Truly ZERO-VOC paint - in any color

Benjamin Moore has released Natura, the first ever truly Zero-VOC paint that is virtually odorless, and has fewer VOCs than any other paint on the market. With zero VOCs in both the base and the colorants, you can match virtually any color without sacrificing the green benefits. They put their Green Promise seal on this product- assurance that it meets or exceeds the strictest industry standards with excellent performance.

One of my clients used this to paint their entire interior, with rave reviews. It goes on easily, dries fast, has excellent coverage and great durability. Best of all - with no odor, you can still live in your rooms while you're painting. You can breathe easy, knowing the air is free of the harmful and toxic compounds found in standard paints (which is what we know as "that new paint smell").

Benjamin Moore has gone beyond the EPA standards to evaluate not just VOCs, but all the elements that affect indoor air quality. Natura exceeds the LEED criteria for the environmental safety.

The Natura range includes a primer plus three sheens—flat, eggshell and semi-gloss—and, of course, the infinite selection of colors. Offered in quarts and gallons, Natura is $49.99 a gallon, MSRP.

For more information on Natura and its availability, visit www.benjaminmoore.com. The site includes a retailer locator to help find where the paint is sold nearest you, or ask your designer to specify Natura on your home.

**Update:
The April 2009 issue of Dwell compares 4 popular lines of eco-friendly interior paint - Benjamin Moore Natura, YOLO Colorhouse, AFM Safecoat, and Mythic. All rated farily well, but the Benjamin Moore was clearly the winner, both from an expert's view and the editor's. It ranked espeically high on color choice including darks and brights.