Alaska Airlines invites guests to understand and address their emissions by supporting the growth of sustainable aviation fuel

November 16, 2023

Alaska Airlines partners with leading climate tech company CHOOOSE

Alaska Airlines announced a partnership with climate tech company CHOOOSE™ to empower customers to estimate, understand, and address their travel-related carbon emissions by supporting climate solutions, such as sustainable aviation fuel (SAF) and certified climate projects.

Through this partnership, Alaska invites their guests to join them on their multi-faceted “EverGreen journey,” where their goal is to reach net-zero carbon emissions by 2040. An embedded carbon web application enables Alaska Airlines customers to understand the emissions generated by their own prior or upcoming travel. CHOOOSE technology automatically estimates the flight’s CO2 emissions and allows individuals to voluntarily take action by supporting climate solutions in an amount based on the carbon footprints of their flights. Using CHOOOSE-powered software solutions, Alaska is making it easier than ever for guests to access and support climate solutions like sustainable aviation fuel and nature-based projects in geographies where the airline flies.

In particular, SAF is critical for decarbonizing aviation in the short- and medium-term. SAF has lower net carbon lifecycle emissions than conventional jet fuels, and depending on the feedstock and processing steps, it has the potential to reduce the carbon intensity of flying by 80%. However, the SAF market is small today—there is still not enough of it to support the industry’s operational needs. When customers purchase SAF environmental attributes through this partnership, they are contributing to the investment, development, and growth of the sustainable aviation fuel market.

“We know that reaching our sustainability goals–including net-zero carbon emissions by 2040–will require investment and action on all fronts, and that sustainable aviation fuel presents our best opportunity to take a leap forward on this journey,” said Diana Birkett Rakow, Senior Vice President, Public Affairs and Sustainability at Alaska Airlines. “But today, there isn’t enough SAF to meet demand – and we need to bring its cost down by creating scale. That’s why, in addition to purchasing and using SAF, building partnerships, and advocating for public policy support, we’re inviting our guests to join us – to learn more about SAF, to invest in its development, and to help us grow supply for the future. We are grateful to partner with a creative innovator like CHOOOSE to make this possible – and we look forward to building on this platform.”
“At CHOOOSE, we are proud to support Alaska Airlines in their continued efforts to advance SAF in the aviation industry. SAF is a crucial part of the airline’s immediate and long-term strategy to reduce the impact on the environment, which also includes improving operating efficiency, fleet modernization, new technology, high-quality carbon removals, waste reduction, and local ecosystems protection,” said Andreas Slettvoll, CEO at CHOOOSE. “We are honored to join Alaska Airlines on their decarbonization journey by providing insights into their travelers’ carbon footprints, encouraging carbon-informed decisions, and providing direct access to SAF.”

CHOOOSE is excited to continue to work with Alaska to help make carbon awareness and climate action even more accessible to more people by embedding opportunities for learning and action into a wide range of customer touchpoints.

To learn how you can launch a carbon program that supports the growth of SAF, reach out to CHOOOSE.

About Alaska Airlines

Alaska Airlines and our regional partners serve more than 120 destinations across the United States, Belize, Canada, Costa Rica, and Mexico with new service to the Bahamas and Guatemala beginning in December. We strive to be the most caring airline with award-winning customer service and an industry-leading loyalty program. As a member of the oneworld alliance, and with our additional global partners, our guests can travel to more than 1,000 destinations on more than 25 airlines while earning and redeeming miles on flights to locations around the world. Learn more about Alaska at and follow @alaskaairnews for news and stories. Alaska Airlines and Horizon Air are subsidiaries of Alaska Air Group.


CHOOOSE delivers the leading Software-as-a-Service (SaaS) platform that enables both individuals and organizations to understand their carbon footprint, make carbon-informed decisions, and support trusted climate solutions around the world. Enterprise partners in sectors including aviation, travel, and logistics deploy CHOOOSE to build, manage, and report on carbon programs. Learn more at