Description: Harvest carbon emissions from distributed petroleum products
in afforestation and reforestation projects
Concept: Green Fuel; a marketing based product where gasoline is advertised
as "carbon zero" and careful attention is paid to explaining the
carbon cycle from fuel to trees through billboards, ads, handouts, etc.
Status: not active
Story: This was our first work in reducing carbon dioxide emissions.
CO2 source: 1224 Ml, or 7.2 million barrels of gasoline/diesel
distributed yearly through company wide SS (service station) sales
In the fall of 1990, we approached the president of Shin
Idemitsu with a proposal to harvest all of the carbon dioxide his oil
distribution network handled on 52,000 hectares of tropical forests at
a mere cost increase to the consumer of 0.34 yen per liter.
We thought the planting and sequestration campaign was a
tremendous asset in marketing his brand of fuel, and a great complement to
the corporate image of an energy provider gearing up for the 21st century.
In 1990, competition was minor in the Japan market place. Rather,
this sector was well protected and amazingly price stable. Distributors competed not on price but
on level of service and SS location.
Shin Idemitsu's president,
explained that "green fuel" could upset existing relationships with
others. Almost as if such a campaign might slight their brands.
Alas. The project was later shopped at IPI, BP & Shell with a
In 2003, things are different. Climate change is
a household reality, and because of the Kyoto Protocol, reducing carbon
emissions has become financially attractive. Not only can you save up emission
reduction credits, like an investment, you can also exchange them for cash.
This opens up many areas where CO2 can be neutralized
and the participants rewarded financially. If you'd like to initiate such a
scheme in a commercial application, call us.