Ethanol industry races to establish national identity

If cars fueled with ethanol can zip around a track at 230 mph, then certainly a little corn-based gasoline can get you to work on time.

The nation's ethanol producers hope to communicate that message by tying their product to the growing popularity of auto racing. It's one of many tactics the industry plans to employ in its initial attempts to advertise ethanol directly to consumers.

Just last weekend, the fledgling Ethanol Promotion and Information Council launched its first television commercials: two 30-second ads that aired March 16 on ESPN2 during the 2007 IndyCar Series season preview.

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