Alternative Energy Production

Green EnergyJan-Harm SteenkampMari Yl-UotilaSabrina RehnerPauline MalguthFrank TeeuwssenEvgeniya Solodchenko

Target groupOperating in the energy market of Finlandtarget group in Finland: called LOHAS (lifestyle of health and sustainability)naturesustainabilityorganic foodhigher income (more than average)

Current situation for FinlandFossil fuelsNuclear 2 Power station , 4 reactors , fifth to be implemented 2012Loviisa plant, Olkiluoto plantSweden (40%), Russia( 18%) , Germany (2%) and other (40%)PeatThere are 6 Peat energy stations Jyvskyln Energia, Etel-Pohjanmaan Voima Oy etcNo importsNot accepted by international unionsCoal13 coal power plants in Finland. Pohjolan Voima,Fortum,Helsingin EnergiaandRautaruukki.Russia(7.3%), USA(6.6%), Canada (5.9%)PetroleumNeste Oilis the soleoil refinerRussia(64%), Norway(11%), Denmark(11%) Natural gasGasumis the Finnish importer and sellerRussia(100%)

Alternative Energy ProductionSolar energyHydro energyWind energyBiomass Waste fuels

Renewable 33 %Carbon dioxide free 64 %Biomass: woodGasification: burning waste material4Pros and ConsPROSReduces CO2 emissions and air pollutionLess usage of fossil fuelsNot limitedNo dependency on other countriesTax incentives from the governmentIntegration into the landscapeCONSExpensive installationExpensive maintenanceCan destroy the aesthetic landscapeNot as efficient as non-renewable energy sourcesNo strong lobbying

Pollution: Sulfur 5Green alternatives producersCompaniesPyry Energy Ltd.Helsinki EnergyMotiva OyVapo OyWinWinD OyLahti EnergiaEnergy Consumption

Changes in Energy Supply

Import/Export

Role of green lablesAdapt procedures and characteristics to ensure that the additional value is maintainedPurchased electricity is not only based on renewables but is also measured against additional and credible sustainability criteriaIdentify and assess the electrical energy available on the market and thereby facilitate their buying decision

Green labelsEKOenergy Finnish ecolabel for energyManaged by the Finnish Association for Nature Conservation (FANC)Objectives:To increase the sustainability of energy consumption To improve public awareness of the environmental impact of energy productionCompanies can apply for permission to use the labelFANC sets also sustainability criteria for renewable energy sources

What do consumers want?Sustainable advertisement is still too rational with facts

Finnish energysustainable energy produced in FinlandIncreasing Finnish employment rateSave the Finnish natureSave moneyLeast effort

Emphasizing on emotions: Support the image with effective images and messages

SloganCut your homes carbon footprint one way to count your energy useIts easy to switch to green energyInvestment for the future Together we build a greener Finland Together we can protect the environment of FinlandGood for nature + good for economics = good for YOU

SWOTStrengthsDiversifies the energy suppliersReduces CO2 emissionsFree to useRenewable energy is unlimitedStimulates economySelf-sustainingNon pollutingSupported by government of Finland investment support, tax break, tax incentivesIntegration into the landscape

WeaknessesExpensive installationExpensive maintenanceCan destroy the aesthetic landscapeNot as efficient as non-renewable energy sourcesNo strong lobbying (word of mouth)

SWOTOpportunitiesCreates more jobs in FinlandFossil fuel is ending and getting more expensive chance!

ThreatsGreen washingGreen marketing is deceptively used to promote Possibility to find more fossil fuelResistance to change

Possibilities Make your own energyFor example buy your sunpanelsCheaper for customer sunpanel-mortageCustomer Service: Give people ideas/tips how they can be more sustainableCarpoolingStatistics/facts about their current lifestyle comparing the green lifestyle Extra service: Green Man Costumers can hire an expertExample Lahti Energy Lahti Energy takes a step in the right directionSince 1998 Lahti Energy has gasified over 1.2 million tons of wasteNew gasification power plant (160MW)

Gasification from Waste

Example Lahti Energy Gasification power plantInvestment with high global interestHigh efficiency power generation+ 40% electricity productionInnovations in the whole waste management chainTechnology developed in Finland

Fuel power 2x80MWAnnual usage of 250 000 tons of waste50MW of electricity90MW of district heatOverall efficiency as high as 89%Example Lahti EnergyBenefitsMost energy efficient way to utilize wasteInvestment cost lowerSubstitutes fossil fuelsReduces CO2 emissionsIntegrated material and energy recovery up to 100% higher than present practices

Proof of sustainability

Questions