Novinda has developed a proprietary technology that effectively removes mercury from post combustion gases of coal fired power plants. Proposed 2011 federal regulation , in addition to existing state regulations, requires the removal of a large portion of mercury, which is toxic to humans. Removal is accomplished with the injection into the furnace flue ducts of a solid sorbent material based on naturally occurring clays. Unlike the principal alternative, activated carbon, Novinda's sorbent allows resale of flyash , a solid combustion byproduct, as a component of concrete. This is both environmentally safer and an economic advantage for the power utility. The company is introducing its product to the utility market this year. Novinda is based in Denver, CO.