Road Map for changing behaviour Mallorca

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Road Map for changing behaviour Mallorca Powered By Docstoc
					   Road Map for changing
                     Deliverable 3.1 of the BIOSIRE project

Status:             <Final Version>
Author:             <Carles Petit, Raúl Medina, Maarten van Bemmelen>
Peer reviewed by:        FGM-AMOR, Iris Pein
Date:               <31.03.2010>
Filename:           D3_2_Mallorca_Roadmap_for_changing_behaviour

The sole responsibility for the content of this report lies with the authors. It does
not necessarily reflect the opinion of the European Communities. The European
Commission is not responsible for any use that may be made of the information
contained therein.

                                         1 / 29
                       Table of contents

Summary in local language 3

1.   Introduction 4

2.   Tools for road map deployment 5

      2.1. Swot analysis results 5

      2.2. Business economic model 7

      2.3. Marketing plan 14

      2.4. Financing and legal issues, policy options 16

3.   Objectives for behaviour change and actions 18

4.   Policies for change 22

5.   Annex: Questionnaire template for SWOT analysis 24

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Summary in local language

La producció de biodièsel a Mallorca té un gran potencial a causa de
l’enorme potencial regional en termes de recollida d’olis de cuina usats,
doncs aquest residu es pot destinar com a matèria primera per a la
posterior producció del biodièsel. La recollida d’olis de cuina actualment és
molt important, destacant l’activitat empresarial de diverses companyies
locals (Ecorecicling SL i Genoli Balear SL), les quals donen cobertura a un
gran nombre d’establiments turístics, hotelers i restaurants. No obstant, tot
i el considerable volum recollit actualment, s’ha de dir que hi ha molt de
marge per créixer, doncs la recollida domiciliària és encara, a dia d’avui,
una activitat minoritària. Considerant com a hipòtesi de treball que 1) el
consum d’oli vegetal en Mallorca, com a altres espais mediterranis, és molt
elevat, i que 2) la planta local de biodièsel ha orientat recentment la seva
estratègia empresarial en la producció en base a olis de cuina reciclats,
se’n deriva una clara possibilitat de promoure la inserció i consolidació
d’una font energètica alternativa, que ajudi a equilibrar l’actual model
energètic insular.

El projecte BIOSIRE pretén fonamentalment motivar i ajudar (mitjançant
fons europeus) a desenvolupar aquesta estratègia energètica. Així doncs,
l’estratègia local gira entorn a la promoció de 1) recollida d’olis de cuina
usats (amb origen del seu consum principalment en domicilis), 2) valoritzar
tot aquest residu reciclat en biodièsel i 3) estendre el seu consum a
diverses flotes de transport (públiques i privades), empreses de serveis,..

Aquest document constitueix una guia clau que té com a objectiu
determinar quina es la situació actual, quines són les accions clau a dur a
terme per motivar un canvi de comportament en el mercat insular envers a
l’ús del biodièsel i els principals agents públic i privats involucrats o a
involucrar, les principals barreres a superar, el calendari bàsic previst i el
pla de màrqueting que anirà en paral·lel a l’aplicació real de les accions

                                    3 / 29
prèviament definides. Un punt fort d’aquest document és l’elaboració d’una
matriu DAFO detallada, on s’identifiquen les debilitats, amenaces,
fortaleses i oportunitats pel que fa a la consecució dels objectius del
projecte BIOSIRE.

Aquest document ha de servir per orientar la següent fase del pla d’acció
local, anant més enllà de les determinacions teòriques. Ha de guiar a tots
els agents identificats cap al mateix objectiu final: fer del biodièsel d’origen
en olis de cuina reciclats una font alternativa consolidada, que ajudi a fer
de Mallorca un espai més sostenible, tot creant una imatge turística
favorable i respectuosa amb el medi ambient.

