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Meet Noel Carroll of Biofriendly in Pasadena

Today we’d like to introduce you to Noel Carroll.

Driven to reduce the world’s ever-increasing problem of air pollution, Biofriendly was founded by three Australian brothers, inventors and businessmen. With the help of a team of world-class scientists and engineers, they developed Green Plus® fuel enhancer. Since its invention and development, Green Plus has been proven to significantly reduce CO2, NOx, carbon monoxide, particulate matter and sulfur-based emissions— and is now being used by many of the largest oil companies in the world in order to exceed ever-tightening emissions regulations. Fast forward to today where Biofriendly continues to thrive under a newly appointed leadership team led by CEO Noel Carroll, who comes to the business from the entertainment industry. Carroll believes that as the planet continues to move away from fossil fuels, Biofriendly can take their passion for the environment a step further into the green space by producing educational media and entertainment. That’s when Carroll created Biofriendly Planet, an online e-magazine and flourishing environmental media source that seeks to reach those people around the world who have turned away from green thinking due to the often doom and gloom message.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Like the journey of most small businesses, ours had many twists, turns and bumps in the road. To start with, it is easy to state that you have invented a product that reduces greenhouse gases by 7% or more, but to gain adoption, you need to prove it. For this reason, the company’s founders had to personally invest or raise over $20 million just for testing and market establishment. Even after the product had been proven with more government and lab certified testing than any other product of its kind, a larger competitor in the Texas Low Emission diesel market used shady business tactics to remove Biofriendly’s EPA registrations, effectively removing the company’s ability to make any sales in the United States. This was followed by thousands of hours of heavily scrutinized testing done for the US EPA (by Southwest Research Institute, the world’s foremost vehicle emissions laboratory). This test and the EPA’s exhaustive (2 years) review resulted in the validation of Green Plus, nearly a dozen new product registrations, and Biofriendly’s reentry into the green additive market. Since that day, Biofriendly has grown into the foremost green additive company in the world, treating over 11 billion gallons of fuel and preventing over 8 million tons of CO2 from entering the atmosphere.

Please tell us about Biofriendly.
Biofriendly is in the business of energy transition both in practice and in education. We are known as the world’s first and only Energy Transition Fuel, certified by the United Nations (CIFAL and UNITAR) with an Eco-Label that aligns with the Sustainable Development Goals (SDGs) for our additive Green Plus. What sets us apart from others is that we are more than just a green fuels company. We are a company about the environment and across-the-board sustainability as laid out in the UN’s SDGs. With that in mind, we have built an approachable, safe way to learn more about the environment with our network, Biofriendly Planet. Through our online content and our weekly series, The Biofriendly Podcast, we seek out those that have felt chastened by the green community and currently believe an eco-friendly lifestyle is out of reach—only to present a fun and welcoming alternative. Our followers and subscribers continue to reach out and say they never knew going green could be this painless!

If you had to go back in time and start over, would you have done anything differently?
The easy answer is nothing because I really like where life has taken me and the choices made (good and bad) led me to this point. However, that answer probably kills the spirit of the question so… If I knew then what I know now, I would have risked more. Rare is the young person who realizes that failure is a gift and embarrassment is a hoax. When you can live in a one bedroom apartment with three friends and a tower of noodles, pizza and burgers for sustenance, risk is not the same as what it becomes when children, elderly parents and employees are all relying on your careful decision making. So THAT is the time to aim high, swing for the fences, shoot for the stars and [insert every other relevant idiom here]. This is also the time when grown-ups will forgive your mistakes for youth, so it is your best chance to try the things that scare you. I would live by the rule that to be great, you must be willing to be truly terrible… and then learn from it.

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