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From left to right: Kim Carnahan, CEO of the Center for Green Market Activation (GMA), Seow Hui Tan, CEO of SAFCo, and Frederick Teo, CEO of GenZero at the Green Fuel Forward announcement during Green Markets Day at New York Climate Week on Tuesday, 22 September 2026. (Photo: GenZero)
Green Fuel Forward (GFF), an initiative launched by GenZero and the World Economic Forum (WEF) in May 2025 to support demand for sustainable aviation fuel (SAF), has expanded its partnership structure and added new members as it moves into its next phase of market development.
GFF shifts focus towards SAF transactions
Announced during Green Markets Day at New York Climate Week on 22 September, the changes will see GFF place greater emphasis on corporate participation in SAF and SAF certificate (SAFc) transactions across Asia.
The Center for Green Market Activation (GMA) and the Singapore Sustainable Aviation Fuel Company (SAFCo) have joined GFF’s Steering Committee, alongside founding member GenZero. The three organisations will work on areas including demand aggregation, procurement and market development.
SAF supply in Asia remains constrained by higher costs compared with conventional jet fuel and limited production capacity. GFF aims to aggregate corporate demand to support investment in additional SAF supply.
SAFc allows companies to support SAF use and account for the associated emission reductions towards climate targets without requiring physical access to the fuel. GFF said it will work with industry, policymakers and standards bodies to support the development of the SAFc market in Asia-Pacific.
Frederick Teo, Chief Executive Officer of GenZero, said corporate demand for SAF certificates could help direct financing towards expanding SAF adoption and production in the region.
“Green Fuel Forward aggregates corporate participation into credible, collective demand large enough to meaningfully support production growth across the region,” Teo said.
Kim Carnahan, Chief Executive Officer of GMA, said book-and-claim systems and demand aggregation could support investment in SAF supply. GMA will also seek to align GFF’s work with existing initiatives, including the Sustainable Aviation Buyers Alliance.
SAFCo Chief Executive Officer Seow Hui Tan said the market infrastructure being developed under Singapore’s SAF policy could also support the development of a voluntary SAF and SAF certificate market in the wider Asia-Pacific region.
As GFF shifts its focus from capacity-building towards procurement and market participation, WEF will hand over the initiative’s secretariat function to the Steering Committee. WEF helped establish the platform and convene stakeholders during its initial phase.
Pedro Gomez, Head of Industry Agenda and Member of the Executive Committee at WEF, said more companies in the region are considering investment and procurement related to SAF.
New members broaden the alliance
GFF has also added Amazon, Bain & Company and Temasek Trust as members, bringing its total membership to 48. Temasek Trust will also provide funding intended to offset procurement costs and support SAF adoption.
GFF members include companies with significant business travel, logistics and air cargo operations, as well as multinational companies seeking to reduce emissions from their Asian value chains.
Despite growing corporate interest, SAF procurement continues to face several challenges. These include uncertainty over how SAF certificate purchases should be reported under the Greenhouse Gas Protocol, limited visibility of regional supply and a lack of dedicated procurement capabilities among some buyers.
GFF said it will provide participating companies with information on SAF procurement, accounting and reporting. It will also offer cost offsets and co-matching support to selected first-time buyers.
Sam Israelit, Chief Sustainability Officer at Bain & Company, said SAF is part of the company’s strategy to reduce emissions from business travel. Bain has previously purchased SAF certificates through the Sustainable Aviation Buyers Alliance and the First Movers Coalition.
Ryan Tan, Head of Planet Collaborative at Temasek Trust, said the organisation will participate in GFF as both a member and a funder, with funding intended to lower the cost of SAF procurement for participating companies.
