Biomass Thermal Perception

Biomass Thermal Public PerceptionIdentifying Sentiment, Overcoming Challenges

This Webinar is brought to you by:

Biomass Thermal Energy Council (BTEC)

With the generous support of the U.S. Forest Service

Wood Education Resource Center

1 PM ET, August 30, 2011

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“The work upon which this publication is based was funded in whole or in part through a grant awarded by the Wood Education and Resource Center, Northeastern Area State and Private Forestry, U.S. Forest Service. This institution is an equal

opportunity provider.”

Biomass Thermal Perception

I. Introduction - Seymour

Joseph Seymour - Moderator

Executive Director- Biomass Thermal Energy Council (BTEC)

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Biomass Thermal Perception

I. Quick Notes - Seymour

Quick NotesTwo Audio Options: Streaming Audio and Dial-In.1. Streaming Audio/Computer Speakers (Default)2. Dial-In: Use the Audio Panel (right side of screen)

to see dial-in instructions. Call-in separately from your telephone.

Ask questions using the Questions Panel on the right side of your screen.

The recording of the webinar and the slides will be available after the event. Registrants will be

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gnotified by email.

Biomass Thermal Perception

I. Event Introduction - Seymour

Speakers

Richard Plate,Post-Doctoral Researcher, University of Florida

Honey Rand, Principal, Environmental PR Group

Eric Kingsley Vi P id t I ti N t l Eric Kingsley, Vice-President, Innovative Natural Resource Solutions

Joseph Seymour, Executive Director, BTEC

Moderator

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Biomass Thermal Perception

I. Event Introduction - Seymour

Presentation OutlineI. Introduction – Joe SeymourII. Biomass Public Perception– Richard PlateIII Influencing Factors Honey RandIII. Influencing Factors – Honey RandIV. Project Case Studies– Eric KingsleyV. Q & A, Next Events – Joe Seymour

[Full presentation will be available online, www.biomassthermal.org/resource/webinars.asp]

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Biomass Thermal Perception

I. Introducing BTEC - Seymour

About BTEC – Mission & CompositionThe Biomass Thermal Energy Council (BTEC) is a nonprofit association dedicated to advancing the use of biomass for heatand other thermal energy applications.

BTEC engages in research, education, and public advocacy for the fast growing biomass thermal energy industry.

Formed in January 2009 by eight companies, BTEC currently has 85+ members from 34 U.S. states, Canada, and Austria

Includes landowners, handling equipment manufacturers, fuel refiners, appliance manufacturers, project developers, investment companies nonprofits universities associations and otherscompanies, nonprofits, universities, associations, and others

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Biomass Thermal Perception

I. Introducing BTEC - Seymour

BTEC MembershipAbundant Power Froling Energy Public Policy VirginiaACT Bioenergy Fröling GmbH Rainforest AllianceAlliance for Green Heat Fuel Pellet Technologies Ray Albrecht/The Fulton CompaniesAlternative Energy Solutions International, Inc. FutureMetrics Renewable Energy ResourcesAmerican Agriculture Movement Gavilon Group Resource Professionals GroupAmerican Wood Fibers Green Clean Heat Sandri CompaniesAmerican Wood Fibers Green Clean Heat Sandri CompaniesAPEX Indeck Ladysmith Santa Energy CorporationBear Mountain Forest Products Innovative Natural Resource Solutions Sewall CompanyBeaver Wood Energy International Renewable Energy Technology Institute Skanden EnergyBiomass Combustion Systems International WoodFuels State of Montana Department of Natural Resources and Conservation

Biomass Commodities Corporation Jesse E. Lyman Pellets State University of New YorkBiomass Energy Resource Center Krieg DeVault Tarm BiomassBiomass Energy Resource Center Krieg DeVault Tarm BiomassBiomass Energy Works Lignetics of Virginia Twin Ports TestingBionera Resources Inc. Maine Energy Systems Vapor Locomotive CompanyBiowood Energy Maine Pellet Fuels Association VecoplanChip Energy Marth Vermont Wood PelletClean Power Development Missouri Corn Growers Association ViessmannComact Equipment Montana Community Development Corporation West Oregon Wood ProductsComact Equipment Montana Community Development Corporation West Oregon Wood ProductsConfluence Energy National Network of Forest Practitioners Western Ag EnterprisesContinental Biomass Industries New England Wood Pellet Westervelt Renewable EnergyControl Labs Northeast Mill Services Wilson Engineering ServicesCorinth Wood Pellet Oregon Forest Industries Council Wisconsin Energy Conservation CorporationCousineau Forest Products PA Pellets WoodFuels Virginia LLCDejno's Pellet Technology USA Woodmaster

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Dejno s Pellet Technology USA WoodmasterEcostrat Pelletco WoodPellets.comEnviva LP Plum Creek Zilkha Biomass EnergyErnst Biomass Pratt & Whitney Power Systems ‐ TurbodenForest Energy Corporation Proe Power Systems

Biomass Thermal Perception

I. Sponsoring Entity - Seymour

Project made possible by the USDA FS WERCBTEC awarded a grant from the USDA Forest Service’s Wood Education and Resource Center (WERC) in June 2010 to advance education and outreach on biomass thermal energy

The Center's mission is to work with the forest products industry toward sustainable forest products production for the eastern hardwood forest region.

