It will be called Virgin Fuel, yes! It's not ethanol-based as such, but it'll be a clean fuel. And if we've got it right, it could be a very important breakthrough. We think this fuel will work in cars and trucks and trains within a year. And we're hoping that it might work in commercial jet engines within five years, possibly sooner. So it will be able to work in Virgin Atlantic planes one day.

But it's not just that we thought we should do this to try to save the world and the thousands of species that could die if we don't do it. Unless you can generate cash, it's not going to be successful. With oil prices above $70 a barrel, people want to save on the cost of fuel, and so alternative fuels suddenly make business sense.