Companies that create new products often discover that the largest market for said products was not the market the "experts" thought it would be.

Brian O'Connell

Chagrined, Nobel wasn't sure where to turn when representatives from the mining, railroad, and construction industries contacted him. Waving checkbooks at Nobel, it was clear that they immediately saw the productivity potential for dynamite in their respective fields of work. Hello, rock-busting explosive device. Good-bye, pick and shovel.

A $20 BILLION MARKET What are PMPs, and why should Wall Street types get to know them? According to a white paper on the topic released by BIO, PMPs use biotechnology-fueled plants to produce uber-proteins that might be used by doctors to battle life-threatening illnesses. According to the BIO paper, "in this process, plants themselves become 'factories' that manufacture therapeutic proteins. These proteins are then extracted, refined and used in pharmaceutical production."

A $20 billion market, PMP tools and technologies are very much a work in progress, with most projects in either the field trial or clinical trial stages, according to SeedWorld magazine, which covers the latest advances in plant breeding and development, biotechnology, marketing, testing, and international trade. According to BIO, the United States Department of Agriculture reports that only 20 permits were issued to conduct PMP trials in 2002, and only nine more in 2003. To date, only a handful of farming-friendly states (Arizona, California, Florida, Iowa, Texas, and Nebraska among them) have been issued permits to conduct PMP trials by the USDA. According to BIO, "it is estimated that it will be at least three to five years before full commercialization of the first PMP is reached. Plant-made pharmaceuticals are strictly regulated by United States regulatory agencies and differ from traditional commodity agriculture on many fronts."

I won't bore you with my limited knowledge of the scientific side of PMPs — in other words, how PMPS are produced, what kinds of plants are used, and the ins and outs of the harvesting process (there's more than enough good information on that elsewhere in this issue of BioPharm International). Suffice it to say that the idea of pharmaceutical plants becoming quasi agri-factories where therapeutic proteins can be produced faster, easier, and cheaper has a great deal of potential to investors.

TAKING A SWING AT PMPS Contrast the potential of PMPs with conventional production methods, and you begin to see why the technology could save substantial amounts of time and money, enable easily scaleable production, and produce complex proteins that current systems cannot produce. What also interests me — and hopefully the readers of this column — is the kinds of diseases that potentially can be treated with the technology. After all, it's the "trigger effect" of treating such diseases that will demonstrate the technology's potential to generate fat profits and reward shareholders that pour money into a technology that may or may not pay off.

So far, a growing number of industry heavy-hitters have lined up to take a swing at PMPs. ProdiGene, in partnership with NIH, is working on a corn-based treatment for travelers' disease. Large Scale Biology Corporation is doing the same with tobacco-based products in an effort to fight non-Hodgkins lymphoma. Meristem Therapeutics also is using corn to research ways to successfully battle cystic fibrosis. Ventria Bioscience is analyzing how rice can help treat iron deficiency and even diarrhea.

Okay, so using plants to treat diseases isn't exactly a bombshell (even though Wall Street types like to bet on bombshells). Years ago, European, Egyptian, and Far Eastern doctors were crunching up plants to make medicines like aspirin and quinine. Unfortunately, aspirin and quinine don't cut it anymore.