Benjamin Moore is branching out into the green industry with the first premium, bio-renewable paint: Natura Renew.

Natura Renew is plant-based, low odor, has zero emissions and contains up to 40 percent bio-renewable materials. The paint is an extension of Benjamin Moore’s eco-friendly, sustainable Natura. Consumers will be available to choose Natura Renew  in either semi-gloss or eggshell finish.

With Natura Renew, we’re able to offer these discerning customers an authentically sustainable paint without compromising performance, color and durability.

The paint company aims to appeal to consumers who are considered a part of the “lifestyles of health and sustainability” (LOHAS) market. These consumers are the ones who are concerned with how their goods are impacting the environment around them.

“The size and growth of this market shows that greener, more sustainable products matter to consumers, interior designers and architects,” Mike Searles, Benjamin Moore’s president and CEO, says in a press release.

“With Natura Renew, we’re able to offer these discerning customers an authentically sustainable paint without compromising performance, color and durability,” Searles says. “This sort of breakthrough innovation, delivered through our network of independent dealers, is the hallmark of Benjamin Moore.”

To further reach this market, which Benjamin Moore says  includes 1 in 4 North Americans, the product’s launch will be in the eco-friendly Pacific Northwest. Benjamin Moore retailers nationwide will receive the product in later 2014.