This episode of PLANT CEO features an insightful conversation with Zimri T. Henshaw, the founder of Rheom Materials. Zimri shares his fascinating journey, from being inspired by the "Yankee" motorcycle culture in Japan to developing high-performance, plant-based alternatives for leather and hard plastics. By leveraging existing plastic extrusion infrastructure, Rheom Materials has created Shorai and Benree bioplastic materials derived from sugarcane and corn that offer a scalable, sustainable solution for fashion, automotive, and footwear without compromising on performance.Throughout the discussion, Zimri dives into the technical challenges of scaling bio-materials and the importance of meeting rigorous industry standards, such as the "bally flex test" for footwear and marine-grade durability for automotive interiors. From partnering with Canadian rockstar Bryan Adams on a vegan biker jacket to showcasing sustainable Western wear at the Houston Rodeo, Zimri emphasises a philosophy of "change your impact, not your life." He also provides a sneak peek into the future of the company, including 3D printing filaments and bio-fibers, marking Rheom Materials as a true platform for the next generation of materials.