Dunja Jovanovic: Can you introduce yourself and share your role at World Energy?
LeeAnn Baronett: Of course. My name is LeeAnn Baronett, and I’m the Vice President of Marketing and Communications at World Energy. We are a sustainable aviation fuel (SAF) and biofuels producer.
DJ: Can you tell us more about World Energy's mission and impact?
LB: We began with biodiesel, which evolved into renewable diesel and eventually sustainable aviation fuel. In 2016, we became the world’s first commercial-scale producer of SAF. We’re now exploring other renewable fuels like renewable naphtha and green hydrogen. But what I’m most excited about is our new business model, which brings unexpected customers into the market and delivers SAF as a service (not just a fuel). This model allows companies to address emissions in their supply chains that would otherwise be out of their control. [further explanation here and 2 questions below]
DJ: For those unfamiliar, what exactly are biofuels and renewable fuels, and why are they important?
LB: Biofuels and renewable fuels are made from renewable resources and contain no fossil feedstocks—no crude oil at all. The fuels we produce are "drop-in solutions," meaning they can be used with existing aircraft engines without any modifications. Our SAF, for example, reduces lifecycle carbon emissions by up to 85%. Beyond reducing emissions, these fuels also lead to cleaner air and water by lowering particulate matter and other pollutants.
DJ: You mentioned SAF as a service. Can you explain what that means and why it’s innovative?
LB: We’re giving companies tools to lessen their environmental impact while remaining competitive. Many companies, like Microsoft, have made sincere commitments to reducing their supply chain emissions. However, they don’t control the planes, their goods, or the people who fly on them. Decarbonization as a service allows them to reduce their transport emissions without owning or operating aircraft. We decouple the environmental benefits of SAF from the physical fuel and sell them as separate products—specifically, SAF certificates that companies can purchase to offset their aviation emissions. This is made possible by a digital chain of custody tool called Book & claim.
DJ: Selling a product based on emissions reduction must come with challenges. How do you navigate that?
LB: The nature of SAF certificates is indeed a unique challenge. We’ve drawn inspiration from other renewable energy models like community solar, where people pay for solar energy generated at a farm, even if the electricity they use doesn’t come directly from solar panels. Similarly, our SAF certificates represent emissions reductions, even if the buyer isn’t directly using the fuel. Emissions saved anywhere are emissions saved everywhere. And thanks to the book & claim tool, even though you can’t physically see emissions reductions, you can quantify them and track them and know that what SAF as a service is delivering is very real.
DJ: Do you have a success story that showcases the impact of your work?
LB: Yes, over the past few years, we’ve partnered with 21 companies on SAF certificate deals. Collectively, these companies have purchased three million metric tons of decarbonization via SAF certificates. To put that into perspective, that’s equivalent to nearly nine and a half million passenger trips from JFK to LAX—about six or seven years' worth of flights on that route.
DJ: What trends are shaping the clean energy industry right now?
LB: The idea of decoupling environmental attributes from physical fuel is a major trend. The SAF certificate concept was only developed in 2021 by the World Economic Forum and RMI, a nonprofit I used to work with. We’re seeing increased adoption of this model in other sectors, like maritime shipping and green steel. It’s exciting to watch the ecosystem—registries, standards bodies, auditors—come together to support this model.
DJ: Cost is often a barrier to clean energy. How do you address that?
LB: Our business model helps by creating a virtuous cycle. SAF is more expensive than traditional jet fuel, and airlines operate on thin margins, making it hard for them to bear the cost alone. By separating the environmental benefits from the fuel, we open up a new market of customers—companies committed to sustainability who can afford to pay for those benefits. This shared cost model increases demand, boosts investor confidence, leads to more SAF facilities, increases supply, and eventually lowers prices.
DJ: How do you communicate this unique value proposition to stakeholders?
LB: Educating stakeholders is a huge part of what we do. We’re shifting the focus from transactions to outcomes—specifically, decarbonization. There’s inherent value in cleaner air, water, and land, and consumers are increasingly demanding clean products. We also ensure our system operates with high integrity—transparent, traceable, and verifiable—to prevent double counting and maintain trust.
DJ: How important are partnerships in your work?
LB: Partnerships are crucial. We’ve partnered with over 21 companies to reduce aviation emissions in their value chains. For example, Microsoft is a key partner in addressing emissions from global operations. We also work with companies like DHL and are part of the Sustainable Aviation Buyers Alliance, a collective of companies pooling resources to purchase large quantities of SAF certificates. We supply about two-thirds of the fuel for their deals.
DJ: How do you leverage events like Climate Week for networking and stakeholder engagement?
LB: Events like Climate Week are invaluable. We hosted a session there on our business model and SAF certificates. These gatherings are opportunities to collaborate, share knowledge, and build the ecosystem needed to advance decarbonization. It’s about going far together, not fast alone.
DJ: For companies just starting to market their sustainability initiatives, what advice would you give?
LB: Hire strong communicators who can translate complex topics into accessible language. Your marketing team should be as knowledgeable as your technical team. Also, focus on providing value to your audience. Meet people where they are, address their challenges, and engage them with useful, relevant content. Thought leadership and education are key.
DJ: As we wrap up, what excites you most about the future of decarbonization and clean energy?
LB: I’m excited to see our business model gain traction and expand to other sectors like green steel. At World Energy, we’re producing more SAF than ever before, with lower carbon intensity scores, which means greater decarbonization with less fuel. I’m also looking forward to growing our partnerships and continuing to lead in this space.
DJ: Are there any emerging technologies or industry shifts you think will be transformative soon?
LB: I believe the shift toward outcome-based thinking—using your dollar to achieve decarbonization outcomes rather than just transactions—will be transformative. I’m particularly excited about applying this model to sectors like green steel, where consumers can directly support clean manufacturing through their purchases.
