Cellulose Nanocrystal Commercialization: Accelerating the Paints and Coatings Market

Scaling commercial adoption of DextraCel cellulose nanocrystals through targeted go-to-market planning.

The Opportunity

The global waterborne coatings market is valued at $58B USD and growing at a 5.6% CAGR. Industry is moving away from solvent-borne coatings due to environmental and VOC regulations. A performance gap still exists in waterborne alternatives. DextraCel’s unique carboxylated CNC structure is designed to address that gap. Anomera has already generated more than $75,000 in early European sales and has over 100 customers in its active pipeline. The total addressable market is $1.6B.

The Challenge

Anomera’s technical risk is largely de-risked. The challenge is commercial execution. Converting pipeline interest into multi-million-dollar orders requires a structured go-to-market strategy. The company needs to improve customer conversion ratios and break through with large multinational coatings manufacturers who require rigorous qualification processes before placing significant orders.

NPC’s Solution

NPC’s Fast Track to Financing Program is supporting Anomera with go-to-market planning to accelerate commercialization of DextraCel cellulose nanocrystals (CNCs) into the coatings market. Anomera’s patented process produces carboxylated CNCs using only dilute aqueous hydrogen peroxide, without corrosive acids or catalysts. The project will build the commercial structure needed to improve customer conversion and break through with large multinational coatings manufacturers. NPC is committed to the creation of natural products that are better for people, animals, and the planet. They propel early-stage Canadian innovators with the advice, connections, and capital needed to rapidly develop, validate, and scale transformative solutions.