1. Introduction

This   deliverable    is   an    output       of   BIOSIRE   Workpackage       3
("Implementation") for Mallorca. The document has been written to fulfil
Task 3.2.8 “Roadmap-for-changing-behaviour”. The discussions carried out
in local workshops and local working groups over the last year have been
taken into account to produce the deliverable.
This document describes the next steps for local BIOSIRE partners
(CINESI, CTM, CAIB and GEN), who are promoting the usage of
alternatively propelled vehicles in Mallorca. The roadmap will be the final
step towards a local action plan to further reach the BIOSIRE targets.
In a first step, the document provides an overview about the current
situation in Mallorca and the implementation status / framework conditions
regarding biodiesel use in transport fleets operating in tourist areas. This
overview is additionally supported by a SWOT analysis.
In the following chapters the objectives to reach within the project are
identified and appropriate actions on how to reach these objectives are

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2.   Tools for road map deployment

This chapter contains all the subtask reports that serve as a basis for the
task 3.3 activities, as well as actual road map deployment, providing all the
information on the state of the art in Mallorca and the forecast scenarios.

      2.1. Swot analysis results

      This section contains an overview of the results of the SWOT
      carried out in Mallorca to approach the successful implementation of
      biodiesel propulsion. For the detailed SWOT analyses and content
      see chapter Annex: SWOT Analysis.

      The SWOT analysis considers UCO collection, use and production
      of biodiesel and the possibility to implement actions at the regional
      scale. Moreover, the analysis is made from the economical, political
      and technical point of view.

       Summary of SWOT analysis

      Mallorca has a huge potential in terms of UCO collection, and
      therefore, production of biodiesel from this raw material. UCO
      collection from the tourist sector (hotels and restaurants) is very
      high, covered by two local companies: ECORECICLING and
      GENOLI BALEAR. Nevertheless, there is a lot of potential in
      households because the local consumption of cooking oil is very
      high. Thus, local collectors are working hand in hand in the
      deployment of an action plan to increase the annual volume of UCO
      collected. In addition, another private company called OLIKLAK, has
      introduced an innovative system in the city of Palma to collect UCO
      at schools, based on a holistic and integrated approach: collection,
      recycling, education and promotion. This idea is supported by the
      Department of Environment and LA21 of the Municipality of Palma.

      In spite of these good practices, it is important to stress that some
      political institutions have an absence of either resources or deep

                                     5 / 29
knowledge about such schemes and the environmental and
economic benefits of collecting UCO.

Moreover, local collectors argue that the price per tonne of oil is
highly variable along the year, depending on the fluctuant demand.
Thus, in winter period the price drops dramatically, reducing the
profit margin of companies and volume of UCO collected.

In spite of such situation, ECORECICLING, GENOLI and GEN have
signed a commercial contract whereby GEN has to by to collectors
about 2.000 tonnes/year of UCO, at a fixed price. This is good news
for BIOSIRE project, since before this contract both sectors where in
a heavy competence.

Regarding biodiesel production (GEN), a problem detected is the
difficulty to introduce local biodiesel in local filling stations. Oil
companies prefer to make the blend in the mainland, arguing that in
their own refineries are safer and have higher logistical capacities,
being thus more competitive. Moreover, there are serious doubts
about the quantity of biodiesel to be delivered in filling stations (is
there any quality organisation checking or controlling the % of
biodiesel in blends?).

At this point, the strategy seems clear: to produce as much biodiesel
from UOC as possible, a large scale promotion of collection from
households (where the margin of collection is higher than in tourist
resorts) is needed.

Relating the use of biodiesel in transport fleets, there are a few
companies using biodiesel produced in GEN, with satisfactory
results from both the economical and technical viewpoint. Therefore,
there is a lot of work to be done in this specific area of the project. It
is important to highlight the existence of more than 3.000 transport
fleets in the island.

                              6 / 29
            2.2. Business economic model

            This section, containing the subtask report describing the business
            economic model foreseen, is particularly important, as all the
            objectives, actions and policies for change depend on the business
            model defined.

            The Business Economic Model is very important since all the
            objectives, actions and policies for change depend on the model
            defined. Actors and their roles and responsibilities should be clearly
            identified. Moreover, it should refer to the legal framework and
            policy changes assumed to happen in the region.

            The following tables show the whole number of public and private
            entities considered important for the proper roll-out of the local
            strategy and the real activation of the market transformation.

            Paying attention on the tables, the local implementation and market
            strategy is clearly defined. Each key agent has been identified, as
            well as its role or position in the frame of the project. In addition, for
            each of these agents an Action Point (responsibility) has been
            defined. Thus, the implementation of BIOSIRE project will depend
            on the effectiveness and success when deploying these action
            points by selected key market agents.

