The United Kingdom’s BP was the first Big Oil company to try to go greener with its “Beyond Petroleum” campaign in the beginning of this century, but the effort failed. BP was inexperienced in wind power and the technology had yet to prove itself profitable. The 2010 Deepwater Horizon disaster in the Gulf of Mexico put to stop anything that was left of the branding effort.

Now, rather than try to build much more of its own renewable power, BP has focused on investing in startups developing clean energy technologies and reducing its greenhouse gas emissions.

Not there

While renewable power is quickly growing worldwide, it’s not feasible to abruptly shift everything to wind and solar energy, said Cindy Yeilding, BP America senior vice president. The aim is instead to embrace the Paris climate goals and support renewables while working to rapidly cut the emissions from oil, gas and refined fuels, she said.

“We really want to be producing energy from sunshine, rainbows and unicorns right now, but we’re not there,” she said. “We continue to focus on the here and now while we build our portfolio for the energy transition.”

The full version of this article first appeared on the Houston Chronicle – an Energy Voice content partner. For more from the Houston Chronicle click here.