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Call to Action for a Truly Sustainable Renewable Future
August 8, 2013 – 5:07 pm | No Comment

-Include high octane/high ethanol Regular Grade fuel in EPA Tier 3 regulations.
-Use a dedicated, self-reducing non-renewable carbon user fee to fund renewable energy R&D.
-Start an Apollo-type program to bring New Ideas to sustainable biofuel and …

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Consumers Go ‘Green.’ Are We Leveraging This Trend Enough?

Submitted by on December 17, 2015 – 3:45 pmNo Comment

by Sebastian Søderberg (Novozymes/Biofuels Digest)  … I believe consumers are becoming increasingly aware and concerned about the damage their consumption can cause to the planet. With this awareness, comes a growing focus on products that reduce GHG emissions and maximize resource efficiency. This creates ‘green’ consumers who accept the idea that green products might come at a premium.

This trend cuts across products and services, everything from organic and sustainable food and textiles to heating homes with electricity from wind power. Consumers are showing a preference for green plastics for food packaging. They’re willing to pay extra for carbon-neutral air flights and less-polluting cars (note the successful sales of hybrid cars like the Toyota Prius, and the massive recent attention to emissions from VW diesel cars). An increasing number of consumers pay attention to the ‘green’ label – it is a differentiator!

While green consumption is often perceived as a predominantly Western phenomenon, the Nielsen Global Survey has found that sustainable packaging, for example, matters most to consumers in Asia-Pacific (63%), Latin America (62%) and Middle East/Africa (62%) and to a lesser extent in Europe (36%) and North America (32%). Accordingly, we see a steady increase in ‘green’ product claims particularly in India and China. Two of the leading washing powder brands in China, Nice and Liby, for example position ~80% of their products as green.

Given that green products are initially often more expensive to produce, it is important to address how additional costs are distributed across the value chain. The above examples show that consumers are willing to pay part of it. Other parts can be booked as R&D investments or marketing expenses in finished good companies. The first movers in the cellulosic ethanol and biochemical industries have already been willing to take risks in upfront investments to get this new industry out of its infancy. And let’s not forget the crucial role of regulators who need to ensure tax regimes and duties for polluting products.

Buying ‘green’ is an emerging mega-trend and there are many results which suggest a growing number of consumers are willing to pay a ‘green’ premium for products derived from bioethanol – a premium that will support the growth of the industry. READ MORE

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