A) Public Authority                  Role/position            Responsibility/ ACTION

Regional      Ministry    of   - Transport management and     - Consider the use of biofuels
Mobility     and   Planning/   services, regional             as a requisite when applying
Mallorca     Consortium   of   development and land/urban     for the service concessions-
Transport                      planning
                                                              - Promotion among fleet

Regional Ministry of Trade,    - Expertise in safety          -Include the use and promotion
Industry and Energy            equipment and industrial       of biofuels in the Energy
                               installations and production   Master Plan.
                                                              - Promotion of GEN’s biodiesel
                                                              for energy diversification.

                                                              -Monitoring/control of quality

                                            7 / 29
A) Public Authority                   Role/position              Responsibility/ ACTION

                                                                 and volume (%) of biodiesel in
                                                                 blends provided at filling

Regional      Ministry    of   -Public entity in charge of the   -Practical development of the
Environment                    management of special and         Action Plan for Tackling
                               dangerous waste materials.        Climate Change, and the
                                                                 incorporation of biofuels in
                                                                 such plan.

                                                                 -Financial aid for the
                                                                 acquisition of containers and
                                                                 other devices for collecting
                                                                 used cooking oil.

Regional      Ministry    of   -Design and establishment of      -Establishment of rates, taxes
Economy,     Treasury    and   rates, taxes, incentives or tax   or tax exemptions.
Innovation                     exemptions.
                                                                 -Guarantee the consumption of
                                                                 biodiesel produced in GEN.

                                                                 -Promotion among hoteliers,
                                                                 restaurants and tourists.

Regional      Ministry    of   -Management of all                -Collaborate in the deployment
Education and Culture          educational levels, education     of UCO recycling-collecting
                               infrastructure planning,          activities and environmental
                               cultural services.                and educational campaigns.

Department of Environment      -Management of non-special        -Participate in all those
                               and non-dangerous waste           activities regarding promotion
                               materials (paper, glass.          campaigns, dissemination and
                               Bottles, cardboard, cans,         environmental education.

Local Councils                 -Public element at the bottom     -Create local taxes for the
                               of the institutional framework.   collection and the recycle of
                               Autonomy in several issues,       UCO.
                               among them tourism, LA21
                                                                 -Carry out several programs in
                                                                 the context of the LA21:
                                                                 COMPALSA HOME action
                                                                 plan (collecting from
                                                                 households), ..

                                             8 / 29
A) Private sector/other                     Role/position           Responsibility/ ACTION

Association     of     Hoteliers   -There are several               -Participate in the project by
and Restaurants                    associations in the most         providing UCO to collectors.
                                   important tourist areas in the
                                                                    -Incorporate environmental
                                                                    good practices. This measure
                                                                    could be included in the ISO
                                                                    14001/EMAS agenda of

                                                                    -Collaborate in activities
                                                                    regarding promotion and

Households                         -Oil consumption for cooking     -Some municipalities have
                                   purposes is very high in         implemented door to door
                                   Spain.                           cooking oil collection services,
                                                                    leading to an increase of the
                                                                    total UCO amount collected.

                                                                    -Get actively involved in
                                                                    municipal programs.

Strategic facilities               -Some facilities are foreseen    -Some schools have initiated
                                   to be strategic in order to      specific programs for the
                                   enhance UCO collection from      collection and recycle of
                                   due to the amount of             cooking oil, both for collecting
                                   visitors/users and the high      and educational reasons.
                                   frequency of their visits:
                                                                    -During the last months, a few
                                   schools, commercials, leisure
                                                                    containers have been installed
                                   centers, etc.
                                                                    in several shops and other
                                                                    commercial areas.

Cruise ships                       -Many Mediterranean cruises      -Participate in the project by
                                   docks in Palma’s port.           providing UCO to collectors.

UCO collectors                     -Used cooking oil collection     -Increase of used cooking oil
                                   and treatment.                   collection amounts.

                                                                    -Deployment of COMPALHA
                                                                    HOME Action Plan (collection
                                                                    door to door).

                                                                    -Deployment of OLIKLAK
                                                                    Action Plan (collection at

                                                   9 / 29
A) Private sector/other                   Role/position             Responsibility/ ACTION

                                                                    schools and households).

