Next time you refuel, reeFUEL

In 2006 in Townsville, North Queensland, Guy Lane and a business partner created reefUEL biodiesel.

reeFUEL brought top-quality biodiesel - diesel fuel made from grown feedstocks - from Brisbane to Townsville in 40,000 litre, B-Double tankers.

In Townsville, the fuel was retailed to the public through a service station bowser and via an 18,000 litre delivery truck.

Our big white truck had a yellowfin tuna icon on the back, and we delivered to earth moving contractors, trucking companies, and others.

reeFUEL was unique in Australia as the only biodiesel retailer to sell B100 - straight biodiesel. In Australia most biodiesel was sold as B20 a 20% blend with petroleum diesel.

All modern diesel engines could run on biodiesel although engine manufacturers would void warranty if this happend. So vehicles that were three years old and out of warranty were our target market.

We sold biodiesel hand-over-fist at a cheaper rate that petroleum diesel for around 8 months before falling petroleum oil prices and changes to fuel tax legislation made the business uncompetitive.

There were a few die-hards that wanted biodiesel at the higher price, but the big volume consumers were highly-price sensitive.

Guy's role was Executive Director, marketing, sales, and corporate communication.

Guy was successful in getting a lot of earned media from print and TV.

The picture above shows one of reeFUEL clients interviewed by channel 9 TV news. The client ran a fleet of milk delivery trucks. The biodiesel was made in part from tallow, a by product of cattle meat production. So, the press release was titled: Cow Powered Trucks Deliver Milk in Townsville. The media lapped it up!!

While reeFUEL biodiesel was not profitable over that brief spell, it was a huge learning opportunity for myself and others.

One big takeaway for me was that biodiesel had the potential to replace petroleum diesel 100% but it needs to be made from the right feedstock, such as cultivated algae.

Biodiesel ought not be made of foodstocks - such as coconut oil, canola oil and tallow - as was the case for biodiesel.

Guy Lane brings these insights and more to his consulting work through seao2.biz

Get in touch today to discuss your needs: guylane@seao2.biz