The development of a biobased industrial platform requires advancement of capability that is mindful of the needs of the end customer. This session will provide insights into what customers are asking for, and how companies are working together to develop and market to these unmet needs. Myths regarding green price premiums will be debunked and a realistic appreciation for performance targets established. The presenters will highlight approaches to market side development and identify the
intersection between technology and market risk.

• Provide customer perceptions that describe real market side pull
• Highlight market side development risk in contrast to new technology development
• Illustrate how partnerships are advancing biobased options in the light of real market perspective