                                                                    -Active participation and
                                                                    involvement in the BIOSIRE
                                                                    project implementation stage.

Biodiesel producers                -GEN is the only biodiesel       - Active participation and
                                   production company in the        involvement in the BIOSIRE
                                   Balearic Islands.                project implementation stage.

                                                                    -UCO as a raw material for
                                                                    producing biodiesel.

                                                                    -Promotion and dissemination
                                                                    in the tourist sector.

                                                                    -Possibility to develop UCO
                                                                    collection facilities/chains.

Water                treatment     -EMAYA (belonging to the         -They can profit from an oil
enterprises                        Municipality of Palma) is the    reduction in wastewaters as a
                                   public owned company that        result of an increase in its
                                   manages water supply and         collection.
                                   treatment facilities.
                                                                    -There is an economic impact
                                                                    when throwing UCO. The cost
                                                                    of cleaning this polluted water
                                                                    is about 2,45 €/liter.

CLH      and       other     oil   -Company responsible for the     -Possibility to mix imported oil
companies                          transportation and storage of    with local biodiesel (as
                                   petroleum.                       additive) at a minimum

Public   and   private     fleet   -Public transport (subsidized)   -They can participate in
operators                          and charter/shuttle transport.   organizational events under
                                                                    the BIOSIRE project, learn
                                                                    from the experience of other
                                                                    fleet operators, get incentives
                                                                    to use biodiesel (competitive
                                                                    and comparative advantages).

Municipal fleets                   -All municipalities need         -They could purchase
                                   vehicle fleets to carry out      biodiesel in a high percentage.
                                   many activities.                 These actions could be

                                                10 / 29
A) Private sector/other                  Role/position         Responsibility/ ACTION

                                                               addressed by the LA21.

Taxis                          -Taxis are generally operated   -All taxis using public filling
                               by self-employed persons        station facilities. If blending in
                               organized in professional       public diesel is increased with
                               associations.                   local biodiesel, the share of
                                                               biodiesel will increase.

Leisure boats, sailing clubs   -Most of the ports in the       -Sea water quality is a major
                               Balearic Island have leisure    environmental issue, controlled
                               boats run with diesel and       through very demanding
                               operated by private             standards.
                                                               -By using biodiesel in ships,
                                                               prevention of pollution from
                                                               boat fuel leaks or in case of
                                                               accidental marine spill takes
                                                               place. Thus, sailing clubs are
                                                               considered a key target group
                                                               where promote the use of
                                                               biodiesel. So far, CINESI,
                                                               CAIB and ECORECICLING
                                                               arranged a meeting in late
                                                               January with the General
                                                               Coordinator of the Balearic
                                                               Islands Association of Sailing
                                                               Clubs. They really believe in
                                                               the use of such an alternative
                                                               and cleaner fuel.

Car rental                     -There are many car rental      -These cars are filled up in
                               companies with variable         public filling stations
                               number of vehicles in their     elsewhere; making the use of
                               fleets.                         biodiesel high blends
                                                               conditional on its availability in
                                                               a sufficient number of stations.

                                                               -It is necessary to work hand in
                                                               hand with Association of
                                                               Tourists since they have a
                                                               direct link with car rental
                                                               operators. If the impact of
                                                               BIOSIRE on tourists is
                                                               positive, car rental operators

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A) Private sector/other           Role/position          Responsibility/ ACTION

                                                         will be grateful to get involved
                                                         in the project.

         Therefore, the business economic models follow the following

         1. Promote and encourage local agents to provide and collect
            more UCO. In this action line, actors like UCO collectors,
            schools,      hotel    &    restaurants,     households,           public
            authorities and other potential UCO providers should get
            involved. The aim of this step is to:

         1.1 Increase the total number amount of UCO from hotels and

         1.2 Increase the total number amount from schools/households.

         1.3 Promote and deploy the COMPALSA HOME and OLIKLAK
             Action Plans as soon as possible.

         1.4 Involve collateral agents that could get involved in such a plan:
             cruise ships, etc.

         1.5 Possibility to develop a large collection chain by introducing
             new collectors.

         2. After increasing the amount of UCO collected, produce as
            much biodiesel from UCO raw material as possible. Enlarge
            the number of biodiesel consumers by defining a high
            scale promotion and marketing campaign, by involving all
            those agents that could use local biodiesel for their
            particular fleets.

