CrushDynamics’ journey began with an unexpected encounter on a bike ride involving a bear. In 2016, founder and President Bill Broddy was cycling near a winery when he spotted a bear feasting on pomace—the leftover grape seeds and skins from winemaking. Broddy observed the bear not out of fear but curiosity, as noted by CEO Kirk Moir. Later, he inquired with Gary Strachan, a Canadian wine advocate and consultant who is now CrushDynamics’ lead scientist, about the bear’s choice of food. Strachan explained that pomace is highly nutritious and that the bear was likely preparing for hibernation.
This observation sparked Broddy’s realization about the potential for repurposing pomace, which is often discarded, turned into fertilizer, or sold for renewable energy. The winemaking industry generates millions of tons of pomace annually, and CrushDynamics, previously known as Winecrush Technologies, is transforming this byproduct into a protein ingredient. The company boasts a patent-pending fermentation process that not only eliminates the natural bitterness of pomace—specifically the tannins that impart a slightly bitter taste to red wines—but also reduces production costs by 90%, according to Moir. The resulting ingredient enhances flavor, blocks bitterness, improves color, reduces salt, and extends shelf life, all while being rich in polyphenols, which provide antioxidants and support circulatory, cardiac, and immune health.
“This has global implications,” Moir remarked. “We aim to find good uses for 15 million metric tons of winemaking byproducts globally every year. We have a significant and ambitious goal.” CrushDynamics is making strides toward achieving this objective. In April, the company secured $3.6 million in seed funding from investors, including the Western Universities Technology Innovation Fund, Women’s Equity Lab, Lumia Capital, Australia’s AgFood Opportunities Fund, and Turnham Green Capital. Moir indicated that these funds will help the company expand its process, currently implemented in one winemaking region in Canada’s Okanagan Valley, to other regions.
Initially, CrushDynamics focused on valorizing wine pomace by drying it and converting it into protein powder. However, the inherent bitterness of pomace posed a challenge. The tannins present in the grape skins and stems serve a crucial role in winemaking. After exploring various technological solutions to mitigate this bitterness, Strachan developed the fermentation process that Moir describes as a “biotransformation.” This method effectively removes the bitter taste while also being a cost-efficient way to create a nutritious ingredient.
CrushDynamics now offers two ingredient lines: Ruby Purée and Gold Purée, differentiated by their color and grape variety blends. Each ingredient serves multiple purposes, such as enhancing nutrition, acting as a natural preservative, or increasing umami flavor. Similar to the way different grape blends create distinct wines, these purees can be tailored to emphasize desired functions for various products, with potential for custom modifications during fermentation.
Moir believes this flexibility allows for the development of an expanding family of products. Moreover, the process may extend beyond winemaking waste, potentially applying to other naturally bitter, high-tannin plant waste, such as that from cranberries.
Currently, several product SKUs containing CrushDynamics’ purees are available in the market, with plans for further expansion this year. The company is exploring a wide range of products that could benefit from these ingredients. “Consider a food that doesn’t pair well with wine. It’s a short list, if there is one at all,” Moir commented, emphasizing the versatility of their purees.
At present, CrushDynamics is focusing on collaborating with agile challenger brands while assembling a team to engage with larger food manufacturers. The puree is currently featured in Big Mountain Foods’ Lion’s Mane Mushroom Crumble, which received a NEXTY Award for Best New Special Diet Food at Natural Products Expo West this year. The company is also partnering with plant-based meat and cheese producers to enhance umami flavor and counteract the bitterness often associated with ingredients like pea protein.
CrushDynamics is actively working with Protein Industries Canada to improve plant-based cheese products within the country. Researchers have discovered that the polyphenols in CrushDynamics’ purees bond exceptionally well with pea protein, making them a valuable addition to these formulations. Any manufacturer aiming to reduce salt content could also gain from the unique flavor profile and functionality of these ingredients, which are not only cost-effective but also derived from upcycled winemaking waste.
While CrushDynamics currently operates one facility, Moir has plans for global expansion, particularly within the winemaking sector. The company is collaborating with numerous sustainability-focused wineries in British Columbia and is also establishing relationships with wineries in Chile and Australia. Moir noted that winemakers worldwide are eager to discover innovative ways to convert their waste into reusable and valuable products.
“We view ourselves as an agri-tech, food-tech company, with a strong emphasis on sustainability,” Moir stated. Over the next five to ten years, CrushDynamics aims to work with a significant portion of global wine waste products. Australia is the primary target for international expansion, but discussions are also underway with winemakers in California and the Finger Lakes region of New York, areas close to potential East Coast partners.
“We see this as a global optimization challenge,” Moir concluded. “Where are our food producers? Where are the grapes? Where should we establish our production facilities?”