On Tuesday in a live link up from its stand at the CV Show in Birmingham, GreenChem founder and Managing Director Teun de Bruijn initiated AdBlue production at the Mold, North Wales, production plant of Dynea, GreenChem's exclusive global supply partner.

"Having a British production source of AdBlue will give us a marketing edge", said Mr de Bruijn. "This is a complex product and supplying it in tip top condition from a local plant will help us ensure truck and bus customers across the UK can be certain of the highest quality standards and ease of supply".

Mr de Bruijn said that there was an increasing acceptance of SCR technology across Europe, with even Scania (which for Euro 4 has backed the rival EGR route which does not require AdBlue) supplying increasing numbers of SCR Euro 5-equipped vehicles.

"Its clear that many European operators are choosing to skip Euro 4 altogether and go to Euro 5 and there the only available engines all utilise SCR technology and, of course, AdBlue", he said.

GreenChem's UK Managing Director Chris Haynes added: "At last we are seeing an end in Britain to what I can only call 'anti-AdBlue bigotry' and, as truck makers run down stocks of Euro 3 vehicles, we are moving to a more mature appreciation of the role of our product.

"We're hard at work developing supplies to a large number of TruckStops across the UK and we plan to have 30 up and running this year, in addition to our 40 dealer supply points.

"The first of these TruckStops - the giant Key Fuels site at Crawley Crossing - dispensed its first product to an operator this month", said Mr Haynes.

Mr de Bruijn summarised the position of AdBlue across Europe. He said that misconceptions there about the product were also fast disappearing, particularly where operators had taken delivery of SCR-equipped Euro 4 and 5 engined vehicles.

"As operators realise that filling the AdBlue tank is not complicated or required very often, that supplies are fast becoming easier to find and - in particular - that there are significant fuel cost savings to enjoy from the new SCR power units, they are recognising that there is nothing to fear from AdBlue", he said.

GreenChem has over 150 filling points in operation across Europe, with a further 100 in preparation, Mr de Bruijn revealed. These form part of its plans for a Continent-wide extended dealer network with 1,500 supply points, which will confirm the company's leading position in the marketplace as a supplier. All of these points support GreenChem's BlueCard scheme.

These outlets are in addition to the supply facilities it is providing for vehicle makers and truck and bus fleets in their own premises.

GreenChem is the 'first fill' supplier to both the DAF Trucks assembly plant in Eindhoven, The Netherlands, and to Leyland Trucks in the UK, meaning that all new Euro 4 and 5 DAFs have GreenChem AdBlue in their tanks when delivered. Both the Eindhoven and Leyland plants have 20,000 litre supply facilities holding AdBlue.

In addition to delivering AdBlue for new DAF Trucks, GreenChem is also supplying DAF's TRP aftermarket programme with AdBlue. Further development of its relationship with DAF is anticipated, with GreenChem supplying DAF dealers and customers across Europe with more AdBlue storage systems.

Mr De Bruijn went on to say that significant new AdBlue markets were developing in such locations as the Far East, Australia, the United States and other countries like Brazil.

Because of GreenChem's alliance with Dynea - one of the world's leading chemical companies - it is able to provide AdBlue supplies wherever they are required.

"Our position in these new world markets will therefore be very strong and will be a base for some cooperation with some other parties as well.

"Though our focus is and will remain the European market, we are already supporting trial projects in a number of other world markets", said Mr de Bruijn.

Mr de Brujjn pointed out that GreenChem is the only AdBlue supplier 100% dedicated to the new product. He believes that the company will remain at the forefront of supply since the major oil companies are adopting a largely passive attitude to AdBlue - providing forecourt supplies in some cases but declining to get involved in mass marketing or distribution, despite the fact that the Adblue market is set to grow and develop.