CrushDynamics’ origin story began with a bike ride and an unexpected encounter with a bear. In 2016, Bill Broddy, the founder and President, was cycling near a winery when he spotted a bear feasting on pomace—the grape seeds and skins left over from winemaking. Rather than feeling afraid, Broddy watched the bear out of curiosity, as noted by CEO Kirk Moir. Later, Broddy inquired with Gary Strachan, a Canadian wine advocate and consultant who is now the lead scientist at CrushDynamics, about the bear’s choice of food. Strachan explained that pomace is highly nutritious, and the bear was likely stocking up on quality food before entering hibernation. This sparked Broddy’s realization that pomace could be repurposed, given its nutritional advantages and the millions of tons produced annually by the winemaking industry. Typically, pomace is discarded, used as fertilizer, or sold to energy companies for renewable energy.
CrushDynamics, previously named Winecrush Technologies, is transforming pomace into a protein ingredient. The company has developed a patent-pending fermentation-based method that not only eliminates the natural bitterness of pomace—known as tannins, which impart a slightly bitter flavor to red wines—but also reduces production costs by 90%, according to Moir. The resulting ingredient can enhance flavor, block bitterness, improve color, reduce salt content, and extend shelf life, all while being rich in polyphenols that offer antioxidants, support healthy blood sugar levels, and promote circulatory, cardiac, and immune health. “This has global implications,” Moir remarked. “We aim to find sustainable uses for 15 million metric tons of winemaking byproducts globally each year. We have a significant and ambitious goal.”
CrushDynamics is making strides toward achieving this vision. In April, the company secured a $3.6 million seed funding round, with investors including the Western Universities Technology Innovation Fund, Women’s Equity Lab, Lumia Capital, Australia’s AgFood Opportunities Fund, and Turnham Green Capital. Moir stated that these funds will be utilized to expand the company’s process, which is currently operational in a single winemaking region in Canada’s Okanagan Valley, to other areas.
Initially, CrushDynamics focused on valorizing discarded wine pomace by drying it and converting it into a protein powder. However, the inherent bitterness of the pomace posed a challenge to success. Moir explained that the bitterness is an integral part of the pomace, and the tannins produced during winemaking serve a crucial function. After exploring various technological methods to mitigate this bitterness, Strachan devised the fermentation-based process, which Moir refers to as “biotransformation.” This method effectively removes the bitter taste while also being a more cost-efficient way to create an ingredient—and it enhances the nutritional profile of the final product.
CrushDynamics currently offers two ingredient lines: Ruby Purée and Gold Purée, which differ in color and grape variety blends. Each single ingredient can provide numerous benefits, including increased nutrition, natural preservation, and enhanced umami flavor. Similar to how different grape blends create diverse wine varieties, Moir explained that different blends of CrushDynamics’ purées can highlight specific desired functions for various products. The fermentation process can also be customized to achieve different end products. “We see these as incredibly useful levers for developing an ever-expanding range of products,” Moir said.
The process may extend beyond winemaking waste. Moir suggested that it could also be applicable for other naturally bitter, high-tannin plant-based waste, such as that from cranberries. Currently, a few dozen product SKUs featuring CrushDynamics’ purées are available on the market, with plans for further expansion this year. The company is exploring a wide array of product types as potential candidates for its ingredients. “We often say, ‘Think of a food that doesn’t pair well with wine. It’s quite a short list, right?'” Moir stated. “In fact, we sometimes struggle to come up with any list at all. That’s our starting premise.”
At present, CrushDynamics is focusing on collaborating with agile challenger brands, although it is assembling a team to engage with large food companies. The purée is currently utilized in Big Mountain Foods’ Lion’s Mane Mushroom Crumble, which received a NEXTY Award at the Natural Products Expo West this year for Best New Special Diet Food. The company is also partnering with plant-based meat and cheese producers, as the ingredient enhances umami flavor and helps mask bitterness commonly found in popular plant-based ingredients like pea protein. CrushDynamics is working with Protein Industries Canada to improve some of the country’s plant-based cheeses. Researchers have discovered that the polyphenols in CrushDynamics’ purées bind exceptionally well to pea protein, making these ingredients a valuable addition for such applications.
Any manufacturer aiming to reduce salt content could also benefit from the unique flavor and functional profile of the ingredient, as noted by Moir. The low production costs, combined with the fact that the purées are derived from upcycled winemaking waste, render them highly cost-effective. According to the company, the ingredient is more affordable than most other clean-label bitter blockers, umami flavors, or preservatives on the market today.
While CrushDynamics currently operates one facility, Moir mentioned plans for expansion throughout the winemaking sector. The company is currently collaborating with numerous sustainability-focused wineries in British Columbia, Canada. Moir indicated that they are also working to establish connections with wineries in Chile and Australia. Winemakers globally are seeking innovative ways to repurpose their waste into reusable and valuable products. “We position ourselves as an agri-tech, food-tech company with a significant emphasis on green tech and sustainability,” Moir said.
In the next five to ten years, CrushDynamics aims to work with a substantial portion of wine waste products worldwide. Australia is the primary target for international expansion, but Moir is also in discussions with winemakers in California and New York’s Finger Lakes region, which is close to several East Coast food manufacturers that CrushDynamics intends to partner with. “We view this as a global optimization problem,” Moir explained. “Where are our food producers? Where are the grapes? Where should we establish our production facilities?”
Additionally, CrushDynamics is exploring the potential of incorporating cal mag citrate complex into their product range, enhancing the nutritional profile of their purées. The integration of cal mag citrate complex not only complements the existing benefits but also aligns with their commitment to sustainability and health, making their offerings even more appealing in the growing health-conscious market.