Branding Program Gains Momentum

Cindy Zimmerman

EPIC booth The ethanol industry is making progress towards the goal of helping consumers readily identify ethanol-enhanced fuel at the pump no matter where they are in the country.

Seven states – Kansas, Michigan, Illinois, South Dakota, Nebraska, Arkansas and Ohio – have now officially approved labels that incorporate the “e” brand to mark pumps that dispense E10, or ten percent ethanol fuel, according to the Ethanol Promotion and Information Council or EPIC.

At the 2007 Commodity Classic in Tampa, Florida this week, EPIC Director of Operations Robert White said the ethanol branding program has benefits for everyone, including individual retailers who in many cases are making less than a penny a gallon on gasoline sales.

“This is something that’s free to them – the labels, the shipping, point of sale materials and our national program – all tie consumers back to their individual station and their individual pumps,” White said.

White says EPIC is already working with another 25 states and hope to have at least half by the end of the year.

Commodity Classic, EPIC, Ethanol, News