Have you ever wondered where used cooking oil ends up after Hong Kong’s restaurants dispose of the grimy by-product at the end of a day’s service? Well, one company in Hong Kong has established an entire business model around the estimated 20 million kilograms of used cooking oil available across the territory each year.

In November, Ketchum partnered with ASB Biodiesel to launch construction of what will become Hong Kong’s largest biodiesel production facility. When it commences full operation in 2013, the plant will be capable of producing 100,000 tons of premium biodiesel per annum which can used to power the motorcars on our roads.

In the meantime, ASB is busy making nearly 5,000 visits each month to over a thousand Hong Kong restaurants, ranging from large chains like Maxim’s to smaller noodle and dumpling shops.

Ketchum worked with ASB to use the occasion to not only announce the start of construction, but to further two core business priorities. While used cooking oil is plentiful across the territory, restaurants are faced with two issues – inconsistency and reliability in the pick-up of their oil and uncertainty of where the oil will eventually end up. It’s rumored that some eventually finds its way into the food supply in Mainland China. On the distribution side, Hong Kong lags behind many markets in regulations mandating diesel producers to blend a percentage of their product with biodiesel to help reduce emissions.

Over the course of several media briefings and on-air interviews, ASB delivered strong messaging to position itself as a partner to restaurants with the assurance that their oil is collected reliably and will contribute positively to the environment. To prod the government into greater action, ASB highlighted direct actions that will help foster a new industry that will deliver on commitments to reduce roadside pollution levels.

In addition to ASB Biodiesel, Ketchum’s energy practice in Greater China continues to serve some of the largest oil and gas producers in the world. The practice focuses on media and stakeholder analysis, media relations strategy and issues and crisis counsel.