Calling themselves the “underdogs,” the Brazilian Sugarcane Industry Association (UNICA) has today launched an advertising campaign and a new website, sweeteralternative.com, to bring awareness of the successes of the Brazilian ethanol industry to a U.S. audience.
The UNICA campaign claims to simply educate the U.S. about how beneficial Brazilian sugarcane ethanol is for both consumer’s pocketbooks and the environment… but the way I see it, the marketing is clearly aimed at changing the subtext of the convoluted tariff and taxation systems currently in place that have essentially banned the importation of Brazilian ethanol into the U.S.
Not coincidentally, those tariffs are expiring at the end of this year unless congress renews them.