Bio does not equal expensive

Cooley explains that suppliers of bio-based resins are trying to diffuse this problem by developing very detailed performance studies comparing bio-based technologies to fossil fuel based technologies. He also adds, that even though these studies do help, continued technical presentations, articles and papers to the coatings market are necessary. I think this would definitely be good steps and wonder if is there even more that the industry could do to encourage end users to look into bio-based coatings. What do you think? Have you made similar experiences?