KREIDEZEIT Naturfarben, a German specialist in traditional and ecological paints is launching its natural paints in the UAE this month (August).

Kreidezeit Natural Paints will help provide a range of high-quality surfaces made from several types of lime and caseine (milk protein), according to Kay Reuter, senior engineer at the company.
“We’ll start with silicate and lime paints – Stuccolustro, Marmorino and Tadelakt,” he said. “Our standard products will be modified to suit the region’s climate. Most products are white and can easily be coloured with our dry mineral pigments in thousands of shades.”
The products will be available in the region through its dealer Al Maeeni Establishment and sub-dealer Chemipaint (Universal Paint).
Commenting on the company’s plans for the Middle East, he said: “Depending on demand, we may look at setting up a manufacturing facility in the UAE, which is a big and emerging market for all paint companies.
“Since there are no true natural paints available in the UAE, we believe the market offers huge potential as what is available is the so-called ‘eco-friendly’ paints that are standard acrylic paints certified as possessing special features.”
According to Reuter, as business grows the company plans to enter other GCC countries as part of its strategy to take one step at a time.
As part of its plans to promote its new natural paints, Kreidezeit Naturfarben will hold seminars later this year. “We are also in the process of preparing catalogues and marketing tools for the UAE. We are also looking at developing more tailor-made products for this region, if required,” said Reuter.
Founded in 1987, Kreidezeit has been selling its products in 32 countries worldwide. Its range of 160 products includes wall paints, and rockhard glossy surfaces made of pure lime plasters.
The company also provides a wide range of natural and decorative products for interior and exterior wood protection and more than 40 minerallic lightfast colour pigments for colouring all products. Most of the products can be used for interior applications as well as for exteriors.
“All these products can withstand the hot and dry desert climate quite easily,” said Reuter.
Additionally, the company offers a wide assortment of earth, mineral and spinel pigments for tinting wall paints, plasters and oil paints.
“All pigments are lightfast and the hues are harmonious; they are non-toxic and suitable for colouring children’s toys. The major advantage of mineral pigments is they are not degradeable by ultraviolet (UV) rays or rain,” says Reuter.
The company sources its raw materials from Europe, from regions well-known for their beautiful earth pigments. These include the classic ocres from Rousillion, South France or all the siennas from the Toscana region in Italy.
Elaborating on the eco-friendly features, Reuter said: “Our paints are truly eco-friendly. If we consider the whole lifecycle of the product, it starts with sourcing the raw material after which we wash, separate and filter them through low energy processes. There’s no emission during production. Carbon-neutral wood pellets are used for thermal processing and heating. Also, we only use renewable electric power like wind, solar and water.”
“Our products are safe to apply – it’s even safe to sleep in a freshly painted room since there is no smell and no evaporation of any chemical substance as these substances are not present in the product. The air is always clean and dry in rooms painted with Kreidezeit paints, offering a big advantage for projects such as hotel renovation.”
“The product leftover after painting is safe for disposal as it contains no toxic substances. We are allowed to deposit our leftovers on the compost in the backyard of the factory, with our waste water going into public flow without any conditioning,” he adds.