Green Earth Fuels, LLC

Leading U.S. Biodiesel Firm Taps Calypso Communications to Integrate Strategic Marketing, Media, Investor, Event, and Interactive Projects

THINK
Green Earth Fuels, LLC, a vertically integrated biodiesel developer and producer with strong private equity funding and solid infrastructure partners, was focused on reaching an initial public offering stage in 12 months. The Company was preparing to open its first biodiesel production facility in Houston; was planning near-term site acquisitions and high-profile industry joint ventures; recognized the need for a Washington, D.C. legislative and lobbying presence; required a distinctive and professional Web identity and corporate collateral; and faced mounting national and local media skepticism over alleged political and economic conflicts between biofuels production and food agriculture in the United States. Green Earth Fuels turned to Calypso, recognizing its deep energy industry expertise, to oversee the strategy and tactics needed to address these challenges and build a highly visible national brand identity.

CREATE
To enhance professional industry and opinion leader awareness for Green Earth Fuels and its new production facility and business ventures, Calypso immediately conducted a comprehensive core message audit with Green Earth founders and executives to establish key industry differentiators. The agency used this messaging to redesign and rewrite the Company’s website and create a Media Kit portfolio to be used by national and local press as well as supplied to Washington-based representatives, political leaders, and other constituents. In addition, Calypso created targeted advertising, interactive presentations, invitations, and direct mail for the Company. For the Houston plant opening, EXECUTIVE BIOSwww.greenearthfuelsllc.com Director, maintaining overall responsibility for 14power plants and two pipelines in 11 countries with an investment value in excess of $2.3 billion. Before assuming the director role, Mr. Bafalis served as President, Southern Cone Region. Beginning in Brazilin 1997 with a staff of one, he established a successful,integrated energy company with a core business of gas pipelines, power generation, and oil and gas exploration properties, investments of $1.5 billion, and annual earnings (before interest and taxes) of $220 million.Over a period of five years, he drove the development of more than 2,000 MW of operating power plants and 1,500 miles of gas pipelines; completed more than $1 billion in project financings; and establishedEl Paso as the premier integrated energy company in Brazil. Before relocating to South America, he served as Vice President of Business Development,European Region, where he successfully acquired an energy center complex in Central Europe.Mr. Bafalis previously represented Mission Energy asExecutive Director for Brooklyn Navy Yard Cogen,where he led the successful development and construction of a 380-MW gas-fired power generation facility inNew York City. Mr. Bafalis spent the prior eight years developing waste-to-energy and wood-fired power projects for Waste Management, Inc. He currently resides in Houston with his wife and three children. As a founding principal of Green Earth Fuels, Greg Bafalis brings more than 20 years of project development experience in the energy sector, initially with companies specializing in waste-to-energy technologies and later in large-scale power and pipeline projects. Previously, Mr. Bafalis founded and was CEO of PointSouth Energy, a consulting group that focused on the development of energy-related projects. During this time he initiated the development of Cutuco Energy, an El Salvador-based LNG-fueled combined cycle power plant, and the successful development of a 30-million gallon per year biodiesel facility located in Houston, Texas, for Organic Fuels, LLC. Prior to founding PointSouth Energy, Mr. Bafalis represented El Paso Corporation as Senior Managing Gregory L. Bafalis President and Chief Executive Officer.Calypso planned and managed an elite event attended by nearly 200 guests, including Texas Governor Rick Perry, and covered by more than two dozen media outlets. Calypso also helped manage media and messaging for Fuels’ high-profile Sustainable Oils, Inc. joint venture, an initiative to produce biodiesel from Camelina in Montana with Targeted Growth, Inc.

DELIVER
In order to build a comprehensive brand identity around the newly dubbed Heliosphera, Calypso refined messaging for use in the company’s marketing collateral, created a new tagline, designed a corporate logo, and wrote a graphics standards manual detailing the proper use of the branding elements for multiple purposes and across any medium. The resulting brand identity of Heliosphera is unique in its messaging, its global appeal across divergent international audiences, and its look.