Previous webinars available at: www.biomassthermal.org/resource.

All questions and attendee feedback will help form future activities.

Remember to answer the survey at the webinar’s conclusion!

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Biomass Thermal Perception

II. Public Perception - Plate

Richard Plate, PhDPost-Doctoral Researcher, University of Florida

Biomass Public Perception

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Richard PlateUniversity of Florida

Public support can keep projects alivePublic opposition can kill a proposal

“one of the major obstacles to promoting biomass energy” (Upreti 2004)

"promising biomass energy projects…have been delayed, modified or failed due to various non-ytechnical issues [including] insufficient perception and acceptance" (Rosch & Kaltschmitt, 1999).

Farhar 1999, US Dept of Energy

Farhar 1999 US Dept of EnergyFarhar 1999, US Dept of Energy

Lack of Familiarity with TopicBiomassBiomassBasic knowledge of energy production

12% of Americans can pass a quiz on energyp q gy

(National Environmental Education and Training Foundation 2002)

Reliance on emotion and pre-conceived ideas

(National Environmental Education and Training Foundation 2002)

Reliance on emotion and pre conceived ideas

1517 residents of single-family and mobile homes in Alachua County FL in mobile homes in Alachua County, FL in fall 2006, 19.6% response rate

22 Questions22 Questions(1) Awareness and knowledge(2) General impressions( ) p(3) Misconceptions(4) Trust(5) Community participation(6) Demographic questions

54% “Not at all” knowledgeable about using d f wood for energy

5% “Very knowledgeable”

How important are the following potential negative aspects that people havep g p g p p passociated with converting wood-to-energy? (1=Not at all important; 5=Very important)

How important are the following potential positive aspects that people have p g p p p p passociated with converting wood to biomass? (!=Not at all important; 5=Very important)

How supportive would you be of the following sources for biomass?How supportive would you be of the following sources for biomass?(1=Not at all supportive; 4=Highly supportive)

Maintaining natural areasIf i t d If we are going to use wood for energy, it is most important that we manage th f t t i bl f the forest sustainably for wildlife, water quality, and wood production (3.71).

Waste notAs long as waste wood is being burned we should being burned, we should collect it and use the energy (3.27).

(1=Strongly disagree; 4=Strongly agree)

Climate change—difference Climate change difference between fossil fuels and woodLand Use

Sustainable forestry practicesRelationship between land use and forest product markets

Air qualityEmissions from biomass-to-energy processDistinction from fireplacesDistinction from fireplaces

Energy pricesEnergy pricesComparison to other alternatives

Limits of conservationLimits of conservationFeasibility of other alternative energy sources

How much do you trust in the following sources to provide accurate information b t ti bi t about converting biomass to energy.

(1=Not at all; 3=Very much)

Farhar, B. (1999). Willingness to pay for electricity from renewable resources: a review of utility market research. National Renewable Energy Laboratory, U.S. Department of Energy. 20 p.

R h C & K lt h itt M (1999) E f bi D Rosch, C., & Kaltschmitt, M. (1999). Energy from biomass: Do non-technical barriers prevent an increased use? Biomass and Bioenergy 16, 347-356.

Upreti, B. R. (2004). Conflict over biomass energy development in the United Kingdom: Some observations and lessons from England and Wales. Energy Policy 32, 785-800.

Biomass Thermal Financing

III. Influencing Factors– Rand

Honey Rand

President, Environmental PR Group

Influencing Factorsg

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Power Up the People(i d )(in a good way)

Prepared by Honey Rand, Ph.D., APR

813.948.6400

G i i P bli S t fGaining Public Support for Biomass is…

Like Facebook “Relationships”It’s complicated

P &W tPower & Water 

P & P lPower & People

P l Pi dPeople are Pissed.PowerPower

Education

TrafficWater

Unemployment

The lack of leadershipTaxes

Traffic

UnemploymentThe cost of living

Wall Street

The debt ceiling Healthcare

The lack of healthcareThe lack of healthcare

A d YOU h j tAnd YOU have a project…

The Harvard/MIT program on dealingThe Harvard/MIT program on dealingwith an angry public suggests…

…Do what you can to get them to not be angry

Good Luck with Th t!That!

