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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”