Green Options

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Rolls Royce and British Airways Announce Joint Research Venture

The aviation industry is facing unprecedented growth in fuel costs and growing pressure to curb emission levels. As a result, research programs, joint ventures, and public-private partnerships have all been launched to come up with new forms of jet fuel. Rolls-Royce and British Airways are the most recent companies to announce a research partnership to study the feasibility of dramatically expanding the use of the alternative fuels.

Jet fuel (kerosene) now ranks as the third-highest petroleum product in demand and its growth rate outpaces that of GDP. Kerosene is the current fuel of choice for jet fuel because It is widely available and can tolerate a wide range of temperatures. The demand for kerosene on the global market has caused its price to double in the last 12 months alone. Growth in demand for kerosene is being driven, in part, by a growing culture of mobility and its transportation fuels byproducts in the rapidly growing economies of Asia, but also because of the added pressure of American military fuel consumption in the Iraq war. As global energy consumption is predicted to grow 50 percent by 2050, the aviation industry is wising-up to the notion that fuel prices are not coming down any time soon.

If you follow the census figures, which up to this point, those in the green field may not have done since green consumers tend to be bound by beliefs rather than income, age or education, you may not be aware of the dramatic changes taking place.

Marketing green once meant seeking out consumers interested in the environment. More recently that niche has grown dramatically and gone mainstream opening up a vast army of potential consumers. At the same time, of course, hundreds, then thousands of companies have come up with green products, resulting in heretofore unseen competition, which means, green marketers now need to be aware of macro trends impacting the United States and evaluate their impact.

But then…you probably already figured that out.

Editor’s note: This post is a lead-in story to the Gas 2.0 interview with Mil Ovan, Senior Vice President and Co-founder of Firefly Energy.

Last week John McCain, the presumptive presidential nominee for the 2008 Republican ticket, suggested that a $300 million government-sponsored competition would be a good way to spur development of next generation battery technologies.

His comments generated debate in the blogosphere and around the United States. Meanwhile, Barack Obama, the presumptive presidential nominee for the Democratic ticket, called McCain’s proposal a gimmick suggesting that $300 million was not enough.

Regardless of my feelings about the proposed competition or the candidates themselves, it got me thinking about just who might win it if it were to become a reality. All that thinking led to this post, and, hopefully, to several others that will look at the most promising next generation battery technologies on the horizon.

This week I’ll start with Firefly Energy.

Editor’s note: This interview is a companion piece to Part I of the Gas 2.0 series about who might win John McCain’s proposed $300 million dollar battery competition if it were to become reality.

Last week John McCain, the presumptive presidential nominee for the 2008 Republican ticket, generated debate by suggesting that a $300 million government- sponsored competition would be a good way to spur development of next generation battery technologies.

His comments got me thinking about just who might win such a competition it if it were to become reality.

Firefly Energy is one of the companies that made it to my short list. Founded in 2003, they have been working on reinvigorating old-hat lead-acid battery technology in such a way that it would become brand new and cutting edge once again.

Firefly’s innovation is that they’ve taken the heavy lead plates you’d find in a classic lead-acid battery and replaced them with a light carbon-graphite microcell foam that’s been impregnated with lead.

I recently had a chance chat with Mil Ovan, Senior Vice President and Co-founder of Firefly, about the company, their take on McCain’s competition, Firefly’s battery technology, environmental worries about lead, the Oasis battery, electric vehicles and the company’s plans for the future.

Hot on the heels of the announcement that Mercedes will produce electric cars, comes the news that fellow German manufacturer Volkswagen plans to produce a test fleet of plug-in hybrid electric cars by 2010.

A few months ago, to much excitement from the automotive press, the company unveiled a diesel-electric Golf but, according to VW chief Martin Winterkorn, “the future belongs to electric cars.” To help in mapping out the road to this electric future, the company have unveiled a plug-in hybrid powertrain, called the Twin-Drive, which will make its first appearance in a Golf kitted out with a 122-horsepower diesel engine, twinned with an 82-horsepower electric motor.

