DALLAS -- Earth Biofuels Inc., the exclusive distributor of Willie Nelson's brand of biodieselBioWilliehas announced a marketing program to increase the availability of its biodiesel brand. It will now offer the use of the brand to biodiesel retail fuel providers outside the Earth Biofuels fuel distribution network.
The branding agreements between Dallas-based Earth Biofuels and retail fuel providers will include stipulations that all biodiesel fuel sold under the BioWillie brand name must meet the quality standards set for biodiesel by the American [image-nocss] Society for Testing & Materials (ASTM) under specification number D-6751, as well as other compliance requirements for protecting the biodiesel fuel quality and brand name.
The present demand for the BioWillie brand biodiesel exceeds its current distribution network, said Earth Biofuels vice president of sales Jim Horton. This program will allow Earth Biofuels to establish retail BioWillie brand biodiesel at pump locations anywhere in the country that biodiesel is sold.
Although biodiesel production has increased dramatically over the past several months, Earth Biofuels believes that the ability for retail biodiesel providers to effectively market their product domestically has not kept pace. By offering a recognizable name brand under tight quality controls, this program may help retail biodiesel providers increase demand at the retail level, the company said.
Stations will be able to leverage the awareness, loyalty and quality built into the brand, it added.
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