Fuel Oil News

Fuel Oil News February 2017

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"When we integrated the fuel pumps into this reward program for Kroger, it was our first foray into retail fuel," Davis says. "I realized that in this commodity-driven segment of fuel, people were competing on price. At the same time, I saw people buying higher margin items in the grocery store that used to be considered commodities, such as milk and bananas, and that used to be price-driven, similar to fuel. I thought it would be interesting if there was a sustain- able fuel program that would allow retailers to present themselves by offering a value- added product to consumers that would allow them to be 'green' before alternative fuel vehicles really took hold in the future." The Zero reduced-emissions retail program was originally launched as a BP program in Atlanta and has since grown exponentially, according to Davis, who says that by the end of 2016, GreenPrint had 10 corporate level partners, who in turn work with 50,000 companies in 12 countries, all utilizing the Zero reduced-emissions fuel program (or a privately branded version) in their product offerings. In 2017 participants expect to do about 500 million gallons, with a "stretch" target of 1 billion gallons. "It is registering with consumers," Davis says. "And our fleet program is growing as we work directly with corporate fleets and directly through wholesalers and suppliers that distrib- ute to their fleet customers." A s D a v i s e x p l a i n s , t h e Z e r o p r o g r a m i s a b o u t s u s t a i n a b i l - ity. "Companies like Google and Microsoft are now going carbon neu- tral and calculating their companies' greenhouse gas footprint and taking steps to neutralize it, and more companies are following suit," Davis says. Here's how it works: GreenPrint measures a fleet's carbon footprint, consults with the fleet owners/operators on the best emission reduction practices, and invests in certified offset proj- ects counterbalancing the fleet's environmental impact. Further, GreenPrint invests additional amounts in local tree planting and greenscape projects. Specifically, on a per gallon of diesel or fuel, GreenPrint calculates carbon emissions and greenhouse gas emissions. Using a proprietary algorithm database, GreenPrint calcu- lates carbon emissions per gallon, p e r l o c a t i o n , p e r v e h i c l e t y p e . GreenPrint then invests in projects such as clean air projects or forestry projects, in partnership with the Arbor Day Foundation. "We help small vehicles fleets, large van lines, and corporate and municipal fleets alike deliver valuable messaging, goodwill, and demon- strate a forward-thinking mindset to their stakeholders and customers. It involves the same fuel, the same pumps, and the same vehicles," Davis says. Based on the Zero program that a fleet uses, GreenPrint provides collateral marketing at the pump, on premises, and online. They also establish marketing initiatives for tele- vision, radio, and print advertising. "We offer a marketing support team—we partner with a client wholesaler or fuel marketer," Davis says. "We create a brand for them, build a web site, help with campaigns, including traditional print, TV, radio cam- paigns. That is critical to its success." For every gallon of fuel a company sells, GreenPrint invests proportionately in a certified carbon offset project neutralizing the carbon emissions that will be emitted as customers drive. "For corporate fleets, there is a cost to do it," Davis says. "We calculate the emissions and the per gallon cost, which can be as little as a quarter of a penny per gallon. The supplier pays us and while some suppliers charge their clients, others BALANCING ACT "WE HELP SMALL VEHICLES FLEETS, LARGE VAN LINES, AND CORPORATE AND MUNICIPAL FLEETS ALIKE DELIVER VALUABLE MESSAGING, GOODWILL, AND DEMONSTRATE A FORWARD-THINKING MINDSET TO THEIR STAKEHOLDERS AND CUSTOMERS." —Pete Davis, co-founder and CEO of GreenPrint 18 FEBRUARY 2017 | FUEL OIL NEWS | www.fueloilnews.com Tree plantings are part of GreenPrint's efforts to counter emissions from burning fuel. PHOTOS COURTESY OF GREENPRINT

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