The Center for Green Market Activation (GMA) and the Singapore Sustainable Aviation Fuel Company (SAFCo) have recently teamed up with GenZero on the Steering Committee. This collaboration comes as Amazon, Bain & Company, and Temasek Trust have also joined the industry alliance. The purpose of this alliance is to bolster credible demand for sustainable aviation fuel (SAF). Overall, the alliance is growing steadily, with an increasing number of participants showing support for this initiative.