Download GREEN OIL COMPANY - 2007 OBP Program Review

Presentation at the
“Bio-diesel and Other
Technologies”
Peer Review Conference
August 15-15, 2007
Denver West Marriott Hotel,
Golden CO
By: Ira N. Pierce, P.E.,
Project Investigator
([email protected])
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”
815//2007
WHO ARE WE?
We’re The Green Oil Company (GOCO)
Founded in 1991 in Blue Bell PA
Established as a leader in the design, research,
development, production, sales & marketing of
bio-products.
©1992-2007 The Green Oil
Company Inc.
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”
:
• Green Oil Company toll-blends canola-based products in
limited quantity in Cleveland, Ohio
• The list of customers of Green Oil’s bio-hydraulic and bio-chain
saw oils include:
GREEN OIL COMPANY “Benign By Design”
COMPANY HISTORY:
• Beginning in 2005, GOCO redirected its efforts from a
pilot operation that tested product viability, efficacy, and
the markets for bio-lubricants, because……..
• We proved, over 17 years, that they worked well and are
saleable, even at an advanced price. HOWEVER:
• Compared with similar petroleum products, we have not
yet satisfied the need for these products to be:
•
- Cost-competitive; and
- Readily available
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”
OUR DOE PROJECT:
– Green Oil Company’s project is a $1,365,000 study
– To develop reliable metrics for canola based automotive
lubricants
- Objective: To meet the ‘Preferable Procurement’
requirements of Section 9002 of the 2002 Farm Bill:
Competitive price,
Readily availability and
Equivalent performance
– DOE Project scheduled for completion in late 2007
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”
Project is in Two Parts:
•
“Uptake” Measure of industry’s ability to manufacture
bio-products.
“Off-take” Measure of industry’s desire to adopt
them.
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”
UPTAKE:
Core questions
What is the maximum potential for
canola/rapeseed on the eastern seaboard?
What is the optimal mix between
canola/rapeseed and other crops?
What are the economic tradeoffs for farmers
when making cropping decisions?
What is the feasibility of planting multiple acres;
with 1/3 production in fall planted varieties?
Company Inc.
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”
UPTAKE: Core Questions
(Continued)
•
What are the seed costs; availability; time frames?
•
What are the significant differences in yield, by area?
•
Which regions are capable of spring planted rape
canola/rapeseed?
•
Are certain areas winter planted areas, but requiring spring
planted seeds?
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”
OFF-TAKE:
• Explores key decision makers’ attitudes;
• How they assess this new technology.
• Focus: On critical aspects of product performance, price, and
availability.
• Setting: Within the context of their work place environments.
• Purpose: Practical test -- Will these new products be adopted
by American industry?
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”
OFF-TAKE: (continued)
•
METHODOLOGY:
Triad Sessions -- In each of three (3) markets.
Triads = Groups of three (3) key decision makers; Each group recruited
from within the same organization
* Three early adopter sessions + ** Three potential adopter sessions
= Six Companies / Market area.
* Already actively using bio-products.
** Had recent discussions about them, but are holding back for one reason or another
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”
OFF-TAKE (continued)
Using Established Attitudinal Techniques
Research Centered on Triad Methodology:
•
Identify and understand attitudes and perceptions
•
Relate them to new products performance from the industry
decision makers perspective
GREEN OIL COMPANY “Benign By Design”
“A Homegrown Solution”