I will answer your question with an example on lignin.
Lignin can be precipitated from black liquor, a by-product of the pulp and paper industry. We can do many things with lignin, particularly polyurethane foam, which is used in building insulation and car seats, as this foam material also provides comfortable seating. The NRC has developed innovative technology that allows lignin to be used in the chemical composition of polyurethane.
Allow me to draw a parallel with Ford Motor Company, one of the world's leading car manufacturers. Ford currently uses soybean oil in almost all of the car seats it manufactures.
If Canada can convince one or several car manufacturers or car seat manufacturers to use small amounts of lignin in the polyurethane foam that goes into these seats, I think that it would have a positive impact on the environment, as well as on Canada's economy and bio-economy.
Though Ford only currently uses small amounts of soybean oil, it does manufacture a considerable number of car seats.
In Canada, we now have this very interesting technology that allows us to integrate lignin into polyurethane foam, so we should find a way to take advantage of it.