An industry rebranding couldn’t come fast enough for Cody Battershill, founder of the Canada Action Coalition, a non-profit group that advocates for a more informed conversation about natural resources.
He said the industry lost control of its brand during the past decade by allowing the anti-fossil-fuel lobby to misrepresent what it does.
The result is that the Canadian sector is in survival model and does not get any recognition for its technological advances when “we should be thriving as the world’s greenest oil and the world’s most socially responsible oil,” Battershill said. “Fair-trade energy is what I like to call it. The entire supply chain is fair trade.”