         3. Involve public authorities in the project by defining policy
            and legal options for encouraging the purchase of local

         3.1 Definition of taxes, subsidizes, for the usage of biodiesel as a
             requisite for public transport fleets, financial incentives.

                                       12 / 29
            3.2 Continuous checking and monitoring of quality and percentage
                 of biodiesel distributed at public filling stations and compare
                 these amounts with those enforced by law.

            4. Continuous               monitoring            of       actions,     dissemination              of
                 experiences and promotion of biodiesel among residents
                 and tourists. Include the BIOSIRE project in broader
                 regional marketing tourist campaigns, considering the use
                 of biodiesel as an environmental friendly action, selling
                 Mallorca as a green/ecological tourist destination.

            5. Besides of the use of treated UCO oil for transport
                 purposes, it can be stress that this product could be used
                 in other consumption areas like heating or generation of

            The business model can be summarised in the following theoretical

                                                                             Ag reement with O il      B 100 and other
                                                 Public                      C ompanies                blends
                                               Transport,                                                 Public
                                             Private fleets,..                    Private
                                                                                   cars                 Transport,
                       L oc al                                                                        Private fleets,..
        O ils           O ils

                                                                                     B IO DIE S E L
                      R aw                         G E N B iodies el
                    Materials                           P lant                                                      Electricity,
                                                                                        B IO -C                      heating

                                                E C O R E C IC L ING /
                     R ec yc led oils                G E NO L I                       Hotels and        Hous eholds /
                                                                                     R es taurants        O thers
     T HE                                            B IO -
MAINL AND                                            O IL

                                        Vehicles              Electricity,

                                                      13 / 29
2.3. Marketing plan

Marketing plays a vital role in the successful business of the
BIOSIRE project, for that reason the elaboration of a Marketing
Plan (M.P) by each demonstrator is so necessary. This M.P. will
outline the strategic approach for attracting and keeping the target
group involved during and beyond the project lifetime.

Target groups

The next groups are identified as “target”, so is part of the
marketing plan as receptors of actions:

    •   Regional    ministries:    Mobility   and   Regional   Planning;
        Environment; Tourism; Education and Culture

    •   Island authorities: Department for Waste Management;
        Local Agenda 21 Coordinator

    •   Local   authorities:      Local   Council   of   Palma,      Local

    •   Public entities: schools, association of sailing clubs, ..

    •   Public transport fleet operators

    •   Non regular passenger transport fleets

    •   Private companies: oil collectors, oil recycling promoters,
        restaurants and hotels, leisure centres,

    •   Others: residents, association of businesses (PIMEM,
        CAEB,..), Balearic Transport Association,..

Main marketing actions

On the other side, promotional actions will consist in the following
set of dissemination actions (in line with the budget of the BIOSIRE

                               14 / 29
•   Information material and brochures to reach tourists and
    fleet operators.

1) 2.000 brochures for fleet operators,

2) 50.000 brochures for tourists,

3) 5.000 stickers for vehicles using biofuel.

•   Awareness material on recycling oil procedures and benefits
    for households, schools and administrations.

1) 2.000 Brochures on recycling oil,

2) 1.000 posters on recycling oil for schools, city councils,
    commercial centres, public transport stations, tourist fairs
    and strategic tourist locations,

3) 4.000 plastic bottles for used cooking oil collection

4) 23 containers for the collection of used oil in schools.

•   Expert support for the organisation of fleet operators’

•   Awareness raising campaigns among residents on the
    Balearic Islands focussed on increasing the supply of used
    cooking oils.

1) Development of a promotion concept for recycling cooking
    oil and design for the different media,

2) Individual       visits   to    250   administrations   (Regional
    Government departments, Island Councils departments, City
    Councils departments) and educational centres (schools,
    high schools, university) by representatives of the oil
    collection company,

                             15 / 29
    3) Campaign among Mallorca inhabitants at fairs and local

    4) Radio campaign of two weeks to inform about the location
       and use of public collection points for used cooking oil.

   •   Design of an information campaign on biodiesel usage in
       transport fleets.

