GoodFuels, a Netherlands-based pioneer in sustainable marine fuels, created a one-stop shop that integrated the entire supply chain for sustainable marine biofuels. From feedstock to tank, its proposition covered sourcing feedstock and ensuring its full sustainability, production and refining, global distribution, quality assurance and marketing programmes with ports, governments and end clients.
BLUE was appointed from GoodFuels’ founding in September 2015. The relationship began when BLUE supported a consortium of likeminded companies, including GoodFuels, to announce that they were working to pioneer biofuels as a low carbon fuel solution in shipping. The task was to establish sustainable marine biofuels as a viable option in shipping’s decarbonisation, building the credibility of the company and its technology while making the commercial and environmental case for biofuels in maritime applications.
Our approach established GoodFuels’ credibility through its technology while making the case for biofuels as a near-term route to decarbonisation. Work centred on high impact media opportunities and press releases communicating the company’s partnerships and biofuels trials milestones. Through a targeted media relations campaign, BLUE supported GoodFuels in announcing several industry-first partnerships with global brands including IKEA, Norden, BMW and CMA CGM. These high-profile collaborations were powerful proof points, showing that sustainable marine biofuels could be deployed by major commercial operators across different sectors.
Alongside the milestone announcements, we ran a continuous programme of thought leadership that positioned GoodFuels as the authoritative voice on marine biofuels, laying out their place in the marine fuel mix today and in the future. We never shied away from challenging the industry to adopt sustainable biofuels, nor from the impact they can have in the immediate term. While other companies focused on the coming decades, our messaging for GoodFuels focused on what could be achieved in the coming weeks.
As the work developed, its scope widened to support GoodFuels’ global expansion, with particular focus on Asia-Pacific and Singapore, reaching global stakeholders and shipowners that might adopt biofuels. We also profiled GoodFuels’ growing team and its efforts to build insetting services within the wider GoodNRG Group portfolio.
GoodFuels became a recognised alternative fuels brand within shipping, leading the debate on sustainable marine biofuel and its role in a widening fuel mix. That position saw GoodFuels speak at the highest forums in shipping and become a regular source of industry commentary for leading publications, as interest grew and more shipowners used the company’s biofuels to decarbonise their operations. By addressing misconceptions, highlighting technological advances and quantifying environmental benefits, the communications strategy helped GoodFuels set the terms of the debate around marine biofuels. That positioning contributed to the company’s growth and, ultimately, its acquisition by FincoEnergies, cementing sustainable biofuels as a recognised part of shipping’s decarbonisation toolkit.
