In Sioux Falls, a pivotal moment unfolded at the American Coalition for Ethanol's annual conference as Nebraska's ethanol board reaffirmed that E30 is the "fuel of the future." A long-term study of Nebraska's state fleet vehicles showed that even non-flex-fuel cars can safely run on a 30% ethanol blend with no engine damage, equivalent fuel economy, and lower CO emissions. The study's first phase, conducted in 2019 and published in 2021, involved 50 vehicles using either E30 or E15 over a year and produced no negative outcomes. The second, more extensive phase began in 2023 with 100 state fleet vehicles switching between E30 and E10, with similar results-except for newer models, which saw just a one-mile-per-gallon drop. Remarkably, older vehicles even gained efficiency using E30.

"We shouldn't take our eyes off the prize," said Ben Rhodes, executive director of the Nebraska Ethanol Board-advocating for a strategic shift toward E30 based on growing data. "This is a long-term, forward-thinking project... the data will have to lead."

Echoing Rhodes, Ron Lamberty, chief marketing officer for the ethanol coalition, admitted his prior skepticism: "Are they saying that because they love ethanol, or is it true? Now we've shown it to be true." While Lamberty refrained from recommending E30 in non-flex-fuel cars due to current legal limits, he expressed confidence that enforcement challenges-even legal ones-could further validate its safety.

Meanwhile, in South Dakota, marketing efforts are increasingly targeting younger drivers to normalize E15 use with early behavioral framing. Amanda Bechen, of South Dakota Corn, highlighted a campaign with Kwik Star featuring bold signage like "it's okay to go low" at pumps and social media messaging suggesting teens save money for snacks instead of gas. The campaign, which ran from July 2024 through June 2025, also included video ads aired during college basketball broadcasts and streaming platforms.

Bechen revealed that youth tend to interpret pump octane labels in quirky ways-choosing "87" because it's Travis Kelce's jersey number or "89" due to Taylor Swift's album-showcasing the need for targeted education. The campaign's highlight was a spectacular March 29 promotion, offering 88-octane E15 for just $1.88 per gallon, driving the largest single-day sales of unleaded 88 in Kwik Star history. Some stations even sold out.

Together, these developments mark a potential turning point: empirical data easing durability concerns over higher ethanol blends, and savvy marketing aiming to cement ethanol's appeal among younger generations. For the ethanol industry and the corn producers it supports, these efforts could shape a sustainable, market-driven future.