Procter & Gamble has signed a multiyear deal with cellulosic-ethanol startup ZeaChem to co-develop biomass-based chemicals for consumer products and packaging. "If you can make green to replace brown at a cost less than brown ... there is no limit to that market," said Jim Imbler, CEO of ZeaChem. The biofuel startup plans to utilize its laboratory in Menlo Park, Calif., a pilot-scale facility in Golden, Colo., and a proposed cellulosic-ethanol plant in Boardman, Ore., to develop the bio-based chemicals.

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