YES NOYES NO

C ti T l 1Cautionary Tale 1• One Biomass Florida plant• One Biomass Florida plant

T l 1Tale 1

C ti T l 2Cautionary Tale 2

O d f ltOur default

• Prove the public has not or will not be affected by what we’ve done

• Try to allay the public’s fears. Prove that what we’re doing is is NOT risky or harmful.

• Downplay our differences or develop our own advocacy group.y g p

T diti SNGTradition v. SNG• Hire a lobbyist • Acknowledge• Hire a lobbyist• Hire a PR firm

• Acknowledge feelings and fearsC id j i• Square off with 

experts at 50 paces• Consider joint fact‐finding

• Deny risk• Deny liability

• Meet with opponentsDeny liability

• Let the lawyers lead • Commit to somethingg

P l hPeople have power• Power of information/knowledge• Power of information/knowledge• Power of principle• Power of coalition• Power of commitment• Power of good working relationships• Power of a good idea• Power of a good idea• Power to execute a good                              “ lk ”“walk away”

B t it’ li t dBut, it’s complicated….• Who is married?• Who is married?• The most costly and difficult 

i i h ll i hcommunication challenge is to change an adult human’s mind.

• The public doesn’t want more risk and don’t believe they will benefit.

• Advocacy exploit the issue for fund‐raisingg

• Media 

E j t i diff tEvery project is different.• Take the initiative don’t wait until you’re• Take the initiative, don t wait until you re on the defensiveGi l d h• Give people a reason to do what you want them to do

• Emphasize outcomes and be willing to provide some real assurances

• Rely on personal credibility and act             in the way you want other to.y y

W ’ t t b !We’ve got energy to burn!

Biomass Thermal Perception

IV. Case Studies - Kingsley

Eric Kingsley

Vice President, Innovative Natural Resource Solutions

Real World Issues – 3 Case Studies

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Addressing Real‐World Issues in Biomass Projectsin Biomass Projects

August 2011

Bi Th l E C ilBiomass Thermal Energy Council

Eric Kingsleyg yInnovative Natural Resource Solutions LLC

www.inrsllc.com

Real‐World ExamplesReal World Examples• INRS has worked with over 100 biomass energy projects ranging from large scale electricity andprojects, ranging from large scale electricity and biofuel projects to community‐scale thermal projects, and everything in‐betweenprojects, and everything in between

• Some general rules:– Just because you think you are right doesn’t meanJust because you think you are right doesn t mean everyone else agrees

– The bigger the project, the more likely you are to face i bli i iserious public perception issues

– Members of the public don’t know as much about the issues as you do, and it is your job to help them becomeissues as you do, and it is your job to help them become comfortable with a good project

Issues for Biomass Projects(a very partial listing…)(a very partial listing…) 

• Local emissions (PM, NOx, etc.)

• Global emissions (CO )Global emissions (CO2)

• Pitting renewables against one another (“This is nice, but I would prefer solar or efficiency or…”)

• Truck traffic (both volume and situational)

• Noise (production noises, yard equipment, etc.)(p y q p )

• Property values / neighborhood issues• Forest / feedstock sustainabilityForest / feedstock sustainability• Will compete for feedstock with existing industries• Cost (capital and operating)Cost (capital and operating)• Developers are “from away” / “carpetbaggers”

A few issues and a few activists, and you can expect this sign…

Listen to the Honest Concerns You HearListen to the Honest Concerns You Hear

• People can and do have honest concernsPeople can and do have honest concerns • Some can be addressed before things even get startedstarted

• Some can be addressed with information• Some can be addressed with action• Some can’t be addressed, but how an issue ,isn’t handled can be very important

Situation #1Situation #1

• Public concern about emissions from a wood‐Public concern about emissions from a woodfired boiler at an elementary school in New EnglandEngland

• Some in town were convinced that local emissions (PM) were too high particularly foremissions (PM) were too high, particularly for a “sensitive population” (their children)U d h k h• Used every other concern known to humans as “packing peanuts” for opposition

Resolution #1Resolution #1• Developer agreed to have (and fund) an independent review of emissions

• Emissions concerns were (arguably) ( g y)legitimate, and developer modified both technology and scalegy

• Once this occurred, all other “objections” vanishedvanished

• Developer acted as a partner, listened, actedAnd yes it cost them– And yes, it cost them  

Situation #2Situation #2• This situation currently in progress

id i d ( l l) h l j i l• Mid‐sized (campus–level) thermal project in a rural area with a long history of forest products industryP i t t tl ti l & ill• Proximate to currently operating pulp & paper mill that is economic engine and major employer with high‐wage jobshigh wage jobs

