Around the world, drywall construction is a widely used building technique. There exists a broad variety of drywall boards (internal wall panels) on the market, ranging from cheap gypsum boards to expensive wood and clay boards. EMOCell clay-cellulose boards combine all the positive technical characteristics of existing boards (e.g. easy to process and assemble) with high environmental performance at a medium prize. In addition, due to their ability to absorb emissions and to repel respiratory dust, they have positive health effects. EMOCell boards also reduce heat, ensuring pleasant room temperatures without the use of air conditioning and, consisting of 100% natural raw materials, they compose easily on landfills within 2 months.The project carried out by EMOCell, a new founded austrian SME, EMOTON, an Austrian SME that has developed the EMOCell boards, Hammerschmid, a SME specialised on automated machinery,and KAMIG, a SME and Clay mine has three main objectives: a) to build the first factory for serial production of EMOCell boards in Upper Austria (300.000 m2/year); b) to introduce the boards on the European market; c) to build the second plant situated at a franchise partner in an EU country.The main business and distribution partners will be the Green Building Sector, building retailers, building companies, building societies, modular home contractors and architects. End consumers will additionally be targeted via the EMOTON webshop. For the builders and consumers, specific training courses and information about the specifics of the EMOCell boards will be developed in local languages. As the raw materials of the EMOCell boards, in fact byproducts of clay mines and the cellulose industry, are widely available in Europe, the transfer and replication of EMOCell plants is easy to achieve. Transport costs and emissions in Europe can thus be minimized and local economies be strengthened by a new European green product with a huge market potential.