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Ethanol leaders consider push to label E15 as Unleaded 88

The ethanol industry is considering a significant change to what they want consumers to see at the pump.

During the American Coalition for Ethanol conference in Minneapolis, ACE senior vice president Ron Lamberty says stakeholders looked at the pros and cons of a more uniform approach to labeling E15 as Unleaded 88.

“Two of the big chains in the U.S., and Kum & Go is another big one, but Unleaded 88 is working with some of these big guys.  And that’s what we’re advising people.”

The 88-octane unleaded fuel is blended with 15 percent ethanol.

Speaking to Brownfield at the conference, Lamberty says ACE is focused on helping marketers sell as much product as possible.

“In some markets, that might be calling it ethanol.  But in most markets, that means that you’re going to have to call it whatever consumers will buy.”

And he says consumers are showing a preference for Unleaded 88 at the pump.

“We make ethanol.  It’s a quality product that has a lot of benefits.  Choose the ones you want to promote to your customers, you know (them) better than we do.  And we’ll get in line behind you.  We just want to sell more of it.”