Hi, I'm John Harvey.
I'm a CMO from the travel industry*. During my spare time I also make biochar!
At work I help corporate clients, aviation fuel producers, airlines, and travel intermediaries, to navigate the voluntary SAF market.
* Former CMO Hogg Robinson Group plc
About
I am not an environmental scientist, sustainability expert, or technical fuel specialist of any kind.
However, I do have extensive knowledge across Corporate Services and business travel, where I started as a travel agent and became an account manager, then leader of client-facing teams, before progressing into more senior management and then Executive Board - where I had responsibility for global sales and marketing across a TMC network of 120+ countries (FTSE 250 company).
I have been following the environmental impact of corporate travel since 2006. There is a blog post here which shares the original story of TravelCarbon.com.
My specific involvement with Sustainable Aviation Fuel began in 2019, while researching alternatives to Carbon Offsets. I became fascinated with the different SAF pathways, production methods, and emission reduction claims, together with the complex structure of sales channels into both traditional and voluntary markets.
During my SAF journey, I have had the privilege to consultant with the partnership team at Neste since 2020 - helping to develop SAF solutions into the corporate market.
Typical client interest always starts with the obvious: Why would a corporate client buy SAF?
And quickly develops into a range of question, for example:
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Who produces, supplies & sells SAF today?
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How is the emission reduction claimed?
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What proof is there the fuel is exclusively ours?
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Where is the fuel delivered to and used?
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When is the emission reduction achieved?
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What are the risks?
And always includes: How much does it cost?
This journey has taken me from the buyer side to the supplier side, and back again. Corporate clients have never had to buy jet fuel before, and fuel producers have never had to sell it to them! The sales channel would normally be direct to airline, or via another fuel supplier. The marketing dynamics are as new and complicated for a fuel seller as the purchasing challenges are for a SAF buyer!
In the middle, we also have airlines. Some have already created SAF programmes, which they attempt to sell through mainstream corporate sales. Others offer individual SAF options which they position alongside offsets at point-of-sale or attempt to market within an ‘environmental’ fare. Few have packaged SAF offers in a way that corporate procurement can easily engage with - and many airlines are unsure what to do next.
Intermediaries have also stepped into the market to protect clients and add value. They may even attempt to package their own SAF solutions. Environmental technology companies will also see revenue opportunities; Advisory firms as well. All potential sellers have the challenge of equipping their client-facing teams with sufficient knowledge and understanding of the SAF market to be able to engage effectively with customers.
Whether you are a corporate client, fuel producer, fuel supplier, airline, travel intermediary, environmental technology provider or consultant. Navigating this market can be complex, involving multiple parties and considerations. As companies venture into this territory, many for the first time, we can offer unbiased advice and executive insight from both a SAF and corporate travel perspective.
The path to fossil free business travel may seem complicated to start, but whatever your situation and objective, we can help provide a clear view of your current position and identify achievable ways forward for you and your company. Please feel able to make contact for a confidential and free initial chat.
TravelCarbon.com The Consultancy for Fossil Free Business Travel