When Green Earth Technologies recently received the American Petroleum Institute’s (API) “donut” designation for its 5W-30 motor oil, the certification took on an air of social responsibility: the company’s biodegradable motor oil is the first of its kind to earn API approval.
The company has stood behind its green oil for some time; however, the backing of the API donut on its packaging will lend the company a new cache.
“It should not only increase the sales, but it gives the consumer confidence,” says Jeff Loch, co-founder and chief marketing officer. “We stand behind our products first and foremost, but having it API certified gives us that added leverage.”
The certification will add credibility to the company’s product lineup, along with fulfilling a socially responsible ideology that was ingrained from the beginning, Loch adds.
“Passing a petroleum test with a non-petroleum product was kudos,” he says. “It was a challenge to do so.”
G-OIL 5W-30 will be available in retail outlets as early as June, with bulk oil being made available even sooner for quick lube chains and the like. Green Earth Technologies expects to finalize the testing and certification process for its 10W-30 and 5W-20 products by this summer, which Loch says will give the company about 85 percent of the motor oil market.
The oil is made from American-grown animal fat, of which one barrel is needed to produce one barrel of G-OIL. By contrast, it takes three barrels of crude oil to make one barrel of regular oil, according to the company.
The sulfur in the animal fast also helped the motor oil meet lubricity requirements, something that can’t be found in plant-based materials, Loch offers.
G-OIL also boasts a “Made in the U.S.A.” moniker, as about 200 pounds of beef tallow from each cow processed go toward development of biodegradable motor oil. About 50,000 heads of cattle are processed per day, he adds. “There’s almost as much beef tallow to make the U.S.’ entire motor oil retail and service needs.”
The company’s G-OIL also was named the Official Motor Oil of the American Le Mans racing series and the International Motor Sports Association (IMSA). “You’ve got the automobile manufacturer actually testing equipment that if it’s proven in Le Mans, it may find its way into everyday vehicles,” says Loch, adding the demographics of Le Mans matches one that the company is seeking.
“They’re devoted to redefining racing as a green sport -- they have their green standards and we have our green oil, so it really was a perfect match,” Loch adds.
Under the two-year agreement, G-OIL will be used in the series’ safety trucks, and Green Earth will use the Le Mans logos on product packaging and promotional materials.
The company focuses its efforts on the green enthusiast and the auto enthusiast, Loch says.
For more information, visit www.getg.com.
