Viridi - UK
SECTOR: Sustainable chemistry
APPLICATIONS: CO₂-based materials
We came to EDERA Lab on the strong recommendation of Amphistar, and from day one it was clear why. They understood our industry, moved with real pace, and helped us build the brand narrative and marcomms infrastructure we needed as we scaled from pilot toward industrial deployment. The work across our investor communications and commercial pipeline has been exactly what we needed. We're genuinely excited about building a long-term partnership with them.
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— Dr Daniel Stewart, CEO at Viridi
The Challenge
As Viridi prepared to move its CO₂-based chemistry platform from pilot stage toward industrial deployment, the company needed to build its brand and press infrastructure from the ground up, de-risk its narrative for investors, and reinforce a growing commercial pipeline across a complex trade audience.
The initial six-month engagement spanned multiple inflection points: the launch of Vireya, the world's first CO₂-derived anionic surfactant; a joint development agreement with Zschimmer & Schwarz; and a lab-to-scale growth story anchored by a new chemical engineer hire and the appointment of a former Unilever R&D leader as strategic advisor.
The Solution
EDERA Lab supported Viridi across brand foundations, campaign execution, and ongoing visibility:
Brand narrative & website: developing the brand book and revamping website copy to elevate positioning across investor and commercial audiences
Product launch: delivering the Vireya release, the world's first CO₂-derived anionic surfactant, with embargoed outreach and coordinated trade media strategy
Strategic milestones: structuring and delivering the Zschimmer & Schwarz partnership and the lab-to-scale announcement covering new technical hires and advisor appointments
PR & thought leadership: securing op-eds, feature interviews and reactive commentary across specialty chemicals, home care and business media, plus on-site media meets at SEPAWA, Cleaning Products Europe and ICIS
Content amplification: producing monthly LinkedIn content plans and bespoke visuals to extend reach across owned channels
The Impact
Viridi strengthened its position as a credible UK innovator in CO₂-based chemistry, with growing international visibility across trade, business and investor audiences.
This translated into:
High-quality coverage across tier-one trade and business media, including Entrepreneur UK (UK100 list), CHEManager, MSN UK, Renewable Carbon, Cosmetic Business and Sustainable Business Magazine
Increased credibility with commercial partners and investors, underpinned by consistent press presence around each milestone
A clearer brand narrative and functioning press office, sufficient to convert the initial six-month engagement into a 12-month extension
