About ACE and Astronaut
In its 27 years representing the people and communities that built the ethanol industry, the American Coalition for Ethanol’s promotion of renewable fuel has often meant educating policy makers, battling consumer misperception and fighting outright duplicity from its main opposition, the petroleum industry. Like other trade associations in clean fuel, ACE had almost exclusively deployed facts and science to change perception, with marginal success. Astronaut helped ACE break free of a strictly rational approach to promoting ethanol with a rebrand and campaign that enshrined the human beings at the center of their identity.
Given that it represents what it calls the “grassroots” of ethanol— the individuals, families and communities who own and operate around 85 percent of ethanol plants in the US — ACE has a special claim to the story of perseverance and hope among the small, scrappy innovators from both the farms of the heartland and the science labs of the big city. Astronaut leveraged the group’s most compelling asset: the human reality of grit in the ordinary men and women from all corners of the country who carved out a sustainable new industry. The objective was to inspire, not simply educate, through “Power by People.”