Despite the uncertainty caused by the global pandemic, 2021 has proved to be a seminal year for GENERATE. Established to showcase and profile the region’s energy capabilities and investment opportunities, GENERATE was publicly launched in September 2021 with the strategic aim to attract investment, create sustainable jobs and realise the energy opportunity in our region.


Let’s take a look at the milestones achieved by GENERATE during its first year:

Cohesive energy messages
GENERATE’s foundations were set early in the year with the development of a cohesive messaging matrix. A priority action of the Norfolk and Suffolk All Energy Industry Council (AEIC), the document was compiled by GENERATE and contains a set of positive messages backed by supporting statistics on the significance, scale and opportunities of our region’s energy sector. The document can be used by Norfolk and Suffolk’s energy community to present a unified, compelling and cohesive message to stakeholders, customers, government departments and potential investors.

The Energy Prospectus
The next piece of work to roll off the presses was the GENERATE Energy Prospectus. Developed through extensive consultation with the AEIC, the inward investment document showcases Norfolk and Suffolk’s rich array of energy sector opportunities, from Southern North Sea gas and offshore wind to onshore renewables, hydrogen and nuclear power.
Coupled with in-depth profiles of the support available for workforce development, innovation and Enterprise Zone developments, the GENERATE Energy Prospectus provides inward investors with a professional and informative insight into the UK’s clean growth region, available in both online and hard copy format.

Focus on Great Yarmouth and Lowestoft
Building on the prospectus, GENERATE published two further supporting documents focussing on Great Yarmouth’s plans for a new Operations & Maintenance Campus and Lowestoft’s vision for PowerPark, and the Lowestoft Eastern Energy Facility (ABP LEEF).
This stable of documents has been used extensively at energy sector events nationally and locally, and all are available to download at www.generate-energy.co.uk/downloads

Building a virtual profile
With many traditional events suffering postponement or moved to virtual delivery, it was important to build GENERATE’s online and social media profiles in 2021. The GENERATE website went live in August and contains energy content and key facts, creating a strong narrative to support investment and growth.
GENERATE’s social media activity has ramped up over the same period, with three short videos commissioned showcasing Norfolk & Suffolk’s energy ecosystem and describing the transition from the East of England Energy Zone to GENERATE.

GENERATE goes global
September 2021 saw the welcome return of in-person business gatherings, presenting a long-awaited opportunity to ‘road test’ GENERATE at a live event. Working closely with EEEGR, GENERATE profiled the East of England’s offshore wind sector at Renewable UK’s flagship Global Offshore Wind event in London, presenting a cohesive and unified offshore wind region to an audience of 3,500 wind professionals and 120 exhibitors.
During the show, GENERATE hosted project presentations from developers Orsted, RWE, ScottishPower Renewables, Vattenfall and Equinor.

Embedding GENERATE
The long-term value and success of GENERATE relies heavily on support from stakeholders in the East, including high-profile publications like Insight Energy.
To embed GENERATE regionally, we’ve embarked upon a programme of communications and public relations including an Eastern Daily Press and East Anglian Daily Times newspaper takeover during UK Wind Week in October.
This included the publication of six full-page articles focussing on energy skills, supply chain, offshore wind innovation and Enterprise Zone investment opportunities.

US export concludes 2021
Building on an 18-month programme of developing export opportunities with US counterparts, in December GENERATE hosted a supply chain seminar and trade delegation from Virginia Beach.
During the seminar, New Anglia LEP and Virginia Beach signed a Memorandum of Understanding covering areas of future collaboration in offshore wind, digital technologies and agri-foods.

Looking forward to 2022
As we settle into 2022, GENERATE looks forward to delivering a comprehensive programme of promotional activity at home and abroad, consolidating the East of England position and powering the energy transition.

East of England to go global
GENERATE is making big plans to showcase the East of England’s offshore wind supply chain capability and investment opportunities at Renewable UK’s flagship event, Global Offshore Wind 2022.
Widely recognised as a ‘must attend’ event in the European offshore wind calendar, Global Offshore Wind attracts 4,000 offshore wind professionals and 170 exhibitors from 40 countries. It takes place in Manchester on June 21-22, 2022.
Working with EEEGR, GENERATE is offering supply chain businesses and service providers a unique opportunity to join the GENERATE stand as co-exhibitors. Located at the heart of the exhibition, the stand will sit alongside key industry players including Orsted, RWE, BP, SSE, Vestas, Siemens Gamesa, Equinor and many more.
Why go it alone when you can go with GENERATE?
Exhibiting at international events is expensive, time-consuming and often daunting. Exhibiting with GENERATE enables your business to becomes part of something bigger, increasing visibility while removing many of the hassles of exhibiting.
The benefits include:
• Individual company-branded display pod with integrated screen, literature rack and access to storage.
• Stand management and enquiry service, freeing you up to meet with clients during the show.
• Participation in daily stand networking receptions – invite existing and potential clients along.
• Use of stand presentation area to launch new product offerings and make company announcements.
• Benefit from VIP, international delegations and ministerial visits to the East of England stand.
• Inclusion in show catalogue and East of England promotional materials and pre-event marketing.
• Convenience – arrive on the day, your pod will be ready and you don’t have to take it down at the end.
• One-off cost including pod design, artwork, freight of materials, set-up/breakdown.
To find out more about this unique offer contact Ian Pease by email on ian.pease@suffolk.gov.uk or call 07526 200538, or email Sara Rushworth on sara.rushworth@great-yarmouth.gov.uk