort to differentiate PHA, a biopolymer, from traditional plastics, presenting it as a new, environmentally friendly material. Yet recently, there’s been a shift in perspective that suggests perhaps identifying as a plastic could help highlight PHA's benefits, like functionality and ease of use, without the environmental downsides; in other words, promoting its advantages over traditional plastics.
Senechal: “Adding to what Leah was saying, the discussions, trials, commercial opportunities that we're seeing now in in straws are at least an indication that what Leah is talking about in terms of public sentiment is being translated into a response. I feel, if we play our cards right, we can turn this into an opportunity. We are renewably based and biodegradable and can help solve the end of life situation. That allows us both to address the issue that people don't like about the current straws, paper straws, as well as the fundamental problem that we're trying to address here.”
Ford and Senechal went on to emphasise another interesting point about the executive order: it specifically questions the use of fluorinated chemicals in paper straws; chemicals bioplastics do not need for waterproofing, and again, presenting an opportunity for companies to address consumer concerns effectively. By leveraging these strengths, the industry can position bioplastics as a viable and safer alternative to traditional petroleum-based plastics, potentially altering market dynamics and meeting consumer and legislative expectations for sustainability.
Yet while interest in PHA is growing, consumer awareness of the availability of alternative, more sustainable options remains low.
“It is essential to develop a strategic communication plan involving collaboration with brands and industries for effective outreach to raise awareness amongst consumers about environmentally friendly alternatives,” said Ford. We're working with with people on the value chain to do that also, having these discussions so that that that information is known.”
“The real challenge for us is not to get lost in the noise,” added Senechal. “I would venture to say that the majority of American consumers today, think that they need to choose between paper or plastic straws, without understanding there may be other options. They have no idea that these solutions exist.”
Despite potential financial challenges ahead, he is optimistic. Unlike some industries, their sector has never extensively relied on government funding for technological advancement. Drawing a parallel with the renewable energy sector, he noted how solar and wind energy faced significant opposition yet ultimately advanced due to their economic viability. Today, both technologies have gained substantial traction, reflecting a shift in public sentiment and economic pragmatism.
“For me, where we are today in terms of our materials and bio material technology, I see the same analogy,” Senechal explained. “Eventually things will things will happen. People will do the right things. We're confident about our technology. And we are moving forward on that. CJ is a large organisation that can sustain these developments and commercialisations? And that gives us optimism in terms of our position and how we evolve.”
