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DALLAS -- Earth Biofuels, Inc., the exclusive distributor of singer Willie Nelson's brand of biodiesel -- BioWillie -- announced a marketing program to increase the availability of its biodiesel brand. The company will now offer the use of the brand to biodiesel retail fuel providers outside the Earth Biofuels fuel distribution network. As a result, fueling stations will be able to leverage the awareness, loyalty and quality built into the brand.
"The present demand for the BioWillie brand biodiesel exceeds its current distribution network," said Jim Horton, Earth Biofuels vice president of sales. "Truckers are asking for BioWillie because they believe the name means quality. This program will allow Earth Biofuels to establish retail BioWillie brand biodiesel at pump locations anywhere in the country that biodiesel is sold."
The branding agreements between 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 Society for Testing and Materials (ASTM) under specification number D-6751 as well as other rigorous compliance requirements for protecting the biodiesel fuel quality and brand name, according to the company.
Although biodiesel production has increased dramatically over the past several months, Earth Biofuels believes the ability for retail biodiesel providers to effectively market their product domestically has not kept pace, the company reported. By offering a recognizable name brand under tight quality controls, The company explained this unique program may help retail biodiesel providers increase demand at the retail level.