In the world of bioluminescence, the serious and the frivolous merge at Prolume Ltd., a start-up company in Pittsburgh. Prolume, founded by a surgeon and an oncologist, does bioluminescence-based cancer research. In its bid for funding, the company also is working on glowing foods, beverages and cosmetics. George Finley, an oncologist and chief executive officer of Prolume, recognizes that critics may believe it is wrong to commercialize genetics research. But we don't think there's any harm in creating a revenue model to fund basic science.
Bioluminescence is a great venue to introduce biotechnology to consumers.
Our products are very compelling, really 21st-century in appeal, novelty and fun value.