    1) Advertisement of BIODIESEL use in different local print

    2) Production of a TV spot which is shown on regional TV

    3) Production of a video on biodiesel production and
       presentation of the video to school children.

2.4. Financing and legal issues, policy options

At the moment, the regional government is suffering from important
changes in its structure, with changes in the institutional
organization of regional ministries and departments. Thus, it is
complicated to foresee clear legal and political schemes to design
and implement.

Nevertheless, it is possible to define the action lines. Previously, in
the business economic model chapter, possible options to be
carried out (column called “responsibilities”) have been identified.
Some of them are:

   •   Consider by public authorities biofuels as a requisite when
       applying for the service concession.

                            16 / 29
•   Include the use and promotion of biofuels in the Energy
    Master Plan.

•   Practical development of the Action Plan for Tackling
    Climate Change, introducing biofuels in such plan.

•   Financial aid for the acquisition of facilities and devices for
    collecting used cooking oil.

•   Introduce taxes, rates or tax exemptions for those entities
    providing and recycling cooking oil, household participation
    in such programmes.

•   Create local taxes for the collection and recycle of cooking

•   Carry out programmes in the context of the Local Agenda
    21: OLIKLAK or COMPALSA HOME schemes.

•   Possibility to add local biodiesel to imported oil at a
    minimum percentage.

•   Guarantee inspections on the quality of biodiesel at filling
    stations on a regular basis in order to know whether the
    mandatory targets are being accomplished or not.

                        17 / 29
3. Objectives for behaviour change and actions

      In this chapter the major group of measures to be undertaken to
      change behaviour and market trends are described.

      More specially, the chapter explain the different actions to
      undertake under each measure group, indicating also the barriers to
      overcome when deploying these actions and the expected timing.

    Measure groups and individual behaviour lines (concrete
         •    Measure group 1: change of behaviour and attitude of
              public and private fleet operators towards biodiesel:
         1) Increase the use of biodiesel for public transport,
              passenger transport and private fleets.

         •    Measure group 2: Changes needed in the local waste
              management and oil collection cycle:
         2) Increase the collection and recycling of used cooking
              oil, mostly from households.

         •    Measure group 3: Objectives to be addressed by local
              policies and incentives:
         3)   Financial   tools for        changing behaviour   of   both
              households and companies.
         4) Broad involvement and coordination of different public
              bodies towards the same goal: promotion of alternative
              and clean-efficient fuels.

         Analysis of particular behaviour change action lines:
         measures, barriers and timing
         1) Increase the use of biodiesel for public transport,
              passenger transport and private fleets.

                                 18 / 29
•   High-scale promotional and marketing campaign among
    fleet operators.
•   Elaborate reports indicating the benefits of using biodiesel
    from the technical and economical viewpoint, impacts. Pay
    special attention on the cost savings due to a CO2 emission
    reduction (according to the price of the tonnes of CO2).
•   Set up “pilot tests” with different companies and vehicles.
•   Introduce this alternative fuel in other complementary fleets:
    sailing clubs, machinery, etc.
•   Reach an agreement with public bodies in order to get
    financial aid for establishing pumps, filters, meters, pipe
    fittings, etc. (the cost up to €3,000/company or client
    interested in using high volumes of biodiesel).

Barriers: Reluctance of some private companies to introduce
such an alternative fuel. They argue a lack of technical warranty
in case of problems when using biodiesel.
Timing: from January 2010 to July 2011, and beyond the
project lifecycle.

2) Increase the collection and recycling of used cooking
    oil, mostly from households.
•   Agreement with municipal waste collection services or local
    environmental departments.
•   Agreement with schools for setting up used cooking oil
    collection schemes. Facilities would be provided by private
    companies          (OLIKLAK).    After     the     collection,
    ECORECICLING would recycle the oil. Establish collection
    points at schools.

                          19 / 29
•    Again, regional and local authorities could encourage such
     schemes by providing specific and defined financial

Barriers: there is a little margin to increase UCO collection
from the tourist sector, since this area of the market is already
well covered by the collector. There is a need of financial and
infrastructure aid from public authorities in order to establish
efficient collecting chains. The active involvement of public
technicians and political will is considered a key issue.
Timing: ongoing, until 2011 and beyond the project lifecycle.

