OPINION: Growth Energy launches new online retailer hub

By Mike O’Brien, vice president of market development, Growth Energy | January 02, 2019

Growth Energy works hand-in-hand with investors, technical specialists, and marketing experts dedicated to helping build the infrastructure and distribution network of higher biofuel blends in order to give more and more Americans the choice of E15 at the pump. Whether it’s helping offset some of the initial costs, navigating the regulatory landscape, or helping them find the right marketing strategy to sell more E15 — Growth Energy provides fuel retailers access to expertise and resources to be an E15 success story every step of the way.

Based on its track record and prior success helping retailers install E15 at nearly 2,000 retail sites, Growth Energy has launched a new, comprehensive tool that provides the blueprint for large and small fuel retailers alike to optimize their fuel offering. The Retailer Hub is an indispensable guide for any retailer considering adding higher ethanol blends to their lineup or for retailers looking to boost sales of higher blends.

This new one-stop shop helps retailers understand the E15 landscape and guides them through the entire process of adding E15—from supply and pump configuration to navigating the regulatory requirements. The site also features E15 basics and a frequently asked questions page, a page dedicated to the logistics of adding E15, a marketing support page, and a flex fuel database. These resources are meant to serve fuel retailers who are on the cutting edge of delivering their customers more options at the pump.

Growth Energy works with leading retailers including Casey’s, Cumberland Farms, Family Express, Holiday, Kum & Go, Kwik Trip, Minnoco, Murphy USA, Protec Fuel, QuikTrip, RaceTrac, Rutters, Sheetz, and Thorntons to offer E15 to more and more Americans each day. Working with these retailers, Growth Energy conducted extensive consumer research and market testing to unify the E15 brand, resulting in a new identity for E15—Unleaded 88. Today, Unleaded 88 is already on pumps across the country and will be the brand name at more than 90 percent of sites offering E15 in 2019. The Marketing Support page of the Retailer Hub features all the tools needed to implement the new brand from employee resources and consumer handouts to Unleaded 88 brand guidelines.

For all the latest, head to growthenergy.org/resources/retailer-hub.