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Brand and communications support to GoodFuels, sustainable marine biofuel leaders

Putting biofuels on the map

The Impact

  • Support for major industry-first announcements including partnerships with IKEA, Norden and CMA CGM
  • Continuous programme of thought leadership to put biofuels ‘on the map’ in marine future fuels discussions


GoodFuels Marine is a Netherlands-based global pioneer in sustainable marine fuels. The company has created a one-stop shop for marine industry customers integrating the entire supply chain for sustainable marine biofuels. From feedstock to tank, GoodFuels Marine’s proposition covers elements of sourcing feedstock and ensuring its 100% sustainability, the production and refining, the global distribution, quality assurance and marketing programs with ports, governments and end clients. 

The Challenge

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 retained remit has seen us support GoodFuels as they lead the agenda on sustainable alternatives to fossil fuels in shipping, build proof that biofuels is a near-term option to decarbonisation, and overall sophisticate how the industry looks not just at alternative fuels, but also at its holistic environmental impact. 

Our Impact

GoodFuels is now a recognised alternative fuels brand within shipping, leading the debate on sustainable marine biofuel and its role in an ever-increasingly fuel mix. This leadership position has seen GoodFuels speak at the highest forums within shipping and become a regular source of industry commentary by leading publications, as interest grows and more shipowners use the company’s biofuels solutions to decarbonise their operations today.

Our Approach

Our work with GoodFuels has predominantly centred on high impact media opportunities and press releases that communicate the company’s partnerships and biofuels trials milestones.  

In recent years, this has expanded in scope to support GoodFuels’ own global expansion, including particular focus on Asia-Pacific and Singapore, ensuring that we reach global stakeholders and shipowners that might be interested in adopting biofuels.  

Our communications activity has also sought to profile GoodFuels’ growing and dynamic team, as well as its efforts to build insetting services within the wider GoodNRG Group portfolio that support holistic aims of industry decarbonisation.  

Throughout, BLUE has placed particular focus on impactful thought leadership strategy designed to clearly lay out biofuels’ position in the marine fuel mix, today and in the future. We have never shied away from challenging the industry to adopt sustainable biofuels, nor about the impact it can have in the immediate term. While other companies focus on the coming decades, our messaging for GoodFuels is focused on what can be achieved in the coming weeks. 

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Integrated brand, creative and communications to help shape a better maritime world

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