On October 7th, a webinar was held on strategy and communication regarding bioresources. The focus was on chemistry and materials, but the meeting covered much more than just technical innovations. The central question was: how do you convey a complex message about a sensitive topic convincingly, factually, and credibly?
Facts as a foundation in a sensitive debate
John Bouterse of the Platform Bio-Economie kicked off with an analysis of the public debate surrounding biomass. "The word 'biomass' immediately evokes resistance from some," John Bouterse stated. "That's why we have to be vigilant about our language. Words matter." The Platform Bio-Economie deliberately chooses a neutral tone and focuses on facts. The website Biomassafeiten.nl is the heart of this approach, featuring fact sheets, background stories, and interviews. "We're not trying to impose an opinion, but rather ensure that people have access to reliable information."
The choice of communication channels is essential. X (formerly Twitter) ultimately proved to be a less effective platform. “X doesn’t work for us anymore. Too little reach, too much noise,” said John Bouterse. LinkedIn has now become the most important medium for the target group of professionals and policymakers. The 'social proof' campaigns, in which people from the sector share their story, are particularly successful. “When you see what your colleague or neighbor is doing, that’s when it really hits home.”
Framing is a key focus. The Platform Bio-Economy pays close attention to the use of words like biomass, bio-based, or bio-resource. Each word evokes different images and expectations. "It's tempting to want to win the debate with a strong frame, but our goal is precisely to open up the conversation," says John Bouterse.
Woody bio-based feedstocks between market logic and policy choices
Arthur Vernooij of RWE presented a comprehensive study on the market dynamics of woody biofuels, conducted by an external party. He showed that the international market for white wood pellets is still growing. Current demand is around 24 million tons per year, but under a scenario with strong policy guidance, this could increase to 70 to even 125 million tons worldwide by 2040.
A key theme in his presentation was BECCS: bioenergy with carbon capture and storage. This technology offers opportunities for negative emissions, but the costs are high. "In a model case, the willingness to pay was approximately €166 per ton of biomass," explained Arthur Vernooij. "That's close to the current market price, meaning the margin is small."
According to Arthur Vernooij, a distribution issue is looming. Sectors like aviation, cement, and steel each have their own transition path, but they may all want access to the same bio-based feedstocks. "Aviation can pay higher prices because of the blending requirement for sustainable fuels, but that puts pressure on other sectors," he said. "So we have to make choices about where to best deploy bio-based feedstocks."
The study also looked at supply. North America and South America remain dominant exporters, but sustainability requirements can limit production. Only a portion of the new plantings are suitable for sustainable supply chains. "The bottleneck is often not in the raw material itself, but in logistics, certification, and willingness to invest."
Biobased materials require more than just technology
Edwin Hamoen, program leader of BioBased Circular, provided insight into the Growth Fund program that aims to help the Netherlands produce biobased materials on a large scale. The program focuses on biopolyesters because they are well-suited to existing recycling technologies and chemical infrastructures. "We're looking for polymers that are both reusable and renewable," explained Edwin Hamoen.
The program uses a phased model for system change: from 'inertia,' through 'inception' and 'competition,' to 'institutionalization.' "We're currently in a phase where technology and revenue models compete for market share. This also means being clear about the terms," said Edwin Hamoen. "Many people think biobased also means biodegradable, but that's not the case. This misunderstanding damages trust."
BioBased Circular invests in supply chain projects, such as the development of biobased textiles, packaging, and insulation materials. Major chemical companies, SMEs, and knowledge institutions are members. However, Edwin Hamoen emphasized that technological innovation alone is not enough. "Without policy, regulations, and public acceptance, we won't make that transition."
Towards a coherent strategy for bio-based raw materials
Bernard van der Horst, project leader on behalf of the Ministries of Agriculture, Nature and Food Quality (LNV), Climate and Green Growth (KGG), and Infrastructure and Water Management (I&W), concluded the webinar by explaining the national strategy for bio-based raw materials. This strategy is currently under development and should guide the use of biomass in the Netherlands for energy, materials, and chemicals.
"We don't want every sector to go it alone," said Bernard van der Horst. "That's why we're taking a holistic approach: how do we distribute the available bio-based resources in a way that's both ecologically responsible and economically logical?"
The strategy is based on four principles: ecological limits, societal needs, economic revenue models, and the international context. "The Netherlands is dependent on imports, but we also have domestic waste streams. We must be careful with those," stated Bernard van der Horst. "We encourage applications with high added value, such as materials or chemicals, over low-value applications."
The government is holding discussions with stakeholders from various sectors to shape the strategy. Participation plays a central role in this. "We don't want a top-down dictatorship, but a shared approach that provinces, businesses, and NGOs also identify with."
Coherence between strategy and communication
What the webinar made particularly clear: the use of bio-based resources isn't a purely technical or economic exercise. It's a societal transition in which strategy and communication are inextricably linked. The right words, shared figures, and credible stories make all the difference.
Or as John Bouterse put it: “Without communication, there is no understanding. And without understanding, there is no change.”
That message concluded an afternoon in which it became clear that choices around biomass are not just about CO2, but also about trust, language, and the ability to shape a sustainable future together.
