Colwich. Kansas-based ICM has joined with Sioux Falls, S.D.-based Poet LLC Independence Kansas-based Crescent Oil Co. Inc., to form New Generation Fuels, which will own and operate the Topeka station.
ICM is a major U.S. designer of ethanol plants. Poet is a major ethanol producer. Crescent Oil [image-nocss] is a fuel wholesaler that owns and operates 13 stations in Kansas.
To use Conoco's name, the Topeka station agreed to buy its gasoline from Conoco, ICM marketing director Alan Goodnight told the newspaper.
"Today, consumers are more likely to buy from a known brand versis from New Gen," he added, "because New Gen is an unknown. We want to take advantage of existing behavior. We may find two to three years from now when renewable fuels are more mainstream, the name on the sign might not be as significant."
This will be ICM's second venture into a blender-pump station. ICM provides ethanol to an independent station, TJ Convenience store, in Colwich, which opened Aug. 18, 2008.
The Topeka station will have six pumps, two more than at the TJ location, said the report.
See related story on Crescent Oil in this issue of CSP Daily News.
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