Fueling consumer acceptance.

[ILLUSTRATION OMITTED]

Founded a short two years ago, the Ethanol Promotion and Information Council (EPIC), Omaha, NE, has exceeded expectations within the industry.

Created by a dedicated group of ethanol manufacturers, its goal is to create a "pull" strategy for the product, to accompany the "push" that had been established by the federal government energy policy. EPIC is funded by a voluntary checkoff type program, in which its ethanol manufacturer members contribute to a general fund, based on their gallonage.

In addition, the council has members that are allied to the industry and creates special projects and events to promote the product.

"To get started, we conducted a market research study among consumers in the Witchia, KS, area two years ago," EPIC Exec Dir Tom Slunecka explains. "We wanted to see what was on their minds about ethanol, and if it was branded at the fuel pump, whether they would voluntarily purchase it."

What EPIC learned was very encouraging. "We found out the consumers' hot points about ethanol were:

* It was good for the economy because it was homegrown and less reliant on oil imports,

* It was better for the environment, and

* It was good for their vehicle.

All three points continue to form EPIC's messages.

"Our next step was to create a recognizable brand that is prominently displayed on the fuel pump so the consumer can identify the product, and select it," Slunecka says.

"In conjunction with other groups, such as state corn grower associations, we also worked with state regulatory agencies to encourage them to recognize the EPIC "e" brand logo and to promote adopting the branding of ethanol at the pump," he says. "So far, 25 states have recognized the logo and several are now requiring it."

The latest estimate is that 20,000 pumps carry the "e" brand logo. Considering 52% of all gasoline has some ethanol in it, clearly there is additional opportunity for EPIC and its supporters.

GET INVOLVED

If agri-marketers like how ethanol has impacted its customers, markets and stock price, Slunecka has some simple advice: get involved in creating further demand for the fuel.

* Make sure your fleet of vehicles are flex-fuel and can be powered by E85,

* If your organization is in the fuel business, be sure all of your stations carry E85,

* Join EPIC.

"If any ag-based organization isn't doing the three steps above," Slunecka says, "then shame on them. ethanol has been good to them, it's time for them to be good to ethanol." For more information, go to: http://www.epicinfo.org.

by the AgriMarketing editors