Once a niche product primarily associated with agriculture, biochar’s potential as a versatile, high-value carbon material is now being recognized across diverse sectors. Riki Franco, founder and CEO of Prime 6, offers a compelling perspective on this evolution, having navigated a unique journey from creating premium charcoalCharcoal is a black, brittle, and porous material produced by heating wood or other organic substances in a low-oxygen environment. It is primarily used as a fuel source for cooking and heating.   More for chefs to pioneering industrial biocharBiochar is a carbon-rich material created from biomass decomposition in low-oxygen conditions. It has important applications in environmental remediation, soil improvement, agriculture, carbon sequestration, energy storage, and sustainable materials, promoting efficiency and reducing waste in various contexts while addressing climate change challenges. More applications. Her story is a testament to the power of a clear vision, strategic adaptation, and an unwavering commitment to quality and sustainability.

The Genesis of Prime 6: Solving a Chef’s Problem

Prime 6 didn’t begin as a biochar company; it was born out of a simple, yet significant, problem in the culinary world. As a former entrepreneur in the food industry, Franco and her husband, a professional chef, were all too familiar with the inconsistencies of traditional charcoal. Lump charcoal, the preferred choice of chefs for its natural composition, was notoriously unreliable. As Franco explains, 

When most manufacturers make charcoal, size and density are made inconsistent because they can’t control how Mother Nature makes the wood, right? They take whatever Mother Nature gives them, they apply heat without oxygen, and then they make the charcoal. The resulting product leads to uneven heat and high BTUs. There’s also frequently a lot of pebbles inside the bag that are not unusable.

For chefs, this unreliability means more fuel, constant adjustments, and inconsistent food quality.

The solution, Prime 6 discovered, lay in density. By controlling the density of the raw wood material, they could create a fuel with a longer life, consistent heat output, and a carbon content of 90% or more. This innovation wasn’t about adding flavor (charcoal’s role is to be a neutral heat source) but about providing a superior, predictable cooking experience. A good charcoal, Franco notes, ensures an even sear across the entire grill, locking in a protein’s natural juices without creating hot or cold spots. This laser-focused approach to solving a specific problem for a specific market—the professional chef—defined Prime 6’s early success.

A Pivot with Purpose: Embracing Biochar and Sustainability

While the culinary market was Prime 6’s foundation, the company’s environmental ethos was present from the very beginning. Unlike many charcoal producers who rely on unregulated foreign manufacturing, Franco and her team were committed to a different path. “We didn’t want to have anything to do with that to begin with,” she says, referring to the “wild west” of international charcoal production with its lack of emissions control. This commitment led to a long-standing partnership with the organization Veritree, planting a tree for every box sold. The company’s vision for sustainability also centered on utilizing pulpwood and sawmill residues to avoid contributing to deforestation.

The pivotal moment came in 2021, two years after the company’s launch, following an appearance on the television show Shark Tank. Prime 6 began receiving inquiries about biochar, a term Franco admits she wasn’t fully familiar with at the time. A particularly compelling inquiry came from a company working on a green hydrogen project that needed a biochar or biocarbon feedstockFeedstock refers to the raw organic material used to produce biochar. This can include a wide range of materials, such as wood chips, agricultural residues, and animal manure. More. This inquiry, as Franco recounts, “kind of opened my eyes into the world of what is biochar and what are the applications.” It was clear that Prime 6’s high-quality carbon product, initially a solution for chefs, had a much broader potential as a sustainable industrial feedstock.

Bringing Biochar Home: Navigating Regulatory and Economic Challenges

The realization of biochar’s potential led to Prime 6’s most significant strategic move: bringing manufacturing to the United States. This was no small feat. With charcoal manufacturing illegal in 48 states, the company had to prove its process was safe, clean, and environmentally sound. Prime 6 chose Fairmont, West Virginia, a state that was hit hard by the decline of the coal industry, due to its welcoming business climate and, crucially, its abundant supply of hardwood biomassBiomass is a complex biological organic or non-organic solid product derived from living or recently living organism and available naturally. Various types of wastes such as animal manure, waste paper, sludge and many industrial wastes are also treated as biomass because like natural biomass these More.

