Michael Lorenz: E15: A Retailer’s Perspective

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National Ethanol Conference

Why Some Marketers Choose to Sell E15 and Flex-Fuels, and Others Don’t

Education

• Founded in
1952
• Family Owned
• 518 Stores
• 6 States
• All Company
Owned &
Operated

E15 Initiative
• Committed to 60 Stores in NC
• Currently at 30 Stores
• Single Largest Supplier of E15
in the U.S.
• Doing ~100 Stores in 4 Other
States in 2016

• Second Largest Presence
• High Gasoline Sales
• Easiest to Convert
• Geographic Coverage
• Market Penetration
• Efficient Marketing Efforts
Why NC?

Reasons for E15
• Prime The Pump Grant
• USDA BIP Grant
• Consumer Choice
• Differentiator
• >75% of Vehicles Can Use
• Positioning for Future
• Pioneering Spirit

Pricing
• Price Sensitivity: A Traffic Driver
• Value Proposition/Incentivize
• Promotions
• Ethanol Blending Economics
• Value of the RIN
• New Customers, Retention and
Cannibalization

• Infrastructure Costs/ROI
• 1 Lb. Waiver
• Misfueling Mitigation Plan
• Marketing/Naming
• Economics
• Consumer Awareness
Hurdles

• Get Consumers to A.C.T. =
Awareness/Consideration/Trial
• POS Info/Ambassadors
• No Sales Pitch
• Redirect Questions
• Misinformation
Educational

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Michael Lorenz: E15: A Retailer’s Perspective

1. E15: A Retailer’s Perspective

2. • Founded in 1952 • Family Owned • 518 Stores • 6 States • All Company Owned & Operated

3. E15 Initiative • Committed to 60 Stores in NC • Currently at 30 Stores • Single Largest Supplier of E15 in the U.S. • Doing ~100 Stores in 4 Other States in 2016

4. • Second Largest Presence • High Gasoline Sales • Easiest to Convert • Geographic Coverage • Market Penetration • Efficient Marketing Efforts Why NC?

5. Reasons for E15 • Prime The Pump Grant • USDA BIP Grant • Consumer Choice • Differentiator • >75% of Vehicles Can Use • Positioning for Future • Pioneering Spirit

6. Pricing • Price Sensitivity: A Traffic Driver • Value Proposition/Incentivize • Promotions • Ethanol Blending Economics • Value of the RIN • New Customers, Retention and Cannibalization

7. • Infrastructure Costs/ROI • 1 Lb. Waiver • Misfueling Mitigation Plan • Marketing/Naming • Economics • Consumer Awareness Hurdles

8. • Get Consumers to A.C.T. = Awareness/Consideration/Trial • POS Info/Ambassadors • No Sales Pitch • Redirect Questions • Misinformation Educational

Michael Lorenz: E15: A Retailer’s Perspective

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