A recent study by Accenture (a global management consulting, technology services and outsourcing company) says that “the creation of a global biofuels industry will be much more difficult to achieve than originally thought”. The study entitled, “Biofuels' time of transition: Achieving high performance in a world of increasing fuel diversity", predicts that biofuels will eventually account for 10% to 15% of the future global energy mix, but getting there will be difficult, “reflecting the challenges involved in creating full-scale markets in biofuels feedstock, production, transport and distribution”. The study identifies challenges in three key areas that need to be addressed: (1) environment: the ‘food vs. fuel debate” will slow demand, and the challenge is for governments to address sustainability issues, (2) distribution: tough decisions will have to be made regarding “storing, blending and accommodating different grades of biofuels”, (3) infrastructure investment: the challenge is to justify the massive up-front infrastructure investment to support large scale biofuel operations/trading, “when the ultimate returns and size of the market are uncertain”. Among the findings of the study are: (1) second generation biofuels (i.e. cellulose ethanol) will be used in tandem with first generation biofuels (i.e. corn or cane ethanol) for a number of years, (2) “the fragmented "patchwork" of local-market regulations across the world is helping to drive a shift away from a global and super-efficient petroleum market, to a fuels market with fragmented pools of supply and demand and varying mixes of fuels”..