4 minutes with… Johan Martinez, Director of Renewable Energy and New Business, Asocaña

January 29, 2015 |

04ebc87Tell us about your company and it’s role in the Advanced Bioeconomy.

Asocaña is the association of Colombian sugarcane growers and sugarcane mills. 5 of the mills have ethanol distilleries that produce all the ethanol needed for the mandatory blend program.

The sustainability of the production is the main goal, including the carbon footprint, regulatory framework and social responsibility.

Tell us about your role and what you are focused on in the next 12 months.

The markets face many challenges for any industry. The competition with the fossil resources will always exist and make pressure to the governments to liberalize markets in favor of traditional fuels, but biofuels require a policy decision for implementation.

My role is to build and collect arguments that support the biofuels policy. I work very close to the government and the producers to harmonize the policy in order to be sustainable in all aspects: environment, economic and social.

What do you feel are the most important milestones the industry must achieve in the next 5 years?  

1 – Reaffirm the RFS2

2 – The implementation of a biofuels program all over China

3 – Commercial scale facilities for new biofuels: Butanol, drop in biofuels

4 – Biomass trade

5 – Extensive manufacturing of FFV in Europe and Asia

If you could snap your fingers and change one thing about the Advanced Bioeconomy, what would you change? 

I will disappear the hidden (and not hidden) subsidies of the industry in order to have a fair competition that will enable international trade.

Of all the reasons that influenced you to join the Advanced Bioeconomy industry, what single reason stands out for you as still being compelling and important to you?  

This world is for our children. We have to act now to leave them some!

Where are you from? 

I was born in Sweden, came to Cali (Colombia) when I was 5 and grew up here. I went to the University in Bogotá and came back to Cali. since then I live here very happy and working with an amazing industry: sugarcane.

What’s the biggest lesson you ever learned during a period of adversity?  

In the periods of adversity, the most important thing I learned is that you have to be firm with your beliefs and your principles. Your beliefs will give you the strength you need to keep pushing and your principles will guide you in the way you should act.

What hobbies do you pursue, away from your work in the industry?  

Scuba Diving! All the effects that we cause in the surface have an impact underwater. Diving gives you conscience that the world isn’t just what you see everyday. If you want to know the 70% of the world you have to dive!

What’s your favorite city or place to visit, for a holiday?  

Sitting on the beach and admiring the sunset in the sea is the most relaxing and romantic things in the world!

Category: Million Minds

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