3)    Financial      tools for       changing behaviour     of     both
      households and companies.
•    Define tax exemptions for companies using biodiesel
•    Create local taxes for the collection and recycle of cooking
•    Introduce taxes or fines in the tourist sector for those
     enterprises that make a bad use of the waste.
•    Consider the use of biodiesel when applying for a service
     concession (as a positive factor or as a requisite).
•    Financial aid from public authorities for setting up
     promotional and marketing campaigns, acquisition of
     material and devices for the collection, etc.
•    Check     out    whether    filling   stations   accomplish    the
     mandatory targets for biodiesel or not (on a regular basis).

Barriers: the competence for establishing taxes or incentives
when using biodiesel exists at national scale (National
Government). Moreover, economic measures should always
respect the free market and competence among companies.

                           20 / 29
Timing: from September 2010 to July 2011, and beyond the
project lifecycle.

4) Broad involvement and coordination of different public
    bodies towards the same goal: promotion of alternative
    and clean-efficient fuels.
•   It is necessary to coordinate regional policies on certain
    topics: environment, energy and regional planning.
•   Review of current policies, which do not include biofuels in
    their strategy for achieving energy diversification.

Barriers: In the Balearic Islands, there is no overall energy
strategy. The existing one is based on new and expensive gas
pipelines that connect the mainland with the archipelago. This
gas pipeline was agreed a few years ago, forgetting the option
of introducing other energy sources. This is an important
constraint when trying to convince authorities to consider the
feasibility of investing in other energy sources.
Timing: from September 2010 to July 2011, and beyond the
project lifecycle.

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4.   Policies for change

      Policy options are considered as very important due to their
      capacity to influence and change the behaviour of citizens towards
      a more sustainable mobility paradigm. A wide range of options has
      been already highlighted in chapter 2.2. Public financial aid (mainly
      from the environment departments and the municipalities), to
      establish and install used cooking oil collecting devices.

          •   Public certification/ labelling to the companies which provide
              used cooking oil (hotel, restaurant, others).

          •   Financial support from tourist companies to collectors for
              taking out their used cooking oil.

          •   Waste tax exemption granted to the recycling companies in
              Mallorca, as this situation is applied in the rest of Spain.

          •   Establishment of specific controls at gas stations in order to
              check the quantity and quality of the product.

          •   Consider the use of biodiesel as an advantage in transport
              fleets when applying for the concession of public contracts.

          •   Public and financial support of regional ministries and
              departments for promoting and spreading the scope of the
              collection activity, as well as the design of financial tools
              (taxes, incentives, tax exemptions) for motivating the use of

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•   General involvement of public bodies in order to promote
    Mallorca as a green an environmental friendly destination.

•   Review the Regional Energy Master Plan, which does not
    consider biofuels as an alternative.

•   Support local industries and their employees as GEN,
    GENOLI and ECORECICLING are Majorcan companies,
    which in some way help to diversify the local economic

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5.   Annex: Questionnaire template for SWOT analysis

A SWOT analysis is a strategic planning tool used to evaluate the
Strengths, Weaknesses, Opportunities, and Threats involved in a business
venture or a project. In this case, the SWOT analysis is applied to the
successful implementation of alternative propulsion (biodiesel) in the island
of Mallorca. In this project, the SWOT analysis groups key pieces of
information into two main categories:

• Internal factors – The Strengths and Weaknesses internal to the
implementation activities and to alternative propulsion.

• External factors – The Opportunities and Threats presented by the
external environment influencing the implementation of alternative

The SWOT matrix is shown in the following pages.

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           Positive                                                        Negative
           Strengths                                                       Weaknesses
              1. Social acceptance:                                           1. Social acceptance:
              -   The collection of used cooking oil helps to reduce the      -   There     is    a    lack   of     information   and
                  consumption of energy and economic resources in                 conscientiousness among companies, tourists and
                  the wastewater treatment sector.                                residents about the possibility to recycle cooking oil
                                                                                  and its social and environmental benefits.
              -   Politicians and civil society considers UOC collection
                  and recycling as an advantage and friendly                  -   The current promotional campaigns from public
                  environmental practice.                                         authorities are not enough. There is a lack of active
                                                                                  involvement and support/incentives from the public
Internal      2. Resources:
                                                                              -   So far, the regional government does not include
              -   The local consumption of cooking oil in the island is           biofuels as an alternative in their Regional Energy
                  very high.                                                      Master Plan.
              -   The spatial concentration of cooking oil consumption
                  is also very important, located mostly in Palma,
                                                                              2. Financing:
                  tourist resorts and industrial zones.
                                                                              -   The market price of oil is very variable, which
              -   There is already a logistic network of used cooking
                                                                                  implies the instability of the sector.
                  oil available.
                                                                              -   Cooking oil is the only type of waste not subsidised
              -   The increase of cooking oil collection and recycling
                                                                                  by public authorities (neither collection nor
                  can be easily purchased by biodiesel producers (Or
                  others), so this sector has a lot of potential in the

