In two short years since its national launch, Smarter Starter Fluid has become the top selling petrochemical-free lighter fluid in the U.S. with availability in over 8,000 retail stores. While Smarter Starter Fluid is already redefining the consumer’s notion of charcoal lighter fluid, our mission runs much deeper. Our goal for Smarter Starter Fluid is to lead the conversion of all lighter fluid from petroleum- to plant-based. By doing so, we’re providing a better grilling experience, while also making barbecue a safer and healthier activity. We’re also crafting new biobased products that will do the same in their respective market segments. We’ve gathered the best materials here to help you tell the story.