Overall, this highly targeted national advertising campaign provides the biodiesel industry the opportunity to proactively and aggressively build biodiesel's brand as a better, cleaner fuel option that is available now, to extend biodiesel messages and keep the door open for markets to follow.

The planned outcome of these programs will be to increase 2021 soybean oil use in these markets by more than 500 million pounds from 2020 utilization rates, as benchmarked by federal sources such as USDA and DOE’s Energy Information Administration data.

Public awareness and support for biodiesel will be maintained or increase over the national survey results from 2020.

At least two key stakeholder groups will increase their support of the biodiesel industry.

1. The number of Americans who have a positive perception of biodiesel will increase or hold steady based on national voter survey data.

2. More than 7 million ad impressions through targeted advertising campaign in key market regions of the country and influencer audiences.

3. Biodiesel is the dominant advanced biofuel, selling more total gallons than any other advanced biofuel, utilizing more soybean oil than the 8.5 billion pounds used in 2019.

4. Leading environmental and livestock stakeholders will champion biodiesel with at least two organizations from this target demographic proactively working to support the industry.

Demand and markets are key to soybean farmers' profit potential. Sustained demand from biodiesel and renewable diesel positively impacts oilseed crush margins and enhances profitability of US animal agriculture; the soybean industry’s number one customer.

Successfully implementing NBB’s combined programs will result in the utilization of an estimated 10.2 billion pounds of soybean oil in the biodiesel and Bioheat® markets by 2022.