Green Fuel Forward, a sustainable aviation fuel initiative launched by GenZero and the World Economic Forum in 2025, has expanded its steering committee as it shifts focus toward boosting corporate demand for SAF and SAF certificates across Asia, the Center for Green Market Activation said in a statement on Wednesday.
The Center for Green Market Activation, a US-based nonprofit, and the Singapore Sustainable Aviation Fuel Company have joined GFF's steering committee alongside founding member GenZero, adding expertise in investment, demand aggregation, procurement and market development. In its initial phase, GFF focused on building market awareness and procurement readiness. It will now seek to translate growing corporate interest in SAF into more market activity and stronger demand signals, the statement said.
Increasing demand is a key challenge for aviation decarbonization in Asia, where air travel is expected to grow while SAF production remains limited. New production capacity is still being developed, and SAF typically costs more than conventional jet fuel. GFF said stronger corporate demand could support investment in new SAF production and help reduce adoption costs.
The initiative also plans to support development of a SAF certificate market across the Asia-Pacific region. Certificates can allow companies to support SAF use and claim associated emissions reductions toward climate targets when they do not have direct access to physical SAF.
GFF said it will work with industry, policymakers and standards bodies to develop a framework for corporate engagement and facilitate broader participation in SAF certificate transactions.