Supporting a future marine fuel supplier from start-up to scale-up

Client: GoodFuels

Supporting a future marine fuel supplier from start-up to scale-up


BLUE was appointed by sustainable marine biofuels supplier GoodFuels from when they were founded in September 2015. Our relationship kicked off when BLUE supported a consortium of likeminded companies, including GoodFuels, with the announcement to the market that they were working to pioneer biofuels as a low carbon fuel solution in shipping. Our consistent, retained remit spanning seven years has seen us support GoodFuels to communicate the successful and rapidly mounting uptake of biofuel as a sustainable fuel solution, positioning the company right at the heart of the decarbonisation debate in shipping.


In a sometimes-conservative industry, there is a high burden of proof required to make sure owners, operators and charterers feel confident in making an investment in speculative and novel solutions. GoodFuels had a similar challenge with its biofuel, particularly at launch – some four or five years ahead of the curve with respect to the marine future fuel transition. To that effect, communications objectives have centred on holistic brand-building for not only the company, but also for biofuel as a fuel solution; genuinely trying to ‘move the dial’ and build confidence in the low carbon fuel as a solution for today, not just tomorrow.


Our long-term retained relationship with GoodFuels has predominantly centred on high impact media opportunities and ‘squeezing the asset’ as GoodFuels have been able to trial their fuel with major brand shipowners, operators, and charterers. BLUE has placed particular focus on impactful thought leadership designed to clearly lay out out biofuels’ position in the marine fuel mix, today and in the future. Collectively with GoodFuels, our messaging has not been shy about challenging the industry to trial and adopt the fuel at scale.


Today, GoodFuels is an extremely well-developed future fuels supplier with a recognised market leading brand in the biofuels space. Their established brand and proactive style of communication, propelled by BLUE’s strategic counsel and tactical execution, has directly contributed to not only the company’s success, but also the continued awareness of sustainable marine biofuel as a key decarbonisation tool at shipping’s disposal.