Although I never frequented New York's Studio 54 nor been a big fan of "pop art," I am drawn to the words of Andy Warhol as I take the reins of the Ethanol Promotion and Information Council. "They always say time changes things, but you actually have to change them yourself," he said.
 
 The ethanol industry is in a unique position to chart its own course for the next decade. By working together as an industry, our legislative efforts have resulted in a renewable fuels standard that was unheard of just a few years ago. Ethanol is now a critical component of our nation's long-term energy security. It is contingent upon all of us in the industry to ensure that now that we've talked the talk, we walk the walk.
 
 Our industry continues to face significant challenges even as it experiences record growth and expansion. Anyone who reads the latest headlines, follows their investments or has put their house on the market, realizes the economy has slowed. Some analysts say the country is headed into a recession, and the ethanol industry is not immune to the economic downturn. While we must always focus on the bottom line, we must not neglect the critical public relations and marketing initiatives that have paid tremendous dividends for the renewable fuels movement.
 
 Driving consumer demand for ethanol can be a daunting task when confronted with the deep pockets of our naysayers. It is essential that we have a unified voice in cutting through the smoke and mirrors of the opposition and provide a clear, concise message to consumers. We must continue to break down the myths and stereotypes surrounding renewable energy. Survey after survey finds Americans support cleaner energy. They're proud to support a movement that creates American jobs. As gasoline prices continue to reach record highs with no relief in sight, Americans are searching for answers. Since the OPEC oil embargo 35 years ago, little has been accomplished. Now there is the opportunity to reverse that trend. Ethanol is part of the solution.
 
 The ethanol industry is still in its infancy and continually evolving. Success brings scrutiny, and this industry is certainly up to the challenge. In fact, I relish the opportunity to participate in the process. In my nearly three decades with the Minneapolis-based Association of Credit and Collection Professionals (ACA), negative press was a fact of life. 
 
 However, when the truth is on your side the message will eventually resonate with the public. ACA's dedicated efforts contributed nearly $40 billion back into the U.S. economy. Those numbers speak for themselves as does the nearly $50 billion the ethanol industry contributed to the nation's gross domestic product in 2007.
 
 Mark Twain once said, "A lie can travel halfway around the world while the truth is putting on its shoes." Misinformation should not always be viewed in the negative sense—it is an opportunity to reinforce the truth. On a level playing field, the ethanol message will not fall on deaf ears. Complacency is not in EPIC's vocabulary. We respond in a timely fashion to misinformation and promote the truth about ethanol. We will continue to operate in this manner.
 That being said, the industry cannot be a house divided. Our members are critical to the success of this movement. Now more than ever, there is tremendous value in becoming a member of EPIC. Driving consumer demand benefits us all but it is contingent upon an effective campaign against our detractors. We are fighting the battle on all fronts, but it is imperative that we have more industry participation. This is a long-term campaign that will be waged for the foreseeable future. Every one of us must participate in this process. This is not the time to hibernate until a rosier economic forecast emerges. This is the time to lend a hand rather than take a hand out by letting others fund the fight. This is the time to redouble our efforts to reach our audience. The future is now.
 
 
 Toni Nuernberg is the executive director of the Ethanol Promotion and Information Council. Reach her at <a href="mailto:tnuernberg@epicinfo.org">tnuernberg@epicinfo.org</a> or (402) 932-0567.

Now is the Time to Redouble Efforts

Upcoming Events

National Carbon Capture Conference & Expo

2024 International Biomass Conference & Expo

2024 International Fuel Ethanol Workshop & Expo

Biodiesel Summit: Sustainable Aviation Fuel & Renewable Diesel

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Upcoming Events

National Carbon Capture Conference & Expo

2024 International Biomass Conference & Expo

2024 International Fuel Ethanol Workshop & Expo

Biodiesel Summit: Sustainable Aviation Fuel & Renewable Diesel

Carbon Capture & Storage Summit

Now is the Time to Redouble Efforts