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| Urethane Soy Systems: The Power of Soy |
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| Written by Meghan Flynn |
| Sunday, 01 November 2009 00:00 |
 Urethane Soy Systems of South Dakota is launching the fifth generation of its proprietary Soyol molecule, which provides manufacturers with the highest substitution percentage for petroleum in polyurethane products of any other soy-based molecule. After more than a decade of research, the team at this small firm has developed a process that ensures the molecule will look and act predictably in every application.“This industry has, over many years, learned how to take any kind of oil from the ground and refine it into a consistent material for use in a huge variety of products,” said Rodney Christianson, president. “Our challenge has been developing an equally reliable molecule from a highly irregular source and then showing the industry how it can benefit from it.” The South Dakota Soybean Processors (SDSP) acquired Urethane in 2003 after five years of independent testing of soybean oil’s potential in polyurethane applications. More than 2,200 farmers from across the Midwest own SDSP. Urethane, however, is still in its infancy; last year, its revenue exceeded $2 million for the first time. Christianson said unfortunately, its target industries have been hit hard by the recession, and the company has had to cope with widespread hesitance on the part of manufacturers to adapt such a significant change in their processes.  Proven applications The solution Christianson and his team implemented was to create two related but distinct divisions of the company. One is the pure research and development division focused on continuing to refine the Soyol molecule, and the other is the system formulation support division. According to Christianson, of the four major firms in the industry working toward a soy-based polyol, Urethane is the only one to also offer comprehensive and proven system applications for Soyol. “We started developing complete systems for the molecule as a proof of concept for potential customers several years ago. Throughout the history of polyurethane, the industry has frequently looked to alternative and natural resources to replace petroleum but always fell short of commercializing it,” Christianson explained. “We’ve been able to make that last step because of our investment early on in real-world applications for this science.” Instead of trying to shoehorn Soyol into existing petroleum-based formulas, the company has developed alterative practices that take into account the unique way the Soyol molecule behaves. He cited three main systems that Urethane is focused on. The first is Soy Therm, a soy-based polyurethane insulation product that even at the two-pound size requires a only a water-blown installation system. Most of the company’s competitors still rely on a chemical-blown installation system. In 2008, the company received certification for Soy Therm from two independent, national evaluation organizations. The certification makes the product available for use throughout the country regardless of local construction code requirements. The second key application of the Soyol molecule is Bio-Tough, a spray-on elastomer that is best known as a bed liner in pick-up trucks. The third application is what Christianson called a soy matrix, a resin that can be used to make any kind of product typically made out of petroleum-based plastic such as shoes, surfboards, seat cushions, and car bumpers, to name a few. Last year, Ford used the Soyol molecule in the construction of its newest Mustang and, according to Christianson, had a lot of positive feedback for the little company. “For us, that was a turning point: our product was definitely viable, and natural oil polyols were finally here to stay,” he said. The right team In addition to providing customers with proven applications for Soyol, Urethane can also boast the product is no more expensive, and often less expensive, than petroleum. “Many companies are doing whatever they can to be more environmentally friendly and are interested in our product, but we have the added advantage in that we can offer a green solution that is good for the environment and a customer’s pocketbook,” Christianson said. But the company would never have made it as far as it has without the support of its dedicated and hardworking employees, a fact Christianson is quick to point out. In the early years, he said, Urethane brought in experienced professionals from the big name development firms to get the science off the ground. He said in 2003, Urethane experienced a set back when it needed to tone down its marketing efforts and refocus on developing the product. “We weren’t quite ready, but that experience was a blessing in disguise because we learned what kind of employee was best suited to this kind of business,” he said. Unlike the big development firms with well-established client bases, Urethane needed to constantly find new clients and be nimble as the market changed. That collaborative, entrepreneurial culture required a unique kind of employee that the company was fortunately able to attract in the ensuing years. “The work we’re doing is important and exciting, which is why there are so many people interested in working with us,” Christianson said. “Now we know we need the jack-of-all-trades kind of employee, and I am so thankful to work with our team of dedicated professionals every day.”
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