Navigating the regulatory landscape required a “100-page application” and extensive collaboration with the Department of Environmental Protection (DEP). Prime 6 demonstrated that its pyrolysisPyrolysis is a thermochemical process that converts waste biomass into bio-char, bio-oil, and pyro-gas. It offers significant advantages in waste valorization, turning low-value materials into economically valuable resources. Its versatility allows for tailored products based on operational conditions, presenting itself as a cost-effective and efficient More units are a net-zero process, using their own off-gases as fuel and with an afterburner to eliminate any emissions. This commitment to a clean process not only secured the necessary permits but also aligned with the state’s economic development goals, creating new jobs in a region seeking to diversify its economy.

Prime 6 currently produces 10,000 tons of charcoal a year and is on track to add another 10,000 tons of biocarbon and biochar by 2026. While the business is still 95% charcoal, Franco’s vision is for an equal split between charcoal, biocarbon, and biochar in the coming years. She defines biocarbon as the industrial application for industries like steel and silicon, while biochar is reserved for agricultural use.

Market Dynamics: The Challenge of Educating an Immature Market

The move into biochar has presented new challenges for Prime 6. While the company understood the needs of its culinary customers, the biochar and biocarbon markets are, as Franco notes, “very, very new spaces where the markets are very very immature.” This immaturity means Prime 6 isn’t just selling a product; it’s building a market. The company has to educate potential customers on the value proposition of a premium carbon product, a task that requires a deep understanding of each industry’s specific needs.

In the steel industry, for example, Prime 6’s biocarbon is typically more expensive on a cost-per-ton basis than traditional coal. However, Franco points out that the real value lies in the total cost of ownership and the eligibility for tax credits under the Inflation Reduction Act as a green energy product. Additionally, using a sustainable biocarbon allows companies to market a “green iron,” which is attractive to large corporate buyers like Amazon and Microsoft who are committed to reducing their carbon footprints.

The agricultural market presents a different set of challenges. Farmers operate on slim margins, and biochar, while providing long-term benefits like improved soil health and water retention, is often seen as an “added cost.” This requires a different educational strategy and a focus on long-term value, with carbon removal credits helping to offset the initial expense.

Franco’s approach to these challenges is refreshingly direct: “I ask a lot of questions.” This inquisitive mindset allows her to understand the specific needs of each potential customer and determine if Prime 6 is the right fit. The company isn’t trying to be the cheapest. It’s focused on delivering value. As Franco learned early on, trying to compete on price with mass-market players like Kingsford in retail was a failure. Instead, Prime 6 focuses on its core value proposition: “the best fuel for the longest period of time at the highest temperature possible.”

Key Takeaways and Lessons Learned

Prime 6’s journey offers valuable insights for any company in the biochar space.

1. Solve a Problem First, then Scale. Prime 6’s initial success came from solving a very specific, well-defined problem for a clear audience: the professional chef. This focus allowed them to perfect their product and build a strong brand reputation before attempting to broaden their market. The lesson is simple: before you can change the world, solve a small, tangible problem well.
2. Product Quality is the Core Business. Franco’s philosophy is unwavering: “If you have the right product, you always have the right customer, and that should be your primary source of revenue.” While carbon credits and tax incentives are a welcome bonus, they should not be the sole foundation of a business model. A truly sustainable and profitable company must rely on the value of its physical product.
3. Educate and Collaborate to Build the Market. For a nascent industry like biochar, success isn’t just about selling. It’s about building the market itself. This requires a commitment to educating customers, suppliers, and even governments. Franco’s approach of asking questions, bringing different players to the table, and actively collaborating with academic institutions and other businesses is a model for fostering industry growth. As she puts it, “when we’re together, we’re stronger than if everybody apart.”