COVER STORY
ATTUNED TO ALTERNATIVE FUELS Consumers’ growing knowledge about fueling options is a driving force By Chelsea Regan
IF 2017 WAS THE YEAR OF RETAILERS’ slow but sure embrace of alternative fuels, like E15, 2018 is likely to be the year that consumers fuel further expansion by choosing them at the pump.
Growth Energy Vice President of Market Development Mike O’Brien sees consumers’ growing knowledge about alternative fuels as a driving force for alternative fuel adoption. Growth Energy, based in Washington, D.C., is a trade association working to advance pro-biofuel policies and expand consumer access to higher blends of ethanol. “I think consumers in general are more attuned to the idea that their purchasing decisions can not only offer them a better deal, but have societal benefits as well,” O’Brien said. “So, I think that motivation is behind the fact that consumers are embracing E15 in particular.”
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E15, a higher octane fuel consisting of 15 percent ethanol and 85 percent gasoline, typically saves consumers up to 10 cents per gallon and is the most tested fuel in history, according to O’Brien. “It also allows [consumers] to make a better choice for the environment and oftentimes supports American jobs. Those are important attributes for today’s consumers,” he added. Lance Klatt, executive director of the Minnesota Service Station & Convenience Store Association (MSSA) — which offers its members the Minnoco brand of alternative fuels, including E15 and biodiesel, and flex-fuels like E85 and E30 — believes alternative fuels have a bright future in the fuel retailing industry today and tomorrow. “The demand is there,” he said. E15 sales at Minnoco dealers and MSSA member sites are looking very strong so far in 2018, according to Klatt, who was honored as Convenience Store News’ 2017 Fuels Leader of the Year. With more retailers offering E15, there is now a larger demand for the product from consumers, he explained.