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                  medium term.
              -   There is a private company, OLIKLAK, which also
                  provides public bottles and dissemination products to
                  schools and educational centres, for encouraging
                  and promoting the recycling of cooking oil.
              -   The collection of used cooking oil helps to reduce the
                  consumption of energy and economic resources
                  when developing wastewater treatments.
              3. Financing:
              -   GEN is interested in used cooking oils as feedstock,
                  due to economical and corporation image reasons.
              -   ECORECICLING and GENOLI BALEAR are working
                  in an Action Plan for the promotion and collection of
                  used cooking oil at households.
           Opportunities                                                       Threats
              1. Resources:                                                       1. Legislation:
              -   The current collection of oil still remains in low levels.      -   The legal and regulatory framework of local activity
                  The potential capacity is huge.                                     (cooking oils collection and recycling and biodiesel
External                                                                              production) could hamper the expansion of the
              -   Mallorca has more than 3.000 transport fleets (both
                  public and private). Therefore, the potential market to
                  introduce biodiesel is very important.                          -   Although there are mandatory legal targets for high
                                                                                      blends, it seems that existing inspections carried
              -   Municipalities all over Mallorca are working on the
                                                                                      out in order to guarantee the accomplishment of
                  European strategy to increase local efficiency and
                                                                                      these targets are not enough.
                  share knowledge/experience in order to achieve

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    sustainable energy scenarios.                            2. Financing:
2. Financing:                                                -   The current economic scenario could produce a
                                                                 reduction in tourist arrivals.
-   A positive effect of used cooking oil collection and
    recycling measures could imply a lower dependence        -   So far, oil companies have decided to mix the
    of GEN on external raw materials.                            biodiesel at their own refineries, located in the
                                                                 mainland. They argue a lack of competitive local
-   GEN, ECORECICLING and GENOLI have recently
                                                                 prices and lack of safe logistic services.
    reached an agreement whereby collectors will supply
    GEN 2.000 tonnes/year (at a fixed price/tonne).          -   Engine manufacturers tend to limit biodiesel market
                                                                 expansion by not providing the same guarantees to
-   The economic crisis sets up a need to improve
                                                                 those vehicles using this alternative fuel.
    efficiency, especially in the public bodies and their
    policies.                                                3. Resources:
-   Biodiesel consumption in other regions of Spain and      -   Recycled cooking oils can be used for other
    Europe brings confidence towards this fuel among             purposes rather than transport, like heating of
    fleet operators and decision makers.                         buildings and generation of electricity.
3. Social acceptance:                                        -   Inexistence of appropriate loading/unloading
                                                                 facilities for the logistic transportation of raw
-   There is a certain social awareness                 on
                                                                 materials, from the harbour to GEN. This is a very
    environmental costs of not recycling cooking oil.
                                                                 important constraint since it implies a limitation of
-   The tourist sector is interested in improving the            the plant capacity when producing.
    energy and environmental management, as it can
                                                             -   Absence of independent gas stations. Thus, the
    lead towards a more stable demand and higher
                                                                 only way to introduce local biodiesel to filling
    tourist expenditure.
                                                                 stations is through an agreement between GEN and
-   Biodiesel consumption in other regions of Spain and          oil companies.
    Europe brings confidence towards this fuel among
    fleet operators and decision makers.

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-   Good practices experienced in very important
    transport fleets (like TMB in Barcelona) could
    motivate and encourage smaller companies to use

4. Legislation:
-   There are mandatory targets for introducing higher
    blends of biodiesel (1,9% in 2008, 3,4% in 2009,
    5,75% in 2010).

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