• Concerns that facility would “steal” wood from mill, raise prices, make paper mill less competitive, etc.raise prices, make paper mill less competitive, etc.– Similar to issues that came up with MDF and particleboard plants during BCAP 

Attempted Resolution #2p• Pretend there is not an issue

d d d h h l• Conduct a wood study that says there is plenty of wood available in the forest without h b lthreatening sustainability– Note:  Raw availability was never the issue, pricing 

h fwas the issue of concern

• Meet with paper mill, operating in region for over a century, to tell them potential newcomers to the market understand it better than they do and that there is no issue

Anticipated Resolution #2• Focus in on the real point of conflict:

The paper mill believes that a new actor in the– The paper mill believes that a new actor in the marketplace will behave erratically and disrupt supply chain / cause significant price swingssupply chain / cause significant price swings

• Hire the pulp mill to act as procurement staff for the bio‐energy projectfor the bio‐energy project– Provide them the opportunity to add a service, avoid having separate staff or contractor for theavoid having separate staff or contractor for the project

– Turn pulp mill from quiet opponent to directTurn pulp mill from quiet opponent to direct beneficiary and vocal proponent

Situation #3Situation #3

• Real but dispersed opposition to industrial‐Real but dispersed opposition to industrialscale CHP project in a rural area

• Primary opposition:• Primary opposition:– Forestry, efficiency, size and scale, and developers from “somewhere else”from  somewhere else

• Primary support:– Forestry, efficiency opportunities, jobs, tax base

• Currently in progress

Strategy #3• Key contact approach

– Engage community leaders, state agencies, etc.– Engage supportive organizations (e.g., forest landowners, Chamber of 

Commerce, etc.)

• Listen and meet with concerned parties– Try to understand and address issue, but not always possible

• Be VERY public for addressing concerns (e.g., publicly ask for steam hosts to increase efficiency)hosts to increase efficiency)

• Hire an army of lobbyists, PR firm, lawyers– Can have the appearance of an entouragepp g

• Engage the public (concerned, supporters, and could care less…)– Hats, bumper stickers, listening sessions, ads in the paper, a “prospective” job 

fairfair…

Ideas to Move Forward• Meet with folks early and often

– Key contacts, neighbors, legitimate concerned citizens, etc.

• Get as much information out as possible• Don’t be afraid to help your supporters (you have more to p y pp (ylose than they do)

• Listen to the concerns (as in, shut up and hear what people are saying)

• Don’t feel the need to give your opponents a platform– If you need a public forum, it doesn’t need to be a hearing format

• Pay attention to other projects, and learn something• Use social media

If You Don’t Tell Your Story, Others Will…If You Don t Tell Your Story, Others Will…

E i Ki lEric Kingsley

Innovative Natural Resource Solutions LLC107 Elm Street, Suite 100‐G

Portland, ME 04101207‐772‐5440 office207‐772‐5440 office

207‐233‐9910 mobileKingsley@inrsllc.com

Follow me on twitter @wood2energy

Biomass Thermal Perception

VI. Discussion - Seymour

Q & A

Ask questions using the Questions Panel on the right side of Ask questions using the Questions Panel on the right side of your screen.

All questions and comments will be recorded and incorporated in the webinar summary reportincorporated in the webinar summary report.

Also, please take a few moments to answer the survey questions.questions.

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Biomass Thermal Perception

VI. Other Resources - Seymour

Other Resourcesbiomassthermal.org/resources

Podcasts

Interviews with key industry leaders (10+, also on iTunes Podcasts))

Factsheets (biomass background, job data, technology, etc.)

Presentation (comprehensive program information)

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Biomass Thermal Perception

VI. Upcoming Events - Seymour

Upcoming Events

RETECH 2011September 20-22, DC

Northeast Biomass ShowO t b 11 13 Pitt b hOctober 11-13, Pittsburgh

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Biomass Thermal Perception

VI. More Information - Seymour

More Information

This Webinar will be available by Thursday, Sept. 1.

Sign up to receive BTEC news at on our website.

Join BTEC for: -- Frequent and timely regulatory, policy and market intelligence updates

-- Business Development opportunities and networking with other biomass leaders

-- Visibility as a supporter of the market’s growth

-- Discounts to nearly all major biomass industry events in the U.S.

For more info or to join, go to: www.biomassthermal.org/membership

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For more info or to join, go to: www.biomassthermal.org/membership

Biomass Thermal Perception

BTEC Board of Directors

Thank you!yIf you want to learn more about the biomass thermal

industry, BTEC, or membership, visit www biomassthermal orgwww.biomassthermal.org

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Biomass Thermal Perception

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