It is not always enough to have a good product: you have to get the word out to the public, as well.
The U.S. biodiesel industry recently recognized that reality by launching a paid ad campaign to get the word out about biodiesel. The initiative is the largest public outreach effort for biodiesel, ever, notes the National Biodiesel Board.
The goal is to raise awareness about the economic, environmental and national benefits of the nation's first and only Environmental Protection Agency designated biofuel to reach nationwide production.
The multi-million dollar ad buy includes national television advertising, regional print and radio advertising, in addition to an online presence. The education effort began with a 30-second spot that aired across the nation on Sunday-morning network talk shows, beginning on June 19.
The ads feature the tagline, "Biodiesel. America's Advanced Biofuel" and focus on biodiesel's viability here and now. The television spot highlights biodiesel use in the Dallas area to demonstrate the fuel's practical, common-sense appeal in communities across the country. View the television commercial here: www.AmericasAdvancedBiofuel.com.
"The public generally doesn't know that there is an advanced biofuel here now," says Joe Jobe, CEO of the National Biodiesel Board (NBB), the industry trade association. "This is not some pipedream. Biodiesel today is fueling long-haul trucks from Florida to California, municipal buses in Texas, Ford pickups in Detroit, and Volkswagens in New York City."
"It's helping communities reduce air pollution while cutting greenhouse gas emissions that contribute to climate change," Jobe said. "It's creating jobs and economic growth while generating hundreds of millions of dollars in tax revenues. And it's reducing our heavy dependence on foreign oil, the single largest component of our massive national trade deficit.
The NBB notes that biodiesel is a renewable, clean-burning diesel replacement made from a diverse mix of resources. Some of these are agricultural oil products and recycled cooking oil and animal fats. There is a wide range of potential future feedstocks under research such as algae.
A number of companies across the country prepare biodiesel fuel for vehicle use, including Virginia Biodiesel in West Point, Virginia.
Biodieses is the first and only commercial-scale fuel being produced nationwide to meet the EPA's definition as an advanced biofuel under the agency's Renewable Fuel Program, which is aimed at spurring development of sustainable alternatives to oil.
EPA has determined biodiesel reduces greenhouse gas emissions by 57% to 86%, compared to petroleum diesel, depending on the feedstock used.
Biodiesel also has the highest energy balance of any domestic, liquid fuel, yielding 4.5 units of energy for every unit of fossil energy it takes to produce it. The EPA also says biodiesel dramatically reduces nearly every toxic air pollutant compared with traditional diesel.
Read more about the NBB and biodiesel initiatives at www.biodiesel.org/.