John Paul DeJoria assumes the role of executive producer of FUEL, the 2008 Sundance Audience Award winning documentary directed by environmentalist Josh Tickell which investigates the replacement of fossil fuels with renewable energy. FUEL is an insightful portrait of America’s addiction to oil and an uplifting testament to the immediacy of new energy solutions. DeJoria appears in the film alongside Julia Roberts, Richard Branson, Willie Nelson, Sheryl Crow and other celebs and politicos passionate about the cause. DeJoria is filmed filling the Patron train with biodiesel fuel, and discussing how corporations have a responsibility to help change the world. He also explains how biodiesel can help in this initiative while simultaneously saving money.
A firm commitment to caring for the earth influences every aspect of John Paul Mitchell Systems’ policymaking and strategy. DeJoria has been a longtime supporter of alternative energy, from utilizing solar power for the harvesting of Awapuhi at the Paul Mitchell farm in Hawaii to supporting the development of solar-powered vehicles via the Stanford Solar Car Project. “Alternative fuels are one of the most efficient answers to our nation and the world’s energy needs,” says DeJoria. “The FUEL film is a great example of just exactly how alternative energy makes sense.”
Check out FUEL debuts in Los Angeles on February 13th and in New York on March 13th; FUEL will be playing at limited theatres nationwide; for a complete list of theatres, visit www.thefuelfilm.com.