E85 on Tour
November 1, 2007
BY Robert White
On Aug. 23, 2007, Louisiana christened its first E85 retail location in the city of Sulphur. In the following weeks, stations opened in Arizona, Iowa, Kansas and other states. Why are these locations important? The Ethanol Promotion and Information Council (EPIC) views them as critical outposts to the growing success of America's flexible fuel. In the words of Star Trek's William Shatner, we plan to boldly go where no E85 has gone before.
In the July issue of EPM, we spoke of our targeted efforts to increase the awareness and availability of E85 throughout the nation. Four months later, it is very encouraging to see retailers beginning to meet the demands of consumers by offering E85. There is still much work to be done, but every station is a tribute to the entire E85 movement.
In 2003, fewer than 200 stations were selling E85. The ethanol industry's concerted efforts have since resulted in a 500 percent increase. While it is important to open new markets to E10, the significant growth and long-term future of the industry currently lies with E85.
EPIC is reaching out to retailers in traditional ways, as well as breaking the norm. We are advertising in petroleum marketer magazines and online. We want any retailer interested in offering ethanol-enriched fuels to know that our Web site is the place to visit and our staff has the experts that can assist them in their endeavor.
There is positive news on the horizon. With Underwriter Laboratories Inc. developing testing procedures for dispensers, the number of stations selling E85 will increase significantly in 2008. The industry has the supply to meet the demand, and availability continues to increase throughout the United States.
EPIC's campaign to advance America's flexible fuel has been a significant undertaking. We neither developed a thick skin, nor expected to be greeted with great fanfare at every market along the way. However, as Woodrow Wilson said, "The man who is swimming against the stream knows the strength of it."
Our grassroots efforts have been effective. Consumers are more aware of E85 and want to make a difference on energy security, the economy and the environment. We will continue our efforts to either co-brand or re-brand the E85 logo with the "e"-based logo throughout the market. Our partnerships with fuel retailers and automakers have paid tremendous dividends, and will continue to do so. We look forward to continued alliances with these critical partners.
Our partnership with General Motors on the E85 Days of Summer is a shining example of the success of our campaign. EPIC helped create a forum of discussion and education for car dealerships, the media and the general public. The tour kicked off in Houston and made stops in seven other cities across the country. It offered a variety of activities including a pump promotion, local media editorial board forum, educational forums and dealership training.
This is a critical time to invest not only in the movement, but in the promotion of all aspects of your product. The only outlet where the industry maintains full control is the marketing of E85. Ask yourself, why are the blenders and majors reaping the financial rewards? We will continue to seek alliances with retailers that benefit the industry.
In our travels, we find that when presented with the facts about E85, consumers and businesses are extremely receptive. It is a cleaner-burning, high-performance fuel that can play a prominent role in reducing our dependence on foreign oil. As they say in real estate, it's all about location, location, location. The support of our members and partners has been tremendous. We look forward to the continued success of our campaign.
Robert White is the director of operations of the Ethanol Promotion and Information Council (EPIC). Reach him at rwhite@EPICinfo.org or (402) 932-0567.
In the July issue of EPM, we spoke of our targeted efforts to increase the awareness and availability of E85 throughout the nation. Four months later, it is very encouraging to see retailers beginning to meet the demands of consumers by offering E85. There is still much work to be done, but every station is a tribute to the entire E85 movement.
In 2003, fewer than 200 stations were selling E85. The ethanol industry's concerted efforts have since resulted in a 500 percent increase. While it is important to open new markets to E10, the significant growth and long-term future of the industry currently lies with E85.
EPIC is reaching out to retailers in traditional ways, as well as breaking the norm. We are advertising in petroleum marketer magazines and online. We want any retailer interested in offering ethanol-enriched fuels to know that our Web site is the place to visit and our staff has the experts that can assist them in their endeavor.
There is positive news on the horizon. With Underwriter Laboratories Inc. developing testing procedures for dispensers, the number of stations selling E85 will increase significantly in 2008. The industry has the supply to meet the demand, and availability continues to increase throughout the United States.
EPIC's campaign to advance America's flexible fuel has been a significant undertaking. We neither developed a thick skin, nor expected to be greeted with great fanfare at every market along the way. However, as Woodrow Wilson said, "The man who is swimming against the stream knows the strength of it."
Our grassroots efforts have been effective. Consumers are more aware of E85 and want to make a difference on energy security, the economy and the environment. We will continue our efforts to either co-brand or re-brand the E85 logo with the "e"-based logo throughout the market. Our partnerships with fuel retailers and automakers have paid tremendous dividends, and will continue to do so. We look forward to continued alliances with these critical partners.
Our partnership with General Motors on the E85 Days of Summer is a shining example of the success of our campaign. EPIC helped create a forum of discussion and education for car dealerships, the media and the general public. The tour kicked off in Houston and made stops in seven other cities across the country. It offered a variety of activities including a pump promotion, local media editorial board forum, educational forums and dealership training.
This is a critical time to invest not only in the movement, but in the promotion of all aspects of your product. The only outlet where the industry maintains full control is the marketing of E85. Ask yourself, why are the blenders and majors reaping the financial rewards? We will continue to seek alliances with retailers that benefit the industry.
In our travels, we find that when presented with the facts about E85, consumers and businesses are extremely receptive. It is a cleaner-burning, high-performance fuel that can play a prominent role in reducing our dependence on foreign oil. As they say in real estate, it's all about location, location, location. The support of our members and partners has been tremendous. We look forward to the continued success of our campaign.
Robert White is the director of operations of the Ethanol Promotion and Information Council (EPIC). Reach him at rwhite@EPICinfo.org or (402) 932-0567.
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