DuPont, China & A Billion-Dollar Color

DuPont, China, and a billion-dollar color.

- Del Quentin Wilber

There’s white, and then there’s the immaculate ultrawhite behind the French doors of a new GE Café Series refrigerator. There’s white, and then there’s the luminous-from-every-angle white hood of a 50th anniversary Ford Mustang GT. There’s white, and then there’s the how-white-my-shirts-can-be white that’s used to brighten myriad products, from the pages of new Bibles to the hulls of super yachts to the snowy filling inside Oreo cookies.

All this whiteness is the product of a compound known as titanium dioxide, or TiO2. A naturally occurring oxide, TiO2 is generally extracted from rutile and ilmenite ore and was first used as a pigment in the 19th century. In the 1940s chemists at DuPont refined the process until they hit on what’s widely considered a superior form of “titanium white,” which has been used in cosmetics and plastics and to whiten the chalked lines on tennis courts. DuPont has built its titanium dioxide into a $2.6 billion business, which it spun off as part of chemicals company Chemours, in Wilmington, Del., last fall.

A handful of other companies produce TiO2, including Kronos Worldwide in Dallas and Tronox of Stamford, Conn. Chemours and these others will churn out more than 5 million tons of TiO2 powder in 2016. China also produces large amounts of the pigment, and its industries consume about a quarter of the world’s supply. Most of China’s TiO2 plants, however, use a less efficient and more hazardous process than the one developed at DuPont. Starting in the 1990s, if not earlier, China’s government and Chinese state-run businesses began seeking ways to adopt DuPont’s methods. Only they didn’t approach the company to make a formal deal. According to U.S. law enforcement officials, they set out to rip off DuPont.