"We want to be the global market leader for sustainable advanced biofuels, both on the land as on the seas and oceans."
GoodFuels is a global market maker for sustainable marine fuels. Heavy marine fuel is the main choice in the shipping industry which provides the best combination of power and lower costs. Additionally they are a cheaper alternative by providing more energy per gallon. However, the fuels contain toxic components like sulfur and vanadium into the environment. The International Energy Agency has a goal for biofuels to meet more than a quarter of the world's demand for transportation fuels by 2050 and reduce the dependence on petroleum and coal. One company hoping to lead this change is GoodFuels. This week our editor Luke Upton spoke to the organisation's CEO Dirk Kronemeijer to find out more about their focus for the year and what that could help change the fuel industry.
Luke Upton (LU): How has your education and previous roles led to your position as CEO of GoodFuels?
Dirk Kronemeijer (DK): I hold a Masters degree in Business Economics and I have completed several executive programmes at INSEAD and IMD.
I started my airline career in London and Amsterdam. I have worked in this industry for twelve years and in my last position I was the Vice President Business Innovation at KLM Royal Dutch Airlines. After that, I started to establish a track record for developing and commercialising sustainable biofuels and gained a lot of experience in this industry. First, I founded a company that became the global market leader in sustainable jet fuel. Later, I wanted to expand to other transport segments for which next generation biofuels are the best and/or only alternative available to decarbonise. Therefore, I founded GoodFuels ( @ ) in 2015 in order to serve the marine and heavy land transport and industrial application. Next to Marine and Road & Rail, GoodFuels has a third important pillar: GoodFuels Innovation – developing unique sustainable fuel IP and feedstock-2-fuel supply chains.
LU: What’s the focus for the business in 2017?
DK: GoodFuels has three main pillars: GoodFuels Marine, GoodFuels Road & Rail and GoodFuels Innovation.
For both GoodFuels Marine as Road & Rail, the main focus is to extend our global distribution so that we can serve more customers. Next to that we have launched the GoodShipping Programme, which enables cargo owners to reduce their sea freight carbon footprint – not by some dull offset programme, but by actually changing the marine fuel mix coming from sea freight. On the innovation side we will launch this year some new marine and industrial fuels that are both truly sustainable and save 85% Carbon and 100% Sulphur versus fossil fuel, whilst also being very competitive on price.
LU: What advice would you give for a company just starting out in the bio-based industry?
DK: Firstly, don’t spend too much time on a business plan from behind your desk. Go out there, learn, and continuously adapt. Only very agile companies can survive and become successful in the bio-based industry. Secondly, the bio-based world is full of technical people that are brilliant in what they do. But this industry also needs better communicators and marketers to explain the uniqueness of the products we make to our end consumers.
LU: What single change would most help the industry grow?
DK: On the shipping side, current international regulations and incentives are only focusing on local emissions (Sulphur and Nitrogen) and the realisation of efficiency improvements. In the current legislation, measures to reduce carbon emissions are lacking for two reasons. The first is because it is often argued that shipping (per tonne cargo) is one of the most efficient ways of transport. And the second reason is that the current options to reduce carbon emissions coming from sea freight are limited. If we consider the efficiency measures currently mandated by the IMO, CO2 emissions coming from the shipping sector are still expected to grow for the coming years.
Marine biofuels offer an easy and feasible alternative for the industry to reduce carbon emissions. It is a ‘drop-in’-fuel, meaning that no adjustments to current vessels or engines are required and the biofuel can be blended with marine gas oil. The shipping industry is one of the most polluting, least regulated and least transparent industries in the world. So I believe the single change that would most help the industry to grow would be the introduction of international regulation in the field of carbon emissions coming from shipping.
LU: Where would you like to see GoodFuels in 5 years’ time?
DK: We are currently working hard to expand GoodFuels internationally. In five years’ time, we want to be the global market leader for sustainable advanced biofuels, both on the land as on the seas and oceans. We dream about becoming the new Shell 2.0, but then the truly sustainable variant.
LU: What’s your favorite sustainable/green product?
DK: GoodFuels unique “drop-in” replacement for the dirtiest fuel in the world: Bio-Heavy Fuel Oil- saving 100% Sulphur and 85% CO2 whilst being price competitive and requiring no engine modification.
Bio-Based World News will bring this 5 minute feature to our readers every week. This will able to put a face to the brand and provide established businesses and new start-ups the crucial advise they need in this industry. If you would like to be interviewed about your own bio-based/sustainable business then please email: firstname.lastname@example.org
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