Green Fuel Forward Expands SAF Alliance in Asia

Green Fuel Forward has expanded its steering committee and added Amazon, Bain & Company, and Temasek Trust to its industry alliance supporting sustainable aviation fuel adoption in Asia. The initiative, founded by GenZero and the World Economic Forum in May 2025, now has 48 members. The Center for Green Market Activation and Singapore Sustainable Aviation Fuel Company have joined GenZero on the steering committee. The announcement was made at Green Markets Day during New York Climate Week, marking a shift toward supporting corporate procurement of sustainable aviation fuel and SAF certificates across Asia.

Expanded Steering Committee

The expanded steering committee brings together investment, demand aggregation, procurement, and market development capabilities as Green Fuel Forward seeks to turn corporate interest in sustainable aviation fuel, known as SAF, into credible demand. The initiative is focused on Asia-Pacific, where aviation growth is expected to continue and SAF production capacity remains in development.

SAF certificates, or SAFc, allow companies to support the use of SAF and claim associated emission reductions toward climate targets even where physical fuel access is limited. Green Fuel Forward plans to work with industry, policymakers, and standards bodies on a framework for corporate engagement in the regional SAF certificate market.

Frederick Teo, Chief Executive Officer at GenZero, said:

“Given the growth of aviation in the Asia-Pacific, the region has a critical role in decarbonising aviation globally. There is tremendous potential to develop technologies in SAF, source feedstock, build production capacity and drive adoption. Corporate ambition to address air travel emissions can direct financing into scaling SAF adoption through the purchase of SAF certificates. Green Fuel Forward aggregates corporate participation into credible, collective demand large enough to meaningfully support production growth across the region. The expertise that GMA and SAFCo bring in demand aggregation, procurement, and market development strengthens Green Fuel Forward’s broad membership base to translate corporate readiness into concerted market action.”

Kim Carnahan, Chief Executive Officer at Center for Green Market Activation, said:

“We know that book and claim and demand aggregation can drive new investment and grow the supply of high-integrity SAF. We are thrilled to be joining the Green Fuel Forward SteerCo to bring this model to Asia, ensure it complements existing global initiatives like the Sustainable Aviation Buyers Alliance, and steer it toward real-world contracting that scales SAF uptake in one of the fastest growing aviation markets in the world.”

From Awareness To Procurement

Green Fuel Forward is moving from capacity-building and market awareness toward more structured procurement opportunities. It aims to connect buyers, market intermediaries, and suppliers while helping companies assess procurement pathways and reporting considerations for SAF certificates.

The World Economic Forum will hand over the initiative’s secretariat function to the steering committee. During Green Fuel Forward’s formative year, the Forum helped shape the platform, convene stakeholders, and develop understanding of the SAF market.

Pedro Gomez, Head, Industry Agenda, Member of the Executive Committee at World Economic Forum, said:

“With GenZero and dozens of private sector companies, we launched Green Fuel Forward to spark interest in SAF in the Asia-Pacific region. One and a half years later, this collective effort has shown that the local SAF market is maturing fast, and more corporates are planning to take pragmatic action and invest in the sector. The World Economic Forum looks forward to seeing this momentum transform into credible demand as GenZero and the new SteerCo take over the strategic leadership of the campaign, bringing experience from transactions that can really scale the impact of Green Fuel Forward in the coming years.”

New Members Broaden Buyer Base

Amazon, Bain & Company, and Temasek Trust have joined the alliance, which includes companies with business travel footprints, logistics and air-cargo operations, and value chains in Asia. Temasek Trust will also act as a catalytic contributor, providing funding intended to offset procurement costs and support SAF adoption.

Green Fuel Forward said participating businesses can gain a clearer view of regional SAF supply, procurement options, and accounting and reporting considerations. Cost offsets and co-matching for selected first-time buyers are also intended to reduce barriers to early participation.

Sam Israelit, Chief Sustainability Officer at Bain & Company, said:

“Business travel is the largest share of Bain’s carbon footprint, and sustainable aviation fuel is central to our science-based path to net zero. Having been among the first corporate buyers of SAF certificates through the Sustainable Aviation Buyers Alliance and the First Movers Coalition, joining Green Fuel Forward is a natural next step: it brings that commitment to Asia-Pacific, where aviation’s growth - and the opportunity to decarbonise it - is greatest. We look forward to helping build the credible, aggregated demand that will catalyse new SAF supply across the region.”

Building Regional Market Confidence

The initiative’s next phase centers on stronger demand signals for SAF, which it says can support investment in new production and help address the price premium over conventional jet fuel. With a broader buyer base and new steering committee members, Green Fuel Forward is positioning its alliance to support more active corporate participation in the Asia-Pacific SAF market.

Seow Hui Tan, Chief Executive Officer at Singapore Sustainable Aviation Fuel Company, said:

“As Asia-Pacific’s aviation sector continues to grow, the region has a unique opportunity to lead the next phase of sustainable aviation growth. Singapore’s early leadership in advancing SAF policy demonstrates how practical regulations, trusted governance, and market-based mechanisms can accelerate SAF adoption while maintaining environmental integrity. Beyond supporting Singapore’s national SAF ambitions, SAFCo’s expertise, processes, systems, and market infrastructure being developed through the SAF policy can help lay the foundations for a credible and scalable voluntary SAF and SAF certificate market across Asia-Pacific. Through Green Fuel Forward, we look forward to working with partners to strengthen corporate participation, build market confidence, and accelerate the development of a trusted regional SAF ecosystem.”