Delivering ‘Big League’
by Emily Skor (Growth Energy/Ethanol Producer Magazine) … While we haven’t yet achieved Reid vapor pressure (RVP) parity for E15 and higher blends, we made dramatic headway by broadening our base of supporters and positioning retailers as the new face of the RVP fight. This novel approach opened fresh avenues of collaboration with parties who were previously uncooperative or obstructive toward ethanol. We now have the momentum, and we have an EPA administrator who has pledged in writing to give RVP due consideration.
Our efforts with retailers to expand market access and consumer demand for higher blends was equally important to the policy fight. Through our work with Prime the Pump, we doubled the number of gas stations selling E15, which can now be found at nearly 1,200 stations across 29 states.
Selecting E15, E30 or E85 is a behavior change, and driving consumer demand is critical to delivering more sales of higher blends. We’re collaborating with retailers to identify the most important and persuasive E15 attributes to consumers so we can optimize the branding and marketing of the fuel, combining consumer research with in-market testing and experience.
We must continue to work every day to educate the administration on the importance of global trade and our need for U.S. government intervention to both open new markets and help eliminate recently erected trade barriers. We must also work toward strong 2019 RVOs that keep moving America forward. And Growth Energy has already begun working on our strategy around the RFS reset provision that looms on the horizon.
We’ll continue to lead on E15 development, exploring every opportunity to secure an RVP waiver and bring more retailers into the E15 fold, while also engaging consumers on the benefits of higher biofuel blends. We will validate engine performance through our NASCAR, Richard Childress Racing, American Ethanol Performance Team, and engine performance education initiatives. And we will continue our pan-industry collaboration to move the auto industry toward an E30 certification fuel. READ MORE