Twelve, the innovative company focused on carbon transformation, has announced the launch of its groundbreaking ‘Fuel for the Long Haul’ brand campaign. This campaign introduces a revolutionary technology and the company’s first market offering, E-Jet® Sustainable Aviation Fuel (SAF). E-Jet® is an e-SAF, a fuel derived from CO2, water, and renewable energy sources, resulting in lifecycle emissions up to 90% lower than conventional jet fuel. Compared to other SAF options, e-SAFs use up to 1,000 times less water and 30 times less land.
The ‘Fuel for the Long Haul’ campaign marks a significant step in promoting sustainability in aviation by showcasing E-Jet® SAF as a bold new standard. The campaign will be featured in various channels including out-of-home advertising, print, digital media, installations, and through online and in-person events. These efforts aim to educate and engage industry leaders and travelers in discussions about sustainable aviation.
Established in 2015, Twelve has emerged as a leader in climate technology, striving to create a fossil-free future through carbon transformation and electrochemistry. The upcoming launch of E-Jet® SAF underscores Twelve’s commitment to this vision. The company has formed key partnerships with industry leaders such as International Airlines Group (IAG), British Airways, Alaska Airlines, Microsoft, Shopify, SABA, Boston Consulting Group, and Etihad Airways. These collaborations, along with numerous accolades and industry recognitions including winning the World Economic Forum and UpLink Sustainable Aviation Challenge (2024), being named one of MIT’s 15 Climate Tech Companies to Watch (2023), and recognized in TIME’s Best Inventions (2022), underscore Twelve’s significant impact and credibility in the field.
“We have a roadmap to achieve net zero by 2050 including a target to fly with 10% Sustainable Aviation Fuel by 2030,” said Luis Gallego, CEO of IAG. “The shortage of sustainable fuel globally continues to be a problem for our industry although innovative companies like Twelve are an important part of the solution.”
This year, global aviation is expected to consume nearly 100 billion gallons of fuel, leading to the emission of nearly 1 billion tons of CO2. With a growing global emphasis on emission reduction, the U.S. and E.U. have set ambitious targets for Sustainable Aviation Fuel (SAF) production and use. The landmark 2022 Inflation Reduction Act, along with subsequent state laws and the E.U.’s own SAF mandate, demonstrate strong market demand and regulatory backing for the industry. While SAF is crucial for decarbonizing aviation, E-Jet® stands out by offering up to 90% lower lifecycle emissions, highlighting the varying impact of different SAF options on decarbonization efforts.
“Aviation sits at the center of the global supply chain and holds the power to connect each of us with our customers and loved ones,” said Nicholas Flanders, CEO and Co-Founder of Twelve. “Innovation, connection, and education are at the heart of the ‘Fuel for the Long Haul’ campaign and E-Jet ® fuel represents more than just a product. It symbolizes our larger commitment to creating a fossil-free future made possible by the incredible potential of carbon transformation technology. This campaign is about celebrating our milestones and, more urgently, rallying industry to join us in this critical mission.”
Twelve welcomes industry stakeholders and travelers to join the sustainable aviation movement by learning about this innovative technology.
