MONTVALE, NJ -- Benjamin Moore & Co., one of North America's most respected paint and coatings manufacturers, today announced 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. Launching in the most eco-friendly region in the US, Natura Renew is now available at select 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) US 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% 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.
About Benjamin Moore & Co.
Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883. One of North America's leading manufacturers of premium quality residential, commercial and industrial maintenance coatings, Benjamin Moore maintains a relentless commitment to sustainable manufacturing practices and continues to develop the most eco-responsible formulations possible. In 2012, the company's Natura paint received the Green Good Housekeeping Seal, acknowledging its high degree of sustainability plus rigorously tested performance. Other superior products in the Benjamin Moore Green Promise® portfolio include Aura®, Regal® Select, ben® and Ultra Spec® 500 paint for commercial interiors - all built upon our patented Gennex® platform that has changed the industry and earned the passion and loyalty of homeowners and professional painters by delivering extremely low-VOC and peerless beauty and performance. J.D. Power and Associates 2013 Interior Paint Satisfaction Study ranked Benjamin Moore highest in consumer satisfaction, marking the third consecutive year and fourth time the company has earned this rating. Benjamin Moore paints deliver authentic Benjamin Moore colors and are available exclusively from Benjamin Moore's network of paint and decorating dealers.