World Grain - October 2011 - (Page 68)

BIOFUELS QUARTERLY Title Marketing A s the U.S. ethanol industry struggles with an uncertain political climate, a down economy and bankruptcies/ mergers, it’s looking to improve the renewable fuel’s image domestically and abroad. A major part of the industry’s marketing focus is a six-year expansive partnership with NASCAR that includes Growth Energy, the National Corn Growers Association and more than 100 other entities. But there’s also an increasing push for commercialization of cellulose ethanol, which leaders say will broaden the industry’s political base and draw in environmental supporters. “When this industry continues to grow and evolve, we’re going to have to have more vehicles capable of utilizing higher ethanol blends, we’re going to have to have infrastructure capable of moving those higher level blends to the market, and for the sake of the continued growth of this industry, we’re going to have to have cellulose ethanol commercialized. That’s just the bottom line,” said Bob Dinneen, president and chief executive officer (CEO) of the Renewable Fuels Association (RFA) during the International Fuel Ethanol Workshop and Expo (FEW) by Susan Reidy U.S. ethanol industry partners with NASCAR, pushes cellulose to improve public image this June in Indianapolis, Indiana, U.S. “Everybody needs to be a part of this fight; I need you to make the magic again.” NASCAR AND E15 American Ethanol, the umbrella name used to represent the entities in the partnership, first announced its agreement with NASCAR in December 2010. It includes support of drivers, teams and tracks with marketing, promotional activities, advertising and a season-long weekly contingency award. NASCAR is using Sunoco Green E15, a 15% ethanol blend fuel, in its major national series. NASCAR was the right choice for a partnership because it October 2011 / World Grain / (Above) American Ethanol has entered a six-year, multifaceted agreement with NASCAR. Photo by Chuck Zimmerman, AgWired. 68

Table of Contents for the Digital Edition of World Grain - October 2011

World Grain - October 2011
Grain’s influence on global population trends
News review
Focus on Turkey
In it for the long haul
Deregulation shapes shipping market in Australia
Port developments
News Roundup
Thai rice plan controversial
A growing force in corn
Is biotech blooming in Europe?
A battle for China
Marketing maneuvers
Biofuels News Review
A new imaging method for millers
U.S. soy crushers face challenges
IAOM Eurasia
Flour trade prospects improve
Ridding your facility of rodents
Intersystems expanding Omaha facility
OCRIM school educates millers from around the world
Perten Instruments acquires TexVol Instruments
Food Protection Alliance names Schmitz as director
SternMaid to participate in Food Ingredients Europe
Insta-Pro International names Latin American sales manager
Alltech realigns leadership team
Advertiser Index

World Grain - October 2011