Earlier this summer, the Environmental Protection Agency (EPA) approved sales of E15 fuel year-round, removing the last hurdle that held some in the retail industry on the sidelines. E15 — made with 15% renewable biofuel — is offered by many of the top independent retail chains around the country and has powered American drivers for more than 10 billion miles. Retailers who offer E15 have said goodbye to the headaches of relabeling and consumer confusion at the pump and are now off and running ahead of their competition with the ability to provide a lower-priced fuel during the busiest driving time of the year. More than 1,800 retail sites are currently offering E15. These E15 retailers are also expanding the number of sites that offer E15. With the ban on summer sales in the rearview mirror, many others are planning their entrance into the E15 marketplace.
For the past several years, Growth Energy has been an indispensable partner and key resource for helping retailers assess how E15 can fit into their product line-up. Today, Growth Energy works with leaders with 13 of the top 20 independent retail chains to make E15 available at more than 1,800 sites across 31 states. For a full list of retailers Growth Energy is working with, please go to: growthenergy.org/resources/retailer-hub/. Retailers who are selling the fuel tout the competitive advantage they receive by offering a product at a better price point that their competitors don’t, which also drives more traffic inside their stores.
“We like the value E15 offers, given the historical cost advantage ethanol provides as a blending component while adding additional octane,” said Casey’s General Stores Director of Fuels Nathaniel Doddridge. “The majority of our customers look for value when shopping for fuel, and E15 provides a lower cost fuel that also burns cleaner and is good for engines.”
The customer response has been very positive.
“Our customers continue to tell us that they want more value and more choice at the dispenser, both E15, and E85 fit that,” said Kum & Go Director of Fuels Sam Herro. “We have several years of success with E15 and over 20 with E85. The decision was all about offering more to the customer how can we offer the best fuels for today’s engines? E15 and E85 are part of that answer.”
To help retailers find answers about whether E15 is the right fit for their stores, Growth Energy has a put together a dedicated hub to help retailers navigate the landscape, complete with the basics of adding the fuel to brand guidelines and consumer resources. If you’re interested in joining the leading retail innovators and succeeding with E15, please contact Growth Energy’s Vice President of Market Development Mike O’Brien.
