Green chemistry takes next big thing title

You thought it was all about environmental technology, huh? Keep up granddad.
Apparently now environmental chemistry is the Next Big Thing getting VCs (figuratively) priapic.

News.com examines the phenomenon here and with a nice picture of a husky thrown in for good measure.

From the article:

The business case for green chemistry could exclude the issue of being environmentally benign, and still be successful. Chemical processes that reduce waste translate into huge savings, said Berkeley Cue, Jr., who started the green-chemistry initiative at pharmaceutical giant Pfizer.

Cue calculates that the pharmaceutical industry–under constant pressure to invest research and development in blockbuster drugs–could save $10 billion and eliminate 4 billion kilos of waste a year. “Companies that figure out how to do it will be at a competitive advantage,” he said.