Pick up any industry publication or visit a supplier’s or marketer’s website and green initiatives appear front and center. That’s the case at Rhodia, where 33% of projects are devoted to green chemistry, according to Andrew Douglass, market innovation director. “We must innovate for the future,” explained Mr. Douglass. “The pace of change is driven by the green movement.” Of course, performance is paramount in every launch and the Rhodia executives noted that several products provide key...