Nationally-syndicated radio show host Don Imus will soon be extolling the virtues of ethanol on “Imus in the Morning,” according to officials with the Ethanol Promotion and Information Council (EPIC).

Imus was named one of Time Magazine’s 25 Most Influential in America in 1997 and his morning radio program remains one of the nation’s mostly popular, especially on the East Coast where it originates.

EPIC Senior Director of Marketing Reece Nanfito says they heard Imus was talking about ethanol on his show and how he used flex-fuel vehicles on his ranch in New Mexico, and “we decided that this would be a great way to reach people with a positive message about ethanol.”

Known for his edgy and sometimes controversial style, Imus is also very environmentally-conscious, which is why he chooses to use ethanol in his vehicles, according to Nanfito.

“Imus in the Morning” will feature 60-second “live read” commercial spots for ethanol on October 3 and 4. The spots will promote ethanol as a fuel that is “good for your car, good for your country and better for the environment.”

According to Wikipedia, “Imus in the Morning” is carried by about 90 radio stations across the United States. Arbitron analysis puts the program among the most listened to radio talk shows in the United States with about 3.5 million radio listeners per week.