NASRC sees video as a means to gain consumer support for California incentive program for natural refrigeration.
As the California legislature nears a vote on its 2019-2020 budget, which is not expected to include funding for refrigeration system incentives, the North American Sustainable Refrigeration Council (NASRC) is seeking funding of its own for a video that would publicize the importance of natural refrigeration.
“Incentive programs have the power to fast track the adoption of climate-friendly low-GWP refrigerants and more effectively accomplish state emissions reduction goals, but these programs need broader public support to get the funding they need,” NASRC said in a statement. NASRC is a 501c3 nonprofit focused on eliminating the barriers preventing the adoption of natural refrigerants in supermarkets.
To gain that support, NASRC intends to make a 60-second animated educational video designed to raise consumer awareness about natural refrigerants and their environmental impacts. The video, followed by subsequent projects, is part of the group’s “Naturally Cool” public outreach initiative.
“California constituents can’t push for the incentive program to receive funding if they have never been exposed to this topic, and as a result don’t understand the need,” said Danielle Wright, executive director of NASRC. “A simple resource to help folks understand the importance of this issue is a critical step towards establishing a well-funded and impactful incentive program.
“If done right, a video can be entertaining, educational, and easy to share,” added Wright. “It is the best form of media to get our message out to the broadest audience.” The video will be hosted on NASRC.org, and YouTube, and promoted via social media. It will also be made available for educational purposes.
The group has launched a GoFundMe fundraiser to finance creation of the video; tax-deductible contributions can be made here through June 25.
“"A simple resource to help folks understand the importance of this issue is a critical step towards establishing a well-funded and impactful incentive program."
– Danielle Wright, NASRC
In 2018, the California Cooling Act established an incentive program to help offset the cost premiums of low-GWP refrigerant technologies.However, despite support from the supermarket community, the incentive program has so far not been funded in the state’s proposed 2019-20 budget. NASRC believes that is due, in part, to a lack of public pressure.
The California budget, which may be finalized this week, goes into effect when they new fiscal year starts on July 1. “There is a potential for the state to reallocate funding to the program before finalizing the budget,” said Morgan Smith, manager of programs and operations for NASRC. “Though we aren’t giving up hope, we’ve heard that our efforts at this point will likely be rolled into getting the program funded next year.”
“Even the senators who are championing this cause are telling us it won’t happen this year,” said Wright.