SUSTAERO

The one-sentence summary: The SAF industry needs to score some goals, and SUSTAERO's announcement of its deal with two industry giants was a blast that not only found the back of the net but also potentially tilted the profits to be found on the playing field. News summary: Canadian #SAF producer #SUSTAERO announced a major licensing agreement, partnering with industry heavyweights Sasol and Topsoe. Others are better placed to comment on the technical merits of this relationship. I'll instead look at two key components of the announcement that stand out for all the right reasons from a brand and marketing standpoint. First, SUSTAERO did exactly what far too few SAF producers do (and which I've hammered on in this column): they took their leading, differentiated technology and branded it. Not only that, but the brand, "SOAR," for "Syngas Optimization for Aviation Renewables," is memorable, industry-relevant, and gives the reader some insight into what the technology actually does. But being memorable and descriptive is only the beginning, not the end, of the value being created. Brands that differentiate avoid commoditization. Brands that differentiate therefore capture greater than commodity value. An investment in brand today is an expansion of margin tomorrow. SUSTAERO understands this and is building it into their long-term strategy right out of the gate, rather than the all-too-common "well, we'll figure out our brand later, once we're at commercial scale" approach. Second, SUSTAERO is showing a refreshing degree of confidence without the bombast that has been a calling card in this space. As CEO Keith Gillard said, "Our SOAR architecture is augmented and de-risked by integrating [Sasol's and Topsoe's] G2L technologies." That's worth reading again. The power dynamic has traditionally featured the smaller players positioning themselves as the support to the industry-leading giants. Where that generally leads: the split of the economic pie reflecting disproportionate value accruing to the giant, despite the critical input from the smaller player. SUSTAERO stands that on its head: they're the primary value creator here, with the industry giants Topsoe and Sasol providing the assists. An investment in brand and tilting of the playing field, all at the same time. Well played, SUSTAERO. #Bioeconomy #SAF #BrandStrategy #B2BMarketing #BrandMarketing #SUSTAERO #Topsoe #Sasol Link to announcement: https://lnkd.in/gQ7yPCa5

We’re proud to share that we, together with Sasol, have been selected as technology providers for SUSTAERO’s sustainable aviation fuel project in Canada. ✈️ Under a single point licensing agreement, we will deliver integrated, commercially proven technologies to support production of SAF from abundantly available wood waste. When fully operational, the facility is expected to produce 3,200 barrels per day of SAF, with the potential to expand to three times the initial capacity. We see this as a strong step forward for scaling sustainable aviation fuel production in North America and supporting more diversified energy sources. 🌍 SUSTAERO expects final investment decision in 2028, with operations expected in 2031. Yassir Ghiyati, our Chief Commercial Officer says: “We are proud to partner with SUSTAERO on this important project and to provide the technologies needed to help bring it to life. Sustainable aviation fuel will play a critical role in supporting aviation’s transition to lower-emission fuels, and projects like this demonstrate how proven technologies and strong collaboration can accelerate the commercialization of renewable fuels at scale.” Read more here: https://lnkd.in/eGCBX7DR

📢 🇨🇦 NEXTCHEM, through its subsidiary MyRechemical, has signed a licensing agreement with SUSTAERO GP Inc. in relation to a project for the production of Sustainable Aviation Fuel (SAF) from biomass in Canada. Under the agreement, Nextchem will provide the license for its proprietary NX Circular™ technology for the biomass-to-syngas section of the plant, representing the first step of production. 🔗 https://lnkd.in/eMTSQzVm