Pioneering the future of SAF: Alaska Airlines leads first-of-its-kind integration of SAFc Registry and Chooose

Widespread use of sustainable aviation fuel (SAF), also known as alternative jet fuel, is essential to decarbonizing aviation, but lack of supply, fragmented regulations and incentives, and complexities around accessibility challenge its scaling. Participants in the SAF value chain — producers, airlines, and corporate and cargo buyers of scope 3 attributes — need reliable systems around their book and claim transactions to ensure trust and transparency alongside automation and scalability.

To address this, the SAFc Registry and Chooose have developed a platform integration to streamline the way SAF environmental attribute transactions are managed, documented, and verified. Alaska Airlines, the fifth largest U.S. airline, is the first to leverage this integration, enabling Alaska to scale transactions and position customers to more confidently engage in climate action.

This collaboration marks an industry first: the integration of a SAF registry with software to manage environmental attributes. Alaska Airlines is leading the way by leveraging this end-to-end solution, simplifying how SAF environmental attribute transactions are utilized at scale while enhancing reliability, efficiency, and accessibility.

Why this partnership matters

As SAF demand grows, robust book and claim systems are essential for verification and widespread adoption. This integration represents a meaningful step toward scalable software interoperability, with the SAFc Registry playing a key role in advancing these efforts. By eliminating silos that make SAF environmental attribute tracking and retirement complex and time-consuming, this collaboration enables seamless transactions across the value chain, in both corporate and consumer contexts. Each partner plays a key role:

• Chooose: Serves as a neutral participant in the SAF ecosystem, providing software that connects producers, airlines, registries, and scope 3 buyers. This enables automation, standardization, and centralization of SAF environmental attribute transactions — reducing administrative burden and increasing efficiency.
• SAFc Registry: Maintains a secure, independently verified SAF environmental attribute registry to prevent double claiming and ensure compliance.
• Alaska Airlines: Strengthens SAF environmental attribute transaction integrity by upholding the chain of custody, automating certificate management, and enabling corporate customers, guests, and Alaska Airlines Mileage Plan loyalty members to participate in the SAF value chain with ease.

The impact of this collaboration

This partnership will:

• Improve transparency: Automate data synchronization across platforms, ensuring accurate, auditable, and verifiable SAF environmental attribute transactions are made with integrity.
• Simplify access: Provide user-friendly tools that reduce the complexity of purchasing, tracking, and managing SAF environmental attributes.
• Expand participation: Enable airlines, corporate and cargo buyers, and consumers to engage in SAF adoption with confidence, demonstrate demand, and support ecosystem interoperability — starting with the SAFc Registry.
• Support industry standards: Align with recognized frameworks to ensure accountability and consistency across the SAF environmental attribute market.
• Foster collaboration: Enable key players to operate more efficiently while advancing our industry’s shared decarbonization goals.

“Chooose is committed to building an open SAF ecosystem — in part by integrating with leading registries like SAFc to drive greater transparency and simpler workflows for our partners and their customers,” said Joseph Beaudin, CEO at Chooose. “This integration provides the infrastructure to connect key stakeholders across the value chain. Alaska Airlines — a frontrunner in SAF adoption — embracing this integration is demonstrative of their leadership in the industry as well as the role interoperability plays in airline SAF programs.”

“Scaling the adoption of sustainable aviation fuel certificates requires trust, transparency, and seamless transactions across the value chain,” said Bryan Fisher, Managing Director at RMI. “This integration with Chooose represents a major step forward in ensuring that SAF environmental attributes are transferred, verified, and retired with integrity. By making these transactions more efficient and accessible, we are laying the foundation for broader industry adoption and helping accelerate the market for sustainable aviation fuel.”

“Sustainable aviation fuel is the most efficient lever to meaningfully lessen our carbon emissions, and we are delighted to partner with the SAFc Registry and Chooose to simplify access and accountability for our customers who share our commitment to do business more sustainably,” said Ryan Spies, Managing Director of Sustainability at Alaska Airlines.

Looking ahead

By delivering practical solutions that simplify SAF environmental attribute transactions, expand market access, and ensure compliance, partnerships like these help bridge upstream participants (such as SAF producers and suppliers) with downstream stakeholders (including airlines, cargo operators, corporate buyers, and their customers). Partnerships also play a role in supporting ecosystem integrity by enabling collaboration with key oversight bodies (i.e., registries and working groups).

Chooose’s role is as that of a neutral technology partner focused on scalability and interoperability within a growing, SAF attribute market, and partnerships like this position us to deliver on this position.