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Most U.S. fuel retailers plan to label E15 as Unleaded 88

Most U.S. fuel retailers plan to label E15 as Unleaded 88.

Mike O’Brien is vice president of market development for Growth Energy.

“Unleaded 88 is the name that more than 85 percent of the retail sites in the United States selling E15 will be labeling to, likely by the end of this year.”

He tells Brownfield the push for an Unleaded 88 label came after extensive retail and consumer research.

“The term ‘ethanol’ when they’re buying it isn’t a decision factor for most consumers one way or the other.”

O’Brien says consumers want to know if the fuel is okay to use in their vehicle and how it performs.

“Just tell (them) it’s Unleaded 88, focus a little bit on the octane, which is where the 88 comes from.  And (they) will put it in their car and they’ll use it.”

To help with consumer acceptance of Unleaded 88, Growth Energy has launched www.UNL88.com.

O’Brien says the website provides information on various blends of biofuels in a consumer-friendly way.