More than 90% of Americans are recycling — but fewer than 5% have taken recommended green actions such as driving less or reducing their utility use, according to a new Harris Poll on green living released today.

The poll — for which The Nature Conservancy provided input and advice — found that 53% of those surveyed have taken steps to green their lives.

But it also found a substantial lack of knowledge about how to go green — and skepticism about

[...]

Plug-in hybrid, all-electric or fuel cell? Car-makers are hedging their bets on what will emerge as the next generation engine technology of choice – now it seems another alternative approach could well be set to enter the mix. Scottish engineering firm Artemis Intelligent Power has tested a hybrid system that it claims can cut carbon emissions by 30%, with the added advantage that it is better suited to inter-urban journeys than conventional hybrids like the Toyota Prius.

In common with other hybrids, the system employs a regenerative braking system that stores energy as the vehicle slows down, and feeds it back into the engine as it accelerates. The key innovation is that instead of storing the energy in a battery, the new system stores it in a hydraulic accumulator.

First Flex-Fuel Plug-in Hybrid Electric Vehicle

As part of a push by the US Department of Energy (DOE) to make plug-in hybrid electric vehicles (PHEVs) cost competitive with other cars by 2014, Ford has delivered a plug-in hybrid electric flex-fuel Escape to the DOE to join its test fleet of other PHEVs currently undergoing research and testing.

The vehicle is equipped with a 10 kilowatt lithium ion battery that can take it up to 30 miles at speeds under 40 mph before needing to fire up its fuel-fed hybrid-electric engine. After that, the hybrid-electric engine kicks in and can deliver a fuel economy of 88 mpg in the city and 50 mpg on the highway when using E85 (85% ethanol/15% gasoline blend).

Once upon a time, buying green products meant looking for a few, well established seals of approval or certification. Energy Star, USDA Certified Organic and the recycled sign were a few of the well recognized logos.

Today consumers are confronted with a myriad of green images. Proprietary green brands abound issued by manufacturers, retailers and trade groups, hoping to cash in on the green movement or clarify their green credentials have created their own versions of “certification”.

Some of this is driven by large corporations’ frustration with the FDA and USDA’s refusal to keep up with the changing landscape and issue new guidelines. Some is driven by an urge to create a “green” standard of their own. Either way, consumers aren’t buying it.

A recent New York Times/CBS poll bears good news for ecopreneurs in the food industry. Fifty-Three percent of consumers said they would not buy genetically modified food. Unfortunately, there’s no way to tell the difference between Frankenfoods and the real thing.

A new CBS News poll found that 87% of consumers would like GMO ingredients to be labeled, just as they are in Europe, Japan and Australia. Yet the U.S. Congress has never even held a vote on the issue, to give shoppers the opportunity to exercise their most basic right - to make a choice.

Once again, labeling decisions made by the FDA and USDA, influenced heavily by big agriculture are keeping consumers from understanding what is in their food. The FDA’s position is: GMOs are the “substantial equivalent” of conventional crops and so does not require “disclosure of genetic engineering techniques…on the label.”

Editor’s note: Is planting trees a valuable tool for fighting climate change? Or is it a feel-good activity without much effect? Our friends at Eco-Libris point to another study which argues tree-planting can work in sequestering carbon dioxide. This post was originally published on Friday, May 16, 2008.

There is an ongoing debate on the effectiveness of trees planting operations as a tool mitigate global warming. A new research from Australia adds more input into it, showing that agroforestry and reforestation are an important carbon sink.

The research, as reported on The Age, was conducted by researchers from Meat & Livestock Australia (MLA), Queensland Climate Change Centre of Excellence, and Queensland Department of Primary Industries & Fisheries. It was presented to an agriculture, greenhouse gases and emissions trading conference on the Gold Coast.

Dr. Beverley Henry from MLA, who presented the research, showed that different forms of land management had a variety of effects on soil carbon. She said, according to the article, that researchers, analysing data from 74 publications on land-use changes, had made several conclusions: