Case study

Biomass Heat Works

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Brief

To create, develop and deliver a highly targeted, ongoing public affairs, Government relations, and stakeholder engagement campaign on behalf of the UK’s wood pellet industry to fully position biomass as an integral, low carbon solution within net zero policy (specifically, for rural heat decarbonisation strategy).

Challenge

Rural off-grid buildings are amongst the highest users of fossil fuels for heating with approximately 1.45m UK homes (possibly up to 1.9m) and 200,000 commercial businesses relying on oil, gas and LPG due to property age, type, access to networks, energy efficiency costs and remote and/or challenging location.

Biomass (wood fuel) is proven to be the most suitable, fit-for-purpose, low carbon alternative for rural off-grid areas generating more jobs than any other renewable technology. However, closure of the Renewable Heat Incentive (RHI) in 2021 meant there was no longer an incentive for rural homeowners to keep using sustainable biomass despite the UK’s net zero and climate change ambitions, instead possibly converting back to fossil fuel use. The industry faced a significant risk of collapse and loss of jobs if immediate action was not taken.

Fast forward, and political instability within Government (as well as other external factors outside of the industry’s control) has called for highly proactive activities to navigate a rapidly changing wood pellet market and global energy crisis, growing climate change concerns and a sharp increase in the cost of living.

Strategy

A tactical, highly targeted, stakeholder and strategic communications programme engaging the highest levels of Government to inform, educate, engage and help deliver a dedicated rural off-grid policy supporting biomass for heating within a renewable energy mix, sustaining a successful, circular rural economy (ongoing).

Key Messages

  • Wood pellets are a sustainable source of heat
  • Like gas and oil, wood pellets heat homes and buildings fast – but they are much better for the environment!
  • Wood pellets are the only viable solution for rural off grid properties many of which are hard to heat owing to their age and type of construction.
  • The wood pellet industry generates more jobs than any other renewable technology.

Audiences

  • UK Government (key political figures and departments including Secretaries of State, Department for Energy Security and Net Zero – formerly the Department for Business, Energy and Industrial Strategy, Department for Food, Environment and Rural Affairs, Department for International Trade, HM Treasury)
  • Devolved UK governments (Scottish Parliament, Welsh Government and Northern Ireland Assembly),
  • Cross party MPs (Conservative Party, Labour Party and Liberal Democrats), special advisors, policy makers, parliamentary committees and influencer groups, industry leaders, business groups, associated trade bodies, Environmental groups, regional development agencies, national, international and trade media, and end consumers.

Activities

  • PUBLIC AFFAIRS
  • GOVERNMENT RELATIONS
  • STAKEHOLDER ENGAGEMENT
  • STRATEGIC COMMUNICATIONS
  • PUBLIC RELATIONS
  • CRISIS COMMUNICATIONS
  • MEDIA RELATIONS
  • CREATIVE DESIGN

Case studies

Lynemouth Power

UK Pellet
Council

SCJ Renewables

Lynemouth Power

UK Pellet
Council

SCJ Renewables

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