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Firms join WEF, GenZero Asia-Pacific SAF initiative

  • Spanish Market: Biofuels, Emissions
  • 23/09/26

The Singapore Sustainable Aviation Fuel Company (SAFCo) and US-based non-profit Center for Green Market Activation (GMA) have joined Singaporean investment platform GenZero on the steering committee of the Green Fuel Forward (GFF) initiative.

The GFF initiative was jointly launched by the World Economic Forum and GenZero last May, and aims to scale corporate demand for sustainable aviation fuel (SAF) in Asia-Pacific. GenZero will continue to lead this initiative alongside GMA and SAFCo from 1 October.

The company additions were announced on 22 September as part of the ongoing New York Climate Week, and marks GFF's shift from building SAF awareness and procurement readiness to facilitating more corporate participation in Asian SAF and SAF certificate (SAFc) transactions, according to a joint press release.

SAFcs enable companies to provide demand signals at scale and claim associated emission reductions towards their climate targets, even where there is no or limited access to physical SAF. GFF will work with industry, policymakers and standards bodies to establish a trusted framework for corporate engagement, to support the development of a robust Asia-Pacific SAFc market, it said.

GMA's chief executive Kim Carnahan expressed interest in bringing their book-and-claim model to Asia to scale SAF uptake, while ensuring it complements existing global initiatives like the Sustainable Aviation Buyers Alliance.

US technology giant Amazon, management consulting firm Bain & Company, and Singapore's Temasek Holdings' philanthropic arm Temasek Trust have also joined the GFF initiative, bringing its total membership to 48. Temasek Trust will provide funding to offset SAF procurement costs as well. The organisation did not reply to Argus' queries by the time of publication regarding funding amount, or a start date.

GFF's members span three key groups: companies with a significant business-travel footprint, those with substantial logistics and air-cargo operations, and international corporations looking to decarbonise their value chains in Asia.

Corporate interest in SAF is growing, but buyers still face practical barriers to procurement. Questions remain around how SAFc purchases can be reported under international standard Greenhouse Gas Protocol, while buyers may also have limited visibility on credible regional supply and lack dedicated in-house procurement capabilities.

Through GFF, participating companies can better understand the SAF market, explore credible procurement pathways, and stay updated on accounting and reporting mechanisms for SAFcs. Cost offsets and co-matching for select first-time buyers can also help lower cost barriers and support early participation.


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