15 is approved for use with vehicle model year
2001 and newer — more than 90% of cars on the
road. Retailers have an enormous opportunity to
reach these fuel consumers, but they must market E15
correctly to reach the right audiences.
This summer, Growth Energy announced consumers
have purchased enough E15 to drive more than 10 billion
miles — the equivalent of driving from San Francisco to New
York City more than 3. 4 million times.
Consumers want safe fuel for their engines. E15 burns
cleaner and cooler than conventional gasoline, so it attracts
consumers. Although E15 has been in the marketplace
several years, education remains an opportunity for retailers
to draw new customers.
HOW TO MARKET 15
“Consumer education is crucial,” said Mike O’Brien, vice
president of market development at Growth Energy. “Once
consumers recognize that the fuel is good for their engine
and the air we breathe, the customer chooses E15 to refuel
every time when it is available. All of our consumer research,
analyzing E15 purchasing behavior and our test marketing
programs are bene;ting our E15 retail partners with en-
hanced sales of the product.”
In 2018, Casey’s General Stores introduced an aggressive
strategy to offer E15 at more than 500 sites during the next few
years, said Nathaniel Doddridge, director of fuels at Casey’s.
“Education is key for not just the customer, but also the
store employees,” Doddridge said. “People are always skeptical
when trying new fuels, so the more customers know, the better.
“Without one neutral party bringing ideas and information together, there is a high likelihood that E15 would not
be the success it is today.”
Education is essential on retail and consumer fronts.
Many retailers are shocked to learn they can use existing
equipment for E15 sales instead of purchasing new equipment. Kwik Trip started converting sales in spring 2017. In a
few months, the retailer had more than 300 sites selling E15.
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1801 Parrish Drive
US-Rome, Georgia 30161
phone + 1 706 314 2991
fax + 1 706 235 6035
A company of the BRUGG Group
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