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Agrimarketing : May 2009 Supplement
12 AG BIZ Cenex Brand Revised:16 Thinking Outside Box 5/4/09 2:50 PM Page 14 CENEX BRAND/continued frompage 13 formore than 75 years, heavy-duty Cenex lubricants and premium diesel fuels are gaining popularity among other commercial users. Targetedmarketing efforts are building Cenex brand affinity in the trucking, construction, logging andmining industries. Likewise, small hobby farmers and rural lifestylers are beginning to rely on the Cenex brand. CHS has begun partneringwith retail channels to offer two- and five-gallon containers of diesel engine oil and tractor hydraulic fluid. Bomgaars, Home of Economy, Runnings Farm &Fleet and Tractor Supply Co. stores have joined hundreds of retail locationswithin the CHS system. LEADING THEWAY Long before “green” became a householdworld, the Cenex brand teamwas exploring howto reduce dependence on petroleuminputs by using crop-based ingredients to increase demand for agricultural commodities and reduce environ- mental impact. Today, CHS supports that platformonmultiple fronts: CHS has been blending andmar- keting renewable fuels formore than 30 years. Cenex premiumdiesel fuel contains biodiesel for added lubricity and performance and of the nation’s 1,100 gas stations that carry E85,more than 300 carry it under the Cenex brand. The company recently intro- duced CenexMaxtron Enviro-Edge lubricants for heavy-duty equipment,which reduce the carbon footprint of vehicles they protect. CHS added a renewable fuels marketing business unit tomarket and distribute ethanol and biodiesel fromthemany independentmanufacturers to large-scale blenders. TheAmerican Coalition for Ethanol awarded CHS its first “Fields to Fuel”Award for the company’s role in supplying ethanol to gas stations throughout the country. In addition, CHS and its Cenex brandwere pioneers in pay-at-thepump credit card processing tech- nology.Westbrock sawit as away to serve customers—reducing labor needswhile increasing income from fixed assets for cooperatives—as well as the final customer,who benefited fromthe convenience of filling up 24/7. REDWAVE CONTINUES The Cenex convenience store chain is nowamong the 20 largest in the country. In 2008, 34 Zip Trip stores in the Spokane,Wash., area joined the CHS family. “We have been bucking the broader industry trendwith rapid growth over the last years, adding more than 100 newCenex branded convenience stores each year,” says Olson. “We’ve seen somemajor oil companies leave certain regions. CHS has been there to fill the need.” Much of that success can be attrib- uted toWestbrock, concludesOlson. “He hasmade the right decisions and won the long-fought battles because he’s committed to his team, his customers and his brand.” AM 14 Agri Marketing s May 2009